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7 Steps for creating
an integrated
social media strategy


Dr Dave Chaffey
SmartInsights.com/fsb2012
Download Presentation and
“Need-to-know guide”




                            1
Grow
   your
  digital
footprint!

  Grow
  sales

     2
3
4
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:



                                                      5
STEP 1
BENCHMARK AND SET GOALS

                          6
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

                                               7
How social are your audience?




               http://www.forrester.com/empowered/tool_consumer.html


                                                      8
http://www.intentindex.com/mobile


                                    9
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

                                                10
Use Google Analytics
to understand true value




    Measuring assists in Google Analytics        1
                                            11
        Google’s new social analytics            1
Example:
KPIs in place
                12
STEP 2
CREATE YOUR STRATEGY
           Source: Smart Insights: Content Strategy infographics

                                                     13
“...the [potential] customer needs evidence that
we understand their problem better than they do
    before they’ll buy, share or recommend us...”
                       @juntajoe

                                                    14
“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.




                                                              15
16
17
The heart of your digital marketing strategy
                                           18
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
                                             19
STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38



                                                                                  20
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

                                                                         21
http://www.lab.firstdirect.com/

                                  22
…and
     “crowdsourcing”
structured social research




                         23
Q. How do we respond?




    Dell social listening/response process   24
www.getpebble.com   25
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




                                                                                                           26
27
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




                                                             28
What works for Eloqua (B2B)




         Eloqua Facebook approach
                                    29
30
     3
     0
Creating a
social media hub
                   31
32
Get into a rhythm…




Download “Building your Business with Facebook Pages”
                                                    33
Use a “conversational
      calendar”




Download “Building your Business with Facebook Pages”
                                                   34
Love your influencers!




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


                                                                                                                      35
 REACH




Outreach! Collaborate with partners and influencers
       to maximise impact of social media

                                             36
STEP 6
Define approaches for core social networks

                                         37
38
CIM Social media benchmark Feb 2012   39
40
Social Power
               41
Smart Insights: Marie Page on Vets Now   42
9 tips on the new Facebook Timeline   43
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
                             44
45
STEP 7
Social media optimisation (SMO) and analytics

                                         46
 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

                             47
Your views on Google+ ?




                     48
49
The Not So Niche Networks…




                      50
MckKay case study
                    51
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


                                                        52

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Social media marketing for small businesses

  • 1. 7 Steps for creating an integrated social media strategy Dr Dave Chaffey SmartInsights.com/fsb2012 Download Presentation and “Need-to-know guide” 1
  • 2. Grow your digital footprint! Grow sales 2
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  • 5. 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: 5
  • 6. STEP 1 BENCHMARK AND SET GOALS 6
  • 7. 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 7
  • 8. How social are your audience? http://www.forrester.com/empowered/tool_consumer.html 8
  • 10. 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 10
  • 11. Use Google Analytics to understand true value Measuring assists in Google Analytics 1 11 Google’s new social analytics 1
  • 13. STEP 2 CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 13
  • 14. “...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe 14
  • 15. “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. 15
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  • 18. The heart of your digital marketing strategy 18
  • 19. 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 19
  • 20. STEP 3 LISTENING AND REPUTATION MANAGEMENT Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 20
  • 21. 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 21
  • 23. …and “crowdsourcing” structured social research 23
  • 24. Q. How do we respond? Dell social listening/response process 24
  • 26. 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 26
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  • 28. 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 28
  • 29. What works for Eloqua (B2B) Eloqua Facebook approach 29
  • 30. 30 3 0
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  • 33. Get into a rhythm… Download “Building your Business with Facebook Pages” 33
  • 34. Use a “conversational calendar” Download “Building your Business with Facebook Pages” 34
  • 35. Love your influencers! Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 35
  • 36.  REACH Outreach! Collaborate with partners and influencers to maximise impact of social media 36
  • 37. STEP 6 Define approaches for core social networks 37
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  • 39. CIM Social media benchmark Feb 2012 39
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  • 42. Smart Insights: Marie Page on Vets Now 42
  • 43. 9 tips on the new Facebook Timeline 43
  • 44. 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 44
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  • 46. STEP 7 Social media optimisation (SMO) and analytics 46
  • 47.  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 47
  • 48. Your views on Google+ ? 48
  • 49. 49
  • 50. The Not So Niche Networks… 50
  • 52. 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 52