SOCIAL MEDIA MARKETING
STRATEGY
January 2010
Mary Lou Roberts
2
WHAT DOES “SOCIAL MEDIA” MEAN TO YOU?
http://www.briansolis.com/2008/08/int
roducing-conversation-prism.html
January 2010
Mary Lou Roberts
3
WHERE WE’VE BEEN -THE MASS MEDIA MODEL
MARKETER TALKS
CONSUMER
LISTENS (MAYBE)
Repurchase/Regular Use
Trial
Preference
Liking
Comprehension/Knowledge
Awareness
January 2010
Mary Lou Roberts
4
WHERE WE NEED TO BE GOING MASS MEDIA MODEL NO LONGER WORKS
Many
Communications
Channels
Traditional
Communications
Increasingly
Ineffective
(Young) Consumers
Ignore Traditional
Media
January 2010
Mary Lou Roberts
5
WHERE WE NEED TO BE GOING MASS MEDIA MODEL NO LONGER WORKS
January 2010
Mary Lou Roberts
7
A B2C BRAND MARKETER’S VIEW
http://adage.com/brightcove/single.php?title=1548122816
January 2009
Mary Lou Roberts
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FORRESTER’S MEDIA CHARACTERIZATION
http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html
January 2010
Mary Lou Roberts
9
KEY STRATEGY ELEMENTS
January 2009
Mary Lou Roberts
10
CISCO COLLABORATION STUDY
• Corporations Using Social
Networks
• Governance an Important
Issue
– IT Involvement
• Public and Private Cloud
Tools
http://newsroom.cisco.com/dlls/2010/prod_011310.html
http://www.youtube.com/watch?v=LMvclKTsF-U
January 2010
Mary Lou Roberts
11
THE ‘CLOUD’ ??
January 2010
Mary Lou Roberts
12
THE ‘CLOUD’
•
•
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Off Site
Virtual
On Demand
Subscription Model
Shared
Simple
Web Based
http://www.informationweek.com/cloud-computing/blog/archives/2008/09/a_definition_of.html
January 2010
Mary Lou Roberts
13
THE PRO
http://www.marketingcharts.com/interactive/study-marketing-execs-must-realize-and-learn-to-use-power-of-social-media-3657/
January 2010
Mary Lou Roberts
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and THE CON
However, marketers still
admit they don’t know
enough about it. This was
evident in results from a
November 2008 MENG
social media study showing
67% of executive marketers
consider themselves
beginners when it comes to
using social media for
marketing purposes.
http://www.marketingcharts.com/interactive/top-marketing-trends-for-2009-execs-sick-of-web-20-7448/
January 2010
Mary Lou Roberts
15
IMPLICATIONS FOR B2B MARKETERS
http://www.btobonline.com/apps/pbcs.dll/section?category=best2008-video
January 2009
Mary Lou Roberts
16
IMPLICATIONS FOR NON-PROFIT MARKETERS
http://www.charitywater.org/twestival/
January 2010
Mary Lou Roberts
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EVEN GOVERNMENT MARKETERS!
http://www.chinfo.navy.mil/visualnews/social-media.html
http://www.nextgov.com/nextgov/ng_20090415_9417.php
January 2009
Mary Lou Roberts
18
NEW APPROACH TO MARKETING
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•
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•
•
Many-to-Many
Continuous Interaction
Open/Transparent
Consumer Chooses Content
Marketer Must Provide Content
– On Demand
– With Permission
November 2007
Mary Lou Roberts
19
January 2010
Mary Lou Roberts
Where do corporate execs fit in?
20
INTERACTIVE VISION – THE GOAL
BECOME PLACE
WHERE LIKEMINDED PEOPLE
CONNECT
ENGAGE
ENCOURAGE
CONTRIBUTION
LISTEN
INCORPORATE INTERACTIVITY
November 2007
Mary Lou Roberts
21
SOCIAL MEDIA STRATEGY – THE PROCESS
http://diy-marketing.blogspot.com/2009/02/conversation-tools.html
January 2010
Mary Lou Roberts
22
http://www.slideshare.net/BuzzCorps/hp-and-buzz-corps-31days-of-the-dragon-case-study?type=powerpoint
January 2010
Mary Lou Roberts
23
TECHNOLOGY = TOOL, NOT FOCUS
http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010?src=embed
January 2010
Mary Lou Roberts
FOCUS ON CUSTOMERS
THEN
YOUR BUSINESS STRATEGY
January 2010
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ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
January 2010
Mary Lou Roberts
26
QUESTIONS MARKETER MUST ASK
• Where are your customers online?
• What are your customers social behaviors
online?
• What social information or people do your
customers rely on?
• What is your customer’s social influence?
Who trusts them?
• How do customers use social technologies in
the context of your products?
http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/
January 2010
Mary Lou Roberts
27
MY TOP TEN SOCIAL MEDIA MYTHS
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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.
Tracking, Measuring is Easy.
We’ll Put It Up and It Will Take Care of Itself.
January 2010
Mary Lou Roberts
28
THE ULTIMATE CHALLENGE!
Used with permission of Deshannee Johnice http://ddjohnice.com
January 2009
Mary Lou Roberts
INTEGRATE
MESSAGE(S)
ACROSS ALL MEDIA CHANNELS
TO ACHIEVE BUSINESS OBJECTIVES
January 2010
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