Social Media Strategy Framework

INTRODUCTION
 SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING

• Marketing in social media is ”PULL” not ”PUSH

• Marketing in social media is slow marketing

• Marketing in social media is engaging content

• Marketing in social media is based on dialogue not

monologue
THE WEB IS GETTING INCREASINGLY SOCIAL…
.. WHICH ALSO EFFECTS PURCHASE DECISION MAKING

Source: McKinsey Quarterly June 2009

THREE MATURITY PHASES
> 25% HAS A DEVELOPED STRATEGY
BUILD THE STRATEGY
It’s not about doing it all

it’s about doing it right!

 APPROACH

DEVELOPED
DEVICES SOCIAL
RESEARCH OBJECTIVES ACTIVITIES (SOCIAL
PLATFORMS) MEDIA
STRATEGY

Baserat på Marketing Sherpas ROAD map modell

 RESEARCH

GATHER INFORMATION
STRUCTURE YOUR RESEARCH
Know Control
 FIND YOUR BENCHMARKS
• Establish qualitative & quantitative social benchmarks to understand
your position vs competition

Social
activity level
Share of
voice

# active Sentiment
Facebook
Fans &
Twitter # of
Followers retweets
CREATE SOCIAL PROFILES

Social Authority

Vocal Minority

Silent Majority
SOME RESEARCH TOOLS
 OBJECTIVES

SELECT TARGET AUDIENCE

SET OBJECTIVES AND GOALS
SEGMENT & PRIORITIZE
 SET OBJECTIVES & GOALS

Become the No 1 Be perceived as a

Serve our clients
source of inspiration trustworthy,
Objectives needs where ever
within home knowledgeable
they are
accessories and supportive
partner

Increase reach in 70% of primary segment Increase CSI by 10%

10 000 new target group by perceive the company as
Goals customers no 1 in home accessories
20%
 DEVELOP YOUR KPI:s

# active Twitter
Followers

Sales conversion
rate

# active
Facebook Fans
% Reach in target

ROI audience - #
of touch
# blog posts, points
comments,
sharing, linking

% Dwell rate –
time spent with
Share of voice in brand
authority
channels

% Increase in
# of positive customer
comments on satisfaction
company brand
& products
 ACTIVITIES

STRATEGIC PLAN
ORGANIZATION
 DEVELOP YOUR STRATEGIES

Become the No 1 Serve our clients Be perceived as a

source of needs where ever trustworthy,
Objectives inspiration within they are knowledgeable and
home accessories supportive partner

10 000 new Increase reach in 70% of primary Increase CSI by

customers target group by segment perceive the 10% vs LY
20% company as no 1 in
Strategy
Goals home accessories formulation

Leverage
Build relationship Integrate SM Build customer
knowledge within
Strategy with online engagement in services through
home accessories
authority in our overall marketing social channels
in social channels
business strategy

Set up distribution of Set up relevant Launch campaign x, Create support

Tactics content on YouTube tools for monitoring y, z in relevant social through Twitter &
& Slideshare media channels Facebook

Processes for Synchronizing teams Create Wiki for user

Build RSS structure analysis and and activities generated
operations instructions
Operations

Promote content on Organization to Train the CS team

Facebook, Twitter, support relationship
Blog,

Organization,
Processes, routines
& KPIs for follow up
 BUILD THE ORGANIZATION

Central
Marketing Coordination
- policies

Product Personal
Personal
Personal
Operations Personal
Personal
team Personal
Customer Personal
Personal
Support Staff

etc
 DEVICES

ARCITECHTURE
PLATFORMS
 BUILD YOUR ARCHITECTURE

Promotion Distribution
Newsletters

RSS
Our blogs
Site
RSS
Keyword
optimized
Our RSS
content

Notification
Notification

Link structure
to conversion
points
Other
RSS
blogs

Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”

 TRACK PERFORMANCE

Use your web analytics tools to optimize and track ROI

• Inbound traffic source

• Unique visitors from social media channel
• Activity

• Inbound traffic conversion rate

• Converting visitors from social media channel
• Activity
BUILD YOUR FEEDBACK LOOP
CASE STUDIES
 WINE LIBRARY

Content

Promotion/
Distribution Conversation

Distribution

+27.000 Fans +6000 Followers

14.000 visningar
 BORDERS
Promotion

Content Distribution

Promo/Conversation Link to conversion point

Sharing
 THE FIESTA MOVEMENT
Promotion Distribution

Content

Distribution
Distribution Distribution
BLENDTEC
IS ENGAGMENT PROFITABLE?
 SUCCESSFUL COMPANIES ARE MORE ENGAGED

Mavens

Selectivies

Butterflies

Wallflowers

Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
 DEFINITIONS

• Mavens:
– Engagement in more than seven channels, above average engagement score. Examples
Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement
and have made social media a part of their go to market strategy.

• Butterflies:
– Engagement in seven or more channels, but have much lower engagement. Examples
American Express and Hyundai. Engage in a few channels, but spread themselves thin.
Have not full management buy-in to make the engagement strategic

• Selectives:
– Engage in six or less channels, but have a higher than average engagement level.
Examples H&M and Philips. They focus deeply in a few channels and engage when and
where it matters most. But, they are lightly staffed with small budgets for execution.

• Wallflowers:
– Engagement in just a few channels, lower than average engagement level. Examples
McDonalds. They are cautious about the risks and uncertain about the benefits and
engage only lightly in the channels where they are present.

Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
 ENGAGED COMPANIES ARE MORE SUCCESSFUL!

Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
 KEY TAKE AWAYS

RESEARCH

CONTINOUS
REFINEMENT OF
SET TARGETS
STRATEGY &
TACTICS

ROI

DEVELOP
STRATEGY ,
TRACKING &
ORGANISATION
OPTIMIZATION
& TACTICAL
PLAN

CREATE
ARCHITECTURE
 CONTACT

Ulrik Zielfelt
ulrik.zielfelt@impwell.com
+46 70 650 12 68
www.impwell.com
Twitter: Impwell
Facebook: Impwell
Linkedin: http://se.linkedin.com/in/ulrikzielfelt