Developing social media marketing strategies

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Businesses have social channels. Do they have social strategies?

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DEVELOPING SOCIAL MEDIA STRATEGY#INTERNET MARKETINGMary Lou RobertsAugust 20111Consumers and BusinessesUse SM To CommunicateMarketers Must Use SM (Wisely)To Communicate With Both#INTERNET MARKETINGMary Lou RobertsAugust 20112

http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.pngCONSUMER PARTICIPATION IN SOCIAL MEDIA#INTERNET MARKETINGMary Lou RobertsAugust 2011Orkut in India

Ozone is business conferencing3

IS NOW ABOUT 700 MILLION Insidefacebook.com#INTERNET MARKETINGMary Lou RobertsAugust 2011Orkut in India

Ozone is business conferencing4SOME FACEBOOK METRICS SURPRISING?

SocialCode is a full-service Facebook agencyhttp://socialcode.com/http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/#INTERNET MARKETINGMary Lou RobertsAugust 20115DEMOGRAPHIC DIFFERENCES

http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/#INTERNET MARKETINGMary Lou RobertsAugust 20116

http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/

http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/GLOBAL DIFFERENCES#INTERNET MARKETINGMary Lou RobertsAugust 20117

BUSINESS PARTICIPATION IN SOCIAL MEDIAhttp://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/#INTERNET MARKETINGMary Lou RobertsAugust 20118

http://www.youtube.com/watch?v=idLG6jh23yE757,678 views official versionSMASH HIT OF THE SEASONhttp://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.htmlMETRICSDebuted on FacebookFans from 1.6m to 3.1m over a weekend#INTERNET MARKETINGMary Lou RobertsAugust 20119

#INTERNET MARKETINGMary Lou RobertsAugust 201110GOOD CAMPAIGNS CONTINUE, EVOLVE

#INTERNET MARKETINGMary Lou RobertsAugust 201111

http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embeddedTHE MAN IN THE TOWEL#INTERNET MARKETINGMary Lou RobertsAugust 2011Smell like a Man, Man started in February

Sort of segued into Man your Man could smell like

Isaiah Mustafa12

Late July 2010 40 m views response videos Brand views on web 110 mA SUCCESS BY ALL MEASURES?#INTERNET MARKETINGMary Lou RobertsAugust 201113DOESNT ALWAYS WORK

#INTERNET MARKETINGMary Lou RobertsAugust 201114CISCO LAUNCHES ROUTER IN SOCIAL MEDIA

Launch Event in Second Life Video Conferencing for Execs, Customers Defend the Network Game Facebook, Mobile, Blogs Social Media Widget

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/#INTERNET MARKETINGMary Lou RobertsAugust 201115METRICS9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)Top Execs Spent only 1 Hour Viewing Media 3x usual articles, > 1000 blog posts40 Million Online ImpressionsCOST = 1/6 OF TRADITIONAL MEDIA LAUNCH!SAVED OVER $100,000!

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/#INTERNET MARKETINGMary Lou RobertsAugust 201116DEVELOPING SOCIAL MEDIA STRATEGY#INTERNET MARKETINGMary Lou RobertsAugust 201117Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/#INTERNET MARKETINGMary Lou RobertsAugust 201118

JULY 15, 2010

MARKETERS USE SM FOR ACQUISITION

#INTERNET MARKETINGMary Lou RobertsAugust 201119

SEPTEMBER 20, 2010

MARKETERS USE SM FOR RETENTION#INTERNET MARKETINGMary Lou RobertsAugust 201120

NON-PROFITS USING SM TO RAISE $/http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitterOver $500k ??#INTERNET MARKETINGMary Lou RobertsAugust 2011Tiwtchange gets celebrities to follow for a price21

WHAT NOKIA SAYS#INTERNET MARKETINGMary Lou RobertsAugust 201122

http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conferenceHAVE INTERNAL GUIDELINES#INTERNET MARKETINGMary Lou RobertsAugust 201123

http://conversations.nokia.com/

CONTINUOUS ENGAGEMENT!http://blog.ovi.com/#INTERNET MARKETINGMary Lou RobertsAugust 201124

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.htmlTHE NEW MEDIAShared Media Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is shared media since its a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media canpropagateacross an individuals network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.http://www.toprankblog.com/2011/07/online-marketing-media-mix/#INTERNET MARKETINGMary Lou RobertsAugust 201125EXECUTING SOCIAL MEDIA STRATEGIES#INTERNET MARKETINGMary Lou RobertsAugust 201126https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

#INTERNET MARKETINGMary Lou RobertsAugust 201127Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/#INTERNET MARKETINGMary Lou RobertsAugust 2011288 STAGES OF LISTENING STRATEGYhttp://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/#INTERNET MARKETINGMary Lou RobertsAugust 201129

ALTIMETER CALLS IT SOCIALGRAPHICS#INTERNET MARKETINGMary Lou RobertsAugust 201130WHAT QUESTIONS SHOULD MARKETERS ASK?Where Are Your Customers Online?What Are Their Behaviors Online?What Social Information or People Do They Rely On? Who Do They Trust?What Is Your Customers Social Influence? Who Trusts Them?How Do Customers Use Social Tech In The Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

#INTERNET MARKETINGMary Lou RobertsAugust 201131

http://www.powerreviews.com/newsletter-q310-pehr.php

SOME THINGS WE KNOW#INTERNET MARKETINGMary Lou RobertsAugust 201132

IncreasedPlateauedhttp://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you#INTERNET MARKETINGMary Lou RobertsAugust 201133FOOD SHOPPERS NEED INFO AT POP

#INTERNET MARKETINGMary Lou RobertsAugust 201134 DELL LEARNED TO LISTEN, COMMUNICATE

http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspxhttp://www.ideastorm.com/#INTERNET MARKETINGMary Lou RobertsAugust 201135http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh

http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600BRANDED COMMUNITIES IMP. PLATFORMS#INTERNET MARKETINGMary Lou RobertsAugust 201136LEGO IS GOOD AT ENGAGING

#INTERNET MARKETINGMary Lou RobertsAugust 201137LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

#INTERNET MARKETINGMary Lou RobertsAugust 201138

#INTERNET MARKETINGMary Lou RobertsAugust 201139TRENDINGSoLoMoSOCIAL LOCAL MOBILE#INTERNET MARKETINGMary Lou RobertsAugust 201140

#INTERNET MARKETINGMary Lou RobertsAugust 201141

115 Million Subscribers, 8/5/2011http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-millionGROUPON OFFERS LOCALIZED PROMOS#INTERNET MARKETINGMary Lou RobertsAugust 201142SO DO TONS OF OTHERS!

#INTERNET MARKETINGMary Lou RobertsAugust 201143NOT SMOOTH SAILING

http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8

Interesting Readinghttp://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html

http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903#INTERNET MARKETINGMary Lou RobertsAugust 201144FACEBOOK OUT, GOOGLE IN

#INTERNET MARKETINGMary Lou RobertsAugust 201145BUTTag Locations in PostsBefore: You could only "check in" to locations using the Places feature on a smart phone.Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.Making It Easier to Share With Who You Wantby Chris Cox on Tuesday, August 23, 2011 at 2:00pmhttps://blog.facebook.com/blog.php?post=10150251867797131#INTERNET MARKETINGMary Lou RobertsAugust 201146

WHO, WHERE, HOW PEOPLE FIND/MOBILE

#INTERNET MARKETINGMary Lou RobertsAugust 201147EXECUTING IS AN ORGANIZATIONAL ISSUEEVEN MORE THAN A MARKETING ONETECHNOLOGY MINOR IN COMPARISON#INTERNET MARKETINGMary Lou RobertsAugust 201148WHY ORGANIZATION, NOT TECHNOLOGY???There Is Organizational ResistanceManagers Fearful of Direct Public InteractionWorkers Have to Learn New SkillsWork in (New, Different) GroupsROI Is Not Immediate

A PROCESS OF ORGANIZATIONAL CHANGE

#INTERNET MARKETINGMary Lou RobertsAugust 201149KEY ISSUES

METRICSROIORGANIZATIONPOLICY GUIDELINES

#INTERNET MARKETINGMary Lou RobertsAugust 201150

SOCIAL MEDIA STILL SEEKING ACCEPTANCE#INTERNET MARKETINGMary Lou RobertsAugust 2011A few quick wins are important51

THE IDEAL INTEGRATED METRICSGoogle AnalyticsWebTrendsHubSpot#INTERNET MARKETINGMary Lou RobertsAugust 201152

RECOMMENDED#INTERNET MARKETINGMary Lou RobertsAugust 201153ROI MORE THAN METRICS#INTERNET MARKETINGMary Lou RobertsAugust 201154HOW TO ORGANIZE - FORRESTER

Forrester Research ReportOrganizing for Interactive MarketingAugust 2010#INTERNET MARKETINGMary Lou RobertsAugust 201155HOW TO ORGANIZE - ALTIMETER