Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Amping Up So Me Mktg Strategy R2i
1. Amping Up Your Social Media Marketing Strategy Ken Chow kchow@r2integrated.com
2. Agenda Coming to Grips The New Dynamic Brands Become Publishers Adapting the Organization Leveraging Sharing behavior Summary copyright r2integrated, LLC 2009 – confidential and proprietary
3. Coming to Grips Or: How I Learned to Stop Worryingand Love Social media copyright r2integrated, LLC 2009 – confidential and proprietary
4. Coming to Grips The 5 Stages ofTechnology Introduction: Denial Anger Bargaining Depression Acceptance
5. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism
6. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation
7. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment
8. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment Practice
9. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment Practice Adoption
10. The New Dynamic: “I, for one, welcome our new Consumer Overlords…”
11. The New Dynamic Consumer in Control Decisions Driven by Content and Peer Advice Self-Organizing Communities Media Hierarchy Subverted Brands Must Directly Engage Consumers Sharing as the X - Factor
25. Platform and Technologies Brands used to rent the publishing platforms the used, now they must own or control them outright… Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer
26. Vendors Content must match the mission… Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer
27. Internal Skill Sets As must your own talent pool… Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer
28. Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer Adapting the Organization
31. Overview Company: Leader in the innovation and development of DHA omega-3 products that promote health and wellness. Challenge: Promote awareness of brain health and encourage people to take action Target Audience: Young and expectant mothers, other health-conscious adults
35. Becoming a Publisher… Added technology to support distribution Engaged vendors to create compelling content Shifted internal responsibilities to staff content creation and community management positions
42. What to Do Tomorrow? See the Web as a Buying Engine Look Beyond the CMS Focus on Optimizing Content Examine Organizational Requirements Vendor Profiles
43. Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer Adapting the Organization
48. Two Types of Social Networks We seek to reduce risk and gain rewards… Technical Networks Commonality: occupation, professional interest, or technical skill Seeking/Giving: technical data, or specific job-related information Sharing Motivation: inclusion, status, reputation Trust and Admiration Networks Commonality: personal affiliation (friends, associates) Seeking/Giving: personal views and status, advice on decisions and purchases Sharing Motivation: ego (recognition, admiration, and trust) copyright r2integrated, LLC 2010 – confidential and proprietary
50. Trust and Admiration Networks copyright r2integrated, LLC 2009 – confidential and proprietary
51. Sharing Motivation People in these two networks share thingsthat meet one or more of these basic criteria: Transactional Value – “I’m generous” Entertainment – “I’m fun” Information Useful for Daily Life – “I’m smart” Ideology – “I’m good righteous” copyright r2integrated, LLC 2010 – confidential and proprietary
55. Ideology copyright r2integrated, LLC 2009 – confidential and proprietary “I am righteous.”
56. Social Bridging The Goal:Changing opinions and buying decisionsthrough the sharing of contentby others who accept your value proposition i.e. , making “advocates” copyright r2integrated, LLC 2009 – confidential and proprietary
57. Social Bridging The Method:Use social medianot as a broadcast medium, but as a place to identify, empower, and reproduce advocates copyright r2integrated, LLC 2009 – confidential and proprietary
58. Social Bridging The Mission:To locate likely advocates,arm them with valuable content,and ensure sharing mechanisms are in place copyright r2integrated, LLC 2009 – confidential and proprietary This is not a “one and done” proposition, advocates represent an ongoing relationship that must be actively maintained.
59. Social Bridging copyright r2integrated, LLC 2009 – confidential and proprietary Identify – Empower –
60. Applying the Theory So now what? copyright r2integrated, LLC 2009 – confidential and proprietary
71. Buying Behavior Motivation Whose Problem is It? Aspirin or Vitamin? Risk/Reward Needs/Wants Form/Function Price Decision Making Influencers vs. DMs Evidence/Information References Peer Advice copyright r2integrated, LLC 2009 – confidential and proprietary Where are these communities? How do they operate? How do you intersect?
72. Content Generation Which Audience? Technical/Non-technical Match the Motivation Does it affect their “In Box”? Shareable Value Transactional Entertaining Useful Information copyright r2integrated, LLC 2009 – confidential and proprietary Ask yourself, and ask key customers: “Would you share this?” “Why?” Be honest…
73. Sharing Systems and Technologies E-mail The Original Social Network Embedded sharing mechanisms (e.g. influencer widgets) copyright r2integrated, LLC 2009 – confidential and proprietary
74. Sharing Systems and Technologies Social Media: Inherent Mechanism( e.g. Facebook) Adjunctive Mechanisms(e.g. Facebook Connect API) Share This Ad Buys copyright r2integrated, LLC 2009 – confidential and proprietary
75. copyright r2integrated, LLC 2009 – confidential and proprietary Sharing Systems and Technologies Other Community Environments: Company Micro-sites 3rd Party Promotion Sharing Sites (e.g. coupon sites) Partners
76. Example Framework Can Moe grow? copyright r2integrated, LLC 2009 – confidential and proprietary
82. Create Social Bridge to…Reach through Social Bridging copyright r2integrated, LLC 2009 – confidential and proprietary
83. Main Objective copyright r2integrated, LLC 2009 – confidential and proprietary ActiveLoyal Loyal Occasional Rarely Never Been Shifting the population…
84. Bridging Methods copyright r2integrated, LLC 2009 – confidential and proprietary Inside the existing TMGFD base, email is the connection and sharing method. Active Loyal Outside the TMGFD base, the connection and sharing method is via social mechanisms. Loyal Occasional Rarely Never Been
85. Tactical Overview Facebook portal delivers valuable content, builds loyalty Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connecton amicro-site or landing page amplifies it. Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook 300K+ email base Join Join Acquire Social Media buysdrive other outsidemembers to join Email with engaging primary offer and sharing mechanisms. Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions copyright r2integrated, LLC 2010 – confidential and proprietary
As part of the marketing plan R2i used its social marketing framework. One part of the framework is to leverage already existing communities. This is a simple example of how to use Google to find them. Many communities including these were told about the brain health index
But first 6 Quick Truths…
You may have seen this before in a previous webcast
Emphasis here;re-enforcement of key conceptNot to say that there’s no altruism, but it’s not driving most sharing…
When you share it, it says “I am generous”
Identify through understanding of customer buying behaviorEmpower with share-worthy and sharable contentReproduce through enabling bridging behavior
First a note on approach…
An identified group of advocates exists in the Loyal and Active Loyal Groups – email base
