looking back, looking forward

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LOOKING BACK, LOOKING FORWARD. DIFFICULT ISSUES WHAT ELSE?. Understand Social Media as Part of the Marketing Communications Mix Understand Social Media from a Strategic Perspective Come to Grips with How Much Work Is Involved Make the Organizational Case for Social Media. - PowerPoint PPT Presentation

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LOOKING BACK, LOOKING FORWARDDecember 2011Mary Lou RobertsDecember 20111DIFFICULT ISSUES WHAT ELSE?Understand Social Media as Part of the Marketing Communications MixUnderstand Social Media from a Strategic PerspectiveCome to Grips with How Much Work Is InvolvedMake the Organizational Case for Social MediaMary Lou RobertsDecember 20112FAR DOWN ON THE HIERARCHY

http://diy-marketing.blogspot.com/2009/04/where-does-social-media-fit.htmlMary Lou RobertsDecember 20113STEPS CANT BE AVOIDEDMary Lou RobertsDecember 20114MY TOP 10+ SMM MYTHSIts Easy.Its Free.Its About Technology.Social Media Reaches Mass Audiences.Marketers Can Talk About Their Products.All Internet Users Will Participate.Management Will Understand the Potential.Well See Results Right Away.Tracking, Measuring is Easy.Well Put It Up and It Will Take Care of Itself.It Will Scale as We Are Successful. Marketing Research Will Guide Us.

Mary Lou RobertsDecember 201154. MASS AUDIENCES IS NOT THE POINTSocial Media/Networks Allow Identification ofGroups \SegmentsNiches /Specialists \Influencers /For Specific, Personalized TargetingDepending on Your Objectives/Target Audience Klout, KredFacebook Ads an Accessible ExampleMary Lou RobertsDecember 201166. ALL INTERNET USERS WILL PARTICIPATE

http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you Mary Lou RobertsDecember 201177. MANAGEMENT WILL UNDERSTAND POTENTIAL

THE ULTIMATE ISSUEMary Lou RobertsDecember 20118NEED TOP MANAGEMENT CHAMPIONGet Small Projects ApprovedHave Strategic ImpactCAN BE TRACKED TO SUCCESS MEASURESSocial Media MetricsKey Performance IndicatorsDemonstrate Return on InvestmentHave a Clear Next Steps Vision

Understand Change Management Process/StrategyMary Lou RobertsDecember 201198. WELL SEE RESULTS RIGHT AWAY

http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/Remember that Overdrive requires a year engagement contract. Mary Lou RobertsDecember 20111010. WELL PUT IT UP; IT WILL TAKE CARE OF ITSELFMust Have Community/Corporate Guidelineshttp://push.pickensplan.com/notes/Community_Guidelines

-- http://www.scribd.com/doc/33461366/Cisco-Social-Media-Policy-Guidelines-and-FAQs Why needed? http://blogs.cisco.com/socialmedia/social-media-%E2%80%93-the-efficacy-of-the-corporate-guide/

-- Unless You, like Matt Johnston, Sit In a Room with the Entire Marketing (and perhaps PR) DepartmentAssign Responsibility and Monitor Consistently

Mary Lou RobertsDecember 20111112. MARKETING RESEARCH WILL GUIDE USMarketing Research Plays a MINIMAL ROLE.

Listening, Responding Produces Insights(Data)?

No MR Until You Have Questions:Cant OBSERVE/Monitor BEHAVIORMust ASK

Behavioral Data Generally More Reliable Than Self-Report

Mary Lou RobertsDecember 201112QUESTIONS? MY TOP 10+ SMM MYTHSIts Easy.Its Free.Its About Technology.Social Media Reaches Mass Audiences.Marketers Can Talk About Their Products.All Internet Users Will Participate.Management Will Understand the Potential.Well See Results Right Away.Tracking, Measuring is Easy.Well Put It Up and It Will Take Care of Itself.It Will Scale as We Are Successful. Marketing Research Will Guide Us.

Mary Lou RobertsDecember 201113

WHAT DOES 2012 HOLD?

Mary Lou RobertsDecember 201114IN A WORDM O B I L E

SO LO MOMary Lou RobertsDecember 201115MOBILE = CONVERGENT TECHNOLOGY

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011?from=ss_embedMary Lou RobertsDecember 201116SEARCH IS OTHER CONVERGENCE ELEMENT

Mary Lou RobertsDecember 201117Razorfish Outlook 2012Other Useful Chaptershttp://dev.realartusa.com/razor/13409/www/download/RazorfishOutlookReportVol10.pdfMULTICHANNEL INTEGRATION IS KEY

Mary Lou RobertsDecember 201118 FORECASTS

Infographic +

Video on Media(consumer & business trends)

http://www.localonlineguy.com/291158/2011/11/14/digital-marketing-trends-2012-%28infographic%29.html

Mary Lou RobertsDecember 201119THE VIDEO

http://www.youtube.com/watch?v=CwTAARorGbkMary Lou RobertsDecember 201120You will help writethe next chapter!Mary Lou RobertsDecember 201121