A strategic framework for social media

A Strategic Framework for Social Media

Presentation for stART.10 Conference Duisburg, Germany

The changing environment of culture, media and marketing

Social media as a tactical effort in integrated marketing communications

Questions?

Formalizing and evaluating your social media efforts

Flipping the marketing funnel and total customer experience

Photo: http://www.flickr.com/photos/viriyincy/

Road Map

Golden Age

vs.

DeclinismPhoto: http://www.flickr.com/photos/reway2007/

Source: Forrester Research, Inc. | Left Brian Marketing by Eric Schmitt | Photo: http://www.flickr.com/photos/videocrab/

1960 Now

Radio stations

4,400 13,500

Magazines 8,400 17,300

Television channels per home

5.4 82

Web pages n/a Billions

1) Buy attention (advertising)

2) Beg for attention (public relations)

3) Bug for attention (sales)

Source: http://www.davidmeermanscott.com/leadership-speaker.htmland Forrester Research, Inc. | Left Brain Marketing by Eric Schmitt Image: http://koyuki-shirai.deviantart.com/art/Puss-n-Boots-11215423

Awareness

Interest

Desire

Action

The Marketing FunnelOld model: persuasion

Orchestra Churn Study

9/10Photo: http://www.flickr.com/photos/essjay/

$199 vs. $4,896

Photo: http://www.flickr.com/photos/amagill/

Dont ask me to marry you after the first date.

Photo: http://www.flickr.com/photos/10279741@N00/

Dialogue

Incentivization

Activation

Acknowledgement

Flipping the FunnelJoseph Jaffes model: interaction

Fourth way to generate attentionEarn attention (social media)

Source: http://www.davidmeermanscott.com/leadership-speaker.html | Photo: http://www.flickr.com/photos/brandoncwarren/

What is social media?

Participation (encourage contributions) Openness (no barriers to content and feedback) Conversation (listening, not just broadcasting) Community (gather around a common interest) Connectedness (content sharing)

Source: iCrossing What is Social Media? Image: http://www.flickr.com/photos/matthamm/

Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano

The Networked Cultural Institution

Simple and transparent organizations

Easy for outsiders to get in and insiders to get out

Networked Nonprofits activate free agents

#operaplotEngaging with a free agentThe right idea, the right time, the right place, the right audience

I didnt really think I had the influence to organize the press or the houses.

the chance to explore the possibilities of Twitter in a no-risk way was appealing.

http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/

the type of people that are looking for a new kind of relationship with performing arts institutions

one that is more transparent and honest rather than the traditional cursive script, lush images and WE ARE AWESOME AT EVERYTHING attitude

Image: http://www.smashingmagazine.com/

Moderate your tone of voice for these media. Marketing speak does not work. Speak to the audience in the same way as you would a friend.

- Jo Johnson, marketing manager

LSO: Real Conversations

Reply to any direct questions you get. To not do so is to miss the point of the media altogether.

Jo Johnson, marketing manager

Eso que se conocecomo la opera [This is known as the opera]

Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/

Exceeded 2 million views in just two months

http://www.youtube.com/user/atenordelaopera

4 million views!

esoqueseconocecomolaopera.compurpose-built micro site | 30,000 visitors in two months

Facebook(2,512 fans)

Twitter(323 followers)

Myspace(601 friends)

Flickr(500 views)

Comments 500 comments

Other commentsFacebook 150YouTube 2,000

SentimentPositive 95%Negative 2%Neutral 2%

Print brochureIncluded 40% off coupon

to bring the Palau to the community, make people feel that the place is theirs and they can enjoy it"

the only requirement that we might consider essential is the ability to feel and have emotions- Xabier Colinas, marketing director

without cultural buy-in, organizational resource allocation, system integration, and best practices are like a transplanted organ rejected by its host body

Joseph Jaffe: Flip the Funnel | Photo: http://www.flickr.com/photos/anvancy/

93%

80%

60%

47%

40% 40% 40%

33%

20%

Facebook Fan Page

Twitter YouTube Podcasting Facebook Group

Myspace Flickr Blogging Other

Percentage of orchestras active by platform

Nearly three-quarters of the orchestras indicated that they are currently planning and writing social media into the communications or marketing strategy.

Orchestras and Social Media Survey

First steps: tactical coordination

Achieve consistency and synergy between functional efforts

Development of overall communication policies and practices

Interpersonal and cross-functional communication acrossdepartments

One sight, one sound

Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz

Prominent feature on front page

Highlighting all options on sub

page

St. Louis:cross-platformintegration

Blog featured on front page

Foursquare

Twitter

iPhone App

Custom Facebook tab with targeted information

Facebookintegration

Foursquare Mayor SpecialsCheck-in SpecialsFrequency-based SpecialsWildcard Special

iPhone appsSource: InstantEncore.com

(But dont forget Blackberry and Android!)

Mobileintegration

Employer

Legal issues Openness Trust Understanding

Employee

Legal issues Transparency Accuracy Responsibility

Formalize your policy* 87% does not have an internal policy * 40% does not find a need for one

http://sites.google.com/site/wharman/social-media-strategy-handbook | http://www.ibm.com/blogs/zz/en/guidelines.html

Formalize your team

Photo: http://www.flickr.com/photos/dunechaser

Shatter the silo and integrate social across all marketing efforts now.

Market Research Institutional Web site Intranet E-mail marketing SEM / SEO eCommerce Mobile marketing

Advertising Print Television Radio

Sponsorships Point-of-Sale Group sales

Source: http://www.web-strategist.com/blog/2010/08/30/cmo-matrix-how-social-technology-must-integrate-with-traditional-marketing-a-horizontal-approach/

Next steps: redefining scope of marketing communication

Look beyond communication efforts: incorporate customer insight at all points of contact [total customer experience]

Scope of marcom activities broadens to encompass internal marketing [cultural buy-in]

Gather patron behavioral data


Next steps: financial and strategic integration

Skills and data to drive strategic planning Strategy rooted in audience knowledge Googles Database of Intentions

Return-on-customer investment measures Formalize your performance measures Communications: behavior change Marketing: financial value of that behavior


What are you evaluating?

Social media is a tactical effort

within a strategy for behaviorchange

Photo: http://www.flickr.com/photos/marcwathieu/

Define your goal

The question is: what is the change your organization is trying to achieve over five to ten years?

A mission statement-inspired goal

Photo: http://www.flickr.com/photos/keylosa/

New York Philharmonic | mission statement

To maintain and foster an interest in the enjoyment of music and musical affairs, and to inculcate in its members in the community of New York city and the nation at large, an interest in symphony music and in order to foster such interest and the appreciation of music, among other things to cause the performance of symphonic and other musical performances in the concert and other halls, over the radio, television, by phonographic recordings, and in any other manner now known or hereafter to be.

Summary

Adapt to changing environments Total customer experience Social media a tactical effort in an integrated

marketing communications strategy

Formalize your efforts Evaluate your efforts Mission statement-inspired goals

Questions?

A Strategic Framework for Social MediaSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Orchestra Churn StudySlide Number 8Slide Number 9Slide Number 10Fourth way to generate attentionSlide Number 12Slide Number 13Slide Number 14The Networked Cultural InstitutionSlide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Orchestras and Social Media SurveyFirst steps: tactical coordinationSlide Number 30Slide Number 31Slide Number 32Formalize your policyFormalize your teamShatter the silo and integrate social across all marketing efforts now.Next steps: redefining scope of marketing communicationSlide Number 37Next steps: financial and strategic integrationWhat are you evaluating?Define your goalSlide Number 41SummarySlide Number 43

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A strategic framework for social media