Discussion for designers and marketing of how to think about social strategy and integrate into design.

1. How to Think
About Social
Strategy &
Integration
You can teach a designer to fish...
but there is no recipe.
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2. Session One: Strategy
How Will We Engage?
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3. “Marketers are like kids at Rita’s
Candy Shoppe, gazing at all the
pretty opportunities. most of us are
afraid of strategy, because we don’t
feel confident outlining one unless
we’re sure it’s going to work.”
–Seth Godin
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4. Strategy is the road.
objective/goal
tactic
strategy
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5. Strategy 1.0
Emotional
Benefits
Functional Benefits
Features
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6. Strategy 2.0
Emotion People
Functional
Utilities
Benefits
Features Stories
Utilities
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7. How will we feed:
Caring
Conversation
Coverage
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8. media relations, blogger outreach
PR
Events
Digital
website, video content,
Facebook, Twitter
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9. Wisconsin Vision
Objective: New level of engagement
Strategy:
celebrity endorsement with “behind
the scenes” opportunities
Tactics:
TV and outdoor (reach/positioning)
Social video, PR (deeper stories)
Facebook (build community)
Twitter (CEO engagement)
Frequently evolving
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10. Outcomes
Fans/followers = community to build on
Media coverage, blogger coverage, celebrity coverage
Steady increase in website traffic/decrease in bounce
More customer comments on glasses online and offline
Stronger relationships: excited prospects, employees, vendors
“Recognition is coming from all over. We are now on the map.”
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11. Design for interaction, participation, sharing
and continuation
Source: http://edwardboches.com/four-criteria-for-your-next-creative-idea
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12. It’s not just what you say. It’s what you do.
Social business: heart of the organization
Social marketing: impacts product, distribution, etc.
Social media: another communications channel
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13. Basic roadmap
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14. Questions for discussion
What engagement strategies are you using now?
What successfully engages your audience?
Where are you finding it difficult to engage?
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15. Session Two: Integration
When and where will we engage?
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16. There is no definitive recipe for integrating
social media with other stuff. Sorry.
There are ingredients, but no clear amounts and combinations.
It’s more alchemy than science.
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17. But social media should be part of a whole.
“Social Media works best when it is part of something bigger.”
- Jay Baer
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18. We do know what does not work.
Doing the same thing everywhere, with just
a different flavor.
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19. social media
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20. Social tasks
Spend some time getting to know others.
Produce information of interest and benefit to them.
Share it and make it easy for others to do the same.
Listen and respond.
That is being social.
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21. social + digital experience social + PR social + marketing
social digital experience social PR social marketing

22. Social digital experience
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23. Social PR
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24. Social marketing
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25. Understand core uses. Align with goals.
Gathering Place Connections Dialog
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26. 26

27. behavior not blather
conversation not shouting
momentum not one-off
dynamic not static
intuitive not regimented
portable not permanent
innovation not iteration
useful not self-serving
Source: BBH Labs
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28. Questions for discussion
What’s working well for you?
What is your biggest hurdle in integrating social?
How are you using user feedback to make decisions?
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29. Session Three: Measurement
How Will We Prove Value?
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30. Most marketers want to measure ROI
Unable to measure conversion
Don’t have staff with expertise/budget
84% do not measure social media ROI
Sources:
Omniture 2010 Online Analytics Benchmark Survey, E-marketer May 19, 2010
MZing and Babson Social Software in Business, E-marketer September 8, 2009
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31. Measurement is relative to your goals
Define goals
Establish a baseline
Create activity timelines
Analyze social data and traditional web metrics
Look for patterns
Correlate to more transactions, new customers, higher sales
Source: The Basics of Social Media ROI, Olivier Blanchard
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
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32. Some Financial Return Measures
Conversions via unique links
Sales via specific SM promo codes
SM-specific coupon redemptions
% of leads converted that originated via SM
Reduced customer service costs
Decreased customer churn rate
Cost per qualified lead
Source: http://www.brasstackthinking.com
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33. Complex does not equal effective
“ROI” often means “prove it that this is worth it”
Many ways to look at “success”
Focus on a few key measures
Correlation can be as valuable as causation
Get comfortable with “reasonable degree of confidence”
Source: http://www.brasstackthinking.com
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34. Some Non-Financial Value Measures
Fans/followers
Mentions/overall awareness in SM channels
Share of conversation
Number of comments
Increased positive sentiment
Referrals/recommendations/leads
Source: http://www.brasstackthinking.com
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35. Can social media scale and be measured?
“I think it can and it has to. We have 2 billion conversations
online a year. If I can’t scale to the requirements, I can’t
continue to be a thriving business because that’s increasingly
how consumers are shopping and engaging. We’re less
focused right now on attributing ROI to everything we’re doing.
We’re focused on “does it enhance the customer experience?”
Does it look like revenue and profit are following? I’m less
interested in measuring cost per contact. I know engagement
with a fan on Facebook is a really good thing. I don’t measure
if that shortens the sales cycles. The things I can measure I
feel great about. Those I can’t I’m not losing sleep about.”
Source: Erin Nelson, Dell CMO, interview in AdWeek April 27, 2010
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36. Questions for discussion
Are you currently measuring social activities and results? How?
Do you need to prove ROI or value?
Are your measures tied to your specific goals?
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37. Resources
A Realist’s Guide to Successful Social Strategy: http://www.slideshare.net/suespaight
A Realist’s Guide to Social Strategy for the Nonprofit World: http://www.slideshare.net/suespaight
Groundswell: Winning in a World Transformed by Social Technologies by Josh Bernoff and Charlene Li
www.groundswell.com: social technology consumer profile tool
Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh Shah
The Basics of Social Media ROI, Olivier Blanchard
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/
http://www.brasstackthinking.com/2010/05/13-truths-about-social-media-measurement/
http://mashable.com/2009/10/27/social-media-roi/
KD Paine PR Measurement blog http://kdpaine.blogs.com/
www.uxmag.com
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38. We’re happy to help
Cindi Thomas
Partner at Translator
cindi@translatordigitalcafe.com
On Twitter: @deziner
Sue Spaight
Partner/VP Digital Strategy at Meyer and Wallis
sspaight@meyerwallis.com
On Twitter: @suespaight
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