Social Media Final Overview

MARY LOU ROBERTS April 2009April 2009

WHAT I’VE LEARNEDABOUT SOCIAL MEDIA MARKETING

SPRING 2009

MARY LOU ROBERTS April 2009

CAVEAT

I Had Read All the ArticlesBefore I Assigned Them.

Favorites:• The Contribution Revolution• Transformation of NPR Online PR• Awareness Networks on Best Practice Communities http://www.awarenessnetworks.com/what/best-practice-communities.asp


REPRESENTATIONS OF SOCIAL MEDIA

http://www.briansolis.com/2008/08/introducing-conversation-prism.html


IT’S DIFFICULT TO

• Understand Social Media as Part of the Marketing Communications Mix

• Understand Social Media from a Strategic Perspective

• Come to Grips with How Much Work Is Involved

• Make the Organizational Case for Social Media


STRATEGY ISSUES


FAR DOWN ON THE HIERARCHY

http://diy-marketing.blogspot.com/2009/04/where-does-social-media-fit.html


METRICS, YES – STRATEGY POINT ALSO

STRATEGY NEEDS A “HUB”Website, Community, Other Content Site

AND DRIVERS

http://www.slideshare.net/mlr/social-media-metrics-1068636


STRATEGY DEVELOPMENT PROCESS


LARRY WEBER HAS ANOTHER SET OF STEPS

1. Observe/Create Customer Map 2. Recruit Community Members3. Evaluate Online Conduit (Driver) Strategies4. Engage Communities in Conversation5. Measure Community Involvement6. Promote Your Community (To the World?)7. Improve the Community’s Benefits (Value)

Marketing to the Social Web


FACEBOOK HEAT MAP- CUSTOMER LOCATION


MOST VALUABLE BOOKS?

• Scott, David Meerman. The New Rules of Marketing and PR (Wiley (November 3, 2008)

• Weber, Larry. Marketing to the Social Web, (Wiley, June 22, 2007).


M0ST UNDERAPPRECIATED ISSUE

• Social Media/Networks Allow Identification of– Groups– Segments– Niches– Specialists– Influencers

• For Specific, Personalized Targeting– Depending on Your Objectives/Target Audience


MOST UNDERAPPRECIATED - II

Marketing Research Plays a MINIMAL ROLE

in This Type of Targeting.

Marketing/Social Media BEHAVIORSKey to Successful Segmentation.


OBJECTIVES AND METRICSARE INEXTRICABLY LINKED


BEHAVIORS – AND SATISFACTION

Global Measures

Satisfaction Surveys- 4Q

Net Promoter Score

http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html


SOCIAL MEDIA MARKETINGIS LABOR INTENSIVE


FILTERS CAN HELP- HUMANS REQUIRED

• Must Have Content/Community Guidelines– http://push.pickensplan.com/notes/Community_Guidelines

• Assign Responsibility and Monitor Consistently

• Have Engagement Guidelines– When/How to Reply; When to Ignore

http://push.pickensplan.com/notes/Community_Guidelines


CAN YOU CONVINCE UNBELIEVING/UNWILLING

MANAGEMENT?


NEED TOP MANAGEMENT CHAMPION

• Get Small Projects Approved– Have Strategic Impact– CAN BE TRACKED TO SUCCESS MEASURES• Social Media Metrics• Key Performance Indicators

• Demonstrate Return on Investment• Have a Clear “Next Steps” Vision


MY OVERVIEW***

SOCIAL MEDIA MARKETING MYTHS


SOCIAL MEDIA MARKETING MYTHS

• It’s Easy.• It’s Free.• It’s About Technology.• Social Media Reaches Mass Audiences.• Marketers Can Talk About Their Products.• All Internet Users Will Participate.• Management Will Understand the Potential.• We’ll See Results Right Away.• We’ll Put It Up and It Will Take Care of Itself.


STILL TO COME


THE FUTURE OF THE SOCIAL WEB


FUTURE CUSTOMER RELATIONSHIPS

http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-Media-The-Five-Year-Forecast-53635.aspx


YOU WILL HELP WRITETHE NEXT CHAPTER!

Business

Social Media Final Overview