Webinar Slides

1. Constructing Your
Social Marketing Architecture
How to Build A Bridge Between
Social Marketing Strategies and Social Media Platforms
Follow Conversation on Twitter #SherpaROAD

2. Constructing Your
Social Marketing Architecture
Jeanne Hopkins Sergio Balegno Jen Doyle
Director of Marketing Research Director Research Analyst
HubSpot MarketingSherpa MarketingSherpa
@JeanneHopkins @SergioBalegno @JenLDoyle
 The State of Social Media Marketing
 A Practical Method for Mapping Your Social Marketing Strategy
 Social Marketing Architecture to Bridge Strategies and Platforms
 Case Study on Integrating Social Marketing with Other Tactics
 Research based on MarketingSherpa’s
2010 Social Media Marketing Benchmark Report
 Follow Conversation on Twitter #SherpaROAD

3. The State of Social Marketing
Social Marketing Benchmark Study – what we found
 Social media has created new world of marketing opportunities.
But marketers are exploring new terrain without a compass
 Captivated by hype and ease of implementing social sites
 Ignoring proven practices, launching without a plan/purpose
 Thinking tactically rather than strategically about objectives
 Momentous change in the use of social media is taking place
 Social marketing is maturing – methodologies are emerging

4. ROAD Map – Research
1. What do we Need to Know?
 Gather intelligence on audiences,
social use and competition
 Monitor dialog, social behavior and
platform preferences
 Profile target audiences by social
characteristics – silent majority / vocal
minority / social authority
 Benchmark quantitative and qualitative
social metrics
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5. ROAD Map – Objectives
2. Where Are we Going?
 Define objectives aligned with target
audiences and metrics
 Segment, prioritize and select target
audiences
 Focus on hard, measureable and targeted
objectives to win support
 Align objectives with metrics traceable to
ROI, rather than qualitative measures
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6. ROAD Map – Actions
3. How do we Get There From Here?
 Create a social marketing strategy
with a tactical plan of action
 Roles, policies, procedures
 Campaign tactics and timetables to
execute strategy
 Integrate social media with other
tactics in the marketing mix
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7. ROAD Map – Devices
4. What Tools do we Need?
 Roll out platforms that fit tactical
plan and social architecture
 Platform agnostic to this point –
so strategy will outlive technology
 Construct a social marketing
architecture to connect audiences
with content, landing pages and
conversion points
 Roll out platforms sequentially
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8. Deploying Social Platforms
Professional or social networks
90%
(LinkedIn, Facebook, etc.)
 Which platforms does
Microblogs (Twitter, Jaiku, etc.) 71%
your organization use for
social marketing?
Company branded or managed blog(s) 64%
 Focus on “fast and easy”
Multimedia content sharing sites
63% rather than tactical fit
(YouTube, Flickr, Slideshare, etc.)
and effectiveness
User forums or discussion groups 41%
 Many organizations
Social bookmarking sites (Digg,
Delicious, etc.)
32% deploy social platforms
with no plan or purpose
Company branded or managed wiki(s) 22%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

9. No Purpose. No Architecture. No Results.
AKA – Random Acts of Social Marketing

10. Constructing a Social Marketing Architecture
 Target audiences are
prospects and customers
for Cisco collaboration
solutions
 Each platform added to
the architecture must
have a clear and
manageable purpose
 Multi-directional
channels connect
audiences with content,
landing pages and
conversion points

11. Collaboration Solutions Website
 Hub of the marketing
strategy for collaboration
solutions
 Periodically updated
content with marketing
information on solutions,
services, news, etc.
 Primary point of conversion
– registration forms, etc.

12. Collaboration Solutions Blog
 Hub of social marketing
strategy for collaboration
solutions
 Frequently updated and
shareable content and
commentary relevant to
collaboration solutions
 Search engine optimization
factors increase live and
universal SERPs

13. Collaboration Solutions Community
 Users “join conversations
and share best practices in
collaboration.”
 Technically-oriented
discussions, tools,
opinions and member-
only events
 Adds value through
customer service and
product development

14. Collaboration Solutions on Twitter
 Share 140 character
tweets with “followers”
for quick engagement
 Searchable by brand
(#cisco) or solution
(#collaboration) hashtags
 Adds value to relationship
by connecting customers
and prospects to relevant
content

15. Collaboration Solutions on Facebook
 Building a community of
users and “fans” for
Cisco Collaboration
Solutions
 Fans engaged by sharing
commentary and
opinions to posts
 Posts drive traffic to
content on other Cisco
social platforms and
website

16. Collaboration Solutions on YouTube
 Videos are “most
engaging” and
entertaining media
 YouTube is searchable
video content sharing site
 Links and drives traffic to
and from other social
platforms and website

17. Cisco Pics on Flickr
 Photos are “most used”
type of online multi-
media
 Flickr is searchable image
sharing site
 Links and drives traffic to
and from other social
platforms and website

18. Collaboration Blog RSS Feed
 RSS a tool to “broadcast”
content to subscribers
 Links and drives traffic to
source of feed and other
social sites and website
 Example of strategy
outliving technology –
being replaced by
Twitter alerts and other
social site notifications

19. Social Marketing Architecture Constructed
 Hub sites (website and
blog) for original content
and linking users to
social platforms for
engagement
 Social platforms building
relationships and driving
traffic back to hub sites
for conversion
 Clear objectives and the
channels for achieving
them

20. Integrating Social Media With Other Tactics
Yes, but we
integrate with  Does your organization
OFFLINE tactics integrate social media
only
1% with other marketing
No, we don't
Yes, integrated
with ONLINE
tactics?
integrate with
other
and OFFLINE
tactics
 83% integrating with
marketing
tactics
52% other online tactics
16%  The reason – ease and
effectiveness of social
media integration
Yes, but
integrated
with ONLINE  Follow Conversation on
tactics only
31% Twitter #SherpaROAD
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

21. The Payoff of Integration - Effectiveness
Very effective Somewhat effective Not effective
 How effective is social
Website 39% 56% 4%
media integration with
Email 33% 61% 6% other tactics you use?
Search engine
32% 54% 14%  Integration with online
optimization (SEO)
tactics prevalent because
Public relations 32% 60% 8%
easily accomplished: link
Online display ads 15% 62% 23%  Online integration also
Direct mail 14% 58% 28%
enables tracking from
initial engagement to
Paid search (PPC) 12% 57% 31% conversion
Broadcast ads (radio / TV) 12% 39% 49%
Print ads (newspaper /
10% 58% 33%
 Follow Conversation on
magazine)
Twitter #SherpaROAD
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

22. MarketingSherpa Case Study:
Integrating Website, Search and Social Tactics
 Caturano and Company
 One of New England’s
largest accounting and IT
consulting firms
 Marketing objective to
increase client base during
recessionary economy

23. Situation Analysis
 Traditional outbound
marketing methods more
expensive / less effective
 Growing number of
prospective clients are
using the web, search and
social media to find and
assess professional firms
 Challenge to transition
from traditional marketing
to integrated inbound
marketing strategy

24. Campaign Tactic – Website Marketing
 Website redesigned as
the content hub and
conversion point
 Recruited partners as
subject matter experts
and thought-leaders to
create relevant content
 Added lead conversion
capabilities by requiring
registration for content

25. Campaign Tactic – Search Marketing
 Optimized website for
keywords in copy, titles,
metatags and other SEO
elements.
 Created a partner
program to build links
 Posted thought-leader
articles on blogs creating
search engine desirable
content, links and listings

26. Campaign Tactic – Social Marketing
 Joined and actively
participated in LinkedIn
discussion groups on
topics of client interest
 Facebook brand page
building community of
“fans” (clients / prospects)
 LinkedIn discussions and
Facebook postings
channel members and
fans to website content
and conversion points

27. Results
 68% increase in unique
website visitors
 First page SERPs for 25
targeted keywords
 10-15 new leads
converted per month
 Significant % website
traffic from social sites

28. Lessons Learned
 Social media has created a new world of marketing opportunities
but many are exploring this new terrain without a compass.
 You need a practical, step-by-step method for mapping an
effective social media strategy – Social Marketing ROAD Map
 You need to build a bridge between social marketing strategies
and social media platforms