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Objective Driven Social Media Strategies
                           Dane Hartzell   April 27, 2010
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The New Direct Marketing Database?




    4,477,606
3


Social Media Premise




           “Person like yourself or your peer” is
           seen as the most credible spokes...
4




A new world.
A new model.
5



Our Perspective
6 6


Empowered Consumers
        Empower                          Consumers


                          Solution Based
  ...
7


Atomize Content
The present                  The future




                                          Traditional bran...
8


Many Companies Establishing a Social Media Presence




                        The Value of Social Media Report, prod...
9


Overwhelming Platform Options




                            Source: Social Media Starfish; Robert Scoble and Darren ...
10


Process Creates Order

                                  Define
                                The Business
        ...
11


“Food Storage” Discussion Topics




                                   March 2009 - May 2009
12


“Food Storage” Channel Analysis




  March - May 2009
13


“Food Storage” Brand Sentiment




  March - May 2009
14


“Food Storage” Brand Share of Voice




  March - May 2009
15


“Food Storage” Brand Velocity




  March - May 2009
16


“Food Storage” Twitter Brand Share of Voice




  March - May 2009
17


“Rubbermaid Food Storage” Word Cloud




  March - May 2009
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    “Food Storage” Verbatims
•   One of the reasons that I prefer the Sterilite containers over glass or plaster canis...
19


3 Primary Social Media Strategies




     Share of Voice     Velocity       Sentiment

                  1          ...
20


Example Social Media Strategies

 CPG Brand X
 Increase conversation share of voice by leveraging organization
 profe...
21


Brainstorm Tactics
1.   Influencer campaigns & blogger outreach
2.   Facebook & Twitter profiles
3.   Fan recruitment...
22


Tactical Prioritization
High

           Do it!                                                                      ...
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Rubbermaid: Leveraging Influencers
24


Rubbermaid: Starting a Dialog
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Website: Freschetta
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Beyond the Website: Freschetta
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Carmex Website
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Beyond the Website: Carmex
2929


Green Giant: Connecting Constituents
30


Cold Stone Creamery
 • 450k email addresses
 • 365k fans
 • 500k monthly web visitors
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Measure and Optimize

       Pre             During   Post
32


Measure and Optimize
33


Contact
Dane Hartzell                  Paul Saarinen
President & Growth Catalyst    Digital Culture & Media Advisor
B...
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Objective Driven Social Media Strategies

Many organizations have begun to use social platforms as a direct channel to their audiences. This presentation will help you do more than have a presence by showing you how to identify strategies that meet your organizational objectives and then how to track and measure success.

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Objective Driven Social Media Strategies

  1. 1. 1 Objective Driven Social Media Strategies Dane Hartzell April 27, 2010
  2. 2. 2 The New Direct Marketing Database? 4,477,606
  3. 3. 3 Social Media Premise “Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.” © Annual Edelman Trust Barometer survey
  4. 4. 4 A new world. A new model.
  5. 5. 5 Our Perspective
  6. 6. 6 6 Empowered Consumers Empower Consumers Solution Based Solutions-Based Content People seeking Content answers & solutions Traditional Brand People discover Traditional Brand Touchpoints product or brand Touch-points Third Party Third Party Conversations Conversations
  7. 7. 7 Atomize Content The present The future Traditional brand web site Traditional brand web site
  8. 8. 8 Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010
  9. 9. 9 Overwhelming Platform Options Source: Social Media Starfish; Robert Scoble and Darren Barefoot
  10. 10. 10 Process Creates Order Define The Business Objective Measure Listen And Optimize And Learn Social Media Process Execute Discern A Strategy
  11. 11. 11 “Food Storage” Discussion Topics March 2009 - May 2009
  12. 12. 12 “Food Storage” Channel Analysis March - May 2009
  13. 13. 13 “Food Storage” Brand Sentiment March - May 2009
  14. 14. 14 “Food Storage” Brand Share of Voice March - May 2009
  15. 15. 15 “Food Storage” Brand Velocity March - May 2009
  16. 16. 16 “Food Storage” Twitter Brand Share of Voice March - May 2009
  17. 17. 17 “Rubbermaid Food Storage” Word Cloud March - May 2009
  18. 18. 18 “Food Storage” Verbatims • One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because most of the things I have come in the same size bag from the store. If the canister is too small then I have leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store. • I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier® Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though. • Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are on a budget. We don’t like to waste food. • The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple kinds of food and not juist specialty containers. • I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should just stick with my tried and true Tupperware. • Staining is my biggest issue with these, I suggest that you use some disposable option to prevent this or not care as much because of the significant drop in price.
  19. 19. 19 3 Primary Social Media Strategies Share of Voice Velocity Sentiment 1 2 3
  20. 20. 20 Example Social Media Strategies CPG Brand X Increase conversation share of voice by leveraging organization professionals OTC Drug Brand X Increase conversation share of voice by providing brand zealots unique communications platforms Pizza Brand X Increase positive brand sentiment by shifting focus to new products Pizza Brand Y Increase conversation velocity by creating a community of moms who appreciate the little things in life
  21. 21. 21 Brainstorm Tactics 1. Influencer campaigns & blogger outreach 2. Facebook & Twitter profiles 3. Fan recruitment campaigns 4. Community management 5. Content sharing tools 6. Customer generated content campaign 7. Viral intended campaigns 8. Custom community site 9. Etc.
  22. 22. 22 Tactical Prioritization High Do it! Bite the bullet 14 17 15 18 10 21 11 6 23 13 2 8 5 1 4 19 26 3 Impact 16 22 20 24 12 25 7 Wait and see… 9 Don’t do it. Low Burden High
  23. 23. 23 Rubbermaid: Leveraging Influencers
  24. 24. 24 Rubbermaid: Starting a Dialog
  25. 25. 25 Website: Freschetta
  26. 26. 26 Beyond the Website: Freschetta
  27. 27. 27 Carmex Website
  28. 28. 28 Beyond the Website: Carmex
  29. 29. 2929 Green Giant: Connecting Constituents
  30. 30. 30 Cold Stone Creamery • 450k email addresses • 365k fans • 500k monthly web visitors
  31. 31. 31 Measure and Optimize Pre During Post
  32. 32. 32 Measure and Optimize
  33. 33. 33 Contact Dane Hartzell Paul Saarinen President & Growth Catalyst Digital Culture & Media Advisor Bolin Digital Bolin Digital dhartzell@bolinmarketing.com psaarinen@bolinmarketing.com 612.374.1200 612.236.0746 ItsDane.extendr.com TaulPaul.extendr.com Bolinmarketing.com Blog: Bolindigital.com

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