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Amping Up Your Social Media Marketing Strategy Ken Chow [email protected]
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TCM Presentation Amping Up Your Social Media Strategy

Oct 31, 2014

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Page 1: TCM Presentation   Amping Up Your Social Media Strategy

Amping Up Your Social Media Marketing Strategy

Ken [email protected]

Page 2: TCM Presentation   Amping Up Your Social Media Strategy

Agenda

• Coming to Grips

• The New Dynamic

• Brands Become Publishers

• Adapting the Organization

• Leveraging Sharing behavior

• Summarycopyright r2integrated, LLC 2009 – confidential and proprietary

Page 3: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

Or:

How I Learned to Stop Worryingand Love Social media

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 4: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1.Denial

2.Anger

3.Bargaining

4.Depression

5.Acceptance

The 5 Stages ofTechnology Introduction:

Page 5: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1.Skepticism

The 5 Stages ofTechnology Introduction:

Page 6: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1. Skepticism

2.Experimentation

The 5 Stages ofTechnology Introduction:

Page 7: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment

The 5 Stages ofTechnology Introduction:

Page 8: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment

4. Practice

The 5 Stages ofTechnology Introduction:

Page 9: TCM Presentation   Amping Up Your Social Media Strategy

Coming to Grips

1. Skepticism

2. Experimentation

3. Disappointment

4. Practice

5. Adoption

The 5 Stages ofTechnology Introduction:

Page 10: TCM Presentation   Amping Up Your Social Media Strategy

The New Dynamic:

“I, for one, welcome our new Consumer Overlords…”

Page 11: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 12: TCM Presentation   Amping Up Your Social Media Strategy

Brands as PublishersA Huge Opportunity in an Unfamiliar Role

Page 13: TCM Presentation   Amping Up Your Social Media Strategy

Formerly separate entities are now sharing the same space...

Brands are becoming publishers.

Brand vs. Publisher

Page 14: TCM Presentation   Amping Up Your Social Media Strategy

Brandon Manager

Parker Publisher

Today I need to:

• Create communities of interest…

• Deliver compelling content…

• Facilitate community dialogue…

• Monetize…

Page 15: TCM Presentation   Amping Up Your Social Media Strategy

Create communities of interest…

Page 16: TCM Presentation   Amping Up Your Social Media Strategy

Deliver Compelling Content…

Page 17: TCM Presentation   Amping Up Your Social Media Strategy

Facilitate community dialogue…

Page 18: TCM Presentation   Amping Up Your Social Media Strategy

Advertisers

New Relationships and Opportunities

BrandsPublishers

Consumers

The Traditional Relationship…

Page 19: TCM Presentation   Amping Up Your Social Media Strategy

Advertisers

New Relationships and Opportunities

BrandsPublishers

Consumers

Search

Social

The Dissruptive Relationship…

Page 20: TCM Presentation   Amping Up Your Social Media Strategy

Advertisers

New Relationships and Opportunities

BrandsPublishers

Consumers

Search

Social

A Balanced Relationship…

Page 21: TCM Presentation   Amping Up Your Social Media Strategy

Adapting Your Organization

Platforms, Content, Skill Sets

Page 22: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 23: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 24: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 25: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 26: TCM Presentation   Amping Up Your Social Media Strategy

Consequences…

Page 27: TCM Presentation   Amping Up Your Social Media Strategy

Brands as Publishers

CASE STUDY:DHA Brain Health

Page 28: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 29: TCM Presentation   Amping Up Your Social Media Strategy

Options

Advertise~ or ~

Publish?

Page 30: TCM Presentation   Amping Up Your Social Media Strategy

Search Results were Crowded..

Page 31: TCM Presentation   Amping Up Your Social Media Strategy

Advertising Creates Results at a Cost

Page 32: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 33: TCM Presentation   Amping Up Your Social Media Strategy

Technology…

Page 34: TCM Presentation   Amping Up Your Social Media Strategy

Compelling Content…

Page 35: TCM Presentation   Amping Up Your Social Media Strategy

Community Management…

Page 36: TCM Presentation   Amping Up Your Social Media Strategy

Syndicated Promotion

Page 37: TCM Presentation   Amping Up Your Social Media Strategy

A Typical Publishers Feature…

Page 38: TCM Presentation   Amping Up Your Social Media Strategy

A Typical Publisher’s Feature…

Page 39: TCM Presentation   Amping Up Your Social Media Strategy

What to Do Tomorrow?

• See the Web as a Buying Engine

• Look Beyond the CMS

• Focus on Optimizing Content

• Examine Organizational Requirements

• Vendor Profiles

Page 40: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 41: TCM Presentation   Amping Up Your Social Media Strategy

Leveraging Sharing Behavior

I am (pick at least one):• Generous• Fun• Smart• Righteous

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 42: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 43: TCM Presentation   Amping Up Your Social Media Strategy

Technical Networks

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 44: TCM Presentation   Amping Up Your Social Media Strategy

Trust and Admiration Networks

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 45: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 46: TCM Presentation   Amping Up Your Social Media Strategy

Transactional Value

copyright r2integrated, LLC 2009 – confidential and proprietary

“I am generous.”

Page 47: TCM Presentation   Amping Up Your Social Media Strategy

Entertainment Value

copyright r2integrated, LLC 2009 – confidential and proprietary

“I am fun.”

(“And I have a lot of spare time”)

Page 48: TCM Presentation   Amping Up Your Social Media Strategy

Informational Value

copyright r2integrated, LLC 2009 – confidential and proprietary

“I am smart.”

Page 49: TCM Presentation   Amping Up Your Social Media Strategy

Ideology

copyright r2integrated, LLC 2009 – confidential and proprietary

“I am righteous.”

Page 50: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 51: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 52: TCM Presentation   Amping Up Your Social Media Strategy

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.

Page 53: TCM Presentation   Amping Up Your Social Media Strategy

Social Bridging

copyright r2integrated, LLC 2009 – confidential and proprietary

Identify – Empower –

Page 54: TCM Presentation   Amping Up Your Social Media Strategy

Applying the Theory

So now what?

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 55: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 56: TCM Presentation   Amping Up Your Social Media Strategy

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?

Page 57: TCM Presentation   Amping Up Your Social Media Strategy

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…

Page 58: TCM Presentation   Amping Up Your Social Media Strategy

Sharing Systems and Technologies

E-mail– The Original Social Network– Embedded sharing mechanisms (e.g. influencer widgets)

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 59: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 60: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 61: TCM Presentation   Amping Up Your Social Media Strategy

Example Framework

Can Moe grow?

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 62: TCM Presentation   Amping Up Your Social Media Strategy

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%

Page 63: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 64: TCM Presentation   Amping Up Your Social Media Strategy

Main Objective

copyright r2integrated, LLC 2009 – confidential and proprietary

ActiveLoyal

Loyal Occasional

Rarely Never Been

Shifting the population…

Page 65: TCM Presentation   Amping Up Your Social Media Strategy

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.

Page 66: TCM Presentation   Amping Up Your Social Media Strategy

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

Page 67: TCM Presentation   Amping Up Your Social Media Strategy

Questions?

copyright r2integrated, LLC 2009 – confidential and proprietary