Transcript NorCal BMA Strategic Thinking for Social Media Marketing

Strategic Thinking for
Social Media Marketing Success
with Suse Barnes of
Susby Internet Solutions
May 22, 2012
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Introductions
• Who is Susby?
• Who are you?
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Solopreneurs
Consultants
Marketing Managers
CMOs
Community Managers
Using Social Media
New to Social Media
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What is the web today?
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Social Media Marketing Success
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The Funnel has Reversed
We (consumers) have a voice.
I.e. Your customers have something to say,
and, people are listening to each other
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New Media Marketing?
Traditional Marketing
– Broadcast
– Big Budget
– Mass Media,
One to Many
– Brand Equity
– ROInvestment
Social Media Marketing
– Personal Conversations
– Smaller Budget
– One to One, One to
Many, Many to Many
– Brand Ambassadors
– ROInfluence
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Social Media Marketing Success
Is content still king?
Communication?
Entertainment?
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Source: Hubspot
Social Media Marketing Success
Social + Media = We are the media
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Listening
Sharing
Participating
Voting
Communicating
Connecting
Collaborating
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The 4 P-Shift
P
RODUCT
RICE
LACE
ROMOTION
P
EOPLE
ROXIMITY
ROMISES
ARTNERSHIPS
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Why do we need to participate?
http://www.youtube.com/watch?v=x0EnhXn5boM
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Social Media Marketing Success
It’s not a sprint…
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It’s a marathon
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Social Media Marketing Success
“Failing to plan is planning to fail.”
- Winston Churchill
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Social Media Marketing Success
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
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Social Media Marketing Success
How to win (your marathon):
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Identify a clear and realistic goal.
Know yourself, SWOT.
Create a plan.
Implement the plan and be flexible.
Reflect and refine for next time.
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Social Media Marketing Success
Strategic Thinking for
Social Media Marketing Success
1. Define the goal
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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?
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Social Media Marketing 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?
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Social Media Marketing Success
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?
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Social Media Marketing Success
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?
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Social Media Marketing Success
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What are relationships made of?
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Your Social Media Plan
LOVE
L
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V
E
- Listen
- Offer
- Visit
- Engage
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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)
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Tools
• Where will you participate?
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What are your resources?
What networks/tools are best?
Why?
How do you know?
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Ideas for Campaigns
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How will you implement the strategy?
What campaigns will facilitate it?
Strategy = Simple
Tactics = more complex
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Social Media Marketing Success
Strategic Thinking for
Social Media Marketing Success
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
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Social Media Marketing Success
Be Human
http://www.youtube.com/watch?v=OAlyHUWjNjE
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Social Media Marketing Success
Success?
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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?
Strategic Thinking for
Social Media Marketing Success
Social in the big picture?
How does your social strategy fit into your overall marketing strategy?
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What is the goal?
What is your overall marketing strategy?
What tools are going to be most effective?
Are you supporting an existing strategy or
creating a new form of buzz?
5. What works, what didn’t work and why?
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Social Media Marketing Success
B2B Social Marketing Tips
B2B Facebook Marketing Tips:
http://socialmediab2b.com/2011/06/b2bfacebook-marketing-tips/
5 Ways B2B companies can use Facebook
Timeline:
http://socialmediab2b.com/2012/03/b2bfacebook-timeline/
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Social Media Marketing Success
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
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B2B Social Media Strategy
Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers
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Social Media Marketing Success
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
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Social Media Marketing Success
Fish where the fish are
Fish where the fish are
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Think Three R’s
Reach
Relevance
Return
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Social Media Marketing Success
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Social Media Marketing Success
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Think Three R’s
Return
Relevance
Reach
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Social Media Marketing Success
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Social Media Marketing Success
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Social Media Marketing Success
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Be Different, Be Remarkable
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Social Media Marketing Success
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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?
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Social Media Marketing Success
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Distribution
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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
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Social Media Marketing Success
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Will it blend?
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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
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Don’t
• Write or say anything you wouldn’t do or say
in front of your mother
• Broadcast
• SHOUT
• Copy
• Forget about the elephant!
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Social Media Marketing Success
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http://www.bnet.com/blog/businesstips/nestlesfacebook-page-how-a-company-can-really-screwup-social-media/6786
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Social Media Marketing Success
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Social Media Marketing Success
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Social Media Marketing Success
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Are you offering Value?
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Free Webinars
Infographics
Events
Free information
Fun
Quotes
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Social Media Marketing Success
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https://pinterest.com/search/?q=supply+chain
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https://pinterest.com/search/?q=supply+chain
Cisco distributes its social presence on all networks
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https://pinterest.com/search/?q=supply+chain
Cisco distributes it’s social presence on all networks
http://socialmedia.cisco.com
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Learn from Cisco
• http://socialmediab2b.com/2010/05/ciscofacebook-page/
• http://www.youtube.com/watch?v=thQxf
WHDRmM - SuperFan Launch
• http://www.smartinsights.com/socialmedia-marketing/facebook-marketing/b2bfacebook-pages/
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Social Media Marketing Success
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Cisco’s
SuperFan
Spotlight
“together we are
the human
network”
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http://www.youtube.com/watch?v=CHtyQJzTy70
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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.
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Measuring Marketing Campaigns
Web = Digital
Digital = Trackable
Trackable = Analytics
Analytics makes it super easy to measure
performance of marketing campaigns
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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
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Social Media Marketing
Performance Tracking
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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
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Always More…
• 20 Tools for Tracking Social Media
• Viral, Social, Senitiment, Mobile: 4 Delightful Web
Analytics Solutions - blog post by Avinash Kaushik
• Social Media Analytics: Twitter Quantative &
Qualitative Metrics - another blog post by Avinash
Kaushik
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Remember the Secret?
It’s not about marketing,
it’s about relationships and trust.
Build sustainable relationships.
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Social Media Marketing Success
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Thank You BMA NorCal
Marketing Roundtable!
Connect with Suse (Susan) Barnes:
[email protected]
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
Strategic
Thinking
for
Phone/SMS:
(415)
305-6403
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