Web Social Media Strategy Now Top Recommendation Dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

© Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda



THERE ARE VARIOUS FORCES THAT DRIVE SUCCESS OF WEB
SOCIAL MEDIA MARKETING
• sales SALES
• market share
• bestseller / quality products
• brand ROA (return on attention) LOCATION
• business location
• customer relationship
• capacity of innovation and being ahead
OVER THE LAST 5 YEARS THE MAJOR SHIFTS HAVE BEEN
TOWARDS:
• Web 2.0
• The Long Tail
• Peer production
• crowd sourcing and now sourcing
• global scalability in most of the industries PRODUCTS

AND NOW THE OMNIPRESENCE OF SOCIAL MEDIA WITH
TARGET SELF DIRECTED CLIENTS BRAND ROA



1.WEB, BRAND & E- 2. KNOW THY
BUSINESS STRATEGY: PRODUCTS, AUDIENCE
determine and focus a AND COMPETITORS:
strong and medium long assessment of strategy
term strategy and and of the organisational
growth/directional options readiness for that - in
are paramount for success. terms of IT infrastructure,
learning, information
E-BUSINESS ORGANISATIONAL assets, roles, skills &
STRATEGY READINESS competencies.

4. BRAND/DESIGN 3. PLAN AND SET CLEAR
ARCHITECTURE:
DELIVERY AND LEARNING GOALS AND STEPS:
The brand APPLICATION SOLUTION PLAN the impact of the right
building/design must be analysis and a change/risk
built to meet the strategy management plan is key
and organisational for business, company
features: everything culture, learning
needs to work wherever environments and IT
possible with existing infrastructure: in other
information assets and words, a comprehensive
particular plan for business' success
people/business needs.



www.novamind.com/planning/ma
rketing-plans.php &
www.alistairmarshallconsulting.co
m/?tag=plan



CONNECTIVITY INTERFACES

STANDARDS RELATIONSHIPS

CONTENT SERVICES

Source: Ross Dawson at the Vision 2020



Source:
Ross Dawson at
the Vision 2020



Target / Market / Marketing strategy /
Lead

Feature Settings / Profile
customers / all sources

Search/Social

Evalluation/
Prospect

Purchase
Buy

www.datadial.net/.../31/the-search-buying-cycle/



Lead generation (commonly abbreviated as lead-gen) is a marketing term that refers to the creation or generation of prospective
consumer interest or inquiry into a business' products or services. Leads can be generated for a variety of purposes - list building, e-
newsletter list acquisition or for winning customers.

A lead is a sign-up for an advertiser offer that includes contact information and in some cases, demographic information. There are
two types of leads in the lead generation market: sales leads and marketing leads. http://en.wikipedia.org/wiki/Lead_generation

Going forward we need to add social media engagement leads: Facebook Fans, Twitter followers…

expertsopinion.wordpress.com/.../
http://www.questback.net/Global/Areas_of_Use/QB_sales_process_leads_WEB_500pxl.gif



www.unicycle4kids.org/tag/advertising



BUSINESS STRATEGY -> INVESTMENT -> ACTION

-> investment
-> reaction
-> tracking / analytics
-> non-financial impact = ROA – Return on Attention
-> financial impact = $

Gain from Investment versus cost of investment



Awareness



SO LISTEN! LISTEN! LISTEN!


Accenture: Media’s Next Top Business Model is Hybrids and Digital



MEASURE ROI HERE

$$$$$
INVESTMENT ACTION BRAND PR $$$$$
FINANCIAL IMPACT
REACTION NON-FINANCIAL IMPACT

PRODUCTS WHAT GOALS
WHAT GOALS
short, medium, long
Short, medium, long
term term

(NOT HERE)

MEASURE ROA RETURN ON ATTENTION
Based in brandbuilder.wordpress.com



Source: http://www.dailybloggr.com/social-media-cheat-sheet.gif



Affiliate program Sharp increase second half of 2008, though the trend seems to have turned down at the end of the year.

API Slight downward trend 2004-2008.

Blog More or less unchanged in 2008. Rising trend 2004-2007.

Blogger Steady increase 2004-2008.

Blogging More or less unchanged in 2008. Largest peak in 2005.

Strong increase in 2008 overall, but the end of the year trend saw a sharp decline, so we counted this one as
Cloud computing
downward.

Crowdsourcing Sharp rise in Q2 2006. Slight increase in 2008.

DDoS Slight increase in 2008.
Ecommerce Slow decline 2004-2008.

File sharing Downward trend 2004-2008.

Folksonomy Sharp rise at end of 2004. Largest peak in mid-2007 and slight downward trend since then.

Instant messaging Steady downward trend 2004-2008.
Intranet More or less unchanged since 2006.
Long tail Peaked mid-2006. Downward trend since then.

Mashup Increased 2004-2007. More or less unchanged in 2008.



Microblogging Rising rapidly since beginning of 2007.

Microformat Peaked first half of 2007. Downward trend since then.

Micropayment More or less unchanged since 2007.

Mobile web More or less unchanged in 2008, but curve is downward second half of the year.

P2P Peaked in 2005.

Pagerank Slight downward trend since 2007. Small increase in late 2008 though.

Phishing Slight downward trend since 2007.

Podcast Sharp increase in 2005. Slight decrease in 2008.
RSS Peaked in 2005. Slight downward trend since then.

RSS feed Peaked in 2005. Slight downward trend since then.

SaaS Slight upward trend.

Semantic web Slight downward trend 2004-2008.
SEO More or less unchanged in 2008.
SOA Downward trend in 2008. Was increasing 2004-2006.



Social media Have been rising since 2006. Flat before then.

Social network Have been rising since 2006. Flat before then.

Social networking Only a slight increase in 2008. Sharp increase in 2006 and 2007.

Social search Sharp decline at the end of 2008.

Spam Slight downward trend 2004-2008, aside from a slight increase in late 2006.

Streaming video More or less unchanged overall in 2008. Slight downward trend 2004-2006.

Torrent Steady increase 2004-2008.

Web 2.0 Peaked in 2007.
Web 3.0 Was increasing in 2006-2007, but 2008 has seen a slight decrease.

Web service Peaked in 2005. Slight downward trend since then.

Web TV Sharp increase in 2007, slight decrease in 2008.

Video streaming Sharp increase in 2008.
Widget More or less unchanged in 2008. Interest rose sharply in Q2 2005.
WiFi Slight upward trend 2004-2008.
Wiki Steady increase since 2005.
VOIP Peaked in 2005.



Social, Semantic E- Prosumer
Book marked
Blog commerce &Video
WIKI
What?

1 BIG SEED MARKETING NETWORK (as Duncan Watts define it) is about a new multiple and varied approach to
advertising and it is key for any business web marketing strategy.

ENHANCED SELF-CONSUMER TARGETING Any new strategy for business and marketing needs a methodology

2 directed to self-consumers, the professional consumers:"prosumers" and their target groups. It has been found that
influence shows up in surprising places.

SEMANTICS WEB/MARKETING following Tim Berners-Lee work trying to transform the web through Semantic,

3 technological efforts are under way to improve web communications and of course advertising through semantic
applications that help computers understand meaning in a way human do. In here the efforts of Yahoo and Google
with contextual advertising has been key…



Web ¤`´* Who’s
SOCIAL iphone Ericwho’s
2.0 or
MEDIA applets? Jobs
3.0?

4 APPLICATIONS AND WIDGETS web is getting more and more focus on solutions that both joint both content and
marketing in a way that they can adapt to both platforms: web, mobile (iPhone, BlackBerry…), and so forth.

TOTAL WEB OPTIMIZATION The new challenge with the merge of search and social web is Total Web Optimisation

5 (TWO). SEO is now TWO, it is about positioning a website with the right technical configuration for search engines,
social websites, web platforms, mobile...

TOTAL ANALYTICAL BUSINESS PERFORMANCE SKILLS/METRICS As consumer activity becomes more complex, the

6 web and media industry will need to have the strongest analytics. Social media monitoring and sentiment tracking is
essential for business and brand managers.

STRATEGIC BRANDING WITH A VOICE AND STRATEGIC PURPOSE will become (continue) more important in the

7 digital age and partly the key indicator of the power a brand have online in the web, in whatever the platform a given
user is using.



NICHE NETWORKS: THE BUSINESS SECRET WEAPON. Whether you choose,
wordpress, Buddypress, Ning.com or KickApps or any of the other “white
label” customizable social network-building platforms, the concept of creating
a “gated” online community that is narrow in focus is smart and if well
managed very powerful. Know thy niche and you will rule you industry!
MOBILE, SMART PHONES AND APPLETS: the entire concept of connectivity and
the access to everything has changed so dramatically since smartphones /
iPhones that we know it can never go back to the old ways



VIRTUAL GOODS: The creation and selling of virtual goods and gifts is a new
must virtual goods as an industry already raking in the billions of dollars
worldwide and over a billion in the U.S. alone (source: “Inside Virtual Goods:
The US Virtual Goods Market, 2009 – 2010″)
GAMES AND GAMING: according to Nielsen Entertainment in August 2009, of
the 117 million active gamers in the U.S., 56 percent play games online and 64
percent of those online gamers are female. And the revenues generated from
online games is enormous and growing.
MOBILE AUGMENTED REALITY: Augmented reality apps are and will change the
way We See the World. Navigation and mapping tools, all the new tools one
use in daily life.



1. Monitor your Social Media Activity / Presence and the one of your
competitors
2. Get all the company engaged and aware of what is going on, starting
with Top Management
3. Develop and manage a clear Social Media Strategy (with Legal, PR &
Compliance…)
4. Define and publish internally your social media policy and be very
clear



5. Get all staff into it and make sure everyone gets it: employees,
management, be flexible but very sharp in what regards guidelines
and frameworks
6. Feed and contribute to the community, but start first listening
7. Participate and don’t be afraid: there will be good and bad things be
prepared and be transparent
8. Be always prepared and make sure all the stakeholders are as well
and in real time
9. Measure the impact of engagement both business and brand wise



CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS.

With the advent of Web Social Media Marketing and its move towards media mainstream the challenge is
entering in the game and engaging with a right approach & strategy.

IT IS TIME FOR COMPANIES / ORGANISATIONS TO EMBRACE, LISTEN AND ENGAGE NOT TO FEAR OR RUN
AWAY.

There will be possibilities for negative brand and business impact but that is even more a reason to participate
because if they don’t do it in your channels will do in others you don’t control or manage.

The key is to get the right balance between the voice and the right equilibrium between business
ROI, ROA and brand.
USERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD so by listening and managing a correct strategy
you are approaching them from their own point of view and then it is much easier to have a positive impact on
beliefs, perceptions and actions.

http://jwartenb.wordpress.com/
2009/01/15/how-companies-
address-the-prosumer-market/


Web Social Media Strategy Now Top Recommendation Dinisguarda

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