jump social media blueprint

‘No BS’

Social Media Marketing

Blueprint

Defining The Problem

✦ Large, professional firms: Understanding?

✦ Opportunities:

✦ Business growth

✦ More & better clients

✦ Make more money

The World Is Changing

✦ Web 1.0 - “Here Comes Everyone” & “The Long Tail”

✦ Web 2.0 - Consolidation Phase

✦ 75% traffic, 12 sites

The New Model

✦ Winners are those using sites as tools to deliver

STRATEGY

We Get It..

✦ Personal experience!

✦ Now..

✦ Strategy for largest recruitment company in the Childcare sector.

It’s Possible

✦ Right partner will short cut you to right solution

✦ Bypass the pain!

✦ Shape your strategy, not tools!

Transformation

✦ Grow Sales Revenue

✦ Ultimate goal : Market Leadership

Preview✦ Q: Where & how does social media fit?

✦ Our Approach:

✦ Strategy - Objectives - Tactics - Outcomes

✦ Research: “Success leaves clues”

✦ Review

✦ Q&A

Integrated Marketing

✦ SM - view in W I D E R context

✦ Simply tweaking FB-Tw-Li-YT alone not adequate

✦ “Every organisation is now a media organisation”

✦ More conduits than ever before

✦ Tools Vs Principles

What does success look like?

?


Strategy

Social Media: Strategy

✦ Positioning

✦ Relationships

✦ Influence

✦ Accountability

1 Positioning

✦ Position Yourself uniquely

in a category of one

such that you do not have to compete on price.

2 Relationships

✦ Ensure Your Business is considered a

relational company rather than a transactional company

- renowned for exceptional client service.

3 Influence

✦ Shape your message in order to enhance your

Influence

with a focused group of people in the marketplace.

4 Accountability

✦ Monitor and measure all marketing activity & outcomes so that all marketing effort is

accountable

to the business.


Strategy PositioningRelationshi

psInfluence

Accountability


Strategy PositioningRelationshi

psInfluence

Accountability

Objectives

Possible Objectives1.Position as a trusted & respected brand

2.Reach new audiences

3.Deliver enquiries, & ultimately revenue

4.Gain market insight to develop future client strategies

5.Listen to clients and be seen to be listening & responding

6.Engage w partners, charities, stakeholders

7.Build deeper relationships w clients

8.Get more and better brand advocates

9.Energise existing brand advocates > more people talking +ve

10.Method for tracking clients & ROI

Positioning








1. Position as a trusted & respected brandReach new audiencesDeliver enquiries, & ultimately revenue

Relationships1.Position as a trusted & respected brand










4. Gain market insight to develop future client strategies

5. Listen to clients and be seen to be listening & responding

6. Engage w partners, charities, stakeholders

Influence1.Position as a trusted & respected brand










Accountability1.Position as a trusted & respected brand











Strategy

Objectives

PositioningRelationshi

psInfluence

Accountability

1-2-3 4-5-6 7-8-9 10


Strategy

Objectives


psInfluence

Accountability

1-2-3 4-5-6 7-8-9 10

Tactics

New Tactics

✦ Client specific

✦ Situation Specific

So Far..

✦ Strategy

✦ Objectives

✦ New Tactics (x4)

To Come..

✦ JSM Areas of Excellence

✦ Value Adding Campaigns

✦ Specific Tactics for core SM channels

✦ FB, Tw, Li, YT

✦ Measurement & Tracking ROI

✦ Outcomes

JSM Areas of Excellence

✦ Strategy

✦ Campaigns

✦ Content CREATION ☆ INFLUENCE

✦ Content DISTRIBUTION ☆ POSITIONING

✦ Community Management ☆ RELATIONSHIP

Campaigns

✦Acquisition V Retention V Reacquisition

“Better use of existing relationships”

✦Referral Campaign

✦Reactivation Campaign

Content Creation

✦ More modalities = wider & deeper message

✦ The same content, re packaged

✦ Written - articles, blogs, publications

✦ Audio podcasts

✦ Video

✦ Image

✦ CALL TO ACTION (DRM)

✦ Traffic drive and lead capture

Creating Influential Content

✦ HITS - ‘How Idiots Track Success’

✦ Its not HOW MANY we attract

✦ Its WHO✦ Expertise in influential copywriting

for

✦ attraction / connection / retention / acceptance of our advocated position / ascension

Influential Content Principles

All our content is checked and scored against 31 principles

of influence

Content Distribution✦ Blog

✦ Facebook Page

✦ LinkedIn Company Page

✦ Tweet to promote

✦ YouTube Channel

✦ Video Sharing sites (Vimeo, Viddler, Hubpages)

✦ Article Sharing Sites (Ezine, Ehow)

✦ Social Bookmarking sites (Digg, Delicious, StumbleUpon)

How?

Why?

When?

Channel Specific Tactics:

✦ Facebook

✦ Twitter

✦ LinkedIn

✦ YouTube

✦ Blog

✦ Other

Measurement & Tracking ROI

ROI

✦ Measures the efficiency of an investment

✦ ROI = (Return - Investment) / Investment

✦ SM ROI = (SM return – SM investment) / SM investment

ROI

✦ Align value objectives (15 to 20) with

metrics

✦ eg. Increase Sales Sales Revenue

✦ Drive Consumer Insights No. of consumer insights

✦ Example: SM feedback V Cost of Focus Group

Sales Metric

✦ Track via unique identifiers/codes

✦ Virtual numbers

✦ Survey / Data Capture

ROI Application

✦ Current tool of choice:

✦ Klurig Analytics

✦ Enter 3 types of data

1.Monthly metrics: eg. sales, followers, clickthroughs

2.Weighted Multiples: quantity of offline comparables

3.Price of offline comparables

ROI Application

✦ Results

✦ Monthly ROI

✦ Annual Estimate projected

✦ Compare returns per channel or campaign

✦ Detailed Report on ROI of all activity


Strategy

Objectives

Tactics


psInfluence

Accountability

1-2-3 4-5-6 1-2-3 10

A B C D

FB, Tw, YT, Li, G+....

Measurement & Tracking & Reporting


Strategy

Objectives

Tactics


psInfluence

Accountability

1-2-3 4-5-6 1-2-3 10

CDC “Channel”Careers

SiteBlog


Measurement & Tracking & Reporting

Outcomes

Positioning Outcome

✦ Client will be viewed in a category of 1

✦ not required to compete on price

✦ Uniquely positioned to

✦ individuals

✦ businesses

Relationship Outcome

✦ Client will have deeply embedded relationships with it’s clients founded on

✦ trust

✦ respect

✦ insight

✦ mutual benefit

Influence Outcome

✦ Client will have a growing, targeted audience that is

✦ captivated

✦ influenced

✦ ready to take action

✦ full of brand advocates

Accountability Outcome

✦ Jump Social Media will measure KPIs

✦ Continuous assessment

✦ Flexible tactical approach


Strategy

Objectives

Tactics

Outcomes


psInfluence

Accountability

1-2-3 4-5-6 1-2-3 10

CDC

Seen in a Category of

1

“Channel”

Deep Relationshi

ps

Careers Site

Responsive Audience

Blog

ROI 20% & FlexApproa

ch


Measurement & Tracking


Strategy

Objectives

Tactics

Outcomes


psInfluence

Accountability

1-2-3 4-5-6 1-2-3 10

CDC

Seen in a Category of

1

“Channel”

Deep Relationshi

ps

Careers Site

Responsive Audience

Blog

ROI & FlexApproa

ch


Measurement & Tracking

SUCCESS LOOKS LIKE THIS

REVIEW

What should Client do in the Social Media space in the short/medium/long term?

✦ S/T: Implement the tactics to deliver strategy

✦ M/T: Measure & track, amend the tactics if necessary, adopt new tools

✦ L/T: Grow the business, grow revenue with social media marketing playing a significant role in marketing

What should the Business Social Media presence look like? (consumer facing)

✦ Educational DRM (always a CTA)

✦ Consistent

✦ Varied content, varied modalities

What else should we consider?

✦ Selecting the right partner..

✦ JSM - UK based - No BS

✦ High calibre senior management

✦ Team of specialists for

✦ Video / Websites / SEO / Social Media Community Management / Content

Thank you &QUESTIONS

jump social media blueprint

Business

better clients

deeper relationships

better brand advocates

relationships position

existing brand advocates

strategy objectives

tracking clients roi

w partners