meng social media preso

© 2012 by Steven Bellach. All rights reserved.© 2012 by Steven Bellach. All rights reserved.

Steven BellachSteven BellachBottomLine MarketingBottomLine Marketing

www.blmllc.comwww.blmllc.com


AgendaAgenda

• OverviewOverview• Social Media is Changing How We CommunicateSocial Media is Changing How We Communicate• Is Your Brand Ready?Is Your Brand Ready?

• The Role of Social Media Networks in Your Marketing PlanThe Role of Social Media Networks in Your Marketing Plan

• Getting Your Message OutGetting Your Message Out

• Listening/MonitoringListening/Monitoring

• Common Mistakes and PitfallsCommon Mistakes and Pitfalls

• Exercise – Building A Social Media Network Program (time permitting)Exercise – Building A Social Media Network Program (time permitting)

• SummarySummary

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The New Social WorldThe New Social World

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Some Initial Thoughts…Some Initial Thoughts…

• Who do you think owns your brand?Who do you think owns your brand?

• Cash Cash waswas king, what is the new currency? king, what is the new currency?

• Do you or your brand have to be “extrovert” to Do you or your brand have to be “extrovert” to be a player in social media? Does social be a player in social media? Does social have to be “wacky”?have to be “wacky”?


Social Media isSocial Media is

Changing How We CommunicateChanging How We Communicate

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Media Over the YearsMedia Over the Years

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One-Way Communication

One-Way Communication

Complete Control Over Content

Two-Way Communication

Two-Way Communication

Control Over Content & Closed Feedback

Environment

All-Way Communication

All-Way Communication

Limited Control Over Content; Open Feedback

Environment


““All-Way Communication” ImplicationsAll-Way Communication” Implications

• Conversations will happen whether you want them to or not!Conversations will happen whether you want them to or not!

• You must monitor the conversations that are happening:You must monitor the conversations that are happening:• For you and your competition For you and your competition • To respond to negative or inaccurate sentimentTo respond to negative or inaccurate sentiment

• You can influence what conversations do start to happenYou can influence what conversations do start to happen• ““Plant Seeds”Plant Seeds”• New products/servicesNew products/services• Crisis managementCrisis management

• BUTBUT, , YOU NEED TO BE READY YOU NEED TO BE READY from a content and staffing strategy from a content and staffing strategy perspective before getting startedperspective before getting started• You cannot “dip your toe” in the social media waters !!You cannot “dip your toe” in the social media waters !!

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Content is The New CurrencyContent is The New Currency

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Company-Generated ContentCompany-Generated Content- Website, YouTube, Blogs, Games- Website, YouTube, Blogs, Games

Content Content Eco-systemEco-system

Externally-Generated ContentExternally-Generated Content- Blogs, Yelp, Facebook, Forums - Blogs, Yelp, Facebook, Forums

Who’s going to manage/monitor your content eco-system?Who’s going to manage/monitor your content eco-system?


The Role of SocialThe Role of Social

Media in Your Marketing PlanMedia in Your Marketing Plan

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The Marketing FunnelThe Marketing Funnel

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What Marketing EffortsDo You Currently Have at Each Stage of the Funnel?

Where Do Your CustomersConsume Information?

Where Does Social Media Fit In?

EVERYWHERE!


The Marketing FunnelThe Marketing Funnel

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Engag

eme nt

Inbou n

d Ma rketi ng

EVERYWHERE!


Before We Proceed, Let’s Ask the Before We Proceed, Let’s Ask the Fundamental Question:Fundamental Question:

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IS YOUR BRAND READY?


Is Your Brand Ready?Is Your Brand Ready?Brand Fundamentals – Checklist Brand Fundamentals – Checklist

• Do you have a sound brand strategy? Do you have a sound brand strategy? • Target market, etc.?Target market, etc.?• Clearly differentiated brand positioning?Clearly differentiated brand positioning?• Clearly defined brand personality?Clearly defined brand personality?

• Do you have a deep understanding of your competition – their Do you have a deep understanding of your competition – their social footprint?social footprint?

• Do you have a deep understanding of your customers – their Do you have a deep understanding of your customers – their pain points, their likes/dislikes?pain points, their likes/dislikes?

• Do you know where your customers go for information? Do you know where your customers go for information?

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IsIs Your Brand Ready? Your Brand Ready?Social Fundamentals – ChecklistSocial Fundamentals – Checklist

• Do you have clear goals for social media? What part of the Do you have clear goals for social media? What part of the funnel are you trying to impact? What metric are you trying to funnel are you trying to impact? What metric are you trying to move the needle on? BE SPECIFIC!move the needle on? BE SPECIFIC!

• Do you have the human resources to commit to social media? Do you have the human resources to commit to social media? Before you start a corporate blog or Twitter account, ask Before you start a corporate blog or Twitter account, ask yourself if you can allocate the resources needed. Social media yourself if you can allocate the resources needed. Social media is about real-time response and consistently updated content.is about real-time response and consistently updated content.

• Do you produce enough quality content to sustain social media Do you produce enough quality content to sustain social media

conversations? Content feeds the social media beast. What conversations? Content feeds the social media beast. What have you already produced?have you already produced?

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IsIs Your Brand Ready? Your Brand Ready?Social Fundamentals – ChecklistSocial Fundamentals – Checklist

• Do you know which social media sites are popular with your Do you know which social media sites are popular with your prospects and customers? prospects and customers?

• Is your website prepared for social media attention? Is your website prepared for social media attention?

• Are you ready to incorporate social media strategies throughout Are you ready to incorporate social media strategies throughout the buying process? the buying process?

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What Social MediaWhat Social Media

Networks are Right for Your Brand?Networks are Right for Your Brand?

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The 90/10 Rule OfThe 90/10 Rule Of Social Media For Business Social Media For Business

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Where Do The KeyWhere Do The Key Social Media Networks Fit In? Social Media Networks Fit In?

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FacebookFacebook

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What It’s Good For • Great for highly targeted marketing campaigns

• Can serve as hub for your overall social media program

• “Meeting place” in B2C, “Traffic Cop” in B2B• Easy to organize multi-media content• Reputation management (popularity trust

can be very important)

Best Practices/Examples • Establish content, tone, frequency guidelines• Organize your information by how customers

want to use it • Integration with all marketing campaigns and

new product launches• Dedicated apps to get closer to fans


TwitterTwitterWhat It’s Good For • Starting and jumping into conversations on

relevant topics• Listening to customer/industry discussions• Monitoring competitors• Issuing alerts for news/content• Timely announcements – new products, short-

term promotions, events

Best Practices • Establish content, tone, frequency guidelines• Drive traffic using #hashtags and topics

• Drive tweet activity around an event – e.g., a trade show, sponsorship

• Host Twitter chats with experts (or promotionally)

• Selectively link your Twitter account to other platforms for timely updates and to share content

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LinkedInLinkedIn

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What It’s Good For • Company and individuals become SMEs/go to resources• Post white papers, slideshares, blogs (link to

and from)• Business-related networking (5.7B people

searches in 2012)• Lead generation• Research/preparation• Networking/recruiting (25M profile views/day)

Best Practices • Post stream of relevant content (white papers, slideshares, etc.) at regular intervals

• Share interesting content you’ve read on LinkedIn

• Provide links to 3rd party content (off-LinkedIn) your prospects and customers will find interesting

• Use LinkedIn tools – polls/answers (“ask and answer”)


BlogsBlogs

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What It’s Good For • Great for educating your customers and prospects

• Build credibility around relevant subject matter• Become “go-to” resource • “Be the expert”

• Reputation management• Traffic driver• Lead generation

Best Practices • White Papers• Blog for search• Dumb it down…keep it simple• Leverage all other SMNs to drive readership• Include CTAs• Measure, then repeat (people read what’s

interesting to them)


YouTubeYouTube

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What It’s Good For • Great for delivering engaging content • Instructional/how to • Highlight and promote user generated content• Leverage overlays to drive traffic to commerce

or other action

Best Practices • Create YouTube channel for “brand home”; Build subscribers

• Create great content relevant to your target audience• Product showcase/demos, how-to & expert

advice, presentations, case studies• Find right balance between company and

externally generated• Measure, then create more (people view what’s

interesting to them)• Monitor discussions around video


Google+Google+

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What It’s Good For • Good for building SEO (linkage to Google)• Content oriented – creates new and easy ways

to share• Create hangouts and circles• Better for reaching men – 67% of user base• More technically savvy user base (particularly v.

Facebook)• Recording hangouts

Best Practices • Segment your connections with circles• Conduct focus groups within your hangouts• Post long form content (for SEO)• Post videos and photos• Putting G+ and +1 badges on sites


PinterestPinterest

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What It’s Good For • Retailers – “pinners” like to shop• Fashion• Home furnishings• Real estate

• Targeting female audiences

Best Practices • Make boards searchable• Add links to images to drive behavior• Use eye-catching graphics• Allow others to pin up on your boards


InstagramInstagram

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What It’s Good For • Appeals to emotions• Creates intimacy• Engages consumers• Reaches a large audience• User base tends to skew younger

Best Practices • Repeat – post regularly• Engage – events, geo-location, gamification• Create a plan on how to curate your customers• Use Hashtags – can use to expand your reach

(like Twitter)• Use exclusive pictures


Building A PlanBuilding A Plan

To Get Your Message OutTo Get Your Message Out

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Some Recent Statistics…Some Recent Statistics…

• 60% of businesses, both B2B and B2C, do not have an 60% of businesses, both B2B and B2C, do not have an integrated social media strategyintegrated social media strategy

• 69% of B2B companies, and 42% of B2C companies, do 69% of B2B companies, and 42% of B2C companies, do not have a mechanism for responding to customer not have a mechanism for responding to customer feedback in social media feedback in social media

• 51% of B2B companies have no social media tracking 51% of B2B companies have no social media tracking system in place, compared with 22% of B2C companiessystem in place, compared with 22% of B2C companies

Survey of 1180 B2B and B2C marketers conducted in January, 2012; Satmetrix Systems)


An Effective Plan…An Effective Plan…

• Has clear, measurable marketing objectives that are aligned Has clear, measurable marketing objectives that are aligned with overall business objectiveswith overall business objectives• Identifies what part(s) of the marketing funnel social media will Identifies what part(s) of the marketing funnel social media will

addressaddress

• Involves all parts of the organization, and encourages active Involves all parts of the organization, and encourages active participation among employees, customers and prospectsparticipation among employees, customers and prospects

• Incorporates the most appropriate social media networks to help Incorporates the most appropriate social media networks to help achieve objectivesachieve objectives

• Links social media networks to drive the content eco-systemLinks social media networks to drive the content eco-system

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Best Practice ExampleBest Practice Example

• B2B – CiscoB2B – Cisco

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CiscoCisco

• Overtly encourages employees to engage in social mediaOvertly encourages employees to engage in social media

• Clearly outlines the company’s social media strategy and its benefits to Clearly outlines the company’s social media strategy and its benefits to all employees – in fact they’ve posted their Cisco Social Media all employees – in fact they’ve posted their Cisco Social Media Playbook: Best Practice Sharing on line!Playbook: Best Practice Sharing on line!

• ““Cisco recognized early on that the first key in developing a solid social media strategy is to:Cisco recognized early on that the first key in developing a solid social media strategy is to:

• LISTEN to what customers are saying about the Cisco brand, products, competitors and LISTEN to what customers are saying about the Cisco brand, products, competitors and the industry. By monitoring conversations, tracking brand mentions and identifying brand the industry. By monitoring conversations, tracking brand mentions and identifying brand advocates, we found that we could effectively gauge the time and resources needed to advocates, we found that we could effectively gauge the time and resources needed to invest in our social media campaigns.invest in our social media campaigns.

• To ensure that there’s clear alignment between business objectives and social media, To ensure that there’s clear alignment between business objectives and social media,

Cisco PLANs for engagement by mapping out the team’s objectives, goals, strategies Cisco PLANs for engagement by mapping out the team’s objectives, goals, strategies and tactics. By working through this exercise, Cisco teams are able to identify members and tactics. By working through this exercise, Cisco teams are able to identify members who are particularly suited for certain roles and responsibilities and who are able to fulfill who are particularly suited for certain roles and responsibilities and who are able to fulfill functional work streams”functional work streams”

32Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing


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Cisco – BlogsCisco – Blogs

Easy to sort


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Cisco – BlogsCisco – Blogs

Easy to navigate


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Cisco – YouTubeCisco – YouTube

Well organized

High viewership


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Cisco – YouTubeCisco – YouTube

Integrated with other SMN feeds

Well organized


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Cisco – LinkedInCisco – LinkedIn

Career/productfocused


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Cisco – FacebookCisco – Facebook

A hub for Cisco info

Linked toOther content


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Cisco TwitterCisco Twitter

Linked to blogs

Responding to customers


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Cisco GamificationCisco Gamification


Cisco – Lessons LearnedCisco – Lessons Learned

• Encourage across-the-board participation in social media (within social Encourage across-the-board participation in social media (within social media policy guidelines)media policy guidelines)

• Develop strong contentDevelop strong content• Deep understanding of what your customers wantDeep understanding of what your customers want• Monitor what is read/viewed to drive future content creationMonitor what is read/viewed to drive future content creation• Length and frequency that is appropriate for your target audienceLength and frequency that is appropriate for your target audience

• Have the “Have the “appropriateappropriate”” level of company/brand participation across key level of company/brand participation across key SMNsSMNs

• Ensure strong linkage of content across all SMNsEnsure strong linkage of content across all SMNs

• Consider gamification to encourage engagementConsider gamification to encourage engagement

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Getting The Message OutGetting The Message Out

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Owned

Paid

Earned/ Shared

Convergence


ExamplesExamples

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OWNED PAID EARNED

Facebook • Post• Comment

• Paid search• Share• Viral

Twitter • Tweet• Sponsored

tweet• Retweet

Blogs • Blog Post • Pay a blogger• Share/Forward• Viral

LinkedIn• Connect, post,

recommend, etc.

• Paid ads • Share/Forward

YouTube • Video Post • YouTube links• Share/Forward• Viral


So, Which Social MediaSo, Which Social Media

Networks Are Right For You?Networks Are Right For You?

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So, Which Social MediaSo, Which Social Media

Networks Are Right For You?Networks Are Right For You?

45

(Cue “Gross Generalization” Music)(Cue “Gross Generalization” Music)


GenerallyGenerally, A Good Place To Start…, A Good Place To Start…

BlogsBlogs

LinkedIn LinkedIn

YouTubeYouTube

FacebookFacebook

TwitterTwitter

Google+Google+

PinterestPinterest

InstagramInstagram

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FacebookFacebook

PinterestPinterest

YouTubeYouTube

TwitterTwitter

InstagramInstagram

Blogs Blogs

Google+Google+

LinkedInLinkedIn


Listening/MonitoringListening/Monitoring

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How Do You Know What IsHow Do You Know What Is Being Said About Your Brand? Being Said About Your Brand?

LISTEN TO THEM!!!LISTEN TO THEM!!!

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Current Events

Industry Thought Leaders

PartnersSocial Media Influencers

Employees

CompetitionCustomers

Industry Events


Common Mistakes & PitfallsCommon Mistakes & Pitfalls

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Common Mistakes & PitfallsCommon Mistakes & Pitfalls

• Quantity over qualityQuantity over quality• Only talk when you have something to say!Only talk when you have something to say!

• Too much “buy, buy, buy”Too much “buy, buy, buy”• Think about the entire marketing funnelThink about the entire marketing funnel

• Focusing on a singular campaign, rather than an ongoing strategyFocusing on a singular campaign, rather than an ongoing strategy• Might be OK for a launch, but then what’s your content strategy? Might be OK for a launch, but then what’s your content strategy?

(start with asking your sales force for the top 5 customer issues)(start with asking your sales force for the top 5 customer issues)

• Not having a social media policy in placeNot having a social media policy in place• It takes resourcesIt takes resources

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Common Mistakes & Pitfalls (cont.)Common Mistakes & Pitfalls (cont.)

• Quantity over qualityQuantity over quality• Only talk when you have something to say! But say it often enough.Only talk when you have something to say! But say it often enough.

• Too much “buy, buy, buy”Too much “buy, buy, buy”• Think about the entire marketing funnelThink about the entire marketing funnel

• Focusing on a singular campaign, rather than an ongoing approachFocusing on a singular campaign, rather than an ongoing approach• Might be OK for a launch, but then what’s your content strategy?Might be OK for a launch, but then what’s your content strategy?

• Not having a social media policy in placeNot having a social media policy in place• It takes resourcesIt takes resources

• Failing to link your social media strategy with your search strategyFailing to link your social media strategy with your search strategy• Social media networks typically on first page of brand searches!Social media networks typically on first page of brand searches!

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Don’Don’t Believe Me?t Believe Me?Try Try ““GooglingGoogling”” Some Popular Brands… Some Popular Brands…

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Page One ResultsPage One Results

IBMIBM Twitter, LinkedInTwitter, LinkedIn

OracleOracle TwitterTwitter

Coca-ColaCoca-Cola FacebookFacebook

Southwest Airlines Southwest Airlines Twitter, BlogsTwitter, Blogs

Hewlett PackardHewlett Packard FacebookFacebook

OreoOreo Facebook, Twitter, YouTube Facebook, Twitter, YouTube

United AirlinesUnited Airlines TwitterTwitter

AppleApple YouTube, Blogs (page 2)YouTube, Blogs (page 2)

NikeNike FacebookFacebook


More Common Mistakes & PitfallsMore Common Mistakes & Pitfalls

• Failing to project your brand voiceFailing to project your brand voice• Should IBM be “wacky”? Should Red Bull not be bold?Should IBM be “wacky”? Should Red Bull not be bold?

• Trying to be great in all SMNs Trying to be great in all SMNs • Focus on the 1-2 that are most relevant to your goalsFocus on the 1-2 that are most relevant to your goals

• Thinking social media will replace your off-line marketingThinking social media will replace your off-line marketing• Integrate, integrate, integrateIntegrate, integrate, integrate

• Not responding to customer comments: the good, the bad AND the uglyNot responding to customer comments: the good, the bad AND the ugly• Important to “delight” and “diffuse” Important to “delight” and “diffuse”

• Using social for “one-way” communication Using social for “one-way” communication • It’s not all about you!It’s not all about you!

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SummarySummary

• ““All-way communication” has changed the way we interact with customersAll-way communication” has changed the way we interact with customers

• You cannot “dip your toe” in the social media watersYou cannot “dip your toe” in the social media waters• Need a well thought out content strategy – content is king!Need a well thought out content strategy – content is king!• Need a resource strategyNeed a resource strategy

• Is your brand ready – do you have a strong differentiated brand strategy?Is your brand ready – do you have a strong differentiated brand strategy?

• Align your social media objectives with your marketing objectives and your Align your social media objectives with your marketing objectives and your business objectives – where are you in the marketing funnel?business objectives – where are you in the marketing funnel?

• Choose/prioritize your social media networks wiselyChoose/prioritize your social media networks wisely

• Measure, measure, measure – you can’t manage what you can’t measureMeasure, measure, measure – you can’t manage what you can’t measure

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ExerciseExercise

Building A Social Media Building A Social Media Network ProgramNetwork Program

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Building a Social Media Network ProgramBuilding a Social Media Network Program

• Step #1:Step #1:• Find a partner Find a partner • Decide what part of the marketing funnel you want to impact, then Decide what part of the marketing funnel you want to impact, then

select ONE social media networkselect ONE social media network

• Step #2:Step #2:• Think about how this SMN can be used to support your current Think about how this SMN can be used to support your current

and/or future marketing/sales effortsand/or future marketing/sales efforts

• Summarize:Summarize:• What part of the funnel are you trying to impact?What part of the funnel are you trying to impact?• What’s your objective?What’s your objective?• What network will be most effective?What network will be most effective?• What content do you have or will you need to be successful?What content do you have or will you need to be successful?

• What are some tactics you might employ? What are some tactics you might employ? 57


Social Media Network SummarySocial Media Network Summary

58

Facebook • Great for highly targeted marketing campaigns• Can serve as hub for your overall social media program• “Meeting place” in B2C, “Traffic Cop” in B2B• Easy to organize multi-media content• Reputation management (popularity trust can be very important)

Twitter • Starting and jumping into conversations on relevant topics• Listening to customer/industry discussions• Monitoring competitors• Issuing alerts for news/content• Timely announcements – new products, short-term promotions, events

LinkedIn • Company and individuals become SMEs/go to resources• Post white papers, slideshares, blogs (link to and from)

• Business-related networking• Lead generation• Research/preparation• Networking/recruiting• User groups around common interests

Blogs • Great for educating your customers and prospects• Build credibility around relevant subject matter

• Become “go-to” resource • “Be the expert”

• Reputation management• Traffic driver• Lead generation

YouTube • Great for delivering engaging content • Instructional/how to • Highlight and promote user generated content• Leverage overlays to drive traffic to commerce or other action


Social Media Network SummarySocial Media Network Summary

59

Google+ • Good for building SEO (linkage to Google)• Content oriented – creates new and easy ways to share• Create hangouts and circles• Better for reaching men – 67% of user base• More technically savvy user base (particularly v. Facebook)

Pinterest • Retailers – “pinners” like to shop• Fashion• Home furnishings• Real estate

• Targeting female audiences

Instagram • Appeals to emotions• Creates intimacy• Engages consumers• Reaches a large audience• User base tends to skew younger


DiscussionDiscussion

60

meng social media preso

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