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Social Media Strategy Framework
INTRODUCTION
SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING



• Marketing in social media is ”PULL” not ”PUSH

• Marketing in social media is slow marketing

• Marketing in social media is engaging content

• Marketing in social media is based on dialogue not
  monologue
THE WEB IS GETTING INCREASINGLY SOCIAL…
.. WHICH ALSO EFFECTS PURCHASE DECISION MAKING




Source: McKinsey Quarterly June 2009
THREE MATURITY PHASES
> 25% HAS A DEVELOPED STRATEGY
BUILD THE STRATEGY
It’s not about doing it all


 it’s about doing it right!
APPROACH



                                                                            DEVELOPED
                                                                 DEVICES      SOCIAL
  RESEARCH                     OBJECTIVES         ACTIVITIES     (SOCIAL
                                                               PLATFORMS)      MEDIA
                                                                             STRATEGY




Baserat på Marketing Sherpas ROAD map modell
RESEARCH




GATHER INFORMATION
STRUCTURE YOUR RESEARCH
Know Control
FIND YOUR BENCHMARKS
•   Establish qualitative & quantitative social benchmarks to understand
    your position vs competition



                                 Social
                              activity level
                Share of
                 voice

                            # active           Sentiment
                           Facebook
                             Fans &
                             Twitter             # of
                            Followers          retweets
CREATE SOCIAL PROFILES


                  Social Authority


                  Vocal Minority




                  Silent Majority
SOME RESEARCH TOOLS
OBJECTIVES




 SELECT TARGET AUDIENCE
SET OBJECTIVES AND GOALS
SEGMENT & PRIORITIZE
SET OBJECTIVES & GOALS



                   Become the No 1                                        Be perceived as a
                                               Serve our clients
                  source of inspiration                                      trustworthy,
Objectives                                    needs where ever
                      within home                                          knowledgeable
                                                   they are
                      accessories                                          and supportive
                                                                                partner



                                   Increase reach in       70% of primary segment     Increase CSI by 10%
             10 000 new             target group by        perceive the company as
  Goals        customers                                   no 1 in home accessories
                                         20%
DEVELOP YOUR KPI:s

 # active Twitter
    Followers

                           Sales conversion
                                 rate

     # active
  Facebook Fans
                           % Reach in target

                     ROI      audience - #
                                of touch
  # blog posts,                  points
    comments,
  sharing, linking

                             % Dwell rate –
                            time spent with
Share of voice in               brand
   authority
   channels

                             % Increase in
   # of positive               customer
  comments on                 satisfaction
 company brand
   & products
ACTIVITIES




STRATEGIC PLAN
ORGANIZATION
DEVELOP YOUR STRATEGIES

                                        Become the No 1            Serve our clients        Be perceived as a
                                            source of             needs where ever            trustworthy,
Objectives                              inspiration within             they are            knowledgeable and
                                        home accessories                                   supportive partner



                             10 000 new             Increase reach in            70% of primary           Increase CSI by
                                customers            target group by          segment perceive the           10% vs LY
                                                          20%                  company as no 1 in
                                                                                                                                   Strategy
 Goals                                                                          home accessories                                   formulation


                  Leverage
                                            Build relationship                 Integrate SM                      Build customer
             knowledge within
Strategy                                       with online                    engagement in                     services through
             home accessories
                                             authority in our                overall marketing                   social channels
             in social channels
                                                 business                         strategy


             Set up distribution of           Set up relevant               Launch campaign x,                Create support
Tactics      content on YouTube             tools for monitoring            y, z in relevant social         through Twitter &
                  & Slideshare                                                 media channels                   Facebook


                                               Processes for                Synchronizing teams            Create Wiki for user
             Build RSS structure               analysis and                    and activities                   generated
                                                operations                                                     instructions
                                                                                                                                    Operations

             Promote content on               Organization to                                               Train the CS team
              Facebook, Twitter,            support relationship
                    Blog,


                Organization,
             Processes, routines
             & KPIs for follow up
BUILD THE ORGANIZATION

                     Central
Marketing         Coordination
                    - policies


Product                          Personal
                                  Personal
                                    Personal
                   Operations         Personal
                                       Personal
                     team                Personal
Customer                                   Personal
                                            Personal
 Support                                        Staff



   etc
DEVICES




ARCITECHTURE
 PLATFORMS
BUILD YOUR ARCHITECTURE

                          Promotion                                          Distribution
                               Newsletters



        RSS
                                Our blogs
                                                               Site
                                                                                             RSS
                                                             Keyword
                                                             optimized
                                 Our RSS
                                                              content

                                                                                            Notification
      Notification




                                                            Link structure
                                                            to conversion
                                                                points
                                  Other
        RSS
                                  blogs




Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”
TRACK PERFORMANCE


  Use your web analytics tools to optimize and track ROI


• Inbound traffic source
    • Unique visitors from social media channel
    • Activity

• Inbound traffic conversion rate
    • Converting visitors from social media channel
    • Activity
BUILD YOUR FEEDBACK LOOP
CASE STUDIES
WINE LIBRARY


                  Content




                                                 Promotion/
Distribution                                     Conversation

                  Distribution




  +27.000 Fans                           +6000 Followers

                      14.000 visningar
BORDERS
Promotion




                                     Content              Distribution




Promo/Conversation   Link to conversion point




                                                Sharing
THE FIESTA MOVEMENT
Promotion                                 Distribution




                                Content



Distribution
                 Distribution             Distribution
BLENDTEC
IS ENGAGMENT PROFITABLE?
SUCCESSFUL COMPANIES ARE MORE ENGAGED




                                                                                     Mavens




                                                Selectivies



                                                                                     Butterflies

                                                  Wallflowers



Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
DEFINITIONS

•     Mavens:
         –    Engagement in more than seven channels, above average engagement score. Examples
              Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement
              and have made social media a part of their go to market strategy.

•     Butterflies:
         –    Engagement in seven or more channels, but have much lower engagement. Examples
              American Express and Hyundai. Engage in a few channels, but spread themselves thin.
              Have not full management buy-in to make the engagement strategic

•     Selectives:
         –    Engage in six or less channels, but have a higher than average engagement level.
              Examples H&M and Philips. They focus deeply in a few channels and engage when and
              where it matters most. But, they are lightly staffed with small budgets for execution.

•     Wallflowers:
         –    Engagement in just a few channels, lower than average engagement level. Examples
              McDonalds. They are cautious about the risks and uncertain about the benefits and
              engage only lightly in the channels where they are present.




Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
ENGAGED COMPANIES ARE MORE SUCCESSFUL!




Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
KEY TAKE AWAYS


                 RESEARCH




  CONTINOUS
REFINEMENT OF
                               SET TARGETS
  STRATEGY &
    TACTICS




                   ROI

                                 DEVELOP
                                STRATEGY ,
 TRACKING &
                               ORGANISATION
OPTIMIZATION
                                & TACTICAL
                                   PLAN



                   CREATE
                ARCHITECTURE
CONTACT




                    Ulrik Zielfelt
          ulrik.zielfelt@impwell.com
                +46 70 650 12 68
               www.impwell.com
                 Twitter: Impwell
              Facebook: Impwell
Linkedin: http://se.linkedin.com/in/ulrikzielfelt

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Social Media Strategy Framework Shared

  • 3. SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING • Marketing in social media is ”PULL” not ”PUSH • Marketing in social media is slow marketing • Marketing in social media is engaging content • Marketing in social media is based on dialogue not monologue
  • 4. THE WEB IS GETTING INCREASINGLY SOCIAL…
  • 5. .. WHICH ALSO EFFECTS PURCHASE DECISION MAKING Source: McKinsey Quarterly June 2009
  • 7. > 25% HAS A DEVELOPED STRATEGY
  • 9. It’s not about doing it all it’s about doing it right!
  • 10. APPROACH DEVELOPED DEVICES SOCIAL RESEARCH OBJECTIVES ACTIVITIES (SOCIAL PLATFORMS) MEDIA STRATEGY Baserat på Marketing Sherpas ROAD map modell
  • 14. FIND YOUR BENCHMARKS • Establish qualitative & quantitative social benchmarks to understand your position vs competition Social activity level Share of voice # active Sentiment Facebook Fans & Twitter # of Followers retweets
  • 15. CREATE SOCIAL PROFILES Social Authority Vocal Minority Silent Majority
  • 17. OBJECTIVES SELECT TARGET AUDIENCE SET OBJECTIVES AND GOALS
  • 19. SET OBJECTIVES & GOALS Become the No 1 Be perceived as a Serve our clients source of inspiration trustworthy, Objectives needs where ever within home knowledgeable they are accessories and supportive partner Increase reach in 70% of primary segment Increase CSI by 10% 10 000 new target group by perceive the company as Goals customers no 1 in home accessories 20%
  • 20. DEVELOP YOUR KPI:s # active Twitter Followers Sales conversion rate # active Facebook Fans % Reach in target ROI audience - # of touch # blog posts, points comments, sharing, linking % Dwell rate – time spent with Share of voice in brand authority channels % Increase in # of positive customer comments on satisfaction company brand & products
  • 22. DEVELOP YOUR STRATEGIES Become the No 1 Serve our clients Be perceived as a source of needs where ever trustworthy, Objectives inspiration within they are knowledgeable and home accessories supportive partner 10 000 new Increase reach in 70% of primary Increase CSI by customers target group by segment perceive the 10% vs LY 20% company as no 1 in Strategy Goals home accessories formulation Leverage Build relationship Integrate SM Build customer knowledge within Strategy with online engagement in services through home accessories authority in our overall marketing social channels in social channels business strategy Set up distribution of Set up relevant Launch campaign x, Create support Tactics content on YouTube tools for monitoring y, z in relevant social through Twitter & & Slideshare media channels Facebook Processes for Synchronizing teams Create Wiki for user Build RSS structure analysis and and activities generated operations instructions Operations Promote content on Organization to Train the CS team Facebook, Twitter, support relationship Blog, Organization, Processes, routines & KPIs for follow up
  • 23. BUILD THE ORGANIZATION Central Marketing Coordination - policies Product Personal Personal Personal Operations Personal Personal team Personal Customer Personal Personal Support Staff etc
  • 25. BUILD YOUR ARCHITECTURE Promotion Distribution Newsletters RSS Our blogs Site RSS Keyword optimized Our RSS content Notification Notification Link structure to conversion points Other RSS blogs Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”
  • 26. TRACK PERFORMANCE Use your web analytics tools to optimize and track ROI • Inbound traffic source • Unique visitors from social media channel • Activity • Inbound traffic conversion rate • Converting visitors from social media channel • Activity
  • 29. WINE LIBRARY Content Promotion/ Distribution Conversation Distribution +27.000 Fans +6000 Followers 14.000 visningar
  • 30. BORDERS Promotion Content Distribution Promo/Conversation Link to conversion point Sharing
  • 31. THE FIESTA MOVEMENT Promotion Distribution Content Distribution Distribution Distribution
  • 34. SUCCESSFUL COMPANIES ARE MORE ENGAGED Mavens Selectivies Butterflies Wallflowers Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  • 35. DEFINITIONS • Mavens: – Engagement in more than seven channels, above average engagement score. Examples Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement and have made social media a part of their go to market strategy. • Butterflies: – Engagement in seven or more channels, but have much lower engagement. Examples American Express and Hyundai. Engage in a few channels, but spread themselves thin. Have not full management buy-in to make the engagement strategic • Selectives: – Engage in six or less channels, but have a higher than average engagement level. Examples H&M and Philips. They focus deeply in a few channels and engage when and where it matters most. But, they are lightly staffed with small budgets for execution. • Wallflowers: – Engagement in just a few channels, lower than average engagement level. Examples McDonalds. They are cautious about the risks and uncertain about the benefits and engage only lightly in the channels where they are present. Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  • 36. ENGAGED COMPANIES ARE MORE SUCCESSFUL! Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  • 37. KEY TAKE AWAYS RESEARCH CONTINOUS REFINEMENT OF SET TARGETS STRATEGY & TACTICS ROI DEVELOP STRATEGY , TRACKING & ORGANISATION OPTIMIZATION & TACTICAL PLAN CREATE ARCHITECTURE
  • 38. CONTACT Ulrik Zielfelt ulrik.zielfelt@impwell.com +46 70 650 12 68 www.impwell.com Twitter: Impwell Facebook: Impwell Linkedin: http://se.linkedin.com/in/ulrikzielfelt