A Recipe To Add Social Media To Your Marketing Mix
1. What is Marketing 2.0?
A Powerful Mix of New and Traditional Marketing Tactics
Social networks (e.g. Facebook, virtual worlds), gaming,
Social Media widgets, wikis, Blogs, Twitter, RSS, podcasting, videocasting
+ Traditional Marketing
Marketing 2.0
Scenario 1 Scenario 2
Event Webcast Search Banner Blog Video Twitter Print
Expense
Buzz
Conversion
Loyalty
Advocates
2 Source: New Language of Marketing 2.0, 2009
2. Basic Definitions in Social Media
Virtual World: Immersive social experience
Facebook / Myspace: Social Networking
LinkedIn: Career-focused networking
Viral: Leveraging pre-existing social networks in self-replicating process
Serious Game: New way of education and enablement ent
n
Widget: Mini-web app
Wiki: Users freely create and edit web site content
Blog: Web-based discussion tool
Twitter: Micro-blogging web and mobile-based
RSS: Web-feed format used to publish frequently updated content
Podcast: Series of digital media files for playback on portable devices
Videocast: Online delivery of video clips
Survey Monkey: Online Survey & Polling platform
SEO: Search engine optimization – maximizing exposure on search engines
Google Alerts: Keyword scan alerts of new info & search ranking changes
3 Source: New Language of Marketing 2.0, 2009
Why Now?
In a tough economic climate
The market has evolved aster
Web 2.0 moves your clients to act faster
Web 1.0 Access information, purchase online ness
Awareness
Web 2.0 Share, Collaborate, Experience, Interest
Participate and Co-Create
Desire
Message Message
Mes
Action!
ction!
Marketing Marketing
Goals Goals
Adaptive
A daptiive
Adaptive
Adapti
t
tive
Robust
Audience Audience
Parameters Profile
Audience Audience
4 Source: New Language of Marketing 2.0, 2009
3. Marketing 2.0: Better Return, Relationships and Results
Better ROI
Expenses
Better Collaboration
Better Results
64%
Market share
Source: WinterGreen Research, Inc.
Source: New Language of Marketing 2.0, 2009
Source: IBM
5 Source: DemandGen Report
Marketing 2.0 - Cookbook
Combination of Traditional and Web 2.0 Marketing
Analyze the Market
Nail the Relevant
gy
Strategy & Story
Go to Market…Socially
Energize the Channel
& Community
Leads and
Revenue
Scream!
6 Source: New Language of Marketing 2.0, 2009
4. New Research Methods
Be Prepared to Monitor and Respond
BANTER tool to help identify and listen
to influencers and creators through blogs
and communities
7 Source: New Language of Marketing 2.0, 2009
Analyze the Market & Create the Strategy: Segmentation
Digital Citizens & General Population
Vital Stats
20% of employees at
oyees
large U.S. companies
now contributing to
Web 2.0
U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000
US Census Bureau, 2000 Census Demographic Profile
8 Source: New Language of Marketing 2.0, 2009
5. Key Actions
Analyze the Market
1. Identify key sites and blogs where
conversations are happening
2. Develop a repeatable, systematic
and focused process
3. Explore segmenting by Digital
Citizen model
4. Develop your Social Sweet Spot
model
9 Source: New Language of Marketing 2.0, 2009
Nail the Strategy and Tell the Story
IBM Virtual Data Center
D
Data Center in Sec
enter SecondLife
t
Corporate Social
Responsibility
Branded &
Lightly Branded
Role Based
Live your strategy
10 Source: New Language of Marketing 2.0, 2009
6. Nail the Strategy and Tell the Story
Branded & Lightly Branded
11 Source: New Language of Marketing 2.0, 2009
Key Actions
Nail the Relevant Strategy & Story
1. Use social media to demonstrate
your strategy – i.e. Green, etc
2. Explore how you will operate
differently as the orchestrator of
the brand & not the owner
3. Look for opportunities to provide
a human face to your brand
4. Develop your strategy with
authenticity in mind
12 Source: New Language of Marketing 2.0, 2009
7. Go To Market … Socially
Value Proposition
Relationships
Influencer Value
Develop your value
proposition with your
customers
13 Source: New Language of Marketing 2.0, 2009
Go To Market … Socially
Building relationships drives business value
Customization
Value Proposition
Relationships
Co-Creation
Influencer Value
Collaboration
Over 10,000 conversations to date
14 Source: New Language of Marketing 2.0, 2009
8. Go To Market … Socially
The Wheel of Influencers Has Broadened
Value Proposition EMPLOYEES CUSTOMERS
Relationships
LOCAL
INVESTORS COMMUNITY
Influencer Value
COMPANY
ACADEMIC
PARTNERS
COMMUNITY
GOVERNMENT MEDIA
15 Source: New Language of Marketing 2.0, 2009
Key Actions
Go to Market…Socially
1. Develop your wheel of influence -
What does your wheel look like?
2. Use social media to define and
New Existing
develop value proposition
collaboratively
3. Embrace co-creation with your go-
to-market plan
4. Execute so that every influencer
feels touched individually
16 Source: New Language of Marketing 2.0, 2009
9. Energize the Channels and the Community
The New Technology Vessels
y
17 Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Education
Serious Gaming
Widgets
Social Networks
Blogs
Twitter
Vital Stats
Average age: 33
ge
47% in 18-49 bracket
24% over 50
18 Source: New Language of Marketing 2.0, 2009
11. Energize the Channels and the Community - Education
21 Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Sharing
Smart SOA Widget
Serious Gaming
Widgets
Social Networks
Blogs
Twitter
22 Source: New Language of Marketing 2.0, 2009
12. Energize the Channels and the Community – Community
SOA Social
Vital Stats
s
50% of online Americans
use social networking services (SNS)
U.S. SNS users grew 10% last year
U.S. advertising spend on SNS will
double over the next four years
from $1.3 billion in 2008 to
$2.6 billion in 2012
S
Sources: U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008),
U.S. Online Consumer Behaviors Survey (August 2007), U.S. Consumer Online Attitudes Survey, (June 2008)
23 Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Dialogue
Serious Gaming
Widgets
Social Networks
Blogs
Twitter
24 S
Source: New Language of Marketing 2.0, 2009
13. Energize the Channels and the Community – Dialogue Dell
http://www.dell.com/twitter
ƒ Used for promotions, customer Links to Other
Social Media
service and community building
activities Facebook
RSS
ƒ A ‘master’ account @Direct2Dell Video
drives traffic by ‘following’ Idea Factory
Flickr
segment accounts 28 Twitter Streams
Boards
Blogs
8 Non-English
ƒ At least 26 business areas have Geo-Specific
official representatives on
Twitter
Tool Chest
ƒ Who you follow Tweetscan.com / search.twitter.com – search Tweets for company/keywords
influences your http://dossy.org/twitter/karma/ - See who follows you and follow them
http://is.gd/ & http://bit.ly/ - shorten URLs to a bare minimum
followers Tweetlater.com/ - Schedule tweets & much more
TweetDeck.com/ - Breaks Twitter feeds into bite-sized pieces
25 Source: New Language of Marketing 2.0, 2009
Key Actions
E
Energize the Channel & Community
1. Determine what your goals are
first– i.e. education, sharing, etc.
2. Learn, learn, learn – drive
education to your organization
3. Experiment with what works!
4. Start by adding to what you
already do – like adding social
functionality to your website or
optimize for search engines
5. Constantly listen!
26 Source: New Language of Marketing 2.0, 2009
14. Leads and Revenue Campaign
Effectiveness
Response
Show Me the Money! Section
Management Section
Campaign
Analysis
Reports
Leads & VLR
Dashboards
The New Metrics
Install Base
Reports
Pipeline
Contribution
Section
27 Source: New Language of Marketing 2.0, 2009
Leads and Revenue
The New Metrics
Frequency of
relevant
conversations
Conversations
mention the
brand on
popular
communities
Conversions to
Relationships
relationships
to purchases
Source: Forrester Research
28
15. Key Actions
Leads and Revenue
1. Select the right set of metrics – both
qualitative and quantitative
2. Build a marketing dashboard, not a
single ROI calculation
3. Design your dashboard to be relevant to
your business
4. Track what’s valuable, not just what’s
measurable
29 Source: New Language of Marketing 2.0, 2009
Putting it All Together – Basic Recipe
Goals Greater volume of leads through more web traffic
Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
Co-sponsor events Online polling to build agendas, Facebook and
LinkedIn profiles and groups help share information,
offers and encourage conversations around targeted
topics
Static web banners Blog feed banner
Newsletters Interactive signature, drive to widget download
Sponsorships
Microsite Video/Blog comments, user ratings of offers
Email blast to rented lists Register for mobile alerts
Sponsored webcasts Live chat, user-generated forum
30
16. Putting it All Together – Advanced Recipe
Goals: Greater loyalty through community collaboration
Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
SMEs speak or work peds at SMEs to post relevant comments, links,
events podcasts, links on existing community sites
User/Customer Group meetings Establish an online community
Set up a board of advisors (or Target specific focused blogs and
sales focus group to get communities to help influence sentiment and
feedback on your strategy or get feedback on positioning and products
test your messaging
Push branded messages Create two-way channel for your brand -
Facilitate creation of community generated
content - videos, podcasts and allow users to
remix & comment socially
31
Top 5 Do’s to Marketing 2.0
1. Keep your eyes on Profit Generation
2. Remember Marketing is about intimate relationships
3. Leverage the power of Web 2.0
4. Understand the value of the Influencer
5. Tune your Marketing Mix
32 Source: New Language of Marketing 2.0, 2009
