Social Media Marketing and Strategy

Social media marketing and strategy

March 14 | 2011

Presentation available on www.slideshare.net/petersvarre

Social media is

Nonsense!

Social media are not

media

What are media?

Mediating a message

We won the war

We won the war

We won the war

We will win the war

Mission accomplished

The Internet was just anotherMedium

Internet

Newspapers

Internet

ads

But the Internet is NOT another

Medium

The Internet has mediated us all

The age of

Mediation

why do we do it?

But

Because it has become our

identity

Cogito ergo sum has becomeI blog/Tweet/Facebook/Youtube/flickr therefore I am

What is the consequence?

Cacophony

The winners in the 2.0 economy are the ones who are able to tune in to the cacophony

Those who can exploit our need to create content

3 Consequences

1 Deportalization

Companywebsite

Wikipedia

Facebook

Twitter

User reviews

Blogs

Pricecomparison

Mobile apps

Company

Company

PR/Com

Marketing

Gat

ekee

per m

edia

2 Transparency

Company

Facebook

Twitter

BlogsYoutube

Linkedin

2 Transparency

3 Cultural change

5 things to remember

S.C.O.R.E

Be socialS.C.O.R.E

Be Social: All business is about social relations

Social media simply amplifies your voice

Be co-creativeS.C.O.R.E

In your marketing

In your product development

Be openS.C.O.R.E

Be rewardingS.C.O.R.E

Be Rewarding: Money, honour, a batch...

Be evaluatedS.C.O.R.E

Be evaluated

#petersvarretalk

Social media strategy

The product?

Physical products

Digital products

Low interest High interest

Very low potential for social media

Some potential for social media

Some potential for social media

Great potential for social media

The market?

The customer?

Digital vs. non-digital?

Active on social media? (beware!)

Competitive vs. collaborative?

Aspirations?

Identity?

Oral/visual/textual?

Mobile vs. non-mobile?

Product development How can you improve your existing products by adding social features?

Product developmentHow can you improve your existing products by adding social features?

•Build community around your product•Add sharing functionalities (share how you use the product)•Add digital by-products (if your own product is not digital as a start)•Add rating systems•Add tagging systems•Add commenting/discussion around your product•Deportalize your product (or by-product)•Crowdsource the development of your product

Marketing How can you make your (potential) customers talk about your product?

Product marketingHow can you make your (potential) customers talk about your product?

•Give them a reason to talk or act•Market to your existing customers•Deportalize your communication•Create digital by-products which are social and support the use of your product or your brand.•Give away the product or parts of the product for free•Create community around your product•Give people access to improve your product•Give people access to rate your product•Give people access to talk about your product•Give people access to talk to each other about your product (tips & tricks, improvements, better uses, etc.)•Make it possible for customers to tell other customers when they are using your product•Give access to all information about the product and how it is produced (and add sharing functionality)•Reward participation around your product

Company positioning How can your company become part of the conversation about the company and its

products?

Company positioningHow can your company become part of the conversation about the company and its products?

•Become mediated in everything you do•Share valuable information – become an information hub•Aggregate valuable information – become an information hub•Be open – don’t hide anything•Be honest•Listen to the conversation and participate in spaces where people talk about your: •Company•Products•Subjects related to your products

•Invite people inside the company•Show off your employees•Encourage employees to participate in social media•Create a social media charter for your employees if necessary•Make people part of your product/business/brand development

Internal communicationsHow can you leverage social

technologies to make your employees engage in conversation?

Internal communicationsHow can you leverage social technologies to make your employees engage in conversation?

•Make it possible for employees to stage themselves on the social platforms•Break down barriers between the external and internal so that employees can use their existing social profiles within the organization and vice versa•Make it possible for the employees to show many facets of themself (work, sports, culture, fun, etc)•Reward the use of social platforms•Elevate employees who are good at using the social platforms•Make it fun/interesting/relevant to use the social platforms•Eradicate the rigid barrier between business and social•Make participation on social platforms a necessity for a career within the company•Create a connection between the social media realm and real events and happenings in the company•How to do it:

•Use existing social media technologies like Facebook or Twitter•Use easy modifiable tools such as Wordpress•Use specific social media tools made for internal use Yammer, 23video etc.•Build your own social media solutions from the bottom up

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