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BUILDING SOCIAL MEDIA MARKETING STRATEGY

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					       BUILDING SOCIAL MEDIA MARKETING STRATEGY



1. NEW RULES OF MARKETING

2. WEBSITES

3. BLOGS

4. SOCIAL AND BUSINESS NETWORKS

5. MICROBLOGS

6. BUILDING YOUR BESPOKE STRATEGY
                                                           NEW RULES OF MARKETING



Old Rules                                          New Rules

     Broadcast marketing (shouting the loudest)        Conversation (listening the hardest)
     Competitiveness                                   Collaboration
     Secrecy                                           Transparency
     Embellishment                                     Authenticity
     Intrusion                                         Permission-based
     Them and us                                       Community
     Big brand dominance                               Niche brands
     Marketeers                                        Business developers
                                                           BASIC STRATEGY QUESTIONS


Putting the Cart (Activity) before the Horse (Strategy)



When the Atlantic Telegraph opened for business in 1856, Oscar Wilde was asked what he thought of this `
amazing media innovation. He replied “It depends whether they have something interesting to talk about”.



Basic Strategy Questions to ask BEFORE you dive in?



  o WHO DO I WANT TO COMMUNICATE WITH?
  o HOW DO I WANT TO COME ACROSS?
  o WHAT DO I WANT TO ACHIEVE (MY DESIRED RESPONSE FROM EACH OF MY TARGET GROUPS)?
  o WHAT RESOURCES DO I HAVE?
                 BUILDING AN ONLINE MARKETING STRATEGY – THE BUILDING BLOCKS



1995
1. WEBSITE    Static               Company Brochure to Full Sales Platform


1998
2. BLOG       Dynamic              Personality, Thought Leadership, Engagement, Debate, Feedback,
                                   Transparency - Topical, Immediate, Proactive & Reactive

2004
3. NETWORKS Interactive (Closed)   Invite, Share, Network, Club Together, Shared Interests, Engage,
                                   Comment, Survey

2008
4. TWITTER    Interactive (Open)   Share, Follow, Retweet, Network, Engage, Express, Converse,
                                   Promote (call to action)
                                                         BUILDING AN ONLINE STRATEGY - WEBSITES




 World Wide Web conceived in 1990 by Sir Tim Berners Lee working at CERN.

 Properly launched around 1995.

 Initially little more that a library (with few having the ability to add content).

 Business websites started as little more than online brochures (and in many cases have stayed this way).

 Modern application:
    o Primary sales platform
    o Booking engine
    o Newsletters
    o Newsfeeds
    o RSS subscriptions
    o Podcasts
    o Diaries/Events
    o Promotions
                                                                             BUILDING AN ONLINE STRATEGY - WEBSITES

                                SEO, SEM, Advertising, Adwords, etc

1995
  1.YOUR WEBSITE                                Links                           WEBSITES GENERAL
 (Primary Sales Platform,
                                                                                                                      INFLUENCERS
                                                                                                    Share/P2P     (Customers, Heretics,
      Foundation)
                                                                                                   Endorsement       Ambassadors,
                                                                                                      Swirl       Industry, Employees,
                                                                                                                  Stakeholders, Media)
                            Tangible Results: SALES, Subscribers, Hits, PR
                                                      BUILDING AN ONLINE STRATEGY - BLOGS




 First business blog appeared in 1998

 Personality, Thought Leadership, Engagement, Debate, Feedback, Transparancy

 38% Fortune 500 companies now Blog

 364 million people read blogs

 95% of the top 100 newspapers have reporter blogs

 37% of bloggers have been quoted in traditional media

 1 million blog posts are written every day

 80% of bloggers write product/brand reviews

 74% of bloggers are college graduates / 44% are parents

 84% of bloggers comment on others’ blogs

 64% of bloggers use social networking sites, 41% are on Twitter
                                                                                   BUILDING AN ONLINE STRATEGY - BLOGS

                                   SEO, SEM, Advertising, Adwords, etc
1995
  1.YOUR WEBSITE
                                                   Links                           WEBSITES GENERAL
 (Primary Sales Platform
      Foundation)                                                                                      Share/P2P         INFLUENCERS
                                                                                                      Endorsement    (Customers, Heretics,
                                                                                                         Swirl          Ambassadors,
                                                                                                                     Industry, Employees,
                               Tangible Results: SALES, Subscribers, Hits, PR                                        Stakeholders, Media)




1998                                                                               THE BLOGOSPHERE
    2.YOUR BLOG                  Expertise, Interest, Bloglinks, Comments
  (Personality, thought                                                                                Share/P2P
                                                                                                      Endorsement
                                                                                                                         INFLUENCERS
leadership, engagement,
  debate, transparency,                                                                                  Swirl
       feedback)
                           Subscriptions, Bloglinks, Feedback, Reviews, Weblinks
              BUILDING AN ONLINE STRATEGY – SOCIAL AND BUSINESS NETWORKS




 Facebook was launched in 2004 and now has over 300million users

 Club/Shared Interests, Invite, Share, Network, Engage, Comment

 Facebook grew over 85% in 2008

 Less than 20% Facebook users are under 18

 Fastest growing age group of Facebook is 35+

 Facebook has an average of 11.86 million UK visitors a day

 Average Facebook minutes per user per month is 356.1

 LinkedIn has over 30million users

 LinkedIn grew 153% in 2008

 269% increase in monthly UK visitors to LinkedIn in 2009

 MySpace – 110 million community (1st in 2004) - BEBO – 40 million community (14-24 year-olds)
                              BUILDING AN ONLINE STRATEGY – SOCIAL AND BUSIENSS NETWORKS

                                 SEO, SEM, Advertising, Adwords, etc
1995
1.YOUR WEBSITE
    (Primary Sales
                                                 Links                           WEBSITES GENERAL                   INFLUENCERS
                                                                                                      Share/P2P    (Customers, Heretics,
Platform/Foundation)
                                                                                                     Endorsement      Ambassadors,
                                                                                                        Swirl      Industry, Employees,
                                                                                                                   Stakeholders, Media)
                             Tangible Results: SALES, Subscribers, Hits, PR



1998                                                                             THE BLOGOSPHERE
   2.YOUR BLOG                 Expertise, Interest, Bloglinks, Comments
 (Personality, thought                                                                                Share/P2P
                                                                                                     Endorsement
                                                                                                                    INFLUENCERS
       leadership,
engagement, debate,                                                                                     Swirl
     transparency,       Subscriptions, Bloglinks, Feedback, Reviews, Weblinks
        feedback)




2004                                                                             SOCIAL & BUSINESS
 3.SOCIAL & BIZ                                                                     NETWORKS
                                   Groups, Fan Pages, Q & A, Events                                   Share/P2P     INFLUENCERS
   NETWORKS                                                                                          Endorsement
       *Closed
                                                                                                        Swirl
 (Facebook, LinkedIn,       Fans, Weblinks, Recommendations, Attendees
      Plaxo, etc)
                                                  BUILDING AN ONLINE STRATEGY - MICROBLOG




 Twitter was launched in 2008

 Share, Follow, Retweet, Network, Engage, Express, Converse, PROMOTE

 It is an OPEN network / micro-blogging site

 Micro-blog using updates of no more than 140 characters

 In theory, all updates are responses to the question ‘What are you doing?’

 Twitter grew 752% in 2008

 1784% increase in average monthly UK visitors to Twitter in 2009

 80% of Tweeters are over 35
                                                                      BUILDING AN ONLINE STRATEGY - MICROBLOG
1995                                SEO, SEM, Advertising, Adwords, etc
  1.YOUR WEBSITE
 (Primary Sales Platform,                           Links                           WEBSITES GENERAL
                                                                                                            INFLUENCERS
      Foundation)                                                                                          (Customers, Heretics,
                                                                                                          Ambassadors, Industry,
                                                                                                         Employees, Stakeholders,
                                Tangible Results: SALES, Subscribers, Hits, PR                                   Media)


1998                                                                                THE BLOGOSPHERE
    2. YOUR BLOG                  Expertise, Interest, Bloglinks, Comments
  (Personality, thought                                                                                     INFLUENCERS
leadership, engagement,
  debate, transparency,
        feedback)           Subscriptions, Bloglinks, Feedback, Reviews, Weblinks



2008                                                                                WORLD OF TWITTER
        4.YOUR                  Follow, Retweet, Learn, Survey, Promotions

    MICROBLOG                                                                                               INFLUENCERS
         *Open
        (Twitter)            Followers, Retweets, Weblinks, Reviews, Feedback



2004                                                                                SOCIAL & BUSINESS
   3.SOCIAL & BIZ                     Groups, Fan Pages, Q & A, Events                 NETWORKS
       NETWORKS                                                                                             INFLUENCERS
        *Closed
  (Facebook, LinkedIn,         Fans, Weblinks, Recommendations, Attendees
       Plaxo, etc)
                                   BUILDING AN ONLINE MARKETING STRATEGY – RECAP



1995
1. WEBSITE    Static               Company Brochure to Full Sales Platform


1998
2. BLOG       Dynamic              Personality, Thought Leadership, Engagement, Debate, Feedback,
                                   Transparency - Topical, Immediate, Proactive & Reactive

2004
3. NETWORKS Interactive (Closed)   Invite, Share, Network, Club Together, Shared Interests, Engage,
                                   Comment, Survey

2008
4. TWITTER    Interactive (Open)   Share, Follow, Retweet, Network, Engage, Express, Converse,
                                   Promote (call to action)
                        BUILDING YOUR OWN STRATEGY – 1. ESTABLISHING INFLUENCERS




Who do I want to communicate with?        What is my desired response from them?


Customers – Existing                      Sales, Feedback, Referrals, Recommendations, Goodwill

Customers – Potential                     Interest, Conversion, Dialogue, Sales

Heretics                                  Conversion, Understanding, Dialogue

Ambassadors                               Referrals, Introductions, Endorsement

Industry                                  Collaboration, Partnership, Kudos, Reputation

Employees                                 Recruitment, Retention, Interest, Engagement

Stakeholders                              Goodwill, Pride, Dialogue, Understanding, Crisis Management

Media                                     Coverage, Product Review, Reputation, Awareness, Acknowledgement
            BUILDING YOUR OWN STRATEGY – 2. ESTABLISHING INFLUENCER PERSONAS


                        Buyer Personas
                        What are they like, what else do they do, what do they read, what are their hobbies, who are
                        their friends, what are their motivations, what are their needs/issues?


Customers – Existing


Customers – Potential


Heretics


Ambassadors


Industry


Employees


Stakeholders


Media
              BUILDING YOUR OWN STRATEGY – 3. TARGETING INFLUENCER PERSONAS


EXAMPLE 1 – Brand X / Buyer Persona Y /Desired Response Z

Target Audience
(Buyer Personas)
Who do you want to
communicate with?
Message
How do I want to come across?


Desired Response
What do I want to achieve?


Platform/s



Online Flow



Resources
What resources do I have?

				
Sergio Fernandes Sergio Fernandes
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