why before how: developing successful social media strategy and synergistic integration

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The extremely high interest in social media is well-placed. Used correctly, social media can transform the relationship between brands and their customers. But, the social media gold rush has ushered in a largely tools-focused mentality, that dictates you "must get on Twitter immediately" (among other nonsense).Social media is a long putt, not a tap-in, and crafting a reasonable, sustainable, measurable strategic plan is critical to maintaining sanity and success.Perhaps more than any other component of communications, social media cannot stand alone. It is inherently impacted by all other marketing tactics. Thus, integrating your social media efforts closely with your email, search marketing, public relations, advertising, and other programs is essential.In this timely, invigorating, 1/2 day workshop, participants learned precisely how to create social media strategic plans in 7 steps, how best to measure social media success, and how to create cross-marketing synergies between social media and other channels.Led by Jay Baer, one of the country's foremost social media writers and trainers (and author of the Convince & Convert blog on social media strategy), this workshop featured real-life B2B and B2C case studies presented by social media and email experts from Blue Sky Factory, and from award-winning digital agency Mighty Interactive.Jay Baer, Founder, Convince & ConvertDJ Waldow, Director of Community, Blue Sky FactoryMike Corak, Director of Interactive Services, Mighty Interactive

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Page 2: Why Before How: Developing Successful Social Media Strategy and Synergistic Integration

Why Before How: Developing Successful Social Media Strategy

& Synergistic Integration

February 1, 2010

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DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow

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Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak

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Photo Credit: roadsidepictures

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Social Audit Checklist What are the current conversations about…

• Your Brand(s)?• Your Executives & Key Players?• Your Industry?• Your Competitors?

Where are those conversations taking place? What opportunities are present to engage the audience?

• Messaging• Programs/Promotions• Venues/Tools (e.g. Facebook, Twitter, YouTube)

What does success look like?

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“You can’t take

something off the Internet.

That’s like trying to take

pee out of a swimming

pool.”- Joe Rogan’s character on Newsradio

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Activity | Sentiment | Influencers | Impact

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Listening Implications

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Photo Credit: Frank Eliason

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Social Media is an Ingredient

First, an Entrée Second

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Traditional Marketing Mix

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Enter Social Media

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Integrating Social Media

Attracting New Fans & Followers

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Integrating Social Media

Encouraging those people to engage and/or buy

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Integrating Social Media

Retaining previous customers or brand advocates

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Social Media + Email

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Social Media + Search

Blog

YouTube

Blog

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Google Real-Time Search

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Conversations ∞ Content

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Search Drives Content Consumption

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Blogging for Content & Commerce

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Search From Social Outposts

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Social Media + Events

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Integration Tools & Tactics

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Virtual Communication Real Live Events

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Social Media & Advertising

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Social Media + Media Relations

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2. Public Relations

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The New PR Pitch

140

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Take a Break

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Creating a Social Media Strategic Map

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The Old Way:

Use Targeting and Interruption to Convince

The New Way:

Use Human Engagement and Dialog to Drive Preference and Loyalty

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Uses Humanization and Approachability to Create

Kinship and Brand Preference

A Successful Social Media Program:

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Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.

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Tools Change. Always..

Series10

10

20

30

40

50

60

YahooExciteAltavistaInfoseekLycos

Share of Search, 1999

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Worry About the Tools Last, Not First

www.theconversationprism.com

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7 Step Process

1. Listen

2. What’s the Point?

3. Analyze Audience

4. Find Your One Thing

5. Select Outposts

6. Pick Metrics

7. Make a Statement

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1. Listen

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Listening Results

• What’s Being Said• About Us• About Our Competitors• Sentiment & Share of Voice

• Who’s Saying It?• Where Are They Talking?

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Free Listening Worksheet

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2. What’s the Point? Awareness?Sales? Loyalty?

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Pick One

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Who Are They?

Age

Gender

Geography

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What Relationship Do They Have With Your Brand?

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Pick Up to Two, Adjacent

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How Does the Audience

Use Social Media?

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We’re Not All Spielberg

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1961 Entries

300 Entries

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Map Demographics To Social Media Usage

http://www.forrester.com/Groundswell/

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Determine Whom You’re Going to Reach

Select 2 to 3 Rungs

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4. What’s Your One

Thing?

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• Your carefully crafted• brochure copy• filled with• bullet points• about • product• features and• benefits

• Does NOT Make This Happen…

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Passion is the Gasoline of Social

Media

Find Your One Thing And Build Around It

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It’s Not About KetchupIt’s About Where Ketchup Comes

From

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It’s Not About ClothesIt’s About the People Who Wear Them

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Finding the One Thing Isn’t Easy

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Brand Anthropology

• Don’t Think – Listen and Observe

• Ask Your Customers

• Ask Your Agency

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How Will You Be Human?

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Great Movements Are Made Up of Great People.

Social Media Lets You Prove It.

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Sometimes It’s Better If the Employees are the Star. Or the Customers.

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Maybe It’s Not Just One Star

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The Greatest Story Ever Told

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5. Select Outposts

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Hit ‘em Where They Are, Not Where They Ain’t

Photo by Compujeramey

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6. Measure Impact

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Awareness? Sales? Loyalty?

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Possible Metrics for Awareness

Web Traffic From Outposts

Social Mentions

Share of Voice

Followers, Fans, Friends

Search Volume Trends

Visits from Search

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Possible Metrics for Sales

Social Connectivity of Customers/Prospects

Redemption of Social Media-Only Offers

Sales Funnel Actions by Social Referrers

Repeat Visits by Social Referrers

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Possible Metrics for Loyalty

Social Connectivity of Repeat Buyers

Net Promoter Score, or Similar

Increase in Positive Social Mentions

Increase in Positive Ratings/Reviews

Reduction in Customer Service Touches

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7. Make a Strategic Declaration

Photo by U.S. National Archives

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(Company Name) will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates). Centered around (One Thing), we will use (Humanization approach) to make the company more human. We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost). We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.

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Who Owns Social in the Organization?

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On the Ark

• Marketing / PR Staff

– Participate in Planning

– Coordinate Goals & Strategy

– Maintain Message Integrity

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On the Ark

• Customer Service Team

– Answer Questions

– Solve Problems

– Provide Proactive Alerts

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On the Ark

• Web Technology Team

– Production (Tools & Apps)

• Contests, iPhone Apps, Games

– Reference Social Media Outposts

– Fulfill Social Media Promises

• Deeper, More Detailed Information

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On the Ark

• Senior Management Team

– Give It Up

– Provide Content

– Be Present

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The Right People

Passion

TimeKnowledgeLove

It.

Learn It.Leverage It.

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Set Timelines

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Data to Seek

• Customer Characteristics• Geography• Age• Gender

• Current Social Metrics (if any)• Web Metrics

• Unique Visits• Bounce Rate• Referrers

• Business Metrics

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Community Manager:Your Online Mayor

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Personal vs. Business Branding

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Find Your Spheres

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DJ Waldow

Email Marketing

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Retweets

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Lists

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Software & Automation

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Twitter Virality TipsAfternoons

Thursdays - Sundays

“Please RT”

Minimal Posts

Previously Retweeted

Warnings, or Asking for Help

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About Facebook

• Communicate with Customers• Share & Elicit Content• Gain Key Insights

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Facebook Page Tenets

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Additional Facebook Page Tips

• Develop a Content Schedule– But Allow for Flexibility

• Elicit Content from All– But Keep a Watchful Eye (Quality Assurance)

• Be Creative, Engaging & Different– But Know Facebook Limitations & Guidelines

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Facebook Applications

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Ecommerce on Facebook

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Facebook Metrics

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Facebook Fan Box

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Facebook Advertising

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Blogging: Your Online Magazine

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Blogging = Traffic

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A Volunteer, Perhaps?

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LinkedIn

• Your Digital Rolodex• Strictly Business• Fantastic for Networking

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Your Smiling Face

Your Current/Recent Positions

Your Connections

Your Quick Summary

Your Interests - Blog Posts - Tweets - Presentations - Reading List - Etc.

Your Experience / Education / Groups

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Invite People You Meet/Know

• Upload Contact Lists

• Follow Up After Meetings

• Browse Connections’ Connections

• Learn more about Prospects

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Give (to Get) Recommendations

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Join Groups

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Ask & Answer Questions

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Create Company Pages

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