Bma strategic thinking_for_social_media_marketing_success

Strategic Thinking for
Social Media Marketing Success
with Suse Barnes of

Susby Internet Solutions
May 22, 2012

1

Introductions
• Who is Susby?
• Who are you?
– Solopreneurs
– Consultants
– Marketing Managers
– CMOs
– Community Managers
– Using Social Media
– New to Social Media

What is the web today?

Strategic Thinking for 3

The Funnel has Reversed

We (consumers) have a voice.
I.e. Your customers have something to say,
and, people are listening to each other


New Media Marketing?
Traditional Marketing Social Media Marketing
– Broadcast – Personal Conversations
– Big Budget – Smaller Budget
– Mass Media, – One to One, One to
One to Many Many, Many to Many
– Brand Equity – Brand Ambassadors
– ROInvestment – ROInfluence


Is content still king?

Communication?

Entertainment?

Source: Hubspot

Social + Media = We are the media

• Listening
• Sharing
• Participating
• Voting
• Communicating
• Connecting
• Collaborating


The 4 P-Shift

P
RODUCT
RICE
LACE
ROMOTION P EOPLE
ROXIMITY
ROMISES
ARTNERSHIPS


Why do we need to participate?

http://www.youtube.com/watch?v=x0EnhXn5boM


It’s not a sprint…


It’s a marathon


“Failing to plan is planning to fail.”
- Winston Churchill


How to develop a winning social media
strategy:
• What is your goal?
– Finishing, winning, beating your PR?
• Who are you?
– Fit, fast, slow, strong, weak, injured, confident?
• How do you plan to accomplish the goal?
– Strategy? Pre-race, in-race, post-race
• Are you ready?
– Resources: Shoes, food, training


How to win (your marathon):

1. Identify a clear and realistic goal.
2. Know yourself, SWOT.
3. Create a plan.
4. Implement the plan and be flexible.
5. Reflect and refine for next time.


1. Define the goal

• Is it attainable?
• When will you achieve it?
• How long will it take to accomplish?
• What will success look like?
• How will you measure that success?


2. SWOT

• What are your Strengths, Weaknesses,
Opportunities and Threats?
• Who is your competition?
• What is the competition doing to
accomplish their goals?
• What can you learn from competitors?
• Hint: Are you doing lots of LISTENING?

3. Create a plan

1. Think LOVE
2. Ask yourself the ABCD questions:
A. Who is your Audience?
B. What is the Business Benefit of the
relationship?
C. What is your Content plan?
D. What Distribution channels will you use?


Think first, then plan

• What are you marketing?
• Which social networks will you participate on and
why?
• How will you engage with your community?
• What is your strategy including
– Frequency
– Voice
– Measurement?


What are relationships made of?


Your Social Media Plan

LOVE

L - Listen
O - Offer
V - Visit
E - Engage


Your Social Media Plan
LISTEN (You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?)
to everything that is being said about your product/service and industry ->
RESEARCH (who is your friend?)
Your market, Your Competition, Potential Partners, Current Trends,
Customers (Existing and Potential)
Participate in conversation with questions, comments, likes, follows etc.
(Participation is marketing)
OFFER
Share what interests your community (Content, Content, Content)
Create good content, content worth sharing (Content, Content, Content)
Value and ENTERTAINMENT (Content, Content, Content)
VISIT
Build your network so you have people to talk with and connect with
Grow through learning about others and understanding what they like
ENGAGE
Nurture your community members, show that you care, because you do
You want the answer to be “YES!” What would that take? (Content and Frequency)


Tools

• Where will you participate?

• What are your resources?
• What networks/tools are best?
• Why?
• How do you know?


Ideas for Campaigns

• How will you implement the strategy?
• What campaigns will facilitate it?
• Strategy = Simple
• Tactics = more complex


4. Implement the plan and be flexible

Real-time A(B)CD:
Be Authentic
Be Human
Focus on your Community
Be Dedicated to your customers


Be Human

http://www.youtube.com/watch?v=OAlyHUWjNjE


Success?

• Were you successful?
• What does the picture of success look like?
• How do you measure your success?
• What will you learn in the process of
creating your strategy, implementing it and
measuring the results?


Social in the big picture?
How does your social strategy fit into your overall marketing strategy?

1. What is the goal?
2. What is your overall marketing strategy?
3. What tools are going to be most effective?
4. Are you supporting an existing strategy or
creating a new form of buzz?
5. What works, what didn’t work and why?


B2B Social Marketing Tips

B2B Facebook Marketing Tips:
http
://socialmediab2b.com/2011/06/b2b-facebook-mark
/
5 Ways B2B companies can use Facebook
Timeline: http
://socialmediab2b.com/2012/03/b2b-facebook-time
/

SocialMediaB2B.com Top B2B Companies on Twitter
(January 2011)
1. Hubspot (@Hubspot)
2. Forrester (@Forrester)
3. eMarketer (@eMarketer)
4. CME Group (@CMEGroup)
5. comScore (@comScore)
6. Cisco (@CiscoSystems)
7. Gartner (@Gartner_Inc)
8. Oracle (@Oracle)
9. radian6 (@radian6)
10. Intel (@Intel)
Source: http://socialmediab2b.com/2011/01/b2b-top-10-companies-twitter-list/#ixzz1vXA6dHoT


B2B Social Media Strategy

Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers


Be Best-In-Class in B2B

Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers


Fish where the fish are

Fish where the fish are


Think Three R’s

Reach
Relevance

Return


Think Three R’s

Return
Relevance

Reach


Be Different, Be Remarkable


Who Are You Talking To
Who Are You Talking With?

1. Where does your audience spend most of their
time online?
2. Why do they spend their time there?
3. Who are they?
4. Who are your fans?
5. Who are your enemies?
6. How do you start conversations with both of
these groups?


Distribution

• There is a lot of noise out there
• It’s ok to repeat (or retweet)
• Sharing is good
• Content is always king, frequency is queen
and entertainment is the jack of all parades
• Create an editorial (social media) calendar
and ALWAYS offer value

Will it blend?


Did it blend?
• $50 gets 6 million hits in 5 days
• 650% traffic increase
• 5x the amount of sales
‘ “a breakthrough in demographics“
for BlendTec’s brand awareness and
image creation.’
-- ROI for BlendTec’s “Will it Blend?” Campaign March 13, 2009
by Joy-Fleur Brettschneider


Don’t

• Write or say anything you wouldn’t do or say
in front of your mother
• Broadcast
• SHOUT
• Copy
• Forget about the elephant!


http://www.bnet.com/blog/businesstips/nestles-facebook-pa


Are you offering Value?

• Free Webinars
• Infographics
• Events
• Free information
• Fun
• Quotes


https://pinterest.com/search/?q=supply+chain



Cisco distributes its social presence on all networks



Cisco distributes it’s social presence on all networks
http://socialmedia.cisco.com

Learn from Cisco

• http://socialmediab2b.com/2010/05/cisco-faceb
• http://www.youtube.com/watch?v=thQxfWHDR
- SuperFan Launch
• http://www.smartinsights.com/social-media-mar


Cisco’s
SuperFan
Spotlight

“together we are the
human network”


http://www.youtube.com/watch?v=CHtyQJzTy70


But First we Need to Measure

Implementing marketing campaigns is
worthless unless you know how they performed.
I.e. What is the ROI (return on investment)?
AKA Return on Influence in social media circles

Remember, even if you’re not paying to promote
on social networks, you’re still spending time.


Measuring Marketing Campaigns

 Web = Digital
 Digital = Trackable
 Trackable = Analytics
 Analytics makes it super easy to measure
performance of marketing campaigns


Measuring Marketing Campaigns
Types of campaigns and tools
– Driving Visits to the Website
• Google Analytics [FREE]
• Webstat
• Omniture
– Facebook Fan Page/Advertising
• Facebook Insights [FREE]
– Twitter Engagement
• http://bit.ly [Free]
• http://www.hootsuite.com [Free]
– Social Media Marketing Performance Tracking


Social Media Marketing
Performance Tracking
• Radian6 - http://www.radian6.com
• Biz360 - http://www.biz360.com
• Trendrr - http://www.trendrr.com
• Infegy - http://www.infegy.com
• Lithium – http://www.lithium.com
• Unilyzer - http://www.unilyzer.com
• SocialMention – http://www.socialmention.com
• Trackur – http://www.trackur.com


Always More…

• 20 Tools for Tracking Social Media
• Viral, Social, Senitiment, Mobile: 4 Delightful Web Analy
- blog post by Avinash Kaushik
• Social Media Analytics: Twitter Quantative & Qualitative
- another blog post by Avinash Kaushik


Remember the Secret?

It’s not about marketing,
it’s about relationships and trust.
Build sustainable relationships.


Thank You BMA NorCal
Marketing Roundtable!

Connect with Suse (Susan) Barnes:
Susan@susby.com
http://www.susby.com
http://twitter.com/susby
http://www.facebook.com/susby
http://www.linkedin.com/in/susanbarnes
http://www.pinterest.com/susby
http://gplus.to/susby
Phone/SMS: Media Marketing Success
Social
(415) 305-6403

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