This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR. 1. Introducing Social Influence Marketing (SIM) 2. Boring social media statistics (social is mainstream) 3. A Guide to Social Strategy (always in work) 4. Steal these local campaigns (case studies

1. SOCIAL MEDIA
STRATEGIES
Dayn Wilberding, Grady Britton
FORGE MARKETING SUMMIT 2010

2. CONTENTS UNDER PRESSURE
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns

3. THING 1 RE: SOCIAL MEDIA
Social Media Expert
I’m not.

4. 100,00
0
friends
THING 1 RE: SOCIAL MEDIA overni
ght!
Social Media Expert
I’m not.

5. THING 2 RE: SOCIAL MEDIA
It’s OK to feel overwhelmed.
I am.

6. USERS
Life cycle of social networks
TIME

7. I can has?

8. Social Media Technologies that make creating and sharing
content possible
Social Influence Understanding the influence we have on
Marketing each other in Social Media & techniques for
utilizing it for business goals

9. early cultural identity
WWI&II cultural identity
®
mid-century identity
information age identity

11. BRAND

12. BRAND
BRAND
BRAND BRAND
BRAND

13. BRAND
BRAND
BRAND
BRAND BRAND
BRAND

14. Social Influence Marketing
WTF?

15. Social Influence Marketing
WHAT’S THAT FOR?

16. WEB 1.0

17. WEB 2-ish

18. WEB 3.14159

19. WEB 3.14159

20. Social Influence Marketing

21. Social Influence Marketing

22. Social Influence Marketing

23. Social Influence Marketing
INFLUENCER

24. Social Influence Marketing
INFLUENCER

25. Social Influence Marketing
INFLUENCER
INFLUENCER
INFLUENCER

26. Social Influence Marketing
INFLUENCER
INFLUENCER
INFLUENCER

27. CONTENTS UNDER PRESSURE
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns

28. Boring statistics
HOW BIG IS SOCIAL?

29. BY THE NUMBERS
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

30. BY THE NUMBERS use social
51% networks
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

31. BY THE NUMBERS use social
read
blogs 49%51% networks
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

32. BY THE NUMBERS use social
read
blogs 49%51%
3/4
networks
participate in social media in some way
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

33. BY THE NUMBERS use social
read
blogs 49%51%
HOW? 3/4
networks
participate in social media in some way
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

34. BY THE NUMBERS use social
read
blogs 49%51%
HOW? 3/4
networks
participate in social media in some way
have watched a
77 commercial on
PERCENT YouTube
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

35. BY THE NUMBERS use social
read
blogs 49%51%
HOW? 3/4
networks
participate in social media in some way
have watched a 51% post
77 commercial on
PERCENT YouTube
original content
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

36. BY THE NUMBERS use social
read
blogs 49%51%
HOW? 3/4
networks
participate in social media in some way
have watched a 51% post
77 commercial on out of 100content
original
consumers,
PERCENT YouTube posted product reviews
73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

37. BY THE NUMBERS use social
49%51%
read
blogs
HOW? 3/4
networks
97 %
participate in social media in some way
have watched a 51% post
have
searched
for a brand
online
77
PERCENT
commercial on out of 100content
original
consumers,
YouTube posted product reviews
73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

38. BY THE NUMBERS use social
49%51%
read
blogs
HOW? 3/4
networks
97 %
participate in social media in some way
have watched a 51% post
have
searched
for a brand
online
77
PERCENT
commercial on out of 100content
original
consumers,
YouTube posted product reviews
73
SOCIAL MEDIA IS MAINSTREAM
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

39. Don’t social users hate marketing?

40. Don’t social users hate marketing?

41. Don’t social users hate marketing?

42. Don’t social users hate marketing?
Razorfish - FEED 2008, 2009

43. Don’t social users hate marketing?
76% welcome brand advertising
Razorfish - FEED 2008, 2009

44. Don’t social users hate marketing?
76% welcome brand advertising
66% friended or followed a brand
Razorfish - FEED 2008, 2009

45. Don’t social users hate marketing?
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
Razorfish - FEED 2008, 2009

46. Don’t social users hate marketing?
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
97% say that influenced a purchase decision
Razorfish - FEED 2008, 2009

47. CONTENTS UNDER PRESSURE
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns

48. GUIDE TO
SOCIAL
STRATEGY
LURK : PLAN : PARTICIPATE : MEASURE

49. GUIDE TO
SOCIAL
STRATEGY LURK 1
Find the conversations
Determine your social audience
Evaluate messaging options

50. LURK:// Find the conversations

51. LURK:// Find the conversations
Twitter Search BlogScope Facebook Search
Social Mention
Google Blog Search Omgili
Trendrr Facebook Lexicon

52. LURK:// Determine your social audience
?
Quantcast.com
Forrester Social Technographics Tool

53. LURK:// Determine your social audience
time behavior

54. LURK:// Determine your social audience
time behavior

55. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

56. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

57. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

58. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

59. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

60. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

61. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

62. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

63. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

64. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

65. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

66. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

67. LURK:// Evaluate messaging options
PAID
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom

68. LURK:// Evaluate messaging options

69. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

70. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

71. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

72. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

73. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

74. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

75. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

76. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

77. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

78. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

79. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

80. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

81. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

82. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

83. LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events

84. GUIDE TO
SOCIAL
STRATEGY PLAN 2
Develop SIM voice Editorial schedule
Find a champion Forget your
expiration dates
Have rules, will social
Define goals

85. PLAN:// Develop a SIM voice
In the social world, trust comes in the
form of accessibility and openness.
Be a friend. Participate. That will be the
bulk of your message.

86. PLAN:// Develop a SIM voice
Influencers look for deeper
engagement.

87. PLAN:// Find a champion
Personal
interaction
trumps stale
brand
messaging

88. PLAN:// Have rules, will social
Set rules, but trust people.
Have a personality, please.

89. PLAN:// Define goals
Awareness, share of voice
Retweets, shares, reach
Sentiment, qualitative
Sales, coupon redemption

90. PLAN:// Editorial Calendar

91. PLAN:// Editorial Calendar
Mon Tue Wed Thur Fri
✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on
✓ 4 tweets ✓ bookmark 1 story ✓ bookmark 3 story ✓ 4 tweets YouTube
✓ bookmark 3 stories ✓ share 2 stories on ✓ share 1 video on ✓ share 2 stories on ✓ 10 tweets for Follow
✓ share 2 stories on Facebook Facebook Facebook Friday
Facebook ✓ share 2 videos on

92. PLAN:// Forget your expiration dates
SIM is not a toe-dip science.
SIM is an long-term commitment to
cultivating advocacy so your customers will
do the marketing for you.

93. GUIDE TO
SOCIAL
STRATEGY PARTICIPATE 3
Profiles
Add value & Answer questions
Respect the community
Syndication tools
Tie into everything

94. PARTICIPATE:// Profiles

95. PARTICIPATE:// Respect the existing
community
≠ ≠
followers fans connections

96. PARTICIPATE:// Respect the existing
community
≠ ≠
followers fans connections

97. PARTICIPATE:// Syndication tools
BRAND
del.icio.us
.
.
.

98. PARTICIPATE:// Tie into everything

99. GUIDE TO
SOCIAL
STRATEGY MEASURE 4
Measurement tools
Which metrics to watch

100. MEASURE:// Measurement tools

101. MEASURE:// Measurement tools

102. MEASURE:// Measurement tools

103. MEASURE:// Which metrics to watch
2009 traffic, pageviews, number of followers & fans
reach, share of voice, sentiment
2010 sales leads, conversion, ave order value

104. MEASURE:// Which metrics to watch
PURPOSE METRICS
deals & specials posts, click-throughs, redemptions
customer service conversations, answers, sentiment
awareness, leadership fans, followers, retweets, shares

105. MEASURE:// Which metrics to watch
PURPOSE METRICS
deals & specials posts, click-throughs, redemptions
customer service conversations, answers, sentiment
awareness, leadership fans, followers, retweets, shares

106. CONTENTS UNDER PRESSURE
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns

107. LOCAL
SUPERSTARS
OF SOCIAL
(Steal these campaigns)

109. 750 1500
followers followers

110. 750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?

111. 750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)

112. 750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone
watching? Social media customer service case study right here.

113. 750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone
watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon.
Happy Thanksgiving, and thanks for your business!

114. 750 1500
followers followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that
today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone
watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon.
Happy Thanksgiving, and thanks for your business!
@DiscountTire will be giving me $50 rebate, even though it wasn't avail
yesterday. Thanks to Rex for fielding the call from corporate. ;)

115. 1100
followers

116. 1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them

117. 1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online
price from tirerack.com. Big props for that

118. 1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online
price from tirerack.com. Big props for that
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the
rebate as well. It is only a day difference & they should honor that

119. 1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online
price from tirerack.com. Big props for that
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the
rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great
customer service. FTW

120. 1100
followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco
prices and we have all terrain tires & love them
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online
price from tirerack.com. Big props for that
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the
rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great
customer service. FTW
27
followers
storeistold:@daynThere's a state law, Discount Tire has to give you your $50
back - if the sale is within 30 day

122. BestOfBurgerville.com

130. Eclectic Products
ShoeGoo June 2008

131. Where are the
skateboarders
loitering online?

132. Brad Paisley
Video Contest

133. The Idea:
SKATE VIDEO CONTEST

134. Micro Site Visitors
Shoe Goo Micro Site
ShoeGooSkate.com

135. Micro Site Visitors
Shoe Goo Micro Site
Video contest powered
by YouTube
YouTube Subscribers
Shoe Goo YouTube contest
ShoeGooSkate.com

136. Micro Site Visitors
Shoe Goo Micro Site
Video contest powered
by YouTube
YouTube Subscribers Videos also posted
Facebook Friends
to Facebook Page
Shoe Goo YouTube contest Shoe Goo Facebook Page

137. Twitter Followers
Twitter Mentions
Shoe Goo and Skate topics
on Twitter
Micro Site Visitors
Shoe Goo Micro Site
Video contest powered
by YouTube
YouTube Subscribers Videos also posted
Facebook Friends
to Facebook Page
Shoe Goo YouTube contest Shoe Goo Facebook Page

138. Twitter Followers
Future expansion areas of the Micro Site
Twitter Mentions
Shoe Goo and Skate topics
on Twitter Test your goo.
(Where to skate)
Micro Site Visitors
Shoe Goo Micro Site
Video contest powered
by YouTube
YouTube Subscribers Videos also posted
Facebook Friends
to Facebook Page
Shoe Goo YouTube contest Shoe Goo Facebook Page

141. 116 fans
318 followers 5,619 pageviews
5,725 views

142. Because Grady
Britton <3’s U
Schedule your
Twitter tweets

143. If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.

144. If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.
Decide to attack a project socially,
develop a SIM plan, and stick to it. Bite
it off in manageable chunks.

145. Thank you.
delicious.com / daynw / FORGE
GradyBritton.com For my card, txt: DAYN to 50500
GradyBritton dayn