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The role of social media within your marketing strategy

26 June 2012Bart De Bodt

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Agenda

3

Introduction

THoM approach

Wrap-up

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Some people really love social media

4

Social Media puts the ‘public’ into

PR and the ‘market’ into marketing

Chris Brogan

“”

Source: President and CEO of Human Business Works, an education and community company. He is author of books like Trust agents and Google+ for Business

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Others also see a potential adverse effects

Teens who use Facebook more often show

more narcissistic tendencies while young

adults who have a strong Facebook presence

show more signs of other psychological

disorders, including antisocial behaviors,

mania and aggressive tendencies.

Larry D. Rosen, PhD

“

”

Source: Larry D. Rosen is a professor of psychology at California State University, Dominguez Hills. This phrases are quoted from this study “Poke Me: How Social Networks Can Both Help and Harm Our Kids” from 2011. He does not only see negative effect but also positive effect like the fact that young adults who regularly use Facebook are better able to conjure “virtual empathy” for online friends

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But we can’t ignore that the world is changing

Daddy, this is like bol.com but

you can touch the books here!

Jeroen de Haas, 7 years, at Bijenkorf.

“”

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Social media like Facebook have become mainstream

Source: B.L.V.G Blog, June 2012* Estimation end 2011

4.695.020 profiles

1.178.723 profiles

167.679 profiles*

46.243 profiles

Social media reach in Belgium

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However marketers are still insecure towards social media

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Source: YMS 2012

Even though not using social media in your marketing mix became unthinkable, the use of social media can be a risk in a context of growing importance of ROMI.

-25%

-45%

-21%

-7%

-21%

-31%

2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)

We are satisfied about the results of our social media activities

We know the ROI of our social media activities

We have enough knowledge about the possibilities of social media

N 2012 = 436N 2011 = 577

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Agenda

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Introduction

THoM approach

Wrap-up

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If you look at the broader picture, social Media can help you in the value creation phase

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Customer Equity

Intention

Awareness

Perception &Reputation

Preference

AcquisitionEngine

RetentionCommitment

Recommen-dation

Behaviour

Marketing Drivers

Products / Technology

Services

Communication

Purchase Process &Experience

RelationshipBuilding

ChannelManagement

Price Positioning

Value Creation

Marketing Value

Value CapturingValue Proposition

Marketing Strategy

Bu

sin

ess

Ob

ject

ives

Bu

sin

ess

Res

ult

s

Environmental and Competitive Scan

Tangible Action Plans

Deep Channel & Customer Insights

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Relevance, consistency and impact are essential to create value with social media

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Relevance

ConsistencyImpact

Connect

Inform

Empow

erEngage

Customervalue

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THoM approaches social media in 5 steps

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- Get the required resources

- Define processes and roles and responsibilies

- Choose technology to support your processess

- Create detailed action plan

- Set-up social media accounts

- Execute plan

- Interviews/workshop inside the company to clarify what the most important objectives are

Acti

vit

ies

- Integrating social media within your marketing plan to connect, further inform, engage and empower customers. If the main objectives are communication objectives, go through the different steps of formulating a communication strategy

- Look at competition and scan what customers are already saying

- Measure success

- Make recommendations for next steps

Social media plan with SMART

targets

Social media in action

Clear business objectives

Delivera

ble

s

Empowered organization

Analysis and recommendations

Awakening

1

Planning Committing Implementing Improving

3 42 5

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1) Clarify what the most important objectives are

- Create awareness or buzz

- Generate traffic- Generate leads- Create a dialogue- Stimulate

Co-creation- Gain customer

insights- …

Marketing & Communication

Awakening

Clear objectives

- Acquire new customers

- Increase purchase frequency of existing customers

- …

Sales

- Answer questions and solve problems

- Improve customer experience

- …

Customer service

- Attract talented employees

- Stimulate knowledge sharing

- …

HR

Interviews/workshop inside the company to clarify what the most important objectives are

Some examples

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2) Integrate social media within your overall strategy

Objective Target groupMessage/Dialogue

Comm channelsPrepare

Evaluation

What do you want to communicate?

- Results from objective & target group

- Aligned with discriminator

- Should be clear, not confusing

- Foresee different messages to attract, connect, inform, engage and empower

Which communication channel(s) do you want to use to communicate your message or create a dialogue?

- Results from looking at customer’s journey

- Create 360° integrated comm plan

Which goals do you want to reach?

- Create awareness or buzz

- Information - action: change of attitude, change of behaviour - Leads - Loyalty - …

Who do you want to reach?

- Results from segmentation & targeting

- Needs to be determined very detailed (not just sociodemographic data)

How will we measure our progress? How will you evaluate your campaign afterwards?

- Set up KPI’s beforehand:

- awareness - penetration - sales - …

- Implement evaluation tracking tools

Ask yourself how social media can help you to realize your objectives. It is a powerful way to connect and engage with customers.

Planning

Communication strategy

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3) Empower your organisation to execute your social media strategy and become more customer centric

Customer

TouchPoint

TouchPoint

TouchPoint

TouchPoint

TouchPoint

People

Pro

cesse

s

Strategy

Organization

Tech

nolo

gy

Committing

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4) Implement by using a detailed actionand content plan

Implementing

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5) Have the guts to measure

• It is important to look beyond the number of fans, followers…

• Avinash Kaushik defines 4 main categories of KPIs to evaluate social media:

Improving

- Conversation rate: Are people initiating conversations or reacting on your content?

- Amplification rate: Are people taking your content and sharing it through their network?

- Applause rate: Are people liking your content?

- Economic value: Are you generating money with your social media efforts?

Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

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5) Some examples of KPIs

OBJECTIVES KPI's

Create awareness or buzz #retweets, #blog posts

Generate traffic #visitors via social media

Generate leads #leads via social media

Create a dialogue #comments on your posts, #post initiated by customers

Stimulate Co-creation #ideas submitted, #ideas implemented, #revenue via these new products/services

Gain customer insights Sentiment of tweets and posts, content that is liked or shared most

Examples KPIs for Marketing & Communication objectives

Improving

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Team must jointly evaluate vs. original targets

Why did we succeed or fail?

What can we learn?

What do we need to do? When?

It doesn’t stop at measuring. You need to define steps to improve your social media activities

Improving

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Agenda

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Introduction

THoM approach

Wrap-up

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Key to success: marketing and consulting expertise combined with thorough understanding of social media specialists

Social media

expertise

Marketing and

consulting expertise

You need to have a thorough understanding of online marketing and social media

You have to be a marketing expert, both strategic and operational You need to understand social media, and start from the business

objectives You need to integrate your social media strategy within the current

marketing and communication strategy You need to keep the helicopter overview