Social media playtime is over. Go beyond the buzz with social media marketing strategies designed to make any financial director smile. From social activation to hardcore ROI, Tracy Falke will deliver the social media best practices marketers are using to adapt to the biggest shift in communication since the advent of the printing press.
Topics covered:
1. The Basics - Nailing your Business Objectives & Target Audience
Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?
2. Content Strategy & Integration
What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.
3. Your toolbelt
What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.
4. What happens when things go wrong?
Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.
5. Measuring Success
Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.
Presented by: Tracy Falke, Director of Strategy: Content, Search, Social Media & Emerging Technology, Powershift Media Group
1. THE NO BS GUIDE TO SOCIAL MEDIA:Social Media Strategies and Best Practices for Marketers Tracy Falke Powershift Media Group Online Marketing Summit Internet World, May 2011
2. Agenda Introduction to social media Nailing your business objectives and target audience Content Strategy and Integration Your toolbelt: Managing & Monitoring your social media What happens when things go wrong? Measuring Success
19. Why business has been slow to SMM Unsure of what investment to make & how to measure ROI Lack of experience Lack of benchmarks Lack of staff Inability to specify infrastructure Inability to train staff No business process
21. 79% of Fortune 100 global companiesuse at least 1social media platform
22. 29% of Fortune 100 global companies use the 4 major social media platforms
23. 35% have a corporate blog 50%have a Youtube Channel 54%have a Facebook fan page 65%have a Twitter account
24. 82% update Twitter an avg of 27 times per week 68%upload and average of 10 videos per month 59%post an average of 3.6 Facebook updates per week 36%update their corporate blog an avg of 7 posts per month
26. Peer to peer recommendations online a key factor in 50% of purchase decisions: Online word-of-mouth recommendations are highly trusted by consumers (McKinsey, 2010)
29. Uplift through Social Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.
30. 25% of search results for the World’s Top 20 largest brands are links to user-generated content . (SES, ClickZ 2009) * Neilsen, June 2010
33. Considerations for SMM Social media marketing is very different for every business: Are you a large corporate or a small business? Are you selling your services or products? Is your offer local, regional, national or international? Are you selling to end consumers or to other businesses (B2C v B2B)?
34. WHAT KIND OF BUSINESS ARE YOU? Global, national, regional or single premise? Products or services? Marketing and communication team or one man band?
36. Social Media is big Social Media: The biggest shift in communication since the printing press
37. Social Media is big Social Media is the biggest shift in communication since the invention of the Gutenberg printing press From broadcasting your message
49. Nailing your Business Objectives and Target Audience Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?
50. The Brief Business Objectives Sell more products or services Cultivate influence and authority = more press inches Cut business overheads Optimise business efficiency Optimise marketing efforts
51. The Brief Digital Objectives Higher macro-conversions Purchase Registration Comments Social shares Higher micro-conversions Multiple category views Download brochure or pdf Increased dwell time
52. XXXBrand Business Objectives 1. Drive More Business2. Increase Reputation 3. Develop Relationships4. Increase Visibility
53. Digital Goals for Social Media 1. Drive traffic to the website 2. Drive better qualified leads3. Increasing conversions to “QUOTE REQUEST”& deal4. Greater awareness of the service offer 5. Amplified Public Relations Messages 6. Market Intelligence 7. Reputation Management opportunities8. Customer Service9. Recruitment
54. Additional Objectives in SMM Increased web equity Increased visibility for our product portfolio & services through search engines & social environments Increased effectiveness & higher cost efficiencies in our SEO & PPC marketing efforts Increased ranking & conversion for highly competitive search terms Increased brand profile Increased visibility in existing business audiences Establishing position as a thought leader in our industry Demand Generation Establish the need for your products or services in market Show the problem, provide the solution
55. Questions & Answers WHAT ARE YOUR BUSINESS OBJECTIVES? WHAT ARE YOUR DIGITAL OBJECTIVES?
57. AUDIENCE DISCOVERY WHO Who are your stakeholders? WHAT What are you trying to communicate or achieve? WHEN When is your target audience online and in the places you are trying to reach them? WHERE Which platforms best suit your audience, given the above? WHY How does this communication help to achieve my core business and digital objectives?
59. DECISION MAKERS THEY WANT: Competitiveness of your offer Evidence of your company’s industry prowess Benefits of doing business with your company Financial stability of your organisation Useful content ( link bait) such as calculators, videos, account tracking, related products Account details Account contact details Relevant case studies to their sector
60. JOURNALISTS THEY WANT: Up-to-date news New product news & information The fine print Company statements Key Contacts
61. Audience Discovery: SEO Research Keyword Research & Analysis Google searches Google Trends Google Insights Social platform specific search tools Twittergrader.com Klout FINDING THE TARGET AUDIENCE
64. Resources used by other brands 11 channels 35 Twitter accts 6 people 11 channels 6 people 9 channels 1400+ people 11 channels 6 YR old community, 1.7M users 35 people
65. Content Strategy & Integration What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.
66. Media Fragmentation Direct Mail Print & Press Brand Website Magazine Forums Blogs Trade sites Banners Email PPC/ SEO Affiliates
76. Specific SM groupsWHERE IS BEST? Planning content placement across selected channels CORE CONTENT CREATE Writing &/or re-purposing content to service goals & channels KEEP ENGAGED! Ongoing engagement across platforms
77. Customer behaviours in Social Close family & friends = Known Peer Influencers Independent bloggers = Key Influencers Corporate Bloggers = Key Influencers Contributors to Youtube, Flickr,etc = Social Influencers Anonymous peer reviews = Social Influencers
100. Resource recommendationsAgree on any changes or engagements Agree on any changes or engagements Agree on any changes or engagements Reporting: Monthly report on findings, recommendations and strategy Analyse data Reporting: Monthly report on findings, recommendations and strategy Reporting: Monthly report on findings, recommendations and strategy Report on findings, provide recommendations for engagement strategies
101. Compliant Content Suites 50 pre-written tweets per web article for scheduled daily release Eg: Asset Finance helps Cornish Bakery raise working capital 5 Facebook Updates (1 pw release) Eg: Business Finance to ease cashflow for Cornish Bakery 5 LinkedIn Group Updates (1 pw) Eg: Asset Financing to help Cornish Bakery’s business development 1 Adaptation per web article Video of Case study or Relationship Manager Diary per case Photos Uploaded with Search Term names
102. Collaborative & Compliant 2. 3. 1. 4. Content Suites Created from Compliant Copy Press Release created by PR agencies Content Released via Manual & Scheduled Methods Content Signed off for Release Release Content Suite Company Sign Off PR
104. Your Toolbelt What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.
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106. Auto-messaging around offers & possible customer service issuesPushing content across channels Using cross platform functionality to cut down effort of updating across social media platforms & environments Workflow of SM activity into business process Setting SM accounts up to auto-alert your business to engagement & send information to the correct business unit
114. Etiquette (Be Social) Automation at a rate of 80/20 Social Drivers & Tribes works best SOCIAL MEDIA MARKETING PRINCIPLES
115. DO connect to your "real-world" friends. DO integrate your existing contacts across platforms DO tie in all social properties to each other where possible DO update frequently DON'T become a Spammer DO unto others.... DON'T make assumptions about your own irresistibility DO keep your profile current DON'T confuse quantity for quality DON'T pass along questionable requests DO join relevant groups & participate DO disconnect from bad apples when you need to SOCIABILITY: The Basics
116. What happens when things go wrong? Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.
118. What’s a Crisis Management Plan? Establish “crisis scenarios” Develop a bank of content to combat these potential scenarios Establish a deployment & escalation model to push out this content Reputation management services Managing the search results page! 90% of users don’t look beyond the first results page in Google Make sure bad news gets shoved off the first page And is replaced with positive news What about when things go wrong?
124. Measuring Success Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.
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128. Digital Metrics Web Analytics Traffic increase to site Through natural search increased visibility Through Social Media properties Click Through Rates on content distributed through Social Networks Retention on Site Interactions on Site Macroconversions Examples - Download company brochure - Data capture – email request for more information Microconversions - Viewing multiple pages onsite - Unique vs returning user
129. Journey D New/Returning visitors from keyphrases to measure sticky content and access from keyphrase Which sources are generating traffic to landing pages Visits to RFQ page broken down by entry source Conversions broken down by entry source Number of hops to go from keyphrase through categories to visit RQF Percentage of visits that resulted in accurate keyphrase to category journey 1. New/returning visitors 2. Entry source for all traffic (pie chart) 3. Entry Source to page 5. No of hops to goal funnel 6. Keyphrase to relevant category as percentage of accurate association 4. Entry Source by completed goals
130. Social Metrics Quantitative Metrics Fans, Followers, Likes of FB page, etc Qualitative Metrics Engagement Metrics Clicks on content Re-tweets Shares Likes of content Comments on content Social Bookmarking Influencer Metrics % of following comprised of market influencers Engagement with Influencers @replies Conversations in social Conversation outside of social media Increase reach via Influencer Engagement # of Influencer followers if Influencer engages with content RT’s Comments Likes Shares Social Bookmarking Blog commentary
132. Business Metrics Increased enquiries from Investors Increased share of voice in search engines Increased data capture Decreased overheads (customer service teams, human resource) Decreased SEM spend
133. WHAT ARE YOUR CHALLENGES? What kind of analytics do you use? What type of measurements do you make? How successful have you been so far?
Notes de l'éditeur
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning & creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)
Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens. If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google). Lufthansa, though responding in social, are not utilising their social properties effectively & thus, they cannot control these results. I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
Incorporate business objectives & KPIs including: SEO strategyMarcomms Strategy Online & Offline PR activities Corporate events
Successful marketing in any channel depends on knowing the platform. Given Twitter’s stripped down functionality, it’s even more important to make sure your users get the right experience.One of the most common automation mistakes I see is autofollow direct messaging.My inbox is crammed full of these sorts of messages, some with more personal messages than others. They’re not full of insight and generally, if they do contain a link, it’s self promotional content which I wasn’t interested in.Given that you can’t block delete these messages, I’ll just have to suffer on with an inbox full of ‘thanks for the follow, I’m excited to share my life’s passion with you’ messages. In the real world, this sort of behaviour would be considered poor social etiquette and online, in a society that’s poor on time (which let’s face it, is why Twitter became so popular in the first place), this is poor form.I generally tend to unfollow the more extreme examples of this.Social media, and Twitter specifically, isn’t about ‘no limit’s marketing, but more about knowing the limits of the platform. Add thank you for following!
This next example is another illustration of poor automation.Clearly, this user isn’t capable of typing or even re-tweeting this fast, and he’s literally dumping loads of content across my twitter stream. To what use? There may be lots of valuable content here, but if it comes in this sort of volume, this quickly, I lose interest. It’s sort of like when you hear about an ‘Awesome, award-winning film’ about 1000 times before you finally decide to just wait to see it on DVD. What’s worse, is that these automators are squandering valuable content with no thought for the available audience.It seems that these self-professed social media marketing gurus missed the lesson on audience segmentation. At the very least, your automation model should take the basics into consideration:Location – so tweeting good content across the time zones to make sure global users have accessInterest – using keywords & topics that generate the most interest And they’ve missed an important social rule: being polite. I liken this sort of dumping to a loud drunk guy in the bar that no one listens to, even if he’s a genius. Too much volume in too short of a space of time is a big automation no no.