Executive Strategy: Social Media Marketing

Executive Strategy:
Social Media Marketing
Andrew Krebs-Smith
Vice President, Founder
Social Fulcrum

Saturday, December 18, 2010

Scott Pilgrim T-Shirts
• 12,000 Facebook Fans
• 2,000 Twitter Followers
• People begging for product before it was
even manufactured

• Budget: $500 + Time

Warman Homecare

• 3 Facebook Fans

• Budget: $3,000/month


The Difference

• Research
• Strategy
• Adjustments


Goals for today
• Quick Social Media/WOM 101
• Review Materials
• Emphasize measurement
• Show innovative/strategic uses of social
media
• Show process and metrics

Short Personal
Chronology
• Facebook launched the year I was a Freshman in College
• Graduated from Loyola in 2007
• Advertising, Public Relations, Marketing
• First job in Word of Mouth Marketing at advertising agency
• Laid off - started consulting
• Director of Word of Mouth Marketing
• In 18 months: Grew dept from one person experiment to 15% of
agency revenue, 1/3 of agency personnel, 25% of agency proﬁts
• Recently started my own marketing company in New York


Wide range of
experience
• Pﬁzer
• Bozzuto Group
• Robroy & Co
• Texas Instruments
• Mariner Bay
• NSI Partners
• Ocean City
• Roseda Beef
• Rosenthal Partners
• Slacker Hero
• Patrice and Associates
• Alexander + Tom
• Robert Andrew Salon
• Carol for a Cause
• MGH
• Strayer University
• Baltimore Convention
• The Cyphers Agency
• National Chicken and Visitors
• American Chemistry
Council Association
Council
• Chesapeake Bay Trust • Designer Chatter
• American Nurses
• Bayer • Sugarloaf Mountain Credentialing Center
Vineyard
• Meritain
• American Nurses
• CMD Outsourcing • Prometric Association

• Warman • Prometrics
• Forge Academy of

• Zoysia Farm • 7 Oil Co. Strength Training

Nurseries • Television News • Frederick Ward and
Center Associates
• Severn Savings Bank


WOM concepts
• Credible
• Consumer vs. Company
• Interactive
• Glazed eyeballs vs. targeted interactive
• Exponential
• It’s cheaper to have 1,000 people tell 10
people than to reach 10,000 people


Old Spice
• 40 Million views within 4 days of YouTube
campaign


United Breaks Guitars


More than just Facebook
and Twitter
• Social Networks (FB, Twitter,
• Sometimes not accessible by
Linkedin) search engines
• Huge audiences, lots of
• Q&A Sites (Yahoo Questions)
opportunities
• Review Sites (Yelp, Tripadvisor,
• Public medium, well-optimized
RateMyProfessor) • Social Bookmarking
(stumbleupon, del.icio.us)
• Where negative sentiment
lives • SEO

• Online Forums (NASIOC, • Social Voting (digg, Reddit)
CityData)
• Trafﬁc drivers
• Niche communities
• Inﬂuencers
• Insight into consumer
• Media Networks (YouTube, Flickr)
perceptions, habits,
motivations • Awareness, visibility, SEO


More than just
promotion
• Advertising

• Search Engine Optimization
• Being more visible
• Negative sentiment

• Public Relations
• Crisis hedging/management
• Market Research
• Customer Service

• Comcast, Strayer University
• Sales, Lead Generation
• Self-identiﬁed prospects

• High conversion rates
• “Pull” strategy to get in front of decision makers


Social Media ROI

• What were your impressions?
• What was illuminating?
• What did you disagree with?


One Critique
• Only focuses on one strategy
• Produce content, build audience


Main Points

• Think more broadly about “costs” and/or
“return”
• ROI can only be used in certain instances
• Results can always be measured


Main Points

• Internet Ad spend out of line with time
spent
• Under-monetized Facebook Advertising


Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought
leadership
• Training more employees to spread company
message and thus increase awareness
• Service offering in certain cases (consulting,
marketing, training services, etc.)


Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team

• Credibility and positioning for thought leadership




B2B “Wellness” Case

CHALLENGE:
• Wellness company offering $100M-$500M
companies programs to decrease health
insurance costs
• Needed to reach C-Level executives


B2B “Wellness” Case
IMPLEMENTATION:
• Built LinkedIn proﬁle
• Used list of 50 prospects to build our network
• Connected with anyone that would get us closer to the 50 prospects
• Sent message to all 50 prospects
• Messaging was custom to each prospect
RESULTS:
• 80% delivery rate
• 25% looked at white paper
• 3 Leads (meetings)


Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for
sales team
• Credibility and positioning for thought leadership




B2B Measurement
• Company that outsources customer
service for higher education (ﬁnancial aid
dept, registration, etc.)
• Initially hired me to research list of 50
prospects so we could write about the
issues they were discussing via social media
• Not research-based strategy

B2B Measurement
• I looked into customer sentiment at target list of
prospect schools
• Found “ammo” for their sales team - negative
comments about ﬁnancial aid departments,
registration depts, etc.
• Instead of “Hi, I think our services might be useful,”
they now say “We know you have a problem.You’ve
had 7 negative comments about your registration
dept this month. Let us help solve the problem and
save you money in the process.”


Usual Drivers
• Speciﬁc Problem
• Negative reviews
• Speciﬁc Objective
• Increased sales
• Positioning
• Our competition is doing it
• “shiny object”
• Everyone says this is important
• Curious re: New Opportunities


Stages of social media
awareness
• Another ﬂash in the pan
• Maybe for them, not for us
• Our competition is doing something, why
aren’t we?
• Let’s build a Facebook/ Twitter Page


But Ideally...

• Don’t jump into things
• Let’s ﬁgure this out ourselves
• What is the situation? Research.
• Create a plan. Create a team. Create goals.
• Adjust, measure, repeat.


Measurement
• Every campaign should start with
measurement of some kind, whether
anecdotal or quantitative.
• Many tools available for $1,000 / month
• Don’t take results at face value. Dig, ﬁlter,
be critical.You will emerge with a holistic
view of the situation.


Power of LinkedIn


Robert Andrew Salon
and Spa
• Situation: Negative reviews, ﬁrst page
Google results
• Solution: Positive Reviews via ambassador
program
• ROI untrackable, but undeniably effective
• How much would you pay to correct a
similar issue?


NCC Situation

• NCC Marketing Budget decreased to
$50,000 over the last 10 years
• Less members, less dues
• Food pages dissapearing


National Chicken
Council
• Goals
• Build relationships directly with consumers
• Public relations to promote chicken
• Crisis communications planning
• Objectives
• Garner 1,000,000 recipe impressions
• Create relationships with 5 prominent food/chicken bloggers
• Create active Facebook community of 10,000+ members
• Increase website trafﬁc


Strategy
• Gather audience of evangelists
• Leverage recipe value combined with individual
response value
• Find online inﬂuencers, build relationships
• Offer value, leverage as needed


Implementation
• Simple, effective, long-term Facebook Fan Page ad
• Respond to large volume of people tweeting
about:
• Recipes for dinner/lunch
• Other ways to cook chicken
• Create relationships with food bloggers
• We offered to promote their blog on
Facebook page
• Send bloggers “chicken gear”


Other...
• Chicken Video Contest
• Promoted by entrants


Results (12 months)
• 30,000+ Facebook fans
• 500+ recipes distributed directly to people
asking for recipes
• 20+ Blogger relationships


The Shrimp Industry
Wished it had a Facebook page with 30,000 fans


How we did it
• Strategic, planned usage
• Facebook - gather audience
• Twitter - build relationships
• Bloggers - build relationships
• Contest - exponential awareness
• Adjustments based on data
• What data?


Metrics

• Depend on each campaign


Report Template

• Level 1 - Impressions
• Level 2 - Audience
• Level 3 - Interaction
• Level 4 - Site Trafﬁc
• Level 5 - Sales (or lead conversion)


Examples


If you are going to use
Social Media...

• Research is a valuable investment
• Set Goals, Objectives, Strategy
• Measure


Here’s what I do when someone says
“I want social media” or “I have a
speciﬁc problem”
• Find out what’s being said
• About Industry
• By Competitors
• By Customers
• By Audiences
• By Employees/Company
• What are possible assets?
• Where are target audiences?
• What is the budget?
• What are the goals and objectives? How can we measure them?
• Are there inﬂuencers?
• Act like a consumer. Perform a google search


What should you look
for?
• Influencers
• Bloggers
• Twitter users
• Communities
• Online Forums
• Industry-specific communities
• Demographic-specific communities
• Interest-based communities
• Targeting
• Facebook Ads
• Meetup
• Consumer Experience
• What comes up in a search?
• Reviews?
• Directories, local lists
• Search engine optimization


Then I look at speciﬁc
locations
Facebook LinkedIn
Twitter Flickr
Meetup YouTube
Blogs SlideShare
Forums Review Sites
Ning Event Sites
Q&A Sites Examiner


And I use that to develop
an “Online SWOT”
• Strengths
• Innovative use (e.g. Comcast)

• Social-savvy target audience
• Weaknesses
• Strict regulations (e.g. pharma, banking)
• Opportunities
• Lots of positive discussions regarding product/brand/industry
• Easily reachable communities

• Threats
• Political implications
• Negative sentiment
• Bad customer experiences


Why SM might make
sense for your company

• Big marketing pieces already in place
• Available resources (time, people, money,
partnerships)


My two cents
• There are opportunities in social media for every
company
• There are opportunities in word of mouth marketing
without using social media
• Just because there are opportunities doesn’t mean
you should spend money there
• Social Media can be used for more than just
promotion, and more than just marketing (but it’s
usually marketing in some form because it’s all public)


Two more cents
• Building “social” real estate (or communities) takes time
• Return is not immediate, nor linear
• Implementation/management usually works best
internally for larger companies
• Usually the cost of measuring ROI dissuades companies
from measuring it
• Spend money at the beginning to determine (1) if there
are opportunities and (2) if so what is the situation/
strategy? Alot of companies want ROI from the outset,
and don’t want to pay to “ﬁgure things out”.


Main tenets of social
media strategy
• Find your audience
• Align strategy with your brand
• Create objectives
• Measure results
• Adjust based on metrics


For more information

• Read December Harvard Business Review
• Read Mashable (blog)
• WOMMA.org
• andrew@socialfulcrum.com


Questions?


The End

Thanks!

Andrew@SocialFulcrum.com


Executive Strategy: Social Media Marketing

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