Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!

1. @MacLeanHeather
Developing Your Social
Media Business Strategy
What You Don’t Know Can Hurt You
Heather MacLean
CMO
TaylorMade Solutions
@MacLeanHeather

4. One-on-one coaching/consulting is available through ProfitLearn at a
reduced rate for participants.
De la consultation individuelle est offerte à travers du programme « ProfitHabileté » à un
tarif réduit pour les participants.
Marketing & Sales Marketing et ventes
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www.profitlearn.com www.profithabilete.com
1-877-644-2267

5. @MacLeanHeather
Developing Your Social
Media Business Strategy
What You Don’t Know Can Hurt You
Heather MacLean
CMO
TaylorMade Solutions
@MacLeanHeather

6. @MacLeanHeather
Global Brands
Leader in transforming business into social enterprises

7. @MacLeanHeather
• PR and Marketing > 15 years
• Headed up Marketing and PR for a $1.5B
company
• Chief Spokesperson
• Contributed to 5 PR News Books
• Published in the Workplace Review
• Top Blogger (Business 2 Community & InNetwork)
• Finalist in Canada’s Top 40 Under 40
• Worked in 6 industries, public and private sector
and in about 50 different countries

8. @MacLeanHeather
Who am I?

9. @MacLeanHeather
Who am I?

10. Assumptions
That you communicate with customers and
prospects
That you want to use social media for business
That you are open to receiving information to
take the steps necessary to effectively use
social media
That you realize that this seminar is only the
tip of the iceberg

11. What You Will Leave With
Why an integrated strategy is important
for reputation management, marketing
and lead generation
When and how to start using social
media “effectively” as a part of your
overall business strategy
Key metrics to measure success
The 6 Building Blocks of a Social Media
Business Strategy

12. Don’t Operate in a Vacuum
Social Media is not a Stand-
Alone Strategy

13. Top Mistakes Made
10.No measurement
9. No alignment to business objectives
8. Only doing push communications
7. Not engaging with your customers/
prospects
6. Not listening to brand, competitors,
industry conversations

14. Top 10 Continued
5.Choosing too many channels and
abandoning
4. Not choosing the right channels
3. Resources don’t understand the brand
2. You don’t have the right resources
1. No plan/strategy (lack of management
knowledge/buy-in)

15. Case Studies

16. 3 Companies Doing it Right

17. Starbucks - the challenge
Bricks and mortar
Traditional business
B2C
Rewards system - coffee cards
Tim Hortons really the only coffee
company still relying advertising on TV
Starbucks wanted something different

18. Starbucks
Early adopter
Consciously thought of the digital experience
Focused on ‘customer experience’
Music
“It really is about connecting with someone in a more intimate,
experiential way that we think will have longer lasting ability
to build affinity than a 30-second TV commercial or an ad.”

19. Facebook

20. Engagement

21. Twitter

22. Pinterest

23. Old Spice - the Challenge
My father’s aftershave
My grandfather’s aftershave
Not exactly a young/hipster product

24. What Happened
Men versus women
Market to your audience
Change the message
Create a relationship
Humour
Visuals

25. Taco Bell
Lots of noise
Lots of competition (200,000 US locations)
Decreasing profit margins
Increased concerns healthy eating
Lots of variety
Increase in fresh/local options

26. What did they do?
A lot
Reframed the approach
Started communicating
Repurposed Content from TV ads, etc. over to
social
Leveraged user-generated content
Since 2007 almost 8 million Facebook fans
Facebook, Twitter, Youtube and Instagram
In 2013, Taco Bell ranked as No. 1 on
DigitalCoCo’s Restaurant Social Media Index,
trumping key competitors such as McDonalds and
Starbucks.

27. Twitter

28. Facebook

29. What do they have in common?
Clear and defined brand & brand voice
Defined audience - Personas
Commitment to resources/strategy
A. Channel analysis
B. Listening & Engagement Strategy & Plan
C. Integrated with overall corp objectives
D. Social Media Playbook
Avoidance of push communications
Measure ROI
Had an integrated marketing plan

30. @MacLeanHeather
What is Integrated
Marketing?
And why is it important? Relevant?

31. Definition
Is the application of consistent brand
messaging across both traditional and non-
traditional marketing channels and using
different promotional [disambiguation
needed] methods to reinforce each other.

32. “Since social media led to the
democratization of knowledge, we
can easily say that disruption to
marketing has been to stop push
communications with the masses.
But rather to engage with and
build communities of very distinct
customers while leveraging a
multichannel approach.”

33. Components
Digital (SEO, SEM, Email, PPC, website)
Paid (ads)
Earned (Editorials, stories, features, viral)
Owned (website, social channels,content marketing)
Content Marketing (blog, webinars, ebooks, white
papers, case studies, pod casts, video)
PR (Media releases, media events, features)
Events (trade shows, promotions, sponsorship)
Influencers Marketing
Advocates
And everything has a CTA

34. Workshop - Part 2

35. Strategy first…tactics later
Know your product/service offering and what differentiates you
Know your brand/voice
Understand and define realistic objectives for your overall
marketing and NOT just social media
Have a clear understanding of who your clients
and potential clients are - personas
Based on this select what channels you
need to use to communicate

36. Tactics (not in this workshop)
Think about specific campaigns
What are you saying in your ads?
What are you advertising?
Are you leveraging content marketing?
What is your CTA?
How your email is supporting your overall
campaigns
How are you promoting/discussing
events/promotions?

37. Social is how the modern consumer has grown
accustomed to communicating. The social platforms
are where they turn for discovery, research, peer-to-
peer recommendation (a force far stronger than other
influencers like advertising), and for follow-up
customer service.

38. Retail is Social
78% of consumers say that the posts made
by companies on social media INFLUENCE
their purchases
Source: Forbes

39. Decisions are made after approximately 75% of
research completed before making/accepting
contact
74% of consumers rely on social networks to
guide purchase decisions
58% of Facebook users expect offers, events or
promotions when they become fans
Facebook is the most effective platform to get
consumers talking about products

40. Content Marketing Stats
80% of business
decision makers
prefer articles
over ads
Brands that create
15 blog posts/
month average
1200 new leads/
month
54% more leads are
generated with
inbound marketing
than outbound
Content Marketing
produces 3 x more
leads/dollar
Inbound marketing
costs 62% less per
lead than traditional
outbound marketing
Nurtured leads, on
avg. produce 20%
increase in
opportunities

41. What is a Brand
The foundation of an organization, its operations and its
products/services.
It sets the stage for what language the organization uses,
how it communicates with stakeholders, customers and the
community, as well as its visual identity.
Many think of a brand as a logo, but that is the last part of
any branding exercise. Ultimately a brand is a set of
expectations, promises and relationships.

42. Personas
Who?
How?
When?
Where?

43. Right Now..
Who buys your product/
service?
Who makes enquiries?

44. IDEALLY…..
Who do you want buying
your product/service?

45. Do they match?

46. Social Listening
& Engagement
are KEY
components of
the overall
Business
Strategy

47. How big is it? It’s big.
35 plus hours of video
are updated to
YouTube every minute.
300 000 new people
join Twitter every day.
155 million Tweets per
day.
11.5% of the world are
now on Facebook, 51%
of the US.
The average US home
will have 5 to 10 web
enabled devices by
2014
50% of TV viewers
around the world
watch Internet TV.
Over 5 billion photos
on Flickr, 2.5 billion
photos per month on
Facebook.

48. THERE ARE >800 MILLION
PEOPLE ON FACEBOOK. THAT’S LIKE, ALMOST A BILLION, YO.

49. June 2009
493 tweets per second

50. May 2010
10,000 tweets per second

51. What is a community? Engage? Why?
• Customers
• Prospects
• Employees
• Influencers
• Suppliers
• Partners

52. Competitive Advantage of Community
Develop personal
relationships
Be more
responsive
Build reputation
Emphasize
customer
service
Build brand
recognition
Lead Gen

53. Where is a community?
• Forums run by fans
• Forums run by
companies
• Blogs
• LinkedIn groups
• Facebook groups
• Yahoo and Google
groups
• Twitter
• Google+
• Flickr and others
• YouTube and others
• Social bookmarking
• Location-based apps

54. Make People Feel Special

55. Why Listen?

56. Listen First
People are talking about
you whether you’re there or
not.
Ignoring them is like
ignoring a ringing phone.

57. People are Talking About Your Company

58. How do you Listen?
• paid tools: Hootsuite, Radian6, etc.
• free tools:
– Google Alerts
– Twitter Search
– Google Blog Search
– Social Mention
– Hootsuite

59. Social Media Command Centre

60. But…Be Strategic

61. Playbook
• This can be your saving grace
• What to respond to
• What not to respond to
• Workflow
• Post tagging (for reporting)
• Escalation - to whom and when
• Hours
• Team
• Governance
• etc.

62. @MacLeanHeather@MacLeanHeather
Be Authentic
Understand your community
before diving in.
Speak with a human voice.
Engage with your community
person-to-person.
Admit when you’ve made
mistakes.
Engagement Rule #1

63. @MacLeanHeather@MacLeanHeather
Be Relevant
It’s not about you, it’s about
your community.
Share info that’s useful for
them and they’ll accept a
little that promotes you.
Use 80/20 rule.
Engagement Rule #2

64. @MacLeanHeather
Be Practical
Social media is a set of tools,
that is part of a bigger picture.
Despite what some say, it is
not a strategy unto itself.
Tie your efforts to existing,
bottom-line business
objectives.
Remember your KPIs
Engagement Rule #3

65. @MacLeanHeather
Be Patient
Building a Community takes
time.
Like in your personal life,
there are no short-cuts to
building relationships. Keep
that in mind.
Engagement Rule #4
Image courtesy of josephomotayo

66. @MacLeanHeather
Be Committed - Be Active
Engage regularly with your
audience.
Respond quickly when
people engage with you.
Keep your content fresh.
Provide Value
Engagement Rule #5

67. Listening for Intent
• 2013
• Complaints happening
• Company ignored
• Continued promoting (push
communications)
• Social media exploded
• Horrible corporate response
• Hit mainstream media
• Stock took hit
• Head eventually quits/president too

68. Channel Selection

70. Best Practices
• Look at your business does and what your
brand is
• Where are your customers/prospects?
• Be selective
• Once you start, stick with it
• Have a plan
• Have patience as you build your network
• Never buy likes or buy Twitter Followers
• Remember to support with other marketing

71. What is your brand/line of business

72. Who/Where are your customers

74. Group Work

76. Or, you can simplify
• Website visits

77. Facebook Demographics

78. Twitter Reach

79. LinkedIn Demograhics

80. Increased Calls

81. Sales

82. 1. Start listening.
2. Find out where your
customers/prospects are
engaging.
3. Learn what your
competitors are doing.
4. Get everybody together in
the same room/have a
plan.
5. Develop a social media
policy.
6. Determine what works best
for you.
The 6 Building Blocks of a Social Media Strategy

83. Questions

84. Channel Sharing Best Practices

86. Use your own name for your Twitter ID.
Know your audience

87. Twitter Best Practices
• Choose your Twitter handle carefully
• Use your logo as the avatar and choose a good background
• Create your own hashtag associated with your brand
• Use only 1 or 2 hashtags at a time. 3 at the most
• Be sure to read a linked article before re-tweeting it. It might contain
information that you didn’t intend to share.
• Be sure to put context around a link. NEVER just tweet a link.
• Tweet no more than 15 times/day
• Be human

89. You the Right Imagery

90. Facebook Best Practices
• Know your audience
• Be responsive (expectation is 1 hour)
• Write for your audience
• Use images - Tag people
• Use video

91. Facebook Best Practices
• Post no more than twice a day
• Post every day
• Know what day is THE best day for you
• Know what time is THE best for you
• Ask people to share your post
• Have contests to raise your profile

92. Facebook Best Practices
• Shorter posts get read (think 140 characters even in
FB)
• Speak as a human being, don’t be a robot.
• Show humour, have fun, but remember balance
• Indicate who your team is and who is posting - use
initials
• Remove links from post and let it it stand on its own.

93. Questions

94. 7 Steps to Measuring Social
Media ROI

95. 7 Steps to Measuring Social Media ROI
Establish your goals in
advance.
If you don't know what
you want to do, you're much more
likely to fail. (As in life.)

96. 7 Steps to Measuring Social Media ROI
Tie them to your
existing business
goals:
• leads
• conversions
• web traffic
• customer satisfaction
sentiment
• awareness
• employee satisfaction
recruiting

97. 7 Steps to Measuring Social Media ROI
Understand that
every part of your
business will have a
different definition
of ROI.

98. 7 Steps to Measuring Social Media ROI
Decide in
advance how you
will measure
success.
What are the metrics that
spell success for you?

99. 7 Steps to Measuring Social Media ROI
Focus on campaigns.
Break your activities down
into manageable chunks.

100. 7 Steps to Measuring Social Media ROI
Make them trackable
through your web
analytics
• Create a unique
landing page
• Create a unique URL
for each social channel
• Use your web analytics
to see where the
traffic came from

101. 7 Steps to Measuring Social Media ROI
Understand that, in
the end, ROI is a
formula and you
need all the data to
truly calculate it
ROI = gain – cost
cost