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Strategic Thinking for Social Media Marketing Success

Strategic Thinking for Social Media Marketing Success. w ith Suse Barnes of Susby Internet Solutions May 22, 2012. Introductions. Who is Susby ? Who are you? Solopreneurs Consultants Marketing Managers CMOs Community Managers Using Social Media New to Social Media.

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Strategic Thinking for Social Media Marketing Success

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  1. Strategic Thinking for Social Media Marketing Success with Suse Barnes of Susby Internet SolutionsMay 22, 2012

  2. Introductions • Who is Susby? • Who are you? • Solopreneurs • Consultants • Marketing Managers • CMOs • Community Managers • Using Social Media • New to Social Media

  3. What is the web today?

  4. The Funnel has Reversed We (consumers) have a voice. I.e. Your customers have something to say, and, people are listening to each other

  5. New Media Marketing? Social Media Marketing • Personal Conversations • Smaller Budget • One to One, One to Many, Many to Many • Brand Ambassadors • ROInfluence Traditional Marketing • Broadcast • Big Budget • Mass Media, One to Many • Brand Equity • ROInvestment

  6. Is content still king? Communication? Entertainment? Source: Hubspot

  7. Social + Media = We are the media • Listening • Sharing • Participating • Voting • Communicating • Connecting • Collaborating

  8. The 4 P-Shift P P EOPLE ROXIMITY ROMISES ARTNERSHIPS RODUCT RICE LACE ROMOTION

  9. Why do we need to participate? http://www.youtube.com/watch?v=x0EnhXn5boM

  10. It’s not a sprint…

  11. It’s a marathon

  12. “Failing to plan is planning to fail.” - Winston Churchill

  13. How to develop a winning social media strategy: • What is your goal? • Finishing, winning, beating your PR? • Who are you? • Fit, fast, slow, strong, weak, injured, confident? • How do you plan to accomplish the goal? • Strategy? Pre-race, in-race, post-race • Are you ready? • Resources: Shoes, food, training

  14. How to win (your marathon): • Identify a clear and realistic goal. • Know yourself, SWOT. • Create a plan. • Implement the plan and be flexible. • Reflect and refine for next time.

  15. 1. Define the goal • Is it attainable? • When will you achieve it? • How long will it take to accomplish? • What will success look like? • How will you measure that success?

  16. 2. SWOT • What are your Strengths, Weaknesses, Opportunities and Threats? • Who is your competition? • What is the competition doing to accomplish their goals? • What can you learn from competitors? • Hint: Are you doing lots of LISTENING?

  17. 3. Create a plan • Think LOVE • Ask yourself the ABCD questions: • Who is your Audience? • What is the Business Benefit of the relationship? • What is your Content plan? • What Distribution channels will you use?

  18. Think first, then plan • What are you marketing? • Which social networks will you participate on and why? • How will you engage with your community? • What is your strategy including • Frequency • Voice • Measurement?

  19. What are relationships made of?

  20. Your Social Media Plan LOVE L - Listen O - Offer V - Visit E - Engage

  21. Your Social Media Plan LISTEN(You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?)to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?) Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential) Participate in conversation with questions, comments, likes, follows etc.(Participation is marketing) OFFERShare what interests your community (Content, Content, Content) Create good content, content worth sharing (Content, Content, Content) Value and ENTERTAINMENT (Content, Content, Content) VISITBuild your network so you have people to talk with and connect with Grow through learning about others and understanding what they like ENGAGE Nurture your community members, show that you care, because you do You want the answer to be “YES!” What would that take? (Content and Frequency)

  22. Tools • Where will you participate? • What are your resources? • What networks/tools are best? • Why? • How do you know?

  23. Ideas for Campaigns • How will you implement the strategy? • What campaigns will facilitate it? • Strategy = Simple • Tactics = more complex

  24. 4. Implement the plan and be flexible Real-time A(B)CD: Be Authentic Be Human Focus on your Community Be Dedicated to your customers

  25. Be Human http://www.youtube.com/watch?v=OAlyHUWjNjE

  26. Success? • Were you successful? • What does the picture of success look like? • How do you measure your success? • What will you learn in the process of creating your strategy, implementing it and measuring the results?

  27. Social in the big picture? How does your social strategy fit into your overall marketing strategy? • What is the goal? • What is your overall marketing strategy? • What tools are going to be most effective? • Are you supporting an existing strategy or creating a new form of buzz? • What works, what didn’t work and why?

  28. B2B Social Marketing Tips B2B Facebook Marketing Tips: http://socialmediab2b.com/2011/06/b2b-facebook-marketing-tips/ 5 Ways B2B companies can use Facebook Timeline: http://socialmediab2b.com/2012/03/b2b-facebook-timeline/

  29. SocialMediaB2B.com Top B2B Companies on Twitter (January 2011) 1. Hubspot (@Hubspot) 2. Forrester (@Forrester) 3. eMarketer (@eMarketer) 4. CME Group (@CMEGroup) 5. comScore (@comScore) 6. Cisco (@CiscoSystems) 7. Gartner (@Gartner_Inc) 8. Oracle (@Oracle) 9. radian6 (@radian6) 10. Intel (@Intel) Source: http://socialmediab2b.com/2011/01/b2b-top-10-companies-twitter-list/#ixzz1vXA6dHoT

  30. B2B Social Media Strategy Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers

  31. Be Best-In-Class in B2B Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers

  32. Fish where the fish are Fish where the fish are

  33. Think Three R’s Reach Relevance Return

  34. Think Three R’s Return Relevance Reach

  35. Be Different, Be Remarkable

  36. Who Are You Talking ToWho Are You Talking With? • Where does your audience spend most of their time online? • Why do they spend their time there? • Who are they? • Who are your fans? • Who are your enemies? • How do you start conversations with both of these groups?

  37. Distribution • There is a lot of noise out there • It’s ok to repeat (or retweet) • Sharing is good • Content is always king, frequency is queenand entertainment is the jack of all parades • Create an editorial (social media) calendar and ALWAYS offer value

  38. Will it blend?

  39. Did it blend? • $50 gets 6 million hits in 5 days • 650% traffic increase • 5x the amount of sales ‘“a breakthrough in demographics“ for BlendTec’s brand awareness and image creation.’ -- ROI for BlendTec’s “Will it Blend?” CampaignMarch 13, 2009 by Joy-Fleur Brettschneider

  40. Don’t • Write or say anything you wouldn’t do or say in front of your mother • Broadcast • SHOUT • Copy • Forget about the elephant!

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