Social Marketing ROAD Map
EXCERPTSocial MarketingROAD MapHandbookA method for mapping an effectivesocial strategyNote: This is an authorized excerpt from the fullMarketingSherpa Social Marketing ROAD Map Handbook. Todownload the entire Report, goto: tmlor call 877-895-1717
Social MarketingROAD Map HandbookA method for mapping an effective social media strategyLead AuthorSergio Balegno, Research DirectorContributorsSean Donahue, EditorJen Doyle, Research AnalystAdam Sutton, ReporterProduction EditorBrad Bortone, Editorial Production ManagerSocial Marketing ROAD Map HandbookUS 397 / ISBN: 978-1-936390-00-7Copyright 2010 by MarketingSherpa LLCAll rights reserved. No part of this report may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopying, recording, faxing, emailing, posting onlineor by any information storage and retrieval system, without written permission from the Publisher.To purchase additional copies of this report, please visithttp://www.SherpaStore.comYes, bulk discounts are available for multiple copies. Contact:Customer ServiceMarketingSherpa LLC 1 (877) 895-1717 (outside US, call 401-247-7655)Service@SherpaStore.com499 Main StreetWarren, RI 02885 USA
MarketingSherpa’s Social Marketing ROAD Map HandbookTABLE OF CONTENTSTable of Contents . iiDirector’s Note. 2On the ROAD to social marketing maturity . 2Setting the Stage for Social Marketing . 3Three Questions to ask yourself before getting started . 31. Where are you now? . 3Worksheet: Determining your organization’s phase of social marketing maturity . 3How your organization stacks up against others . 4Chart: Organizations by phase of social marketing maturity . 42. Where do you want to be? . 4Articulating a vision for social marketing success . 43. How will you get there from here? . 5Understanding the challenges . 5Chart: “Very important” challenges to social marketing effectiveness, by primary market . 5A financial commitment to overcome challenges and achieve social marketing success . 6Chart: How organizations perceive social media marketing at budget time . 6The Social Marketing ROAD Map Defined . 7A method for mapping an effective social media strategy . 7The Social Marketing ROAD Map is a continuous improvement process . 8The Social Marketing ROAD Map Cycle . 8As social marketers mature, their priorities change dramatically . 9Chart: ROAD Map elements prioritized by phase of social marketing maturity . 9Let’s get started! . 9Chapter 1: ROAD Map – Research . 10Gathering intelligence on target audiences and their social use . 10Stop, look and listen – social media monitoring . 10What to monitor. 10Checklist: Monitoring search phrases . 10Checklist: Monitoring social media factors . 10Chart: Types of social media monitoring tools and solutions used for marketing purposes . 11Directory: Social media monitoring tools and solutions . 13Example: Monitoring mentions – analyzing selected MLB brands on all social media. 16Segmenting and profiling target audiences . 17Simple segmentation of target audiences by social media behavior and influence . 17Worksheet: Profiling target audiences by social influence, platform preferences and use. 18The human factor – resources for a social marketing team . 19ii Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookChart: Few organizations are outsourcing social marketing responsibilities . 19Worksheet: Finding candidates, defining roles and recruiting the social marketing team . 20Auditing existing content to identify digital assets . 21Worksheet: repurposing existing content for social marketing use . 21Case study: Target audience survey “enables” Microsoft campaign . 22Example: Microsoft’s I Am Enabled Microsite Homepage . 22Case study: Researching target audience behavior while they research you . 24Example: Caturano’s Rapid Assessment Offer . 25Example: Caturano’s Link Page . 26Example: Caturano’s Thought Leadership Post . 27Chapter 1 notes . 30Chapter 2: ROAD Map – Objectives . 32Aligning objectives with target audiences and metrics . 32Chart: Organizations targeting and measuring objectives, by social marketing maturity . 32Defining targeted and measureable objectives for social marketing Purposes . 33The difference between marketing communications goals and social marketing objectives. 33Example of social marketing objectives hierarchy by marketing communications goals. 33Prioritize objectives by effectiveness or impact? . 34Chart: Objectives that social marketing programs achieve effectively . 34How to align objectives with target audiences and metrics . 35Aligning objectives with target audiences . 35Aligning objectives with success metrics . 35Metrics that matter in social media . 35Worksheet: Aligning social marketing objectives with target audiences and metrics . 36Case study: The objectives of social marketing in a real estate recession . 37Example: Creative Sample from Ines Hegedus-Garcia: . 39Case study: When the objective of social marketing is a social cause . 45Example: California State Parks Foundation Facebook Page . 45Chapter 2 notes . 47Chapter 3: ROAD Map – Actions . 49Creating a social marketing strategy with a tactical plan of action . 49Tactical effectiveness versus “fast and easy” implementation . 49Chart: Comparing the effectiveness, effort required and usage of social marketing tactics . 49Tactics for the effective use of social media platforms . 50Guiding principles . 50Blogging . 51Micro-blogging . 52Social networking . 53Multimedia content sharing . 54Video . 54iii Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookImages . 54Audio . 54Slides . 54Other platforms . 55Bookmarking . 55Social news sites . 55Forums . 55Wikis . 55Engaging the social minority and pitching the social authority . 56The importance of a social media policy and how to draft one. 57Budgets and timetables . 58Special Report: Six lessons on developing your social marketing tactical plan. 59Case study: How to use Twitter to push your products . 63Example: Woot’s Twitter Feed . 64Case study: Economic stimulus package lands 7,000 new customers . 67Example: Atlassian Promotion Sign-Up Page . 67Integrating social media with other tactics in the marketing mix . 70The ease and importance of social integration. 70Chart: Organizations that are integrating social media with other marketing tactics . 70Inbound marketing’s powerful pair – search and social . 71Who is using social media with SEO? . 71Chart: Organizations Integrating Social Media into Search Engine Marketing Campaigns. 71Why are they doing it? Perceptions of search and social media’s objectives . 72Chart: The Effectiveness of SEO Objectives and Social Media Objectives . 72The hidden benefits of integrating social media with search practices . 73Chart: Average Target Keyword Rankings by Social Media Use . 73Chart: Organic Conversion Rates by Social Media Use . 74Chart: PPC Conversion Rates by Social Media Use. 75Perception is not always reality. Social media’s truly effective objectives . 76Special report: Part 1 – Five key trends in search and social integration . 77Special report: Part 2 – Seven tactics to build rankings using search and social . 81Case study: Eight steps to create a team-authored blog and reap SEO gains . 85Example: Acoustics By Design Blog . 89Social sharing extends the reach of email campaigns and more . 90Formulating a strategy for social sharing . 90Chart: Plans to integrate social media with email campaigns this year. 90Social sharing effectiveness. 91Chart: The effectiveness of social sharing at achieving email marketing objectives . 91Why email needs social media . 92Chart: Social sharing leads year-over-year change in email list growth tactics . 92 and why social media needs email . 92iv Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookChart: Email is the most acceptable channel for permission-based messaging . 92Best practices for designing and optimizing email campaigns for social sharing . 93Case study: How social sharing buttons increased email interaction by 25% . 94Example: SmartBrief Newsletter . 97Case study: Eight essentials for using social media and email to prospect . 99Example: BreakingPoint Employee Linkedin Template . 103Case study: Five email and social integration strategies to grow audiences . 105Example: Wilton’s Newsletter with Social Media Promotion . 107Example: Sample Wilton Tweets Pre-Launch . 108Example: Wilton’s Yearbook Email Blast . 109Example: Wilton’s Halloween Tweets . 110Example: Wilton’s Halloween Newsletter . 111Summarizing the tactical plan of action . 113Worksheet: Putting the pieces of an action plan together . 113Chapter 3 notes . 114Chapter 4: ROAD Map – Devices . 116Selecting platforms by tactical effectiveness and architectural fit . 116Chart: Social Media Technology Platforms Used for Marketing Purposes. 116Analyzing the strengths and weakness of social media brands . 117Constructing a social marketing architecture . 118Avoiding random acts of social marketing . 118Constructing a social marketing architecture with a plan and a purpose . 119Example: The hub and spoke architecture for Cisco’s Collaboration solutions . 119The social marketing architecture hubs . 120Website: The hub of the marketing strategy. 120Example: Cisco Collaboration website for content and conversion . 120Blog: The hub of the social marketing strategy . 121Example: Cisco Collaboration blog for SEO friendly content . 121The social marketing architecture spokes . 122Social network: Building a community of fans on Facebook . 122Example: Facebook fan page for Cisco Collaboration . 122Microblog: Engaging followers in 140 characters or less on Twitter. 123Example: Twitter microblog for Cisco Collaboration . 123Discussion forum: Building a community of technology-oriented members . 124Example: Branded technology community for Cisco Collaboration . 124Multi-media sharing: Driving traffic to platforms from YouTube and Flickr . 125Example: YouTube video sharing for Cisco Collaboration . 125Example: Flickr photo stream for Cisco Collaboration . 125Other platforms: RSS feeds, bookmarking and news sites . 126Example: RSS feed from Cisco Collaboration blog. 126Content sourcing: Repurposing content from third party sources . 127v Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookExample: Sourcing content from Cisco Collaboration blog . 127Worksheet: Constructing your social marketing architecture . 128Case study: Exploring alternatives to Facebook with a branded social network . 129Chapter 4 notes . 132The Final Chapter . 134vi Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookDIRECTOR’S NOTEON THE ROAD TO SOCIAL MARKETING MATURITYSocial media has created an exciting and challenging world of new possibilities for marketers. Until recently,a vast majority of marketers were exploring this unfamiliar terrain without a compass – or strategy – toguide them. Captivated by the hype and the ease of implementing social sites, many ignored provenmarketing principles. They launched their social initiatives by creating blogs, Twitter and Facebook accountswithout a plan or a purpose.But a momentous change in the use of social media for marketing purposes is taking place. Social marketingis maturing to the point where the mainstream is now in transition from the trial‐and‐error phase of thelearning curve to the strategic phase. Marketers are learning to begin their social initiatives by researchingthe medium and monitoring target audiences to determine realistic objectives. Then and only then do theyformulate tactical plans and roll‐out the social platforms required by the plan. To help marketers ascendthis steep learning curve, they need a practical method for mapping their social media strategy. They needto develop a coherent process for achieving objectives that can be easily and routinely performed.MarketingSherpa’s Social Marketing ROAD Map was created to fulfill this need.Based on the ROAD Map methodology, this handbook is a step‐by‐step guide to mapping your socialmarketing strategy. It is loaded with research‐based insights on proven practices, hands‐on worksheets andchecklists, and social marketing case studies featuring the real life successes of marketers like you. It isintentionally “social media brand agnostic”, meaning that familiar technology brands like Twitter, Facebook,LinkedIn, etc. are used only when necessary as tactical examples. The purpose of this approach is to helpyou develop a strategy that will outlive technology brands that are often here today and gone tomorrow.This Social Marketing ROAD Map Handbook is designed as a teaching tool – not only for advancing thecareers of the self‐taught but also for those attending MarketingSherpa’s Social Marketing Workshops.These workshops are conducted in small classroom settings by social marketing experts using this handbookas a curriculum guide.Whether you obtain this handbook separately, packaged with the 2010 Social Media Marketing BenchmarkReport or included with a Social Marketing Workshop, it will help accelerate your progress through thephases of social marketing maturity to achieve social marketing success.As always, we welcome your comments and look forward to hearing from you.Regards,Sergio Balegno, Research Director, MarketingSherpa@SergioBalegno2 Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookSETTING THE STAGE FOR SOCIAL MARKETINGTHREE QUESTIONS TO ASK YOURSELF BEFORE GETTING STARTED1. WHERE ARE YOU NOW?You are about to begin a journey that requires navigating through uncharted territory. To find the fastestand safest route, you need to know two things: where you are now and where you want to be. The same istrue for mapping an effective social marketing strategy. Before getting started, you need to know whereyou are now in terms of the social marketing maturity lifecycle. The following worksheet will help youdetermine this by analyzing your progress in four process‐related factors critical to social marketing success.To complete the worksheet, circle one number in each row that corresponds with the column heading thatbest describes the process you use for each tactic. For example, if your organization has a formal,documented process that it routinely performs for gathering intelligence on target audiences, their use ofsocial media and your competition in the space, circle 5 in the first row. If your organization has not begunto formulate a process for this tactic, circle 1. After circling one number in each row, sub‐total each columnand combine columns for your total score. Matching this score to the phase shown in the bottom row willdetermine where your organization is now in the social marketing maturity lifecycle.WORKSHEET: DETERMINING YOUR ORGANIZATION’S PHASE OF SOCIAL MARKETING MATURITYNote: If necessary, skip ahead to “The Social Marketing ROAD Map Defined” for a more detailed descriptionof the four factors critical to social marketing success.3 Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookHOW YOUR ORGANIZATION STACKS UP AGAINST OTHERSOnce you have completed the worksheet, you will know where you are in the social marketing maturitylifecycle. But it is also important to understand how your organization stacks up against others. Are youlagging behind or taking the lead? The following chart shows the average percentage of organizations ineach phase of social marketing maturity based on a survey of more than 2300 marketers.Chart: Organizations by phase of social marketing maturity2. WHERE DO YOU WANT TO BE?ARTICULATING A VISION FOR SOCIAL MARKETING SUCCESSLeading a successful initiative starts with a vision – in this case, a vision for social media marketing success.A vision for an initiative is an inspirational description of what a leader would like his team to accomplish,not in terms of specific objectives but a mental image that summarizes what success could or should looklike. It's the end game. It can give a team direction and insight – steering current and future objectives,strategies and courses of action.The challenge is to articulate a clear and concise vision the team will understand and buy into. Clarity willallow a team to make decisions based on your vision. And a ring of drama will inspire the team to give theinitiative a higher priority.Sometimes a vision for an initiative is difficult to articulate but you intuitively know that there is one and,with a little brainstorming, it can be described.For example, the vision for an online publisher’s social marketing initiative might look something like this:4 Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
MarketingSherpa’s Social Marketing ROAD Map HandbookExample: A Vision for Social Marketing SuccessSocial media enables us to form and engage communities with common professional interests andchallenges. We will develop a compelling social marketing strategy for delivering the insights and know‐howmembers of these communities need. And we will create a compelling persona for interacting with membersof these communities in a single, trustworthy voice. As a result, we will be recognized not only as thought‐leaders but as innovators in our segment of the online publishing space.3. HOW WILL YOU GET THERE FROM HERE?UNDERSTANDING THE CHALLENGESFore‐warned is fore‐armed so be prepared to address these challenges as you proceed through the socialmarketing planning process. As this chart shows, the challenges to social marketing effectiveness areranked similarly by marketers in every channel.Chart: “Very important” challenges to social marketing effectivenes
Social Marketing ROAD Map Handbook A method for mapping an effective social strategy EXCERPT Note: This is an authorized excerpt from the full MarketingSherpa Social Marketing ROAD Map Handbook.
Aug 27, 2019 · Map 1 – Map Basics Map 8 – Sub-Saharan Africa Map 2 – Land Features Map 9 – North Africa & the Middle East Map 3 – Rivers and Lakes Map 10 – E Asia, C Asia, S Asia, and SE Asia Map 4 – Seas, Gulfs, and other Major Water Features Map 11 – Central and South Asia Map 5 – North America and the Caribbean Map 12 – Oceania
Road-Wide DUB PF30 79-A Road-Wide 00.6418.018.003 83 42 Road-Ai DUB BB30 83-A Road Ai 00.6418.027.001 46 Road-Ai DUB PF30 83-A Road Ai 00.6418.028.002 86.5 41 Road DUB PF 86.5 Road 00.6418.025.000 Road-Wide DUB PF 86.5 Road-Wide DUB Ceramic PF 86.5 Road-Wide 00.6418.016.004 Ceramic: 00.6418.016.007 46 Road DUB BB386 86.5 Road DUB Ceramic BB386 .
2. What is social marketing? 6 Condom social marketing 7 The role of UNAIDS in social marketing 7 3. Different approaches to social marketing 9 4. Case studies 12 Community-based distribution in Haiti and Mozambique 12 - Haiti 13 - Mozambique 19 Community-based social marketing in India 24 Social marketing based on targeted service delivery in .
Topographic map Political map Contour-line map Natural resource map Military map Other Weather map Pictograph Satellite photograph/mosaic Artifact map Bird's-eye map TYPE OF MAP (Check one): UNIQUE PHYSICAL QUALITIES OF THE MAP (Check one or more): Title Name of mapmaker Scale Date H
Route 46 between Carr Lane and Russell Road: from CARR LANE via Guildford Road, Kew Road, Eastbourne Road, Cemetery Road, Duke Street, Shakespeare Street, St. James Street, Eastbank Street, Lord Street, London Street, Derby Road, Sussex Road, Norwood Road, Bispham Road, Canning Road, Crowland Street to RUSSELL ROAD.
This map does not display non-motorized uses, over-snow uses, . Fort Polk Kurthwood Cravens Gardner Forest Hill 117 28 10 107 1200 113 112 111 118 121 28 121 399 468 496 28 112 488 463 465 MAP INDEX 8 MAP INDEX 1 MAP INDEX 3 MAP INDEX 2 MAP INDEX 4 MAP INDEX 5 MAP INDEX 7 MAP I
The Map Screen has many options for customization in the Moving Map Setup Menu. NOTE: To access the Moving Map setup menu, press MORE Set Menu Moving Map. Map Screen Orientation The map can be set up for Track Up, Heading Up or North Up. To choose the desired orientation: 1. Highlight Up Reference, on top of the Moving Map setup page. 2.
ASTM C 1702 – Heat of hydration using isothermal calorimetry Heat of Hydration. is the single largest use of isothermal calorimetry in the North American Cement industry Other major applications include . Sulfate optimization . and . admixture compatibility Several Round Robins in North America and Europe on Heat of Hydration .
