Building Your Action Plan for Social Media Marketing

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Building Your Action Plan for Social Media Marketing

Social Media Marketing is incredibly complex people have said that social media has been around ever since the campfire, but come on things changed, five or six years ago when Twitter was debuted at South by Southwest. When Facebook passed MySpace and all of a sudden we in the marketing industry had to run around and figure out what these things were about. one of the things we did in my company is we step back and tried to look at it from a whole system’s view, so by looking at it as an ecosystem between the brand, the customer and then finally, the competitor. we looked at the entire system of how social media was going to work and ultimately created a framework which I’m going to share with you today which I hope will help you in your own Social Media Marketing and even if you’re not directly responsible for the marketing. I think could help you bring a whole another level to your endeavors in your own organizations. So we all start off with desired outcomes. I know, it’s a new phrase to add to our buzzword-bingo desired outcomes we’re going to leverage and pivot our desired outcomes.

When I when I spoke with marketers all over the world shift seeing who’s going to be here today. some other or tomorrow people from Intel, all over the world, everybody involved in marketing said gee the whole problem with social media is we’re doing it. But we’re not necessarily getting it aligned with what we want to come out of it. So this is the starting point and ultimately we’re going to go to a cycle and end up where we actually create our strategic plan.

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This is a little loop that sits in here, it’s a loop because depending on where you are in your organization you may enter it in different places but typically it starts off with really understanding us the brand, under the organization or the corporation or whatever it might be that you’re working with really understanding it intimately. the notion of brand voice and brand personality is something that emerged back in the 60s has become even more critical today, because if we’re doing one-on-one marketing the essence of our brand voice has to be really refined and we have to know it to such a degree that we can share with everybody in the organization that’s involved with social media. We go from us to them, them as those people out there customers, stakeholders, constituents, whatever you want to call them, who are they, what are they about, we then are able to go into the world of the communities in which those people aggregate. Where they are what are they doing and then who’s influential within those communities and when we go through these four major steps and we really dive deep into each of these four elements. We’re able then to create the strategic plan extremely thoroughly so in the US we do talk about the brand voice in our organization for each social media project we very much flesh out a brand personality document.

Sometimes, that’s based on previous marketing that people do project persona onto brands and we as marketers can help shape that.

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Desired Outcomes: the first component what our buzzword bingo desired outcomes is an entire landscape of desired outcomes we can’t just say well what’s our goals and objectives. We start off by really discussing with the owners of the company, CEOs, the c-suite. What’s the purpose of the organization, not all organizations have a strong sense of purpose? The people at P&G talk about purpose-driven marketing they’re very much in tied with that. But, what is the vision can we really get around that we then go into goals see what do we want to achieve. I like to ask the thousand dollar bottle of the champagne question. if we do what we are setting out to do here what would it take for you to go and buy a thousand dollar bottle of champagne and bring it back and share with me? It’s a great question and often people you know the chief marketing officer goes, wow a thousand-dollar bottle of champagne man you’ve got to really do something great.

Well, what is that, define it, we then talk about the objectives of what gets us there and then ultimately we talk about the very specific metrics. now one of the things we shared with you in today’s sheets worksheets, I shared a couple of sheets of what we call the desired outcomes matrix and it’s just a spreadsheet of all the various type of specific metrics that we can identify with an organization and it’s not intended to be specific. It’s intended to be a bouncing point so that when you’re speaking with the powers to be, what would move the needle those are just some ideas so around the business, you may have things like… Total customer value, you may have profits. Profits per employee, profits per customer, all of these various metrics. You can then get to your website, your website traffic. We can talk about social media metrics and there are an entire world and discussion around will to you, what metrics matter to followers matter but we’re going to map these out to the extent. We can and use that matrix as a guide point in our work because ultimately you want to tie your social media work and to those metrics and the outcomes that you’re wanting to achieve.

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It’s only by tying those two things together that you end up with a program that can succeed because I want to focus on a couple of core components with you today. and one of them, who are they what are they, so in traditional marketing we use segmentation and by no means is this meant to assert that in fact, I still want you to do your traditional segmentation. This work is going to build off of that, but what this is, we talk about the very specifics, what are the very smallest audiences and I’m going to illustrate. It for you for a moment in this particular campaign, we were doing a project for the Grammy Foundation, they have a foundation that helped musicians. Perhaps a musician had thrown their back they had lost their guitar to United Airlines or something, what could we do to help them and so this organization exists and we’re doing social media for them we start off with a central premise and it’s very challenging. because of well who cares about music, everybody cares about music and if you’re faced with that question in your own work then you have to sort of help dive in and we found that well who cares about people and music and that was our first point that we started with.

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Then we started to identify, I hope you can see this

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Okay… that there are other groups of people, there are people who use music in film, there are people who do music in education, people in the recording industry, all the niche shamuses. So you can see how we’re taking it to the next step and then finally we’re going to take it even one step further and this is a brainstorming.

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Because we want to try to figure out all the very smallest groups of people. in this particular case, we did a beautiful thing we were talking about music schools and then we started thinking about the various music schools, well everybody knows Berkeley and then we looked at Berkeley. we did a lot of research what’s called meta nagger fear online ethnography looking at, well what’s going on at Berkeley and who are the communities and we found that there is a group that really loves world music at Berkeley and in that group was a subgroup that every Thursday night goes zydeco dancing, they have a Facebook page, that is a micro segment, that’s a micro community and that’s the purpose of this are the smallest most granular types of communities that we can find so that then we could interact with these communities to social media.

Another way to help uncover some of these micro groups is. if you find that you have several types involved and in this case, I’m using animals. We literally were helping a company that made little animal figurines and we had the various wildlife, African wildlife, we had giraffes, hippopotamuses, monkeys and then down the side. We can create the attributes around those, so people who seek to save preserve these different types of animals. People who love them as pets and then you can create a cross matrix that look something like this.

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All this is it’s not to say there are people who love elephants as pets but when we did the research we actually this did stimulate us to find a group that did love elephants as pets, believe it or not, and that they had a micro-community online. So, all of this is just as intended as a way to come up with ideas around these micro-segments. you then take all of those micro-segments that you’ve identified in your workshop and you document them you put them into a document. Ultimately this document of micro-segments is going to serve as an anchor point for a lot of your social media work.

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You’re able to iterate through that, you’re able to go into it and say well, who’s the most obvious perhaps the low-hanging fruit, let me start with those and we might start to prioritize the micro-segments that we find but on a slow day and a few weeks after going through all of those low-hanging fruit, we might go wow lets we’re looking for other people to connect with we can come back to this document do some research around a community and find new people.

So after okay, so we started off with the desired outcomes, we did the brand personality work, we then did the micro-segmentation work, we then take those micro-segments and we do online research to discover what people are doing in communities. if communities already exist what they’re saying and how we can involve ourselves with them. I’m going to probably use keyword research this is a very typical tool it’s the Google AdWords tool, fabulous, it’s free, you jump in and you start putting in some of those words that you’re associating with those micro-communities and the tool will give you some other ideas. I’m going to copy those ideas down; I may also follow certain pathways to other websites.

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In this case, I’ve gone to somebody and I’ve gone on to their website about elephants and it’s shown me other communities that exist and people who are really passionate about saving these elephants. I then went on to those people’s pages and that led me to the other communities that they’re involved with. So ultimately we’re doing the research we’re typing all this stuff out we’re building up a big library of communities associated with our loved topics.

One of the other confusing points, I find with social media is that people say oh look, go to Social Media Marketing and you don’t stop and go, wow there’s a lot of different ways to approach social media marketing and we’ve identified five major ways and that are used in different mixes to different degrees. We know that there’s the brand maintenance work. Brand maintenance is when someone says, look you know we’re going to have the Facebook page and when somebody says something you know, we’re going to be monitoring our social media. We’ll respond when appropriate, but we’re not really going to go too crazy we’re simply going to be establishing some maintenance with our brand. The second is doing reputation in crisis management to social media that also goes into the world of everybody doing their buzzword bingo thought leadership. So creating content and sharing it there’s the world of community building. Now communities exist in a lot of different ways the hottest job of 2013 is community management.

What is a community: community exists in all sorts of places you can have a community of customers, you can have a community of people who do the same things you do there are communities all over the place. but in some form or another, this type of project you’re working with those communities and involving your brand and doing things. There’s influence, love influence marketing on social media and influencer marketing they take someone like… David here and I stalk them. but I don’t do it like an amateur stalker so I’ll give you some clues, how to be a professional stalker you don’t like everything he puts up on Facebook. That’s the first giveaway to an amateur you can only do every few. Right very clever



We follow his blog, we follow his tweets were there all the time. When he wakes up in the morning, he says good morning, we say good morning back, that’s a professional stalker. We do it really well after a while, what happens is David goes, who’s this Rick dragging a guy why is he liking all my stuff. What is he about the click, click on my profile, and click on my blog? Hey, he’s writing some pretty good stuff that’s interesting and after a while, we start a formal relationship. We might go out drinking that’s professional stalking.

A key component of social media marketing, the big splash a lot of people talk about social media marketing they’re thinking about the big splash that’s the Old Spice guy. They tend to be expensive they tend to use media not always but they tend to create a big splash. they’re not intended to build out community or influence or even to maintain the brand they’re meant to make a lot of connections really quickly and we might use any combination of those so let’s take a minute and pull out your worksheet for the big splash concept and think about your own brand if you will.

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and what I’m going to ask you, to do is I’m going to ask you to think, what mix would be a healthy thing for your organization and this is a key component to my social media strategy buildings. That I really want to think about it for my own brand. Now it may change over time this quarter, I may say let’s focus on the thought leadership component or while we’ve been neglecting our social. let’s do brand maintenance, but by the fourth quarter, we really want to have a big splash campaign build up, even more, another thing to consider in your work that you do is that at different stages. You’re not just going to be going all out, hey let’s do social media poem social media were making a connection you have to think that. There are four major components of social media activities at all stages. You’re going to work through. one is that you’re going to be working on your digital real-estate.

If you don’t have your Pinterest profile yet and you sell knit caps, you want a Pinterest profile so that’s a very important piece of work that you have to do and hopefully, you’re going to make it so that it’s integrated with your brand voice and brand personality. The other thing you have to do is you have to make connections, obviously if you’re doing a bunch of social media and you’ve got 25 friends you’re not going to succeed, so you want to build out your connections you then want to author content because gee it’s kind of hard to have engagement if you haven’t created content yet and finally you do the engagement. So as you’re creating your strategy with any given platform, you’re probably going to think through the stages of doing this end.

In this particular case. This shows a year plan for a particular brand. where we said well gee and quarter one, we have to work on our digital real estate and quarter two we’re going to that’s pretty much done we don’t have to do too much with that we’re going to work a lot more on building connections. And then finally we’re going to go more into content creation and then finally we have to. of course all along be making content but finally we’re going to go into the world of engagement and do a lot more of that.

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Another thing that we use is we’ve borrowed from the world agile programming and you know for those of you familiar. There the way we used to do programming we would do great big projects and 80% of them failed. Actually, a lot of people worked on how we could overcome that and come up with a thing called agile. Which are very much shorter little pieces of projects and one of the things that we do, in that work is, we try to put the work we’re doing in terms of a story? And we found it very useful for our own work. so you can think of as a certain role, I want a certain outcome in order to do what. What’s my benefit?

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So, you could think of it in terms of the customer, if you’re working with those micro-communities and I know that, there are those people who love elephants as pets. So as an elephant pet owner, I want information on how to bathe my elephant. So that I can have a clean elephant that might be a story that I create. I can take that story to my social media team and we can work on these stories. say well, see how we’re going to fulfill that in our content creation in our social media work. Now, that’s the world of stories. Stories are very powerful places to work from. so instead of, just saying to the team look to go to your back social media room and do your social media stuff. It’s how can we create stories around that now sometimes, you have to do that. in very short periods of time sometimes you have to gather the team and do it on the spot the way. so many teams did around the Super Bowl absolutely brilliant, some of the things we saw out of that. In the real-time, sometimes you have to plant it over a longer period of time and creating a narrative arc within the work you do. You can create narrative arc and storytelling and Twitter.

It’s not just about, I did this right now, I met, it cool, it’s cold, and you could start off with last week. Hey, next week I’m going to Breitkopf pack your knit caps. where you can say over a period of time and I’m there now and here are pictures and then I’m leaving, I’m going back home, wasn’t that a great time. You can create a whole narrative arc that the people who participate with you and social can watch that. stories are powerful and it’s for that reason I think that, the one of my heroes of marketing, Jonathan Mildenhall, coca-cola. You know coca-cola came out last year and said they were going to double their revenue by 2020. I heard a gasp because that’s a little akin to saying that, I don’t know what’s the size of Liechtenstein to Coca Cola. Coca Cola’s bigger than Liechtenstein with a probably. Yes, it’s like a small country saying we’re going to double our GNP. Wow and the fundamental way in which coca-cola said they’re going to do. it is through storytelling and all of its different iterations.

One of the things that Mildenhall said is that we’ve got to move from that just one-way storytelling. I’m telling you story to dynamic storytelling, primarily through social media because if we don’t do that, it’s we’re going to be making a lot of noise and it’s going to be boring. so I do think that through the power of storytelling. When we integrate that with all of that previous work, we did that it’s extremely powerful and that we can grow our social media.

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