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Page 1: Creating An Effective Social Media Strategy
Page 2: Creating An Effective Social Media Strategy

CREATING AN EFFECTIVE

SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY

TJ Tee

Interactive Marketing Manager

Integricity Corporation

Page 3: Creating An Effective Social Media Strategy

BY THE END OF THIS SESSION

Why marketing is flawed

Rethinking Web presence

1

2

How social media changes things

A structured approach to social media strategy

Key success (and failure) factors

3

4

5

Page 4: Creating An Effective Social Media Strategy
Page 5: Creating An Effective Social Media Strategy

SOCIAL NETWORKS

Page 6: Creating An Effective Social Media Strategy

SOCIAL BOOKMARKING

Page 7: Creating An Effective Social Media Strategy

NEWS/CONTENT SHARING

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COLLABORATIVE KNOWLEDGEBASE

Page 9: Creating An Effective Social Media Strategy

MICROBLOGGING

Page 10: Creating An Effective Social Media Strategy

RATINGS & REVIEWS

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IMAGE & VIDEO SHARING

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RELATIONSHIPS IT ENABLES

PEOPLE & THE

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CHALLENGED

Page 18: Creating An Effective Social Media Strategy

HOW MARKETING WORKS

• $450 billion spent on ads (2007)

• Advertising thrives on repetition

• 2 measures:• 2 measures:

Reach = # people screamed at

Frequency =

# times one hears the shout

Page 19: Creating An Effective Social Media Strategy

THE MARKETING FUNNEL

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THE PROBLEM WITH MARKETING

Marketers are used to shoutingMarketers are used to shoutingand listening for the echo

Page 21: Creating An Effective Social Media Strategy

THE PROBLEM WITH MARKETING

The Web requires them to talk, and they don’t know how to

Page 22: Creating An Effective Social Media Strategy

IN TRYING TIMES LIKETHESE, WE CANNOTAFFORD TO CONTINUEMARKETING THE WAYMARKETING THE WAY

WE KNOW HOW.PEOPLE JUST AREN’TLISTENING ANYMORE.

Page 23: Creating An Effective Social Media Strategy

HOW SOCIAL MEDIA CHANGES THINGS

Retail

• Amazon has thousands of product ratings and reviews, unlimited shelf space

DistributionDistribution

• Last.fm lets people listen to music for free, recommends songs based on preferences

Product innovation

• Starbucks listens to feedback from fans and incorporates suggestions into its business

Page 24: Creating An Effective Social Media Strategy

HOW SOCIAL MEDIA CHANGES THINGS

Travel

• People trust what strangers have to say about a destination or a hotel on TripAdvisor

NewsNews

• People vote for news they think is most relevant on Digg

Technical support

• Experts help out each other solve problems on numerous forums

Page 25: Creating An Effective Social Media Strategy

A collection of A collection of A collection of

artificial branding

and pro-corporate

content

A collection of

artificial branding

and pro-corporate

content

Page 26: Creating An Effective Social Media Strategy

IRRELEVANT?

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1. Corporate website

2. Blog

3. Phone review website

4. Tech review website

6. Corporate website

5. Tech review website

7. Mobile news/review website

8. Gadget review website

10. Tech review website

9. Mobile news/review website

Page 29: Creating An Effective Social Media Strategy

STATISTICS

62% of users clicked on a result on Page 1

90% of people who bought something clicked a link on Page 1

41% of users performed a new search if they didn’t find what they want on Page 1find what they want on Page 1

People will (at most) go up to Page 3 before giving up

1 in 3 users associated companies listed in top search results with top brands

iProspect & Jupiter Research

(Search Engine User Behavior Study)

Page 30: Creating An Effective Social Media Strategy

FORGET EVERYTHING YOU KNOW

Your brand

• It’s what your customers say it is

Web presence

• It lives outside your website• It lives outside your website

Media

• People don’t trust corporations. People trust people.

• The consumer IS THE MEDIA

Page 31: Creating An Effective Social Media Strategy

100 PEOPLE

Page 32: Creating An Effective Social Media Strategy

CAUTION: TROUBLE AHEAD

1. Conversations are happening outside your realm of control

2. People are discussing, complaining, spreading false information about your spreading false information about your brand

3. No amount of advertising is going to change the way things are

Page 33: Creating An Effective Social Media Strategy
Page 34: Creating An Effective Social Media Strategy

HOW IT AFFECTS YOU

1. You may see it as a huge threat

2. You will lose control, whether or not you’re part of it

3. You want to get involved and talk but you 3. You want to get involved and talk but you don’t know where to start

Page 35: Creating An Effective Social Media Strategy

THE PEE OUTOF THE SWIMMING

POOL

Page 36: Creating An Effective Social Media Strategy
Page 37: Creating An Effective Social Media Strategy

6,000,000VIEWS IN THE FIRST WEEK

20 PERCENT INCREASE IN

BLENDER SALES2077

VIDEOS (BLENDTEC GETS

PEOPLE TO SUGGEST NEW

THINGS TO BLEND)

Page 38: Creating An Effective Social Media Strategy
Page 39: Creating An Effective Social Media Strategy

THEM

Page 40: Creating An Effective Social Media Strategy

1. #1 pitfall – Choosing a technology first

2. Technologies change rapidly, and they’re not the point. The forces at work are

3. We need to know how to deal with these

BUT WAIT!

3. We need to know how to deal with these forces

4. Mastering the social Web – focus on relationships, not technologies

Page 41: Creating An Effective Social Media Strategy
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1. People creating – blogs, UGC, podcasts

2. People connecting – social networks, virtual worlds

3. People collaborating – wikis, open source

THE FORCES AT WORK

3. People collaborating – wikis, open source

4. People reacting to each other – forums, ratings & reviews

5. People organizing content – tags

6. Accelerating consumption – RSS, widgets

Page 43: Creating An Effective Social Media Strategy

POST1

22

3

4

Page 44: Creating An Effective Social Media Strategy

DEFININGOBJECTIVESOBJECTIVES

Page 45: Creating An Effective Social Media Strategy
Page 46: Creating An Effective Social Media Strategy

The measure of which you

define what a goal means

• Sale

Factors to consider

• Tell, don’t sell

CONVERSIONS: WHAT & HOW?

• Lead

• View

• Share

• Download

• Sign-up

• Conversions don’t always happen right away

• Previous experience affects future likelihood

• People don’t navigate in a linear fashion, don’t herd them

Page 47: Creating An Effective Social Media Strategy

DIRECT MEASURES & HALO EFFECT

Page 48: Creating An Effective Social Media Strategy

1 Instant messenger

2 Mobile

3 Microblogging1 Instant messenger

4 Virtual worlds

5 Social networks

6 Mash-ups

Page 49: Creating An Effective Social Media Strategy

CONVERSATIONCONVERSATIONECOSYSTEM

Page 50: Creating An Effective Social Media Strategy

CONVERSATION

Page 51: Creating An Effective Social Media Strategy

SUCCESSSUCCESSFACTORS

Page 52: Creating An Effective Social Media Strategy
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3 KEY FACTORS FOR CONVERSATION

Visibility

• How easy it is for people to find your brand online

EngagementEngagement

• How relevant and connected your brand is

Trust

• How trustworthy your brand is in delivering its value proposition

Page 54: Creating An Effective Social Media Strategy

HOW TO FAIL

1. Focus on the tools and technologies first

2. Shout, not talk. Neglect developing a conversation strategy

3. Be ignorant about what you want to achieve 3. Be ignorant about what you want to achieve by engaging the social Web

4. Be clueless about what your brand means to people

5. Neglect the people

Page 55: Creating An Effective Social Media Strategy

CREATING ASTRATEGYSTRATEGY

Page 56: Creating An Effective Social Media Strategy

HOW TO GET STARTED

1. Identify and understand your audience

2. Define clear objectives, measurable goals

3. Connect and create value

4. Reward participation4. Reward participation

5. Grow

Page 57: Creating An Effective Social Media Strategy

TIPS FOR SUCCESS

1. Never forget that the social media is about person-to-person activity

2. Be a good listener

3. Be patient3. Be patient

4. Be opportunistic

5. Be flexible

6. Be collaborative

7. Be humble

Page 58: Creating An Effective Social Media Strategy

A CHALLENGE

1. Embrace your customers’ suggestions into your own development and process strengths

2. Listen and act on these suggestions to 2. Listen and act on these suggestions to accelerate innovation

3. Start a conversation with them to understand and exploit their knowledge

Page 59: Creating An Effective Social Media Strategy
Page 60: Creating An Effective Social Media Strategy
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Page 62: Creating An Effective Social Media Strategy
Page 63: Creating An Effective Social Media Strategy

IN THE COMING YEARSWE WILL NEED TODEPEND ON THE

PEOPLE WHO MATTERDEPEND ON THE

PEOPLE WHO MATTERMOST TO US:

OUR CUSTOMERS

Page 64: Creating An Effective Social Media Strategy

KEY TAKEAWAYS

1. Marketing needs to evolve, we need to change. Participation is the start

2. People don’t trust companies, people trust people. The people is the mediapeople. The people is the media

3. Key to conversion: Conversation

4. Success factors: Visibility, Engagement Trust

5. Technology is not the first thing to consider. Remember the POST method

Page 65: Creating An Effective Social Media Strategy
Page 66: Creating An Effective Social Media Strategy

FOLKS!

Page 67: Creating An Effective Social Media Strategy

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