marketingsherpa's creating a social marketing architecture
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How to Build A Bridge Between Social Marketing Strategies and Social Media Platforms
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Constructing Your Social Marketing Architecture
Jeanne Hopkins Sergio Balegno Jen DoyleDirector of Marketing Research Director Research AnalystHubSpot MarketingSherpa MarketingSherpa@JeanneHopkins @SergioBalegno @JenLDoyle
The State of Social Media Marketing
A Practical Method for Mapping Your Social Marketing Strategy
Social Marketing Architecture to Bridge Strategies and Platforms
Case Study on Integrating Social Marketing with Other Tactics
Research based on MarketingSherpa’s2010 Social Media Marketing Benchmark Report
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Constructing Your Social Marketing Architecture
The State of Social Marketing
Social Marketing Benchmark Study – what we found
Social media has created new world of marketing opportunities. But marketers are exploring new terrain without a compass
Captivated by hype and ease of implementing social sites
Ignoring proven practices, launching without a plan/purpose
Thinking tactically rather than strategically about objectives
Momentous change in the use of social media is taking place
Social marketing is maturing – methodologies are emerging
ROAD Map – Research1. What do we Need to Know?
Gather intelligence on audiences, social use and competition Monitor dialog, social behavior and
platform preferences
Profile target audiences by social characteristics – silent majority / vocal minority / social authority
Benchmark quantitative and qualitative social metrics
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ROAD Map – Objectives2. Where Are we Going?
Define objectives aligned with target audiences and metrics Segment, prioritize and select target
audiences
Focus on hard, measureable and targeted objectives to win support
Align objectives with metrics traceable to ROI, rather than qualitative measures
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ROAD Map – Actions3. How do we Get There From Here?
Create a social marketing strategy with a tactical plan of action Roles, policies, procedures
Campaign tactics and timetables to execute strategy
Integrate social media with other tactics in the marketing mix
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ROAD Map – Devices4. What Tools do we Need?
Roll out platforms that fit tactical plan and social architecture Platform agnostic to this point –
so strategy will outlive technology Construct a social marketing
architecture to connect audiences with content, landing pages and conversion points
Roll out platforms sequentially
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Deploying Social Platforms
Which platforms does your organization use for social marketing?
Focus on “fast and easy” rather than tactical fit and effectiveness
Many organizations deploy social platforms with no plan or purpose
22%
32%
41%
63%
64%
71%
90%
Company branded or managed wiki(s)
Social bookmarking sites (Digg, Delicious, etc.)
User forums or discussion groups
Multimedia content sharing sites (YouTube, Flickr, Slideshare, etc.)
Company branded or managed blog(s)
Microblogs (Twitter, Jaiku, etc.)
Professional or social networks (LinkedIn, Facebook, etc.)
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
No Purpose. No Architecture. No Results.AKA – Random Acts of Social Marketing
Constructing a Social Marketing Architecture
Target audiences are prospects and customers for Cisco collaboration solutions
Each platform added to the architecture must have a clear and manageable purpose
Multi-directional channels connect audiences with content, landing pages and conversion points
Collaboration Solutions Website
Hub of the marketing strategy for collaboration solutions
Periodically updated content with marketing information on solutions, services, news, etc.
Primary point of conversion – registration forms, etc.
Collaboration Solutions Blog
Hub of social marketing strategy for collaboration solutions
Frequently updated and shareable content and commentary relevant to collaboration solutions
Search engine optimization factors increase live and universal SERPs
Collaboration Solutions Community
Users “join conversations and share best practices in collaboration.”
Technically-oriented discussions, tools, opinions and member-only events
Adds value through customer service and product development
Collaboration Solutions on Twitter
Share 140 character tweets with “followers” for quick engagement
Searchable by brand (#cisco) or solution (#collaboration) hashtags
Adds value to relationship by connecting customers and prospects to relevant content
Collaboration Solutions on Facebook
Building a community of users and “fans” for Cisco Collaboration Solutions
Fans engaged by sharing commentary and opinions to posts
Posts drive traffic to content on other Cisco social platforms and website
Collaboration Solutions on YouTube
Videos are “most engaging” and entertaining media
YouTube is searchable video content sharing site
Links and drives traffic to and from other social platforms and website
Cisco Pics on Flickr
Photos are “most used” type of online multi-media
Flickr is searchable image sharing site
Links and drives traffic to and from other social platforms and website
Collaboration Blog RSS Feed
RSS a tool to “broadcast” content to subscribers
Links and drives traffic to source of feed and other social sites and website
Example of strategy outliving technology –being replaced by Twitter alerts and other social site notifications
Social Marketing Architecture Constructed
Hub sites (website and blog) for original content and linking users to social platforms for engagement
Social platforms building relationships and driving traffic back to hub sites for conversion
Clear objectives and the channels for achieving them
Integrating Social Media With Other Tactics
Does your organization integrate social media with other marketing tactics?
83% integrating with other online tactics
The reason – ease and effectiveness of social media integration
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Yes, integrated with ONLINE and OFFLINE
tactics52%
Yes, but integrated
with ONLINE tactics only
31%
No, we don't integrate with
other marketing
tactics16%
Yes, but we integrate with
OFFLINE tactics only1%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
The Payoff of Integration - Effectiveness
How effective is social media integration with other tactics you use?
Integration with online tactics prevalent because easily accomplished: link
Online integration also enables tracking from initial engagement to conversion
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10%
12%
12%
14%
15%
32%
32%
33%
39%
58%
39%
57%
58%
62%
60%
54%
61%
56%
33%
49%
31%
28%
23%
8%
14%
6%
4%
Print ads (newspaper / magazine)
Broadcast ads (radio / TV)
Paid search (PPC)
Direct mail
Online display ads
Public relations
Search engine optimization (SEO)
Website
Very effective Somewhat effective Not effective
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
MarketingSherpa Case Study: Integrating Website, Search and Social Tactics
Caturano and Company
One of New England’s largest accounting and IT consulting firms
Marketing objective to increase client base during recessionary economy
Situation Analysis
Traditional outbound marketing methods more expensive / less effective
Growing number of prospective clients are using the web, search and social media to find and assess professional firms
Challenge to transition from traditional marketing to integrated inbound marketing strategy
Campaign Tactic – Website Marketing
Website redesigned as the content hub and conversion point
Recruited partners as subject matter experts and thought-leaders to create relevant content
Added lead conversion capabilities by requiring registration for content
Campaign Tactic – Search Marketing
Optimized website for keywords in copy, titles, metatags and other SEO elements.
Created a partner program to build links
Posted thought-leader articles on blogs creating search engine desirable content, links and listings
Campaign Tactic – Social Marketing
Joined and actively participated in LinkedIn discussion groups on topics of client interest
Facebook brand page building community of “fans” (clients / prospects)
LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points
Results
68% increase in unique website visitors
First page SERPs for 25 targeted keywords
10-15 new leadsconverted per month
Significant % website traffic from social sites
Lessons Learned
Social media has created a new world of marketing opportunities but many are exploring this new terrain without a compass.
You need a practical, step-by-step method for mapping an effective social media strategy – Social Marketing ROAD Map
You need to build a bridge between social marketing strategies and social media platforms