A Brief overview of Social Media Trends and Strategy

1. DESIGN MARKETING TECHNOLOGY
Social Media
Trends and Tips

2. About

3. The Evolution of Marketing Channels
Courtesy of Exact Target

4. Pillars of Success

5. Elements of Digital Marketing
Search Marketing – “Sugar Free Gifts”
PPC
SEO

6. Elements ofof Digital Marketing
Elements Digital Marketing
Paid Placement

7. Elements ofof Digital Marketing
Elements Digital Marketing
Email Marketing

8. Elements of Digital Marketing
• SMS text message marketing
Mobile Marketing
• Mobile website strategy
• Mobile friendly design
• Mobile platform

9. Social Media Marketing

10. Social Media Marketing

11. Social Media Marketing

12. Revolutionary Marketing
Advertising Social Media
•Push •Permission
•Announce •Conversation
•Authoritative •Opinion
•Convince •Sharing
•Control the Brand •Evolve the Brand
•Sell •Incentive
•Invasive •Invitational
•Directive •Grass Roots

13. The “buckets” of Social Marketing
Social Networking Sites
Blogging
Micro Blogging

14. Social Networking Sites

15. Social Network Sites
• Launched in 2004 from dorm room at
Harvard
• Demographic stats
– Lifestyle networking
– Most college students use it (85% market share!)
– Young adults (largest segment 18 to 25)
– Fastest growing networking site for 30 + age groups
• Activity
– 50% of active users return daily
– Users spend an average of 20 minutes per day on site
– Users connected to your company are called FANS
– Users connected to you are called Friends

16. Social Networking Sites

17. Social Network Sites
• Launched in 2003
• Demographic target:
– Professional network (versus lifestyle network)
– 80% college grad or post college grad
– Tends to be “older” audience – average age is 41
– 65% male
– Decision making authority within company
• Activity:
– Average connections ranges from 500+ (networking guru)
to 50 (just looking around)
– Users networked with you are called Connections
– Use professional network to ask and answer questions
Source: Slideshare Erickschonfeld, socialmediastatistics.com

18. Social Network Sites

19. Blogging
• The single most effective Web 2.0 strategy
• Blogging is easy and budget friendly to get started
• You can contribute to other blogs or start your own
• Blogs can be private, internal means of
communication
– Project teams
– Management teams
– Communicate & get feedback from staff
• Or blogs can be public
Blogger WordPress

20. Blogging

21. Blogging
• Twitter = micro-blogging
• Twitter allows for very short messages
• Messages have 140 character max
• Twitter is easy to write, easy to read
• Organizations and people stay
connected via these quick burst of
communications called “Tweets”
• Followers & following

22. North Carolina on Twitter
Blogging

23. YouTube
• Second largest search engine
• Over 800 million unique users visit YouTube
each month
• Over 4 billion hours of video are watched
each month on YouTube
• 72 hours of video are uploaded to YouTube
every minute
• More than 20% of global YouTube views come
from mobile devices
• 3 hours of video is uploaded per minute to
YouTube from mobile devices

24. Impact of Social Media

25. Impact of Social Media
• Social Media is growing very fast in
small, mid and large size firms
• Every company should have it as part of
their marketing strategy (even if just a small
part)
• Social media strategies provide better
results than other web marketing strategies
you may already be using (especially SEO)

26. Strategy is Success!

27. Strategy & Success

28. Marketing Strategy & Success
• You Have a Plan for Your Marketing, right?
• Basics of Marketing (Social needs to know)
– Who are you? Are you Goofy or Mickey Mouse?
– What are you offering? (Differentiators) What ONE
thing?
– Who are „they” - Who needs/wants your stuff and
what are their points of pain? What do you want
them to know? What are their wants, needs and
challenges?
• So – based on the above, what does your
brand/voice need to be? (Social Content
Strategy)
• Determine how Social Media Marketing can
align with your business goals

29. Going Social
• Before Your Start Looking at Online Platforms
– Look at Online People
• Where is your target audience online?
– Where are they on Social? How do they like to
relate/communicate?
– How much do they already know about you?
– What do they want from you?
– What do you want them to know?
• Once you know this – then the Challenge is
to create a schedule and generate content.

30. Strategy & Success
• Where are people online?

31. Step 1: Tools to Listen
• Tools to help you listen:
Many of these are “free”…
– Google
» Alerts
» Blogsearch
– Technorati
– TweetScan
– SocialMention

32. Wrapping up Listening
• “Listen” lots of ways to on the internet
• Don’t get carried away. Pick a few at first
and keep it manageable.
• Use what you “hear” to help you develop
your content strategy.

33. Strategy & Success
• NOW the challenge is to create a schedule and
generate content.
• Social media is a tool, not a goal. Develop a
content strategy to create engagement, build trust
and move people to action.
• What is content?
• What does your audience want to hear? (As you
think through the buying cycle identify problems or
concerns and write content that addresses your
audiences needs.)
• What action do you want your content to trigger?
• Repurpose content.

34. Strategy & Success
• Example: Gate City Rotary Club
– Marketing Objective #1: Generate
ticket sales. Create buzz surrounding
the August 10th event and generate
interest among primary target
audience resulting in more than 5,000
total concert tickets sold.
Connect and join the conversation.
Follow @peterframpton and
@gibsonguitar Like the Peter
Frampton, Gibson Guitar, Gibson
Custom Shop Traveling Exhibit
Facebook pages…

35. Strategy & Success
• Example: Gate City Rotary Club
• Countdown to the concert.
– Post weekly and then a daily countdown to the
concert to serve as a reminder for fans to
purchase tickets now if they haven‟t already.
• Give fans something to talk about.
– Ask fans to post when they have purchased their
tickets and surprise the first 5 or so with a video
from Peter Frampton thanking them each by
name and saying he looks forward to performing
for them in a few weeks. This will get them talking
and generate some buzz.
• Take them back in time.
– Post photos and videos of Frampton in his early
days to remind people of his top hits and
remember when they were younger.

36. The Schedule

37. Strategy & Success
• Measure and Adjust!
– In order to effectively measure social media
efforts, a combination of the following should be
used.
• Volume of mentions of your event
• Volume of visits to your website
• Volume of visits from specific social media
sites
• Number of new social media sites that
mention your brand
• Number of new fans and followers
• Ticket Sales…

38. DESIGN MARKETING TECHNOLOGY
Questions

39. Stay In Touch
Twitter.com/WilliamsKim
linkedin.com/in/kimevanswilliams