Social media and the 7 steps of Buiding a new media strategy

SOCIAL MEDIA AND
THE 7 STEPS OF BUILDING
A NEW MEDIA STRATEGY
OLD MARKETING MODEL
Target the Audience and use interruptive techniques to convince.
It was like archery or darts.
Messages were product-focused with little regard to providing value
beyond the intrinsic value of the product.
Use human engagement and dialogue to drive customer preference and loyalty.
It’s more like tennis.
Focus on meaningful marketing that provides value in the message itself.
NEW MARKETING MODEL
MEDIA-ENABLED SOCIALIZATION
AKA SOCIAL MEDIA
The term ‘Social Media’ is backward.
‘Social’ should not describe ‘media’, ‘media’ describes the means of socialization.
Focus on meaningful marketing that provides value in the message itself.
Use humanization and transparency to affect how the product is perceived
by customers and prospects.
SOCIAL MEDIA
ISN’T ABOUT
TWITTER, FACEBOOK, BUZZ AND YELP!
Worry about the tools last, not first.
The tools are constantly changing, so don’t hang your hat on any particular one.
STEP 1
WHAT’S YOUR PITCH?
WHAT DO YOU DO?
WHAT DO YOU DO?
The elevator pitch is dead. Now you must say it in 140 characters or
less and still have room for a URL.
STEP 2

WHAT’S THE POINT?
PICK ONE.
WHAT IS THE POINT OF THIS INITIATIVE
IS IT AWARENESS?
SALES?
CUSTOMER LOYALTY?
STEP 3
WHAT IS YOUR CURRENT
RELATIONSHIP WITH
YOUR AUDIENCE?
WHAT DOES THE TARGET AUDIENCE
KNOW ABOUT YOUR PRODUCT?
NOTHING
AWARE, NO ACTION
EVANGELISTS
SINGLE ACTION ADVOCATES
REPEATED ACTIONS / ENTHUSIASTS
PICK TWO PROFILES ADJACENT TO
EACH OTHER IN THE SPECTRUM.
NOTHING
AWARE, NO ACTION
EVANGELISTS
SINGLE ACTION ADVOCATES
REPEATED ACTIONS / ENTHUSIASTS
STEP 4
HOW DO YOUR CUSTOMERS
AND PROSPECTS USE
SOCIAL MEDIA?
ONLINE ADULT
PROPENSITY

to use social media in business
making / adoption decisions.
MAP DEMOGRAPHIC INFORMATION
TO SOCIAL MEDIA USAGE.
SELECT 1 TO 3 PROFILES.
STEP 5
WHAT’S YOUR ONE THING?
Carefully crafted
explanatory
sidebars and
• bullet
• points about
• features
• and benefits
BROCHURE COPY
FILLED WITH
DOES NOT WORK
IN THE SOCIAL MEDIA SPACE
SOCIAL MEDIA IS CENTERED AROUND PASSION:
BOTH YOURS AND YOUR CUSTOMERS’
Focus on your ONE THING and build your initiative around it.
APPLE
GOOGLE
NORDSTROM’S
STARBUCKS
NIKE
INNOVATION
ACCESS TO INFORMATION
CUSTOMER SERVICE
GREAT COFFEE

SPORTS
HEINZ: IT’S NOT ABOUT KETCHUP,
IT’S ABOUT WHERE KETCHUP COMES FROM.
CASE STUDY IN FOCUSING ON ONE THING
STEP 6
HOW WILL YOU BE HUMAN?
CASE STUDY IN FOCUSING ON THE HUMAN FACTOR
IT’S ABOUT PEOPLE, NOT LOGOS.
Don’t think. Listen, observe and react authentically.
Make your customer the star of the show.
STEP 7
IDENTIFY SUCCESS.
BEFORE YOU MEASURE SUCCESS,
KNOW WHAT IT WILL LOOK LIKE WHEN YOU SEE IT.