Includes new sections towards end on SoMoLo and YouTube Marketing towards end, otherwise similar to previous decks on this topic.

1. 7 Steps for creating
an integrated
social media strategy
Dr Dave Chaffey
SmartInsights.com/idejax
Download Presentation and
“7 Steps Ebook”
1

2. 2

3. Hello!
About Dave Chaffey
Online publisher: Books:
Marketing advice
& consulting
SmartInsights.com
Qualifications:
Search & Cert DigM and Dip DigM
conversion
consulting
Clickthrough-marketing.com Best practice guides
2007-2010:
3

4. Hint:
This is NOT
a strategy
4

5. This is closer…
5

6. Source: Smart Insights – Burberry case
6

7. 7

8. 8

9. STEP 1
BENCHMARK AND SET GOALS
9

10. Questions to ask BEFORE setting
objectives for digital platforms
 1. What proportion of your target audience are
using different digital platforms?
 2. Which content and promotions are your
audience interested in? What do they post/ask?
 3. How are competitors using the platforms –
benchmark what’s working for them?
 4. Reviewing your own analytics, sales and
customers insights
 5. Setting broad goals and vision for the organisation
 6. Getting more specific with SMART objectives
10

11. Review
your
digital
footprint!
11

12. How social are your audience?
http://www.forrester.com/empowered/tool_consumer.html
12

13. http://www.intentindex.com/mobile
13

14. Setting SMART goals
for social media
 Strategic measures
 Increase brand equity : CSAT
 Improve reach and so leads
and sales
 Tactical measures
 Share of voice, sentiment
 Operational measures
 Fans, Followers, Shares,
Contribution
 Site referred visits, leads and
sales
Source: Altimeter
14

15. Use Google Analytics
to understand true value
Measuring assists in Google Analytics 1
15
Google’s new social analytics 5

16. Example:
KPIs in place
16

17. STEP 2
CREATE YOUR STRATEGY
Source: Smart Insights: Content Strategy infographics
17

18. What can happen if you
don’t have a strategy…
18

19. Integrated social campaigns
http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/
19

20. “...the [potential] customer needs evidence that
we understand their problem better than they do
before they’ll buy, share or recommend us...”
@juntajoe - Content Marketing Institute
20

21. “Personalities, not brands engage
best in social media…
what is your brand personality?”
 Personality is the unique, authentic, and talkable soul of your brand
that people can get passionate about.
 Personality is not just about what you stand for, but how you choose
to communicate it. It is also the way to reconnect your customers,
partners, employees, and influencers to the soul of your brand in the
new social media era.
21

22. 22

23. 23

24. The heart of your digital marketing strategy
24

25. Define your core activities
for social media
 1 Managing reputation
 2 Delivering customer service
 3 Acquiring new customers
 4 Increasing sales from existing customers
 5 Increasing engagement with your brand by
adding value to customers
 6 Harnessing insights to develop the brand
3-5 should run on a continuous AND campaign basis
They require a content AND communications strategy
25

26. STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38
26

27. 2 types of listening
Social monitoring Social Research
 “Tracking online brand  “Analyzing naturally occurring
mentions on a daily basis for online categories of
PR, brand protection, conversation to better
operations and customer understand why people do
service outreach & what they do, the role of
engagement”. brands in their lives and the
product, branding and
Tom O’Brien & David Rabjohns Motive Quest communications implications
Listen First blog
for brand owners”.
For initial discovery phase - setup listening for mentions of:
* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers
Our listening tools: Smart Insights - Listening Tools Review
27

28. 28

29. Q. How do we respond?
Dell social listening/response process 29
See Social Governance Policies site

30. http://www.lab.firstdirect.com/
30

31. …and
“crowdsourcing”
structured social research
31

32. www.getpebble.com 32

33. www.getpebble.com 33

34. Half-lives
Twitter = 2.8 hours
Facebook = 3.2 hours
Direct sources (Email or IM) it’s 3.4 hours
STEPS 4 and 5
CONTENT and E-COMMUNICATIONS STRATEGY
Source: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm
34

35. 35

36. Which content engages for you?
 Information and news  Promotions
 Links to blog posts  Sweepstakes
 Yours AND Others  (Contribute to win)
 Free downloads  New product info
 Zeitgeist  Product discounts
 Questions  Live events
 Customer service Q&A  Product reviews
 Polls/surveys
36

37. What works for Eloqua (B2B)
Eloqua Facebook approach
37

38. 38
3
8

39. Creating a
social media hub
39

40. 40

41. Get into a rhythm…
Download “Building your Business with Facebook Pages”
41

42. Use a “conversational
calendar”
Download “Building your Business with Facebook Pages”
42

43. Love your influencers!
Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb
43

44.  REACH
Outreach! Collaborate with partners and influencers
to maximise impact of social media
44

45. STEP 6
Define approaches for core social networks
45

46. 46

47. CIM Social media benchmark Feb 2012 47

48. 48

49. Social Power
49

50. Smart Insights: Marie Page on Vets Now 50

51. 9 tips on the new Facebook Timeline 51

52. Success factors
According to Jas Dhaliwal
Head of communities
1. Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
52

53. 53

54. 54
Source: Social Bakers

55. 55

56. 56

57. STEP 7
Social media optimisation (SMO) and analytics
57

58.  1 Liking more:
 Sign-up page
optimisation
SMO Summary
 2 Sharing more
 Blog integration
 Mastering the APIs
 3 Engaging more:
 Reading more
 Commenting more
 4 Selling more
 Site integration
 Offer testing
 5 Serving more
 Service response
 Reputation response
58

59. Your views on Google+ ?
59

60. 60

61. The Not So Niche Networks…
61

62. MckKay case study
62

63. From “SoLoMo” to “ToDaClo”?
SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud
63

64. Source: Placecast 64

65. 65

66. “Geofencing”
 Geo-fence technology has been used today by
over six million opted-in consumers through
different programs from carriers like AT&T in the
US and Telefonica in Europe, as well as over 75
major consumer and retail brands.
Source: DDR (Malls)
66

67. A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
53% mobile
(Apps and Site)
30% mobile
Weekends
40% mobile
Weekdays
Source: InternetnetRetailer.com 67

68. Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/fsb2012
 Blog
uk.linkedin.com/in/davechaffey  www.smartinsights.com/blog
 Feeds
 www.feedburner.com/smartinsi
ghts
facebook.com/smartinsights
 Enewsletter
 www.smartinsights.com
twitter.com/smartinsights
68