This document summarizes Nick Westergaard's presentation on social media strategies for brands on a budget. It discusses why scrappy strategies are needed, how to develop one by focusing first on strategy, staffing, and content. It then presents a case study of Monetate's scrappy approach, how they increased social referrals through blogging and sharing case studies. Lastly, it provides tips for scrappy brands, such as starting simple, grounding in strategy, measuring what matters, empowering teams, and iterating strategies based on results.

1. BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | marketingprofs 2013
The Scrappy Brand’s
Guide to Social Media
on a Budget

2. Hello Boston!
Nick Westergaard
Brand Driven Digital
@NickWestergaard
Rob Yoegel
Monetate
@RobYoegel

3. 1
Why Scrappy?

4. WANTED:
Order from Chaos
Photo via Flickr user Jason A. Howie

5. Not All About the ...
Photo via Flickr user Ervins Strauhmanis

6. Myth of Size
Photo via Flickr user CJ Isherwood

7. Photo via Flickr user firepile
Shiny Things Distract

8. Photo via Flickr user kkirugi
Checklist Marketing

9. Photo via Flickr user andriux-uk events
Get Scrappy

10. Photo via Flickr user Rennett Stowe
Efficient + Effective

11. 2
How to Get Scrappy

12. SCRAPPY
STRATEGY
STAFFINGCONTENT

13. Photo via Flickr user Robert Course-Baker
Strategy First

14. “– rudyard “why am i in a marketing talk?” kipling
I keep six honest serving men –
(They taught me all I knew);
Their names are
WHAT and WHY and
WHEN and HOW and
WHERE and WHO.”
Photo source: Wikimedia Commons

15. Unpacking the “Serving Men”
‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social media*
‣ WHEN does this happen? — Timing
‣ WHERE does this happen? — Offline & online space
‣ WHO does this involve? — Personnel
‣ HOW do we get it done? How do we measure success?
* Are you sure it has to be social media?

16. ‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
Ground with WHY

19. Re-Imagining Content
Photo via Flickr user Steve Snodgrass

20. Utilizing Historical Content

21. Curating Content
Photo via Flickr user n0nick

22. Encouraging User-Generated Content

23. Scrappy Staffing

24. Photo via Flickr user Wayne Large
Everyone’s a Marketer

25. 3
Scrappy Case Study:
Monetate

26. @RobYoegel

27. > 10,000,000 Followers
@RobYoegel

28. < 1,000,000 Followers
@RobYoegel

29. Overall Website Traffic Referrers
July–December 2012
37%
27%
22%
14%
Referral Direct Organic Other (including social)
@RobYoegel

30. 19%
28%
24%
29%
Referral Direct Organic Other (including social)
Overall Website Traffic Referrers
January–June 2013
@RobYoegel

31. @RobYoegel

32. LinkedIn
Facebook
Twitter
9% 10% 19%
@RobYoegel

33. 28% 20% 27%
@RobYoegel

36. 4
Scrappy Next Steps

37. Photo via Flickr user Muffet
Case Studies v. Recipes

38. Scrappy Tip: Just Ask!
Source: barnickeldesign.com

39. ‣ Simplify & Clarify
‣ Ground with Strategy
‣ Measure What Matters
‣ Empower Your Team
‣ Don’t Be Afraid to Look for Recipes Outside of B2B
‣ Efficient & Effective = Implement & Iterate
Scrappy Takeaways

40. Questions?
Nick Westergaard
Brand Driven Digital
@NickWestergaard
Rob Yoegel
Monetate
@RobYoegel