Strategize or Die! How to Build a Social Media Strategy and Why
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Transcript of Strategize or Die! How to Build a Social Media Strategy and Why
Presented by: AJ Gerritson
“How to Build a Social Media Strategy… And Why!”
7% Who Is 451 Marketing?Founded in February, 2004
Located on School Street in Boston
A collaboration of 15 industry veterans committed to being best-of-breed social media, public relations, and creative specialists
Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts.
Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.
I never learned how to Tweet.
Coca-Cola has 3.6 million fans on their Facebook Fan page.
Major corporations are using the tools to stay
in touch with their vocal customers.
Social NetworkingCollaborative Tools
YouTube, FlickerBlogs
300,000,000 users (that’s 300 million!)
10 million “fans” sign up to commercial “brand pages” every day.
Perez Hilton
a.k.a. Mario Lavanderia
2004 Launched a celebrity gossip website
Average 24 - 45 posts per day
Earns $111,000 per month in ad sales alone.
Heather ArmstrongForbes Magazine - “Most Influential Women in Media” 2009
Made famous for her website www.dooce.com
National Advertisers
New research found that companies with the highest levels of social media
activity on average increased revenues by 18% in the last 12 months, while the
least active saw sales drop 6% over that period.
Source - Wetpaint & Altimeter Group
GOAL: Employee Retention and Recruitment
TACTICS: Microblogs, Wikis, Podcasts
HELPED TO: Extend Communications, Deliver Trainings Globally, Employee
Engagement, Perform Jobs More Effectively
GOAL: Develop Customer Service-Centered
Brand
TACTICS: Twitter
HELPED TO: Deliver Swift Customer Service, Engage Customers, Humanize
Brand
Blog - $0Podcast - $0 and $2000
Video - $0 and $10,000 - $15,000 Wiki - about $6500 a year
Community - $0 (Ning) up to $100,000
The greater cost is staff and Content Creation to fill up the social media / new media channels.
How Long is Your Content Effective?
3, 6, 9 months?
1 minute, 1 day, 1 week?
Resources needed to run a campaign effectively
Reputation Management
Content Research
Technologist
ContentDevelopment
Strategist
Day to DayManagement
Practitioner ofSocial Media
CoordinationOf all corporateactivities
Measurement
Design Skills
Reasons for Failure
Lack of STRATEGY (understanding your customers, crafting relevant messaging, being consistent, monitoring, etc.)
Lack of internal resources to manage
• 10.5 million coupons were downloaded, only 4 million were redeemed
• #KFCFail became a trending topic on Twitter quickly
• Oprah and KFC’s brands damaged
• According to Zeta Interactive, when KFC pulled the promotion without explanation, negative ratings shot up to 33% from 11%.
When It Does Work
YouTube increased Blendtec’s sales by 800% in less than two years with their “Will
it Blend” videos.
When it’s done correctly..
Dell can directly track $3 million in sales from using
Twitter.
Building a Social Media Strategy
Step 1 – Define Goals and Objectives
• Generate more brand awareness?
• Help recruiting and retention?
• Monitor brand reputation?
• Increase sales?
Step 2 –Where is Your Audience?
• Where can I find my audience?
• Who and where are my evangelists?
• What sites are the most popular with these groups?
Step 3 – Audit Your Resources
• Content?
• Staff?
• Consistency?
• Technology?
• Tools?
Step 4 – Assign Roles and Responsibilities• Social Media Strategist: defines strategy
• Social Media Manager: assists in defining the strategy as well as in executing it
• Public Relations: interacts with bloggers, assumes blogging responsibilities
• Social Media Metrics: measures social media, reports
• Legal: ensures FTC laws are followed, provides guidance on user generated content on corporate domain
• Privacy/Security: protects online corporate assets, privacy law enforcement
• Customer Relations: responds to customer issues on the social web
• Advertisement Sales: sells ad space within a social network or community
• Content Developer: constantly creates relevant and timely content
Step 5 – Define Your Measures of Success
• How many sales/leads were generated?
• How many people are talking about your company?
• How have you reduced operational costs?
• How have you helped recruiting?
• How many downloads?
• How many people viewed a demo?
Step 6 – Establish a protocol1. What information do we want to keep private?
2. What kinds of information would we benefit from making public?
3. What personal social media use is appropriate? Inappropriate?
4. How will we measure which rules are helpful and which are not?
5. Who are our quality followers? How can we continually engage them?
6. How can we consistently send our messages?
7. Should we have a set of rules for proactive social media use? Reactive social media use?
8. How do we respond to positive engagement versus negative engagement?
Step 7 – Execute Strategy
Step 8 – Measure results• Have your networks grown or changed? How?• Are there new social media roles to explore?• What worked?• What didn’t work?• What can we do differently?• What should we eliminate?• What should we focus more on?• How much time is spent on each social media initiative?• What is our most valuable feedback?• How is social media changing right now?• Are we ahead of our competitors?
Campaign Goals
1. Find elusive candidates
2. Drive applicants and job leads through the website
3. Generate more client leads
4. Create USP
Execution• Developed Strategy
• Optimized Website
• SEO/PR
• Created Social Communities(3 Blogs, 8 Twitter Feeds, 7 LinkedIn Groups)
• Trained Staff (Utilize Tools)
• Launched “Recruiting 2.0”
Results• 65% Increase in monthly
traffic from Google
• LinkedIn Groups have become a tremendous applicant and lead source
• Over 100k PR impressions
• USP “Recruiting 2.0”
Pre-campaign monthly site traffic = 3,486Last month’s site traffic = 15,910! (a 500% increase in traffic)
Case StudyCase Study
Case StudyCase Study
Strengths
New England’s largest regional full-service CPA, consulting, and wealth management firm
One of the top 40 CPA firms in the country, 34 partners, and over 340 employees
Outstanding reputation, very loyal client base.
Some of the most intelligent thought leaders in their respective fields
Strong drip marketing campaign, client retention marketing
Challenges
Difficult to develop new business in downturn economy
Website was not optimized for Search
No strong “calls to action” or “lead-captures” on website
No PPC/Online campaign in place
No social media presence
Thought leaders were not well known, either in traditional media or online
Case StudyCase Study
Before 451 Marketing
Website was simply an “online brochure”
Never had received any leads from the website
Very little positive press in the media
Web traffic around 4,500 visitors per month
No Social Media Presence
451 Marketing’s Approach
Developed demand generation strategy consisting of PR, Search (paid and natural) marketing, search-leveraged public relations, social media marketing, and content development.
Developed keyword strategies, optimized website, began link-building campaign
Interviewed thought leaders, defined expertise, identified appropriate media outlets
Case StudyCase Study
451 Marketing Approach
Setup (in)efficient frontiers Blog - http://inefficientfrontiers.wordpress.com/
Created LinkedIn Group “New England CFO’s”, setup Facebook recruiting page
Pitched firm’s thought leaders to targeted media outlets
Began paid online campaign
Distributed search-optimized press releases
Distributing content through social media channels
Case StudyCase StudyCampaign Components
Case StudyCase Study
Media Coverage Received to Date
• InfoWorld – November 20, 2008: "Tech Bottomline" column by Bill Snyder (article featured Robert Kish, vice president)
• The Boston Globe – November 21, 2008 “Business loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president)
• The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president)
• Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event.
• Forbes.com – February 4, 2009 “The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik
• New York Times.com - February 4, 2009 “Economix” column by Catherine Rampell “The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik
• Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer
Case StudyCase Study
Expected Media Coverage (hitting soon)
• BusinessWeek Small Business’ "The Digital Manager" column - Bob Kish was interviewed for an upcoming column on How Small Business Can Make the Best Use of IT
• Data Center Management Magazine - Diego Rosenfeld was interviewed for an upcoming article on a Green IT Initiatives story
• The Street.com - Jeff Korzenik was interviewed for an upcoming story on the history of Wall Street
• InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights
Case StudyCase Study
451 Marketing Results
(in)efficient frontiers receives almost 2,000 visitors per month
Tremendous media coverage (see upcoming slide)
1st page search results for their top 20+ keywords.
Over 8,000+ visitors per month (almost doubled their traffic) for their Caturano.com site
451 Marketing Results
2008 Q4 was one of their best for new business engagements
Over 2 million in business during December and January
On average 15-30 leads coming in through website each month
Our actions resulted in $650,000!
How Can we Help You:Develop a comprehensive social media marketing
strategyInstruct and train corporate groupsHelp setup digital initiativesEvaluate your ongoing efforts, provide recommendations
What You Can Expect:Increased lead flow and retention rateImprove ROI and efficiencyMore meaningful customer engagementCulture of business developmentReduced strain on internal resourcesDecreased operational costsEmployee retentionStronger recruiting efforts
AJ Gerritson, Founding Partner
451 Marketing
21 School Street, 3rd Floor
Boston, MA 02108
617-259-1605 x 204
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/ajgerritson
@ajgerritson