social frontier™ | sxsw 2013 models preview edition | wendy meadley | social anthropologist

SXSW 2013 A New Landscape

Copyright ©2013 Social Wendy Group LLC, All Rights Reserved.

This is my favorite event of the year, SXSWi… a true digital/interactive marketer includes the “i” at the end.

This year there is a marked change in the digital consumer behavior of the live attendees and the unique digital content and online conversation that is being created to share the session learnings and related SXSW experiences.

The trends we are seeing are a focus on all things API to streamline your digital presence delivery, a prioritization of engagement and the user experience, and on the technologies that consumers are using to facilitate their lives and connect with your brand.

Since you can’t know everything as it is all moving so rapidly, there is an increased importance in understanding your target consumers and their technical, digital and social behaviors. And while today we may isolate those into individual categories, we will not be doing that for much longer as they continue to converge.

So while it may seem like the landscape is becoming more complicated, your digital marketing strategy and goals remain straightforward. That is, to create a unique proposition for your target consumer and engage with them in person and on line with relevant and engaging content to accomplish your business and marketing objectives.

What you will find enclosed is a snapshot of some of the digital marketing models and tools we use with our corporate clients. While these are simplified, an experienced marketer will see the synergies with what their current expertise provides and a new way to organize your thoughts and planning around the digital and social marketing of your product or brand. Enjoy!

h"p://www.youtube.com/watch?v=I7ZwJoATW2U We created a Digital Content Creator Guide for this year’s

SXSWi event to support the creation of Unique Digital Content (UDC). In 2013, we believe Content Creation should be at the forefront of your Digital Strategy. !

Welcome to the Social Frontier™


Tent Camper Cabin

If this is your first time considering your Digital Presence as being on the Social Frontier, Welcome, we look forward to exploring with you! Being on the Social Frontier is a way of thinking of the build of your digital presence in phases. In our world we call them Tent, Camper and Cabin to align with a building on a piece of land metaphor. We find this works as it easily aligns with how professional marketers need to think about building their comprehensive digital presence today, in a phased, collaborative, iterative approach.

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Create Profile Recommends Colleagues, Joins Groups

Answers QuesLons

Create Profile Audience Build/Circles Interact with Others

Create Profile, Likes & Comments

Add Groups, Photos Add Places, AdverLsing

Create Profile Audience Build Retweet, Interact w/ Others

Create Profile Regular Check-‐ins Add PromoLonal Presence/AcLviLes

Create Profile, Add Video Add Topical Playlists Add TTD Strategy, Campaigns

Create Profile, Add Pins Add Boards Add TTD Strategy, MarkeLng Strategy

Create Pro Account Add Press Releases, Job PosLngs

Add TTD Strategy

Create Plus Account

Add Channels | Groups Add MarkeLng Strategies

Our interactive compass®

Copyright ©2013 Social Wendy Group LLC, All Rights Reserved. #

Interactive Compass | StrategY


The Beginning… If this is your first time considering your Digital Presence as being on the Social Frontier… Welcome, we look forward to exploring with you!

Being on the Social Frontier is a way of thinking of the build of your digital presence in phases, of helping your brand truly “think digitally”.

In our world we call these phases Tent, Camper and Cabin to align with a “building on a piece of land” metaphor. We find this works as it easily aligns with how professional marketers need to think about building their comprehensive digital presence today, in a phased, collaborative, iterative approach.

Phasing your digital and emerging social strategy in this way allows you to take one bite of the elephant at a time and to stay within your budget. It is a marathon, not a sprint.

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Interactive Compass | TECHNOLOGY


The Right Stuff… You want to be “digital” but what is that really going to take? More specifically, what technologies (plural) do you need to get a handle on? In 2013 what APIs and Platforms have to be aggregated and managed.

Are you already familiar with them or do you need a primer on how they work, how they interface with one another, and if they are corporately approved platforms. These are just the beginning of the questions we will ask as you delve into this section of the compass.

If you start with defining your Digital Consumer is, and defining their Technology Persona, you will likely be more successful in your long term planning… which is the key to this piece of the puzzle. A wrong move here is an expensive one. Both the wrong path and corrected path are expensive and lengthier adventures.

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Interactive Compass | OPERATIONS


Behind the Scenes… Business value, along with marketing/advertising performance, are core requirements for most corporate digital initiatives. There are also the requirements of documentation and measurement which vary somewhat, but are universal to defining the business value of your digital initiative.

As you can see in this compass slice, we have a full-range focus on the back of the house starting with your business goals and defining what the collaborative team to accomplish those goals looks like. Finally, we tailor to a real-life plan by ensuring that our staged approach matches the business’ budget.

We know that scaling your objectives with the right strategy, team and financial plan are key to its success this year and in the future. Digital and Social Marketing disciplines are not going away so the integration of them in a planful way sets the right stage for an ongoing sustainable operation.

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Interactive Compass | ENGAGEMENT


The End Game… This is really why we are here isn’t it? To get today’s Digital Consumer to engage with our Unique Digital Content (UDC), to become loyal consumers of our brands and to share that loyalty with everyone they are willing to. To increase conversion of goals.

Our job as marketers is to ensure that we have created the right venues, channels, platforms and experiences that are specific to their digital persona. When we get that right, growth happens.

Have you made the opportunity to understand and explore the communities that are important to your digital personas? Do you know what channels they truly engage on versus just view? Are you reviewing this quarterly to ensure you have the most recent view of their evolving digital consumer behaviors?

See our simplified planning models to begin or hone your engagement strategy and framework.

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DIGITAL CONSUMER BEHAVIOR | 2013


Do you know who yours are?

Core Behaviors Technology, Engagement, Social



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DIGITAL MARKETING INTERSECTION | 2013


Social

Content Search

The Convergence of Social, Content & Search

In 2012, the Social Frontier continued to develop, we saw the value of the convergence of Social, Content and Search. As we all know the social frontier continues to shift as it matures. We’ve gone from the early land-grab days to some brands having truly integrated social strategies. Whether you are an industry leading consumer product, a professional service or a business focused on B2B, this simple model provides the framework for search-optimizing your social marketing efforts. Ensuring that each piece of Unique Digital Content (UDC) that your product is integrated into your social conversation & engagement in addition to having the right “ social plumbing” will augment your searchability today and provide long-term search value to your initiatives.

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UNIQUE DIGITAL CONTENT | 2013


Topic Engagement Guide (Adapted Editorial Calendar)

As experienced marketers we are all familiar with using an Editorial Calendar as a planning tool for our traditional and digital marketing initiatives. When creating a Unique Digital Content Strategy, you’re required to put an editorial calendar on steroids to accomplish real digital engagement with your brand or campaign. There is no build it and they will come. And, if you want to extend your marketing dollars, you will integrate a Social Search Optimization (SSO) strategy into this core compass component.

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Generally prioritized for Corporate Social Strategy

Corporate SOCIAL CHANNEL SELECTION | 2013

Primary Engagement & Build Effort

Core Conversation Channels

Core Content Channels

Our Agency Point of View (POV) is to Build your Owned Media Channels (OMC) starting with your long term business, marketing and communications goals at the forefront. Depending on what Phase you are in on the Social Frontier, Tent, Camper, or Cabin, you will adapt the priorities above to stage your Social Channels into four primary prioritizations: Build, Active, Campaign and Archive. Additionally, the distinction of primarily a Conversation or Content Channel helps you further hone your UDC Strategy.

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CORPORATE SOCIAL CONVERSATION MODEL


Social Channel Conversation Post & Engagement Schedule

Once you have defined your Social Channel Strategy from Marketing, Operations, and Engagement perspectives, you are ready to create your Social Conversation and Engagement Posts. This simplified view of an excel spreadsheet planning tool provides you a handy planning guide to integrate your Unique Digital Content and Engagement Posts in your Social Conversation.

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The SOCIAL FRONTIER™

THE SOCIAL WENDY GROUP

ABOUT THE AUTHOR


A Social Anthropologist, Wendy Meadley (@SocialWendy) is the Agency Lead & Founder of the Social Wendy Group, an award-winning Digital Marketing Agency specializing in Fortune 500 and midsized business digital and social strategy. Armed with her Executive MBA and years of digital experience, she is widely recognized as an innovative corporate social strategist and creative content developer for some of the world’s leading multinational organizations. She’s even had a Social Campaign approved at the White House.

Her Digital Presence and Content begin at www.socialwendygroup.com Her Social Presence is @SocialWendy

We are today’s version of Digital Marketers in a boutique agency that has a deep specialty in Social Media augmenting our overall expertise in the Digital Strategy, Technology, Operations and Engagement Planning needed for today’s Professional Marketer or Executive. We use our proprietary Interactive Compass and related models to help our clients understand the direction that their Digital Marketing efforts should take based on our extensive experience “on the Frontier”. A sample of clients we have taken to and navigated the social frontier with are 3M, Microsoft, Target, University of Minnesota and more… Want more information on what we do… www.socialwendygroup.com

You are on the Social Frontier. Imagine your organizational market planning needs as you enter a new market, maybe a new global territory. You typically do some research and acquire some intelligence before you actually arrive in market. Your initial effort is a small one with an initial or temporary feel. For our purposes, we have utilized a collection of camping metaphors to update the expedition concept into something that is familiar, as we have to pair it with much that is new or unfamiliar digital territory that is still to many marketing professionals and executives. We have defined the phases (Tent, Camper, Cabin) that we work through with our clients from concept to their “in market launch” timeline. While there are no absolutes, each of these phases, depending on the organization takes about 6 months to a year to “build” on their defined market “frontier”.

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social frontier™ | sxsw 2013 models preview edition | wendy meadley | social anthropologist

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