Mary Lou Roberts SOCIAL MEDIA MARKETING STRATEGY January 2010

Mary Lou Roberts WHAT DOES “SOCIAL MEDIA” MEAN TO YOU ? January roducing-conversation-prism.html

Mary Lou Roberts MARKETER TALKS CONSUMER LISTENS (MAYBE) January WHERE WE’VE BEEN -THE MASS MEDIA MODEL Repurchase/Regular UseTrialPreferenceLikingComprehension/KnowledgeAwareness

Mary Lou Roberts January WHERE WE NEED TO BE GOING - MASS MEDIA MODEL NO LONGER WORKS Many Communications Channels (Young) Consumers Ignore Traditional Media Traditional Communications Increasingly Ineffective

Mary Lou Roberts WHERE WE NEED TO BE GOING - MASS MEDIA MODEL NO LONGER WORKS January

Mary Lou Roberts SOCIAL MEDIA November  Discussion Boards/ Forums/ Chat Rooms  Clubs/ Groups/ Communities  Review/ Rating Sites  Direct Feedback (Solicited)  Blogs  RSS  Social Networks  Personalized Search (Tags or Search-Engine Powered)  Wikis and Other Collaboration Tools  Podcasts  Virtual Worlds  “Mash Up” “Web 1.0” “Web 2.0”

Mary Lou Roberts A B2C BRAND MARKETER’S VIEW January

Mary Lou Roberts FORRESTER’S MEDIA CHARACTERIZATION January

Mary Lou Roberts KEY STRATEGY ELEMENTS January

Mary Lou Roberts CISCO COLLABORATION STUDY January Corporations Using Social Networks Governance an Important Issue – IT Involvement Public and Private Cloud Tools

Mary Lou Roberts THE ‘CLOUD’ ?? January

Mary Lou Roberts THE ‘CLOUD’ January Off Site Virtual On Demand Subscription Model Shared Simple Web Based Off Site Virtual On Demand Subscription Model Shared Simple Web Based

Mary Lou Roberts THE PRO January

Mary Lou Roberts and THE CON January However, marketers still admit they don’t know enough about it. This was evident in results from a November 2008 MENG social media study showing 67% of executive marketers consider themselves beginners when it comes to using social media for marketing purposes.

Mary Lou Roberts IMPLICATIONS FOR B2B MARKETERS January

Mary Lou Roberts IMPLICATIONS FOR NON-PROFIT MARKETERS January /

Mary Lou Roberts EVEN GOVERNMENT MARKETERS! January

Mary Lou Roberts Many-to-Many Continuous Interaction Open/Transparent Consumer Chooses Content Marketer Must Provide Content – On Demand – With Permission November NEW APPROACH TO MARKETING

Mary Lou Roberts January Where do corporate execs fit in?

Mary Lou Roberts November INTERACTIVE VISION – THE GOAL BECOME PLACE WHERE LIKE- MINDED PEOPLE CONNECT ENCOURAGE CONTRIBUTION INCORPORATE INTERACTIVITY LISTEN ENGAGE

Mary Lou Roberts SOCIAL MEDIA STRATEGY – THE PROCESS January

Mary Lou Roberts January days-of-the-dragon-case-study?type=powerpoint

Mary Lou Roberts TECHNOLOGY = TOOL, NOT FOCUS January

January FOCUS ON CUSTOMERS THEN YOUR BUSINESS STRATEGY

Mary Lou Roberts ALTIMETER CALLS IT ‘SOCIALGRAPHICS’ January

Mary Lou Roberts Where are your customers online? What are your customers social behaviors online? What social information or people do your customers rely on? What is your customer’s social influence? Who trusts them? How do customers use social technologies in the context of your products? QUESTIONS MARKETER MUST ASK January

Mary Lou Roberts MY TOP TEN SOCIAL MEDIA MYTHS January It’s Easy. It’s Free. It’s About Technology. Social Media Reaches Mass Audiences. Marketers Can Talk About Their Products. All Internet Users Will Participate. Management Will Understand the Potential. We’ll See Results Right Away. Tracking, Measuring is Easy. We’ll Put It Up and It Will Take Care of Itself.

Mary Lou Roberts THE ULTIMATE CHALLENGE! January Used with permission of Deshannee Johnice

January INTEGRATE MESSAGE(S) ACROSS ALL MEDIA CHANNELS TO ACHIEVE BUSINESS OBJECTIVES