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The term ‘Social Media’ is backward. ‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization. Focus on meaningful marketing that provides value in the message itself. Use humanization and transparency to affect how the product is perceived by customers and prospects. DIGITAL AND SOCIAL MARKETING STRATEGY AND SOLUTIONS Strategic planning, development and program review community development management Build new or support existing community engagement programs Blogger, new media relations influencer outreach Identify and engage influential online groups and individuals to promote products and services to grow brands sales
SOCIAL MEDIA AND THE 7 STEPS OF BUILDING A NEW MEDIA STRATEGY OLD MARKETING MODEL Target the Audience and use interruptive techniques to convince. It was like archery or darts. Messages were product-focused with little regard to providing value beyond the intrinsic value of the product. Use human engagement and dialogue to drive customer preference and loyalty. It’s more like tennis. Focus on meaningful marketing that provides value in the message itself. NEW MARKETING MODEL MEDIA-ENABLED SOCIALIZATION AKA SOCIAL MEDIA The term ‘Social Media’ is backward. ‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization. Focus on meaningful marketing that provides value in the message itself. Use humanization and transparency to affect how the product is perceived by customers and prospects. SOCIAL MEDIA ISN’T ABOUT TWITTER, FACEBOOK, BUZZ AND YELP! Worry about the tools last, not first. The tools are constantly changing, so don’t hang your hat on any particular one. STEP 1 WHAT’S YOUR PITCH? WHAT DO YOU DO? WHAT DO YOU DO? The elevator pitch is dead. Now you must say it in 140 characters or less and still have room for a URL. STEP 2 WHAT’S THE POINT? PICK ONE. WHAT IS THE POINT OF THIS INITIATIVE IS IT AWARENESS? SALES? CUSTOMER LOYALTY? STEP 3 WHAT IS YOUR CURRENT RELATIONSHIP WITH YOUR AUDIENCE? [...]...WHAT DOES THE TARGET AUDIENCE KNOW ABOUT YOUR PRODUCT? NOTHING AWARE, NO ACTION SINGLE ACTION ADVOCATES REPEATED ACTIONS / ENTHUSIASTS EVANGELISTS PICK TWO PROFILES ADJACENT TO EACH OTHER IN THE SPECTRUM NOTHING AWARE, NO ACTION SINGLE ACTION ADVOCATES REPEATED ACTIONS / ENTHUSIASTS EVANGELISTS STEP 4 HOW DO YOUR CUSTOMERS AND PROSPECTS USE SOCIAL MEDIA? ONLINE ADULT PROPENSITY to use social media. .. business making / adoption decisions MAP DEMOGRAPHIC INFORMATION TO SOCIAL MEDIA USAGE SELECT 1 TO 3 PROFILES STEP 5 WHAT’S YOUR ONE THING? BROCHURE COPY FILLED WITH • • • • bullet points about features and benefits Carefully crafted explanatory sidebars and RAKE WO C O T EDIA SP S ONIAL M E OH E S C DN T I SOCIAL MEDIA IS CENTERED AROUND PASSION: BOTH YOURS AND YOUR CUSTOMERS’ Focus on your ONE THING and. .. ABOUT IT ON THEIR FACEBOOK WALL? HUB AND SPOKES MODEL All outreach elements, digital and traditional, lead back to the center of your strategy – your website; the digital embodiment of your brand SOMETIMES YOU ONE SILOANOTHER WEBSITE NEED ESPECIALLY IF YOUR PRODUCT IS IN AN OTHERWISE WIDELY DIVERSIFIED COMPANY PORTFOLIO COACH WEBSITE www.coach.com POPPY by COACH PRODUCT WEBSITE www.coach.com/poppy-us... Friends, Fans Social Mentions Share of Voice Connectivity within Sales Funnel IF YOUR POINT IS LOYALTY THEN WHAT MATTERS IS: Time Spent on Site Repeat Visits Content Acceptance Followers, Friends, Fans Repeat Social Mentions Share of Voice Recommendations and Reviews Social Connectivity Among Customers Customer Service Metrics Net Promoter Score NOW WE CAN THINK ABOUT THE TOOLS WHAT IF… YOUR AD CAMPAIGN... FOCUSING ON THE HUMAN FACTOR STEP 7 IDENTIFY SUCCESS BEFORE YOU MEASURE SUCCESS, KNOW WHAT IT WILL LOOK LIKE WHEN YOU SEE IT IF YOUR POINT IS AWARENESS THEN WHAT MATTERS IS: Web Traffic Web Traffic Referrals Search Volume Trends Followers, Friends, Fans Social Mentions Share of Voice IF YOUR POINT IS SALES THEN WHAT MATTERS IS: Web Traffic Time Spent on Site Bounce Rate Repeat Visits Content Acceptance Followers,... www.coach.com/poppy-us SOMETIMES THE ‘MOTHER’ BRAND IT MAKES SENSE TO KEEP IT FAMILIAL WITH GENERAL ELECTRIC WEBSITE www.ge.com GE ‘WHAT’S YOUR LIGHTING STYLE?’ PRODUCT SITE www.whatsyourlightingstyle.com SOMETIMES IT MAKES SENSE TO LEAVE THE NEST A LITTLE CREATE SATELLITEPROSPECTS IN THE PLACES THAT THEY LIVE OUTPOSTS TO INTERACT WITH CUSTOMERS & CAPABILITIES: FULL SERVICE DIGITAL AND TRADITIONAL DESIGN & DEVELOPMENT... your initiative around it APPLE GOOGLE NORDSTROM’S STARBUCKS NIKE INNOVATION ACCESS TO INFORMATION CUSTOMER SERVICE GREAT COFFEE SPORTS HEINZ: IT’S NOT ABOUT KETCHUP, IT’S ABOUT WHERE KETCHUP COMES FROM CASE STUDY IN FOCUSING ON ONE THING STEP 6 HOW WILL YOU BE HUMAN? IT’S ABOUT PEOPLE, NOT LOGOS Don’t think Listen, observe and react authentically Make your customer the star of the show CASE STUDY... MOTIVATED PROSPECTS TO FOLLOW YOUR TWITTER UPDATES WHICH MOTIVATED THEM TO INSTALL YOUR IPHONE APP WHICH ENTERTAINED THEM ENOUGH TO VISIT YOUR WEBSITE WHERE THEY SIGNED UP FOR YOUR EMAIL NEWSLETTERS IN WHICH YOU PROMOTED YOUR BLOG THAT CAPTURED DIRECT MAIL OPT-INS WHICH INCLUDED YOUR CUSTOM MAGAZINE THAT ENTICED THE READERS TO NOT ONLY BUY YOUR BRAND, BUT LOVE IT ENOUGH TO YELP! IT AND WRITE ABOUT... INTERACT WITH CUSTOMERS & CAPABILITIES: FULL SERVICE DIGITAL AND TRADITIONAL DESIGN & DEVELOPMENT Website design and development Web application and data gathering backend design, development and management Print collateral design and development Interactive design, development and deployment Full scale metrics reporting