M ARY L OU R OBERTS April 2009 WHAT I’VE LEARNED ABOUT SOCIAL MEDIA MARKETING SPRING 2009

M ARY L OU R OBERTS April 2009 CAVEAT I Had Read All the Articles Before I Assigned Them. Favorites: The Contribution Revolution Transformation of NPR Online PR Awareness Networks on Best Practice Communities communities.asp

M ARY L OU R OBERTS April 2009 REPRESENTATIONS OF SOCIAL MEDIA roducing-conversation-prism.html

M ARY L OU R OBERTS April 2009 IT’S DIFFICULT TO Understand Social Media as Part of the Marketing Communications Mix Understand Social Media from a Strategic Perspective Come to Grips with How Much Work Is Involved Make the Organizational Case for Social Media

M ARY L OU R OBERTS April 2009 STRATEGY ISSUES

M ARY L OU R OBERTS April 2009 FAR DOWN ON THE HIERARCHY

M ARY L OU R OBERTS April 2009 METRICS, YES – STRATEGY POINT ALSO STRATEGY NEEDS A “HUB” Website, Community, Other Content Site AND DRIVERS

M ARY L OU R OBERTS April 2009 STRATEGY DEVELOPMENT PROCESS

M ARY L OU R OBERTS April 2009 LARRY WEBER HAS ANOTHER SET OF STEPS 1.Observe/Create Customer Map 2.Recruit Community Members 3.Evaluate Online Conduit (Driver) Strategies 4.Engage Communities in Conversation 5.Measure Community Involvement 6.Promote Your Community (To the World?) 7.Improve the Community’s Benefits (Value) Marketing to the Social Web

M ARY L OU R OBERTS April 2009 FACEBOOK HEAT MAP

M ARY L OU R OBERTS April 2009 MOST VALUABLE BOOKS? Scott, David Meerman. The New Rules of Marketing and PR (Wiley (November 3, 2008) Weber, Larry. Marketing to the Social Web, (Wiley, June 22, 2007).

M ARY L OU R OBERTS April 2009 M0ST UNDERAPPRECIATED ISSUE Social Media/Networks Allow Identification of – Groups – Segments – Niches – Specialists – Influencers For Specific, Personalized Targeting – Depending on Your Objectives/Target Audience

M ARY L OU R OBERTS April 2009 MOST UNDERAPPRECIATED - II Marketing Research Plays a MINIMAL ROLE in This Type of Targeting. Marketing/Social Media BEHAVIORS Key to Successful Segmentation.

M ARY L OU R OBERTS April 2009 OBJECTIVES AND METRICS ARE INEXTRICABLY LINKED

M ARY L OU R OBERTS April 2009 BEHAVIORS – AND SATISFACTION Global Measures Satisfaction Surveys - 4Q Net Promoter Score

M ARY L OU R OBERTS April 2009 SOCIAL MEDIA MARKETING IS LABOR INTENSIVE

M ARY L OU R OBERTS April 2009 CAN YOU CONVINCE UNBELIEVING/UNWILLING MANAGEMENT?

M ARY L OU R OBERTS April 2009 SOCIAL MEDIA MARKETING MYTHS 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. We’ll Put It Up and It Will Take Care of Itself.

M ARY L OU R OBERTS April 2009 NEED TOP MANAGEMENT CHAMPION Get Small Projects Approved – Have Strategic Impact – CAN BE TRACKED TO SUCCESS MEASURES Social Media Metrics Key Performance Indicators Demonstrate Return on Investment Have a Clear “Next Steps” Vision

M ARY L OU R OBERTS April 2009 STILL TO COME

M ARY L OU R OBERTS April 2009 THE FUTURE OF THE SOCIAL WEB

M ARY L OU R OBERTS April 2009 FUTURE CUSTOMER RELATIONSHIPS Media-The-Five-Year-Forecast aspx

M ARY L OU R OBERTS April 2009 YOU WILL HELP WRITE THE NEXT CHAPTER!