The Six Keys to Stand Out Social Marketing

THE 6 KEYS TO STAND OUT SOCIAL MARKETING

Mike Lewis
Author of ‘Stand Out Social Marketing’
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com

© 2012 Awareness CONFIDENTIAL

Connect Questions via Twitter:
ABOUT ME… #StandOut @bostonmike

• VP of Marketing & Sales at Awareness
• Boston native,father of 2, Entrepreneur
and'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012

Blog:
StandOutSocialMarketing.com

Facebook:
Facebook.com/standoutsocial

Twitter:
@bostonmike

BUY THE BOOK #StandOut @bostonmike

http://tinyurl.com/StandOutMarketing


THIS IS AN INTERACTIVE SESSION #StandOut @bostonmike

(1) Ask Questions

(2) Tweet me

(3) Visit the blog
(standoutsocialmarketing.c
om)
and search for highlighted
words in this box:


STANDOUTSOCIALMARKETING.COM #StandOut @bostonmike

• Case Studies
• Infographics
• Strategies
• Strategists
• Much More!


#StandOut @bostonmike
A personal story...


ooops...
wrong day!


THE NEXT
DAY...


How’d they
know that?


It was this guy!!!

WHAT I THOUGHT... #StandOut @bostonmike

Just spoke with mike. Wants to
head home to see his son.
Booked him on earlier flight.


Wow!!!

Social Marketing
Automation!!!


WHAT ACTUALLY
HAPPENED...


Not as exciting, but a great story none the less

THE 6 KEYS & WHERE DELTA STOOD OUT #StandOut @bostonmike

Paying Interaction Content
Attention

Presence Management Measurement



Paying Attention
The Heart of your social
strategy

Involves Paying Attention to
behaviors and individuals

Focus area: Paying attention to
behavior to drive sales

Key Concepts:
•Social Prospecting
•Social Scoring


FOR EXAMPLE… LET'S SAY WE ARE SELLING… #StandOut @bostonmike

Traditionally… #StandOut @bostonmike

• Broadcast messages
through multiple channels

• Collect Data and
Demographically target

• Open stores in areas of
audience concentration

• Drive people to online or
offline purchases

Through Social We Would: @bill Need new shoes
for the office party.
What to buy?

• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf

• Target: month 2 in marathon
training. Feeling better
 Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
 Identify Contextual

Influencers HUGE ski trip with the guys
 Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
 Contextual groups (or

create one) UGH! I hate back to school
shopping for the kids!

We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk


social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate


THE BIG THREE OF MONETIZING BY PAYING ATTENTION #StandOut @bostonmike

Social Prospecting

Automated Social Profile Collectio

Social Scoring


SOCIAL PROSPECTING #StandOut @bostonmike

Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.

Example: Pella Windows

IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmike

Example: Pella Windows

Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!

SOCIAL PROFILE COLLECTION #StandOut @bostonmike

Collected the publically available profile information on the individuals
engaging in your specific conversations.

Engagement on brand
owned social destination

Participation in
Public Posts and actions
Facebook contests,
on Social Networks like:
Downloads, et

Social Profile


SOCIAL SCORING #StandOut @bostonmike

Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.


DEFINE A PATH TO PURCHASE #StandOut @bostonmike

TRACKING BEFORE DIRECT ENGAGEMENT


BUILD A BEHAVIORAL SCORE MODEL #StandOut @bostonmike


SOCIAL SCORING IN ACTION #StandOut @bostonmike

+10 points
Visited page

+10 points
“Any recommendations
for product?”

+5 points
Prospective JoinedFacebookpag
buyer e

+5 points
“looking to buy
something…”


HYPER-TARGETED MARKETING CAMPAIGNS #StandOut @bostonmike


REAL LIFE EXAMPLES #StandOut @bostonmike

The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter

TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests


FOILED CUPCAKES #StandOut @bostonmike



Interaction
If paying attention is the yin of
social marketing, interaction is
the yang.

Focus area: Interact with your
audience based on who they are to
drive improved response rates

Key Concepts:
•Interaction Continuum
•Interaction Science


THE INTERACTION CONTINUUM #StandOut @bostonmike


TIPS AT EACH STAGE #StandOut @bostonmike

See social Share photos
activity of others and videos
Extended in their network
Audience

The silent Ask Questions
observers
Passive
Followers

Regular Consistency is
Engagers key
Moderate
Interactors

Top Fans Make them
champions
Active Interactors

Influencers who
Guest post
are active with
Influential your brand
Interactors


Content
Focus on the needs of your
prospects… not the needs of
your company

Repurposing content to drive
additional interactions and responses

Key Concepts:
•Home Base & Outposts
•Content Mapping


MULTI-PURPOSING CONTENT #StandOut @bostonmike


CONTENT MAPPING #StandOut @bostonmike



Presence
Build and manage your brand
persona

Create a stand out persona that
thrives on interaction and posting
distinctive content

Key Concepts:
•Humanizing your brand
•Brand Consistency


HUMANIZING A BRAND #StandOut @bostonmike


BRAND CONSISTENCY #StandOut @bostonmike



Management
Stand out management comes
from internal process and
execution

Manage and develop internal workflow
and procedures to drive success

Key Concepts:
•Workflow
•Consistency


MANAGING THE SUPER BOWL #StandOut @bostonmike

Collaborate and
manage
internally

Example
The 2012 Super Bowl Host
Committee identified and
assisted fans in the
Indianapolis area for the
big game. A team of 50
managed all interactions
resulting in $3.2M in value
to NFL.

JETBLUE #StandOut @bostonmike


ORGANIZING INTERNALLY #StandOut @bostonmike



Measurement
Meausure the things that
impact the bottom line

Measurement based on ROI

Key Concepts:
•ROI
•KPIs Measurement


SOCIAL ROMI VS SOCIAL ROMO #StandOut @bostonmike

SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective
Overall social marketing contributions to Specific social marketing contributions to
the business over time (usually year-over- customer engagement and sales (usually
year) campaign based and short term)


SOCIAL ROMI VS SOCIAL ROMO #StandOut @bostonmike

SOCIAL ROMI SOCIAL ROMO
Return on Marketing Investment Return on Marketing Objective

Add All Marketing Calculate Lead Gen
Expenditures Effectiveness

Determine Contribution to Results Determine Contribution to Results

Calculate ROMI


8 ROI RELATED METRICS #StandOut @bostonmike

Conversions
Easiest Implementation = Link Append
1. Create appended URL:
http://mycompany.com/?q=LeadSource&fn=Link
2. Mask with vanity or bit/ly
3. Send through appropriate channel
Reach &
• Reach = SUM(Fans, Followers, Subscribers)
Relevance
• Reach Velocity = Social Reach growth Month-Over-Month

Interactions
• Interaction = SUM(shares, likes, retweets, @replies,
comments, favs, etc)
• Interaction Velocity = Social Reach growth Month-Over-Month
See also – Author Int Rate, Content Int Rate, Theme Int Rate

Activity Ratio
• Activity Ratio = # of Interactions / Social Reach
• Active Audience Ratio = # Active Audience Members / Social
Reach


8 ROI RELATED METRICS (CONT.) #StandOut @bostonmike

Content Effectiveness
•Comment-to-Content Ratio
•Comment-to-Profile Ratio
•Content-to-Share Ratio

Brand Sentiment
•Audience Sentiment
•Contributor Sentiment
•Content Sentiment
•Author Sentiment

Inbound Links
•Total Number
•Authority Domains

Influence
•Influencer Score
•Influential topics/areas



Mike Lewis
Author of „Stand Out Social Marketing‟
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com

The Six Keys to Stand Out Social Marketing

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