You Still Need a Frame

June 22, 2009 · Comments

frame I’m working on building a group of people who can execute on various parts of social media projects when we need them. I’m calling them the pirates. (You can work with the pirates yourself, if you want).

When it comes down to it, though, I realize that the trick is going to be working with people who might be decent at blogging, who might be pretty good at tweeting, who have a sense of what to do on Facebook, but who might not work from the perspective of this all tying into a sales marketing experience.

I’ve been working on a sales marketing framework for a while. I’m going to release it into my newsletter audience first, and then on this blog. It’s nothing amazing, but it does line up where I feel all the social tools fall into the various parts of a sales cycle. For instance, AWARENESS involves everything from tweeting to blogging to video and podcasting. Depending on how the project is put together, I’d need someone who knows how to use my outposts methodology and then who could create in such a way that it is promoting without being that guy.

In thinking about this, and in talking with others who have started their own social media consulting efforts, I notice quite often that people use the tools in a very standalone methodology. For instance, they build a following on Twitter, but do nothing to reach out to them via email marketing. They use Twitter as a promotional tool, and an in-between conversation tool, but it’s not always clear who realizes how this fits into a marketing plan or any other type of formal business communications experience.

Here’s a sample of what I’m talking about:

Project: Product Launch

Goal: 1000 Signups in the first 10 Days

Secondary Goal: 20 blog posts with links to product site in the first 10 days

Strategy: Awareness through presence, through content marketing, and through blogger outreach.

Steps:

  • Start Listening tool topic profile for product, space in general, top 3 competitors.
  • Discover related blogging community. Begin commenting and building relationships.
  • Build branded Twitter and Facebook presence.
  • Build off-site blog to connect with the community of prospective users.
  • Build conversion points on that blog.
  • Launch face-to-face presence experience (meetup?)
  • Bring Flip video cameras. Recommend specific hashtags. Solicit help covering event.
  • Launch blogger outreach requests. Track affirmatives. Track for posts. Respond to comments.
  • Continue promoting (following the “that guy” rules).
  • Measure signups. Measure blog posts.
  • Adjust, if necessary. Report all results.

There. That’s a very simple project frame (or a marketing plan, maybe?) for a promotion project.

Is that how you’re building your projects? Are you planning through all the various elements? Have you determined what the real wins are, how you’ll measure them, and how they convert to sales?

It strikes me that this is the next iteration. You understand that the tools are powerful. You get that this is different than traditional marketing. Now, make a difference and move some needles.

You with me?

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  • I couldn't agree more.
    Because they are new, social media feature sets tend to still steal the spotlight a bit, but - when you get right down to it - they are simply communication tools. I'm working with a client as a mutant - er, I mean hybrid - blog consultant/project manager/coach and have outlined for her a plan that is very similiar to the one you have included in your post.

    I think it's important that people not lose sight of their own unique message or mission in the shiny, sparkly social media widgets and whatsits. Integration is key - not only utilizing each piece of the puzzle, but making sure that each piece interlocks with the next - creating a fully-formed relationship platform.

    In addition to social media savvy & tool integration, success in this "next iteration" depends on three things:
    * Having something worth sharing - whether it's a mission, a product, or an idea, people and companies can't forget that they are not their media and/or marketing ... they have to be something bigger than that.
    * Being real - The days of faceless corporations are fading quickly. Businesses large and small need to step out from behind the curtain and meet their customers face-to-face - whether IRL or online.
    * Listening and optimizing - We all know (hopefully!) by now that this new age of marketing (or, "unmarketing") is based on a strong foundation of listening well. But you also have to be able to understand what you're hearing and know how to react.

    ... at least, that's my humble opinion.
    Thanks for helping keep the wheels turning!
    Happy Monday & see you Wednesday at the Rockstars event - can't wait!

    PS - For some reason, Disqus says I'm tweeting as @suddenlyjamie, but still linking to my old twitter profile (@jamielee2469). Sorry for the technical difficulty!
  • I think you just made a lot of social media people looking to monetize very happy today Chris.
  • Facebook User
    As a student of Internet Marketing at Full Sail University I'm learning a lot of the theory behind why we do certain things on the web, how to figure out who your customer is, and then how to effectively market to them. When I want to see practical applications of that knowledge I turn to you Mr. Brogan.

    I'm very excited about the social media space and how companies can use it to create real business. I'm even trying to start a business speaking to Realtors about how to grow their business and sphere of influence using social media and not just bombard people with listings that they don't want or need.

    It is my sincere hope that as I grow in my knowledge and skill that I can achieve as much as you have in the social media and marketing world.
  • I agree with the framework concept. You have to have a plan with everything you do in marketing, social media is no exception. Any campaign I have seen or maybe even done :-), that launched in a standalone mode has failed. These processes work best when they are naturally integrated within a "framework" of reaching people where and how they want to be reached.

    I look forward to the newsletter and getting the details!
  • Using social media for "awareness" marketing is a bit easier than rolling it into a "demand generation" program (since you are talking "sales"). From a B2B perspective this is still a huge gap. How do you take all of the relationships nurtured over x amount of social networks and roll it into actionable data? Needs to go beyond awareness.

    Dell seems to have done this from a B2C angle by using Twitter to promote a discount code for purchases, which they were able to track to sales. Rip out consumer desktops/laptops and replace with enterprise servers and you have a whole different challenge. Multiple sales targets, longer more complex sales cycles, and deep CRM systems.
  • Well ... if people really read your blog and pay attention they could all pretty much do what you outlined =)

    Success may vary depending on how well people execute, but someone could take your posts on "home base", "passports" and "outposts" ... and then look at things like using social media for hotels, the NIN post and the post about social media for travel professionals. All that (as a starter) could really give someone a head start and great understanding of how to move forward.

    A person would also have to know the tools pretty well. I know the tools are not the focus, but you do need to know them pretty well to be effective/efficient with them. I believe a big piece of the pie is pulling in the right tools for the job and then helping 'tie' them all together as best you can to make it simple for the customer to use. Not everyone wants to spend all their time on Facebook =)

    I love that you started with goals. I've been mentioning that some in my comments here. The goals help inform the strategy and tools. Without them, it's painful and likely a lost cause.

    Goals/Objectives => Strategy/Elevator pitch => Steps => Tools => Measurement => Adjustment => Repeat

    http://twitter.com/franswaa
  • And here is where you uncover my master plan since January 1. I've given you ALL the tools to be a full fledged business. I've written almost every post here such that you can take them all, distill the gems, and run a company.

    The reason? I need to hire your company, and I need the confidence that you're doing it the way I think will be successful for us both.

    I'm doing my 2009 goal: build armies.

    You've got me dead to rights, Frank.
  • Sounds like the "pirate army" is forming =)

    I'm speaking at a conf. for health care pros in Canada this week and then another in San Diego for Public Broadcasting. Your blog has helped shape those presentations. Especially the "how to get started" and "strategy" pieces. Thanks for that!!!

    I am thinking about signing up to be a pirate ... but a bit hesitant because not knowing exactly what the work will be. Not anything you can do, but maybe we could chat some time (when you’re not so busy, uh ... well.)

    Thanks!
  • That is scary cool!

    I have seen a lot of folks in the coaching community develop licensing programs to be certified "whatever" coaches with huge price tags. You are giving it away and get to see which of your "students" can become "partners" by executing in the real world!

    Theory to practice. Who can Implement !?!?!
  • I thought that the "armies" concept was one of the most interesting parts of the strategy Wyclef was talking about at 140Conf; the days of even just building awareness from the top down are over.

    I think it's also important for the individual pirates to leverage fields of personal pirate passion; more Arr and less walking the plank. If you recruit enough pirates, you should be able to distribute work that engages specific interests.

    -Ben
  • Chris,

    Thanks for the reply. I've received one inquiry from a reader and we have arranged to talk. Thanks . . . looking for more.

    In thinking about your framework, I really think HungryGarden.com could be a test case to see what does and does not work. Hungry Garden is a new type of blog/search engine that I like to call GeoSocial. Its hyperlocal in sense that its focus is within 50 miles of any physical location or address. Its global in that any one can use it and register their blog from any location on earth (that is recognized by Google Maps).

    Maybe I am wrong but I don't think a single social networking guru will work. Its almost like I need an "army" of promoters focusing on a certain geographic area with other promoters cross pollinating based on vertical market segments.

    I didn't build Hungry Garden to be a business directory. I want to work on the fun stuff, big ideas, that add real value to our daily lives. Like connecting local food producers (farmers) with local consumers to build local sustainable food systems. Like building networks of local citizen journalist that are interested in developing and sharing news stories in their local communities. Like volunteering, donating, sharing, bartering and trading expertise and help.

    But if I could even raise an army how would I track performance and results? I was thinking of allowing promoters to register a url shortener and then track site visitors through registration. I was thinking of developing site statistics that would be available to all. Promoters could even document and publish their promotion strategies so we could all learn what works.

    What do you think of this idea (and where/how do I get my "army" (or should I say navy so as not to mix metaphors)

    Hungry Gardener
  • My first thought is that this is a great action plan that covers the bases. Second thought: I always have trouble getting my mind around action plans without context. The opportunity may be to add to this the job of messaging and positioning to the client or its other agencies. In other words, creating that context.

    Is there a place for strategy at the beginning brings together in one place the story you think will move people ... a story that will continue to evolve through community, but one that client can come back to, track, and influence themselves?
  • With you all the way. To be honest, this is exactly what I'm coming to learn very quickly in my first real job experience after graduating. I understand the concepts of social media very well. I understand their power, how to approach people, how to create relationships, etc... Now I'm trying to understand how to tie that in with other marketing tactics to create actual results (user signups). Easier said than done it seems.

    I think a lot of people get caught up on the "shiny" word-of-mouth success of some companies. It's a companies dream to not have to do any real marketing. To just create relationships and let your valued, loyal users do the rest. That's just not reality in most cases though...but it's just so shiny!

    Hoping to learn more on this. Looking forward to your follow up.

    Dave
  • Chris, I call this my Cake theory. Looks like a few people are ready to get past the sugary topping and actually dive into some cake where the real stuff happens. A few years ago CC Chapman gave a talk about playing in the new media sandbox. (perfect talk for the time) I see that many so called experts are still sitting in the sandbox playing, and really doing nothing with it. In fact I am seeing a lot of sand throwing in the sandbox now. People are beginning to debate the best use of social media, folks are getting touchy, and I see much of it as ego driven rather than bettering the space as a whole. Folks, it's not about twitter numbers...it's about the people you make deep connections with! Make honest connections without agenda and you will find yourself with more opportunity than you know what to do with as long as your eyes are open.
  • That's exactly it, Keith. That's why you got picked up to do work with Best Buy. That's why you're moving faster than those around you. You understand that it's not about the toys, and it's definitely not about the frosting.
  • This is probably the most easily understood application-based post I've read on using social media as a marketing/sales tool. So important that this is out there and clear for marketers to see and replicate in their own business endeavors.

    Great stuff.
  • It's not always a single strategy that will get you results, and employing different tactics is essential to achieve your goals. But you really nailed it because I've always found that the most important aspect of social media is to define the goals you wish to achieve and based on the goals develop the framework or methodology that you will help you see results. Strategy is not set in stone either: fine tune goals and framework further after deploying a specific strategy. Thanks Chris, I look forward to reading more about the framework :)
  • Absolutely Chris. In my recent travels i'm seeing companies that are looking for a "social media" strategy for the entire organization. They want a guru agency to come in and guid them down the path to riches. In many cases that involves serious navigating the complicated organiztional structures and politics of companies that may or may not want to embrace change. In some cases we (Social Media Consultants) are asked audition for the part in order to then be presented to the "executives". I can't see how one "social media consultant or agency can possibility be great at everything. I also don't think that there are enough Chris Brogans out there to do this. That said, i don't think it's great if The Client has to go about assembling the team and managing them either.
  • Chris,

    I like the concept and you have left suitable "holes" in the probe for creative input. Let me suggest the "frame" be seen not as a picture frame, or a concept re-frame, but as a film frame - many of which are needed to make up the film/story. And, because most of us are SOHO types, few (if any) will have all the tools - hence a merry shipload of pirates are needed for collaboration.

    You mention "reaching out" to e-mail marketing. Perhaps there are other outreaches to create the frames for the best combination of SM and conventional marketing with an emphasis on pull, rather than push techniques. The process logic of such an approach is truly powerful. Visualizing the how to of reaching the 1000 sign-ups, seeing the film rushes, as it were, makes for a good process and a great story. I like it.
  • Chris, this is so true. Unframed, unplanned social networking may get some results, but planned and integrated s.n. will generate more results. This is really true of all marketing tactics, not just social networking!
  • Zoe
    Yay, thank you! It is so clear why you must be incredible at what you do -- you take your deep understanding of the strategy and potential of social media, and you translate it into straightforward, actionable, measurable steps.

    Your posts are very valuable to me as I'm working on some social media trainings for activists/nonprofits with no experience. It's tough ground to navigate, because you get people who say, "Oh, can you just get me on Twitter?" and I simply don't see any value in jumping in without understanding the frame. The tools are going to keep changing, so cultivating the right mindset should be a priority. Then tool skills are of course important as well :).
  • Chris, I like your business like approach. I have been struggling with this problem. How do I get my creative marketing peeps to understand the need for a business to have a "business plan" around a social media marketing strategy? Your article gives me a "framework" for that.
    Thanks for sharing.
  • How about having a real life case study? I am getting to roll out the Hungry Garden as the first true GeoSocial web application where user can "own" a location on a Google Map, create content tagged to their location and share it with their friends and neighbors. The initial focus of Hungry Garden is enabling blog sharing between local food producers and consumers. But, the Hungry Garden has application in other areas, such as, platform for citizen journalist to find and share news stories and analysis.

    Just waiting for "channels" and top search to work for visitors before starting modest roll-out. I have been tracking blogs and www.twitter.com/hungrygarden twitter account has some pretty good followers in the sustainable food movement.

    I've copied the outline above and look forward to additional details.

    I believe it would be interesting to see if your plan works with real life case study such as the Hungry Garden?

    Could I count on your help? Would you be interested in monitoring our progress.
  • Not me personally, but maybe someone here will pick you up.
    I'm loaded as is, but there are lots of swell folks here who can help.

    : )
  • Too many people enter social media (twitter, facebook, etc) without having clear objectives or an overall plan. It's important to remember that while they are great tools s, they are simply means to an end, not the end itself.
  • I couldn't agree more. The framework is an excellent way for brands/marketers to have a more "controlled" method of disseminating their messages. I think too often brands dive into social media without fully thinking out their strategy and/or goal through. The online community demands respect and careful thought. The framework gives structure to social media channels and have metrics to back up their efforts.


    As always, thanks for sharing Chris!
  • Kate
    This is a fantastic post Chris. Thanks so much for sharing this. I would suggest a follow up to this post on gaining buy in from execs and others within an organization. One of the challenges that I am facing now is demonstrating to many people that the activities that you list within your framework are "essential" components to the success of products not simply "nice to haves".
  • Wow - this is exactly the type of marketing focus and outline that has many people stumped as to how to make it happen - maybe because lots of folks aren't step-by-step or linear thinkers. Thanks for putting it out there!
  • amazing post, chris thanks a lot, it is clear and straight to the point. Social Marketing is a different beast and simple and clear is the answer.
  • I am with you on your sales marketing framework. I'm in the process of putting together a similar proposal and I find your blog immensely helpful.
  • That idea of a framework really connects with me because it's really easy to lose sight of the goal with social media. Heck, I lose track all the time. I like this.
  • Besides what others have mentioned, I love the pace of this plan. It's fast-moving and determined. I think it truly captures the spirit of social media marketing. I enjoyed Keith Burtis' comment about it being time to get out of the sandbox and I think the fast pace and "action-orientedness" of your tentative frame is just the thing to help companies, agencies and individual consultants do that.

    Also ... it's simple (as in, bullet point simple). And isn't the idea always to come up with something brilliant but that is simple enough to hit the ground and run with? Thanks again Chris. I'm still learning. This is my textbook, except better than that.
  • We are going through this right now at the company I work for. We've started using various web marketing tools somewhat "willy-nilly" as I like to say. Now we are backing up to create a plan and connect all the pieces. It has made it much easier to plan the future AND easier to explain and gain buy-in from company management. They don't understand Facebook, Twitter, etc.and honestly don't need to since those are just the tools but they do understand a clear marketing plan.
  • Uncanny the way the universe provides the direction. We're launching another project, and there's absolutely no reason not to use this blueprint. We'll keep you in the loop, Chris. Thanks a heap!
  • Yes, I seriously did go through all of these steps for a client and we are talking about my proposal today. You insights made my job a little bit easier and gave me a dose of confidence.

    In my work with small businesses - which is relative term, this particular one is a 25 million dollar business - the most common question is "Does this stuff really work?" If you have a detailed plan and work it, and have back-up plans to support that......

    Kudos and thanks.
  • The framework is spot on. Our launch approach may be more process oriented than your framework suggests, it's hard to tell without a timeline, and we're not ashamed to use traditional marketing techniques to augment our efforts and convert technophobes.

    To illustrate, while we help clients with strategy, messaging and SEO (basic marketing elements), we simultaneously plant seeds for public speaking and training revenue streams down the road and tailor our strategy and communication to the channel - LinkedIn tends to be more conservative than Twitter. We work synergies and differences. Build up blog-fans, Twitter Followers and have a linking strategy long before the final monetization steps are executed.

    You seem to have all the elements in place so your situation may be more about execution and project management than strategy and task development.

    Good luck and thanks for all your fantastic insights. Arrrr!
  • Of course I'm with you. This is a perfect little blueprint.
  • Thank you Chris...

    I am able to teach people how to use the tools but implementing a strategy is a totally different animal. I guess I needed an example to learn from and to make sense out of it all.
  • Chris, the framework is very good. I see an application for this especially in the small business area. As part of my reach out campaign for Franklin Matters, I am finding folks who have heard about social media but aren't sure how to begin for multiple reasons; fear factor, fear of time involved, insufficient funds, etc. The framework enables a small start, easy steps, keeping the big picture in mind. After all Rome wasn't built in a day...
  • I think this could work great to promoting a blog. A blog is a product. Chris, your enthusiasm is infectious.
  • dkreitzberg
    I think it's good that you also included off-line conversations into your plan above. While certainly aspects of social media are specialized, we can't forget the convergence of marketing and sales communication. Think about all the ways to touch the customer and/or the customer touches you.
  • Angela
    Try nomee.com. It combines all of your social networking into one app.
    You can manage who sees your content on your social network
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