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1、Marketing Agencies & Social Media: What Marketers Expect from Their Agencies,Presenter: Emily Riley Senior Analyst, Forrester ResearchModerator: Mike Lewis bostonmike VP of Marketing, Awareness, Inc.,Got Questions? Use the chat function in WebExJoin the conversation on twitter Submit questions using
2、 the hash tag: #awarenessincTech issues? please contact WebEx customer service,About Awareness,Blogs,Banners,Search,MySpace,Facebook,Forums,RSS,Ratings,Reviews,Microsites,Widgets,Linked-in,Site analytics,Behavioral Targeting,Banners,Search,YouTube,Engagement,Influentials,Podcasts,Widgets,Community,S
3、ocial media is complicated, give your customers a path through the jungle,Agenda,An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations,The four-step approach to the groundswell,People Assess your customers social activities,Objectives Decide what you want t
4、o accomplish,Strategy Plan for how relationships with customers will change,Technology Decide which social technologies to use,1) Learn about your People,Use available data sources to understand the social behaviors of your target audience,Social Media Blends Communication, Entertainment, Research,S
5、ource: JupiterResearch/NPD Group Entertainment and Media Consumer Survey (8/08), n = 2,210 (US only),In a typical week, what percentage of the time you spend online is spent on each of the following activities?,Base: Online Adults (Ages 18+),The Social Technographics Ladder,Groups include people par
6、ticipating in at least one of the activities monthly.,Younger users of all types will be active participants,Source: North American Benchmark Mail Survey, 2008,Base: US online households,US online households,2) Select an objective (for each market),Listening (research) Talking (spreading marketing m
7、essages) Energizing (encouraging your most enthusiastic customers) Supporting (enabling your customers to support each other) Embracing (sourcing ideas from your customers),3) Develop Hypothetical Strategies,What does success look like? Who will you involve (internally, externally)? What roadblocks
8、need to be overcome (internally, externally)? What resources are needed? How will you measure your efforts?,4) Recommend technologies, tools, and skills,What technologies will be needed? What are the core functions or features? What skills do you need to learn? What are the risks? What are the assoc
9、iated costs (fixed/soft/ongoing)? What are the important qualities you will look for in a vendor partner?,Tools used to accomplish objectives,Summary,Use this POST framework when you return to your job Develop your social computing strategy based on objectives The power is in the hands of the partic
10、ipants so participate,Agenda,An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations,Listening,Learning from what your customers are saying,Mattel Listening on The Playground,Schwab listens in a private community,Talking,Two-way conversation, not just shoutin
11、g,Lets talk about tampons,Kraft Foods Widget Whats For Dinner?,Energizing,Helping your best customers to recruit others,Skittles Lets Consumers Own The Site,Toyota Helps Fantasy Sports Fans Outsmart Rivals,Virgin Mobile Drives Friend-to-Friend Engagement,Supporting,Enabling your customers to support
12、 each other,Staples Ratings and Reviews are Bread and Butter Supporting Tactics for Retail,Smart Car of America Encourages Fans to Interact Off their Site,Pampers Encourages Moms to Support Each Other On their Site,Embracing,Involving customers in your product development,Starbucks solicits ideas,Pi
13、perlime Shoes Listening to the Groundswell and reacting,Agenda,An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations,Recommendations,Embrace the fact that consumers communicate with each other about you. Use the POST Methodology to create a “people” driven social strategy. Select one objective per initiative to have the most impact.,Thank you,Emily Riley +1 212.857.0774 ,Next Twebinar from Awareness,Creating a World Wide Rave through Online Communities with David Meerman Scott, Author of World Wide Rave May 13th 2PM ET Register at ,
