social marketing strategy: a how-to guide
DESCRIPTION
Originally presented as a Mediabistro Education seminar, this presentation covers the basic principles of developing a social marketing strategy & plan of action. Topics include the evolution of social marketing, how social marketing can be planned in the context of brand strategy, and a step by step how-to guide for putting a social marketing campaign into market.TRANSCRIPT
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Social Media Marketing & Your Overall Strategy
Orli LeWinter // @orlibethVP, Strategy & Social Marketing @360i
Monday, June 9, 14
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Social media strategy:
ORLI LEWINTER // @orlibeth // @360I
From zero to overdrive
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ORLI LEWINTER // @orlibeth // @360I
THEN: Social media was planned in a silo.
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ORLI LEWINTER // @orlibeth // @360I
THEN: And real-time marketing was everyone’s strategy.
(Still is for some.)
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NOW:
ORLI LEWINTER // @orlibeth // @360I
Interest in social is now on a par with brand strategy.
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fragmentation of media consumption
ORLI LEWINTER // @orlibeth // @360I
Marketers must go where their consumers are.
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ORLI LEWINTER // @orlibeth // @360I
NOW: Social media in the service of brand building.
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where will your consumer be tomorrow?
ORLI LEWINTER // @orlibeth // @360I
It’s (nearly) impossible to predict.
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Client Data
Brand Arsenal
Real-time Insights
Activation
Optimization
Measurement
COMPANY
CONSUMER
CATEGORY
CULTURE
‣ Who is your target audience?
‣ What is going to motivate them to care and share?
‣ What are the cultural touch-points?
‣ How can we be relevant?
‣ How is your brand perceived?
‣ What�s your brand truth?
‣ What�s the competition doing?
‣ How can we stand out?
CURRENCY
FILTER Defining The Currency
Search Data
INPUT Understanding Value Currency Exchange
OUTPUT
currency-centered planning to guide social strategy development
ORLI LEWINTER // @orlibeth // @360I
Monday, June 9, 14
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Align your social strategy with your brand strategy
ORLI LEWINTER // @orlibeth // @360I
Brand Purpose
brand vision
brand promise
brand promise
brand promise
brand promise
brand strategy
social strategy
Social vision social currency
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ORLI LEWINTER // @orlibeth // @360I
Smart social planning for small businessesThere’s an even greater need to form 1:1 relationships.
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ORLI LEWINTER // @orlibeth // @360I
WHATEVER else YOU do...
3 things to always keep in mind
your audience is mobile. Optimize the experience accordingly.
the internet is visual. Photos & video are crucial.
Brands are “people” too. Define a persona and find your voice.
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to planning for
6 Steps
Social Media Success
ORLI LEWINTER // @orlibeth // @360I
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1. Identify your target audience.* and understand their media consumption habits.
ORLI LEWINTER // @orlibeth // @360I
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1. Identify your target audience.* and understand their media consumption habits.
ORLI LEWINTER // @orlibeth // @360I
• not just demographics, but psychographics: Are they Small Business Owners? Vacationers? Do-It-Yourselfers?
• not just where they are online, but how they’re using those platforms: Where do they give permission for brands to engage?
• how do they feel about your brand and/or category:Sentiment and in depth buzz analysis can uncover opportunities & white space.
• some consumers can influence others: With limited resources, focus on those who have outsize influence on their peers.
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2.Hone in on your brand’s unique currency.* What Will compel consumers to care, share & connect?
ORLI LEWINTER // @orlibeth // @360I
What Brands O!er Consumers
What Consumers Give Back To You
Conversation Access Utility
Entertainment Social Currency Product
Authenticity
WOM
Advocacy
More consumers
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2.Hone in on your brand’s unique currency.* What Will compel consumers to care, share & connect?
ORLI LEWINTER // @orlibeth // @360I
• currency usually lies at the intersection of brand & consumer: What can your brand offer that your consumer wants?
• it’s also culturally influenced: The way consumers want to engage with brands is constantly evolving.
• in social, the real value is permission-based marketing, not paid:Without valuable currency, your dollars will have to work much harder.
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3.Set clear goals. * and don’t forget to measure & optimize against them.
ORLI LEWINTER // @orlibeth // @360I
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3.Set clear goals. * and don’t forget to measure & optimize against them.
ORLI LEWINTER // @orlibeth // @360I
• kpi’s should ladder back up to business goals: The number of fans you have (and other metrics) should not be an end in and of itself.
• To gauge success of social, you may have to measure other media as well: Search volume, clicks, web traffic, conversion rates, sales, etc.
• measurement is useless if you’re not applying what you learn:Social moves quickly. Re-evaluate and optimize your campaigns frequently.
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4.Develop your social architecture.* and ensure it plays into your overall marketing plan.
ORLI LEWINTER // @orlibeth // @360I
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• all media can be social nowadays: tv, print, events, etc.
• consider how people will find the content: Distribution channels, paid media, etc.
• ensure strategic flow of traffic & content:Based on your goals & audience profile
• use influencers to your brand’s advantage: They have built-in audiences that can achieve reach
4.Develop your social architecture.* and ensure it plays into your overall marketing plan.
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5.Adequately budget for content development.* and don’t forget the cost of distributing that content.
ORLI LEWINTER // @orlibeth // @360I
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5.Adequately budget for content development.* and don’t forget the cost of distributing that content.
ORLI LEWINTER // @orlibeth // @360I
• doesn’t have to cost a fortune, just has to be on-brand and look good: Social creative is no longer the red-headed step-child of advertising. Allocate enough resources to create something for social that your brand can be proud of.
• it takes time & resources to manage content calendars, too: Not just the cost of creating the content, but developing content strategy, posting, analyzing, etc.
• Smart distribution - paid or earned - is key to success:Many social platforms (like Facebook) are pay-to-play nowadays. Others, like Reddit, require smart distribution strategies.
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6.Always be ready to pivot.* experimentation is half the fun (and an opportunity).
ORLI LEWINTER // @orlibeth // @360I
Snapchat, instagram, pinterest all experiencing meteoric rise
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6.Always be ready to pivot.* experimentation is half the fun (and an opportunity).
ORLI LEWINTER // @orlibeth // @360I
• Always keep your finger on the pulse of where your audience is moving: Especially with younger consumers, media habits could change on a dime.
• with many media platforms, the early bird gets the worm: On Pinterest, for example, those who create an early footprint may see longterm benefits with regards to “Pinterest-engine optimization”
• fail early, fail fast, fail often (also succeed from time to time):On newer platforms, there’s less of a spotlight on what your brand is doing, so it could be a great opportunity to test and learn.
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thanks!
Questions?
Monday, June 9, 14