Social Media Strategies for Real World Budgets

SOCIAL MEDIA
STRATEGIES
FOR REAL WORLD BUDGETS
Dayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #2
@PDXBizJournal @Dayn @GradyBritton

Tuesday, September 28, 2010

100,0
00
friend
THING 1 RE: SOCIAL MEDIA o ve r n s
ight!

Social Media Expert

I’m not.

THING 2 RE: SOCIAL MEDIA

It’s OK to feel overwhelmed.

I am.

USERS
Life cycle of social networks

TIME


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


CONTENTS UNDER PRESSURE

Evolution of Influence
How big is social media?
Why bother?
Quick Start Plan


Influence has evolved.

early

WWI&II
®

mid-century

information age


Identity has evolved.

®


Identity has evolved.


HOW BIG IS SOCIAL?


of all online time is spent
36%
for the
on social networks or blogs

66%
1:00 in every 4:30
average MORE TIME
internet THAN A YEAR
user: AGO

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010


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
Neilsen, Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009


“ Despite the almost unlimited nature of what you can do on the
web, 40 percent of U.S. online time is spent on just three
activities – social networking, playing games and emailing...

What Americans Do Online: Social Media And Games Dominate Activity - NeilsenWire Aug 2, 2010

Don’t social users hate marketing?


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


Fine. It’s popular.
But why should my biz bother?


But why should my biz bother?
Your customers Your competition
expect you to be is already there. It’s where the next
there. influencers are.

Serve your It’s fantastic
Presence customers better, for SEO.
equals trust. earn points.


SOCIAL MEDIA
QUICK START PLAN FOR REALISTS
7 Guidelines for Planning Social Participation


SOCIAL MEDIA
QUICK START
PLAN 1 NETWORKS

Quantcast.com
Forrester Social Technographics Tool


SOCIAL MEDIA
QUICK START
PLAN 2 PURPOSE
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership


Increase Awareness


Stimulate Sales or Leads

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. ;)


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


Establish Thought Leadership


SOCIAL MEDIA
QUICK START
PLAN 3 MEASUREMENT
fans, followers, subscribers, likes,
retweets, mentions, shares,
comments, pageviews, time
on page, referrals, share of voice,
sentiment, click - throughs, sales...

START HERE:
likes mentions referrals participation


SOCIAL MEDIA
QUICK START
PLAN 4 PERSONALITY
Who personifies your brand?

Be a friend. Participate. Stumble. Adapt.

Transparency is the message.


Personal
interaction
trumps stale
brand
messaging


SOCIAL MEDIA
QUICK START
PLAN 5 POLICIES
SocialMediaGovernance.org
@kellyrfeller


SOCIAL MEDIA
QUICK START
PLAN 6 CONTENT
What is most memorable about your brand
right now? What’s share worthy?
Center your content around what is poorly
served or missing in the market.
Turn questions customers are asking of your
competition, your sales or customer service
departments into topics.


Will It Blend?
iPhone:
2,281,902 views

Vuvuzela:
1,309,488 views


SOCIAL MEDIA
QUICK START
PLAN 7 NEXT PHASE
Plan for success, failure, and the more
likely blindside.

Have an objective 3rd party available.


REAL WORLD EXPECTATIONS

Social Influence takes time. A lot of time.

The tools are not the strategy.

Social Media should be part of your
larger online presence, not a silo.


Best Practices

Social Influence is a real thing.
Schedule it in.
Set aside time. Make nurturing your
social relationships a regular part of
your day.


Best Practices

Get your co-workers involved.
Encourage them to generate content.


Best Practices

Start blogging.
Try WordPress, Blogger, Tumblr or
Posterous.


Best Practices

Aim for and enable share-ability in
all your content.
Facebook Like button, Retweet this,
comments...


Best Practices

Develop an editorial calendar.

Mon Tue We Thur Fri
✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on
✓ 4 tweets ✓ bookmark 1 ✓ bookmark 3 ✓ 4 tweets YouTube
✓ bookmark 3 story story ✓ share 2 stories ✓ 10 tweets for
stories ✓ share 2 stories ✓ share 1 video on on Facebook Follow Friday
✓ share 2 stories on Facebook Facebook ✓ share 2 videos on
on Facebook Facebook


Best Practices

Host video and images externally.
Increase your exposure by uploading
imagery and video to Flickr & YouTube,
then embedding it on your site.


Best Practices

Always consider the user connected
to his or her social graph.


Thank you.
delicious.com / daynw / pbj2

GradyBritton.com For my card, txt: DAYN to 50500
GradyBritton daynw@gradybritton.com dayn


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