Presented at Digital East 2011 in Washington DC in September. How to use social media research tools to build a kick butt social media strategy. Looking at different tools and the different types of audiences out there.

1. Creating Social Media Strategies Using Audience Research Liana “Li” Evans, LiBeck Integrated Marketing @storyspinner

2. What We’ll Cover Research Tools for Social Media Types of Social Media Users Out There Bringing it All Together © 2011 LiBeck Integrated Marketing 2

3. Research Tools

4. How Do You Know What Your Audience Is Doing? Different Types of Research Tools Demographic Buzz Monitoring Search Trending Linking Competitive Interpreting Your Data Open Mind Required Quantity is Very Misleading Listen, Don’t Just Hear Discover Their Passions! © 2011 LiBeck Integrated Marketing 4

6. Every generation 45 and older more than doubled participation

7. Adults 74 and older quadrupled their participation (from 4% to 16%)

9. Search engine use

10. Seeking health information

11. Getting news

12. Buying products

13. Making travel reservations or purchases

14. Doing online banking

15. Looking for religious information

16. Rating products, services, or people

17. Making online charitable donations

18. Downloading podcasts

19. Use of social networking sites

20. Use of instant messaging

21. Using online classifieds

22. Listening to music

23. Playing online games

24. Reading blogs

26. People Ask Questions, Too © 2011 LiBeck Integrated Marketing 8

27. Why You Can’t Trust Quantity

28. Twitter Spam

29. Wow A Real Conversation?

30. Not Quite

31. Demographic Analysis

32. Not Everyone is Tweeting JackobNeilsen’s Participating Pyramid © 2011 LiBeck Integrated Marketing 14

33. Get Know What Your Audience Does © 2011 LiBeck Integrated Marketing 15

34. Social Technographics: Groundswell © 2011 LiBeck Integrated Marketing 16

35. Genders Differ © 2011 LiBeck Integrated Marketing 17

36. Ages Differ © 2011 LiBeck Integrated Marketing 18

37. Countries differ © 2011 LiBeck Integrated Marketing 19

38. Buzz Monitoring Tools

39. Buzz Monitoring Tools For All Business Types Free: Google Analytics Google Alerts Trackur Small-Mid-Size Business Level Trackur Viral Heat Enterprise Level Alterian: SM2 (formerly Techrigy) Radian 6 © 2011 LiBeck Integrated Marketing 21

40. You Get What You Pay For Free: Usually Just the Basics Sometimes More Spam the True Conversations No Sentiment Analysis Small-Mid-Size Business Level Can segment your data more Rudimentary Sentiment Influencers Highlighted Enterprise Level Slice & Dice Your Data Grabbing a lot more Records Better Sentiment Analysis © 2011 LiBeck Integrated Marketing 22

41. Google Alerts © 2011 LiBeck Integrated Marketing 23

42. Trackur © 2011 LiBeck Integrated Marketing 24

43. Trackur © 2011 LiBeck Integrated Marketing 25

44. Trackur © 2011 LiBeck Integrated Marketing 26

45. Viral Heat © 2011 LiBeck Integrated Marketing 27

46. Viral Heat © 2011 LiBeck Integrated Marketing 28

47. Viral Heat © 2011 LiBeck Integrated Marketing 29

48. Viral Heat Trial © 2011 LiBeck Integrated Marketing 30

49. Viral Heat © 2011 LiBeck Integrated Marketing 31

50. Viral Heat © 2011 LiBeck Integrated Marketing 32

51. Trending Tools

52. Trending Tools Google Trends (google.com/trends) © 2011 LiBeck Integrated Marketing 34

53. Google Insights © 2011 LiBeck Integrated Marketing 35

54. Other Research Tools

55. Google Analytics © 2011 LiBeck Integrated Marketing 37

56. Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal © 2011 LiBeck Integrated Marketing 38

57. Search! © 2011 LiBeck Integrated Marketing 39

58. Search Gives You Insights © 2011 LiBeck Integrated Marketing 40

59. A Lot of Insight © 2011 LiBeck Integrated Marketing 41

60. the types of social media & Audience Types

61. Not All Social Media Users Are The Same © LiBeck Integrated Marketing, LLC © LiBeck Integrated Marketing, LLC

62. And Remember … Not Everyone is Blogging © LiBeck Integrated Marketing, LLC Jackob Neilsen’s Participating Pyramid © LiBeck Integrated Marketing, LLC

63. Social Networking What Kind of Community Members © LiBeck Integrated Marketing 2011

64. Things to Keep in Mind Social Networks Can Be Addicting Think about every time you’re tagged in a photo, what do you do? News streams can drive traffic Bounce rates & time on site numbers are better than social news or social bookmarking It’s not just young kids Fastest growing segment on Facebook is women over 45 Social Network Gaming Very Addictive, Very Engaging © LiBeck Integrated Marketing 2011

65. Microblogging © LiBeck Integrated Marketing, LLC What Kind of Community Members © LiBeck Integrated Marketing 2011

66. Contrary to Popular Belief……. www.LiBeckIM.com © LiBeck Integrated Marketing 2011

67. Things to Keep in Mind © LiBeck Integrated Marketing, LLC Twitter can drive a lot of quality traffic People who follow you are interested in what you have to say Great way to get information out quickly There are a lot of tools to make managing Twitter a lot easier Engaging in Twitter can lead to great opportunities in other communities Twitter Success Doesn’t Happen Overnight! © LiBeck Integrated Marketing 2011

68. Social Sharing © LiBeck Integrated Marketing, LLC Video Sharing What Kind of Community Members Photo Sharing © LiBeck Integrated Marketing 2011

69. Things to Keep in Mind © LiBeck Integrated Marketing, LLC Social Sharing is Very Engaging People are very visual People love to be entertained Not all videos go viral Nor do they have to, to be successful Videos & Photos Appear in Search Results Videos & Photos Can be Shared in Facebook © LiBeck Integrated Marketing 2011

70. Blogs © LiBeck Integrated Marketing, LLC What Kind of Community Members © LiBeck Integrated Marketing 2011

71. Things to Keep in Mind © LiBeck Integrated Marketing, LLC Bloggers are not like journalists They don’t have boundaries They don’t answer to editors They don’t have to check facts You need to be consistent If you don’t keep putting out content, no one will have a reason to come back Create an Editorial Calendar Blogs can eclipse static websites with traffic By constantly giving new content the search engines come out more Your audience will continue to visit your new content © LiBeck Integrated Marketing 2011

72. Review Sites & Geo Social Networks © LiBeck Integrated Marketing, LLC What Kind of Community Members © LiBeck Integrated Marketing 2011

73. Another Reason To Care About Reviews…. © LiBeck Integrated Marketing, LLC © LiBeck Integrated Marketing 2011

74. Things to Keep in Mind © LiBeck Integrated Marketing, LLC Traffic from review sites is quality traffic They explore more of your site They want to know why people like you Negative reviews are an opportunity People are also cynical and don’t believe it when reviews are always 5 stars Claim you own your business Upload your own photos, ensure info is correct © LiBeck Integrated Marketing 2011

75. There’s So Much More © LiBeck Integrated Marketing 2011

76. Bringing It All Together

77. The Biggest Tip I Can Give Is… © 2011 LiBeck Integrated Marketing 59

78. It’s Not About You © 2011 LiBeck Integrated Marketing 60

79. Its The Value Your Audiences Find in You © 2011 LiBeck Integrated Marketing 61

80. If Something is Valuable …….It Gets Shared © LiBeck Integrated Marketing, LLC

81. And When People Share…… Google Cares © 2011 LiBeck Integrated Marketing 63

82. Use Your Research To Figure Out What’s Valuable To Figure Out Your Approach To Figure Out What Will Work, What Won’t To Figure Out What Will Get Shared To Build Your Strategy and Inform Your Engagement! © 2011 LiBeck Integrated Marketing 64

83. Social Media is More Than Facebook © 2011 LiBeck Integrated Marketing 65

84. Build Your Plan of Attack (Strategy) Use Your Research What platforms Who do you need to engage (as a group) What do you expect to gain Plan Your Content Creation What’s valuable How often do you need to create it What’s the tone Integrating Which channels need to work together Which departments need to know Policies & Contingencies C.Y.A.! © 2011 LiBeck Integrated Marketing 66

85. Integrating Is Key Offline Messaging Should Promote Social Efforts Remember Facebook isn’t a Search Engine – Don’t Use “Find Us on Facebook” Use Your PR Team to Pitch Your Social Efforts Optimize Your Digital Assets Create Exclusive Social Content for Your Email Lists © 2011 LiBeck Integrated Marketing 67

86. Social Media Doesn’t Happen in a Vacuum Usability: If your site isn’t converting, social will only make that issue more prevalent Email: Tell your already interested audience SEO: optimize your profiles PPC: promote what your doing PR: Don’t send a press release, use your media! Direct Mail: Include easy ways to find your social profiles Marketing: Social Profiles on TV, Radio, Print Integrate & Pollinate © 2011 LiBeck Integrated Marketing 68

87. It’s Beyond the Browser! iPhone, BlackBerry, Palm, Droid Smart phones are a common way of life People can watch videos on their phones You don’t need a web browser to find a restaurant review Most social media sites have a way for community members to access via mobile – that isn’t a browser! © 2011 LiBeck Integrated Marketing 69

88. Measure, Measure, Measure Brand Lift: Buzz Monitoring Tools Engagement: Fans, Friends, Views, Favorites, Retweets, Replies Web Traffic: Referrals, Shortened URLs, Downloads, Subscriptions, Requests Sales: Conversions from Social Links/Promotion Links: # of Links Acquired Who where their acquired from © 2011 LiBeck Integrated Marketing 70

89. Social Media Policies? Employee Usage Policies Blogging Policies Avatars, Pictures, Videos? Talking with The Press Comment & Trackback Policies Giving Freebies © 2011 LiBeck Integrated Marketing 71

90. You Don’t Want This © 2011 LiBeck Integrated Marketing 72

91. Or This © 2011 LiBeck Integrated Marketing 73

92. Summary Understand Your Audience Define Your Goals Research & Listen Plan Your Strategy Measure! Not All Social Sites Will Work for You Integrate! Remember, It’s Not About You! © 2011 LiBeck Integrated Marketing 74

93. Questions?

94. Free Resources eBooks: Social Media Myths 3 Keys to Content Creation & Success in Social Media What is Foursquare: A Business Guide to Location Based Marketing Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media

95. Contact Liana “Li” Evans @storyspinner li.evans@LiBeckIMLLC.com © 2011 LiBeck Integrated Marketing 77