Social Marketing Strategy: A How-To Guide

Social Media Marketing & Your Overall Strategy

Orli LeWinter // @orlibethVP, Strategy & Social Marketing @360i

Monday, June 9, 14

Social media strategy:

ORLI LEWINTER // @orlibeth // @360I

From zero to overdrive

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THEN: Social media was planned in a silo.

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THEN: And real-time marketing was everyone’s strategy.

(Still is for some.)

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NOW:


Interest in social is now on a par with brand strategy.

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fragmentation of media consumption


Marketers must go where their consumers are.

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NOW: Social media in the service of brand building.

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where will your consumer be tomorrow?


It’s (nearly) impossible to predict.

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Client Data

Brand Arsenal

Real-time Insights

Activation

Optimization

Measurement

COMPANY

CONSUMER

CATEGORY

CULTURE

‣  Who is your target audience?

‣  What is going to motivate them to care and share?

‣  What are the cultural touch-points?

‣  How can we be relevant?

‣  How is your brand perceived?

‣  What�s your brand truth?

‣  What�s the competition doing?

‣  How can we stand out?

CURRENCY

FILTER Defining The Currency

Search Data

INPUT Understanding Value Currency Exchange

OUTPUT

currency-centered planning to guide social strategy development


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Align your social strategy with your brand strategy


Brand Purpose

brand vision

brand promise

brand promise

brand promise

brand promise

brand strategy

social strategy

Social vision social currency

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Smart social planning for small businessesThere’s an even greater need to form 1:1 relationships.

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WHATEVER else YOU do...

3 things to always keep in mind

your audience is mobile. Optimize the experience accordingly.

the internet is visual. Photos & video are crucial.

Brands are “people” too. Define a persona and find your voice.

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to planning for

6 Steps

Social Media Success


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1. Identify your target audience.* and understand their media consumption habits.


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1. Identify your target audience.* and understand their media consumption habits.


• not just demographics, but psychographics: Are they Small Business Owners? Vacationers? Do-It-Yourselfers?

• not just where they are online, but how they’re using those platforms: Where do they give permission for brands to engage?

• how do they feel about your brand and/or category:Sentiment and in depth buzz analysis can uncover opportunities & white space.

• some consumers can influence others: With limited resources, focus on those who have outsize influence on their peers.

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2.Hone in on your brand’s unique currency.* What Will compel consumers to care, share & connect?


What Brands O!er Consumers

What Consumers Give Back To You

Conversation Access Utility

Entertainment Social Currency Product

Authenticity

WOM

Advocacy

More consumers

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2.Hone in on your brand’s unique currency.* What Will compel consumers to care, share & connect?


• currency usually lies at the intersection of brand & consumer: What can your brand offer that your consumer wants?

• it’s also culturally influenced: The way consumers want to engage with brands is constantly evolving.

• in social, the real value is permission-based marketing, not paid:Without valuable currency, your dollars will have to work much harder.

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3.Set clear goals. * and don’t forget to measure & optimize against them.


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3.Set clear goals. * and don’t forget to measure & optimize against them.


• kpi’s should ladder back up to business goals: The number of fans you have (and other metrics) should not be an end in and of itself.

• To gauge success of social, you may have to measure other media as well: Search volume, clicks, web traffic, conversion rates, sales, etc.

• measurement is useless if you’re not applying what you learn:Social moves quickly. Re-evaluate and optimize your campaigns frequently.

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4.Develop your social architecture.* and ensure it plays into your overall marketing plan.


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• all media can be social nowadays: tv, print, events, etc.

• consider how people will find the content: Distribution channels, paid media, etc.

• ensure strategic flow of traffic & content:Based on your goals & audience profile

• use influencers to your brand’s advantage: They have built-in audiences that can achieve reach

4.Develop your social architecture.* and ensure it plays into your overall marketing plan.

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5.Adequately budget for content development.* and don’t forget the cost of distributing that content.


Monday, June 9, 14

5.Adequately budget for content development.* and don’t forget the cost of distributing that content.


• doesn’t have to cost a fortune, just has to be on-brand and look good: Social creative is no longer the red-headed step-child of advertising. Allocate enough resources to create something for social that your brand can be proud of.

• it takes time & resources to manage content calendars, too: Not just the cost of creating the content, but developing content strategy, posting, analyzing, etc.

• Smart distribution - paid or earned - is key to success:Many social platforms (like Facebook) are pay-to-play nowadays. Others, like Reddit, require smart distribution strategies.

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6.Always be ready to pivot.* experimentation is half the fun (and an opportunity).


Snapchat, instagram, pinterest all experiencing meteoric rise

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6.Always be ready to pivot.* experimentation is half the fun (and an opportunity).


• Always keep your finger on the pulse of where your audience is moving: Especially with younger consumers, media habits could change on a dime.

• with many media platforms, the early bird gets the worm: On Pinterest, for example, those who create an early footprint may see longterm benefits with regards to “Pinterest-engine optimization”

• fail early, fail fast, fail often (also succeed from time to time):On newer platforms, there’s less of a spotlight on what your brand is doing, so it could be a great opportunity to test and learn.

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thanks!

Questions?

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