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Social Media Marketing Blueprint,[object Object],Executive Overview,[object Object],Ytzik Aranov,[object Object],Consulting Advisor,[object Object],Social2B,[object Object],February 2010,[object Object]
Table of Contents,[object Object],What is the Social Web?,[object Object],The New Rules of Social Media Engagement,[object Object],The Social2B Methodology,[object Object],Social2B Value Chain Strategy,[object Object],Q&A,[object Object]
What Is The Social Web,[object Object],An online place where people with a common interest can gather to share thoughts, comments and opinions,[object Object],A new world of unpaid ,[object Object],   media created by ,[object Object],   individuals or ,[object Object],   enterprises on the web,[object Object]
Doing Social Media Right… Then, numbers and opportunity,[object Object],346,000,000	number of people globally who read blogs,[object Object],700,000,000	number of photos added to Facebook monthly,[object Object],273.1 minutestime on average spent watching online video each month,[object Object],55% internet users who have uploaded and shared photos,[object Object],57% internet users who have joined a social network,[object Object],93% Americans online expect companies to have a social media ,[object Object],			presence,[object Object]
Leveraging Social Media Marketing,[object Object],Brand Building,[object Object],Lead Generation,[object Object],Research and Development,[object Object],Product or Service Launch (Media),[object Object],Customer Retention,[object Object],Partner and Channel Communications,[object Object],Thought Leadership,[object Object],Internal Communications,[object Object],Media Relations,[object Object],Crisis Management,[object Object]
Social Media ROI: how do you measure it and compare it?,[object Object],Traditional Measurement:  ,[object Object],Marketing Investment = $30,000,[object Object],# of Leads Generated = 1000,[object Object],Cost per Lead = $30,[object Object],Social Media Measurement:  ,[object Object],Blog Comments + Conversation + LinkedIn x Twitter = Success (quantitative) +,[object Object],Loyalty + Increased Sales + Decreased Returns ,[object Object]
New Rules of Engagement ,[object Object],Old Marketing,[object Object],New Marketing,[object Object],Brand is dialogue,[object Object],Customers determine brand value,[object Object],Group customers by behavior,[object Object],Enterprise + user-generated content,[object Object],Virality based on content,[object Object],Amazon: user reviews,[object Object],Publishers build relationships,[object Object],Bottom-up strategy,[object Object],Information on demand,[object Object],Invest for growth – Measurable ROI,[object Object],One-way communication,[object Object],Brand recall is holy grail,[object Object],Group customers by demographics,[object Object],Content controlled by marketers,[object Object],Virality driven by flash,[object Object],Michelin Guide: expert reviews,[object Object],Publishers control channels,[object Object],Top-down strategy,[object Object],Information hierarchy,[object Object],Emphasis on cost – CPM,[object Object]
Step 1: Observe the Conversations,[object Object],Blogs and,[object Object],Communities,[object Object]
Step 2: Recruit Community Members,[object Object],Digital Media Marketing,[object Object],Create branded online community experiences and invite others to come to them,[object Object],Digital Media Relations,[object Object],Engage in and influence conversations,[object Object],[object Object]
 New insights
 Engaging dialogues,[object Object]
Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation,[object Object],Digital Media Marketing,[object Object],XML, Embed Code, Viral,[object Object],distribution,[object Object]
Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation ,[object Object],Digital Media Relations,[object Object],discussion,[object Object]
lower,[object Object],value,[object Object],higher,[object Object],value,[object Object],Prospects and ,[object Object],Customers,[object Object],Customers,[object Object],The Sales and Marketing Funnel – Traditional,[object Object],Prospect,[object Object],Awareness,[object Object],TV,[object Object],Radio,[object Object],Newspaper,[object Object],Magazines,[object Object],Outdoor,[object Object],Cinema,[object Object],Events,[object Object],Interest,[object Object],Consideration,[object Object],Preference,[object Object],Direct & digital,[object Object],media,[object Object],Traditional ad &,[object Object],branding media,[object Object],Purchase,[object Object],Upsell,[object Object],Direct Mail,[object Object],Email,[object Object],Search & Web,[object Object],Social Media,[object Object],Web 2.0,[object Object],Mobile/SMS,[object Object],DRTV,[object Object],DR Print,[object Object],CPC,[object Object],Games,[object Object],Cross Sell,[object Object],Loyalty,[object Object]
lower,[object Object],value,[object Object],higher,[object Object],value,[object Object],Prospects and ,[object Object],Customers,[object Object],Customers,[object Object],The Sales and Marketing Funnel - New,[object Object],Prospect,[object Object],Awareness,[object Object],TV,[object Object],Radio,[object Object],Newspaper,[object Object],Magazines,[object Object],Outdoor,[object Object],Cinema,[object Object],Events,[object Object],Interest,[object Object],Consideration,[object Object],Preference,[object Object],Direct & digital,[object Object],media,[object Object],Traditional ad &,[object Object],branding media,[object Object],Purchase,[object Object],Upsell,[object Object],Direct Mail,[object Object],Email,[object Object],Search & Web,[object Object],Social Media,[object Object],Web 2.0,[object Object],Mobile/SMS,[object Object],DRTV,[object Object],DR Print,[object Object],CPC,[object Object],Games,[object Object],Cross Sell,[object Object],Loyalty,[object Object]
lower,[object Object],value,[object Object],higher,[object Object],value,[object Object],Prospects and ,[object Object],Customers,[object Object],Customers,[object Object],The Sales and Marketing Funnel – New Integrated Funnel,[object Object],Prospect,[object Object],TV,[object Object],Radio,[object Object],Newspaper,[object Object],Magazines,[object Object],Outdoor,[object Object],Cinema,[object Object],Events,[object Object],Email ,[object Object],      $   ,[object Object],eRFP request,[object Object],Pass,[object Object],link   ,[object Object],Research a product,[object Object],Direct & digital,[object Object],media,[object Object],Traditional ad &,[object Object],branding media,[object Object],Info request  ,[object Object],Click ,[object Object],email  ,[object Object],Transact,[object Object],M  ,[object Object],commerce  ,[object Object],Interact with ad  ,[object Object],      $   ,[object Object],Rate a,[object Object],Product   ,[object Object],Direct Mail,[object Object],Email,[object Object],Search & Web,[object Object],Social Media,[object Object],Web 2.0,[object Object],Mobile/SMS,[object Object],DRTV,[object Object],DR Print,[object Object],CPC,[object Object],Games,[object Object],Select Partner,[object Object],Register account  ,[object Object],View Facebook,[object Object],Search brand,[object Object],Qualify Lead,[object Object],Write a review,[object Object],Social bookmark,[object Object],Register account ,[object Object],Nurture lead,[object Object],Close lead,[object Object],Blog ,[object Object],entry  ,[object Object],View ad  ,[object Object]
A Social Media Platform: How Do You Build It?,[object Object],To build an effective Social Media Strategy & Platform that produces quantifiable results impacting, Sales, Operations & Performance, you need a:,[object Object],Social Media Strategy Blueprint ,[object Object],Industrial-grade Social Media Platform,[object Object],Roadmap to manage the ongoing Social Media Landscape,[object Object]
The Social2B Methodology Overview,[object Object],A proven, robust Methodology – core IP has been implemented at a number of firms,[object Object],Track record of successes & measurable results,[object Object],NOT a lengthy “analysis-build-implement” approach,[object Object],Fast-track Component Rollout, then allow the community to fine-tune,[object Object],Relevant Content is again, King,[object Object],Proactive & Responsive Listening to the Community,[object Object]
Social2B Methodology Overview, cont.,[object Object],A proven, robust Methodology – core IP has been implemented at a number of firms,[object Object],Track record of successes & measurable results,[object Object],NOT a lengthy “analysis-build-implement” approach,[object Object],Fast-track Component Rollout, then allow the community to fine-tune,[object Object],Relevant Content is again, King,[object Object],Proactive & Responsive Listening to the Community,[object Object]
The Social2B Methodology,[object Object],The Social Media Strategy Blueprint,[object Object],Ongoing Social Media Management Roadmap,[object Object]
Phase I,[object Object]
Phase II,[object Object]
Phase III,[object Object]
Phase IV,[object Object]
Phase V,[object Object]
Ongoing Social Media  Management,[object Object]
The Social Value Chain (SVC) Lens from Social2B,[object Object],[object Object]
Digs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on the overall enterprise,[object Object]
The external world directly impacts each Department

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