BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | marketingprofs 2013

The Scrappy Brand’s Guide to Social Media on a Budget

Hello Boston!

Nick WestergaardBrand Driven Digital@NickWestergaard

Rob YoegelMonetate

@RobYoegel

1

Why Scrappy?

WANTED: Order from Chaos

Photo via Flickr user Jason A. Howie

Not All About the ...

Photo via Flickr user Ervins Strauhmanis

Myth of Size

Photo via Flickr user CJ Isherwood

Photo via Flickr user firepile

Shiny Things Distract

Photo via Flickr user kkirugi

Checklist Marketing

Photo via Flickr user andriux-uk events

Get Scrappy

Photo via Flickr user Rennett Stowe

Efficient + Effective

2

How to Get Scrappy

SCRAPPY

STRATEGY

STAFFINGCONTENT

Photo via Flickr user Robert Course-Baker

Strategy First

“– rudyard “why am i in a marketing talk?” kipling

“I keep six honest serving men – (They taught me all I knew); Their names are

WHAT and WHY and WHEN and HOW and WHERE and WHO.”

Photo source: Wikimedia Commons

Unpacking the “Serving Men”‣ WHY are we doing this? — Business objective

‣ WHAT are we doing? — Something with social media*

‣ WHEN does this happen? — Timing

‣ WHERE does this happen? — Offline & online space

‣ WHO does this involve? — Personnel

‣ HOW do we get it done? How do we measure success?

* Are you sure it has to be social media?

‣ Branding

‣ Community Building

‣ Public Relations

‣ Market Research

‣ Customer Service

‣ Leads & Sales

Ground with WHY

Re-Imagining Content

Photo via Flickr user Steve Snodgrass

Utilizing Historical Content

Curating Content

Photo via Flickr user n0nick

Encouraging User-Generated Content

Scrappy Staffing

Photo via Flickr user Wayne Large

Everyone’s a Marketer

3

Scrappy Case Study:Monetate

@RobYoegel

> 10,000,000 Followers

@RobYoegel

< 1,000,000 Followers

@RobYoegel

Overall Website Traffic ReferrersJuly–December 2012

37%

27%

22%

14%

Referral Direct Organic Other (including social)@RobYoegel

19%

28%

24%

29%

Referral Direct Organic Other (including social)

Overall Website Traffic ReferrersJanuary–June 2013

@RobYoegel

@RobYoegel

LinkedInFacebookTwitter

9% 10% 19%@RobYoegel

28% 20% 27%@RobYoegel

4

Scrappy Next Steps

Photo via Flickr user Mu!et

Case Studies v. Recipes

Scrappy Tip: Just Ask!

Source: barnickeldesign.com

‣ Simplify & Clarify

‣ Ground with Strategy

‣ Measure What Matters

‣ Empower Your Team

‣ Don’t Be Afraid to Look for Recipes Outside of B2B

‣ Efficient & Effective = Implement & Iterate

Scrappy Takeaways

Questions?

Nick WestergaardBrand Driven Digital@NickWestergaard

Rob YoegelMonetate

@RobYoegel