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NewGround ULI Social Media Presentation
- 1. ULI Committee Meeting New York Jamie Latta-Corson VP Content Marketing & Social Media Robert O’Shaughnessy President of Digital Marketing NewGroundCo.com
- 2. How To Use Social Media to Get Measurable Results • Facebook has 1.4 billion members • LinkedIn 300 million • Twitter 255 Million • Instagram 200 million • Pinterest drives more referral traffic than Twitter, LinkedIn & Reddit COMBINED! • Google+ is an SEO goldmine combining social, site and search • 69% of large companies are increasing staffing for social marketing • 68% of companies are growing their social marketing budget • Over 400 billion post and growing everyday day
- 4. Let’s Break It Down
- 5. Content marketing is about owning, not renting your media. In order to change or enhance customer behavior you must create and curate content that is valuable, compelling and consistent.
- 6. This is NOT new.
- 7. Content Marketing is WIIFT Marketing: What’s in it for THEM?
- 11. Be Visual
- 12. Be Consistent
- 13. Be Dedicated
- 14. Embrace the Dark Side of Social Media Social media is the single largest source of unsolicited consumer opinion.
- 15. Measuring Sentiment - use attached images
- 17. Be Focused
- 18. Be Experimental
- 19. Have a plan that creates extraordinary content designed for your audience to achieve your objectives.
- 20. Influencers vs. Brand Advocates
- 22. Brand Advocates Drive Business Results
- 23. Employees are Your Best Possible Social Advocates
- 24. Your employees are the human conduits to your brand
- 25. The Human Trust Element
- 26. The Human Amplification Engine
- 27. DOES IT WORK? We’ve Covered a Lot: • HOW to create content that increases brand awareness and attracts influencers? • Be Visual • Be Consistent • Be Dedicated • Be Focused • Be Experimental • And…Know objectives, make plan to achieve them
- 28. How do we know if it works?
- 29. Here’s Why I Like Social Media: • Increase revenue • Facilitate Customer Service & Engagement • Boost Public Relations • Referral marketing (brand ambassadors sharing your content) • Reputation – Positive? Neutral? Negative? • Optimization – What messages resonate? (We’re going to talk about all these things. And also: scary clowns!)
- 30. Everybody is trying to track ROI
- 31. But ROI can mean different things… • Engagement (loyalty) • Awareness (brand visibility) • Traffic & Leads • Resonance of content
- 32. Focus on value creation, not revenue extraction Listening – What are people saying about our brand • Positive • Neutral • Negative • Volume and frequency of commentary
- 33. Check out Adobe Social – Easy content posting, tracking, reporting Listening – What are people saying about our brand
- 34. Engage – Amplify the Positive…
- 35. Engage – and seize chances to show good customer service …
- 36. Important Metrics Engagement – Setting Goals • Visibility • Loyalty • Customer Satisfaction • Traffic & Leads & Sales • Quality of Content
- 37. When you can’t afford Enterprise Level Software…
- 39. Let’s say I want to know more about Scary Clowns (who wouldn’t?)
- 40. Robert Slide Every single post, be it an ad or “organic” content, must have tracking parameters added to the post so you can look and see which posts resonate, and which are ignored
- 41. (And Facebook “Insights” lets you see data about posts and all content – and every social outlet has variations on these reports)
- 42. Google Analytics: Tracking URLs Keep this URL https://support.google.com/analytics/answer/1033867?hl=en
- 43. Google Analytics: Tracking URLs
- 44. Google Analytics: Setting & Measuring Goals
- 45. Google Analytics: Setting & Measuring Goals
- 46. Google Analytics: Setting & Measuring Goals
- 47. Google Analytics: Setting & Measuring Goals
- 48. Google Analytics: Setting & Measuring Goals
- 49. Math Says: Get Followers… # Fans/Followers Estimated Reach of a Status Update (16%) # of Anticipated Click- Through (1% CTR) 1,000 160 1.6 10,000 1,600 16 100,000 16,000 160 1,000 160,000 1,600 Create Good Content, Share Wisely, Get Results * This amazing chart is based on research conducted by Hootsuite
- 50. Math Says: Get Followers…Drive them to a Landing Page
- 51. Math Says: Get Followers…Drive them to a Landing Page… And Get Conversions # Fans/Followers Estimated Reach of a Status Update (16%) # of Anticipated Click- Through (1% CTR) 1,000 1.6 0.064 10,000 16 0.64 100,000 160 6.4 1,000 1,600 64 Create Good Content, Share Wisely, Get Results * This amazing chart is based on research conducted by Hootsuite
- 52. It’s not that scary (We just wanted one more excuse to use this picture)
- 53. Does it Work?
Notes de l'éditeur
- By now you know you should use it – How to use Social Media to get Measurable Results and make it work for you. NOTES TO KEEP BELOW for Talking Points: With almost 1.4 billion members, Facebook has as many users than China has people. There are more people are on Facebook today then were on the Internet in 2004 , and that’s just Facebook. It’s no longer of question of ‘if’ or ‘why’, it’s a question of how to make it work for you. Hopefully today we can help make this a little less daunting.
- You have to understand the shift in PR and Marketing. It’s about Converged or New Media which is the crossroads of Paid Media, Earned Media and Owned media. Paid Media: Traditional ads, Sponsored Content, Promoted branded Content Owned Media: Websites, microsites and blogs Earned Media: Press Coverage and Organic buzz These three can no longer work separately from each other. Need a Unified Message Even though PR has the natural storyteller, traditional media professionals have to become storytellers as well to reach their audience to build trust and create touch points In other words, all media is social media.
- How do I even get started? You have to have a strategy Content Strategy: This includes all of your massaging from press releases to ads, videos & images, articles, blogs and more. This all has to have meaning and be carefully constructed to represent your brand voice. Lots of buss about Social Influencers and Brand Advocates - to attract either you have to start with having good content. Social Advertising: Convert your likes into leads. Employee Social Strategy - Your employees are your best brand ambassadors and must be part of the strategy. Measuring Results: Have a method for measuring results and determine what is working for you.
- Start with Content Marketing - what is it. Everyone is in publishing.
- This is NOT NEW John Deere created the Furrows Magazine to educate farmers on new technology Soap Operas were created to sell – well soap. GI Jo Comics was a partnership with Marvel and Hasbro to sell comic books. Lego has a whole line of movies, tv shows and DVD’s that are created to sell Legos. Talking Points: This is not new: Brands have been telling stories to attract and retain customers for hundreds of years. The difference today is that the barriers to entry no longer exist for brands to get into the publishing arena. Everyone is a publisher. All about providing value to your audience. How do you do that. Graphic designers, videographers and writers are all creating in things you can control and own. (where your agency comes in) YOU OWN YOUR CONTENT.
- WIIFT (What’s in it for them). Are you making them smarter, being helpful, entertaining them? This takes a lot of the pressure off. Useful is the new Viral.
- Which is a simple formula to use when creating content. Know your audience. Know who and where they are. Know what they want, need, desire and aspire to be. What are your business objectives and how can you serve your customers with content that matches their needs wants hopes dreams? This is the content that matches both. Examples: Videos, photos, webinars, E-Books, Infograghics, Articles, Blog Posts, Tips and more (maybe this needs to be a graphic) - AGAIN – Useful is the new viral. If you want to get liked and shared y you have to tailor your content to your consumers. Talk about MBK and the Sea House videos.
- Talking Points If you have a good Mission Statement – your content strategy will be clear. I promise. It will practically define your content strategy. Everybody is in business with people and for people – you just have to figure out how to make this clear in all of your messaging.
- It’s easier than you think. For Example: take KB Homes Mission statement on their About Us Page We want to build you the home you've always dreamed of. The home that's been coming together in your imagination for years. THINK OF THE CONTENT YOU CAN BUILD AROUND YOUR MISSION STATEMENT WHICH IS BUILT ON SERVING YOUR CUSTOMERS. Tips for building good content.
- There’s a lot of competition out there. Need to stand out. 90% of all information is now visual because it has to be Viewers spend 100% more time on pages with engaging videos Up to a 94% higher engagement rate Visuals are processed by the brain 60,000 faster than text
- Be Consistent Be consistent in your branding Consistent in your messaging In your posting
- Be Dedicated to Your Customers Always be providing value. Have a designated team to respond Understand what networks they are using and choose the ones that work for you Consider having a customer relations handle – especially on Twitter (call lines are for suckers)
- Think of it as an unpaid focus group. Puts a magnifying glass on data and public opinion Even if you don’t want to see it- you need to see it and make changes according to your customers needs. YOU ARE THERE TO SERVE.
- Use Sentiment analytics – We use Sysomos by Marketwire to measure sentiment What people are saying about you both positive and negative and how they actually feel about you. Social and an early indicator of adoption. Talk about Smog Eating Tile – So Complicated that is was unbelievable – got this information by measuring sentiment – created a simple graphic.
- Smog Eating Tile From complicated to simple because the sentiment was that it was too complicated to be real. This is also a great point for visual marketing. After we nailed down how consumers wanted to be hear about this – we were able to get Boral Roofing Smog Eating Tile on CNN and eventually winning a popular mechanics award.
- Have priorities and focus on them. Know the demographic Have objectives and goals for driving traffic, creating brand awareness Use competitive analysis - what are your competitors doing and how can you do it better. Use analytics to adjust strategy – Use web analytics and trackable links to see what posts are converting to traffic, leads and sales.
- Be Experimental Social changes consistently. Have a team that stays on top of the trends and is willing to experiment with what works
- We build the plan and strategy, create a content calendar that is consistent with the editorial calendar, create new content around objectives and audience, hone the visual voice, train staff (it takes a village) build the social advertising strategy, boost posts, boost tweets, amplify blogs and content on the website, build influencer relationships, pitch articles and so one. We create an integrated traditional, digital, content and social strategy that works together as well as train employees on how to be an part of the social voice to create an employee network of social influencers.
- If you have the right objectives, a good mission and know your audience – you should have no problem creating content that attracts the brass ring – social influencers and brand advocates . Let’s talk about the two first.
- Talking Points: Influencers are basically post-modern celebrity endorsement. They might have an impact on awareness initially, but unless they are relevant to your brand or product – they are likely to have no real long term lasting effect. Having a lot of twitter followers doesn’t make someone the best influencer for your brand. How much will Lady Gaga or help your brand?
- An expert in their field, a popular blogger, journalist or anyone with a large and dedicated social following that is relevant to your brand. Advocates drive engagement for your brand and promote and defend your brand on a long-term basis. Their recommendations are trusted and drive business results. Example is Latitude 33. Entire program was about adding value: Heal the Bay event. Showcasing local artists – comeback of the community. Carson Daly actuallly offered to do a PSA at our community and council Rosenthal talked on camera about how Latitude 33 was helping the community. VS hiring Carter Oosterhoue more of a social influencer. – was still great. Had some exposure. Not the same authenticity.
- Biggest Brand Advocates are Your Employees How many people take the backdoor? Again, call centers are for suckers - everybody has to be involved in social media bc everyone is now in customer service and the lines have been blurred. Employees will looked at as experts and will be trusted more than your brand Organizational social media literacy is fast becoming a source of competitive advantage If you have a problem getting your employees on board then you don’t have a social problem, you might have a culture problem.
- Why is it so important? Think about it – are brands your favorite part of social media – this is one of the only forms of marketing where personal and social collide and employees are you conduit to making it personal (what you do as a team, kids, pets, milestones). Brands are just interlopers in this space. Brands are tolerated bc they keep it free for everybody else….your social success will depend on your employees and people and not so much on your branded efforts Cut through the clutter: Facebook for example has a HUGE amount of content – you are due 1500 pieces of content when you log in – why have to promote to be heard. Over the last year – Facebook stock has increased over 150% BC THEY know you will pay for this. Your employees are free way to fight this algorithm by making it about people not logos.
- 92% of people trust information they get from friends while only 47% trust information they get from brands – employees are the most trusted source for your company 97% of Millenials says that there friends are their most trusted resource of information 98% of Millennials are more likely to engage with a friend’s social media post than with a brand’s social media post– so if you’re trying to break thru to this market – this is your path. I 41% of people believe employees are more trustworthy than a company’s CEO or PR department 22% are on LinkedIn – Encourage employees to be on and active on LinkedIn and connected to your company page. Train on how to use relevant groups. Encourage employees to be active in groups that are relevant to your brand. Train your sales staff on using LinkedIn to find prospects. Feature employees on your company page. Show off your culture and attract the best.
- Find the power in your people - Do the math 71% of online American adults are on Facebook 22 % are on LinkedIn 18% of online American adults are on Twitter Average Facebook user has 338 friends Average Twitter user has 208 followers Average LinkedIn user has between 250 connections If you don’t have an employee social media policy – you need one.
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