Getting Social Strategically - The Importance of Social Media Strategy
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A copy of Aren Grimshaw’s slides for 'Getting social strategically’, the first CIPR West of England’s Freshly Squeezed events held at the Environment Agency's headquarters in central Bristol on Friday 20 January. The session covered the importance of a social media strategy, the basics of developing one, and how this fits with the traditional marketing mix. A video of the talk will be available from the CIPR website in the following weeks.
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Getting Social Strategically - The Importance of Social Media Strategy
- 2. @arengrimshaw Before we get started… Who Am I? Aren Grimshaw (@arengrimshaw) Strategic Marketing Consultant • Specialise in Social Media and Innovation • Background in Sales, Media and Marketing • Freelance and In-house experience • Work with large and small companies, public and private sector
- 3. @arengrimshaw “A good strategy has an essential logical structure that I call the kernel.” “The kernel of strategy contains three elements: a diagnosis, a guiding policy and coherent action” Good Strategy, Bad Strategy - Richard Rummelt Buy it here: http://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239
- 4. @arengrimshaw The problem with Social Media Many marketers… • Don’t know what it involves • Don’t know what they want to achieve • Don’t know how to measure effectiveness
- 5. @arengrimshaw What is Social Media? “Media for social interaction, using highly accessible and scalable publishing techniques.”[1] “Tools that allow the sharing of information and creation of communities through online networks of people.”[2] “How people read, discover & share information”
- 6. @arengrimshaw The main themes • People, and communities • Interaction, and dialogue • Information, and accessibility • Technology, and integration
- 7. @arengrimshaw 2012… • 87% of mid-large size businesses plan to maintain or increase investment on SM • 13% plan to cut spend on SM – More than 50% of those citing a lack of return
- 9. @arengrimshaw Your diagnosis is an understanding of the challenge to be overcome… …allowing you to channel resources to most effectively meet that challenge
- 10. @arengrimshaw Innovative thinking should be proactive first and reactive second... Once a strategy is in place, reactive thinking can become more meaningful... It provides the backbone for our actions so we can be confident that we’re reacting in the right way. Chris Griffiths, Grasp the Solution - http://ow.ly/7mfDU
- 11. @arengrimshaw Aims Resources Community Approach Technology CARAT Planning Process Research (Diagnosis) Concept (Guiding Policy) Implementation (Coherent Actions)
- 12. @arengrimshaw Community • Customer (the decision maker) A person or organisation that may purchase goods or services directly from you • Influencer A person or organisation that may influence another person or organisation’s decision to purchase • Partner (an ally) Those that share a common goal with your organisation or customers
- 13. @arengrimshaw Customers •Common Characteristics •Demographics •Technical Ability •Interests •Geographic Location Influencers •Staff Members •Family Members •Journalists •Bloggers •Politicians Partners •Allied Industries •Other regions •Suppliers •Funders Investors •Competitors C I P Identifying your Community
- 14. @arengrimshaw Aims… The specifics of what will need to be achieved in order to meet the business challenge, and over what timescales. How will you and the client know that the strategy has been a success?
- 15. @arengrimshaw Aims • SEO: Link building, content factors • Marketing: Promote organisation, brand awareness • PR: Manage reputation, get news out • Sales: New contact routes, increase sales • Engagement: Increase loyalty, foster word of mouth • Research: Identify trends / niches, consultation • Management: Collaboration, knowledge sharing
- 16. Buying Processes & Lifecycles Awareness Knowledge Consideration Selection Satisfaction Advocacy Suspects Prospects New CustomersRegular Customers Brand Advocates Inactives
- 17. @arengrimshaw Resources • Time • Money • People and Skills • Technology and Equipment • Business As Usual Activity (BAU)
- 18. @arengrimshaw Your guiding policy is your big idea, the general concept you are working with… …the later stage will define your specific actions.
- 19. @arengrimshaw Approach • Visibility ... need to be visible to the target audience • Credibility ...“Don’t tell them you’re funny, tell them a joke” • Value ...establish a “What’s in it for me?” factor • Personality ...everything should be consistent with the brand profile • Responsiveness ...are they setup to deal with responses
- 20. @arengrimshaw Approach – Practical Elements • Content Marketing • Aggregating or Curation • Networking or Events Marketing • Community Engagement • Word of Mouth or Advocacy Programmes
- 21. @arengrimshaw Social Media Platforms Blogs Social Networks Wiki Sites File Sharing Sites Geo-tagging Live StreamingForums Aggregators Review Systems
- 22. @arengrimshaw Integration • What can be outsourced and what needs to be done internally? • What actions can be embedded within current processes? • What needs to be done to empower the team to perform key actions? • What actions can be automated?
- 23. @arengrimshaw Measuring results • Link to your aims • Benchmark at the start • Establish Key Performance Indicators (KPIs) • Review results regularly • Tweak approach accordingly “Not everything that counts can be measured. Not everything that can be measured counts.” Albert Einstein
- 25. @arengrimshaw Diagnosis (The Challenge) • Limited Y on Y Growth • Association with smaller projects • Losing to design firms • Operating in small local market
- 26. @arengrimshaw Guiding Policy • Maximising Potential, Minimising Risk • Focus on technical development • Thought leadership around innovation
- 27. @arengrimshaw Actions • Webinars & Events • File-Sharing • Social & Professional Networking • Blogging & Micro-Blogging
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- 34. @arengrimshaw Results – Web Traffic
- 35. @arengrimshaw Results – Bottom Line In a 6 month period: • 500% increase in new business enquiries • 2/3 of all enquiries through social networks • 100% increase in average order values • Opened up UK & international markets • New company created to meet demand • 4 years on.... £100k to £1m+
- 36. @arengrimshaw View the Like Minds talk on the UKNetWeb Case Study at http://wearelikeminds.com/videos/aren-grimshaw-how-a-small-company-made-a-big-change
- 38. @arengrimshaw Consider your own position • What are your strengths and weaknesses? • How can you play to your strengths? • How can you demonstrate your strengths via Social Media? • What opportunities will your business take advantage of, and just as importantly which ones will you ignore?
- 39. @arengrimshaw What will your strategy be? • Who are your customers, influencers and partners? • What are you aiming to achieve for your business - can you be more specific than increased sales? • What resources are you working with? • How can you use Social Media technology to make you more effective in your role? • What will be your approach to Social Media? • What actions do you need to do daily, weekly or quarterly to achieve your aims?
- 40. @arengrimshaw How can I help? • Work with your team to develop your internal skills in Social Media • Work with you and your clients to develop Social Media strategies • Provide a sounding board for your own campaigns or strategies
- 41. @arengrimshaw Getting in touch: Mob: 07598 242212 Email: info@arengrimshaw.co.uk Web: www.arengrimshaw.co.uk Search for “aren grimshaw” on Google
Notas del editor
- If you haven’t bought a copy of this book yet it’s essential reading for anyone interested in strategy – good and bad!
- Community -united by a common characteristic or interest – shared goals Interaction -2 way communication… a dialogue… an exchange of ideas… not tokenistic Information & accessibility – information provided at times or places where we want to access it… media types, devices, in the ‘real’ world Technology & integration – built into processes, not funneled on one role… team empowered to make most of the opp
- Continued interest in SM in 2012 Interesting that those cutting back is so low – expect to grow as time goes by – lack of strategy and focus on KPIs over ROI
- The VALUE of messages is diminishing Commercial messages rec’d daily somewhere between 600 and 3,000 per day Over a billion tweets per week… 9,000 per sec peak during MTV music awards when Beyonce announced pregnancy 800m ppl on FB plus 900m objects – average person connected to 80 pages, groups, events – each person creating 90+ bits of content pm If content is king… then there’s not enough states to accommodate all these new rulers.
- Strategy is about addressing a challenge – whether that is solving a problem or reaching a specific objective – it’s about using finite resources for the maximum impact
- The speed of innovation is no excuse to neglect strategy… We can still be reactive in the day to day… however or strategy provides the backbone that allows us to react in the right way – consistency of brand and message, focus on goals and objectives
- Loosely based on the POST Forrester method of SM Strategy planning Most clients start at Technology… then go through CAR… before abandoning as a failure
- 2 aspects to Community… The vision of the community (relationship with stakeholders) you would like by the end of the strategy Identification of the key target groups
- SM may be most effectively used on the INFLUENCERS and PARNTERS… however, lots of SM Strategy is dedicated at hitting consumers … rarely the most effective use of resources
- “If we don’t know where we’re going, how will we know when we get there?”
- Most strategies are dedicated at meeting the first 3 Surprising that sales is often neglected Last 3 about resource efficiency – is it not more profitable to increase customer spend or lifetime over gaining new customers? Cutting costs value to bottom line.
- Explanation of Customer Lifecycle – need for accurate segmentation of customer base – targeted messages designed to take customers through to the next stage of their journey
- Define time before naming an approach SM is not free Who will be responsible and who will be involved in delivery Will the website need redevelopment? What phones are people using – smartphones? Is there any internal policies which prohibit access of SM sites BAU – most important area… How can you increase the reach of engagement of existing activity? What are the standard processes that can be adapted to make the most of the SM opp?
- SM cannot be totally outsourced but specific functions can… i.e. copywriting, photography, tech dev Empower staff to use SM reduces demands on one person or department… requires training Some actions can be automated through technological solutions… RSS feeds, applications (LI profiles)