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Nine ways
                                                                                     your business
                                                                                     could be
                                                                                     using social
                                                                                     media, but
                                                                                     probably isn’t.


© 2009 north venture partners, llc | www.dontgosouth.com   |   www.northsocial.com
social media isn’t just for interns

                                                                                            “
                                                                                            For companies,
                                                                                            resistance to social
                                                                                            media is futile.

                                                                                            Millions of people are
                                                                                            creating content for the
                                                                                            social web. Your
                                                                                            competitors are already
                                                                                            there. Your customers
The emergence of a powerful new                This just in, consumers are now              have been there for a
communication platform that reaches well       spending more time on social                 long time.
over 300 million consumers is nothing short    networks than any other form of
of remarkable, but it also might not be the    website, including porn.                     If your business isn't
best time to hand over the keys to an intern                                                putting itself out there, it
to drive the conversation. Sure, these new     To make the most of this newly emerging      ought to be.”
platforms are the playground for the young
                                               opportunity to connect with your consumer,
and connected, but the user profile of most
                                               to shape your brand, and develop long-term
social networks is older than you might        customer relationships at a fraction of
think, and its climbing quickly.               „above the line‟ media costs, this
                                                                                            BusinessWeek, 2009
                                               opportunity simply can‟t be squandered.

                                                                                                                           2
setting up an account is not a strategy




While the simplicity of social platforms can   media might just be an express ticket to   Take a quick inventory of how you are
enable rapid growth, it can also create a      nowhere.                                   leveraging social media today:
false sense of accomplishment for those
who don‟t create a focused plan to leverage                                               o   Public Relations
the power of these platforms for real
                                               Regardless of whether you have             o   Customer Support
                                               one or one million friends,                o   Market Research
business goals. Now is the time to take a                                                 o   Brand Marketing
                                               followers, or fans there are
moment and think about your overall                                                       o   Promotions
business strategy and what role social media
                                               multiple ways your business                o   Consumer Education
                                               could benefit from a more                  o   Sales
might play in hitting your objectives. The
                                               proactive social media strategy.           o   Product Development
bad news, if you don‟t currently know                                                     o   Customer Relationship Management
where your business is heading, than social


                                                                                                                                  3
1. public relations




Social media platforms touch well over 350    messages about you, your company, your   How the various platforms are employed to
million people world wide every single day.   brand, or your entire industry.          shape the public perception, and to impact
These platforms represents one of the most                                             traditional media channels is part art, part
direct and immediate channels into the                                                 science. Crafting compelling messages, and
hearts and minds of consumers, voters, and
                                              Social media platforms present a         embracing transparency are the foundation
                                              completely new opportunity to
the public media. For certain brands this                                              for success.
                                              instantly deliver messages to
platform can be a direct communication
platform that enables brands to find
                                              millions of people. The impact
                                              on public relations is simply
supporters and evangelists (by filtering
                                              ground shaking.
through organic posts) as well as identify
dissenters, opposing threats and negative


                                                                                                                                      4
2. customer support




For a huge number of businesses there is a        Where traditionally customer                   also feel more connected to a larger pool of
hidden cost that is rarely discovered until       support has been viewed as a                   consumers who also use the same product
after it‟s too late in the game. Long after the   cost center, smart brands are                  or service. It‟s hard to argue with a potential
sale is made, this hidden problem can grow        starting to use social networks to             win/win scenario.
into a huge drain on profitability in the form    help offload their support costs
of customer support costs. Good customer          on to a community of super
service is essential to maintaining a positive    users.
brand image, and it is a key strategy to
eliminate product returns.
                                                  The net effect of this strategy is often two
                                                  fold. Consumers get the support they need
                                                  (at virtually no cost to the brand) and they

                                                                                                                                                   5
3. market research




The value of good information is hard to       Having access to tens of                      for gathering information. Sure, you‟ll still
measure. Launching new brands,                 millions of consumers who are                 need some sharp minds and effective tools
developing new products, and effectively       openly talking about their                    to filter through all the garbage, but there is
targeting a new pool of consumers requires     rational and emotional needs is a             a reason commercial fisherman use a net
knowledge that simply doesn‟t exist inside     newly discovered goldmine for                 instead of a hook. If you are thinking about
the four walls of your company.                market research.                              changing directions, launching a new brand
Traditionally brands seeking market                                                          campaign, or just itching to know what
research have had to rely on expensive                                                       consumers are thinking about your business,
                                               Real time analysis of consumer trends,
firms who pool consumer opinions,              virtual focus groups, and other insightful    product, or brand, the answers are closer
feedback, and insights into structured         interactions are all made possible at a       than you think.
presentations that cost both time and money.   fraction of the cost of traditional methods

                                                                                                                                               6
4. brand marketing




While this may be one of the most common          platforms from Facebook to the iPhone.       While the sheer size of this new channel
ways that brands are currently using social       Each application provides some utility for   (and half a dozen triple lattes) can often get
networks, there are clearly those that „get it‟   the customer, from store locators, to pre-   brands so excited that they can‟t help but
and those who don‟t. The key difference           ordering your specially customized drink     shout about their product, the real value is in
comes from playing a behavior-supporting          before you even get in line.                 the meaningful relationship that you can
role in the life of your consumer. It is your                                                  foster between the consumer and your
job to make their day a little better by                                                       brand.
                                                  Marketers should take notice of
enabling a social relationship with your
                                                  what they didn‟t do; drown their
brand. Want some simple pointers? Take
                                                  fans in an over-caffeinated flood
Starbucks for example. They have launched
                                                  of chest pounding information
a slew of social tools across a variety of
                                                  about their product.

                                                                                                                                                 7
5. promotions




With the power of direct communication to   Some of the most successful                   (number of friends) they created a
consumer comes the responsibility of        promotions have employed the                  memorable promotion that had a powerful
crafting compelling promotions that get     power of the network itself to                viral effect (for every friend that was
cash registers to ring, put more butts in   create a fan base that didn‟t exist           sacrificed they got a message telling them
seats, and create a contagious pass along   prior to the promotion.                       why; a free Whopper sandwich from Burger
effect. Smart, effective promotions don‟t                                                 King).
require you to have a million fans before
                                            One great example is a Burger King
activation. When brainstormed and built
                                            promotion that asked consumers to sacrifice
right, these efforts can be the key to
                                            10 friends (un-friend them on Facebook) in
doubling or tripling a smaller social
                                            order to get a free Whopper. By playing
presence overnight.
                                            with the core emotional driver of the user

                                                                                                                                       8
6. consumer education




The consumer interaction process as follows    Brands should be leveraging the   Unlike 30 second ads, social networks
a continuum of excite > educate > motivate     interactive capabilities within   present a platform where you can share
> convert. While there are plenty of great     social platforms to educate and   information over a longer period of time.
examples where promotions or marketing         motivate their consumers          Leverage that time effectively and you can
campaigns can execute all of these functions   through discussion boards, “ask   educate consumers about even the most
in one fell swoop, more often than not you     the expert” buttons, threaded     complex solutions.
need to think strategically about how you‟re   discussions, and other media
going to bring your consumer along the path    tools like video, images, and
to a point where they‟re „ready‟ to buy &      reference quotes.
that‟s where the education phase often gets
overlooked.


                                                                                                                              9
7. sales




Integrated retail applications can let you       This newly born ability to sell is             where there are cool kids and not so cool
shop at a virtual fashion show, order a pizza,   starting to catch on and more                  kids. Life comes full circle with the addition
or download the latest album from your           and more retailers are beginning               of the shopping mall style checkout
favorite band from right inside Facebook.        to reap the benefits of enhancing              counters. Smoothie anyone?
With the ability to integrate transactions and   their curb appeal inside the
revenue generating applications into social      social shopping mall.
media platforms comes all of the challenges
that online retailers face today, only things
                                                 The good news is real estate is still cheap,
are a bit more tricky working inside the four
                                                 and you can always be just one click away
walls of a social application.
                                                 from your customer. Plenty of people
                                                 compare social networks to high school

                                                                                                                                                 10
8. new product development




We‟ve already talked about market             their business identify                     innovative new directions for their
research, and what role social media can      innovative new market                       companies. Cisco set up a program that
play to help streamline and strengthen        opportunities, and even assist              awarded the winner of their challenge (to
customer development. There are several       with development of new                     find a $1B opportunity) with a $250,000
other ways that social media can be used to   product concepts.                           cash prize. By leveraging the reach of social
directly impact the product development                                                   media, these companies have been able to
process.                                                                                  harness the brain power and innovation
                                              Market leaders like SAP (software) and
                                                                                          from minds that exist well outside the walls
                                              Cisco (hardware) have recently completed
                                                                                          of their building.
Some companies have started                   programs where they leverage social media
to leverage a public pool of                  to draw upon the collective wisdom of
collective brainpower to help                 crowds to identify new products and

                                                                                                                                          11
9. customer relationship management




One of the most interesting things about   Where list building was a major tactic for     proverbial 15 minutes of fame stretched to
social media is the longitude of the       building an inexpensive platform for           15 years or more. One can only imagine
relationship with the consumer.            marketing to consumers over the last few       what impact a persistent network of millions
                                           years, social media presents an equally        of fans could have. What would it mean if a
                                           powerful long term strategy for keeping        pop band like the Back Street Boys had a
While nobody can predict the
                                           customer relationships in tact tomorrow and    persistent social network that represented
lifetime membership to the
                                           beyond. The impact of the platforms over       even half of the buyers of the 100 million
latest social sites, it seems that         time has not been fully realized, but the      records they sold? Maybe we‟d still be
there is a chance that they could
                                           projections look interesting. With pop music   listening to Lou Pearlman‟s next big boy
outlast consumer‟s email and
                                           stars, authors, and companies building         band instead of Blink 182.
street addresses.                          networks of millions of fans we may see the


                                                                                                                                         12
10. yet to be discovered…




Okay, it‟s true, we told you there were 9     any don‟t fret. This market is changing       From emergency contacts (like twitter sites
categories of how you can use social media    daily, so stay tuned to what‟s coming next.   set up to stream news after an earthquake)
to impact your business and life.                                                           or simple tasks like family management
                                                                                            (”I‟ll pick you up from soccer practice at
                                              The exciting part is that we have
                                                                                            6:00″), we‟re just starting to scratch the
We lied, there‟s 10. Because of the           yet to uncover even half of the
                                                                                            surface of what will evolve in the near
rapid evolution in this market, we decided    ways that these emerging
                                                                                            future. Nearly every day thousands of new
to nominate a 10th category and have          applications and disruptive
                                                                                            applications are launched, and thousands
coined it „yet to be discovered‟. Hopefully   technologies will impact both
                                                                                            more are being drawn up on white boards
the 9 other examples we pointed out inspire   consumer and corporate life.
                                                                                            around the globe, so stay tuned…
some ideas around how social media could
impact your business, but if you didn‟t see

                                                                                                                                          13
how to get started




Let‟s face it, in the complex and ever-           front strategy before lighting the fuse. In
evolving world of social media, it‟s easy for     order to help some of the „not so early‟
even the best of us to take a wrong turn and      adopters out there plot a course of action,
get lost. That‟s why it it‟s essential to first   we‟ll offer up our four step process.
create a highly-targeted social media
strategy with clear, achievable goals;
                                                  The 4 step process:
whether it‟s product development,
                                                  1.   Plan
consumer awareness, PR, or even offline
                                                  2.   Build
foot traffic and purchase. To fully leverage
                                                  3.   Promote
emerging social media tools and techniques,
                                                  4.   Measure
it requires that you put together a smart, up-


                                                                                                14
think like Jane Goodall




The North social team spends quite a bit of        big helping of inspiration by simply            We‟d encourage you to check
time trying to keep our callused thumbs on         observing those brands that are currently       out the Custom Facebook Page
the pulse of what the latest and greatest          making the most of their social presence.       gallery and see what some of the
campaigns, strategies, customizations, and         One of the easy ways to get up to speed is to   best creative minds and
integrations. Sure this emerging media             take a look at what other brands are doing,     innovative brands in the world
platform is still brand spanking new, but          and see what works and (more importantly)       have been able to conjure up.
there are already smart insights that we can       what doesn‟t.
pull from what is happening in this space
today. While your brand might not have the
resources or the will power to blaze new
trails into this digital frontier, you can get a


                                                                                                                                      15
plan




Our planning process typically takes a few     Evaluate                                       Identify
weeks where we work to clearly define the      Evaluating your brand and business             Indentifying the right strategic opportunities
business goals, and unfold a crystal clear     objectives, your business assets, your         for best leveraging your assets and
map of how we plan to get to the finish line   consumer, and your overall brand               resources, so you can focus on building
leveraging the best tools and resources        positioning to help guide and structure each   meaningful customer relationships, increase
available. This „strategy immersion‟ process   social media engagement so that is can be      organization effectiveness, and grow your
breaks down into two main components.          tied back to a business goal.                  social platform effectively.




                                                                                                                                               16
build




From custom pages & content to                  influence on what consumers feel (and say)      Work on it 24/7
promotions & contests, you‟ll probably          about your brand.                               Building up a social media presence is
need a team of talented creative types to put                                                   great, but it‟s only one half of the equation.
together all of the essential ingredients you                                                   Momentum is generated by dedicated
need to create memorable and meaningful
                                                Build great stuff
                                                                                                headcount that maximizes and manages all
social brand experiences. But whatever you      Tap a team of designers and developers to
                                                                                                of your brand‟s activity, which includes both
do, don‟t confuse social media as another       build custom Facebook and Twitter pages,
                                                                                                inbound and outbound messages.
opportunity to shout about your product.        applications, and promotions that
Really take the time to dial in your creative   seamlessly integrate with the look, tone, and
communications; as the images, words, and       feel of your brand while inspiring
content that you choose have a massive          meaningful social interaction.


                                                                                                                                                 17
promote




If you‟re going to take the time to concept        work on is the overarching content strategy   events, user-generated content contests, e-
and deploy an interactive promotion, take          that will be employed to help position your   couponing campaigns, and product
full advantage of the social web and watch         brand for success. Skip this step in the      giveaways. These promotional efforts
it spread. If you want to be a hit at the party,   process and you can quickly find yourself     should center around great content, but
don‟t shuffle around the room handing out          on the outside looking in. Remember, in       ultimately leverage integrated sharing and
brochures explaining the features and              social media, content is king.                promotion technologies that give your
functions of your product. The way to                                                            message the best shot to grow organically.
develop a large and loyal following is by
                                                   Create compelling content
first inspiring people so they‟ll want to
connect with your brand. A major                   Deploy a wide range of engaging
component of the project planning that we          promotional campaigns, including:
                                                   exclusive branded content, sweepstakes,

                                                                                                                                               18
measure




One of the core components to creating            Regardless of the focus of your social         Real time reports
value through social media is your ability to     strategy, the ability to track, measure, and   By listening in you‟re able to 1) mine
measure the impact. We leverage real time         listen to millions of consumers in real time   insights for new opportunities; 2) identify
API‟s and the latest reporting tools to pull in   presents a strategic opportunity that has      key influencers; and 3) understand how our
and analyze millions of daily updates, blog       never existed before now. Hint: If you         promotional campaigns are fairing.
posts, and mentions about your brand. Each        aren‟t tuning into what consumers are          Identifying the tone of what‟s being talked
is tracked for both volume, sentiment (good       saying about your brand, your industry, your   about online (positive, negative, neutral), to
or bad context) and changes in volume or          product, and your competitors, you‟re          uncover timely truths which enable you to
sentiment. With robust measurement in             missing the point.                             build better products, promotions, and
place you can clearly see the impact your                                                        customer relationships.
brand has across the social platform.


                                                                                                                                                  19
let’s talk shop




Don‟t be afraid to ask
Our clients range from start up ventures to
global brands. If you think that you might
benefit from a conversation with a Partner at
our firm, please don‟t be afraid to drop us a
line, we‟d be happy to talk shop.


Please feel free to follow North on Twitter,
join us on Facebook, drop us an email, or
just give us an old fashioned phone call.



                                                20

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9 Ways Your Business Could Be Using Social Media But Probably Isnt

  • 1. Nine ways your business could be using social media, but probably isn’t. © 2009 north venture partners, llc | www.dontgosouth.com | www.northsocial.com
  • 2. social media isn’t just for interns “ For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers The emergence of a powerful new This just in, consumers are now have been there for a communication platform that reaches well spending more time on social long time. over 300 million consumers is nothing short networks than any other form of of remarkable, but it also might not be the website, including porn. If your business isn't best time to hand over the keys to an intern putting itself out there, it to drive the conversation. Sure, these new To make the most of this newly emerging ought to be.” platforms are the playground for the young opportunity to connect with your consumer, and connected, but the user profile of most to shape your brand, and develop long-term social networks is older than you might customer relationships at a fraction of think, and its climbing quickly. „above the line‟ media costs, this BusinessWeek, 2009 opportunity simply can‟t be squandered. 2
  • 3. setting up an account is not a strategy While the simplicity of social platforms can media might just be an express ticket to Take a quick inventory of how you are enable rapid growth, it can also create a nowhere. leveraging social media today: false sense of accomplishment for those who don‟t create a focused plan to leverage o Public Relations the power of these platforms for real Regardless of whether you have o Customer Support one or one million friends, o Market Research business goals. Now is the time to take a o Brand Marketing followers, or fans there are moment and think about your overall o Promotions business strategy and what role social media multiple ways your business o Consumer Education could benefit from a more o Sales might play in hitting your objectives. The proactive social media strategy. o Product Development bad news, if you don‟t currently know o Customer Relationship Management where your business is heading, than social 3
  • 4. 1. public relations Social media platforms touch well over 350 messages about you, your company, your How the various platforms are employed to million people world wide every single day. brand, or your entire industry. shape the public perception, and to impact These platforms represents one of the most traditional media channels is part art, part direct and immediate channels into the science. Crafting compelling messages, and hearts and minds of consumers, voters, and Social media platforms present a embracing transparency are the foundation completely new opportunity to the public media. For certain brands this for success. instantly deliver messages to platform can be a direct communication platform that enables brands to find millions of people. The impact on public relations is simply supporters and evangelists (by filtering ground shaking. through organic posts) as well as identify dissenters, opposing threats and negative 4
  • 5. 2. customer support For a huge number of businesses there is a Where traditionally customer also feel more connected to a larger pool of hidden cost that is rarely discovered until support has been viewed as a consumers who also use the same product after it‟s too late in the game. Long after the cost center, smart brands are or service. It‟s hard to argue with a potential sale is made, this hidden problem can grow starting to use social networks to win/win scenario. into a huge drain on profitability in the form help offload their support costs of customer support costs. Good customer on to a community of super service is essential to maintaining a positive users. brand image, and it is a key strategy to eliminate product returns. The net effect of this strategy is often two fold. Consumers get the support they need (at virtually no cost to the brand) and they 5
  • 6. 3. market research The value of good information is hard to Having access to tens of for gathering information. Sure, you‟ll still measure. Launching new brands, millions of consumers who are need some sharp minds and effective tools developing new products, and effectively openly talking about their to filter through all the garbage, but there is targeting a new pool of consumers requires rational and emotional needs is a a reason commercial fisherman use a net knowledge that simply doesn‟t exist inside newly discovered goldmine for instead of a hook. If you are thinking about the four walls of your company. market research. changing directions, launching a new brand Traditionally brands seeking market campaign, or just itching to know what research have had to rely on expensive consumers are thinking about your business, Real time analysis of consumer trends, firms who pool consumer opinions, virtual focus groups, and other insightful product, or brand, the answers are closer feedback, and insights into structured interactions are all made possible at a than you think. presentations that cost both time and money. fraction of the cost of traditional methods 6
  • 7. 4. brand marketing While this may be one of the most common platforms from Facebook to the iPhone. While the sheer size of this new channel ways that brands are currently using social Each application provides some utility for (and half a dozen triple lattes) can often get networks, there are clearly those that „get it‟ the customer, from store locators, to pre- brands so excited that they can‟t help but and those who don‟t. The key difference ordering your specially customized drink shout about their product, the real value is in comes from playing a behavior-supporting before you even get in line. the meaningful relationship that you can role in the life of your consumer. It is your foster between the consumer and your job to make their day a little better by brand. Marketers should take notice of enabling a social relationship with your what they didn‟t do; drown their brand. Want some simple pointers? Take fans in an over-caffeinated flood Starbucks for example. They have launched of chest pounding information a slew of social tools across a variety of about their product. 7
  • 8. 5. promotions With the power of direct communication to Some of the most successful (number of friends) they created a consumer comes the responsibility of promotions have employed the memorable promotion that had a powerful crafting compelling promotions that get power of the network itself to viral effect (for every friend that was cash registers to ring, put more butts in create a fan base that didn‟t exist sacrificed they got a message telling them seats, and create a contagious pass along prior to the promotion. why; a free Whopper sandwich from Burger effect. Smart, effective promotions don‟t King). require you to have a million fans before One great example is a Burger King activation. When brainstormed and built promotion that asked consumers to sacrifice right, these efforts can be the key to 10 friends (un-friend them on Facebook) in doubling or tripling a smaller social order to get a free Whopper. By playing presence overnight. with the core emotional driver of the user 8
  • 9. 6. consumer education The consumer interaction process as follows Brands should be leveraging the Unlike 30 second ads, social networks a continuum of excite > educate > motivate interactive capabilities within present a platform where you can share > convert. While there are plenty of great social platforms to educate and information over a longer period of time. examples where promotions or marketing motivate their consumers Leverage that time effectively and you can campaigns can execute all of these functions through discussion boards, “ask educate consumers about even the most in one fell swoop, more often than not you the expert” buttons, threaded complex solutions. need to think strategically about how you‟re discussions, and other media going to bring your consumer along the path tools like video, images, and to a point where they‟re „ready‟ to buy & reference quotes. that‟s where the education phase often gets overlooked. 9
  • 10. 7. sales Integrated retail applications can let you This newly born ability to sell is where there are cool kids and not so cool shop at a virtual fashion show, order a pizza, starting to catch on and more kids. Life comes full circle with the addition or download the latest album from your and more retailers are beginning of the shopping mall style checkout favorite band from right inside Facebook. to reap the benefits of enhancing counters. Smoothie anyone? With the ability to integrate transactions and their curb appeal inside the revenue generating applications into social social shopping mall. media platforms comes all of the challenges that online retailers face today, only things The good news is real estate is still cheap, are a bit more tricky working inside the four and you can always be just one click away walls of a social application. from your customer. Plenty of people compare social networks to high school 10
  • 11. 8. new product development We‟ve already talked about market their business identify innovative new directions for their research, and what role social media can innovative new market companies. Cisco set up a program that play to help streamline and strengthen opportunities, and even assist awarded the winner of their challenge (to customer development. There are several with development of new find a $1B opportunity) with a $250,000 other ways that social media can be used to product concepts. cash prize. By leveraging the reach of social directly impact the product development media, these companies have been able to process. harness the brain power and innovation Market leaders like SAP (software) and from minds that exist well outside the walls Cisco (hardware) have recently completed of their building. Some companies have started programs where they leverage social media to leverage a public pool of to draw upon the collective wisdom of collective brainpower to help crowds to identify new products and 11
  • 12. 9. customer relationship management One of the most interesting things about Where list building was a major tactic for proverbial 15 minutes of fame stretched to social media is the longitude of the building an inexpensive platform for 15 years or more. One can only imagine relationship with the consumer. marketing to consumers over the last few what impact a persistent network of millions years, social media presents an equally of fans could have. What would it mean if a powerful long term strategy for keeping pop band like the Back Street Boys had a While nobody can predict the customer relationships in tact tomorrow and persistent social network that represented lifetime membership to the beyond. The impact of the platforms over even half of the buyers of the 100 million latest social sites, it seems that time has not been fully realized, but the records they sold? Maybe we‟d still be there is a chance that they could projections look interesting. With pop music listening to Lou Pearlman‟s next big boy outlast consumer‟s email and stars, authors, and companies building band instead of Blink 182. street addresses. networks of millions of fans we may see the 12
  • 13. 10. yet to be discovered… Okay, it‟s true, we told you there were 9 any don‟t fret. This market is changing From emergency contacts (like twitter sites categories of how you can use social media daily, so stay tuned to what‟s coming next. set up to stream news after an earthquake) to impact your business and life. or simple tasks like family management (”I‟ll pick you up from soccer practice at The exciting part is that we have 6:00″), we‟re just starting to scratch the We lied, there‟s 10. Because of the yet to uncover even half of the surface of what will evolve in the near rapid evolution in this market, we decided ways that these emerging future. Nearly every day thousands of new to nominate a 10th category and have applications and disruptive applications are launched, and thousands coined it „yet to be discovered‟. Hopefully technologies will impact both more are being drawn up on white boards the 9 other examples we pointed out inspire consumer and corporate life. around the globe, so stay tuned… some ideas around how social media could impact your business, but if you didn‟t see 13
  • 14. how to get started Let‟s face it, in the complex and ever- front strategy before lighting the fuse. In evolving world of social media, it‟s easy for order to help some of the „not so early‟ even the best of us to take a wrong turn and adopters out there plot a course of action, get lost. That‟s why it it‟s essential to first we‟ll offer up our four step process. create a highly-targeted social media strategy with clear, achievable goals; The 4 step process: whether it‟s product development, 1. Plan consumer awareness, PR, or even offline 2. Build foot traffic and purchase. To fully leverage 3. Promote emerging social media tools and techniques, 4. Measure it requires that you put together a smart, up- 14
  • 15. think like Jane Goodall The North social team spends quite a bit of big helping of inspiration by simply We‟d encourage you to check time trying to keep our callused thumbs on observing those brands that are currently out the Custom Facebook Page the pulse of what the latest and greatest making the most of their social presence. gallery and see what some of the campaigns, strategies, customizations, and One of the easy ways to get up to speed is to best creative minds and integrations. Sure this emerging media take a look at what other brands are doing, innovative brands in the world platform is still brand spanking new, but and see what works and (more importantly) have been able to conjure up. there are already smart insights that we can what doesn‟t. pull from what is happening in this space today. While your brand might not have the resources or the will power to blaze new trails into this digital frontier, you can get a 15
  • 16. plan Our planning process typically takes a few Evaluate Identify weeks where we work to clearly define the Evaluating your brand and business Indentifying the right strategic opportunities business goals, and unfold a crystal clear objectives, your business assets, your for best leveraging your assets and map of how we plan to get to the finish line consumer, and your overall brand resources, so you can focus on building leveraging the best tools and resources positioning to help guide and structure each meaningful customer relationships, increase available. This „strategy immersion‟ process social media engagement so that is can be organization effectiveness, and grow your breaks down into two main components. tied back to a business goal. social platform effectively. 16
  • 17. build From custom pages & content to influence on what consumers feel (and say) Work on it 24/7 promotions & contests, you‟ll probably about your brand. Building up a social media presence is need a team of talented creative types to put great, but it‟s only one half of the equation. together all of the essential ingredients you Momentum is generated by dedicated need to create memorable and meaningful Build great stuff headcount that maximizes and manages all social brand experiences. But whatever you Tap a team of designers and developers to of your brand‟s activity, which includes both do, don‟t confuse social media as another build custom Facebook and Twitter pages, inbound and outbound messages. opportunity to shout about your product. applications, and promotions that Really take the time to dial in your creative seamlessly integrate with the look, tone, and communications; as the images, words, and feel of your brand while inspiring content that you choose have a massive meaningful social interaction. 17
  • 18. promote If you‟re going to take the time to concept work on is the overarching content strategy events, user-generated content contests, e- and deploy an interactive promotion, take that will be employed to help position your couponing campaigns, and product full advantage of the social web and watch brand for success. Skip this step in the giveaways. These promotional efforts it spread. If you want to be a hit at the party, process and you can quickly find yourself should center around great content, but don‟t shuffle around the room handing out on the outside looking in. Remember, in ultimately leverage integrated sharing and brochures explaining the features and social media, content is king. promotion technologies that give your functions of your product. The way to message the best shot to grow organically. develop a large and loyal following is by Create compelling content first inspiring people so they‟ll want to connect with your brand. A major Deploy a wide range of engaging component of the project planning that we promotional campaigns, including: exclusive branded content, sweepstakes, 18
  • 19. measure One of the core components to creating Regardless of the focus of your social Real time reports value through social media is your ability to strategy, the ability to track, measure, and By listening in you‟re able to 1) mine measure the impact. We leverage real time listen to millions of consumers in real time insights for new opportunities; 2) identify API‟s and the latest reporting tools to pull in presents a strategic opportunity that has key influencers; and 3) understand how our and analyze millions of daily updates, blog never existed before now. Hint: If you promotional campaigns are fairing. posts, and mentions about your brand. Each aren‟t tuning into what consumers are Identifying the tone of what‟s being talked is tracked for both volume, sentiment (good saying about your brand, your industry, your about online (positive, negative, neutral), to or bad context) and changes in volume or product, and your competitors, you‟re uncover timely truths which enable you to sentiment. With robust measurement in missing the point. build better products, promotions, and place you can clearly see the impact your customer relationships. brand has across the social platform. 19
  • 20. let’s talk shop Don‟t be afraid to ask Our clients range from start up ventures to global brands. If you think that you might benefit from a conversation with a Partner at our firm, please don‟t be afraid to drop us a line, we‟d be happy to talk shop. Please feel free to follow North on Twitter, join us on Facebook, drop us an email, or just give us an old fashioned phone call. 20