TCM Presentation Amping Up Your Social Media Strategy
Post on 31-Oct-2014
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Amping Up Your Social Media Marketing Strategy
Ken Chowkchow@r2integrated.com
Agenda
• Coming to Grips
• The New Dynamic
• Brands Become Publishers
• Adapting the Organization
• Leveraging Sharing behavior
• Summarycopyright r2integrated, LLC 2009 – confidential and proprietary
Coming to Grips
Or:
How I Learned to Stop Worryingand Love Social media
copyright r2integrated, LLC 2009 – confidential and proprietary
Coming to Grips
1.Denial
2.Anger
3.Bargaining
4.Depression
5.Acceptance
The 5 Stages ofTechnology Introduction:
Coming to Grips
1.Skepticism
The 5 Stages ofTechnology Introduction:
Coming to Grips
1. Skepticism
2.Experimentation
The 5 Stages ofTechnology Introduction:
Coming to Grips
1. Skepticism
2. Experimentation
3. Disappointment
The 5 Stages ofTechnology Introduction:
Coming to Grips
1. Skepticism
2. Experimentation
3. Disappointment
4. Practice
The 5 Stages ofTechnology Introduction:
Coming to Grips
1. Skepticism
2. Experimentation
3. Disappointment
4. Practice
5. Adoption
The 5 Stages ofTechnology Introduction:
The New Dynamic:
“I, for one, welcome our new Consumer Overlords…”
The New Dynamic
• Consumer in Control
• Decisions Driven by Content and Peer Advice
• Self-Organizing Communities
• Media Hierarchy Subverted
• Brands Must Directly Engage Consumers
• Sharing as the X - Factor
Brands as PublishersA Huge Opportunity in an Unfamiliar Role
Formerly separate entities are now sharing the same space...
Brands are becoming publishers.
Brand vs. Publisher
Brandon Manager
Parker Publisher
Today I need to:
• Create communities of interest…
• Deliver compelling content…
• Facilitate community dialogue…
• Monetize…
Create communities of interest…
Deliver Compelling Content…
Facilitate community dialogue…
Advertisers
New Relationships and Opportunities
BrandsPublishers
Consumers
The Traditional Relationship…
Advertisers
New Relationships and Opportunities
BrandsPublishers
Consumers
Search
Social
The Dissruptive Relationship…
Advertisers
New Relationships and Opportunities
BrandsPublishers
Consumers
Search
Social
A Balanced Relationship…
Adapting Your Organization
Platforms, Content, Skill Sets
Platform and Technologies
Brands used to rent the publishing platforms the used, now they must own or control them outright…
Content Management
Content Syndication
Community Building Tools
Mobile Applications
Rich MediaTools
Platform Layer
Vendors
Content must match the mission…
Content Management
Content Syndication
Community Building Tools
Mobile Applications
Rich MediaTools
Strategy Creative Development Management
Engagement Layer
Platform Layer
Internal Skill Sets
As must your own talent pool…
Strategy Creative Development Management
Content Author
Community Manager
Technical Support
Skill Sets Layer
Engagement Layer
Content Management
Content Syndication
Community Building Tools
Mobile Applications
Rich MediaTools
Platform Layer
Content Management
Content Syndication
Community Building Tools
Mobile Applications
Rich MediaTools
Strategy Creative Development Management
Content Author
Community Manager
Technical Support
Skill Sets Layer
Engagement Layer
Platform Layer
Adapting the Organization
Consequences…
Brands as Publishers
CASE STUDY:DHA Brain Health
Overview
Company:Leader in the innovation and development of DHA omega-3 products that promote health and wellness.
Challenge:Promote awareness of brain health and encourage people to take action
Target Audience:Young and expectant mothers, other health-conscious adults
Options
Advertise~ or ~
Publish?
Search Results were Crowded..
Advertising Creates Results at a Cost
Becoming a Publisher…
• Added technology to support distribution
• Engaged vendors to create compelling content
• Shifted internal responsibilities to staff content creation and community management positions
Technology…
Compelling Content…
Community Management…
Syndicated Promotion
A Typical Publishers Feature…
A Typical Publisher’s Feature…
What to Do Tomorrow?
• See the Web as a Buying Engine
• Look Beyond the CMS
• Focus on Optimizing Content
• Examine Organizational Requirements
• Vendor Profiles
Content Management Content Syndication Community Building Tools
Mobile Applications Rich MediaTools
Strategy Creative Development Management
Content Author Community Manager Technical Support
Skill Sets Layer
Engagement Layer
Platform Layer
Adapting the Organization
Leveraging Sharing Behavior
I am (pick at least one):• Generous• Fun• Smart• Righteous
copyright r2integrated, LLC 2009 – confidential and proprietary
Two Types of Social Networks
Technical Networks• Commonality: occupation, professional interest, or technical
skill• Seeking/Giving: technical data, or specific job-related
information• Sharing Motivation: inclusion, status, reputation
Trust and Admiration Networks• Commonality: personal affiliation (friends, associates)• Seeking/Giving: personal views and status, advice on decisions
and purchases• Sharing Motivation: ego (recognition, admiration, and trust)
We seek to reduce risk and gain rewards…
copyright r2integrated, LLC 2010 – confidential and proprietary
Technical Networks
copyright r2integrated, LLC 2009 – confidential and proprietary
Trust and Admiration Networks
copyright r2integrated, LLC 2009 – confidential and proprietary
Sharing Motivation
1.Transactional Value – “I’m generous”
2.Entertainment – “I’m fun”
3.Information Useful for Daily Life – “I’m
smart”
4.Ideology – “I’m good righteous”
People in these two networks share thingsthat meet one or more of these basic criteria:
copyright r2integrated, LLC 2010 – confidential and proprietary
Transactional Value
copyright r2integrated, LLC 2009 – confidential and proprietary
“I am generous.”
Entertainment Value
copyright r2integrated, LLC 2009 – confidential and proprietary
“I am fun.”
(“And I have a lot of spare time”)
Informational Value
copyright r2integrated, LLC 2009 – confidential and proprietary
“I am smart.”
Ideology
copyright r2integrated, LLC 2009 – confidential and proprietary
“I am righteous.”
Social Bridging
The Goal:Changing opinions and buying decisions
through the sharing of contentby others who accept your value
proposition
i.e. , making “advocates”
copyright r2integrated, LLC 2009 – confidential and proprietary
Social Bridging
The Method:Use social media
not as a broadcast medium, but as a place to identify, empower, and
reproduce advocates
copyright r2integrated, LLC 2009 – confidential and proprietary
Social Bridging
The Mission:To locate likely advocates,
arm them with valuable content,and ensure sharing mechanisms are in
place
copyright r2integrated, LLC 2009 – confidential and proprietary
This is not a “one and done” proposition, advocates represent an ongoing relationship that must be
actively maintained.
Social Bridging
copyright r2integrated, LLC 2009 – confidential and proprietary
Identify – Empower –
Applying the Theory
So now what?
copyright r2integrated, LLC 2009 – confidential and proprietary
Creating Effective Social Programs
TacticsCustome
r Behavior
StrategyTools & Content
• Motivation
• Needs/Wants
• Influencers
• Products
• Basedon Behavior
• Framework for managing influencers
• Intersecting behavior with messages at the right place and time
• Programs and campaigns
• Infrastructure
• Engaging content
copyright r2integrated, LLC 2010 – confidential and proprietary
Buying Behavior
• Motivation– Whose Problem is It?– Aspirin or Vitamin?– Risk/Reward
• Needs/Wants– Form/Function– Price
• Decision Making– Influencers vs. DMs– Evidence/Information– References– Peer Advice
copyright r2integrated, LLC 2009 – confidential and proprietary
Where are these communities?How do they operate?How do you intersect?
Content Generation
• Which Audience?– Technical/Non-technical
• Match the Motivation– Does it affect their “In Box”?
• Shareable Value– Transactional– Entertaining– Useful Information
copyright r2integrated, LLC 2009 – confidential and proprietary
Ask yourself, and ask key customers: “Would you share this?” “Why?”Be honest…
Sharing Systems and Technologies
E-mail– The Original Social Network– Embedded sharing mechanisms (e.g. influencer widgets)
copyright r2integrated, LLC 2009 – confidential and proprietary
Sharing Systems and Technologies
Social Media:– Inherent Mechanism
( e.g. Facebook)– Adjunctive Mechanisms
(e.g. Facebook Connect API)– Share This– Ad Buys
copyright r2integrated, LLC 2009 – confidential and proprietary
copyright r2integrated, LLC 2009 – confidential and proprietary
Sharing Systems and Technologies
Other Community Environments:– Company Micro-sites – 3rd Party Promotion Sharing Sites (e.g. coupon sites)– Partners
Example Framework
Can Moe grow?
copyright r2integrated, LLC 2009 – confidential and proprietary
TGI McScratch
y’sGoodtime
Food Drinkery
Retail Dining
• Target: Young Family/Upwardly Mobile
• Locations: 123
copyright r2integrated, LLC 2009 – confidential and proprietary
• Existing Contact Base: 86,000 email addresses
• Goal: Increase repeat visits 20%, increase per-cover revenues 25%
TGI McScratchy‘s
copyright r2integrated, LLC 2009 – confidential and proprietary
ActiveLoyal
Loyal Occasional
Rarely Never Been
• Core Population• Reach through Loyalty programs• Incentivize Sharing
and Word of Mouth• Create Social Bridge to…
Reach through Social Bridging
Main Objective
copyright r2integrated, LLC 2009 – confidential and proprietary
ActiveLoyal
Loyal Occasional
Rarely Never Been
Shifting the population…
Bridging Methods
copyright r2integrated, LLC 2009 – confidential and proprietary
Active Loyal
Loyal
Occasional
Rarely
Never Been
Inside the existing TMGFD base, email is the connection and sharing method.
Outside the TMGFD base, the connection and sharing method is via social mechanisms.
Tactical Overview
Social Media buysdrive other outsidemembers to join
300K+email base
Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connect on amicro-site or landing page amplifies it.
Email with engaging primary offer and sharing mechanisms.
Join Join Acquire
Facebook portal delivers valuable content, builds loyalty
Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook
Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions
copyright r2integrated, LLC 2010 – confidential and proprietary
Questions?
copyright r2integrated, LLC 2009 – confidential and proprietary
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