Webinar Slides: MarketingSherpa's ROAD Map to Social Marketing Maturity

A Practical Method for Mapping an Effective Social Marketing Strategy

Twitter #SherpaROAD

ROAD Map to Social Marketing Maturity

Jeanne Hopkins Sergio Balegno Director of Marketing Research Director HubSpot MarketingSherpa@JeanneHopkins @SergioBalegno

Social Marketing Maturity – why you need to grow up and start acting your age

MarketingSherpa ROAD Map – a practical method for mapping an effective social marketing strategy

Lots of facts and insights from the 2010 Social Media Marketing Benchmark Report

ROAD Map to Social Marketing Maturity

Two-Dimensional Approach to Mapping an Effective Social Marketing Strategy

Social Marketing Maturity is in Transition

Where Organizations are in the Social Marketing Maturity Lifecycle 33% no process,

platform-centric

40% informal process, randomly performed

23% formal process, routinely performed

Expect majority to be in transition this year

Where are you now and where do you want to be?

Phase I: Trial33%

Phase II: Transition

40%

Phase III: Strategic

23%

N/A4%

Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

How Far Have You Traveled Down the ROAD to Social Marketing Success?

Trial phase focused on Devices (social platforms)

Strategic phase focus shifts to Research, Objectives and Actions

The more mature an organization’s social marketing, the more effective

Research

Research

Objectives

Objectives

ActionsActions

Devices

Devices15%

20%

25%

30%

35%

40%

45%

Phase I: Trial Phase II: Transition Phase III: Strategic

Perc

ent R

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ts b

y RO

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Map

Ele

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Soci

al M

arke

ting

Mat

urit

y Ph

ase


ROAD Map – ResearchWhat do we Need to Know?

Gather intelligence on audiences, social use and competition Monitor dialog, social behavior and

platform preferences

Profile target audiences by social characteristics – silent majority / vocal minority / social authority

Benchmark quantitative and qualitative social metrics

Twitter #SherpaROAD

Monitoring and Measuring the Impact

What are you monitoring and measuring to quantify social media impact?

50% track qualitative metrics like “sentiment”

Missed opportunity to ID and profile audiences

17%

19%

35%

38%

38%

48%

48%

50%

56%

63%

72%

Criteria to identify and profile audiences

Competitive share of social media coverage

Sales conversions or other ROI metrics

Engagement with influential bloggers, journalists, Twitterers, etc.

Progress toward achieving your social media objectives

Leads generated

Search engine ranking position

Sentiment or quality of commentary about your brand or product

Quantity of commentary about your brand or product

Network size in terms of followers, fans, members, etc.

Visitors and sources of traffic


Why we Friend and Follow Companies

What motivates us to track brands and orgs through social media?

“Shopper” issues leading motivator for consumers

Entertainment a missed opportunity – HubSpot

35%

64%

30%

62%

34%

65%

41%

61%

37%

46%

48%

61%

Entertainment - funny or insightful

Learn about specials, sales, etc.

Company culture, environmental resp., workers policies, etc.

Learn about new products / features /

services

Max Connectors Daily All

Source / Methodology: MarketingSherpa and Survey Sampling, Popular Media Study / Fielded Dec 2009, N=1,314

ROAD Map – ObjectivesWhere Are we Going?

Define objectives aligned with target audiences and metrics Segment, prioritize and select target

audiences

Focus on hard, measureable and targeted objectives to win support

Align objectives with metrics traceable to ROI, rather than qualitative measures

Targeting Objectives and Measuring Progress

Does your organization target social media marketing objectives and measure progress in achieving them?

Web site is the hub of the marketing strategy –so traffic most targeted and measured objective

Missed opportunity is targeting cost reductions

20%

26%

28%

31%

34%

36%

53%

56%

56%

73%

26%

31%

40%

53%

55%

57%

32%

24%

30%

21%

54%

44%

32%

16%

10%

7%

15%

20%

13%

5%

Reduce customer support costs

Reduce customer acquisition costs

Improve customer support quality

Improve public relations

Improve brand or product reputation

Increase brand or product awareness

Increase lead generation

Improve search engine rankings

Increase sales revenue

Increase website traffic

Targets objective and measures progressTargets objective but doesn't measure progressDoesn't target objective


Achieving Marketing Objectives

Objectives social is “Very Effective” at achieving, by Social Marketing Maturity

All phases prioritize objectives in same order

strategic phase marketers much more effective at achieving objectives

8%

8%

6%

17%

24%

27%

33%

33%

34%

40%

8%

11%

14%

19%

23%

28%

42%

33%

43%

47%

15%

18%

22%

30%

33%

34%

49%

52%

52%

63%

Increase sales revenue

Reduce customer support costs

Reduce customer acquisition costs

Increase lead generation

Improve customer support quality

Improve search engine rankings

Improve public relations

Increase website traffic

Improve brand or product reputation

Increase brand or product awareness

Phase III: Strategic Phase II: Transition Phase I: Trial


ROAD Map – ActionsHow do we Get There From Here?

Create a social marketing strategy with a tactical plan of action Roles, policies, procedures

Campaign tactics and timetables to execute strategy

Social marketing architecture to connect audiences with content, landing pages, conversion points

“Fast and Easy” Trumps Effectiveness

Effectiveness, Effort Required and Usage of Tactics Summarized

Blogger relations is most effective but requires most effort – low usage

Social networks half as effective but a quarter the effort required –high level of usage

Social networks

Content sharing

Microblogging

Blogging

SMNR

Social media SEO

Blogger relations

Adv

Social sharing

0%

3%

6%

9%

12%

15%

18%

0% 5% 10% 15% 20% 25%

Mos

t Eff

ecti

ve

Most Effort

Sphere size indicates level of usage


Getting Into the Mix With Social

Does your organization integrate social media with other marketing tactics?

83% integrating with other online tactics

Social stands alone in 16% of social marketing programs

Yes, integrated with ONLINE and OFFLINE

tactics52%

Yes, but integrated

with ONLINE tactics only

31%

No, we don't integrate with

other marketing

tactics16%

Yes, but we integrate with

OFFLINE tactics only1%


The Payoff of Integration - Effectiveness

How effective is social media integration with other tactics you use?

Integration with online tactics rules because easily accomplished – link

Online integration also enables tracking from initial engagement to conversion

10%

12%

12%

14%

15%

32%

32%

33%

39%

58%

39%

57%

58%

62%

60%

54%

61%

56%

33%

49%

31%

28%

23%

8%

14%

6%

4%

Print ads (newspaper / magazine)

Broadcast ads (radio / TV)

Paid search (PPC)

Direct mail

Online display ads

Public relations

Search engine optimization (SEO)

Email

Website

Very effective Somewhat effective Not effective


ROAD Map – DevicesLast But Not Least – What Tools do we Need?

Select platforms that fit tactical plan and social architecture Strategy outlives technology –

platform agnostic to this point

ID, assess and select social platforms based on tactical plan

Roll out sequentially, mastering each platform before expanding to next

Finally, Deploying Social Platforms

Which platforms does your organization use for social marketing?

Last step – ID, assess and select the platforms

Focus on tactical fit and effectiveness rather than on “fast and easy”

22%

32%

41%

63%

64%

71%

90%

Company branded or managed wiki(s)

Social bookmarking sites (Digg, Delicious, etc.)

User forums or discussion groups

Multimedia content sharing sites (YouTube, Flickr, Slideshare, etc.)

Company branded or managed blog(s)

Microblogs (Twitter, Jaiku, etc.)

Professional or social networks (LinkedIn, Facebook, etc.)


Monitoring and Measuring Solutions

What type of tools or solutions is your organization using to monitor and measure social media initiatives?

“Free tools” now loaded with features but…

Enterprise level initiative requires comprehensive or custom solutions

16%

20%

58%

82%

Custom tools or solutions developed in-house to monitor and measure

social media initiatives

Paid tools - licensed social media monitoring and measuring solutions

(Radian6, Omniture, etc.)

Free tools used to monitor and measure a specific social site (Twitter

Search, Facebook Insights, etc.)

Free tools used to monitor and measure social media in general

(SocialMention, Google Analytics, etc.)


Take-Aways

Social media marketers need to grow up and start acting their age.

The more mature and strategic an organization’s social marketing becomes, the more effective it is.

Social Marketing Maturity is a process – you need a practical method (ROAD Map) to reach the next phase.

Technology

Webinar Slides: MarketingSherpa's ROAD Map to Social Marketing Maturity