During my internship with Graham Oleson, I was tasked with coming up with a social media plan. Here is a snapshot of the presentation I came up with, including best practices, tools research, and recommendations.
Cole EricsonMarketing Operations at Cherwell Software à Cherwell Software
3. S ells your story
ustomers are talking, asking and looking
nvitation into customer’s social circle
ll about loyalty and retention
ook authentic and trustworthy
“ In a world where 80% of consumers
Google a product or service before
purchasing it, invisibility is a fate much
worse than failure. ”
- Matthew Capala
Social media takes digital marketing past visibility to
make a brand real, authentic and cool.
4. Top 8 Social Media Benefits SEEN BY Marketers
Facebook, LinkedIn, Twitter and YouTube are the most important platforms.
Developed loyal fans
Gained marketplace intelligence
Improved search rankings
Grown business partnerships
Established thought leadership
Blogging, visual assets and videos are the most important content. Social Media Examiner, 2015 Social Media Marketing Report
5. Social media will
always be a trailing
indictor of purchase,
never a leading
indictor of purchase.
84% of Facebook fans are current or
6. 79% of consumers trust online reviews as much as personal recommendations
90% of consumers trust recommendations from friends
of people read and believe online reviews before purchasing
say they are ‘more likely’ to buy a specific model or brand
if they find positive comments on social media
(Only 25% of Americans trust advertisements)
7. Quick Overview
skews towards a college aged demographic
used by all ages and is typically combined
with a least one other network.
is the only platform whose users
are mostly middle aged
preferred by teens
has the youngest users
is dominated by men
reaches more young adults
than any cable TV network
is dominated by women
10. Problem#1: We LookAt Social As A one Man Job.
“ There was a time long ago when dinosaurs
ruled the earth and organizations considered
it acceptable to have one person who ‘got’
social media on staff. ”
- Andrew Hanelly, McMURRY/TMG
Andrea Hanelly, July 11, 2014. “Death of the Social Media Guy.” McMURRY/TMG.
Social media is a team effort,
not a solo act.
1) Social should be considered as an extension to
any other campaign. Don’t bolt social media on as
an afterthought. Incorporate it into the DNA of your
2) Social should be treated like a tool and not like a
checklist. Organizations are missing the potential
impact social can have when leveraged by the
11. Problem#2: SocialMedia isnoLonger Free.
Open your wallet. Social media is no longer called unpaid media.
Fact: You will have to spend money to see results.
organic reach on Facebook for
tweets will soon be
ads on Twitter
“ Social media marketing is now advertising. It’s largely a media planning and buying exercise –
emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s
the opposite of connecting or listening – it’s once again broadcasting. ” – AdAge
1 In 20
12. Problem#3:WE are missing the Advertising Potential.
Can you reach customers who aren’t Facebook fans?
Custom Audiences targets users using an email list, IP list or
Can I reach an audience based on their offline activities?
Partner Categories can target an audience based on information
people do off Facebook. Data providers can help target
customers based on model of car and/or year purchased.
Can you find new potential customers?
Lookalike Audiences targets users based on zip codes or Facebook
likes such as “Ford” or “Trucks” or competitor brands.
Facebook has powerful targeting tools.
Q. Average Americans
spend 40 minutes
a day on Facebook.
86% of Americans
13. Overview of Facebook Ads
Type of Ad Use Visibility
App Ad Directs users back to Facebook application Right-hand Side
Domain Ad Directs users off-site for conversions Right-hand side
Event Ad Directs user to Facebook events All placements
Mobile App Ad Directs user to Apple App Store or Google Play News feed on mobile
Page Like Ad
Directs user to Facebook pages or users can like the brand
directly from the ad
Page Post Ad
Promotes posts in order to increase their reach or
direct user back to website
Offer Ad Promote an offer redeemable in a physical store or online All placements
Interactions from friends such as a page or post likes, attending
an event, etc. are shown in the News Feed
Retargets website visitors to recapture and convert lost customers All placements
14. Problem#4: Dealers Are not Convinced
They aren’t alone.
42% of marketers feel like their
Facebook efforts aren’t working.
“It’s like the old days: You need
to be in the Yellow Pages. But is it
going to meaningfully drive your
business? Probably not.”
– Chris Lou, FiveStars
Large companies have learned to stand out with lots of hand-
holding from social networks, but most local business are left
on their own and remain stumped by social marketing.
Dealers are very reactionary. If they can’t see results, they
18. Content Overload
20 million emails
were written in the
time it took to read
Each day we receive 285 pieces of content, including 54,000
words and 443 minutes of video.
Each minute there are 1,000 tweets, more than 500 containing
Each second 58 photos are added to Instagram.
Americans spend 60 hours a week consuming content online.
Vs. Americans spending 34 hours a week watching TV.
19. Show the people behind the logo?
Humanize the brand?
Talk at them or talk with them?
Push a message or tell a story?
Make people appreciative?
Solve customers’ problems?
Look visually appealing?
Seem relevant, useful or valuable?
Is my Content creating atribe?
a group ofpeople connectedto one
another and connected to an idea.
20. Emotion. When we care, we share.
Social Proof. We’ll share what makes us look smart, cool and saavy.
Practical Value. If your content is useful, people will spread the word.
Stories. The undercurrent of contagious content.
Trending topics. Enhanced with your brand’s perspectives.
Humor. Of course.
Shock. Be bold and add drama. People expect this now.
21. Kept It simple, selfless& A
2.4 million video uploads to
Wikipedia page soared from 163K
to 2.9M in August
2014 Total Donations: $100M
2013 Total Donations: $2.7M
#SHAREACOKEALS: Ice Bucketchallenge MINI: NOTNormal
Gave consumers famE & Let
them share an experience.
Young adult consumption up 7%,
most successful summer ever.
Traffic on Coke Facebook site
increased by 870% and the
Facebook page grew 39%.
Sales rose 2.5% during the
campaign, first time in a decade.
Content That Worked
Focused on the fandom & kept it
In 6 weeks, 230,000 people engaged
via social media
29,420 new fans and followers were
recruited, Twitter following tripled
3,853 visitors to the campaign hub,
11% became qualified dealership
22. PUt it Into Practice
Set your goals. Have a strategy.
Decide how to measure success.
Start with one social media outlet.
Engage with influencers in your industry.
Respond to everyone reaching out.
23. Best Practices
Repost positive reviews
Post at least three to five times per week
Enhance rewards for Facebook check-ins
Ask members of your organization to follow the page
Don’t post the same things to Facebook as Twitter
Half-life of A Post: 90 minutes
24. Best Practices
Craft a strategic @username and bio
Understand why people follow you.
What can’t they hear on Facebook?
Tweet daily or multiple times per day if possible
Respond and follow back with some immediacy.
Use Direct Messages for specific questions.
Keep your posts to 100 characters with link in
Half-life of a tweet: 18 minutes
25. BestPractices: Other KeySites
1. Use descriptive keywords
2. Choose appealing thumbnails
3. Create unique first and last frames
4. Keep videos under two minutes long
1. Post only your best shot, not every shot
2. Tag locations and use hashtags
3. Know how to delete your comments to retype them
1. Have a complete profile
2. Take advantage of search
26. Account Team,
plans out annual
month the team
meets to make
details and set
two weeks in
sends to AE for
been made or
for Account Team
Creator to see how
for month ahead.
28. Reputation Matters
Of survey respondents will
use a local business if it has
a 4-star rating
72% of consumers will
use a local business if it has
a 3 star rating.
Say they read up to TEN
reviews before they feel they
can trust a business.
Dealerships are listed
where “reputation” matters most
(behind doctors, restaurants, and
Word of Mouth is the #1
with Facebook #2.
29. BestPractices: ORM
Register your dealership
Respond to every negative review quickly
1. Reach out to them privately.
2. Listen to their concerns with the goal of
understanding and sympathizing, not disputing.
3. Apologize and assure to try to resolve the issue.
4. Do not ask customers to go back and delete or edit
5. Post a follow-up response to the original review.
30. BestPractices: ORM
Respond to only one in every seven positive reviews.
Have a business culture that influences great reviews.
• Yelp reviewers need a track record
• Asking someone to write a review at the dealership
• Email customer survey before they vent on third party
Use all reviews as feedback to make better business
32. On Facebook, desktop ads have a 8.1X higher CTR and mobile ads have a 9.1X higher CTR than normal web ads.
71% of agencies run social ads with online advertising.
Marketers Are increasingly viewing and using paid social mediaas an integrated
tool, Primarily for Branding.
PAid Social Is Digital Advertising
0.07% 0.07% 0.07%
APR-14 MAY-14 JUN-14
Display CTR Comparison
Marketers who retarget on FB + Web
Marketers who only retarget on Web
APR-14 MAY-14 JUN-14
Facebook CTR Comparison
Marketers who retarget on FB + Web
Marketers who only retarget on FB
33. Banner Ads Get Blocked
On average, 9.26% of impressions were
found to be ad-blocked, with some sites
The more tech savvy, the higher rate of ad
PageFair says that 22.7% of web surfers are
35% of Firefox users block ads
30% of Chrome users block ads
<1% of Explorer users block ads
Facebook News Feed ads are safe.
34. Best practices
Define campaign’s primary advertising objective before
Focus on narrowly segmented audiences.
Promote content that has gained some engagement
Rotate ads every 3 to 5 days to keep content fresh and
engaging to keep high CTR.
Send out several “test” ads to small audiences, tracking
the results, and then pushing winning ads to larger
groups. It’s cheaper and more effective.
Your promoted postsshould
amplify as part of your larger
marketing strategy. -AdAge