Brian Rudolph UPCEA Part 1: Social Media Strategy

What
Can
Higher
Education
Learn
From
Commercial
Marketing?
!
(Social
Media
Marketing
is
more
than
just
Facebook.)
!
Part
1:
Elements
of
a
Social
Media
Strategy
!
www.linkedin.com/in/brianrudolph/ @brianrudolph

!

Social Media
What
is
it?
Why
is
it
important?
!

Technology and platforms that enable the digital exchange of ideas, information,
and conversations.
!
Social
Media
Social
Marketing
Leveraging social media to connect with an audience, build relationships, and
drive business objectives.

Paid: Digital advertising, banners, adwords, overlays
!
Owned: Created assets, custom content
!
Earned: Brand-related conversations and user-generated
content
!
Promoted: in-stream or social paid promotions vehicles
(e.g. Twitter’s Promoted products and Facebook’s
Sponsored Stories)
!
Shared: Open platforms or communities where customers
co-create and collaborate with brands. (e.g. Dell’s IdeaStorm
and Starbuck’s MyStarbucksIdea.)
!

1.28
Billion
monthly
active
users
540
Million
monthly
active
users
255
Million
monthly
active
users
200
Million
monthly
active
users
187
Million
monthly
active
users
30
Million
monthly
active
users
30
Million
monthly
active
users
40
Million
monthly
active
users*
40
Million
monthly
active
users
!

75% of the engagement on a Facebook
post happens in the first 5 hours.
500 million Tweets are sent per day
20 Billion+ photos has been shared
on Instagram to date
There are over 39 million students &
recent college graduates on LinkedIn
Number
of
Snapchat
snaps
per
day
is
400
Million
Weekends
are
the
most
popular
time
for
Vine
sharing
!

Social Media Strategy
!

Crafting Your Social Media Marketing Strategy
• The Planning Cycle
• Setting Objectives, Goals &
Strategies
• Defining, Finding and Engaging Your
Audience
!

Social Media Marketing Planning Cycle
• Listening to what people are saying!
• Setting goals by pinpointing the location, behavior, tastes,
and needs of the target audience!
• Defining strategies must be done on a case-by-case basis!
• Identifying the target audience (market)!
• Selecting tools where the target audience resides!
• Implementing through well-defined tactics!
• Monitoring social media marketing initiatives!
• Tuning and improving the elements of the plan
!

Listen and Observe
The first step in the Social Media Marketing Planning
Cycle is to listen to what people are saying about your
company
•Listen to conversations about your brand or company
•Listen to what people say about your competitors
•Listen to what people say about your industry or
category
•Listen for the tone of the community
•Listen to different social media channels
!

Dell Reinvents Itself
• “Dell Lies, Dell Sucks.” the beginning of “Dell Hell.” In
response to a poor Dell customer service experience, a
blogger who gained a following, challenged Dell to “read
blogs, write blogs, ask customers for guidance, and join
the conversation.”!
!
• And Dell did. By training its employees in how to listen and
engage consumers on the social web. As a result, the
company now has a strong relationship with the social
media world, and has fostered a great deal of goodwill
among its customer base.
!

The end goal is not just to become a
better social communicator but to
conduct business more productively,
evolving from a twentieth-century
enterprise into a twenty-first-century
“Social Enterprise.”
Dell Reinvents Itself
!

Sentiment Analysis
• Strength: The likelihood the brand is being
talked about on the social web
• Sentiment: The ratio of generally positive to
generally negative comments on the social web
• Passion: The likelihood that people who talk
about the brand online will do so repeatedly
• Reach/Influence: The number of unique
individuals talking about the brand divided by
the number of mentions
Social Mention is “real time” so check it regularly to get an
“average” of the sentiment analysis numbers.
Listen and Measure
!

Tools of the Trade
Measures the impact and
implications of social media
discussions. A good way to find
your most influential followers
Monitor over one hundred social
media sites. Analyzes data in
more depth and measures
influence with : Strength,
Sentiment, Passion and Reach.
!
One of the most controversial
social media tools around. Love it
or hate it. It measures influence
through engagement on Twitter
and it’s a good way to keep an eye
on what people think about your
brand and see what influences
them most.
■Google Analytics
■ Twitter Showdown
■Edgerankchecker
■ Social Bakers
■ Facebook Insights
■ TalkWalker
■ Social.co
■ Simply Measured
■ Bottlenose
■ Brandwatch
■ Social Searcher
■ Twtrlnd
■ Socialmention
■UberVU
(owned by Hootsuite)
■ BrandWatch
■ Sumall
■ BuzzSumo
■NetVibes
■ Topsy
■Cyfe
■ Synthesio
■All My Plus
http://bit.ly/brians-‐bag-‐o-‐tricks ■ Swix

Visit Platforms and Investigate
• Go one-by-one to each platform and look at your
company as well as competitors
• Get Analytical and capture numbers: how many posts,
followers, comments (Use public tools such as Social
Bakers if possible.)
• Scrutinize the content: does it further the assumed brand
goals or is it just chatty? Are their campaigns or just
posts?
• Create a series of spreadsheets to keep track of your
findings
!

In absence of clearly defined goals, we become strangely
loyal to performing daily acts of trivia.
• The process of setting goals and determining
strategies is crucial for success in the field of
social media marketing.
•Without goals, it will be unclear in which direction
to go or how to ultimately measure success. With
a well-defined destination in mind, appropriate
strategies can be designed to achieve these
goals.
!

Social Media Marketing Goals
Social media marketing goals include but are not limited to:
• Building a Brand
• Increasing Brand Awareness
• Improving Brand Perception
• Positioning a Brand
• Expanding Brand Loyalty
• Increasing Customer Satisfaction
• Driving Word-of-Mouth Recommendations
• Producing New Product Ideas
• Generating Leads
• Handling Crisis Reputation Management
• Integrating Social Media Marketing with
Public Relations and Advertising
• Search Engine Optimization
When evaluating your competition, see if you can determine their business goals and objectives
from your social listening efforts.
!

!
Setting Goals
• Goals must be flexible in the light of new developments while
engaging in social media
!
• Acknowledge the presence of chaos and unpredictability of our
modern times
!
• Be prepared for rapid change and shifting conditions
Be clear about your goal but be flexible about the process of achieving it.
– Brian Tracy

is an idea. A strategy is a conceptualization of how your goals or objectives
can be achieved.
!
A
Strategy
A
Tactic
is an action you take to execute your strategy.

Denny’s
Social
Marketing
Strategy:
“Create
an
experience
worth
sharing”
“One
of
the
things
we
try
and
do
in
our
diners
is
feed
people
what
they
want
when
they
want
it,”
explains
Kevin
Purcer,
Senior
VP
of
Digital
Strategy
at
Erwin
Penland,
leader
of
Denny’s
social
team.
“It’s
why
we
are
open
24
hours
and
why
we
have
such
a
large
selection
of
customizable
menu
items.
!
“We
really
try
and
live
that
same
ethos
in
social,”
explains
Purcer,
“and
feeding
people
what
they
want
when
they
want
it
requires
us
to
be
in
the
conversation
when
it
is
happening.”
!

Apply
the
“What
if….”
test
to
Denny’s
Social
Marketing
Strategy
“What
if….”
is
a
simple
tool
that
allows
you
to
test
the
phrase
you
came
up
with
to
determine
if
it
is
a
Strategy,
Tactic,
or
a
Goal
!
• What
if
we
created
an
experience
worth
sharing?
-‐
Strategy
• What
if
we
post
about
bacon?
-‐
Tactic
• What
if
we
used
social
to
drive
more
customers
into
our
restaurants?
-‐
Goal
!

Determine Your Strategy
Key considerations when setting social media marketing strategies:
• Where does your target audience hang out, and what
do they do there?
• Can you use this information to identify strategic
opportunities?
• What best practices can you apply?
• Remember goals may change . . . be flexible
• What are your overall goals?
• What did you learn from listening?
• How do people feel about your company, product or
service?
• How are your competitors using social media
platforms?
• Which platforms appear to be the most viable in
order to achieve your social media marketing goals?
!

Audience: Define, Find, Engage
!

Defining the Target Audience
A target audience (market) is a group of consumers a company has decided to organize its marketing
strategies to reach with their message
Beyond consumers,
there are other
audiences:
• Employees
• Shareholders
• Suppliers
• General Public
!

Defining the Target Audience
• Personas simplify the audience into groups based on:
–Demographics of the Persona
–Constraints (technological limitations, a language
barrier, or even vision impairment)
–Needs and Wants
• Each persona will have a different set of interests, needs,
and communication styles
!

The Persona Development Cycle
Three-Step Persona Development Cycle - by
Michelle Golden
• Identify Persona Roles, listing all relevant personas
by role
• List Needs and Situational Triggers from personas’
perspectives, defining concerns, symptoms, and
problems
• Create Messaging Objectives suited to each
persona’s needs that you have the expertise to
address (and note those that you don’t)
!

The Optimal Target Audience
Other attribute for your primary consumers:
• Personas with a need that the product being marketed satisfies
• Personas with enough money to purchase the product
• Personas generally interested in receiving information about
new products
!

Developing Specificity within Personas
• Envision a general persona as a target, filled with
concentric rings
• Increase the specificity of the persona by adding traits that
would influence the response to the product
• Consider the different needs of these subsets to develop a
much more specific and persuasive message for those
groups
• Stop specifying when the cost of finding information about
a new subset within a persona is greater than the benefit to
be gained by marketing uniquely to that subset.
!

The Social Technographics Profile
!
2006

The Social Technographics Profile
!
2006
http://empowered.forrester.com/tool_consumer.html

Where Is Your Audience?
Questions to determine where your target audience participates:
• What blogs do they read?
• Who are the influential bloggers?
• Who is influential on Twitter?
• Are there niche online groups that the target
audience is part of?
• Who are the community leaders?
• Are they members of organizations?
• What social news sites are they a part of?
• What news sites do members of the target audience
go to?
• What discussion forums do they participate in?
• What social networks are they active on?
• What sharing sites are they active on?
• Are there significant social groups on these sites?
!

What Do They Talk About?
• Identifying what the target audience wants to talk about is crucial in order to devise
content that its members will respond to.
• In order to develop relationships with the customer community, it is necessary to fit in
with the conversations and to sound “natural.”
• Building common ground with the audience members by sounding like one of them is a
solid strategy when crafting marketing messages.
!

!
Content Questionnaire
The goal is to bring out the most important information about your history, goals, offerings and
industry. It’s like an online dating profile for your business.
•What services do your clients/prospects most
want and need?
•What are the core strengths of your
organization?
• How do people feel after they use your services?
•What are your customers trying to accomplish by
using your products/services?
• Describe your typical customer (needs, desires,
preferences, fears, pain, etc.).
•Who is your competition? (list at least 3-5
competitors)
•What sets your company apart from others in your
industry? Is there a unique aspect to your company
that you could use as a point of differentiation?
• Do you have an existing tagline, slogan or brand
statement? If not, do you plan to create one?
• How do prospects find you?
•What are the central keywords/trigger words that
prospects might use to find you online? (I.e. what
words would your target audience use to describe the
key products/services/information you provide?)
•What is your target location (international/national/
regional/state/local)?

What Is Content Marketing?
“Content Marketing is owning, as opposed to renting
media. It’s a marketing process to attract and retain
customers by consistently creating and curating
content in order to change or enhance a consumer
behavior.”
!

Content Marketing Vs. Social Marketing
• There is a lot of overlap however they are two distinct
entities, with different focal points, goals and processes.
–Social Media Marketing the focus of the activity is
located within the networks or platforms themselves.
Campaigns run on Facebook, Twitter, etc.
–Content Marketing, the focus is actually on a brand’s
proprietary domains (website, blog, forum, etc.)
• Typically, the social networks are used to drive traffic back
to the brand’s site – not as containers of the content itself.
!
Vs.

What’s the Difference?
Social Media Marketing
• Content is built to fit the context of the chosen
social platform:
– 140 Characters for Twitter
–Contest, Quizzes & Games for Facebook
• Brands model their behavior after that of the
individuals using the social network
• Used for brand awareness
• Generating activity and discussion around a brand
• Used for customer retention and/or satisfaction
Content Marketing
• The context of the website permits much longer
forms of content:
– Blog posts
– Videos
– Infographics
– eBooks
• Brands model their behavior after that of
media publishers
• Brands model their behavior after that of media
publishers
• More about demand generation
• Quality content brings prospects to a brand’s
site where a relationship can begin to develop
!

!
General Mills
As one of the largest food-product brands in the United
States, General Mills has an impressive recipe collection,
and its content marketing site, Tablespoon, , stocks enough
recipes to answer a family's call of "what's for dinner?"
Using social networks like Pinterest, General Mills makes
Tablespoon content easy to share, and as an added
incentive, the site includes coupons that make recipes
affordable as well.
Stats
Twitter Followers 2,267
Facebook Fans 735,823
Unique Visitors 272,506
Inbound Links 31,607

What
Can
Higher
Education
Learn
From
Commercial
Marketing?
!
(Social
Media
Marketing
is
more
than
just
Facebook.)
!
Continued
in
Part
2:
Social
Media
Platforms
!

Brian Rudolph UPCEA Part 1: Social Media Strategy

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Brian Rudolph UPCEA Part 1: Social Media Strategy