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A Realist's Guide to Social Media Strategy

Sue Spaight
Sue Spaight

Overview of what social strategy is, why it is important, how to do it. With examples of social media, social marketing and social business strategies including results.

1 of 50
A Realists Guide to Successful Social Strategy 14 October, 2009
I am not a social media expert. I am a strategist who also knows social VP/Account Management and Digital Strategy Brand, marketing, communication strategist 20-years experience, American Airlines, Gateway computers, Harley-Davidson, numerous other local/ regional brands
Hi. Im Sue Spaight. Im here to poke you in the eye and make you think. @Tom Martin Sue calls B.S. on me and makes me think harder. @Jason Falls
A Realist's Guide to Social Media Strategy
Marketers are like kids at Ritas candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we dont feel confident outlining one unless were sure its going to work. -Seth Godin
Get real. Being social is not a strategy. If you jump into it with no clear strategy, you have absolutely no right to expect it to work.
Todays topics Social Strategy: What is it? Why do it? How? Strategies behind some successful social brands Q&A
What is a strategy?
Social media is not a strategy. Its a channel (set of tactics).
Multimedia is not a strategy. Its a tactic.
Strategy is the road. It answers how you will engage.
GOAL: 29,029 Feet OBJECTIVES: Reach top of Everest; dont die STRATEGY: Be as prepared as humanly possible TACTICS: Intense training; best climbing team; right route for weather; use best tools available
OBJECTIVE: Resolve dissatisfaction STRATEGIES: Listen, learn, participate; tell our story; engage customers by sharing info that matters TACTICS: blog response, Direct2Dell community
Three levels of social Social Business: At heart of the organization Social Marketing: Impacts product, distribution, etc. Social Media: Another communications channel
Social Media Strategy Mount Fuji: 12,388 feet
Listen & be responsive. Social Media Strategy Mount Fuji: 12,388 feet
Responded to my Twitter product inquiry immediately... at 7AM on a Sunday. For a company that is all about listening, that is very strategic.
Put a human face on the organization. Social Media Strategy Mount Fuji: 12,388 feet
With at least 198 employees on Twitter, the Zappos social strategy is personality-driven and the logical extension of their service culture.
18 months after the launch of the blog, online mentions had almost doubled, and positive mentions had increased from 68% to 83%.
Entertain or Inform. Social Media Strategy Mount Fuji: 12,388 feet
A Realist's Guide to Social Media Strategy
Tell strategic stories. Social Media Strategy Mount Fuji: 12,388 feet
Proof: stories change perceptions. The Trans Courtesy Tom Martin www.tommartin.typepad.com
Consider a storytelling strategy Build social around your core brand idea One of the most underutilized social strategies This does not mean create a press release feed
Create a community of ambassadors to spread the love. Social Media Strategy Mount Fuji: 12,388 feet
Brand awareness equal to model on market 2-3 years 50,000 interested prospects 97% not current Ford owners
There are now more than 5,000 members. Branded mentions of Fiskars products are up 600%. Sales are up. The program successfully made crafters value Fiskars beyond price.
Everyone has ineffectual cousins Create something viral Push out messages Do this to win this
Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
Create insider vibe with special social- only promotions Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
>$2 million direct revenue since 2007 Also driving interest in/purchase of new product
Caution For most brands, there is a higher order social strategy Dell earned its success selling direct on Twitter by creating passionate community elsewhere first This does not mean forget all this relationship- building stuff, get out there and sell, sell, sell
Empower employees. Facilitate service. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
I think Twelpforce can be a catalyst to think very differently across our company about customer service. It begins to really blur the lines between customer service and traditional one-way marketing communications. -Barry Judge, CMO of Best Buy
Collect ideas/ Invite customer input Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
There are now more than 5,000 members. Branded mentions of Fiskars products are up 600%. Sales are up. The program successfully made crafters value Fiskars beyond price. The Dell community has contributed 12,698 ideas, posted 87,031 comments and promoted 692,897 times. Dell has implemented 379 ideas.
These conversations are going to occur whether you like it or not. You can learn from them. You can improve your reaction time. And you can be a better company. Whats most important in the long run is how we learn from any situation and improve for our customers. -Michael Dell
Customer experience is social strategy job #1 Great product - people will know Bad product - people will know Speed and power of dissemination is proportional to the degree of superiority or defect Technology will continually make it faster and easier to access, organize and use information The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
Social Business Strategy Mount Everest: 29,035 feet
True brand integrity is a powerful engagement facilitator How a brand treats: customers employees community environment The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
A Realist's Guide to Social Media Strategy
A Realist's Guide to Social Media Strategy
Launched in 2005. Sales in 2007 grew at three times the rate of category growth. Raised >$4 million for shelters.
Why social strategy? Clarify how you are going to achieve an objective Know how to apply the tools Know what success looks like
How to create your own social strategy Most social strategies are hybrids Know what social level on which you want to play Be a realist! Aim high, but baby steps are often the best start Listen and respond is an excellent starter strategy
How to create your own social strategy Learn from others, but tailor to your situation Flows from business, marketing, brand strategy What element of plan best extends into social? Build social around your essential brand idea or a core element of your value proposition If you dont know these things, take a step back
Strategist coordinates sspaight@meyerwallis.com www.spaighttalk.com twitter: @suespaight 414.224.0212
Bibliography/Credits 際際滷 4: David Armano, Dachis Group 際際滷 5: Seths blog: sethgodin.typepad.com 際際滷 11: Denise Kohnke, Laughlin Constable 際際滷 13: Dell, presentation, Social Media Strategy, slideshare.net 際際滷 20: Mack Collier, presentation, What Rockstars Can Teach You About Kicking Ass With Social Media, slideshare.net 際際滷 24: Tom Martin, presentation, Can One Man, and iPhone and Twitter Change Consumer Perception of Mardi Gras, slideshare.net, tommartin.typepad.com 際際滷 27: Ford Fiesta Movement Reaps 50K Potential Buyers on $0 Ad Budget, adrants.com
Bibliography/Credits 際際滷 28: How a Social Community Became a Veritable Sales Force, BL Hochman, whatsnextblog.com 際際滷 32: ideastorm.com 際際滷 35: barryjudge.com 際際滷 37: Dell Outlet Surpasses $2 Million on Twitter, community.dell.com 際際滷s 39, 41 Karlson Consulting, karlsonconsulting.com, marketingmeritocracy.blogspot.com 際際滷 44, The Brains Behind Great Ad Campaigns, 2009, Margo Berman

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A Realist's Guide to Social Media Strategy

  • 1. A Realists Guide to Successful Social Strategy 14 October, 2009
  • 2. I am not a social media expert. I am a strategist who also knows social VP/Account Management and Digital Strategy Brand, marketing, communication strategist 20-years experience, American Airlines, Gateway computers, Harley-Davidson, numerous other local/ regional brands
  • 3. Hi. Im Sue Spaight. Im here to poke you in the eye and make you think. @Tom Martin Sue calls B.S. on me and makes me think harder. @Jason Falls
  • 5. Marketers are like kids at Ritas candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we dont feel confident outlining one unless were sure its going to work. -Seth Godin
  • 6. Get real. Being social is not a strategy. If you jump into it with no clear strategy, you have absolutely no right to expect it to work.
  • 7. Todays topics Social Strategy: What is it? Why do it? How? Strategies behind some successful social brands Q&A
  • 8. What is a strategy?
  • 9. Social media is not a strategy. Its a channel (set of tactics).
  • 10. Multimedia is not a strategy. Its a tactic.
  • 11. Strategy is the road. It answers how you will engage.
  • 12. GOAL: 29,029 Feet OBJECTIVES: Reach top of Everest; dont die STRATEGY: Be as prepared as humanly possible TACTICS: Intense training; best climbing team; right route for weather; use best tools available
  • 13. OBJECTIVE: Resolve dissatisfaction STRATEGIES: Listen, learn, participate; tell our story; engage customers by sharing info that matters TACTICS: blog response, Direct2Dell community
  • 14. Three levels of social Social Business: At heart of the organization Social Marketing: Impacts product, distribution, etc. Social Media: Another communications channel
  • 15. Social Media Strategy Mount Fuji: 12,388 feet
  • 16. Listen & be responsive. Social Media Strategy Mount Fuji: 12,388 feet
  • 17. Responded to my Twitter product inquiry immediately... at 7AM on a Sunday. For a company that is all about listening, that is very strategic.
  • 18. Put a human face on the organization. Social Media Strategy Mount Fuji: 12,388 feet
  • 19. With at least 198 employees on Twitter, the Zappos social strategy is personality-driven and the logical extension of their service culture.
  • 20. 18 months after the launch of the blog, online mentions had almost doubled, and positive mentions had increased from 68% to 83%.
  • 21. Entertain or Inform. Social Media Strategy Mount Fuji: 12,388 feet
  • 23. Tell strategic stories. Social Media Strategy Mount Fuji: 12,388 feet
  • 24. Proof: stories change perceptions. The Trans Courtesy Tom Martin www.tommartin.typepad.com
  • 25. Consider a storytelling strategy Build social around your core brand idea One of the most underutilized social strategies This does not mean create a press release feed
  • 26. Create a community of ambassadors to spread the love. Social Media Strategy Mount Fuji: 12,388 feet
  • 27. Brand awareness equal to model on market 2-3 years 50,000 interested prospects 97% not current Ford owners
  • 28. There are now more than 5,000 members. Branded mentions of Fiskars products are up 600%. Sales are up. The program successfully made crafters value Fiskars beyond price.
  • 29. Everyone has ineffectual cousins Create something viral Push out messages Do this to win this
  • 30. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
  • 31. Create insider vibe with special social- only promotions Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
  • 32. >$2 million direct revenue since 2007 Also driving interest in/purchase of new product
  • 33. Caution For most brands, there is a higher order social strategy Dell earned its success selling direct on Twitter by creating passionate community elsewhere first This does not mean forget all this relationship- building stuff, get out there and sell, sell, sell
  • 34. Empower employees. Facilitate service. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
  • 35. I think Twelpforce can be a catalyst to think very differently across our company about customer service. It begins to really blur the lines between customer service and traditional one-way marketing communications. -Barry Judge, CMO of Best Buy
  • 36. Collect ideas/ Invite customer input Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
  • 37. There are now more than 5,000 members. Branded mentions of Fiskars products are up 600%. Sales are up. The program successfully made crafters value Fiskars beyond price. The Dell community has contributed 12,698 ideas, posted 87,031 comments and promoted 692,897 times. Dell has implemented 379 ideas.
  • 38. These conversations are going to occur whether you like it or not. You can learn from them. You can improve your reaction time. And you can be a better company. Whats most important in the long run is how we learn from any situation and improve for our customers. -Michael Dell
  • 39. Customer experience is social strategy job #1 Great product - people will know Bad product - people will know Speed and power of dissemination is proportional to the degree of superiority or defect Technology will continually make it faster and easier to access, organize and use information The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
  • 40. Social Business Strategy Mount Everest: 29,035 feet
  • 41. True brand integrity is a powerful engagement facilitator How a brand treats: customers employees community environment The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
  • 44. Launched in 2005. Sales in 2007 grew at three times the rate of category growth. Raised >$4 million for shelters.
  • 45. Why social strategy? Clarify how you are going to achieve an objective Know how to apply the tools Know what success looks like
  • 46. How to create your own social strategy Most social strategies are hybrids Know what social level on which you want to play Be a realist! Aim high, but baby steps are often the best start Listen and respond is an excellent starter strategy
  • 47. How to create your own social strategy Learn from others, but tailor to your situation Flows from business, marketing, brand strategy What element of plan best extends into social? Build social around your essential brand idea or a core element of your value proposition If you dont know these things, take a step back
  • 49. Bibliography/Credits 際際滷 4: David Armano, Dachis Group 際際滷 5: Seths blog: sethgodin.typepad.com 際際滷 11: Denise Kohnke, Laughlin Constable 際際滷 13: Dell, presentation, Social Media Strategy, slideshare.net 際際滷 20: Mack Collier, presentation, What Rockstars Can Teach You About Kicking Ass With Social Media, slideshare.net 際際滷 24: Tom Martin, presentation, Can One Man, and iPhone and Twitter Change Consumer Perception of Mardi Gras, slideshare.net, tommartin.typepad.com 際際滷 27: Ford Fiesta Movement Reaps 50K Potential Buyers on $0 Ad Budget, adrants.com
  • 50. Bibliography/Credits 際際滷 28: How a Social Community Became a Veritable Sales Force, BL Hochman, whatsnextblog.com 際際滷 32: ideastorm.com 際際滷 35: barryjudge.com 際際滷 37: Dell Outlet Surpasses $2 Million on Twitter, community.dell.com 際際滷s 39, 41 Karlson Consulting, karlsonconsulting.com, marketingmeritocracy.blogspot.com 際際滷 44, The Brains Behind Great Ad Campaigns, 2009, Margo Berman