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1. “Social Marketing”
is meaningless.
A social media primer by Michael Koenka.

3. Without e!orts to understand our
business and audience’s shared
motivations, our online, social (and
even public) presence risks widening
the gap between meaningful
communication, and useless noise.
The Meaning Gap

4. Companies need to know
what they want to be, before
ever deciding on what they
should do.
If you know and respect who you are, you know where you belong.
You also know where you don’t belong.
#1 - Misdirected

5. Marketing and communications
based on generic insights almost
always leads to building generic
relationships.
In a world where everyone is connected all the time, just having excellent
service and the latest technologies is no longer enough.
#2 - Generic

6. The tools we use today are
narrow answers to broad
challenges; they do one thing
amazingly well, without
considering the bigger picture.
In a world where everything is almost literally possible, the one thing that
could help companies find their way through the noise is often overlooked.
#3 - Isolated

7. Imagine a world
where you…

8. Spend your money on marketing
that works for you.

9. Build meaningful, long-term and sustainable
relationships with customers, fans

10. Know what’s right for you
(and what isn’t).

11. Welcome to my world.

12. Sixsteps to kick ass in social media:
1.
Clarify your
Ambitions
2.
Do your
Homework
3.
Use Insights
Wisely
4.
Build a
Sound
Strategy
5.
Design an
intelligent
framework
6.
Plan for
Success

13. 1.
Clarify your
Ambitions
The first step involves clarifying your core
business objectives. They answer what you
seek to gain by being on the web.
Start by asking “Why?”
These objectives also help you
understand what you should measure
over time.
AWARENESS! CONSIDERATION! PREFERENCE! PURCHASE! RETENTION!
• IMPRESSIONS!
• BRAND RECALL!
• SOCIAL VOLUME!
• SITE VISITORS!
• BRAND
CONSIDERATION!
• SENTIMENT ANALYSIS!
• BRAND FAVORABILITY!
• PURCHASE INTENT!
• CAUSAL ATTRIBUTION!
• COST PER ACQUISITION!
• ENTRANCE SOURCES!
• SOCIAL CONNECTIONS!
• SOCIAL ENGAGEMENT!
Objectives
Measurements

14. Good social marketing
research requires a blend of
qualitative, quantitative,
industry, and competitive
analyses from di!erent sources.
Quantitative
Tools
Qualitative
Tools
Industry
Reports
Environment
Analysis
Blended Genius• Think with Google
• Google Trends
• Compete.com
• Twitter search
• Sysmos
• Open FB Status
• Pew
• eMarketer
• Nielsen
• MixRank
• SocialBakers
• BuzzBlog
• Bannerblog
2.
Do your
Homework

15. Digital Category Research
INSIGHT 1: BUYING OFFLINE!
85% OF EUROPEAN MALES BUY THEIR
PERSONAL APPLIANCES OFFLINE!
INSIGHT 2: RESEARCHING ONLINE!
56% OF EUROPEAN MALES DO THEIR
RESEARCH ONLINE BEFORE BUYING!
INSIGHT 3: BEYOND SEARCH!
39% OF EUROPEAN MALES USE A SEARCH
ENGINE TO DO RESEARCH BEFORE BUYING!
Example: Philips Televisions
3.
Use
Insights
Wisely

16. Consumer Search Patterns
INSIGHT 1: CYCLICAL TREND!
SEARCH PATTERNS FOLLOW A YEARLY
CYCLICAL TREND (INVESTIGATE FURTHER)!
INSIGHT 2: BENELUX & E.EUROPE!
SEARCHES FOR PHILIPS IS POPULAR IN
NL, DE, ES, BE, LAT, DMK, AUSTRIA!
INSIGHT 3: INTEREST DECLINING!
INTEREST IN SEARCHES FOR PHILIPS IS
DECREASING IN POPULARITY OVER TIME
(AND RELATIVE TO THE BROADER
CATEGORY)!
Example: Philips Televisions
3.
Use
Insights
Wisely

17. Strategy
A plan for obtaining a goal based on all available information.
Use your insights
Identify all the specific strategies that will
be used to reach your marketing goals.
Being DUMB
Make sure these marketing goals are
D.U.M.B: Doable, Understandable,
Manageable, and Beneficial
4.
Build a
Sound
Strategy

18. Communications Framework
Why?
Why are you communicating this message? What’s the communications objective?
Who?
Who are you communicating to? Who is the target market?
Your persona, archetype, etc
What?
What is your single-minded proposition?
Where?
Where are you communicating?
What media channels are being used?
When?
What time are you communicating with
your target audience??
5.
Design an
Intelligent
Framework

19. 2 Key Considerations
6.
Plan for
Success
Time
How do I spend my
time well?
Money
How do I allocate my
budgets intelligently?

20. 90%
Engaging with your
audience
10%
Creating Content
HowtobestspendyourtimeonSocialMedia
The 90:10 rule means that for an
average 8-hour day of social media
marketing, no more than forty-five
minutes (okay, 48) should be spent
creating content.
The remainder of your day should
be fully devoted to meaningfully
interacting with your audience.
Focus your time
6.
Plan for
Success

21. 60%
Media
30%
Content
HowtobestspendyourmoneyonSocialMedia(60:30:10rule)
10%
Strategy
60% Social Intelligence
30% Measurement
10% Reporting
60% Creative
30% Community
10% Influencers
60%
Core Channel
30%
Complimentary Channel
10%
Viral Channel
Without strategy, you can’t
manage what you can’t
measure.
Most of your content should be
focused on engaging with your
audiences.
Paid media should be used to
accelerate great content, not
push average content.
Budget Wisely
6.
Plan for
Success

22. Move fast and break things
4 Features of Great Strategies
6.
Plan for
Success
Publish compelling content
Understand big data
Measure Returns on Investment
Innovate rapidly, and often. Be
recognized for being ahead of the curve.
Create or curate content that delivers
relevant and meaningful experiences
across all channels.
Know what to look for to develop
actionable insights and segments
to drive engagement and leads.
Make sure your campaign is
designed to show exactly what
impact its made to your bottom
line.

24. MICHAEL@MDKSOCIAL.COM!
NL.LINKEDIN.COM/IN/MICHAELKOENKA!
@MDKOENKA!
W W W . S T A R T T H E C O N V E R S A T I O N . I N F O !