Social Strategy: Why Does Strategy Get Left Behind?

Why is strategy being left out?
April 28th, AAF Knoxville, TN

©2011 22squared

Friday, April 29, 2011

1. Maybe they’ve forgotten the difference between strategy and tactics

©2011 22squared


Strategy vs. Tactics
1. Maybe they’ve forgotten the difference between strategy and tactics

©2011 22squared


Strategy is when you have a plan to accomplish
something. From beginning to end if you are prepared
and focus on your plan that's having a strategy.

strat·e·gy ˈ ə ē Noun
1. A plan of action or policy designed to achieve a major or overall aim.
2. The art of planning and directing overall military operations and movements.

©2011 22squared


Tactics are the specific actions, sequences of actions, and
schedules you use to fulfill your strategy. If you have more
than one strategy you will have different tactics for each.

tac·tics /ˈtaktiks/Noun
1. An action or strategy carefully planned to achieve a specific end.
2. How you will achieve your strategy and when.

©2011 22squared


digital&social
Brand Strategy

©2011 22squared


STRATEGIC GAP
It’s like going on a road-trip, when you don’t know where you’re going or why?

©2011 22squared


10 Questions to ask yourself
1. Why social? (follow your brand, not your competitors)
2. How can this channel benefit my brand/customer?
3. Who do I admire (socially)?
4. What area of my business needs the most help?
5. What’s being said about my brand, product or service?
6. Where do I start? (Should vs. Could)
7. What platforms are most relevant?
8. How do I position my brand?
9. What assets do I have vs. need?
10. What does success look like and how do I measure it?

©2011 22squared


Don’t let tactics wag your brand.
T.G.I.F? or... T.G.(we’re not).F?

Strategy

Tactics

By Sunday, Sept. 13. 2009 Woody hit the
proposed 500,000 Facebook fan mark
http://slidesha.re/socialbad

©2011 22squared


Takeaway: Get to know your audience.
Post like a friend, not a brand.

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WOW!

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Brand Mission Aspirational (True North)

STRATEGIC GAP
Platform Tactics Approach
Platform Tools Efficiencies & Scale
Platform Content Information/Assets
Measures+Metrics Validate/Inform/Adapt
Why do some brands to start here?

©2011 22squared



Why do some brands to start here?

©2011 22squared


We are going to
We are going to
“Do Social Media”
“Do Facebook” We are going to
“Do Twitter”

Brand X (sound familiar?)

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Please Don’t

©2011 22squared


If you’re going to “Do”
anything, do this...

STRATEGY

(Future State) Vision Reason for Being
(Plan) Strategy High-Level Goals & Objectives
Identified Platforms Relevance
Platform Priority Value & Impact
Platform Strategy Specific Goals & Objectives

©2011 22squared


There has to be a reason...

©2011 22squared


Told you there was a reason :)

©2011 22squared


If you know where you’re going (and why)
all you need is a plan on how to get there.

©2011 22squared


Brand Vision Statement

What’s Yours? Delivering happiness to customers,
employees, and vendors

A Typical vision statement is a more specific, 2-4 sentence Zappos Vision
overview of your company. It describes your purpose, values
Develop customer service
and your desired future state or your company.
outreach through social media

Things to think about... Best Buy Vision
1. What’s the company purpose? What do you do for your customers?
2. What values does the company and your employees embody?
Provide the ultimate social
3. Where is the company headed? How will it grow?
experience for sports fans
(new commitments, services etc...)?

BWW Vision

©2011 22squared


Want to know a

Secret?
©2011 22squared


People nor departments
are “responsible for social”
...the strategy is.

©2011 22squared


The Plan
BRAND
Mission Statement
a.k.a
Strategy
SOCIAL
Vision Statement

Platforms + Tactics + Measures

©2011 22squared


Why Social?
Top Reasons Brands Are Investing In Social...
1. To generate word of mouth advocacy
2. Develop brand loyalty and build closer relationships with customers
3. Address customer care issues
4. Educate customers and media about company-related issues
5. Support product/service sales and events
Source: FedEx Social Brand Study

©2011 22squared


Start Here...
1. __________My Brand.
Serve or Amplify?

2. ______My Advocates.
Earn or Activate?

©2011 22squared


Great job of serving their Serve
customer by activating their
employees @twelpforce

Where should
your brand start?
Activate Earn

Brand positioning
indicates how these
brands may have entered
into social media. Where
they move from here
depends on how their
customers need them
most over time. Amplify

©2011 22squared


Identify & Prioritize

Platforms
Facebook
Let your strategy Twitter
prioritize your platforms Opinions/Reviews (Yelp!)
Social Coupon Sites
Youtube
So many choices, I can’t LinkedIn
read all of the tiny logos Mobile - LBS
anymore ;)
Mobile - SMS
Mobile - Applications
Mobile - Search/Display
E-mail
...and MORE!

©2011 22squared


Putting it all together...
Mission. Strategy. Tactics. Activation.
Brand Social Goals Objectives Tools Platforms Content Experiences

Measure. Report. Adapt.

©2011 22squared


Now that you’ve answered all of the important questions
for you brand, now you can do cool sh!t like this...

©2011 22squared


1MM Likes
2MM Likes

3MM Likes

Leading by Example...
We couldn’t have achieved such FANomenal
4.5MM success without both our fans and a strategy
Likes

©2011 22squared


Work that talks™
Our agency is dedicated to igniting and sustaining brand
advocacy. We do this by creating “work that talks.”

The next slide is a little
video on the power of
advocacy, enjoy...

©2011 22squared


In Summary...
1. Be strategic, not just experimental
2. Listen to what they want
3. Have a goal, set some benchmarks
4. Develop a conversation strategy worth having
5. Post like a friend, not like a brand
6. Recognize your fans/followers awesomeness
7. Use good content to drive conversation
8. Leverage P.O.E.M. to grow likes (paid. owned. earned. media)
9. Deﬁne success, know when you did well
10. Deﬁne value, and make a di erence

©2011 22squared


My Contact Info 22squared: Our Clients
David Rollo AUTO FINANCIAL CPG

22squared
SVP, Digital/Social Strategy A L E

Twitter: @iRollo T R AV E L / TO U R I S M C A S U A L D I N I N G /Q S R GROCERY

Email: David.Rollo@22squared.com

Thank You. R E TA I L / FA S H I O N TELECOM/ENT NON PROFIT

Museum of Art

©2010 22squared


Social Strategy: Why Does Strategy Get Left Behind?

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