Meng social media preso

© 2012 by Steven Bellach. All rights reserved.© 2012 by Steven Bellach. All rights reserved.
Steven BellachSteven Bellach
BottomLine MarketingBottomLine Marketing
www.blmllc.comwww.blmllc.com

AgendaAgenda
• OverviewOverview
• Social Media is Changing How We CommunicateSocial Media is Changing How We Communicate
• Is Your Brand Ready?Is Your Brand Ready?
• The Role of Social Media Networks in Your Marketing PlanThe Role of Social Media Networks in Your Marketing Plan
• Getting Your Message OutGetting Your Message Out
• Listening/MonitoringListening/Monitoring
• Common Mistakes and PitfallsCommon Mistakes and Pitfalls
• Exercise – Building A Social Media Network Program (time permitting)Exercise – Building A Social Media Network Program (time permitting)
• SummarySummary
2

The New Social WorldThe New Social World
3

Some Initial Thoughts…Some Initial Thoughts…
• Who do you think owns your brand?Who do you think owns your brand?
• CashCash waswas king, what is the new currency?king, what is the new currency?
• Do you or your brand have to be “extrovert” toDo you or your brand have to be “extrovert” to
be a player in social media? Does socialbe a player in social media? Does social
have to be “wacky”?have to be “wacky”?

Social Media isSocial Media is
Changing How We CommunicateChanging How We Communicate
5

Media Over the YearsMedia Over the Years
6
One-Way
Communication
One-Way
Communication
Complete Control
Over Content
Two-Way
Communication
Two-Way
Communication
Control Over Content
& Closed Feedback
Environment
All-Way
Communication
All-Way
Communication
Limited Control Over
Content; Open Feedback
Environment

““All-Way Communication” ImplicationsAll-Way Communication” Implications
• Conversations will happen whether you want them to or not!Conversations will happen whether you want them to or not!
• You must monitor the conversations that are happening:You must monitor the conversations that are happening:
• For you and your competitionFor you and your competition
• To respond to negative or inaccurate sentimentTo respond to negative or inaccurate sentiment
• You can influence what conversations do start to happenYou can influence what conversations do start to happen
• ““Plant Seeds”Plant Seeds”
• New products/servicesNew products/services
• Crisis managementCrisis management
• BUTBUT,, YOU NEED TO BE READYYOU NEED TO BE READY from a content and staffing strategyfrom a content and staffing strategy
perspective before getting startedperspective before getting started
• You cannot “dip your toe” in the social media waters !!You cannot “dip your toe” in the social media waters !!
7

Content is The New CurrencyContent is The New Currency
8
Company-Generated ContentCompany-Generated Content
- Website, YouTube, Blogs, Games- Website, YouTube, Blogs, Games
ContentContent
Eco-systemEco-system
Externally-Generated ContentExternally-Generated Content
- Blogs, Yelp, Facebook, Forums- Blogs, Yelp, Facebook, Forums
Who’s going to manage/monitor your content eco-system?Who’s going to manage/monitor your content eco-system?

The Role of SocialThe Role of Social
Media in Your Marketing PlanMedia in Your Marketing Plan
9

10

The Marketing FunnelThe Marketing Funnel
11
What Marketing Efforts
Do You Currently Have at
Each Stage of the Funnel?
Where Do Your Customers
Consume Information?
Where Does Social
Media Fit In?
EVER
YW
H
ER
E!

The Marketing FunnelThe Marketing Funnel
12
Engagement
InboundMarketing
EVER
YW
H
ER
E!

Before We Proceed, Let’s Ask theBefore We Proceed, Let’s Ask the
Fundamental Question:Fundamental Question:
13
IS YOUR BRAND READY?

Is Your Brand Ready?Is Your Brand Ready?
Brand Fundamentals – ChecklistBrand Fundamentals – Checklist
• Do you have a sound brand strategy?Do you have a sound brand strategy?
• Target market, etc.?Target market, etc.?
• Clearly differentiated brand positioning?Clearly differentiated brand positioning?
• Clearly defined brand personality?Clearly defined brand personality?
• Do you have a deep understanding of your competition – theirDo you have a deep understanding of your competition – their
social footprint?social footprint?
• Do you have a deep understanding of your customers – theirDo you have a deep understanding of your customers – their
pain points, their likes/dislikes?pain points, their likes/dislikes?
• Do you know where your customers go for information?Do you know where your customers go for information?
14

IsIs Your Brand Ready?Your Brand Ready?
Social Fundamentals – ChecklistSocial Fundamentals – Checklist
• Do you have clear goals for social media? What part of theDo you have clear goals for social media? What part of the
funnel are you trying to impact? What metric are you trying tofunnel are you trying to impact? What metric are you trying to
move the needle on? BE SPECIFIC!move the needle on? BE SPECIFIC!
• Do you have the human resources to commit to social media?Do you have the human resources to commit to social media?
Before you start a corporate blog or Twitter account, askBefore you start a corporate blog or Twitter account, ask
yourself if you can allocate the resources needed. Social mediayourself if you can allocate the resources needed. Social media
is about real-time response and consistently updated content.is about real-time response and consistently updated content.
• Do you produce enough quality content to sustain social mediaDo you produce enough quality content to sustain social media
conversations? Content feeds the social media beast. Whatconversations? Content feeds the social media beast. What
have you already produced?have you already produced?
15

IsIs Your Brand Ready?Your Brand Ready?
Social Fundamentals – ChecklistSocial Fundamentals – Checklist
• Do you know which social media sites are popular with yourDo you know which social media sites are popular with your
prospects and customers?prospects and customers?
• Is your website prepared for social media attention?Is your website prepared for social media attention?
• Are you ready to incorporate social media strategies throughoutAre you ready to incorporate social media strategies throughout
the buying process?the buying process?
16

What Social MediaWhat Social Media
Networks are Right for Your Brand?Networks are Right for Your Brand?
17

The 90/10 Rule OfThe 90/10 Rule Of
Social Media For BusinessSocial Media For Business
18

Where Do The KeyWhere Do The Key
Social Media Networks Fit In?Social Media Networks Fit In?
19

FacebookFacebook
20
What It’s Good For • Great for highly targeted marketing
campaigns
• Can serve as hub for your overall social
media program
• “Meeting place” in B2C, “Traffic Cop” in B2B
• Easy to organize multi-media content
• Reputation management (popularity  trust
can be very important)
Best Practices/Examples • Establish content, tone, frequency guidelines
• Organize your information by how customers
want to use it
• Integration with all marketing campaigns and
new product launches
• Dedicated apps to get closer to fans

TwitterTwitter
What It’s Good For • Starting and jumping into conversations on
relevant topics
• Listening to customer/industry discussions
• Monitoring competitors
• Issuing alerts for news/content
• Timely announcements – new products, short-
term promotions, events
Best Practices • Establish content, tone, frequency guidelines
• Drive traffic using #hashtags and topics
• Drive tweet activity around an event – e.g., a
trade show, sponsorship
• Host Twitter chats with experts (or
promotionally)
• Selectively link your Twitter account to other
platforms for timely updates and to share
content 21

LinkedInLinkedIn
22
What It’s Good For • Company and individuals become SMEs/go to
resources
• Post white papers, slideshares, blogs (link to
and from)
• Business-related networking (5.7B people
searches in 2012)
• Lead generation
• Research/preparation
• Networking/recruiting (25M profile views/day)
Best Practices • Post stream of relevant content (white papers,
slideshares, etc.) at regular intervals
• Share interesting content you’ve read on
LinkedIn
• Provide links to 3rd
party content (off-LinkedIn)
your prospects and customers will find
interesting
• Use LinkedIn tools – polls/answers (“ask and
answer”)

BlogsBlogs
23
What It’s Good For • Great for educating your customers and
prospects
• Build credibility around relevant subject matter
• Become “go-to” resource
• “Be the expert”
• Reputation management
• Traffic driver
• Lead generation
Best Practices • White Papers
• Blog for search
• Dumb it down…keep it simple
• Leverage all other SMNs to drive readership
• Include CTAs
• Measure, then repeat (people read what’s
interesting to them)

YouTubeYouTube
24
What It’s Good For • Great for delivering engaging content
• Instructional/how to
• Highlight and promote user generated content
• Leverage overlays to drive traffic to commerce
or other action
Best Practices • Create YouTube channel for “brand home”;
Build subscribers
• Create great content relevant to your target
audience
• Product showcase/demos, how-to & expert
advice, presentations, case studies
• Find right balance between company and
externally generated
• Measure, then create more (people view what’s
interesting to them)
• Monitor discussions around video

Google+Google+
25
What It’s Good For • Good for building SEO (linkage to Google)
• Content oriented – creates new and easy ways
to share
• Create hangouts and circles
• Better for reaching men – 67% of user base
• More technically savvy user base (particularly v.
Facebook)
• Recording hangouts
Best Practices • Segment your connections with circles
• Conduct focus groups within your hangouts
• Post long form content (for SEO)
• Post videos and photos
• Putting G+ and +1 badges on sites

PinterestPinterest
26
What It’s Good For • Retailers – “pinners” like to shop
• Fashion
• Home furnishings
• Real estate
• Targeting female audiences
Best Practices • Make boards searchable
• Add links to images to drive behavior
• Use eye-catching graphics
• Allow others to pin up on your boards

InstagramInstagram
27
What It’s Good For • Appeals to emotions
• Creates intimacy
• Engages consumers
• Reaches a large audience
• User base tends to skew younger
Best Practices • Repeat – post regularly
• Engage – events, geo-location, gamification
• Create a plan on how to curate your customers
• Use Hashtags – can use to expand your reach
(like Twitter)
• Use exclusive pictures

Building A PlanBuilding A Plan
To Get Your Message OutTo Get Your Message Out
28

Some Recent Statistics…Some Recent Statistics…
• 60% of businesses, both B2B and B2C, do not have an60% of businesses, both B2B and B2C, do not have an
integrated social media strategyintegrated social media strategy
• 69% of B2B companies, and 42% of B2C companies, do69% of B2B companies, and 42% of B2C companies, do
not have a mechanism for responding to customernot have a mechanism for responding to customer
feedback in social mediafeedback in social media
• 51% of B2B companies have no social media tracking51% of B2B companies have no social media tracking
system in place, compared with 22% of B2C companiessystem in place, compared with 22% of B2C companies
Survey of 1180 B2B and B2C marketers conducted in January, 2012; Satmetrix Systems)

An Effective Plan…An Effective Plan…
• Has clear, measurable marketing objectives that are alignedHas clear, measurable marketing objectives that are aligned
with overall business objectiveswith overall business objectives
• Identifies what part(s) of the marketing funnel social media willIdentifies what part(s) of the marketing funnel social media will
addressaddress
• Involves all parts of the organization, and encourages activeInvolves all parts of the organization, and encourages active
participation among employees, customers and prospectsparticipation among employees, customers and prospects
• Incorporates the most appropriate social media networks to helpIncorporates the most appropriate social media networks to help
achieve objectivesachieve objectives
• Links social media networks to drive the content eco-systemLinks social media networks to drive the content eco-system
30

Best Practice ExampleBest Practice Example
• B2B – CiscoB2B – Cisco
31

CiscoCisco
• Overtly encourages employees to engage in social mediaOvertly encourages employees to engage in social media
• Clearly outlines the company’s social media strategy and its benefits toClearly outlines the company’s social media strategy and its benefits to
all employees – in fact they’ve posted their Cisco Social Mediaall employees – in fact they’ve posted their Cisco Social Media
Playbook: Best Practice Sharing on line!Playbook: Best Practice Sharing on line!
• ““Cisco recognized early on that the first key in developing a solid social media strategy is to:Cisco recognized early on that the first key in developing a solid social media strategy is to:
• LISTEN to what customers are saying about the Cisco brand, products, competitors andLISTEN to what customers are saying about the Cisco brand, products, competitors and
the industry. By monitoring conversations, tracking brand mentions and identifying brandthe industry. By monitoring conversations, tracking brand mentions and identifying brand
advocates, we found that we could effectively gauge the time and resources needed toadvocates, we found that we could effectively gauge the time and resources needed to
invest in our social media campaigns.invest in our social media campaigns.
• To ensure that there’s clear alignment between business objectives and social media,To ensure that there’s clear alignment between business objectives and social media,
Cisco PLANs for engagement by mapping out the team’s objectives, goals, strategiesCisco PLANs for engagement by mapping out the team’s objectives, goals, strategies
and tactics. By working through this exercise, Cisco teams are able to identify membersand tactics. By working through this exercise, Cisco teams are able to identify members
who are particularly suited for certain roles and responsibilities and who are able to fulfillwho are particularly suited for certain roles and responsibilities and who are able to fulfill
functional work streams”functional work streams”
32
Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing

33
Cisco – BlogsCisco – Blogs
Easy to sort

34
Cisco – BlogsCisco – Blogs
Easy to navigate

35
Cisco – YouTubeCisco – YouTube
Well organized
High viewership

36
Cisco – YouTubeCisco – YouTube
Integrated
with other
SMN feeds
Well organized

37
Cisco – LinkedInCisco – LinkedIn
Career/product
focused

38
Cisco – FacebookCisco – Facebook
A hub for Cisco info
Linked to
Other content

39
Cisco TwitterCisco Twitter
Linked to blogs
Responding to customers

40
Cisco GamificationCisco Gamification

Cisco – Lessons LearnedCisco – Lessons Learned
• Encourage across-the-board participation in social media (within socialEncourage across-the-board participation in social media (within social
media policy guidelines)media policy guidelines)
• Develop strong contentDevelop strong content
• Deep understanding of what your customers wantDeep understanding of what your customers want
• Monitor what is read/viewed to drive future content creationMonitor what is read/viewed to drive future content creation
• Length and frequency that is appropriate for your target audienceLength and frequency that is appropriate for your target audience
• Have the “Have the “appropriateappropriate”” level of company/brand participation across keylevel of company/brand participation across key
SMNsSMNs
• Ensure strong linkage of content across all SMNsEnsure strong linkage of content across all SMNs
• Consider gamification to encourage engagementConsider gamification to encourage engagement
41

Getting The Message OutGetting The Message Out
42
Owned
Paid
Earned/
Shared
Convergence

ExamplesExamples
43
OWNED PAID EARNED
Facebook
• Post
• Comment
• Paid search
• Share
• Viral
Twitter • Tweet
• Sponsored
tweet
• Retweet
Blogs • Blog Post • Pay a blogger
• Share/Forward
• Viral
LinkedIn
• Connect, post,
recommend,
etc.
• Paid ads • Share/Forward
YouTube • Video Post • YouTube links
• Share/Forward
• Viral

So, Which Social MediaSo, Which Social Media
Networks Are Right For You?Networks Are Right For You?
44

So, Which Social MediaSo, Which Social Media
Networks Are Right For You?Networks Are Right For You?
45
(Cue “Gross Generalization” Music)(Cue “Gross Generalization” Music)

GenerallyGenerally, A Good Place To Start…, A Good Place To Start…
BlogsBlogs
LinkedInLinkedIn
YouTubeYouTube
FacebookFacebook
TwitterTwitter
Google+Google+
PinterestPinterest
InstagramInstagram
46
FacebookFacebook
PinterestPinterest
YouTubeYouTube
TwitterTwitter
InstagramInstagram
BlogsBlogs
Google+Google+
LinkedInLinkedIn

Listening/MonitoringListening/Monitoring
47

How Do You Know What IsHow Do You Know What Is
Being Said About Your Brand?Being Said About Your Brand?
LISTEN TO THEM!!!LISTEN TO THEM!!!
48

49
Current
Events
Industry
Thought
Leaders
Partners
Social Media
Influencers
Employees
Competition
Customers
Industry
Events

Common Mistakes & PitfallsCommon Mistakes & Pitfalls
50

Common Mistakes & PitfallsCommon Mistakes & Pitfalls
• Quantity over qualityQuantity over quality
• Only talk when you have something to say!Only talk when you have something to say!
• Too much “buy, buy, buy”Too much “buy, buy, buy”
• Think about the entire marketing funnelThink about the entire marketing funnel
• Focusing on a singular campaign, rather than an ongoing strategyFocusing on a singular campaign, rather than an ongoing strategy
• Might be OK for a launch, but then what’s your content strategy?Might be OK for a launch, but then what’s your content strategy?
(start with asking your sales force for the top 5 customer issues)(start with asking your sales force for the top 5 customer issues)
• Not having a social media policy in placeNot having a social media policy in place
• It takes resourcesIt takes resources
51

Common Mistakes & Pitfalls (cont.)Common Mistakes & Pitfalls (cont.)
• Quantity over qualityQuantity over quality
• Only talk when you have something to say! But say it often enough.Only talk when you have something to say! But say it often enough.
• Too much “buy, buy, buy”Too much “buy, buy, buy”
• Think about the entire marketing funnelThink about the entire marketing funnel
• Focusing on a singular campaign, rather than an ongoing approachFocusing on a singular campaign, rather than an ongoing approach
• Might be OK for a launch, but then what’s your content strategy?Might be OK for a launch, but then what’s your content strategy?
• Not having a social media policy in placeNot having a social media policy in place
• It takes resourcesIt takes resources
• Failing to link your social media strategy with your search strategyFailing to link your social media strategy with your search strategy
• Social media networks typically on first page of brand searches!Social media networks typically on first page of brand searches!
52

Don’Don’t Believe Me?t Believe Me?
TryTry ““GooglingGoogling”” Some Popular Brands…Some Popular Brands…
53
Page One ResultsPage One Results
IBMIBM Twitter, LinkedInTwitter, LinkedIn
OracleOracle TwitterTwitter
Coca-ColaCoca-Cola FacebookFacebook
Southwest AirlinesSouthwest Airlines Twitter, BlogsTwitter, Blogs
Hewlett PackardHewlett Packard FacebookFacebook
OreoOreo Facebook, Twitter, YouTubeFacebook, Twitter, YouTube
United AirlinesUnited Airlines TwitterTwitter
AppleApple YouTube, Blogs (page 2)YouTube, Blogs (page 2)
NikeNike FacebookFacebook

More Common Mistakes & PitfallsMore Common Mistakes & Pitfalls
• Failing to project your brand voiceFailing to project your brand voice
• Should IBM be “wacky”? Should Red Bull not be bold?Should IBM be “wacky”? Should Red Bull not be bold?
• Trying to be great in all SMNsTrying to be great in all SMNs
• Focus on the 1-2 that are most relevant to your goalsFocus on the 1-2 that are most relevant to your goals
• Thinking social media will replace your off-line marketingThinking social media will replace your off-line marketing
• Integrate, integrate, integrateIntegrate, integrate, integrate
• Not responding to customer comments: the good, the bad AND the uglyNot responding to customer comments: the good, the bad AND the ugly
• Important to “delight” and “diffuse”Important to “delight” and “diffuse”
• Using social for “one-way” communicationUsing social for “one-way” communication
• It’s not all about you!It’s not all about you!
54

SummarySummary
• ““All-way communication” has changed the way we interact with customersAll-way communication” has changed the way we interact with customers
• You cannot “dip your toe” in the social media watersYou cannot “dip your toe” in the social media waters
• Need a well thought out content strategy – content is king!Need a well thought out content strategy – content is king!
• Need a resource strategyNeed a resource strategy
• Is your brand ready – do you have a strong differentiated brand strategy?Is your brand ready – do you have a strong differentiated brand strategy?
• Align your social media objectives with your marketing objectives and yourAlign your social media objectives with your marketing objectives and your
business objectives – where are you in the marketing funnel?business objectives – where are you in the marketing funnel?
• Choose/prioritize your social media networks wiselyChoose/prioritize your social media networks wisely
• Measure, measure, measure – you can’t manage what you can’t measureMeasure, measure, measure – you can’t manage what you can’t measure
55

ExerciseExercise
Building A Social MediaBuilding A Social Media
Network ProgramNetwork Program
56

Building a Social Media Network ProgramBuilding a Social Media Network Program
• Step #1:Step #1:
• Find a partnerFind a partner
• Decide what part of the marketing funnel you want to impact, thenDecide what part of the marketing funnel you want to impact, then
select ONE social media networkselect ONE social media network
• Step #2:Step #2:
• Think about how this SMN can be used to support your currentThink about how this SMN can be used to support your current
and/or future marketing/sales effortsand/or future marketing/sales efforts
• Summarize:Summarize:
• What part of the funnel are you trying to impact?What part of the funnel are you trying to impact?
• What’s your objective?What’s your objective?
• What network will be most effective?What network will be most effective?
• What content do you have or will you need to be successful?What content do you have or will you need to be successful?
• What are some tactics you might employ?What are some tactics you might employ?
57

Social Media Network SummarySocial Media Network Summary
58
Facebook • Great for highly targeted marketing campaigns
• Can serve as hub for your overall social media program
• “Meeting place” in B2C, “Traffic Cop” in B2B
• Easy to organize multi-media content
• Reputation management (popularity  trust can be very important)
Twitter • Starting and jumping into conversations on relevant topics
• Listening to customer/industry discussions
• Monitoring competitors
• Issuing alerts for news/content
• Timely announcements – new products, short-term promotions, events
LinkedIn • Company and individuals become SMEs/go to resources
• Post white papers, slideshares, blogs (link to and from)
• Business-related networking
• Lead generation
• Research/preparation
• Networking/recruiting
• User groups around common interests
Blogs • Great for educating your customers and prospects
• Build credibility around relevant subject matter
• Become “go-to” resource
• “Be the expert”
• Reputation management
• Traffic driver
• Lead generation
YouTube • Great for delivering engaging content
• Instructional/how to
• Highlight and promote user generated content
• Leverage overlays to drive traffic to commerce or other action

Social Media Network SummarySocial Media Network Summary
59
Google+ • Good for building SEO (linkage to Google)
• Content oriented – creates new and easy ways to share
• Create hangouts and circles
• Better for reaching men – 67% of user base
• More technically savvy user base (particularly v. Facebook)
Pinterest • Retailers – “pinners” like to shop
• Fashion
• Home furnishings
• Real estate
• Targeting female audiences
Instagram • Appeals to emotions
• Creates intimacy
• Engages consumers
• Reaches a large audience
• User base tends to skew younger

DiscussionDiscussion
60

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