amping up so me mktg strategy r2i

Amping Up Your Social Media Marketing Strategy

Ken [email protected]

Agenda

• Coming to Grips

• The New Dynamic

• Brands Become Publishers

• Adapting the Organization

• Leveraging Sharing behavior

• Summarycopyright r2integrated, LLC 2009 – confidential and proprietary

Coming to Grips

Or:

How I Learned to Stop Worryingand Love Social media

copyright r2integrated, LLC 2009 – confidential and proprietary

Coming to Grips

1.Denial

2.Anger

3.Bargaining

4.Depression

5.Acceptance

The 5 Stages ofTechnology Introduction:

Coming to Grips

1.Skepticism


Coming to Grips

1. Skepticism

2.Experimentation


Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment


Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment

4. Practice


Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment

4. Practice

5. Adoption


The New Dynamic:

“I, for one, welcome our new Consumer Overlords…”

The New Dynamic

• Consumer in Control

• Decisions Driven by Content and Peer Advice

• Self-Organizing Communities

• Media Hierarchy Subverted

• Brands Must Directly Engage Consumers

• Sharing as the X - Factor

Brands as PublishersA Huge Opportunity in an Unfamiliar Role

Formerly separate entities are now sharing the same space...

Brands are becoming publishers.

Brand vs. Publisher

Brandon Manager

Parker Publisher

Today I need to:

• Create communities of interest…

• Deliver compelling content…

• Facilitate community dialogue…

• Monetize…

Create communities of interest…

Deliver Compelling Content…

Facilitate community dialogue…

Advertisers

New Relationships and Opportunities

BrandsPublishers

Consumers

The Traditional Relationship…

Advertisers


BrandsPublishers

Consumers

Search

Social

The Dissruptive Relationship…

Advertisers


BrandsPublishers

Consumers

Search

Social

A Balanced Relationship…

Adapting Your Organization

Platforms, Content, Skill Sets

Platform and Technologies

Brands used to rent the publishing platforms the used, now they must own or control them outright…

Content Management

Content Syndication

Community Building Tools

Mobile Applications

Rich MediaTools

Platform Layer

Vendors

Content must match the mission…

Content Management

Content Syndication


Mobile Applications

Rich MediaTools

Strategy Creative Development Management

Engagement Layer

Platform Layer

Internal Skill Sets

As must your own talent pool…


Content Author

Community Manager

Technical Support

Skill Sets Layer

Engagement Layer

Content Management

Content Syndication


Mobile Applications

Rich MediaTools

Platform Layer

Content Management

Content Syndication


Mobile Applications

Rich MediaTools


Content Author

Community Manager

Technical Support

Skill Sets Layer

Engagement Layer

Platform Layer

Adapting the Organization

Consequences…

Brands as Publishers

CASE STUDY:DHA Brain Health

Overview

Company:Leader in the innovation and development of DHA omega-3 products that promote health and wellness.

Challenge:Promote awareness of brain health and encourage people to take action

Target Audience:Young and expectant mothers, other health-conscious adults

Options

Advertise~ or ~

Publish?

Search Results were Crowded..

Advertising Creates Results at a Cost

Becoming a Publisher…

• Added technology to support distribution

• Engaged vendors to create compelling content

• Shifted internal responsibilities to staff content creation and community management positions

Technology…

Compelling Content…

Community Management…

Syndicated Promotion

A Typical Publishers Feature…

A Typical Publisher’s Feature…

What to Do Tomorrow?

• See the Web as a Buying Engine

• Look Beyond the CMS

• Focus on Optimizing Content

• Examine Organizational Requirements

• Vendor Profiles

Content Management Content Syndication Community Building Tools

Mobile Applications Rich MediaTools


Content Author Community Manager Technical Support

Skill Sets Layer

Engagement Layer

Platform Layer

Adapting the Organization

Leveraging Sharing Behavior

I am (pick at least one):• Generous• Fun• Smart• Righteous


Two Types of Social Networks

Technical Networks• Commonality: occupation, professional interest, or technical

skill• Seeking/Giving: technical data, or specific job-related

information• Sharing Motivation: inclusion, status, reputation

Trust and Admiration Networks• Commonality: personal affiliation (friends, associates)• Seeking/Giving: personal views and status, advice on decisions

and purchases• Sharing Motivation: ego (recognition, admiration, and trust)

We seek to reduce risk and gain rewards…


Technical Networks


Trust and Admiration Networks


Sharing Motivation

1.Transactional Value – “I’m generous”

2.Entertainment – “I’m fun”

3.Information Useful for Daily Life – “I’m

smart”

4.Ideology – “I’m good righteous”

People in these two networks share thingsthat meet one or more of these basic criteria:


Transactional Value


“I am generous.”

Entertainment Value


“I am fun.”

(“And I have a lot of spare time”)

Informational Value


“I am smart.”

Ideology


“I am righteous.”

Social Bridging

The Goal:Changing opinions and buying decisions

through the sharing of contentby others who accept your value

proposition

i.e. , making “advocates”


Social Bridging

The Method:Use social media

not as a broadcast medium, but as a place to identify, empower, and

reproduce advocates


Social Bridging

The Mission:To locate likely advocates,

arm them with valuable content,and ensure sharing mechanisms are in

place


This is not a “one and done” proposition, advocates represent an ongoing relationship that must be

actively maintained.

Social Bridging


Identify – Empower –

Applying the Theory

So now what?


Creating Effective Social Programs

TacticsCustome

r Behavior

StrategyTools & Content

• Motivation

• Needs/Wants

• Influencers

• Products

• Basedon Behavior

• Framework for managing influencers

• Intersecting behavior with messages at the right place and time

• Programs and campaigns

• Infrastructure

• Engaging content


Buying Behavior

• Motivation– Whose Problem is It?– Aspirin or Vitamin?– Risk/Reward

• Needs/Wants– Form/Function– Price

• Decision Making– Influencers vs. DMs– Evidence/Information– References– Peer Advice


Where are these communities?How do they operate?How do you intersect?

Content Generation

• Which Audience?– Technical/Non-technical

• Match the Motivation– Does it affect their “In Box”?

• Shareable Value– Transactional– Entertaining– Useful Information


Ask yourself, and ask key customers: “Would you share this?” “Why?”Be honest…

Sharing Systems and Technologies

E-mail– The Original Social Network– Embedded sharing mechanisms (e.g. influencer widgets)



Social Media:– Inherent Mechanism

( e.g. Facebook)– Adjunctive Mechanisms

(e.g. Facebook Connect API)– Share This– Ad Buys




Other Community Environments:– Company Micro-sites – 3rd Party Promotion Sharing Sites (e.g. coupon sites)– Partners

Example Framework

Can Moe grow?


TGI McScratch

y’sGoodtime

Food Drinkery

Retail Dining

• Target: Young Family/Upwardly Mobile

• Locations: 123


• Existing Contact Base: 86,000 email addresses

• Goal: Increase repeat visits 20%, increase per-cover revenues 25%

TGI McScratchy‘s


ActiveLoyal

Loyal Occasional

Rarely Never Been

• Core Population• Reach through Loyalty programs• Incentivize Sharing

and Word of Mouth• Create Social Bridge to…

Reach through Social Bridging

Main Objective


ActiveLoyal

Loyal Occasional

Rarely Never Been

Shifting the population…

Bridging Methods


Active Loyal

Loyal

Occasional

Rarely

Never Been

Inside the existing TMGFD base, email is the connection and sharing method.

Outside the TMGFD base, the connection and sharing method is via social mechanisms.

Tactical Overview

Social Media buysdrive other outsidemembers to join

300K+email base

Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connect on amicro-site or landing page amplifies it.

Email with engaging primary offer and sharing mechanisms.

Join Join Acquire

Facebook portal delivers valuable content, builds loyalty

Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook

Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions


Questions?


amping up so me mktg strategy r2i

Business

gripsthe new dynamicbrands

compelling content

advertisersnew relationships

new dynamicconsumer

llc2009 confidential

new consumer overlords

community dialogue

dha brain health