Lecture jan 24 2011
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This document discusses insights and opportunities for using social media. It begins by outlining key questions to consider when developing a social media strategy, such as aligning with marketing objectives and understanding the required time and resource investments. It then describes three potential levels of social media practice: platform, brand activation, and campaign specific. Several rules of thumb for social media strategy are provided, including listening before acting, developing internal processes, planning ahead, and reporting on results. Lastly, examples of strategic thought starters and potential social media tactics are listed.
Lecture jan 24 2011
- 1. Insights and opportunities in social mediaJanuary 24, 2011
- 2. Questions from Last Week?
- 4. Reading
- 6. Theory-induced blindnessandThe Fundamental Attribution Error(actor/observer bias)
- 8. Social Production andPersonal Definition of Value
- 10. Opportunities In the Social Graph
- 11. Love Where You Live
- 12. PlanRallyEnsure you are prepared to enter the social space properlyAlign social strategy with marketing objectivesOngoing optimizationListenConnect
- 13. Use social media when you can actually be socialWill the brand get credit/credibility?
- 14. Is it about information/explanation OR conversation?
- 15. What is the investment in time, money, and effort required?
- 16. What is the tolerance level for transparency and openness?
- 17. Is the target well defined as it relates to their participation in the social space?
- 18. Are we clear in what we want people to do?
- 19. What is the value we are bringing to the conversation?Potentially 3 levels of social media practicePlatform When you need a large-scale solution for the company at large on an ongoing basis (e.g. Southwest Airlines)Brand activation When you need quick build-up and ongoing momentum for a brand (e.g. a branded Facebook page)Campaign specific When you need social media to support or further a campaign (e.g. Dove Real Beauty)
- 20. Campaign Specific“How do we use social media to enhance the creative idea?”Develop social media executions to enhance a campaignSocial monitoring: Conversation snap shot
- 21. Insight mining to inform strategy
- 22. Social Strategy development (objectives, barriers, message, channel)
- 23. Influencer identification, outreach, and activation
- 24. Content calendar
- 26. Determine moderation planBrand Activation“How do we use social media to _______?”Align with Brand Marketing Plan goals and objectives
- 27. Identify campaigns and initiatives throughout year that can benefit from Social Media
- 28. Develop Social Media Campaigns for each identified opportunity that specifically delivers campaign objectives and enhances campaign momentum
- 31. Ongoing Measurement & Metrics; periodic, campaign specific, tied to ROI goalsPlatform“How and when do we use social media effectively?”Develop an enterprise-level, holistic go-to-market social strategy
- 32. Identify key issues and initiatives that can benefit from social media
- 34. Determine roles and responsibilities and strategic partner integration
- 35. Determine moderation planA few rules of thumb
- 36. Rule 1Listen Before You ActIdentify key issuesDetermine who is influencing the conversationHelps develop your strategy
- 37. Rule 2Develop Internal Processes Before EngagingIdentify who is ultimately responsibleAssign roles and responsibilitiesKnow legal implicationsDetermine how and when you can respond
- 38. Rule 3Plan AheadHave content ready to go (content strategy/calendar)Be ready for worst case scenariosIdentify how to best align with objectives for the year
- 39. Rule 4ReportSet up a system for regular reportingShould be both from listening and your activityHelp the organization learn and optimize
- 40. Rule 5EducateStay in the know on what is happening in the social graph at largeBut, don’t jump on just any new trend or fadBe quick but rigorous
- 42. StrategySeries of thoughtful trade offsSolves a real problem
- 46. Components of Social MediaCommunityNetworkConversationFormed around people’s passionsHow people connect and talk about their passions
- 47. Your Conversation is Already There~630K Blogs that mention “Oatmeal”Over 500 “Oatmeal” related groups on Facebook~3.5MM Messages about “Health”~140K Blogs that mention “Heart Health”Over 500 “Heart Health” related groups on FacebookWho’s having these conversationsWhere Quaker is relevantSources: Google Analytics 2008, MotiveQuest 2008, Facebook 2008
- 48. “I just want something tasty to get me through the day that doesn’t drag me down.”“Try and eat some carbohydrates… I usually have oatmeal with fruit about a ½ hour before my workout, and I have plenty of energy.”Source: Anthropology Study, Health, Wellness, Food Sites
- 49. “Everyone has some motivating factor… What’s yours? Mine’s avoiding heart disease.”“I have a vested interest in staying healthy for the long term…it is a constant fight but one worth winning! Keep up the good work all!!”Source: Anthropology Study, Health, Wellness, Food Sites
- 50. Nourishingmy environmentRallying and directing social energyGood forOUR WORLDNourishingmy communityInformation sharing and encouraging othersGood forWHO I CARE FORNourishingmy selfInformation collection and self-encouragementGood for ME
- 51. Inform
- 53. Share
- 55. Rally
- 57. Scenario 1Your company is launching a new product that is out of the norm for what they usually do (e.g. Gatorade is starting to sell shoes) and you need to generate credibility.
- 58. Scenario 2Your company is launching a new product that is close to what they already do (e.g. Cadbury has come out with a new candy bar) and you need to generate excitement.
- 59. Scenario 3The spokesperson for your company’s recent (and successful) ad campaign was just arrested for drug possession. Your company sells children’s educational videos.
- 60. Scenario 4You’ve just opened up a new restaurant and you need to get the word and excitement out about it.
- 61. Scenario 5People in your loyalty program are either inactive or, worse, are even starting to opt out. You need to refresh and rejuvenate your list.
- 62. Assignment 3: Developing a Social Media ProgramObjective: Develop a social media strategyCould be implementedBudget may not an issue (imagine you had all the money you needed)Incorporate all you’ve learned throughout the courseShould be for a limited engagement rather than an ongoing platformWill be a presentation – use whatever mediums you feel appropriate15-20 minutes to present (includes setup time) but QUALITY over quantity10 minutes for Q&A
- 63. Assignment 3: PresentationBackgroundWhat is the brand, company, organization, etc. that you are creating this for?
- 64. What is the problem you need to solve for and why does it matter?
- 65. What is the overall objective in addressing this problem? Why?MotivationWhat motivation(s) are you tapping into? What is the consumer behavior/desire you want to support/enrich/further/etc.?OpportunityWhat is your overall strategy? How will you capitalize on existing motivations?ListeningWhat is the approach you will take for listening? Monitoring? Moderating? Don’t have to do both, but need to know why you would use.
- 66. How will you use information you get from listening? (e.g. crisis management, insight development, influencer identification, etc.) Why? Means of ConnectingWhat are 3 tactics you would employ and how they would work specifically for your strategy? (Develop a Facebook page VS Develop a Facebook page that allows people to share fantasy football stats with their network and can pull directly from their fantasy football sites.) How do they work? Why would you use these?
- 67. Who will you connect with? How will you identify and work with Influencers?
- 68. What does your internal social media process or logistics look like?RallyingWhat do you ultimately want your ‘community’ to do? Why?Measuring SuccessHow will you measure success?TACTICS (a partial list)FB pageContent calendarAppsMobile linkRatings and rankingsInfluencer outreachContent seedingTwitter feedCommunity developmentWikisContestsUGC