Tag Archives: strategy

Social Media Strategy 101: Which Persona Helps Tell Your Story?

You’ve decided that you want to engage in social media. You have the resources, you have executive support, and you have a larger marketing strategy. Time to open the Twitter account, create the Facebook Page and post YouTube videos, right? Wrong.

Social media is about engaging your audience. The next step in your social media strategy is knowing what story to tell to draw your audience in. Here are some “personas” to help tell your story:

  • Johnny Carson: Humor is a great way to draw people in, engage them in a laugh and leave them with a wanting with more. But you have to be cautious with using this method. There’s only been one Johnny Carson and many imitators. Make sure your use of humor fits with the messages you’re seeking to communicate and the personality of the company you’re cultivating online.
  • Just the Facts Ma’am (Dragnet): The straight forward and direct approach informs your audience about your products, solutions and company. This provides an additional channel for your audience to get answers to their questions. The challenge is developing a style that encourages engagement with your audience versus being seen as a broadcast of your marketing messages.
  • Tony the Tiger Mascot: Creating the right mascot can enable audiences to instinctively relate to your company and brand. The challenge – making sure the mascot doesn’t overtake the business value of your company.
  • The Old Spice Man: We’ve all seen the commercials and subsequent videos online. The Old Spice Man is a caricature that seeks to use satire to target audiences. While highly amusing, incredibly viral, and deeply memorable, use caricature cautiously. Of all the characters, this one can backfire quickly if not done well.

What other “personas” do you see in social media?

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Social Media Marketing Strategy 101: Definitions

I had an interesting conversation with someone a few weeks ago about the definition of social media and social media marketing. I think it’s important to explore the definitions to ensure that we’re on the same page.

I posted this question to my different social networks and here are couple of responses that came back:

I would define social media and social marketing, as an attempt to connect with a niche portion of the population, which utilizes digital channels of communication. These individuals were formally unavailable and couldn’t have been harnessed through traditional marketing avenues. This day and age, it has become increasingly important to reach out to these individuals, especially in light of the expansion of social networking. Consequently, social platforms now grant businesses the ability to accomplish this with ease. By establishing more transparency and openness, companies can ultimately harness potential customers that were previously unattainable. – Ryan Schoenefeld via LinkedIn

akornblatt Social Media are the tools, Social Marketing is what you use Social Media for.

akornblatt Social media are the tools used in social network and social marketing, which are both unique as well

Social Media and Social Marketing Defined – Simply

While Wikipedia provides a fairly academic definition of social media, here’s my simple definition: Social media is when you and I use online applications, such as Twitter, LinkedIn, Facebook, etc. to create, share, and distribute content (e.g. Video, blog posts, etc.).

If Social Media is the tools, then Social Media Marketing is the toolbox. From my perspective, Social Media Marketing leverages social media to achieve key marketing objectives and engage in conversations with key constituents.

Conclusions

Based on these definition, my goal with these series of posts is to explore how organizations can leverage a social media marketing strategy to achieve marketing and communications goals. Like all marketing strategies, this requires different components to come together under this umbrella, such as public relations, lead generation, customer relations, analyst relations and more. Hence, I am changing this from “Social Marketing Strategy 101” to “Social Media Marketing Strategy 101.”

Do you agree or disagree? Let me know.

Other Posts in the Series

Social Marketing Strategy 101: Are you ready?

Previously, I highlighted how I used social media. After reading recent posts by Dave Fleet and Social Media Explorer regarding the social media marketing ecosystem and measurement respectively, I wanted to expand upon my thoughts about how to take social marketing to the next level.

One challenge for many marketers isn’t how to get started, rather it’s how to delegate your time to make the most out of your social marketing. This series of posts will look at putting a social marketing strategy together. And where relevant, I’ll add my thoughts in terms of how PR can leverage this information for their strategies as well.

While many may start strong with social media, these efforts may slowly stop without fully evaluating if you’re ready to embark on a social marketing strategy. Here are six questions to ask yourself before starting:

  • Are your executives supporting you? While social marketing is being adopted by corporations, the question is whether your executives understand the value of social marketing to the business. Since results may not be immediate, you’ll want one executive sponsor who can advocate for the program and highlight the long-term benefits.
  • What are your objectives? The tendency is to start setting up pages and accounts before fully understanding what your objectives are. Take a step back and outline what your goals are before setting up accounts.
  • Where is your audience? Along with your objectives, evaluate where your audience congregates. Jeremiah Owyang of Web Strategist Blog calls this “fish where the fish are.”
  • Do you have something to say? Getting started is easy. Maintaining the momentum is difficult. Do you and your company have something to say, consistently? If not, then maybe starting a blog isn’t the best venue for you but maybe slideshare.net where you can post occasional presentations and white papers.
  • How much time do you have to dedicate to this? According to Exhibitor Media Group, 30% of marketing professionals spend 6+ hours on social marketing a week, with 10% spending 21+ hours. Do you have the time to monitor, create content and track metrics for your programs?
  • Who’s doing the work? Ok, you’ve identified someone who has the time, but who is that person? Social marketing is an extension of your corporate brand. You need to have the right individuals in place to evangelize and steward your brand.

Conclusion

By answering the above six questions, you can develop the right approach that fits your company and time. What other questions should one ask before pursuing a social marketing program?

PMM Interview: Jason Falls Discusses Social Media and Communications

A couple of weeks ago, I met up with Jason Falls of Doe Anderson and Social Media Explorer. After a beautiful meal at Il Fornaio with Jason and his wife, we sat down for a quick video about social media and communciations strategies. Here is a summaryof this video.

Communications Strategy: Traditional and Social Media

  • Communications strategies for traditional PR is typically one that looks at talking points and messages we want to communicate via traditional media
  • Traditional media is about one-way communciations with the audience
  • With social media, traditional media is no longer part of this as now you’re going direct to the consumer
  • No longer is it one-way communications. It’s about how you can create a strategy to communicate these talking points in a conversational way

Different for B2B and B2C?

  • Not necessarily as B2B is in between the two extremes of traditional media and social media
  • Regardless if this is B2B or B2C, social media requires a conversation
  • How can you be nimble in your conversations

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PMM Interview with Jason Falls regarding social media and communications strategy by @csalomonlee: http://twurl.nl/a70p7g