nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

How to Set Social Media Business GoalsDetermining Why Social Media Is a Good Fit & How You Can Use It to Better Your Brand

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Aligning Social Media with Business Goals

‣ Why We Need Goals

‣ What Can Social Media Do

‣ Case Studies of Each Use

1

Why We Need Goals

“– albert einstein

“Everything that can be counted DOES NOT NECESSARILY COUNT. Everything that counts CANNOT NECESSARILY BE COUNTED.”

A Delicate Balance

Photo via Flickr user aeu04117

Gary Vaynerchuk on NielsenIf this is how social media was tracked and I tried to sell it to a room full of executives today, don’t you think they might point out some big holes in the system?

Photo via Flickr user Silicon Prairie News

“– rudyard “why am i in a marketing talk?” kipling

“I keep six honest serving men – (They taught me all I knew); Their names are

WHAT and WHY and WHEN and HOW and WHERE and WHO.”

Photo source: Wikimedia Commons

Unpacking the “Serving Men”‣ WHY are we doing this? — Business objective

‣ WHAT are we doing? — Something with social media*

‣ WHEN does this happen? — Timing

‣ WHERE does this happen? — Offline & online space

‣ WHO does this involve? — Personnel

‣ HOW do we get it done? — Tools * Are you sure it has to be social media?

The Business Objective

Photo via Flickr user m.gifford

2

What Social Media Can Do

5 Uses of Social Media‣ Branding

‣ Sales

‣ Market Research

‣ Customer Service

‣ Lead Generation

No BS 7 Uses of Social

‣ Brand Awareness

‣ Protect Brand Reputation

‣ Enhance Public Relations

‣ Build Community

‣ Enhance Customer Service

‣ Facilitate Research and Development

‣ Drive Leads and Sales

‣ Branding

‣ Community Building

‣ Public Relations

‣ Market Research

‣ Customer Service

‣ Leads & Sales

The 6 Things Social Media Can Do

3

Case Studies of Each Use

Branding

Building a Brand

Growing a Brand

The New Water Cooler

Photo via Flickr user pupismyname

Protecting a Brand

Photo via Flickr user Robert W. Howington

Protecting a Brand

Photo via Flickr user Robert W. Howington

Community Building

Photo via Flickr user Pat Scullion

Scissors Community

Community Control

Community Building

Public Relations

Photo via Flickr user comedy_nose

Integrating Social + PR

Connecting with the Public

Potential Sponsor

Sponsor

Participant

Observer

Market Research

Capturing Ideas

Listening to Customers

Responding to Customers

Feedback on Packaging

Customer Service

People Will Say Bad Things ...

Photo via Flickr user Robert Couse-Baker

Forgiving Culture

Photo via Flickr user World Economic Forum

Leads > Sales

Photo via Flickr user Tracy O.

Social Sales Funnel

Lead Generation

And, YES, Sales!

Launch = Leads + Sales

We can lower the amount of traditional advertising we do and see massive cost savings.

WE SPEND 10 CENTS ON THE DOLLAR.

- Jim Farley, Ford

4

Coming Full Circle

Consumer Data Supports This

Business Research Supports This

The Perception Gap

Source: barnickeldesign.com

Why ‘Why’ Is Important

‣ Getting the Right Channel Plan in Place

‣ Allocating Resources — People & Tools

‣ Determining Integration

‣ Goals Set the Stage for KPIs

Why Do You Follow Brands?

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard