integrated social media strategy

1

Social Media and your business Ryan McCormack :: May 2010 http://bitstrategist.com

Ryan McCormack :: July 2010 :: http://bitstrategist.com

Outline

•  Marketing is evolving

•  Businesses need an integrated strategy

•  Social media is a critical step

•  Summary


Marketing is evolving


In the beginning…


And then it got noisier…


Trust us…


…and then came the Internet


…and things got social


Businesses can evolve by pursuing an

integrated strategy


Product Strategy Your products or

services, competition

Brand & Content Strategy

Who you are and how you communicate

about yourself

Social Strategy How you listen to and engage with your customers


Experience Design


Integrated Strategy

and Design





about yourself


The new kid on the block: Social strategy


Social media is not a fad. There is real impact and ROI.


Twitter explodes across the globe

•  106,000,000 registered users

•  300,000 new users / day

•  600,000,000 searches / day

•  100,000+ applications

•  3 billion API requests / day


Facebook becomes a juggernaut


Crowds help companies build better widgets

• 1 year = 70,000 ideas • 60 products launched • 100,000+ comments

• 12,000+ ideas generated • 325+ ideas implemented • 660,000+ votes for ideas


Social media drives revenue

Dell: > $7MM in direct revenue from Twitter

Online reviews drive 15,000 additional product sales in first year


Social campaigns drive engagement

Plant a seed for a “blog hunt”

And people find their way “home”

Clues are revealed…

Users visit different blogs

Prizes and rewards for winners, traffic for bloggers

• 2.5MM views on blogs • HUGE rise in Alexa ranking


Social media drives leads

Lead generation nearly DOUBLES for SMB


It’s moving beyond competitive advantage

80% of companies surveyed will use blogs, Twitter, customer reviews and Facebook by the end of 2010


The promised land has a few mines


Social media is an evolved ecosystem


I know…I’ll just sign up for


The digital ecosystem

Social news

Discussion forums

Collaborative production

Social networks

Microblogs Social bookmarking

Location

Blogs

Your Web site

Photos

Video

Multiple destinations and Shared information

Your Brand is

distributed


Social media is a critical step


A four-step program


1.  Goals: Set your goals

2.  Strategy: Devise a plan

3.  Execution: Make it operational

4.  Evolution: Measure, refine, repeat.


“If you don’t know where you’re going, you’ll probably end up somewhere else.”

– Les Brown


Step 1: Set your goals


Goals come in a few flavors

Money

Reputation

Ideas

Awareness


Don’t confuse goals for strategy


“All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”

– Sun Tzu, The Art of War


Step 2: Devise a strategy


A social media strategy framework

•  Listen

•  Talk

•  Engage

•  Embrace

Increasing level of engagement and trust

No relationship

Deeper relationship

See also: Groundswell (Li & Bernoff, 2009)


Listen: What are people saying about you

Twitter search

Facebook wall posts


Talk: Communicate with people

Blog article

Response in comments from company


Engage: Forge deeper connections

…and engages

An angry customer tweets

Head of North American customer support listens…


Embrace: Let your customers change you

Starbucks builds a community platform

Customers engage

Starbucks listens and takes action


“Strategy without tactics is the slowest route to victory.”

– Sun Tzu


Step 3: Make it operational


I can’t do it, Captain! The social media engineering team is offline!!

Scotty, I need a viral video in 3 minutes or we’re all dead!


Build your social media team


How deep is this pool, anyway?


Don’t forget to keep winding.

Social media initiatives


“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

– Charles Darwin


Step 4: Evolution


Measure. Refine. Repeat.


The laws of business physics still apply


Choose metrics carefully

•  Web site traffic

•  Brand awareness

•  Engagement with prospects

•  Engagement with customers

•  Brand reputation

•  Prospect lead quality

•  Revenue

•  Prospect lead volume

•  Useful product feedback


How to assess impact


Summary


Experience Design


Integrated Strategy

and Design





about yourself


Social media in four steps

1.  Goals: Set your goals

2.  Strategy: Devise a plan

3.  Execution: Make it operational

4.  Evolution: Measure, refine, repeat.


So what’s next for you?