This document provides guidance on using social media for marketing and publishing. It recommends defining clear objectives using the SMART framework and understanding your target audience by segmenting, listening to, and positioning for different groups on the social technographics ladder. The document also discusses social media trends, challenges, engagement strategies, tools for listening and measuring success, and the future of social media.
1. Using Social Media A Publishing Context to Davina Quarterman Marketing Manager
2. Introduction Word of Mouse People are talking about your company, products, published research and books everyday across numerous platforms Define a Clear Road Map No quick wins
3. Social Media Trends Regional differences Facebook and Twitter are popular in US, UK and Northern Europe Friendfeed popular in APAC Subject differences LinkedIn LabRoots Sermo
9. What is STP? Segment Listen and watch them Target Social Technographics™ Ladder Which groups are most active What do we want to achieve
10. Social Technographic™ Ladder Creators Use to help generate good content Critics Use to help endorse you Collectors Joiners Spectators Inactives Avoid! Most Active Least Active SOURCE: Forrester Research Inc Adapted from diagram in Groundswell by C. Li and J. Bernoff
11. What is STP? Segment Listen and watch them Target Social Technographics™ Ladder Which groups are most active What do we want to achieve Position Which platform or technology is best suited? Be where your audience are
12. Before you start Set SMART objectives Need to STP audience Integrate with traditional methods
13. Social Networking For selling Provide open and honest communication channel with customers Build and enhance relationships with Librarians For commissioning Connect with new/potential authors Provide post-publication self-promotion advice Discover research trends and hot topics SOURCE: Erik Qualon
14. Social Media Marketing The new rules of online communication and engagement: Nobody cares about your products (except you) No coercion required Lose control Put down roots Create triggers that encourage people to share Point the world to your (virtual) doorstep SOURCE: World Wide Rave by David Meerman Scott
15. Start the Conversation Engagement Tone of voice Content Lead Nurturing and Call to Actions
16. Listening Tools & Apps General RSS feeds aggregators, Social Mention, Technorati, BackType Twitter Twitterfall, TweetDeck, Seesmic Facebook Facebook search
17. Time Management Tips Schedule posts Twitterfeed, Hootsuite Let the updates come to you Aggregate listening tools
18. Measuring Success Website Traffic # views, visits, returning visitors, drop rate, time spent on site, location of users, referrer reports, SEO ranking Branding # external mentions, # conversations about brand, quality of conversations Customer Satisfaction Returning customer rate, reviews and opinion votes
19. Measuring ROI Proof of concept Establish a baseline before SM Create Activity Timeline Plot dates of activities, click throughs, website traffic fluctuations, retweets, blog mentions Look at Sales Revenue # transactions, gross income, new customers Also consider non-financial rewards Post sales support, future R&D ideas, lead nurturing, market research SOURCE: Oliver Blanchards Basics Of Social Media ROI. Available via Slide Share
20. Analytic Tools & Apps URL Click-throughs Bit.ly, Hootsuite Website Traffic Google Analytics Conversations and Blog Mentions Social Mention, Topsy.com, Google Alerts, Omniture, PostRank Analytics Follower Trends Twitter Karma, Foller.me
21. Future of Social Media Is this just a fad? Audience Mobile usage, platforms Key Players Google, iPhone App Store, Android Market Business Models Advertising, Publishing 2.0
22. Key Points to Remember Social media is not controlled or owned by you. You are contributing to existing conversations Set clear objectives from the outset (helps with ROI) ROI may not be the same as traditional methods Don’t be scared!
Building and leveraging relationships between products and our customers.We’re able to listen and join in with conversations within the community, allowing us to tailor the messages we contribute and ultimately add value.
Need to plan before you start. Social media can becoming overwhelming because there’s so much happening out there. No matter how genuine you intend to be in your relationships, and you should(!), you should plan your time and approach to it.
Specific - Be precise about what you are going to achieve. Measurable - Quantify your objectives. Achievable - Are you attempting too much? Realistic - Do you have the resources to make the objective happen (people, money, machines, materials, minutes)? Timed - State when you will achieve the objective (within a month? By February 2018?)
How to Segment -listen, watch, what are our audience ready for, what do we want to get out of it, should we build or use existing.Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
Creators – Write blogs, upload videos, write articlesCritics - Post ratings and reviews, contribute to online forumsCollectors - Use RSS feeds, social bookmark, vote on websitesJoiners - Use social networking sites, join groups and fan pagesSpectators - Read blogs, watch videos, listen to podcasts, read customer ratings. Can be good to promote word of mouth offline.Inactives -Nothing!By determining which groups make up your target audience, and which groups are bigger than others will help to formulate the strategy you use to get the most out of social media/networking.
How to Segment (listen, watch, what are our audience ready for, what do we want to get out of it, should we build or use existing)Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
Integrate – No quick win, not necessarily the one stop answer to your marketing or networking needs.
Engagement – be humble, listen, find out audience goals and aims and share yours. Listen first, sell second.Tone of voice – support goals of audience instead of sellContent – add value, encourage sharing, ensure content leads to some measurable result. A study by Pear Analytics found that 40% of tweets are “pointless babble.”4. Lead nurturing - a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Adds to the idea of ‘No Quick Wins’ in this game. When the relationship is ready for closure, have a good landing page with a clear call to action. The call to action needs to also be in the spirit of the relationship.
Schedule – beware that too much automation will turn people off. Still need that human touch. Check in to the account once a day or every couple of days to respond to questions, queries or to ‘listen’ and adapt the messages.
Need to determine which social media activities are making an impact on the bottom line but it’s a new mode of approaching ROI Measure to understand and improve Social Media activitiesROI is a business metric not a media metric, consider ROE Return on Engagement.
HootSuite() — HootSuite is a great Twitter manager but also offers impressive analytics. The nice thing about the click data you get from an app like HootSuite (or bit.ly) is by looking deeper you can more easily see if those clicks translate into transactions or impressions on your other sites.Google Analytics() — It’s free and it can provide a really powerful baseline for a variety of different factors. You can track incoming links and then the activities of the users they send, which can be helpful.Omniture — Omniture has a slew of services available for businesses, including components that track Facebook and Twitter metrics.PostRank Analytics — This suite of tools measures social engagement on other platforms and services. What’s nice about PostRank is that instead of just a raw number, you can actually see the messages and comments from other sites that contribute to your stats. Combines Google Analytics with Social media monitoring.
