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Memo of SMM 3

2010-10-15T15:33:00.000+09:00

Third Step[Actions]

This chapter shows the tactics of social media marketing.
Then we have to think about “Effectiveness versus Fast and Easy” implementations
(Check a graph of “Sphere size indicates level of usage” )

Basic guideline principles
It's transparent!- be who you are
It's personal- focus on the individual
It's a conversation-Join it!
It's viral-for better

Blogging methods
Make blogger networks- this is the most difficult but effective way!
Brand and personify your blog
Be engaging.
Define your community. This means “decide your small target audience”
Plan your content mix
Drive conversions

Microblogging
Build a following
Post a relevant mix
Use replies and direct message
Hashtag it
Leverage applications(check another xls file)

Social Networking
Building a community related your fan page
Make them into discussion
Make it eventful
Use Q&A
Post a relevant mix
Gather insight interactively with survey and polling

Multimedia content sharing
Video sharing
Photo sharing
Audio Podcast sharing
Presentation and document sharing

Multimedia content sharing tactics
Find contents everywhere
Publish it everywhere
Make them invite friends
Generate leads
Use Search engines to find multimedia contents and keywords (adwords)

Social Bookmarking site tactics
Start by sharing by yourself
Add sharing buttons on your website or everything
Identify relevant contents and contributors

Memo of SMM 2

2010-10-15T15:32:00.000+09:00

Second step [Objectives]

Aligning Objective with Target Audiences and Metrics
Increase web site traffic
Increase lead generation
Increase sales revenue
Improve search engine rankings
Improve brand or product awareness
Reduce customer acquisition costs
Improve public relations
Improve customer support quality
Reduce customer support cost

Defining targeted and measurable objective for our purpose of social media
Defining specific objectives like above
After this, Aligning these objective with target audiences and corresponding metrics
This means to arrange these objectives into each target audiences and also divide into similar groups.

To change the topic, we have to understand the difference between traditional marketing communication and social media marketing communication. Because social media objective is one of the component of overall marketing strategies.

Example of traditional marketing objectives.
Increase reach by 10000 users
Acquire 100 members within 90 days

Example of social media marketing objectives
Awareness (increase social voice by 100, increase passion by 5 a day, increase downloads 100 a month)
Reach(increase unique authors by 500, increase social reach by 10000, increase sharing by 100 per post)
Relationships(Improve sentiment post by 100, increase top social users by 20, improve revenues and recommendations by 500....)

The best way to make objective with good balance is to combine effectiveness and impact, which means one of the objectives should be the “Reach”, and also one of these one should be “Awareness and Relationship”.

Memo of SMM

2010-10-11T03:25:00.002+09:00

This is a summary of social media marketing　essence.

Summary

Three questions to ask myself before getting start

Where are you now?
- This means we have to know our phase which divide
“Trial phase” or ”Transition Phase” or ”Strategy phase”

Where do you want to be?
-Articulating a vision for social marketing success
To articulate a clear vision leads team to make decision on the vision and insight.

How will you get there from here?
There are many challengesto social media effectiveness.
(Engage, have some time to spend SMM, Convert target, Lack of strategy, Measuring ROI)
And A financial commitment is necessary to overcome challenge and achieve SMM success.
This means if SMM is effective for business, company use money and time, but if not,they do not.

The social marketing Road Map Defined below.
1.Research
2.Objective
3.Actions
4.Devices

And Road Map is a continuous improvement process. Never ended.

First step [Research]

-Gathering intelligence on target audience and their social use
-First, research these things below.
Industry sector
Technologies
Companies
Brand
Products
Key issues
Industry experts
Key employees

-Second, monitoring social media factors
How is Social Voice (or strength) ; How often are mentioned?
How is Sentiment ; Positive or Negative mentions?
How much Passionate?
How many Unique Authors?
Who are the Top users who mentions us a lot?
What is top keywords?
How many contents are downloaded?
How are reviews and recommendations? What is the level of positive? Negative?
What is platform preference of our target? Mixi or Gree or twitter?
Can you divide into each Audience Segments? What is each segment?

-Select social media monitoring tools
Free tools are enough.(Social mention is good stuff)

-Segmenting and Profiling target audiences
The easy way to divide into target audience is to categorize 3 types below.
1.Silent Majority
2.Vocal Minority
3.Social Authority

-Resources and Responsibilities should be inside.
And it is better to put the resource into different departments. Not only Marketing department.

-In Face, each companies have been creating many types of contents for years, including PPT, whitepaper, article or banner something like that. But almost all contents are not shared always and for many targets.
So, companies had better upload and modify these contents because creating new contents take much time.