How To Make Social Media Work For Your Organization
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How To Make Social Media Work For Your Organization
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How To Make Social Media Work For Your Organization
- 1. Social Media Marketing. How to make this ‘new’ communication work for your organization
- 2. “Only 12% of CEOs think their organization is effectively using social media.” - IBM CEO Survey Social Media Marketing
- 3. What is Social Media? Social Media Marketing
- 5. What does it mean to “do” social media? Social Media Marketing
- 6. Social Media Marketing Social Media Marketing is a combination of… • Community Management • Content Development • Strategy and Campaign Development • Advertising • Research and Analytics
- 7. What’s the point? Social Media Marketing What are the goals of social media marketing?
- 9. Social Media Marketing Awareness • Be considered • Create “buzz” • Can be hard to measure • Everyone claims they’re okay with this…. But then asks, “What’s the ROI”
- 10. Social Media Marketing Loyalty • Reaffirm a choice • Post-purchase, post-sign up • “Get people to subscribe to your thinking” • Long-term nature of social
- 11. Social Media Marketing Sales • What most businesses want • Easy to prove with E-commerce, harder with brick-and-mortar • Rely on coupons, promotions
- 12. Social Media Marketing Customer Service • Dedicated teams, dedicated accounts • Would you ignore a phone call? • Communication (and complaints) are evolving • Create a process
- 13. Social Media Marketing Insights • Social Listening, Social Monitoring, Trend Forecasting • Tools like Radian6, Sysomos, Sprout, etc. • … or Google Alerts • “The Pinterest Effect” • How many of you are selling pumpkin-flavored coffee this year?
- 14. The networks. Social Media Marketing Which ones should we use? What is the ‘next best thing’?
- 16. Consider your goals, audience and resources. Social Media Marketing
- 17. Facebook, Twitter, YouTube, Vine Instagram, Pinterest, 4sq, Swarm, Path, Snapchat, Yelp Social Media Marketing
- 18. The Basics: Facebook + Twitter Social Media Marketing
- 19. Social Media Marketing Facebook • Largest social network – in terms of users and businesses • 1 billion active users • Trending older • Other networks often follow it’s functionality (header images, advertising model, newsfeed algorithm)
- 20. Social Media Marketing Twitter • 200+ million users • Started as a text messaging service for bike delivery • 140 characters • It’s language paves the way
- 21. Social Media & Content Marketing
- 22. Social Media Marketing What kind of content works best on Facebook and Twitter? • Links out to websites – recent changes to FB’s algorithm support this • Photos still popular • Direct CTAs • Memes/Humor can go viral • Tagging partners, brands, other organizations
- 23. Social Media Marketing What kind of content works best on Facebook and Twitter? (cont.) • Videos auto-play on Facebook now • Twitter still dominates for live event coverage and breaking news
- 24. Social Media Marketing What else is FB and Twitter known for? • Facebook Insights rivals most paid services • ‘Trending’ topics is a great tool • Advertising options • Frequency - Facebook you can post less often; Twitter is more disposable
- 25. Social Media Marketing Visual Content Champs: Instagram, Snapchat + Pinterest
- 26. Social Media Marketing Instagram • Younger audience – “Most important” network • Expanded into video, Hyperlapse • Content often lifestyle, aspirational • “Link in profile” • Less viral nature • Hashtags rule
- 27. Social Media Marketing Snapchat • Younger, highly active users • The vanishing message has paved the way for other apps like Secret, Whisper • ‘Stories’ have made it ad-friendly • Requires a playful, friendly, humorous tone • Still requires a lot of cross promotion
- 28. Social Media Marketing Pinterest • Female, older… and wealthier • Visual bookmarking, ‘virtual cork board’ • Images link back to more content on a website • Food and drink is most popular category • Viral nature, more so than Instagram and Snapchat • Still plagued by legal issues
- 29. Press Play: YouTube, Vine Social Media Marketing
- 30. Social Media Marketing YouTube • 72 hours uploaded every minute • Being used more and more as a video player • Cross promotion • Channel trailers • CTA overlays, end slates • Connection with Google+ makes it a strong SEO player
- 31. Social Media Marketing Vine • New kid on the block • 6-second video format paved the way for Instagram video • Five vines tweeted every second (reliance on cross promotion?) • Younger demo (18-20, female) • Humor, creativity play well
- 32. Social Media Marketing Location, Location: Swarm, Foursquare, Yelp, NextDoor
- 33. Swarm • Formerly known as ‘Foursquare’ • Location-based check ins • Success requires adoption • Privacy concerns • Will push-notification offers live on Swarm (the check-in) or Foursquare (the discovery)? Social Media Marketing
- 34. Social Media Marketing Foursquare, Yelp • Reviews, Discovery • Opportunity for users to become ‘elites’ or ‘experts’ • Yelp benefits from community management • Lots of competition in the review world – TripAdvisor, forums, ‘word of mouse’ • Of note: In 2013, Foursquare was 60% Male
- 35. Social Media Marketing NextDoor • Hyperlocal, neighborhood-based • 1 in 4 U.S. neighborhoods • Verification process to join • Less narcissism, selfies • More like a forum • “Not for commercial use”
- 36. Can I Pay-To-Play? ! Social Media Marketing
- 37. Social Media Marketing Search Engine Marketing (SEM) vs. Social Advertising
- 38. Social Media Marketing What’s the difference? • SEM, also known as ‘PPC’ or pay-per-click • Google Adwords, Bing Ads • Ad served based on keywords searched • Success usually measured in clicks, CTR
- 39. Social Media Marketing What’s the difference? • Social Advertising is available on networks like Facebook, Twitter, Linkedin, Instagram, Pinterest… • Ads served based on interests, employment, etc. • Less like an ad, and more like content • Often higher cost, but targeting is more focused • What’s success? Click, like, RT, share….
- 40. Building the Foundation ! Social Media Marketing
- 41. Brand Voice Social Media Marketing
- 42. Brand Voice Social Media Marketing “People don’t buy what you do, they buy why you do it.”
- 43. Brand Attributes Social Media Marketing
- 44. Brand Attributes Social Media Marketing Describe the brand as if it were a person.
- 45. Audience Profiles Social Media Marketing
- 46. Audience Profiles Social Media Marketing Key pain points, challenges, messages that resonate.
- 47. Content Categories Social Media Marketing
- 48. Content Categories Social Media Marketing What would your Pinterest boards be?
- 49. Channel Guidelines Social Media Marketing
- 50. Channel Guidelines Social Media Marketing Frequency, tone, popular hashtags, best practices.
- 51. Content Calendars + Checklists Social Media Marketing
- 52. Content Calendars + Checklists Social Media Marketing Start with key events, deadlines and work from there.
- 53. Measurement + Analytics Social Media Marketing
- 54. Measurement + Analytics Social Media Marketing Answer the 5 W’s.