Implement a 90-Day Social Media Marketing Strategy
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This PPT shows you how to get started in your social media marketing efforts in as little as 90 days.
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Implement a 90-Day Social Media Marketing Strategy
- 1. How to implement a Social Media Marketing Strategy in 90 days Bob Barker VP Corporate Marketing and Digital Engagement Alterian http://twitter.com/bob_barker Learn more
- 2. First of all learn about how social media is changing the way the world communicates Learn more
- 3. Why is it important? Learn more
- 4. Why is it important for marketing? “When Advocates Talk, Brands Grow”™ 22squared.com
- 5. Consumers no longer trust advertising and traditional corporate channels.
- 6. Consumers have found ways to tune us out. Learn more
- 7. People are talking and listening to each other about your brand. Learn more
- 8. Perhaps it is time you started understanding listening and participating too? Learn more
- 9. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 10. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 11. There are tools to help brands listen Social Media Monitoring Tool
- 12. How does it work? Collect Store Social Media Warehouse Analyse Engage Learn more
- 13. WARNING:You are not required to Blog or Tweet to use an SMM tool Learn more
- 14. Instant Market Research Learn more
- 15. Marketers have never had it so good “Never before in the Marketing Holy grail = field of marketing understand what your was so much customers want known about so many by so few” Learn more
- 16. Is anyone actually talking about us then? Learn more
- 17. Volume of conversations Learn more
- 18. Drill into the actual conversations Learn more
- 19. But what is the competition up to? Learn more
- 20. Compare with competitors Do we need to increase our SM activity? Learn more
- 21. Show me the money Learn more
- 22. Brand protection mechanism Learn more
- 23. Are they being nice? Learn more
- 24. Sentiment and Tone Learn more
- 25. And how influential are they?
- 26. Show me the money “We did not put the customer first” Toyoda, Sunday Times 28th March Learn more
- 27. Identify your influencers Learn more
- 28. Who are these people who have the time to talk about us online? Learn more
- 29. Demographics
- 30. Where do they hang out? Learn more
- 31. Auto Domains Learn more
- 32. The communities that advocate your products • Join communities that advocate your products • Join that of your competitors Learn more
- 33. Create community “We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversation. It’s not possible to participate in all of the threads, but there are ways to identify which conversations are the most influential, which ones have the greatest reach, and those are the one in which we’re most likely to participate. We've also created a consumer advocate community as well as a platform that we’ll be launching in a few weeks to support their activities.” Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
- 34. What are the trends in what people are saying? Learn more
- 35. Word and Author Tag Clouds Use in your SEO Learn more
- 36. Understand the geographic spread of conversations – find new markets
- 37. Show me the money Fortune 500 consumer products company discovered that over 75% of its marketing spend did not reach its most influential social channels Learn more Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
- 38. 90 Day Flowchart, L-A-S-E-L Listen Analyse Strategise Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 39. Raging River If you launch into Tweeting and blogging and posting videos to youtube without a plan you will fail. It’s that simple. “You wouldn’t jump into a raging river without knowing how to swim, don’t create a Twitter account without knowing how to use it.” Lisa Barone, Outspoken Media
- 40. Step 1: Set business objectives • Bring outside ideas into the organization • Generate more word of mouth • Increase customer loyalty • Increase product/brand awareness • Improve new product success ratios • Improve public relations effectiveness • Reduce customer acquisition costs • Reduce customer support costs • Reduce market research costs • Reduce product development costs Learn more
- 41. Step 2: Secure your brand’s online identity Try and control your identity on the Web. You might not use all the accounts but do your best to secure a unified social media username as soon as you can. Learn more
- 42. …and a few more steps 3. Who are you? Who do you want to talk to? Get your company story straight. And work out where you want to take that story. Understand who your customers are and what communities are important to them – and therefore to you. 4. Set the ground rules Who owns your Social Media Marketing strategy? How will it be integrated into your general marketing plan? Who from the company will participate? How much time will be spent on social media? How will you deal with negative criticism? 5. Benchmark against your competitors What are your leading competitors doing in this Learn more space?
- 43. And finally, decide what to measure Decide what increase or decrease percentage of change you would like depending on the business need: - reduce demand on the call centre by X percent - reduce returned products by x percent - increase leads by X percent - increase sales by X percent Learn more
- 44. 90 Day Flowchart, L-A-S-E-L Content Build Listen Analyse Strategise Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 45. Content Build: Social Media publishing Learn more
- 46. The Top 3 Tips • Be Interesting • Be Accessible • Be Findable Learn more
- 47. Be interesting Effective social media marketing begins and ends with the CONTENT. If you don’t have something interesting to say all your other efforts will be for not. It’s all about the CONTENT. Learn more
- 48. Be accessible In social media distribution is cheap. Deploy and test as many new CHANNELS as you can. Doing so enables your customer to choose the time and place of engagement. Learn more
- 49. Be findable You can boost your accessibility by making sure your deployed assets are findable by your customers. Ensure your content and deployment strategy are as SEARCH friendly as possible. Learn more
- 50. Write Once Publish many Tweet key takeaways Repackage as presentation Start a discussion Add voice for video Chop into episodic blog posts Deploy as formal release Repurposing content opens new points of distribution and has a compounding effect on reach
- 51. Asset deployment by SM channel Learn more
- 52. Twitter deployment Scedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2 Learn more
- 53. X Personal Blogs
- 54. Moving Towards a Holistic Web Presence 1. 2. 3. MicroBlog/Realtime Blog/Community Website/Surfers Coffee Shop Library Store Chat/Gossip/Tips/Links Reading/research/Education/Sharing Learning/watching/buying Learn more
- 55. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 56. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 57. 90 Day Flowchart, L-A-S-E-L Content Build Listen Analyse Strategise Broadcast Engage Listen Only? Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 58. Do it yourself “Ask not what your company can do for you ask what you can do for your company (and yourself)” Learn more
- 60. Ways to Engage Questions Solutions • Who are you fans? • Talk to them, love them back • Who wants to help? • Empower them, they will tell others • Who is damaging the • Take ACTION, get brand feedback, say “I’m Sorry” • Who is looking for • Identify them and engage your products? Learn more
- 61. Sales Engagement 1. Find those that are interested in your products so you can join the conversation 2. Establish a daily routine 3. Participate in the conversations – build relationships Learn more
- 62. But do they actually want to buy something? Is it just talk? Learn more
- 63. Identify, allocate the conversation, speak to them and add value Learn more
- 65. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales. Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
- 66. Conversations create transactions – people buy from people Learn more
- 67. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
- 68. Ongoing Process – for marketing Listen Building Engage Brand Analyse Develop Content Learn more
- 69. Ongoing Process – to empower staff Listen Community Join the Transact Building conversation Provide Value Learn more
- 70. Importance of Social Media Monitoring and interaction in creating a perfect market HIGH HIGH Social Media Conversations Internet and Customer Social media Engagement influence on Search operational engagement excellence required LOW LOW UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE CUSTOMER ENGAGEMENT
- 71. It all starts with listening Conversations Create transactions Social Media Publishing/ marketing Instant Market Research Brand Protection Learn more
- 72. Next Steps Use the tool Learn more Visit the stand E6000 Read the book bob.barker@alterian.com http://twitter.com/bob_barker