m ary l ou r oberts april 2009 what i’ve learned about social media marketing spring 2009

MARY LOU ROBERTS April 2009April 2009

WHAT I’VE LEARNEDABOUT SOCIAL MEDIA MARKETING

SPRING 2009

WHAT I’VE LEARNEDABOUT SOCIAL MEDIA MARKETING

SPRING 2009

MARY LOU ROBERTS April 2009

CAVEATCAVEAT

I Had Read All the ArticlesBefore I Assigned Them.

Favorites:• The Contribution Revolution• Transformation of NPR Online PR• Awareness Networks on Best Practice Communities http://www.awarenessnetworks.com/what/best-practice-

communities.asp


REPRESENTATIONS OF SOCIAL MEDIAREPRESENTATIONS OF SOCIAL MEDIA

http://www.briansolis.com/2008/08/introducing-conversation-prism.html


IT’S DIFFICULT TOIT’S DIFFICULT TO

• Understand Social Media as Part of the Marketing Communications Mix

• Understand Social Media from a Strategic Perspective

• Come to Grips with How Much Work Is Involved

• Make the Organizational Case for Social Media


STRATEGY ISSUESSTRATEGY ISSUES


FAR DOWN ON THE HIERARCHYFAR DOWN ON THE HIERARCHY


METRICS, YES – STRATEGY POINT ALSOMETRICS, YES – STRATEGY POINT ALSO

STRATEGY NEEDS A “HUB”Website, Community, Other Content Site

AND DRIVERS


STRATEGY DEVELOPMENT PROCESSSTRATEGY DEVELOPMENT PROCESS


LARRY WEBER HAS ANOTHER SET OF STEPSLARRY WEBER HAS ANOTHER SET OF STEPS

1. Observe/Create Customer Map 2. Recruit Community Members3. Evaluate Online Conduit (Driver) Strategies4. Engage Communities in Conversation5. Measure Community Involvement6. Promote Your Community (To the World?)7. Improve the Community’s Benefits (Value)

Marketing to the Social Web


FACEBOOK HEAT MAPFACEBOOK HEAT MAP


MOST VALUABLE BOOKS?MOST VALUABLE BOOKS?

• Scott, David Meerman. The New Rules of Marketing and PR (Wiley (November 3, 2008)

• Weber, Larry. Marketing to the Social Web, (Wiley, June 22, 2007).


M0ST UNDERAPPRECIATED ISSUEM0ST UNDERAPPRECIATED ISSUE

• Social Media/Networks Allow Identification of– Groups– Segments– Niches– Specialists– Influencers

• For Specific, Personalized Targeting– Depending on Your Objectives/Target Audience


MOST UNDERAPPRECIATED - IIMOST UNDERAPPRECIATED - II

Marketing Research Plays a MINIMAL ROLE

in This Type of Targeting.

Marketing/Social Media BEHAVIORSKey to Successful Segmentation.


OBJECTIVES AND METRICSARE INEXTRICABLY LINKEDOBJECTIVES AND METRICSARE INEXTRICABLY LINKED


BEHAVIORS – AND SATISFACTIONBEHAVIORS – AND SATISFACTION

Global Measures

Satisfaction Surveys- 4Q

Net Promoter Score


SOCIAL MEDIA MARKETINGIS LABOR INTENSIVE

SOCIAL MEDIA MARKETINGIS LABOR INTENSIVE


CAN YOU CONVINCE UNBELIEVING/UNWILLING

MANAGEMENT?

CAN YOU CONVINCE UNBELIEVING/UNWILLING

MANAGEMENT?


SOCIAL MEDIA MARKETING MYTHSSOCIAL MEDIA MARKETING MYTHS

• It’s Easy.• It’s Free.• It’s About Technology.• Social Media Reaches Mass Audiences.• Marketers Can Talk About Their Products.• All Internet Users Will Participate.• Management Will Understand the Potential.• We’ll See Results Right Away.• We’ll Put It Up and It Will Take Care of Itself.


NEED TOP MANAGEMENT CHAMPIONNEED TOP MANAGEMENT CHAMPION

• Get Small Projects Approved– Have Strategic Impact– CAN BE TRACKED TO SUCCESS MEASURES• Social Media Metrics• Key Performance Indicators

• Demonstrate Return on Investment• Have a Clear “Next Steps” Vision


STILL TO COMESTILL TO COME


THE FUTURE OF THE SOCIAL WEBTHE FUTURE OF THE SOCIAL WEB


FUTURE CUSTOMER RELATIONSHIPSFUTURE CUSTOMER RELATIONSHIPS

http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-Media-The-Five-Year-Forecast-53635.aspx


YOU WILL HELP WRITETHE NEXT CHAPTER!

YOU WILL HELP WRITETHE NEXT CHAPTER!

m ary l ou r oberts april 2009 what i’ve learned about social media marketing spring 2009

Documents

ou r oberts ap

social media slide

social web slide

linked slide

hierarchy slide

social media marketing

social media marketing

steps vision slide