Marketing in large, complex organizations poses unique challenges and social marketing is no exception. Watch this session with Andrew Spoeth, Head of Social Media Marketing at CA Technologies, to learn how to design an over-arching social success framework, deliver value to the C-suite, mobilize internal resources, and engage with customers using social media. Check out this session from the record-breaking New Rules of Marketing Virtual Event to learn how to: -Design framework for success -Deliver value to the C-suite -Engage with customers -Mobilize internal resources

2. Social Marketing for the Enterprise
Andrew Spoeth
September 19, 2013

3. Social Marketing for the Enterprise
1. Design the Success Framework
2. Deliver Value to the C-Suite
3. Engage with Customers
4. Mobilize Internal Resources

4. 1. Design the Success Framework

5. Group Your Metrics
• Impressions
• Retweets
• @ mentions
• Clicks
• Followers

6. • Views
• Subscribers
• Comments
• Shares
Group Your Metrics

7. • Page Likes (Fans)
• People Talking
About This
• Likes
• Shares
Group Your Metrics

8. • Views
• Shares
• Likes
• Subscribers
• Comments
Group Your Metrics

9. Show Relationship Between KPI’s

10. KPI’s Driving Business Outcomes

15. BYOD

16. Simplified Dashboard: Clarity on KPI’s

17. 2. Deliver Value to the C-Suite

18. Set Targets for Growth

19. Demonstrate Success

20. From Reactive to Proactive: Move Away
from the Service Desk Model
time

21. Communicate Well

22. customers

23. customers

24. benchmark

25. benchmark

26. prioritized

27. prioritized

28. we don’t know yet

29. we don’t know yet

30. free

31. free

32. more data

33. more data

34. spend

35. spend

36. effort

37. effort

38. we got video views

39. we got video views

40. YouTube drove X engagement
actions last week

41. YouTube drove X engagement
actions last week

42. 3. Engage with Customers

43. Listen

44. Gather Market Intelligence
Q. What are my competitors talking about?
Q. What’s happening in our industry this week?
Q. What are people saying about our brand?
Q. Which blogs are publishing articles on the topics
that matter most to my customers?
Q. Who are the biggest influences in my market?

45. • Connect
• Comment on blog
posts
• Share your
expertise
• Ask questions
Engage

46. • Connect
• Comment on blog
posts
• Share your
expertise
• Ask questions
Engage
"Focus on how to be social, not
on how to do social."
Jay Baer
Best-selling author of 'The Now Revolution'

47. Not All Networks are Created Equal
Twitter
Real-time sharing industry news, and quick response to questions and
news
LinkedIn Position yourself as a thought leader
YouTube
Media library / How-to’s / Entertainment
Additional distribution through Tube Mogul, iTunes, etc.
Blog
Content hub, consolidate and reference other channels.
Part of website and key driver of inbound organic search traffic (SEO)
Facebook
Communication among community.
Personable side of your brand.
Channel Content Strategy

48. 4. Mobilize Internal Resources

49. The Power of Advocacy
Your
Audience
You
Your
Advocates’
Audience
Advocates
You

50. Sharing Content via Internal Email

51. Sharing Content on Twitter

52. Operationalize Advocacy
• Third party validation and extended reach
• Improved analytics: which messages get
shared
• Gamification
• Content-as-a-Service

53. “We need to be on social media.”
2009

54. “We need to do social media well.”
today

55. Social Marketing Core Philosophy
1. Measure Consistently
2. Let smarter people help
3. Give prospects a taste of what
it’s like to be a customer
4. Scale, but don’t look like it
5. Remain ultra-focused on the
objectives
6. Generate excitement and a
sense of confidence for the
brand

56. Thank You!
Q&A
@andrewspoeth