Constructing Your Social Marketing Architecture

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1 Constructing Your Social Marketing Architecture How to Build A Bridge Between Social Marketing Strategies and Social Media Platforms Follow Conversation on Twitter #SherpaROAD

2 Constructing Your Social Marketing Architecture Jeanne Hopkins Sergio Balegno Jen Doyle Director of Marketing Research Director Research Analyst HubSpot @JenLDoyle The State of Social Media Marketing A Practical Method for Mapping Your Social Marketing Strategy Social Marketing Architecture to Bridge Strategies and Platforms Case Study on Integrating Social Marketing with Other Tactics Research based on MarketingSherpa s 2010 Social Media Marketing Benchmark Report Follow Conversation on Twitter #SherpaROAD

3 The State of Social Marketing Social Marketing Benchmark Study what we found Social media has created new world of marketing opportunities. But marketers are exploring new terrain without a compass Captivated by hype and ease of implementing social sites Ignoring proven practices, launching without a plan/purpose Thinking tactically rather than strategically about objectives Momentous change in the use of social media is taking place Social marketing is maturing methodologies are emerging

4 ROAD Map Research 1. What do we Need to Know? Gather intelligence on audiences, social use and competition Monitor dialog, social behavior and platform preferences Profile target audiences by social characteristics silent majority / vocal minority / social authority Benchmark quantitative and qualitative social metrics Follow Conversation on Twitter #SherpaROAD

5 ROAD Map Objectives 2. Where Are we Going? Define objectives aligned with target audiences and metrics Segment, prioritize and select target audiences Focus on hard, measureable and targeted objectives to win support Align objectives with metrics traceable to ROI, rather than qualitative measures Follow Conversation on Twitter #SherpaROAD

6 ROAD Map Actions 3. How do we Get There From Here? Create a social marketing strategy with a tactical plan of action Roles, policies, procedures Campaign tactics and timetables to execute strategy Integrate social media with other tactics in the marketing mix Follow Conversation on Twitter #SherpaROAD

7 ROAD Map Devices 4. What Tools do we Need? Roll out platforms that fit tactical plan and social architecture Platform agnostic to this point so strategy will outlive technology Construct a social marketing architecture to connect audiences with content, landing pages and conversion points Roll out platforms sequentially Follow Conversation on Twitter #SherpaROAD

8 Deploying Social Platforms Professional or social networks (LinkedIn, Facebook, etc.) Microblogs (Twitter, Jaiku, etc.) 71% 90% Which platforms does your organization use for social marketing? Company branded or managed blog(s) Multimedia content sharing sites (YouTube, Flickr, Slideshare, etc.) 64% 63% Focus on fast and easy rather than tactical fit and effectiveness User forums or discussion groups Social bookmarking sites (Digg, Delicious, etc.) Company branded or managed wiki(s) 22% 32% 41% Many organizations deploy social platforms with no plan or purpose Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

9 No Purpose. No Architecture. No Results. AKA Random Acts of Social Marketing

10 Constructing a Social Marketing Architecture Target audiences are prospects and customers for Cisco collaboration solutions Each platform added to the architecture must have a clear and manageable purpose Multi-directional channels connect audiences with content, landing pages and conversion points

11 Collaboration Solutions Website Hub of the marketing strategy for collaboration solutions Periodically updated content with marketing information on solutions, services, news, etc. Primary point of conversion registration forms, etc.

12 Collaboration Solutions Blog Hub of social marketing strategy for collaboration solutions Frequently updated and shareable content and commentary relevant to collaboration solutions Search engine optimization factors increase live and universal SERPs

13 Collaboration Solutions Community Users join conversations and share best practices in collaboration. Technically-oriented discussions, tools, opinions and memberonly events Adds value through customer service and product development

14 Collaboration Solutions on Twitter Share 140 character tweets with followers for quick engagement Searchable by brand (#cisco) or solution (#collaboration) hashtags Adds value to relationship by connecting customers and prospects to relevant content

15 Collaboration Solutions on Facebook Building a community of users and fans for Cisco Collaboration Solutions Fans engaged by sharing commentary and opinions to posts Posts drive traffic to content on other Cisco social platforms and website

16 Collaboration Solutions on YouTube Videos are most engaging and entertaining media YouTube is searchable video content sharing site Links and drives traffic to and from other social platforms and website

17 Cisco Pics on Flickr Photos are most used type of online multimedia Flickr is searchable image sharing site Links and drives traffic to and from other social platforms and website

18 Collaboration Blog RSS Feed RSS a tool to broadcast content to subscribers Links and drives traffic to source of feed and other social sites and website Example of strategy outliving technology being replaced by Twitter alerts and other social site notifications

19 Social Marketing Architecture Constructed Hub sites (website and blog) for original content and linking users to social platforms for engagement Social platforms building relationships and driving traffic back to hub sites for conversion Clear objectives and the channels for achieving them

20 Integrating Social Media With Other Tactics Yes, but we integrate with OFFLINE tactics only 1% No, we don't integrate with other marketing tactics 16% Yes, but integrated with ONLINE tactics only 31% Yes, integrated with ONLINE and OFFLINE tactics 52% Does your organization integrate social media with other marketing tactics? 83% integrating with other online tactics The reason ease and effectiveness of social media integration Follow Conversation on Twitter #SherpaROAD Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

21 The Payoff of Integration - Effectiveness Website Search engine optimization (SEO) Public relations Online display ads Direct mail Paid search (PPC) Very effective Somewhat effective Not effective 39% 56% 4% 33% 61% 6% 32% 54% 14% 32% 60% 8% 15% 62% 23% 14% 58% 28% 12% 57% 31% How effective is social media integration with other tactics you use? Integration with online tactics prevalent because easily accomplished: link Online integration also enables tracking from initial engagement to conversion Broadcast ads (radio / TV) 12% 39% 49% Print ads (newspaper / magazine) 10% 58% 33% Follow Conversation on Twitter #SherpaROAD Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

22 MarketingSherpa Case Study: Integrating Website, Search and Social Tactics Caturano and Company One of New England s largest accounting and IT consulting firms Marketing objective to increase client base during recessionary economy

23 Situation Analysis Traditional outbound marketing methods more expensive / less effective Growing number of prospective clients are using the web, search and social media to find and assess professional firms Challenge to transition from traditional marketing to integrated inbound marketing strategy

24 Campaign Tactic Website Marketing Website redesigned as the content hub and conversion point Recruited partners as subject matter experts and thought-leaders to create relevant content Added lead conversion capabilities by requiring registration for content

25 Campaign Tactic Search Marketing Optimized website for keywords in copy, titles, metatags and other SEO elements. Created a partner program to build links Posted thought-leader articles on blogs creating search engine desirable content, links and listings

26 Campaign Tactic Social Marketing Joined and actively participated in LinkedIn discussion groups on topics of client interest Facebook brand page building community of fans (clients / prospects) LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points

27 Results 68% increase in unique website visitors First page SERPs for 25 targeted keywords new leads converted per month Significant % website traffic from social sites

28 Lessons Learned Social media has created a new world of marketing opportunities but many are exploring this new terrain without a compass. You need a practical, step-by-step method for mapping an effective social media strategy Social Marketing ROAD Map You need to build a bridge between social marketing strategies and social media platforms

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