BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | marketingprofs 2013
The Scrappy Brand’s Guide to Social Media on a Budget
Hello Boston!
Nick WestergaardBrand Driven Digital@NickWestergaard
Rob YoegelMonetate
@RobYoegel
WANTED: Order from Chaos
Photo via Flickr user Jason A. Howie
Not All About the ...
Photo via Flickr user Ervins Strauhmanis
Myth of Size
Photo via Flickr user CJ Isherwood
Photo via Flickr user firepile
Shiny Things Distract
Photo via Flickr user kkirugi
Checklist Marketing
Photo via Flickr user andriux-uk events
Get Scrappy
Photo via Flickr user Rennett Stowe
Efficient + Effective
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How to Get Scrappy
SCRAPPY
STRATEGY
STAFFINGCONTENT
Photo via Flickr user Robert Course-Baker
Strategy First
“– rudyard “why am i in a marketing talk?” kipling
“I keep six honest serving men – (They taught me all I knew); Their names are
WHAT and WHY and WHEN and HOW and WHERE and WHO.”
Photo source: Wikimedia Commons
Unpacking the “Serving Men”‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social media*
‣ WHEN does this happen? — Timing
‣ WHERE does this happen? — Offline & online space
‣ WHO does this involve? — Personnel
‣ HOW do we get it done? How do we measure success?
* Are you sure it has to be social media?
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
Ground with WHY
Re-Imagining Content
Photo via Flickr user Steve Snodgrass
Utilizing Historical Content
Curating Content
Photo via Flickr user n0nick
Encouraging User-Generated Content
Photo via Flickr user Wayne Large
Everyone’s a Marketer
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Scrappy Case Study:Monetate
> 10,000,000 Followers
@RobYoegel
< 1,000,000 Followers
@RobYoegel
Overall Website Traffic ReferrersJuly–December 2012
37%
27%
22%
14%
Referral Direct Organic Other (including social)@RobYoegel
19%
28%
24%
29%
Referral Direct Organic Other (including social)
Overall Website Traffic ReferrersJanuary–June 2013
@RobYoegel
LinkedInFacebookTwitter
9% 10% 19%@RobYoegel
28% 20% 27%@RobYoegel
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Scrappy Next Steps
Photo via Flickr user Mu!et
Case Studies v. Recipes
Scrappy Tip: Just Ask!
Source: barnickeldesign.com
‣ Simplify & Clarify
‣ Ground with Strategy
‣ Measure What Matters
‣ Empower Your Team
‣ Don’t Be Afraid to Look for Recipes Outside of B2B
‣ Efficient & Effective = Implement & Iterate
Scrappy Takeaways
Questions?
Nick WestergaardBrand Driven Digital@NickWestergaard
Rob YoegelMonetate
@RobYoegel