social media strategy
DESCRIPTION
Lecture on social media and how to plan a social media strategy for MA Advertising class, Nottingham Trent University, March 2012.TRANSCRIPT
Nottingham Trent UniversitySocial media strategy workshop
Thursday 8th March 2012
2-4pm1. Why a social media strategy?2. Welcome to the world of social media3. Case studies: small business4. Social media policies and HR5. Introduction to social marketing strategies6. Integrating social media with your business plan7. Planning your social media strategy
Social media without strategy is like cooking without a recipe. Sometimes it works but sometimes its disasterJulie Roehm Marketing Strategy Consultant
Why should social strategy come before tactics? Because you don’t ask a girl to marry you before you ask her on a date. Without solid strategy driving tactics, companies can find themselves questioning ROI, making significant missteps, or worse, annoying or offending stakeholders.Greg Swan Weber Shandwick
SOCIAL MEDIA
Yesterday’s social media technologies
Today’s social media technologies
Today’s social media applications
Yesterday’s social media applications
Social media content
Your social graph
Changing the game
“When we change how we communicate, we
change society.”
Clay Shirky, Here Comes Everybody
“Achieving conventional goals, such as profits
and joy, with unconventional
methods, such as investing energy
instead of money” (gmarketing.com)
Social media is a new name for an old thing
Isn’t the web inherently social?
Usenet Newsgroup, established 1981 (now
Google Groups)
“Markets are conversations. When you think of the internet, think of a table for two.”
The Cluetrain Manifesto
“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
Social media is conversational
The three types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
1. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
SocialMedia
The social media shamrock
The seven roads of social media1. Generate new work2. Customer service3. Improve customer retention4. Increase your knowledge5. Align with your competitors6. Establish authority as an expert7. Do business more productively
PCM Creative www.pcmcreative.co.uk
Small business case studies
#MoonfruitTwitter campaign toWin a Macbook pro: 600% web traffic increaseDoubled sign-upsTop trending topic on Twitter
Social media & HR policies: How much is too much?
53% of employers use social networking sites to research candidates70% of employers rejected applicants based solely on his or her online infoSource: Microsoft 2010
Social media as a recruitment tool
RSM McGladrey USA Accountants
Your staff as brand ambassadors
Break
1. Introduction to social marketing strategies
2. Integrating social media with your business plan
3. Planning your social media strategy
4. Creating your action plan
Social media functions
Listening: Credit Mutuel – If I were a banker
Talking – P&G BeingGirl Energizing: Scottevest, Norman Records
Supporting: DellDevelopment: Sales Force, Lego Users Group Network
Social strategy planning process
Phase 2: Testing & planning
Phase 3: ImplementationPhase 4:
Measurement & review
Phase 1: Listening
Phase 1: Listening
“ Your brand is what your customers think it is, not what you would like it to be”– Richardo Guimaraes
Measuring your returns
Return on investment (direct marketing)
Customer interaction
End sale Digital activity
Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends) • Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)
Linking social networks with on-site conversion
Linking social networks with on-site conversion
Return on engagement (relationship marketing)
interactionReduced cost/Increased sale Conversation
Metrics: Website traffic from social platforms Quality of network (relevancy and influence)
Volume and percentage of network interaction •
Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]
Tel: 07981 222799