Foundations of Social Media Strategy

Social Fresh East: It’s Always About

Marketing

connecting BRANDS with CONSUMERS

The Social Roadmap

Know and be an active part in the social landscape Move forward when aligned with prioritized business

objectives Strategy before everything else. All tactics will come once

the overall strategy is in place Integrate social into company values and culture. High-performance execution Measure, analyze, optimize

About Me

4

StrategyJQ

Twitter: jquig99 Strategic consultancy that connects brands to consumers through

conversation, advocacy and community Founded in January 2011, after 2 company sales in 2 years, 4 in 10

years 18 years of experience in the industry that spans from traditional

marketing, starting digital marketing practices at NYC agencies and onto emerging technologies

In the last few years, have worked on social strategy/execution programs for companies including Coca Cola, Panasonic, Verisign, Inc., Allstate, and AutoTrader

Social is not a budget item – conversation is something that should be infused into every piece of a marketing/business plan

There is No Shortcut

Big Picture

Remember: You are a Marketer. Not just a Social Media Marketer.

Ongoing Advisory

Community/Hub

Social Presence

Conversation Integration

Strategic Planning

Solution Architecture and Social Media Activation

Str

ate

gy

Acti

vati

on

Advocate/Community Activation

Strategic Deliverable: The Social Framework

A baseline quantitative and qualitative assessment of brand, competitive and category mentions and presences in the social mediasphere.

Discovery: Conversation & Competitive Audit

Discovery: Stakeholder Interviews

Conduct Interviews• Internal stakeholders

Assess Social Media Readiness• Determine internal needs, interests, requirements and limitations,

social media proficiency.

Reconcile POV’s• Identify common threads among various stakeholders• Draw insights

PAID MEDIA• Print, TV, Radio &

Out of Home• Events• In-Store Experiences• Retail Shopping• Word-of-Mouth

Social Unites, Unifies & Integrates

Physical

VirtualDigital

EARNED MEDIA• Social Networks• Photo/Video Sharing• Blogosphere• Influencer Engagement• Microblogging• Cons Generated Content• Mobile Apps• Virtual Worlds

OWNED MEDIA• Websites & Microsites• Online Display• Search• Email Marketing• Branded Content• Branded Community

SOCIAL

NON MEDIA

Development of strategic plan document that represents key insights, a 12-monthstrategic vision/positioning, a strategic framework for the tactical plan, and a high

levelroadmap that can be turned into a near-term plan.

Strategic Plan

Long Term Vision

Strategic Framework

Near Term Action Plan

Create a Scorecard

All tactics should be aligned with overall business strategy and goals - You can have the a crazy, sexy program idea – it means nothing if it doesn’t service business objectives

Beware the Secret Language of Clients

Hidden agendas – always ask, “How is this program going to be really judged in the C-Suite after we make these goals? What are they looking for that are missing here?” There’s always an answer that points to a huge red flag.

Quick Case Study #1

Regulated Industry #1– Surprisingly Social Insurance Company

• Had it’s own SM division• Culturally, mostly “in”• Very successful national ad campaign • Had run a number of programs with limited success• Other divisions, influential to overall budget, not seeing strategic

direction, any ROI or accountability• A lot of differing opinions on objects, goals, direction, etc. which no

one really communicated to each other.

You Say “Value”, I Say “ROI”

Guess what – It’s not about “Likes”

Of course your fans are going to buy your products $%^ percent more than non-fans. They already have!

Let’s Play Poker

Too many marketers are focused on engagement as an outcome – that’s just table stakes.

Let’s Up the Ante

Next level is driving your fans to action – polls, links, advertising

Companies are Taking Action

Proctor and Gamble Coca-Cola McDonalds

It’s ALL About Hot Action

Driving an individual’s action is good – what we really want is hot GROUP action. Driving your customers to create customers - they buy, then tell their friends to buy (and so on, and so on…)

To Pay or Not to Pay:What Are Advocates

Worth?

Beware the Blah, Blah, Blah

We’ve all heard the crap about “if you build a Facebook Page, you build an army of fans who will advocate for you for free!!” How’s that working for you?

Beware the You Talkin’ To Me?

The right Advocates are priceless. And it’s a job. Anytime you ask someone to use their time for you, it’s worth compensation. You get paid for your work, so should they.

Advocacy Programs

Empower Your Fans: – Give them the tools to advocate for you – badges,

banners, avatars– Use polls, caption contests and small scale

promotions to find the True Fans among your followers

– Highlight a Fan monthly on social presence Empower Your Employees

– Create a program for employees to contribute in a powerful way, with content, updates, posts, etc.

– Highlight an artist monthly with their favorite tips and products

– Updates as part of the Content Calendar so that no duplicate content, etc. posts within that month

Quick Case Study #2:

Panasonic’s Living in HD Community:– Initially created for LIHD families, then pushed to public– Created a Content and Promotional strategy that extended

offline– 450 during initial public month (April), was at 10,000 by June– Social Momentum – Community Kate– Content – Welcome Experience, Highlight Active Members– Promotions – 30x30– Events – SXSW– Advocacy – LiHD Insiders

Case Study: Panasonic Living in HDCES Influencer “In-Reach” Diggnation Lives in HD

“Organic” Content Creation LiHD “Insider”

Thank You

Get in Touch

Ways to Connect:– Twitter: jquig99– Facebook/janequigley or /strategyjq– www.janequigley.com