SMM: Building Your Action Plan for Social Media Marketing

At the BRITE ’13 conference, Ric Dragon, author of “Social Marketology” and CEO of Dragon Search, presents a framework to develop a social media marketing strategy and action plan.

He tackles issues such as the development of metrics, the use of micro-segments, the value of social media for crisis and reputation management, and the need for storytelling.

Building Your Action Plan for Social Media Marketing

 Transcripts of the Video:

social media marketing is incredibly
00:16
complex people have said that social
00:18
media has been around ever since the
00:20
campfire but come on things changed five
00:23
or six years ago when Twitter was
00:25
debuted at South by Southwest when
00:27
Facebook passed myspace and all of a
00:30
sudden we in the marketing industry had
00:32
to run around and figure out what these
00:34
things were about one of the things we
00:37
did in my company is we step back and
00:39
tried to look at it from a whole
00:41
system’s view so by looking at it as an
00:44
ecosystem between the brand the customer
00:48
and then finally the competitor we
00:50
looked at the entire system of how
00:52
social media was going to work and
00:54
ultimately created a framework which I’m
00:57
going to share with you today which I
00:59
hope will help you in your own social
01:00
media marketing and even if you’re not
01:02
directly responsible for the marketing I
01:05
think could help you bring a whole
01:08
nother level to your endeavors in your
01:10
own organizations so we all start off
01:14
with desired outcomes I know it’s a it’s
01:18
a new phrase to add to our buzzword
01:20
bingo desired outcomes we’re going to
01:23
leverage and pivot our desired outcomes
01:25
when I when I spoke with marketers all
01:28
over the world shift seeing who’s going
01:31
to be here today some other or tomorrow
01:34
people from Intel all over the world
01:37
everybody involved in marketing said gee
01:40
the whole problem with social media is
01:42
we’re doing it but we’re not necessarily
01:45
getting it aligned with what we want to
01:48
come out of it so this is the starting
01:51
point and ultimately we’re going to go
01:53
to a cycle and end up where we actually
01:54
create our strategic plan this is a
01:59
little loop that sits in here it’s a
02:01
loop because depending on where you are
02:03
in your organization you may enter it in
02:06
different places but typically it starts
02:08
off with really understanding us the
02:11
brain
02:11
under the organization or the
02:14
corporation or whatever it might be that
02:16
you’re working with really understanding
02:18
it intimately the notion of brand voice
02:21
and brand personality is something that
02:24
emerged back in the 60s has become even
02:27
more critical today because if we’re
02:30
doing one-on-one marketing the essence
02:32
of our brand voice has to be really
02:35
refined and we have to know it to such a
02:37
degree that we can share it with
02:39
everybody in the organization that’s
02:40
involved with social media we go from us
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to them them as those people out there
02:46
customers stakeholders constituents
02:49
whatever you want to call them who are
02:51
they what are they about
02:52
we then are able to go into the world of
02:55
the communities in which those people
02:57
aggregate where are they what are they
03:00
doing and then who’s influential within
03:03
those communities and when we go through
03:04
these four major steps and we really
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dive deep into each of these four
03:09
elements we’re able then to create the
03:11
strategic plan extremely thoroughly so
03:16
in the US we do talk about the brand
03:19
voice in our organization for each
03:21
social media project we very much flesh
03:24
out a brand personality document
03:26
sometimes that’s based on previous
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marketing that people do project persona
03:31
onto brands and we as marketers can help
03:33
shape that the first component what our
03:38
buzzword bingo desired outcomes is an
03:41
entire landscape of desired outcomes we
03:44
can’t just say well what’s our goals and
03:46
objectives we start off by really
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discussing with the owners of the
03:51
company of the CEOs the c-suite what’s
03:54
the purpose of the organization not all
03:57
organizations have a strong sense of
03:59
purpose the people at P&G; talk about
04:02
purpose driven marketing they’re very
04:03
much in tied with that but what is their
04:05
vision can we really get around that we
04:08
then go into goals see what do we want
04:11
to achieve I like to ask the thousand
04:13
dollar bottle of champagne question if
04:15
we do what we are setting out to do here
04:18
what would it take for you to go and buy
04:21
a thousand dollar bottle of champagne
04:24
and bring it back and share it with me
04:26
it’s a great question and often people
04:29
you know the chief marketing officer
04:31
goes whoa thousand-dollar bottle of
04:33
champagne man you’ve got to really do
04:35
something great well what is that define
04:38
it we then talk about the objectives of
04:40
what gets us there and then ultimately
04:42
we talk about the very specific metrics
04:45
now one of the things we shared with you
04:47
in today’s sheets worksheets I shared a
04:50
couple of sheets of what we call the
04:52
desired outcomes matrix and it’s just a
04:56
spreadsheet of all the various type of
04:59
specific metrics that we can identify
05:01
with an organization and it’s not
05:03
intended to be specific it’s intended to
05:06
be a bouncing point so that when you’re
05:09
speaking with the powers to be what
05:13
would move the needle those are just
05:14
some ideas so around business you may
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have things like total customer value
05:19
you may have profits profits per
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employee profits per customer all of
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these various metrics you can then get
05:26
into your website your website traffic
05:28
we can talk about social media metrics
05:30
and there’s there’s an entire world and
05:32
discussion around will to you what
05:34
metrics matter to followers matter but
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we’re going to map these out to the
05:37
extent we can and use that matrix as a
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guide point in our work because
05:43
ultimately you want to tie your social
05:46
media work and to those metrics and the
05:49
outcomes that you’re wanting to achieve
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it’s only by tying those two things
05:53
together that you end up with a program
05:55
that can succeed because I want to focus
05:58
on a couple of core components with you
06:00
today and one of them is the them who
06:03
are they what are they so in traditional
06:05
marketing we use segmentation and by no
06:09
means is this meant to assert that in
06:11
fact I still want you to do your
06:12
traditional segmentation this work is
06:15
going to build off of that but what this
06:18
is is we talk about the very specifics
06:21
what are the very smallest audiences and
06:23
I’m going to illustrate it for you for a
06:25
moment in this particular campaign we
06:28
were doing a project for the Grammy
06:30
Foundation they have a foundation that
06:32
helped musicians perhaps a musician had
06:35
thrown their back
06:36
they had lost their guitar to United
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Airlines or something what could we do
06:41
to help them and so this organization
06:42
exists and we we’re doing social media
06:45
for them we start off with a central
06:46
premise and it’s very challenging
06:48
because well who cares about music
06:50
everybody cares about music and if
06:53
you’re faced with that question in your
06:55
own work then you have to sort of help
06:57
dive in and we found that well who cares
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about people and music and that was our
07:02
first point that we started with and
07:04
then we started to identify I hope you
07:06
can see this okay that there’s other
07:08
groups of people there’s people who use
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music and film there’s people who do
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music and education people in the
07:15
recording industry all the niche zhan
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rus’
07:19
so you can see how we’re taking it to
07:22
the next step and then finally we’re
07:24
going to take it even one step further
07:25
and this is a brainstorming because we
07:28
want to try to figure out all the very
07:30
smallest groups of people in this
07:32
particular case we did a beautiful thing
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we were talking about music schools and
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then we started thinking about the
07:39
various music schools well everybody
07:41
knows Berkeley and then we looked at
07:44
Berkeley we did a lot of research what’s
07:46
called meta nogger fear online
07:47
ethnography looking at well what’s going
07:49
on at Berkeley and who are the
07:51
communities and we found that there is a
07:52
group that really loves world music at
07:55
Berkeley and in that group was a
07:59
subgroup that every Thursday night goes
08:01
zydeco dancing they have a Facebook page
08:05
that is a micro segment that’s a micro
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community and that’s the purpose of this
08:11
exercise is try to suss out who are the
08:14
smallest most granular types of
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communities that we can find so that
08:19
then we could interact with these
08:21
communities to social media another way
08:24
to help uncover some of these micro
08:26
groups is if you find that you have
08:28
several types involved and in this case
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I’m using animals we literally were
08:33
helping a company that made little
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animal figurines and we had the various
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wildlife African wildlife we had
08:39
giraffes hippopotamuses monkeys and then
08:43
down the side we can create the
08:46
attributes around those so people who
08:48
seek
08:49
a voor preserve these different types of
08:52
animals people who love them as pets and
08:55
then you can create a cross matrix that
08:57
look something like this and all this is
09:00
it’s not to say there are people who
09:03
love elephants as pets but by the way
09:05
when we did the research we actually
09:07
this did stimulate us to find a group
09:09
that did love elephants as pets believe
09:11
it or not and that they had a micro
09:14
community online so all of this is just
09:17
as intended as a way to come up with
09:19
ideas around these micro segments you
09:23
then take all of those micro segments
09:26
that you’ve identified in your workshop
09:28
and you document them you put them into
09:30
a document ultimately this document of
09:34
micro segments is going to serve as an
09:36
anchor point for a lot of your social
09:38
media work you’re able to iterate
09:40
through that you’re able to go into it
09:42
and say well who’s the most obvious
09:44
perhaps the low-hanging fruit let me
09:46
start with those and we might start to
09:49
prioritize the micro segments that we
09:51
find but on a slow day and a few weeks
09:55
after going through all of those
09:57
low-hanging fruit we might go wow let’s
09:59
we’re looking for other people to
10:01
connect with we can come back to this
10:03
document do some research around a
10:05
community and find new people so after
10:10
okay so we started off with the desired
10:12
outcomes we did the brand personality
10:15
work we then did the micro segmentation
10:17
work we then take those micro segments
10:20
and we do online research to discover
10:22
what people are doing in communities if
10:25
communities already exist what they’re
10:27
saying and how we can can involve
10:31
ourselves with them I’m going to
10:33
probably use keyword research this is a
10:36
very typical tool it’s the google adword
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tool fabulous it’s free you jump in and
10:41
you start putting in some of those words
10:43
that you’re associating with those micro
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communities and the tool will give you
10:48
some other ideas I’m going to copy those
10:50
ideas down I may also follow certain
10:54
pathways to other websites in this case
10:57
I’ve gone to somebody and I’ve gone on
10:59
to their website about elephants and
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it’s shown me other
11:02
communities that exist and people who
11:05
are really passionate about saving these
11:07
elephants I then went on to those
11:09
people’s pages and that led me to the
11:11
other communities that they’re involved
11:13
with so ultimately we’re doing the
11:16
research we’re typing all this stuff out
11:17
we’re building up a big library of
11:19
communities associated with our loved
11:22
topics one of the other confusing points
11:26
I find with social media is that people
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say oh look go to social media marketing
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and you don’t stop and go wow there’s a
11:33
lot of different ways to approach social
11:35
media marketing and we’ve identified
11:37
five major ways and that are used in
11:41
different mixes to different degrees we
11:43
know that there’s the brand maintenance
11:45
work brand maintenance is when someone
11:48
says look you know we’re going to have
11:50
the Facebook page and when somebody says
11:52
something you know we’re going to be
11:53
monitoring our social media we’ll
11:55
respond when appropriate but we’re not
11:57
really going to go too crazy we’re
11:58
simply going to be establishing some
12:01
maintenance with our brand
12:02
the second is doing reputation in crisis
12:07
management to social media that also
12:09
goes into the world of everybody doing
12:12
their buzzword bingo thought leadership
12:16
so creating content and sharing it
12:20
there’s the world of community building
12:22
now communities exist in a lot of
12:24
different ways the hottest job of 2013
12:27
is community management right what is
12:30
community community exists in all sorts
12:32
of places you can have a community of
12:34
customers you can have a community of
12:36
people who do the same things you do
12:38
there’s communities all over the place
12:40
but in some form or another and this
12:42
type of project you’re working with
12:44
those communities and involving your
12:46
brand and doing things there’s influence
12:51
love influence marketing on social media
12:54
and influencer marketing they take
12:57
someone like David here and I stalk them
13:00
but I don’t do it like an amateur
13:03
stalker so I’ll give you some clues how
13:06
to be a professional stalker
13:08
you don’t like everything he puts up on
13:11
Facebook that’s the first giveaway to an
13:14
amateur you can only do every few right
13:17
very clever
13:20
we follow his blog we follow his tweets
13:23
were there all the time when he wakes up
13:26
in the morning he says good morning we
13:27
say good morning back that’s a
13:29
professional stalker we do it really
13:30
well after a while what happens is David
13:34
goes who’s this Rick dragging a guy why
13:38
is he liking all my stuff what is he
13:40
about click click on my profile click on
13:42
my blog hey he’s writing some pretty
13:44
good stuff that’s interesting and after
13:46
a while we start to form a relationship
13:48
we might go out drinking that’s
13:51
professional stalking a key component of
13:54
social media marketing the big splash a
13:59
lot of people talk about social media
14:01
marketing they’re thinking about the big
14:02
splash that’s the Old Spice guy they
14:05
tend to be expensive they tend to use
14:07
media not always but they tend to create
14:10
a big splash they’re not intended to
14:13
build out community or influence or even
14:16
to maintain the brand they’re meant to
14:18
make a lot of connections really quickly
14:20
and we might use any combination of
14:23
those so let’s take a minute and pull
14:25
out your worksheet for the big splash
14:28
concept and think about your own brand
14:30
if you will and what I’m going to ask
14:33
you to do is I’m going to ask you to
14:36
think – what mix would be a healthy
14:38
thing for your organization and this is
14:42
a key component to my social media
14:44
strategy buildings that I really want to
14:45
think about it
14:46
for my own brand now it may change over
14:49
time this quarter I may say let’s focus
14:52
on the thought leadership component or
14:56
while we’ve been neglecting our social
14:58
let’s do brand maintenance but by the
15:00
fourth quarter we really want to have a
15:02
big splash campaign build up even more
15:04
another thing to consider in your work
15:07
that you do is that at different stages
15:09
you’re not just going to be going all
15:11
out hey let’s do social media poem
15:13
social media we’re making connection you
15:16
have to think that there’s four major
15:18
components of social media activities at
15:21
all stages
15:22
you’re going to work through one is that
15:24
you’re going to be working on your
15:26
digital real-estate if you don’t have
15:28
your Pinterest profile yet and you sell
15:31
knit caps you want a Pinterest profile
15:34
so that’s a very important piece of work
15:36
that you have to do and hopefully you’re
15:38
going to make it so that it’s integrated
15:40
with your brand voice and brand
15:41
personality right the other thing you
15:44
have to do is you have to make
15:45
connections obviously if you’re doing a
15:47
bunch of social media and you’ve got 25
15:49
friends you’re not going to succeed so
15:51
you want to build out your connections
15:52
you then want to author content because
15:56
gee it’s kind of hard to have engagement
15:58
if you haven’t created content yet and
16:00
finally you do the engagement so as
16:03
you’re creating your strategy with any
16:06
given platform you’re probably going to
16:08
think through the stages of doing this
16:10
and in this particular case this shows a
16:12
year plan for a particular brand where
16:15
we said well gee and quarter one we have
16:17
to work on our digital real estate and
16:20
quarter two we’re going to that’s pretty
16:23
much done we don’t have to do too much
16:24
with that we’re going to work a lot more
16:26
on building connections and then finally
16:28
we’re going to go more into content
16:30
creation and then finally we have to of
16:33
course all along be making content but
16:36
finally we’re going to go into the world
16:37
of engagement and do a lot more of that
16:39
another thing that we use is we’ve
16:41
borrowed from the world agile
16:44
programming and you know for those of
16:46
you familiar there the way we used to do
16:48
programming we would do great big
16:50
projects and 80% of them failed and
16:54
actually a lot of people worked on how
16:56
we could overcome that and came up with
16:58
a thing called agile which is very much
16:59
shorter little pieces of projects and
17:02
one of the things that we do in that
17:03
work is we try to put the work we’re
17:06
doing in terms of a story and we found
17:09
it very useful for our own work so you
17:11
can think of as a certain role I want a
17:16
certain outcome in order to do what
17:20
what’s my benefit so you could think of
17:22
it in terms of the customer if you’re if
17:25
you’re working with those micro
17:26
communities and I know that there’s
17:28
those people who love elephants as pets
17:31
so as an elephant pet owner I want
17:36
information on how to bathe my elephant
17:39
so that I can have a clean elephant that
17:42
might be a story that I create I can
17:44
take that story to my social media team
17:46
and we can work on these stories say
17:47
well gee how we’re going to fulfill that
17:49
in our content creation in our social
17:51
media work now that’s the world of
17:55
stories stories are very powerful places
17:58
to work from so instead of just saying
18:00
to the team look go onto your back
18:02
social media room and do your social
18:04
media stuff right it’s how can we create
18:07
stories around that now sometimes you
18:10
have to do that in very short periods of
18:11
time sometimes you have to gather the
18:13
team and do it on the spot the way so
18:16
many teams did around the Super Bowl
18:19
absolutely brilliant some of the things
18:21
we saw out of that in the real time
18:23
sometimes you have to plant it over a
18:25
longer period of time and creating a
18:27
narrative arc within the work you do you
18:30
can create narrative arc and
18:32
storytelling and Twitter it’s not just
18:35
about well I did this right now gee I
18:38
met Breitkopf isn’t it cool
18:40
it’s cold you could start off with last
18:44
week hey next week I’m going to
18:45
Breitkopf pack your knit caps where you
18:51
can say over a period of time and I’m
18:53
there now and here’s pictures and then
18:55
I’m leaving I’m going back home wasn’t
18:57
that a great time you can create a whole
18:59
narrative arc that the people who
19:01
participate with you and social can
19:03
watch that stories are powerful and it’s
19:06
for that reason I think that the one of
19:07
my heroes of marketing Jonathan
19:10
Mildenhall coca-cola you know coca-cola
19:12
came out last year and said they were
19:15
going to double their revenue by 2020 I
19:18
heard a gasp because that’s a little
19:22
akin to saying that I don’t know what’s
19:24
the size of Liechtenstein to Coca Cola’s
19:26
Coca Cola’s bigger than Liechtenstein
19:28
with a problem yes it’s like a small
19:30
country saying we’re going to double our
19:32
GNP Wow and the fundamental way in which
19:37
coca-cola said they’re going to do it is
19:38
through storytelling and all of its
19:42
different iterations and one of the
19:44
things that Mildenhall said is that
19:45
we’ve got to move from that just one way
19:47
storytelling gee I’m telling you
19:49
story to dynamic storytelling primarily
19:52
through social media because if we don’t
19:55
do that it’s we’re going to be making a
19:58
lot of noise and it’s going to be boring
19:59
so I do think that through the power of
20:01
storytelling when we integrate that with
20:03
all of that previous work we did that
20:05
it’s extremely powerful and that we can
20:08
grow our social media

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