1. Social Marketing ROAD MapA Practical Method for Mapping Your Social Marketing Strategy Harvard University | April 29, 2010

3. Two-dimensional Approach to Social Marketing Success

4. Exercise: Where You Are on the ROAD to Social Marketing Maturity

5. Mapping Your Social Marketing Strategy – ROAD Map Method

6. Case Study: Integrating Website, Search and Social Media Tactics

7. Constructing Your Social Marketing ArchitectureSergio BalegnoResearch Director, MarketingSherpa Lead Author, 2010 Social Media Marketing Benchmark Report@SergioBalegno

8. Introduction: The State of Social Media Marketing

10. Ignoring proven practices, launching without a plan/purpose

11. Thinking tactically rather than strategically about objectives

12. Momentous change in the use of social media for marketing purposes

14. Exercise: Where You Are on The ROAD to Social Marketing Maturity

15. How Far Has Your Organization Traveled Down the ROAD to Social Marketing Maturity?

17. 33% no process, platform-centric

18. 40% informal process, randomly performed

19. 23% formal process, routinely performed

21. Strategic phase focus shifts to Research, Objectives and Actions

24. Monitor dialog, social behavior and platform preferences

25. Profile target audiences by social characteristics – silent majority / vocal minority / social authority

27. Most monitor easily quantifiable metrics

30. “Free tools” now loaded with features but…

32. Joins but rarely participates

33. Reads/watches/listens to UGC

34. Low level social influence

35. Vocal Minority

36. Joins and actively participates

37. Shares UGC and commentary

38. Medium social influence

39. Social Authority

40. Builds/moderates communities

41. Creates and aggregates UGC

44. Target high-influence audience segments

45. Align objectives with the audience segments

47. Web site is the hub of the marketing strategy – so traffic most targeted and measured objective

50. Roles, policies, procedures

51. Campaign tactics, resources and timetables

53. Blogger relations is most effective but requires most effort – low usage

55. 83% integrating with other online tactics

57. Integration with online easier than with offline

60. One of New England’s largest accounting and IT consulting firms

62. Growing number of prospective clients are using the web, search and social media to find and assess firms

64. Recruited partners as subject matter experts and thought-leaders to create relevant content

66. Created a partner program to build links

68. Facebook brand page to build community of “fans” (clients and prospects)

70. First page SERPs for 25 targeted keywords

71. 10-15 new leads converted per month

73. Platform agnostic to this point - so strategy will outlive technology

74. Construct architecture to connect audiences with content, landing pages and conversion points

76. Last step – ID, assess and select the platforms

78. No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing

80. Platforms selected based on social objectives for the audience and their behaviors

82. Occasionally updated content with marketing information on solutions / products / services

84. Frequently updated and shareable content and commentary relevant to collaboration

86. Technically-oriented discussions, tools, opinions and member-only events

88. Searchable by brand (#cisco) or solution (#collaboration) hashtags

90. Fans engaged by sharing commentary and opinions to posts

92. YouTube is searchable video content sharing site

94. Flickr is searchable photo content sharing site

96. Links and drives traffic to source of feed and other social sites and website

98. Feeder sites building relationships and driving traffic to back hub sites for conversion

101. Geeknick Blog repurposes existing content from the Cisco blog

103. What are your content and conversion hub sites?

105. The level of social marketing maturity determines how effective an organization’s social marketing programs will be.

106. You need a practical, step-by-step method for mapping an effective social marketing strategy. Thank you Sergio Balegno, Research Director, MarketingSherpa @SergioBalegno