social media strategy presentation to vistage
DESCRIPTION
Presentation of "A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media." The focus is to use knowledge, data, and strategy to increase the ROI on Social Media.TRANSCRIPT
Creative Logic Marketing Services
Social Media
A Strategic Approach To Understanding and Managing the
Opportunities and Complexities of Social Media
An Exclusive Presentation to Vistage Members
Meeting Objective
Social Media Graphic
Agenda
1. Framework2. Background3. Maximize ROI4. Decision Tools
Agenda
1. Framework2. Background3. Maximize ROI4. Decision Tools
Framework
Return on Investment– $$$– Man hours– Training– Culture shift– Learning curve
Key Takeaway: Consider the total investment.
Rewards From Social Media
Ideal but Unrealistic
Dead Zone
Social Media Strategic Investing Control Map
Investment
Time
ROI
1 Object e.g. Facebook
Multiple objects
Add blogging, casual activity & listening
Add consistent activity and participation
Add creating and thought leadership
Key: Area = Opportunity
Agenda
1. Framework2. Background3. Maximize ROI4. Decision Tools
Background: Characteristics
Characteristics of Social Media• Community based• Conversations/not selling• Transparency• Self-selecting• Self-policing/rules of conduct
“Stop Talking About Yourself, Start Talking as Yourself” - Dan Zarrella
“If you nothing interesting to say now, you will have nothing interesting to say in social media.”
“Marketing suicide” is 100,000 Facebook fans that you ignore.
Background: Characteristics
Characteristics of Social Media – cont’d
Trust Agent – Chris BroganOne person who humanizes the business and becomes the go-to-person for doing business.
It’s not about “me” it’s about “you”. Share 12 times more than you create.
Key Takeaway: It’ not about “me.”
Background: Social Media
Examples of Social Media
Key Takeaway: Social Media consists of many options.
Background: Social Objects
Examples of Social Objects
Pictures in FlickrVideos on YouTubeEvents in UpcomingUpdates in FacebookVotes in DiggCheck-in in FourSquareDocs in ScribedReviews in YelpSubject matter in NingPresentations on SlideSharePosts or comments shared as thoughts
Key Takeaway: Social Media consists of many different objects.
Background: Social Objects
Examples from Vistage Blog Posts
Blog this on BloggerSubscribe to the comments for this postShare this on FacebookShare this on FriendFeedPost on Google BuzzStumble upon something good? Share it on StumbleUponShare this on TechnoratiTweet This!Share this on del.icio.usDigg this!Post this on DiigoAdd this to Mister WongShare this on MixxShare this on Redditand more
Example: Social Media Actions
1. 4-5 blog posts per week, minimum, SEO optimized 2. Lots of useful, bite-size downloads and a few big ones (lots of leads) 3. 1-2 webinars every month 4. Twitter by the whole company, pretty much 24/7 for some, SEO
optimized 5. Facebook personality page (insider view of who we are) 6. LinkedIn Group (Cleveland Inbound Marketing Group) 7. Lots of interaction on LinkedIn 8. Lots of interaction on Quora (by me mostly) 9. 1-2 press releases per month, SEO optimized10. E-mail marketing in support of content, webinars11. Microsites for additional SEO support12. Social media monitoring and quick response13. Blog feeds, readers, comments and tweets14. Salesforce automation15. In the mix but not currently - PPC and backlink campaigns
Social Media At An Inbound Marketing Agency
Key Takeaway: Social Media depends on activity
Social Media Management
• Importance of digital skills • Who should manage? • Social Media policy • Monitoring activity
Key Takeaway: There are 4 core elements to Social Media management
Elements of Social Media Management
Digital Skills• Marketing or PR background• Social networking• Blogging and copywriting• Microblogging• Search Engine Marketing (organic or paid)• Web content management• Analytics
Key Takeaway: You may need to acquire digital skills.
Elements of Social Media Management
Management Options• IT• Marketing• PR• HR• SM• Team
Key Takeaway: social media must be managed by someone.
Elements of Social Media Management
Policy options• Formal• Informal• Restrictive• Non-restrictive• Levels of approval• Purpose• Be responsible• Be authentic• Use good judgment• Create re-markable content
Key Takeaway: Policy WILL exist-the question is whether it is by default.
Elements of Social Media Management
Monitoring options• Active• Passive• Informal• Formal
Key Takeaway: Social Media must be managed.
Social Media Complexity
Complex
Key Takeaway: Social Media is Complex
Agenda
1. Framework2. Background3. Maximize ROI4. Decision Tools
ROI Strategy
Key Takeaway: Managing by ROI can reduce complexity.
Business Strategy
Business Strategy
Blue Ocean Strategy• Make Competition Irrelevant– Current Favorable Conditions– Period of adjustment /
opportunity to change the game– New tools of competition– New economics of influence
(smarter thinking/less media)
Key Takeaway: Now is the time to think about making competition irrelevant.
Marketing Strategy
Marketing Strategy
Source: Hubspot
Marketing Strategy
Inbound vs. Outbound
Outbound• Old• Push• Interruptive• Print• TV• Direct Mail• Email
Inbound• New• Pull• Attracting• Getting Found• Content• Social Media• SEO
Key Takeaway: Recognize the momentum shift.
Social Media Strategy
Foundation of Social Media
Key Takeaway: Social Media is part of a multi-faceted program. It works best as part of the whole.
Social Media Marketing Services
Social Media Marketing Services Include:Social networking account creation, maintenance and promotion (via Facebook, Twitter, LinkedIn, etc.)Video and image optimizationOnline reputation managementBrand monitoring and analysisCreation and posting on branded blogsContent syndication and press releasesCustom Facebook applicationsNiche marketing (forums, blogs, social networks, etc.)Localized marketing (directories, review sites, etc.)Wikipedia page creation and marketingContent creation and promotion (Digg, Reddit, StumbleUpon, etc.)Custom widget creationMedia buys (Facebook, LinkedIn, YouTube, blog ads, etc.)Incorporating on-page social media elements to various websites
Key Takeaway: Social Media has many service options.
Social Media Is About People
Key Takeaway: Discover and tell your story
• People Trump Technology• Power of Social Media > counting fans• Power = people connecting with people• Technology is the enabler• Tell your unique story
– Engage– Empathize– Be Authentic
Source: McKinsey Quarterly Article
Social Media Tactics
How to Manage Facebook
Facebook Options• Fan vs. Business Page• Group• Content• Photos• Tabs• Promotions• Monitoring & Response
Recommended• Daily posts• Novelty-Scarcity-Timely• “Help you audience to look cool”
Key Takeaway: Each Social Medium has its own requirements.
Strategic ROI Leverage
Social Media
Leverage
Key Takeaway: Gain Social Media leverage by starting with business strategy.
Agenda
1. Framework2. Background3. Maximize ROI4. Decision Tools
Finding Social Competitive Advantage
You and Your CompetitorsKnowledge/Information
Transparency
Best Practices
Expert Help
Case Studies
Finding Social Competitive Advantage
You and Your Competitors
Competitive Advantage
Knowledge/Information Recognize that it is available
Transparency Analyze activity
Best Practices Use them
Expert Help Know what it is
Case Studies Learn from them
Key Takeaway: Gaining competitive advantage is a management decision.
Social Media Audit
Includes:Full understanding of Social MediaCosts and benefitsStrategic alignmentCulture fitTop-down supportCommitment
Ideal but Unrealistic
Dead Zone
Social Media Strategic Investing Control Map
Investment
Time
ROI
1 Object e.g. Facebook
Multiple objects
Add blogging, casual activity & listening
Add consistent activity and participation
Add creating and thought leadership
Key: Area = Opportunity
Social Media As A CAPEX
• Bottom Line• Replacement or Addition?• Alternatives • Operations• Culture• Demonstration• Research• Useful Life• Repair and Maintenance• UtilityKey Takeaway: Use familiar models to understand Social Media.
Getting Started
1. Conduct your Social Media audit2. Select your trajectory on the social media
strategy control map3. Decide how to manage social media4. Implement the Social Media MDR**Minimum Daily Requirement
Key Takeaway: There are many ways to improve Social Media ROI.
Getting Started - MDR
Social Media MDRTwitter “Twilerts”Google AlertsKloutAlexaGrade Your BlogGrade Your WebsiteView Facebook PagesTrack Influencers
Key Takeaway: Gain awareness with these no-risk tools.
Summary
Strategy
Marketing
Social Media
Tactics/Facebook
Page group content photos tabs promotions monitor respond post daily novelty scarcity
Summary
Strategy
Marketing
Social Media
Tactics/Facebook
Page group content photos tabs promotions monitor respond post daily novelty scarcity
Additional Ideas at metznik.com/blog:
•Social Media Marketing Strategy From Brooks Brothers•The Strategic Value of Social Media as Listening Posts•Why You Should Read The Facebook Marketing Book•The Ultimate Business Strategy Question
Summary
Strategy
Marketing
Social Media
Tactics/Facebook
Page group content photos tabs promotions monitor respond post daily novelty scarcity