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DEVELOPING SOCIAL MEDIA STRATEGY
Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both
CONSUMER PARTICIPATION IN SOCIAL MEDIA http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png
IS NOW ABOUT 700 MILLION                    Insidefacebook.com
SOME FACEBOOK METRICS SURPRISING? SocialCode is a full-service Facebook agency http://socialcode.com/ http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/
DEMOGRAPHIC DIFFERENCES http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/
GLOBAL DIFFERENCES http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/
BUSINESS PARTICIPATION IN SOCIAL MEDIA http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
SMASH HIT OF THE SEASON METRICS Debuted on Facebook Fans from 1.6m to 3.1m over a weekend http://www.youtube.com/watch?v=idLG6jh23yE 757,678 views “official version” http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html
GOOD CAMPAIGNS CONTINUE, EVOLVE
THE MAN IN THE TOWEL http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded
A SUCCESS BY ALL MEASURES? Late July 2010 ,[object Object]
 Brand views on web – 110 m,[object Object]
CISCO LAUNCHES ROUTER IN SOCIAL MEDIA ,[object Object]
 Video Conferencing for Execs, Customers
 “Defend the Network Game”
Facebook, Mobile, Blogs
 Social Media Widgethttp://www.socialmediaexaminer.com/cisco-social-media-product-launch/
METRICS 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing  Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000! http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
DEVELOPING  SOCIAL MEDIA STRATEGY
Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/
MARKETERS USE SM FOR ACQUISITION JULY 15, 2010
MARKETERS USE SM FOR RETENTION SEPTEMBER 20, 2010
NON-PROFITS USING SM TO RAISE $/€ http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter Over $500k ??
WHAT NOKIA SAYS
HAVE INTERNAL GUIDELINES http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference
CONTINUOUS ENGAGEMENT! http://conversations.nokia.com/ http://blog.ovi.com/
THE NEW MEDIA http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that  results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on.  Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media. http://www.toprankblog.com/2011/07/online-marketing-media-mix/
EXECUTING SOCIAL MEDIA  STRATEGIES
https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1
Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/
8 STAGES OF LISTENING STRATEGY http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
WHAT QUESTIONS SHOULD MARKETERS ASK? Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products? Charlene Li and Jeremiah Owyang reproduced in http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/
SOMETHINGS WE KNOW http://www.powerreviews.com/newsletter-q310-pehr.php
Plateaued Increased http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
FOOD SHOPPERS NEED INFO AT POP
 DELL LEARNED TO LISTEN, COMMUNICATE http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx http://www.ideastorm.com/
BRANDED COMMUNITIES IMP. PLATFORMS http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600
LEGO IS GOOD AT ENGAGING
LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION
TRENDING SoLoMo SOCIAL LOCAL MOBILE
GROUPON OFFERS LOCALIZED PROMOS 115 Million Subscribers, 8/5/2011 http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million
SO DO TONS OF OTHERS!
NOT SMOOTH SAILING http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8 http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903 Interesting Reading http://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/ http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html
FACEBOOK OUT, GOOGLE IN
BUT Tag Locations in Posts   Before: You could only "check in" to locations using the Places feature on a smart phone.   Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all. Making It Easier to Share With Who You Want by Chris Cox on Tuesday, August 23, 2011 at 2:00pm https://blog.facebook.com/blog.php?post=10150251867797131
WHO, WHERE, HOW PEOPLE FIND/MOBILE
EXECUTING IS AN  ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON
WHY ORGANIZATION, NOT TECHNOLOGY??? ThereIs Organizational Resistance Managers Fearful of Direct Public Interaction Workers Have to  Learn New Skills Work in (New, Different) Groups ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE
KEY ISSUES METRICS ROI ORGANIZATION POLICY GUIDELINES
SOCIAL MEDIA STILL SEEKING ACCEPTANCE
THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot
RECOMMENDED
ROI MORE THAN METRICS
HOW TO ORGANIZE - FORRESTER Forrester Research Report “Organizing for Interactive Marketing” August 2010
HOW TO ORGANIZE - ALTIMETER http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
   POLICIES, WRITTEN GUIDELINES ESSENTIAL
MANY VARIATIONS Other Examples http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly

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Developing social media marketing strategies

  • 2. Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both
  • 3. CONSUMER PARTICIPATION IN SOCIAL MEDIA http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png
  • 4. IS NOW ABOUT 700 MILLION Insidefacebook.com
  • 5. SOME FACEBOOK METRICS SURPRISING? SocialCode is a full-service Facebook agency http://socialcode.com/ http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/
  • 7. GLOBAL DIFFERENCES http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/
  • 8. BUSINESS PARTICIPATION IN SOCIAL MEDIA http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
  • 9. SMASH HIT OF THE SEASON METRICS Debuted on Facebook Fans from 1.6m to 3.1m over a weekend http://www.youtube.com/watch?v=idLG6jh23yE 757,678 views “official version” http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html
  • 10.
  • 12. THE MAN IN THE TOWEL http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded
  • 13.
  • 14.
  • 15.
  • 16. Video Conferencing for Execs, Customers
  • 17. “Defend the Network Game”
  • 19. Social Media Widgethttp://www.socialmediaexaminer.com/cisco-social-media-product-launch/
  • 20. METRICS 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000! http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
  • 21. DEVELOPING SOCIAL MEDIA STRATEGY
  • 22. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/
  • 23. MARKETERS USE SM FOR ACQUISITION JULY 15, 2010
  • 24. MARKETERS USE SM FOR RETENTION SEPTEMBER 20, 2010
  • 25. NON-PROFITS USING SM TO RAISE $/€ http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter Over $500k ??
  • 27. HAVE INTERNAL GUIDELINES http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference
  • 29. THE NEW MEDIA http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that  results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on.  Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media. http://www.toprankblog.com/2011/07/online-marketing-media-mix/
  • 32. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/
  • 33. 8 STAGES OF LISTENING STRATEGY http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
  • 34. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
  • 35. WHAT QUESTIONS SHOULD MARKETERS ASK? Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products? Charlene Li and Jeremiah Owyang reproduced in http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/
  • 36. SOMETHINGS WE KNOW http://www.powerreviews.com/newsletter-q310-pehr.php
  • 38. FOOD SHOPPERS NEED INFO AT POP
  • 39. DELL LEARNED TO LISTEN, COMMUNICATE http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx http://www.ideastorm.com/
  • 40. BRANDED COMMUNITIES IMP. PLATFORMS http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600
  • 41. LEGO IS GOOD AT ENGAGING
  • 42. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION
  • 43.
  • 44. TRENDING SoLoMo SOCIAL LOCAL MOBILE
  • 45.
  • 46. GROUPON OFFERS LOCALIZED PROMOS 115 Million Subscribers, 8/5/2011 http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million
  • 47. SO DO TONS OF OTHERS!
  • 48. NOT SMOOTH SAILING http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8 http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903 Interesting Reading http://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/ http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html
  • 50. BUT Tag Locations in Posts   Before: You could only "check in" to locations using the Places feature on a smart phone.   Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all. Making It Easier to Share With Who You Want by Chris Cox on Tuesday, August 23, 2011 at 2:00pm https://blog.facebook.com/blog.php?post=10150251867797131
  • 51. WHO, WHERE, HOW PEOPLE FIND/MOBILE
  • 52. EXECUTING IS AN ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON
  • 53. WHY ORGANIZATION, NOT TECHNOLOGY??? ThereIs Organizational Resistance Managers Fearful of Direct Public Interaction Workers Have to Learn New Skills Work in (New, Different) Groups ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE
  • 54. KEY ISSUES METRICS ROI ORGANIZATION POLICY GUIDELINES
  • 55. SOCIAL MEDIA STILL SEEKING ACCEPTANCE
  • 56. THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot
  • 58. ROI MORE THAN METRICS
  • 59. HOW TO ORGANIZE - FORRESTER Forrester Research Report “Organizing for Interactive Marketing” August 2010
  • 60. HOW TO ORGANIZE - ALTIMETER http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
  • 61. POLICIES, WRITTEN GUIDELINES ESSENTIAL
  • 62. MANY VARIATIONS Other Examples http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly
  • 63. SOME EXAMPLES Corporate Policy – IBM http://www.ibm.com/blogs/zz/en/guidelines.html Comment Moderation Policy –HuffPost http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation Branded Community http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9 Cause-Oriented Community http://push.pickensplan.com/notes/Community_Guidelines
  • 64.
  • 65. OTHER STRATEGY CONCEPTS/ISSUES Content Marketing Inbound Marketing Mobile Marketing/Apps Social Sharing/Influence Social Commerce
  • 66. MANY OTHER ISSUES, TRENDS, EXAMPLES Comment Communicate Collaborate

Notas do Editor

  1. Orkut in IndiaOzone is business conferencing
  2. Orkut in IndiaOzone is business conferencing
  3. “Smell like a Man, Man” started in FebruarySort of segued into “Man your Man could smell like”Isaiah Mustafa
  4. Tiwtchange gets celebrities to follow for a price
  5. A few quick wins are important