Satellite Marketing™ - Three
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Identifying opportunities for social media within integrated marketing communications, Satellite Marketing™ outlines a proven process to help you create an actionable strategic plan based on measurable goals. The workshop provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics. The book, published by CRC Press, provides the education and reference. The workshops provide the training and tools for implementation. Delivered by Author Kevin Popovic, workshops offer a hands-on approach to learning, as well as a consultative approach to integration into current communications. Visit http://satellitemarketing.com/ to learn more or order the book online: crcpress.com/product/isbn/9781482256147 Contact Kevin Popovic for speaking and workshop availability.
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Satellite Marketing™ - Three
- 1. SATELLITE MARKETING™ Using Social Media to Create Engagement @KevinPopovic | @SatelliteMktg
- 2. @KevinPopovic | @SatelliteMktg Creating A Strategy Start with what you know.
- 3. @KevinPopovic | @SatelliteMktg Creating Strategy: Definition - A well thought out step-by-step of how a business is going to accomplish its goals. - Use the resources available within the budget based on what it has learned from past experiences and what it knows today from best practices. - A plan, every plan, even the best plan, is a best guess of what will happen in the future. - It is not a purchase agreement for results.
- 4. @KevinPopovic | @SatelliteMktg Creating Strategy: Evolution It’s not the strongest or the most intelligent whom will survive, but those who can best manage change.
- 5. @KevinPopovic | @SatelliteMktg Creating Strategy: Example For my company, I have three goals: 1. Create social media profiles for my business that perpetuate my existing branding. 2. Build my social network from the users of select social media sites. 3. Use the social network to generate leads that turn into clients. My Target Audiences include: • Decision Makers with Budget • Influencers • Referrals
- 6. @KevinPopovic | @SatelliteMktg Creating Strategy: Important Prioritized Goals + Ordered Actions = Strategy
- 7. @KevinPopovic | @SatelliteMktg Creating Strategy: Example Goal 1: Create social media profiles for my business that perpetuate my existing branding. 1. Review Audience Profiles 2. Select Social Media 3. Develop Social Media Profiles 4. Integrate Communications
- 8. @KevinPopovic | @SatelliteMktg Creating Strategy: Example Goal 2: Build my social network from the users of select social media sites. 1. Content Marketing 2. Content Integration 3. Audience Integration 4. Outbound Networking
- 9. @KevinPopovic | @SatelliteMktg Creating Strategy: Example Goal 3: Use the social network to generate leads that turn into clients. 1. Share Content 2. Demonstrate Subject Matter Expertise 3. Identify Decision Makers 4. Create Connections 5. Start a Conversation
- 10. @KevinPopovic | @SatelliteMktg Creating Strategy: Important Prioritized Goals + Ordered Actions / Time + Measurement = (Long Term) Strategy
- 11. @KevinPopovic | @SatelliteMktg Creating Strategy: Exercise - Organize into groups. - Review Goals, Audience (what you know). - Create Strategy to achieve your goals. - Answers the question, "How will I stay on task, on time and on budget to achieve each goal?"
- 12. @KevinPopovic | @SatelliteMktg Selecting Social Media Each type of social media provides unique opportunities to support your strategy by helping reach your audience and by supporting the actions you've identified as important.
- 13. @KevinPopovic | @SatelliteMktg Selecting Social Media Think about the people you are trying to reach, and what you are trying to get them to do.
- 14. @KevinPopovic | @SatelliteMktg Selecting Social Media Social Networking sites enable people to connect with other people—to establish a channel of communication.
- 15. @KevinPopovic | @SatelliteMktg Selecting Social Media Content Sharing sites help people share different types of information and media.
- 16. @KevinPopovic | @SatelliteMktg Selecting Social Media Collaboration sites help people create influence, generate capital gain or collaborate on an enterprise level.
- 17. @KevinPopovic | @SatelliteMktg Selecting Social Media: Example - Select social media by demographics and psychographics, identifying the general locations of the different types of people in our audience. - To support my goals, we're looking to build a network of CEO's and VP's 35-55 of national companies. - Select LinkedIn and Twitter, like CNN and MSNBC (TV) or ESPN and PBS (Radio) - Experience directs me.
- 18. @KevinPopovic | @SatelliteMktg Selecting Social Media: Example - Forbes Magazine's report, "CEOs are most active on LinkedIn. - PEW* of CEO's at America's 500 highest-grossing companies, 27.9% (or 140 CEOs) have LinkedIn accounts. - Twitter has far fewer CEO users, with just 5.6% (or 28 CEO's) of the top 500 companies. - The number of CEO's on Facebook is slightly higher than Twitter, at 7.6% (or 35 CEO's) - Research proves my direction.
- 19. @KevinPopovic | @SatelliteMktg Selecting Social Media: Exercise - Organize into groups. - Review Goals, Audience, Strategy. - Identify Social Media Options. - Detail how each will help you achieve your goal. - Group Discussion - Present Social Media.
- 20. Reading Assignment Chapter 5: Step 3, Step 4 @KevinPopovic | @SatelliteMktg
Editor's Notes
- What do we know? Goals: What we want to accomplish. Audience: Who we want to help us. Strategy = How we will get the to do this. Strategy is generally defined as a high-level plan to achieve goals. What are not generally defined, however, are the conditions of uncertainty that exist in achieving goals.
- There may be the likelihood in the plans you’ll develop or a probability or some degree of predictability, but know that nothing in business is certain. Be prepared to tend to your plan, to monitor the success of your strategy by evaluating the metrics assigned to each goal. As you learn more, you’ll adjust the plan in response to the new information and experience. A good strategy is well represented as a “living document,” a document that will change, for the better, over time.
- Remember Darwin’s Theory of Evolution: over time there is a “natural selection” that facilitates evolution. It’s not the strongest or the most intelligent whom will survive but those who can best manage change.
- To address each of my goals, I create a Strategy Overview – a 100,000-foot view of the actions I think I can take to achieve each objective. I write down each of the big steps and a little description of what each means or includes. If I have options, I document those options and discuss them further as each develops. Documenting this thinking captures the information I need to visualize what I'm planning and serves as a mechanism to share with my team for feedback. Here's an example of how I worked through creating my strategy and a model for you to create yours. (Prioritized Goals + Ordered Actions = Strategy)
- Goal 1: Create social media profiles for my business that perpetuate my existing branding. Review Audience Profiles: Understand the people and their relationship with our company and services. Select Social Media: Based on audience profiles developed for Facebook, LinkedIn, Twitter, Google+ and YouTube. Develop Social Media Profiles: Brand profile according to corporate identity standards using provided fields and functionality. Personalize / brand / secure username to reflect company branding (based on availability). Include all current relevant data and links in each social media profile. Install content, as needed, to populate containers and present an established profile. Integrate Communications: Include social media icons and addresses throughout communications platform (website, email, advertising, marketing, etc.). If I do all of these things in this order, I will have completed my first goal. The completion of the first goal prepares me to address the second – I can't start bringing attention to our company until we're prepared to make an acceptable impression.
- Goal 2: Build my social network from the users of select social media sites. Content Marketing: Develop a stream of content that positions our company as subject matter experts. Share the content across the social media platform (all sites). Content Integration: Repurpose content developed for social media, cite the source of the content to drive traffic / fans / followers / subscribers. Audience Integration: Invite audiences from other channels to participate with us on social media. Email addresses, mailing lists, customer lists and contacts from other social media profiles let the people we already know that we have a new social media profile. Outbound Networking: Use our personal profiles to connect with users who match our target criteria (Decision Makers, Influencers, Referrals), then introduce our company and services page on the platform to grow company audience (followers, fans, subscribers). Offer assistance as a subject matter expert for their questions as incentive to connect. Achieving this goal will require ongoing work, but once the first cycle is completed, we'll be prepared to start working toward the next goal.
- Goal 3: Use the social network to generate leads that turn into clients. Share content from company social media with our network of connections. Describe briefly, share a fact and let them know what we think. Once a week, ask an open question around an article to start a public conversation. Join groups where we can demonstrate our subject matter expertise in front of Decision Makers and Influencers. Add comments to group questions (as appropriate). Share company content with commentary (as appropriate). Identify Decision Makers that match target criteria (CEO, CMP, VP, B2B, $10-50 million Annual Sales). Contact connections to identify process for introducing our company to theirs. Schedule presentation, track results.
- Measuring Our Success Each month, we review our activity and the leads-to-sales statistics. Quarterly, we measure the results against the (12 months) term established to learn where and how we can improve the strategy. Over time, with consistent execution and proper measurement, we develop a successful strategic approach to achieving our goals. That's how I developed my strategy for achieving our business goals. Of course, there's a lot more to figure out, but at this point we're really just trying to identify reasonable options for a strategy to achieve each of the goals. Think of the formula like this: (Prioritized Goals + Ordered Actions) / (Time + Measurement) = Strategy Of course, there are numerous ways to develop a strategy, depending on what your business needs and what you're prepared to invest.
- Based on your goals and your audience, you're now looking to select the social media networks and sites that can support your strategy. As you begin, a special consideration should be given to your audience's perception of social media. Not all social media is created equal, and in your audience's mind, they may not all serve the same purpose. Consider that just because you're looking for them does not mean they're looking for you or expecting uninvited guests. If you were sitting in the coffee shop, and a man begins making his way around to all the tables, handing out a flyer and a free CD to each group, chances are you're not going to care all that much when he makes his way to you. You're sipping coffee, the guy's offering free music, you're a nice guy, the flyer's talking about a show that maybe you and your friends will want to catch later. It's all good. His interaction is both relevant and appropriate, and you are, at the very least, gracious. Take that same guy, with the exact same stack of flyers and CD's, and bring him into your favorite fancy restaurant where you're wining and dining an important client. How are you going to feel when he starts making his rounds and approaching your table? You're going to become uncomfortable, even annoyed – in your mind, it's not the time or place for such activity. The same type of consideration should go into selecting the time and place you'll start building an audience for your business. DEFINITION Each type of social media provides unique opportunities to support your strategy by helping reach your audience and by supporting the actions you've identified as important.
- Social Networking sites enable people to connect with other people—to establish a channel of communication. These sites are helpful in building relationships with current customers and creating engagement with new prospects by sharing messages, information and links to other resources on the Internet. They are the basis of a social network and can be the core of a business' social media platform.
- Content Sharing sites help people share different types of information and media. Pictures, graphics, video, presentations, audio, music, et al.—all types of content for all types of people looking for a type of media or subject matter.
- Collaboration sites help people create influence, generate capital gain or collaborate on an enterprise level. Working one-on-one or in groups, working side-by-side or in shifts, people can contribute to a common effort to achieve a business' goals.
- EXAMPLE Start With What You Know Like other media, we can begin selecting social media by demographics and psychographics, identifying the general locations of the different types of people in our audience. To support my goals, we're looking to build a network of CEO's and VP's 35-55 of national companies. We could start on LinkedIn and Twitter, just like we would start with CNN and MSNBC with television or ESPN and PBS with radio (depending on the size of the company). I know we can get to this audience there because my general industry media "buzz" is reporting stories and statistics on that job title and age (demographics) on those social media networks.
- With a little research, we find data that supports our assumptions, like Forbes Magazine's report, "CEOs are most active on LinkedIn (1)." In a survey from PEW* of CEO's at America's 500 highest-grossing companies, 27.9% (or 140 CEOs) have LinkedIn accounts (1). The same report shows Twitter has far fewer CEO users, with just 5.6% (or 28 CEO's) of the top 500 companies. Surprisingly, the number of CEO's on Facebook is slightly higher than Twitter, at 7.6% (or 35 CEO's). Nowhere does this data show we should look to Instagram, Pinterest or Google+, so investing in those social media networks would not bring us closer to our target audience. With basic research, we've identified LinkedIn, Facebook and Twitter and can statistically prioritize each (based on the data supplied). With more research, we'll find even more relevant and timely data. It would help us make an informed decision about the types of preferred content for our audience (i.e., pictures are the most engaging content on Facebook (2013)) and the potential reach for collaboration using different functionality from each type of social media (i.e., only 47% of CEO's participate on social media (2013)) to initiate a relationship. Like any research, consider the year the data was published, and, of course, the source.