SOCIAL MEDIA AND THE 7 STEPS OF BUILDING A NEW MEDIA STRATEGY
OLD MARKETING MODEL Target the Audience and use interruptive techniques to convince. It was like archery or darts. Messages were product-focused with little regard to providing value beyond the intrinsic value of the product.
NEW MARKETING MODEL Use human engagement and dialogue to drive customer preference and loyalty. It’s more like tennis. Focus on meaningful marketing that provides value in the message itself.
MEDIA-ENABLED
SOCIALIZATION
AKA SOCIAL MEDIA
The term ‘Social Media’ is backward. ‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization. Focus on meaningful marketing that provides value in the message itself. Use humanization and transparency to affect how the product is perceived by customers and prospects.
SOCIAL MEDIA
ISN’T ABOUT
TWITTER, FACEBOOK, BUZZ AND YELP! Worry about the tools last, not first. The tools are constantly changing, so don’t hang your hat on any particular one.
STEP 1 WHAT’S YOUR PITCH? WHAT DO YOU DO?
WHAT DO YOU DO? The elevator pitch is dead. Now you must say it in 140 characters or less and still have room for a URL.
STEP 2 WHAT’S THE POINT?
WHAT IS THE POINT OF THIS INITIATIVE IS IT AWARENESS? SALES? CUSTOMER LOYALTY?
PICK ONE.
STEP 3 WHAT IS YOUR CURRENT RELATIONSHIP WITH YOUR AUDIENCE?
WHAT DOES THE TARGET AUDIENCE KNOW ABOUT YOUR PRODUCT? NOTHING
AWARE, NO ACTION
SINGLE ACTION
ADVOCATES
REPEATED ACTIONS / ENTHUSIASTS
EVANGELISTS
PICK TWO PROFILES ADJACENT TO EACH OTHER IN THE SPECTRUM. NOTHING
AWARE, NO ACTION
SINGLE ACTION
ADVOCATES
REPEATED ACTIONS / ENTHUSIASTS
EVANGELISTS
STEP 4 HOW DO YOUR CUSTOMERS AND PROSPECTS USE SOCIAL MEDIA?
ONLINE ADULT
PROPENSITY
to use social media in business making / adoption decisions.
MAP DEMOGRAPHIC INFORMATION TO SOCIAL MEDIA USAGE.
SELECT 1 TO 3 PROFILES.
STEP 5 WHAT’S YOUR ONE THING?
BROCHURE COPY FILLED WITH • • • •
bullet points about features and benefits
Carefully crafted explanatory sidebars and
K R W O ACE
T P S O A N I D E S M E O DN THE SOCIAL I
SOCIAL MEDIA IS CENTERED AROUND
PASSION:
BOTH YOURS AND YOUR CUSTOMERS’ Focus on your ONE
THING and build your initiative around it.
APPLE GOOGLE NORDSTROM’S STARBUCKS NIKE
INNOVATION ACCESS TO INFORMATION CUSTOMER SERVICE GREAT COFFEE SPORTS
HEINZ:
IT’S NOT ABOUT KETCHUP,
IT’S ABOUT WHERE KETCHUP COMES FROM. CASE STUDY IN FOCUSING ON ONE THING
STEP 6 HOW WILL YOU BE HUMAN?
IT’S ABOUT PEOPLE, NOT LOGOS. Don’t think. Listen, observe and react authentically. Make your customer the star of the show.
CASE STUDY IN FOCUSING ON THE HUMAN FACTOR
STEP 7 IDENTIFY SUCCESS.
BEFORE YOU MEASURE SUCCESS,
KNOW WHAT IT WILL LOOK LIKE WHEN YOU SEE IT.
IF YOUR POINT IS
AWARENESS
THEN WHAT MATTERS IS: Web Traffic Web Traffic Referrals Search Volume Trends Followers, Friends, Fans Social Mentions Share of Voice
IF YOUR POINT IS
SALES
THEN WHAT MATTERS IS: Web Traffic Time Spent on Site Bounce Rate Repeat Visits Content Acceptance Followers, Friends, Fans Social Mentions Share of Voice Connectivity within Sales Funnel
IF YOUR POINT IS
LOYALTY
THEN WHAT MATTERS IS: Time Spent on Site Repeat Visits Content Acceptance Followers, Friends, Fans Repeat Social Mentions Share of Voice Recommendations and Reviews Social Connectivity Among Customers Customer Service Metrics Net Promoter Score
NOW WE CAN THINK ABOUT THE TOOLS.
WHAT IF…
YOUR AD CAMPAIGN MOTIVATED PROSPECTS TO FOLLOW YOUR TWITTER UPDATES WHICH MOTIVATED THEM TO INSTALL YOUR IPHONE APP WHICH ENTERTAINED THEM ENOUGH TO VISIT YOUR WEBSITE WHERE THEY SIGNED UP FOR YOUR EMAIL NEWSLETTERS IN WHICH YOU PROMOTED YOUR BLOG THAT CAPTURED DIRECT MAIL OPT-INS WHICH INCLUDED YOUR CUSTOM MAGAZINE THAT ENTICED THE READERS TO NOT ONLY BUY YOUR BRAND, BUT LOVE IT ENOUGH TO YELP! IT AND WRITE ABOUT IT ON THEIR FACEBOOK WALL?
HUB AND SPOKES
MODEL
All outreach elements, digital and traditional, lead back to the center of your strategy – your website; the digital embodiment of your brand.
SOMETIMES YOU NEED ANOTHER WEBSITE. ESPECIALLY IF YOUR PRODUCT IS ONE SILO IN AN OTHERWISE WIDELY DIVERSIFIED COMPANY PORTFOLIO.
COACH WEBSITE www.coach.com POPPY by COACH PRODUCT WEBSITE www.coach.com/poppy-us
SOMETIMES IT MAKES SENSE TO KEEP IT FAMILIAL WITH THE ‘MOTHER’ BRAND.
GENERAL ELECTRIC WEBSITE www.ge.com
GE ‘WHAT’S YOUR LIGHTING STYLE?’ PRODUCT SITE www.whatsyourlightingstyle.com
SOMETIMES IT MAKES SENSE TO LEAVE THE NEST A LITTLE.
CREATE SATELLITE OUTPOSTS TO INTERACT WITH CUSTOMERS & PROSPECTS IN THE PLACES THAT THEY LIVE.
CAPABILITIES: FULL SERVICE DIGITAL AND TRADITIONAL DESIGN & DEVELOPMENT
Website design and development Web application and data gathering backend design, development and management Print collateral design and development Interactive design, development and deployment Full scale metrics reporting
CAPABILITIES: DIGITAL AND SOCIAL MARKETING STRATEGY AND SOLUTIONS
Strategic planning, development and program review community development & management Build new or support existing community engagement programs Blogger, new media relations & influencer outreach Identify and engage influential online groups and individuals to promote products and services to grow brands & sales
CAPABILITIES: CONTENT MARKETING Blogs Video assets iPhone and Facebook apps Podcasts eBooks (developed on the iPad and NOOK friendly ePub standard) Email marketing content, content management and deployment Presence management Experience design (branding, UI, UE)
CAPABILITIES: CHANNEL DEVELOPMENT AND MANAGEMENT Listening tool analysis and engagement Email marketing Manage initiatives on Facebook, Twitter, Google Buzz platforms and others Content creation (blogs, video, podcasts, ebooks) Content marketing iPhone friendly development and apps Facebook and other third-party API development and apps. Blogger outreach