Social media and the 7 steps of Buiding a new media strategy

The term ‘Social Media’ is backward. ‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization. Focus on meaningful marketing that provides value in the message itself. Use humanization and transparency to affect how the product is perceived by customers and prospects. DIGITAL AND SOCIAL MARKETING STRATEGY AND SOLUTIONS Strategic planning, development and program review community development management Build new or support existing community engagement programs Blogger, new media relations influencer outreach Identify and engage influential online groups and individuals to promote products and services to grow brands sales

SOCIAL MEDIA AND THE 7 STEPS OF BUILDING

A NEW MEDIA STRATEGY

OLD MARKETING MODEL

Target the Audience and use interruptive techniques to convince

It was like archery or darts.

Messages were product-focused with little regard to providing value beyond the intrinsic value of the product.

Use human engagement and dialogue to drive customer preference and loyalty

It’s more like tennis.

Focus on meaningful marketing that provides value in the message itself.

MEDIA-ENABLED SOCIALIZATION

AKA SOCIAL MEDIA

The term ‘Social Media’ is backward

‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization.

Focus on meaningful marketing that provides value in the message itself.

Use humanization and transparency to affect how the product is perceived

by customers and prospects

SOCIAL MEDIA

ISN’T ABOUT

TWITTER, FACEBOOK, BUZZ AND YELP!

Worry about the tools last, not first.

The tools are constantly changing, so don’t hang your hat on any particular one.

STEP 1

WHAT’S YOUR PITCH? WHAT DO YOU DO?

WHAT DO YOU DO?

The elevator pitch is dead Now you must say it in 140 characters or less and still have room for a URL.

STEP 2

WHAT’S THE POINT?

STEP 3

WHAT IS YOUR CURRENT RELATIONSHIP WITH

YOUR AUDIENCE?

WHAT DOES THE TARGET AUDIENCE

NOTHING

AWARE, NO ACTION EVANGELISTS

SINGLE ACTION ADVOCATES

REPEATED ACTIONS / ENTHUSIASTS

PICK TWO PROFILES ADJACENT TO

EACH OTHER IN THE SPECTRUM.

NOTHING

AWARE, NO ACTION EVANGELISTS

SINGLE ACTION ADVOCATES

REPEATED ACTIONS / ENTHUSIASTS

STEP 4

HOW DO YOUR CUSTOMERS AND PROSPECTS USE

SOCIAL MEDIA?

ONLINE ADULT

PROPENSITY

to use social media in business making / adoption decisions

MAP DEMOGRAPHIC INFORMATION

TO SOCIAL MEDIA USAGE.

SELECT 1 TO 3 PROFILES.

STEP 5

WHAT’S YOUR ONE THING?

Carefully crafted explanatory

SOCIAL MEDIA IS CENTERED AROUND PASSION: BOTH YOURS AND YOUR CUSTOMERS’

Focus on your ONE THING and build your initiative around it.

APPLE GOOGLE NORDSTROM’S

STARBUCKS

NIKE

INNOVATION ACCESS TO INFORMATION CUSTOMER SERVICE

GREAT COFFEE SPORTS

HEINZ: IT’S NOT ABOUT KETCHUP,

IT’S ABOUT WHERE KETCHUP COMES FROM.

CASE STUDY IN FOCUSING ON ONE THING

STEP 6

HOW WILL YOU BE HUMAN?

CASE STUDY IN FOCUSING ON THE HUMAN FACTOR

IT’S ABOUT PEOPLE, NOT LOGOS

Don’t think Listen, observe and react authentically

Make your customer the star of the show.

STEP 7

IDENTIFY SUCCESS.

BEFORE YOU MEASURE SUCCESS,

KNOW WHAT IT WILL LOOK LIKE WHEN YOU SEE IT

IF YOUR POINT IS AWARENESS

THEN WHAT MATTERS IS:

Web Traffic

Web Traffic Referrals

Search Volume Trends

Followers, Friends, Fans

Social Mentions

Share of Voice

IF YOUR POINT IS SALES

THEN WHAT MATTERS IS:

IF YOUR POINT IS LOYALTY

THEN WHAT MATTERS IS:

Time Spent on Site

Repeat Visits

Content Acceptance

Followers, Friends, Fans

Repeat Social Mentions

Share of Voice

Recommendations and Reviews

Social Connectivity Among Customers

Customer Service Metrics

Net Promoter Score

NOW WE CAN THINK ABOUT THE TOOLS.

WHAT IF…

YOUR AD CAMPAIGN MOTIVATED PROSPECTS TO FOLLOW YOUR TWITTER

UPDATES WHICH MOTIVATED THEM TO INSTALL YOUR IPHONE APP WHICH

ENTERTAINED THEM ENOUGH TO VISIT YOUR WEBSITE WHERE THEY SIGNED

UP FOR YOUR EMAIL NEWSLETTERS IN WHICH YOU PROMOTED YOUR BLOG

THAT CAPTURED DIRECT MAIL OPT-INS WHICH INCLUDED YOUR CUSTOM MAGAZINE THAT ENTICED THE READERS TO NOT ONLY BUY YOUR BRAND,

BUT LOVE IT ENOUGH TO YELP! IT AND WRITE ABOUT IT ON THEIR FACEBOOK WALL?

HUB AND SPOKES

MODEL

All outreach elements, digital and

traditional, lead back to the center of your strategy – your website; the digital embodiment of your brand.

SOMETIMES YOU NEED ANOTHER WEBSITE.

ESPECIALLY IF YOUR PRODUCT IS ONE SILO IN AN

OTHERWISE WIDELY DIVERSIFIED COMPANY PORTFOLIO.

SOMETIMES IT MAKES SENSE

TO KEEP IT FAMILIAL WITH THE ‘MOTHER’ BRAND.

COACH WEBSITE

www.coach.com

POPPY by COACH PRODUCT WEBSITE

www.coach.com/poppy-us

SOMETIMES IT MAKES SENSE

TO LEAVE THE NEST A LITTLE.

GENERAL ELECTRIC WEBSITE

www.ge.com GE ‘WHAT’S YOUR LIGHTING STYLE?’ PRODUCT SITE

www.whatsyourlightingstyle.com

CREATE SATELLITE OUTPOSTS

TO INTERACT WITH CUSTOMERS & PROSPECTS IN THE PLACES THAT THEY LIVE.

CAPABILITIES:

FULL SERVICE DIGITAL AND TRADITIONAL

DESIGN & DEVELOPMENT

Website design and development

Web application and data gathering backend design, development and management

Print collateral design and development

Interactive design, development and deployment

Full scale metrics reporting

Identify and engage influential online groups and individuals to

promote products and services to grow brands & sales

CAPABILITIES:

CHANNEL DEVELOPMENT AND MANAGEMENT

Listening tool analysis and engagement

iPhone friendly development and apps

Facebook and other third-party API development and apps

Blogger outreach