jumpstart strategy guide

Consumer behavior and social brands

JumpStart Social Media

Strategy Leveraging the

Social Media Effect

Learning Objectives 1.) Identify how social me-dia has changed consumer behaviour 2.) Learn how to institute a Listening Program 3.) Understand how social media can be used to achieve business objec-tives 4.) See how brand market-ers are using social media as part of their marketing strategy

Key Takeaways 1.) Consumers have em-braced social media and the Social Media Effect is im-pacting every activity and perception. 2.) Brands must start listen-ing to understand their mar-kets. 3.) Social media can be used to achieve specific, tangible business goals. 4.) Brand marketers are

using social media as a pow-

erful new part of their mar-

keting strategies.

© Digital Chameleon +61 2 9997 4417 or [email protected] or visit www.digitalchameleon.net

Building a social brand “Marketing is

no longer about the

stuff you sell, but

the story you tell.”

Seth Godin

Time spent in social is growing at 3 times the overall internet rate, accounting for more than 10 per-cent of all internet time. Why is social media important? Because it is taking time away from our other activities. Social is now more pop-ular than almost any other online activity. That means that other website visits and other media and offline activity is being sacrificed for social time.

In the social media universe, a single tweet or Facebook update can be like a pebble that sets off an avalanche. That’s one of the things that makes it so exciting and scary and it’s called the “Social Media Effect”.

A social media strategy requires more than just a Facebook page. It is about coordinating our existing brand efforts, the content we will create to support our social brand, the social media platforms that are appropriate for our strategy and the tools and technology we'll need to know about in order to manage and fine tune our social branding efforts.

What we are going to be measuring in social media is what we can hear. So let’s start by listening. By listening we can: find your influencers and advo-cates, help develop new products, support customer service,

Conduct research, invite general feed-back, grow industry share of voice and check brand sentiment.

Start listening

Strategy Leveraging the Social Media Effect


Where do we go to start listen-ing? Blogs, wikis, forums, social channels for sharing music, video, photos, business networks, collab-oration, crowdsourcing, reviews and ratings, social bookmarks-- and now location based services-- are all places where we can go to listen for talk about our brand.

Business objectives

As we put together our social media brand strategy, let's look at ways that it can help us achieve real busi-ness goals. After all, we'll want a return on investment! There are lots of things we can try to do with social media, but how realistic are these goals?


Strategy Leveraging the

Social Media Effect

In this module’s virtual reality game, you are the new Social Media Manager and you already have your first emergency to deal with— uncovering what so-cial sites your brand is on and what it is doing on them! Remember: all submissions are en-tered into the draw for a prize!

Play the Strategy game!

JumpStart Strategy module includes: Consumer Behaviour mini-quiz Building a Social Brand mini-quiz Social Media ROI mini-quiz Strategy Game Resource Bank Glossary

Have you reviewed the major brand case studies in the showcase?

Case Study Showcase

This module’s Ning Learning Missions include:

• Social Media Counter

• TweetPysch

• Social Media Value

• Brand adoption (Tip Gloria, Social Media Strategist)

• Perspective from a Social Community Manager

(Leanne Philpott, Community Manager)

• Two great social media campaigns

(Tip Gloria, Social Media Strategist)

Guest expert topics in this module


Strategy Leveraging the Social Media Effect

Term Definition

Authenticity In social media, authenticity is the word used to describe "real" people behind blog posts and other social profiles that can develop an authentic voice with readers and followers.

Brand Profile An authentic page or profile that allows consumers to make a connection or be-come a friend/fan of the brand. (Advertiser Profile - MySpace) (Fan Page - Face-book)

Conversation Monitoring Monitoring of specific terms, brands and sentiments occurring in online conver-sation(s) across various social platforms.

Downstream The elements of social media that can be managed (i.e. social media platforms, blogs, etc), as opposed to upstream, which represents stakeholder comments and perceptions that must be managed.

Impact Connection of social media efforts tied back to sales data

ROE Return On Engagement

Share of Conversation Share of voice is the percentage of total conversation about a brand or topic

Share of Voice A "share of voice" is a brand's or group of brands' advertising weight or buzz ex-pressed as a percentage of a defined total market or market segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pag-es, poster sites, buzz etc.

SMO Social Media Optimisation

Social Community A community built for social interaction - either by a group of like-minded people, a brand and its loyalists/or non-loyalists, or between a brand enthusiast/detractor and community of shared interests.

Social Consumers People that interact, view, engage and share in social platforms.

Social Equity Refers to the level of influence or status accrued to a social consumer or brand in their respective social media platforms.

Social Graph An individual social consumer's depth, breadth and quality of connections.

Social Network A online community of people (friends, family, co-workers, etc.) who share inter-ests and/or activities, with the purpose of connecting with one another and/or exploring the interests and activities of others.

jumpstart strategy guide

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