Modern Marketer Skills and Social Media Strategy
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This document provides guidance on developing an effective social media strategy. It begins with introductions from several marketing directors and experts. It then discusses how keeping up with changes is challenging for modern marketers. Several statistics are presented showing the business benefits of social media engagement. The objectives of the training are then outlined around choosing the right formation, strategy, and content to build relationships. The presentation covers listening to customers, finding an interesting story, creating scalable content pillars and engagement tactics, and measuring success.
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Modern Marketer Skills and Social Media Strategy
- 1. Kamusta Kayo Derek Laney Director Product Marketing @derektweets
- 2. Derek Laney Director Product Marketing Management Salesforce Marketing Cloud @derektweets Widhadh Waheed Director of Social Media Marketing, Shangri-La @widhadh Scott McBride Head of Digital, Ogilvy & Mather Group, Hong Kong @ismcb
- 3. Skills of the Modern Marketer Keeping up to date is challenging
- 4. Business Case is No Longer Elusive 51% of consumers are more likely to buy a product or brand after liking them on Facebook Consumers 40% more likely to spend money with brands that engage on social Companies that don’t engage on social see customer churn 15% higher than those that do “JetBlue can handle five customer related tweets for every one call handled through a call center.” – Bain & Co: Putting Social Media to Work Sources: Bain & Co 2012: Putting Social Media to Work Forrester 2011: Competitive Strategy in the Age of the Consumer Gartner Press Release and Quote Carol Rozwell August 1st 2012
- 5. Today’s Objectives Resource: Social Media Strategy Today’s Learning Objectives: Choose the right formation for global local Choose the right strategy for your goal Produce content that builds relationships
- 6. Listen / Analyze Publish / Measure Your Brand Your Competitors Your Customer’s World 1 2 3 4 5 6 7 8 9 Engage Listening to Your Customers World
- 7. Find Your Interesting Story “The Caterpillar brand is built on the backs of great relationships” Briant R. Stokoe, Social Media Program Manager for Caterpillar 3 Step
- 9. Scalable Strategy – Local Goes Global
- 10. Listen at Scale
- 11. Create Scalable Content Pillars Move, Nourish, Believe
- 12. Reusable Engagement Mechanics Seek Opinions Activate Advocates Involve in Design
- 13. Measure and Replicate Success Social Goals Sales Goals
- 15. Derek Laney Director Product Marketing Management Salesforce Marketing Cloud @derektweets Widhadh Waheed Director of Social Media Marketing, Shangri-La @widhadh Scott McBride Head of Digital, Ogilvy & Mather Group, Hong Kong @ismcb
- 16. Just in case… Resource: 50 Best Practices Today’s Learning Objectives: Right Formation Right Strategy Relationship building Content Slides: bitly.com/adtechsg
Notas do Editor
- QUANT HARD Numbers Increase Rev Reduced Cost: We are seeing more customers start to quantify the cost savings of reduced call volume and enhanced real time customer service through social. Relevant Ex by Customer/Preso here: Utility companies managing outages and driving communication via social, leverage social engagement to drive EE behavior change and assess attitudes toward Smart Grid. Boulder Energy Smart ARRA-funded no mass marketing Non-profits and higher ed use social to drive fundraising and donor engagement Other companies are linking social media benchmark metrics to CSAT scores For customers already on the Salesforce platform, this is an value worth exploring.
- Grassroots relationships, Move Norish Believe On instagram alone 50,000 tagged images Last year, one competition 60,000 entries
- 2 ears and 1 mouth a) See how people engaging around active living b) Learn from others in the industry, what has worked, what didn't c) Systematically Collect Word Of Mouth from Staff d) Identify influencers and activate super-fans
- Move - Norish - recipes, beauty Believe - positivity and happiness
- Fan Opinions on Fashion - make the pieces conversational Fan Advocacy (50K photos on instagram) Fan Participation in Product * inspirational singlet, UGC to submit their own slogans’ designs, profit share. 60K submissions (40,000 product sizes, maternity, larger sizes
- 10% purely on a last click basis, more on Multi-touch Store based social KPIs, growth, engagement Combined with sales data Move the focus to long term relationships not quick sales