social media strategy in 3 steps

|Bloomberg Marketing|divamarketingblog.com© 2010

How To Map Your Social Media Strategy

7-29-2010

Your Conversational GuideToby Bloomberg


YouTube Rock Star Max Doesn’t Need A Strategy


Via MarketingSavant

Random Acts of Social Media


The question is not -

how can I use social media “tools?”

The question is - how can social media “tactics” to support marketing goals/business objectives?

I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.

Brendan Hurley VP Goodwill of Greater Washington


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Strategy The direction the business will pursue within its chosen environment and guides the allocation of resources and effort. It also provides the logic that integrates the perspectives of functional departments and operating units, and points them all in the same direction. - American Marketing Association

GoalDirected toward a vision and consistent with the mission.

ObjectiveSpecific measurable result associated with a timeline

StrategyThe action path the organization has chosen to realize goals. Strategies establish broad themes for future actions and should reflect reasoned choices among alternative paths. - Eric Marketing Profs Board

Developing Your Social Media Strategy


The “Strategic” Jelly Bean Approach


Mission Statement Guides Strategy

Commitment to developing meaningfulproduct offerings and a high level of service tailored to the needs of small businesses

Leading financial company with a legendary reputation for strength and stability that can offer you more convenience and resources to help you reach your financial goals.


1. Align The Enterprise

3. Create Awareness

2. Build The Strategy

3 Phase Social Media Planning Model


1. Align The Enterprise

Face the Gorilla In The Room

Determine impact on enterprise

Determine cultural compatibility

Identify Social Media Champion/s

Inform all of your staff!


Gorilla In The Room


7 Social Media Barriers

1. Lack of internal resources/time

2. Not convinced about the value/ROI

3. Lack of awareness of social media within company

4. How to scale

5. How to authentically engage

6. How to keep social media from taking over

7. New roles/leadership/influence

What are other barriers specific to your organization????


More Social Media Barriers:

Crowd Sourced By Participants

1. Who owns it

2. Corporation letting go of the power – getting upper management to back that up (Executive support)

3. Lack of belief – don’t believe in it enough to act

4. Lack of confidence

5. Fear – Legal ramifications, privacy and personal information might be compromised

6. Lack of coordination between departments

7. Risk management (legal)


5 Steps To Internal PIECE Conversation

1. Prepare: educational component, competitive analysis, customer activity, industry trends

2: Invite people who perceive they have a stake: C-suite, marketing, legal, technology, customer service

3: Encourage people to talk openly

4: Confirm and prioritize issues

5: Engage next steps create a Red Flag Memo and identify a social media champion.

Bonus! Identify 2 social media champions: c-level and grass-roots


Red Flag Memo

Chief Executive Officer

Brave Marketing VIP

CSMO– Chief Social Media Officer

Executive summary - highlights of meeting

Challenges – issues identified

Opportunities - solutions

Next Steps – action items

Based on Outcomes Develop …


Social Media Impacts Business Processes


2. Build The Strategy

Objective/s & Goal/s – supports business outcomes

Conduct social media asset audit

Conduct industry and a competitive analysis

Identify target audiences

Ensure Brand Consistency

Determine Tactics & Content Direction

Determine metrics for success


Target Audience


Success

Success


Reinforce branding

Improve customer service/product support

Lead generation/new business opportunities

Loyalty marketing

Customer feedback

Search engine rankings

Sharing internal knowledge

Executive leadership

Increased awareness (viral marketing)

Media attention

Success is based on goals and objectives


Quantitative Measures

Comments

Friends, Fans, Followers

RSS subscriptions

Links to blog and tweet posts

RT – retweets

Unique visitors

Time spent on your blog

Referrals to website

Key word ranking on Google

eMail subscribers

Media mentions & interviews

More engaged volunteers, sponsors, customers, etc.

Bounce rate


It’s About Influencers


What is the value of the perceived “halo” effect about your organization from “influencers?”

What is the value of the community/networks that the “influencer” brings to you through links and extended commentary?

What is the value of longevity of social media in any type of medium (text, audio, video)?

What is the value of real time insights?

A New Value Proposition


Customer

WebsiteBlogTwitterBanner Ad

Strategies

Tactics

Enterprise

A Integrated Marketing Model

3. Create The Awareness

Signature


I Invite You To Join The Conversation With Me!

Toby BloombergDivamarketingblog.com@[email protected]

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