Digital Marketing Presentation – Strategic Integration of Social Media (MKTG-7546, Module 7)

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

Marketing Industry Report

• How do I measure the effect?• Integrate and manage?• Improve customer

engagement?• Best practices in marketing?• The time suck syndrome?

Social Terminology Today

• Atom Feed – syndication feed format of information (think Twitter content)

• Blogroll – list of bloggers that appear on a blog site, a recommendation of influence

• Drupal – open-source community for creating social networking sites

Social Media Measurement

• Simply Measured

• Twenty Feet

• Sprout Social

• Drive them crazy• Top 10 PPC Mistakes

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STRATEGIC INTEGRATION OF SOCIAL: TRADITIONAL MARKETING AND BEYOND

MKTG-7546 Marketing in a Digital Age

M A R K E T I N G

I N T E G R AT I O N

R O A D M A P S

Consumer Approach

• Understanding your consumer• How do you want to express

yourself through social media• Create a consistency plan• Social media content strategy• Integrate with your business

(start tweeting)

POST Model of Integration

• POST– P = People• Who are you trying to engage?

– O = Objectives• What are you trying to achieve?

– S = Strategies• What will it look like when you’re done?

– T = Technologies• What are the tools you plan to use?

Integration Roadmap

• Capability building• Pilot mode• Integration mode• Leverage mode

A Personal Brand

S TA G E S O F A D O P T I O N

I N T E G R AT I O N

Stages of Adoption

1. Observe and report– Listening and tracking of conversations– Reporting on distilled conversations

2. Setting the stage– Create your official presences across networks– Rate of mentions, overall sentiment, connection

Stages of Adoption

3. Socializing media– Joining the conversation, reactive engagement

and proactive broadcasting of activities– Social media triage, addressing crises– Continue basic measurements (mentions, size)

4. Voice and sense of purpose– Define our markets, surface pain points, inspire

and learn – actually hear the customer– Begin relevance and focus; avoid chatter

Stages of Adoption

5. Turning words into action– Listen, observe and then understand stakeholders:

challenges, objectives, options and experiences– The beginning of captivating content

6. Humanizing and defining the experience– A socialized version of the brand– Challenging the technological determinism of our

current architecture (pages, messages, processes)– Move from dead (web site) end to an interactive

launch (our community)

Stages of Adoption

7. Community– Cultivation and fusion of affinity, interaction,

advocacy and loyalty– Social architects of building experiences people

desire (through our understanding)

8. Social Darwinism– Begin to create workflow to support engagement,

production and ongoing evolution– Social Customer Relationship Management

program of interconnectivity

Stages of Adoption

9. Socialization of Business Processes– Value chain to combine technology, principles,

philosophies, and processes– Realization that all people are equal (not just

customers – an internal shift)

10.Business Performance Metrics– True measurement of practices– Identifying the true meaning and opportunity of

interaction, directions and actions

S O C I A L I N T E G R AT I O N

C O N S I D E R AT I O N S

Statistics & Numbers

• Socialtimes 13

• Fun with Social

• 75.6% of statistics are false

Types of Complaints

Complaint• The simple query/complaint• The rant

• Complaint-resolution website tweet

• The last resort

• The blog post

Answer• Using current knowledge• Address the issue and

report back• Handle on the platform of

origination• Empathy is key, focusing on

these in the future as well• Answer on the blog and

never ask for a retraction

Types of Complaints

Complaint• The complicated complaint

• Hashtag maker

• RT if you agree• I won’t stop until you solve

my query• Complaints about slow

social media response

Answer• Follow-up and let them

know it will take time• If they are influential, this is

imperative to answer• Address the originator • Attend to their needs and

block them if they are belligerent

• Upfront on policies

Social Media Triage

• ASCE Social Media Triage Chart

• Air Force Response Assessment

Objectives Development

Social Media Response Flowchart

• Review, evaluate and respond

B U S I N E S S I N T E L L I G E N T

-Sheralyn Pratt

• Ninjas, at their cores, are rebels. They’re not up in everyone’s face about it, though. Ninjas know that in their day-to-day lives they must appear normal, even ordinary. But when certain things need to be done? They don the persona of an icon and take care of business.

Group Discussion

• True Value: Latent Conversions

• Four Inactionable KPI Techniques

• Search: Optimal Long Tail Strategy

• Search: Advanced Pay-per-Click Analyses

Basic Measurements

• Social bookmark inclusion

• Increase in searches due to social media activity

• Geography of participants

• Method of content discovery (search, pass-along, discovery)

SiS Model for Integration

Social Integration Strategy (SiS)

Assessment

Alignment

Culture

Technology

Metrics

Policies & Procedures

Action Plan

Alignment• Current goal applications•Potential points of integration•Financial aspects

Assessment• Understand the landscape•Company & competitive standing•Social Media Audit

Culture• Who are our people•Profile of our customers•Cultural barriers to integration

Technology• Solidify integration needs•Technology evaluations•Culture comfort

Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators

Policies• Component importance•Asset allocation •Procedural development

Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)

Assessment

Assessment• Understand the landscape•Company & competitive standing•Social Media Audit

Assessment

• Social Media Metric Audit

• Perceptions on the data

• Industry benchmarks

Alignment

Alignment• Current goal applications•Potential points of integration•Financial aspects

Alignment

• Align organizational goals with measurements

• What do we want/can we measure

• Explore measurement options with

Culture

Culture• Who are our people•Profile of our customers•Cultural barriers to integration

Culture

• Belief in the data

• Data usages outside ‘good to know’

• Customer learning vs. operational input

Technology

Technology• Solidify integration needs•Technology evaluations•Culture comfort

Technology

• What technologies provide the needed data?

• What data/technologies do we understand?

• A cry for help (assistance)

Metrics

Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators

Metrics

• Search engine optimization

• Social media measurement

• Integrated, nonline programs

Policies• Component importance•Asset allocation •Procedural development

• Handling the data

• Procedures in implementing change– Data driven decisions

• Trigger mechanisms for investment

Action Plan

Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)

Make sure you read the chapter listed above – we are deviating from the syllabus to make sure the right content is covered at the right time!!!!!

• A Framework for Social Analytics• Clifton, Chapter 1• Clifton, Chapter 5• Clifton, Chapter 6

NEXT WEEK

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YOUR MISSION…IF

YOU CHOOSE TO ACCEPT

• What is your model for social media?

• Create the model below and explain each point:

Digital Marketing Presentation – Strategic Integration of Social Media (MKTG-7546, Module 7)

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