Developing a Plan: Creating a Social Media Strategy

Introductions• Roll Call• Email: tracy@socialstrand.com• Twitter: @tracysestili• Facebook: fb.com/tracysestili• Google+: https://plus.google.com/+TracySestili• LinkedIn: http://www.linkedin.com/company/social-strand-media

Rules & Expectations

• Attendance - Required– Mon. 6/24 – 6-9pm, – Sat. 6/28 – 9:30-4:30, – Wed. 7/2 – 6-9pm

• Breaks – 1 on Mon/Wed, 2 on Saturday + lunch• Early Dismissal/Getting out early - None• Homework/class exercises & Final Assignment

Session 1

Strategy vs. Campaign

Social Media Strategy• Comes first, at least 6

months prior to your campaign

• Evaluate your assets• Define your target

audience & engage with them

• Build the relationship

Social Media Campaign• Part of your integrated

marketing plan• You understand what your

audience cares about & where they hang out

• You now have measurable goals

• You can ask for something in return

Strategy vs Campaign Cont’d

• Deciding if you should have a Pinterest presence is part of your overall SM strategy

• Using Pinterest for a promotion is a social media campaign

Top 10 Mistakes1. Not listening2. Posting too much3. Not posting enough4. Spending too much time on social5. Over automating6. Posting same message to many channels7. Not giving a call-to-action8. Ignoring your constituents9. Not capturing leads10. Not creating a content calendar

Key Elements in Social Media Strategy

1. Set goals, objectives2. Research & Identify Audience3. Find & Engage Influencers4. Identify Key Messages5. Select Social Networks 6. Create a social media policy7. Create Content Strategy8. Measure, tweak and repeat

Setting Goals and Objectives

• What do you want to get out of being on social media?

• Increase brand awareness• Increase sales by x percent this quarter, this year• Drive people to your website• Drive people to download your app• Increase blogger outreach by x percent• Get people to sign up for your newsletter• Generate leads• Customer service• Market research or competitor analysis• Customer loyalty or retention• Nurture existing customers• Shorten your sales cycle• Revenue

Case Study: Time To Play Mag

• Initial goals: More Facebook Followers – he had 869 followers in 2010

• Today:

• After 6 months = more video views & subs

• Then:

• Soon after

Case Study: Tapestries of Hope• Initial goal: Sell tickets to

movie launch happening in 3 weeks

• Problem: multiple Facebook pages, profiles and causes set up. No real Twitter presence.

• Result: Sold out 100 movie theaters & increased Facebook fans by 150%

• Today:

How Will You Measure Your Goals?

4 Key Metrics You Should Be Measuring

Consumption Sharing

Lead-Gen Sales/ Conversions

Consumption Metrics

• Page views (Google Analytics)• Video views (YouTube Insights, Vimeo)• Downloads (whitepapers, pdf)• Document views (SlideShare, Scribd)

Measuring brand awareness & website traffic

Consumption

Sharing Metrics = Social Impact

How much does your content resonate with your readers?• Likes, tweets, pins, shares, +1’s• Forwards • Inbound links (track backs)

– OpenSiteExplorer.org– RavenTools.com– MajesticSEO– Alexa.com

Source: Content Marketing Institute

Sharing

Lead-Gen

• Form completions/downloads• Email/Blog subscribers• Blog comments• Webinar registrants

Lead-Gen

Sales/Conversions

• You need to be able to track your content, your ad, (and your campaign) SEPARATELY– Custom URL (bit.ly, tinyurl.com, ow.ly)– Landing page – eCommerce system (Marketo, HubSpot)

Sales/ Conversions

Social Networks: What to Measure

Brand Awarenes

sRevenue Referrals

Measuring Social Networks GuideGoal Medium Stats to measureSell more Video (YouTube,

Vimeo)Views, comments, channel subscribers, sharing on social networks, blog coverage, embeds

Facebook Engagement, Reach, Click Through Rate, Negative Feedback

Twitter Link clicks, Tweet reach, RTs Refer more people, loyalty Video (YouTube,

Vimeo)Comments, social shares, embeds

Facebook Social shares, data captures (e.g. email), blog coverage, engagement

Twitter Click through rate with custom URL, RTs Brand awareness Video

(YouTube,Vimeo)Embeds, views, comments, social shares

Facebook Reach, Engagement (comments, likes, shares), blog coverage, negative feedback

Twitter Reach, @mentions, RTs,

Research• Looking at metrics on

keywords, follower profiles, & competitors helped define their target listener

• Pinpoint your audience in real-time

• Find out where they discuss what you do and voice the problems you solve

Example of the # of profiles mentioning these keywords on a particular network

Defining Keywords

• How do you find them? What tools do you use?– Google Search– LongTail Pro– KeywordSpy.com– Keyword Planner via Google Adwords

http://adwords.google.com/ko/KeywordPlanner/Home

Target Audience

• Identify your target audiences & assess their behavior

Target Audience

Age Location Industry Job Title

Priority Audience 1Priority Audience 2Priority Audience 3

Marketing to Millenials?• 75% of them have Facebook profiles.• 1 in 5 Millennials have posted a video of themselves online.• 40% of them were not raised by both parents.• Although only 1/5 of the Millennials are married today, surveys have shown that

they value marriage and parenthood.• They believe their parent’s generation has a greater work ethic than their own.• The Millennials are less religious than previous generations.• Many Millennials think of themselves as confident and capable of reaching their

lifelong goals.• They are more openly liberal than previous generations.• They work well in teams.• The Millennials have adapted to making purchases online using shopping cart

software.• 37% of the Millennials are unemployed.

1977-1992 (Pew Research)

Marketing to Gen Xers?• 72% use social media (median age of US social media user

is 41)• 67% use email daily• 84% research products on mobile devices• 75% watch online video monthly• 86% are online daily• Gen Xers seek validation, which is why they are the

heaviest users of social media• Gen Xers like details, distinct quality, and DEALS• Most use Facebook (66%) on a monthly basis

1965-1976 (Pew Research)

Marketing to Baby Boomers?• 77.3 M Baby Boomers Are very cause-oriented, causes on social appeal

to them• According to Pew Research Center, by 2030, when all Baby Boomers

will have turned 65, fully 18% of the nation’s population will be at least that age, (Today, 13% >65)

• 38-42% of Boomers use social networking and 1 in 5 Boomers use social media sites as a source of health-care information.

• Baby Boomers have more disposable income than any other age group, and their looking to spend it. (70% of all US disposable income to be exact. )

• 49% of Boomers are tablet users and 40% smartphone users made at least one purchase within the last year after gathering information on their mobile device.

1946-1964

Target Audience

• What do you want to accomplish with these audiences?

Audience My Goals – what I want the audience to do

What are they seeking? (personal or professional)

Priority Audience 1

Priority Audience 2

Priority Audience 3

Target Audience

• How do you want the relationship to change once you start engaging with your audience?

Audience Current Relationship Evolving Relationship goal

Priority Audience 1 New - impersonal

Priority Audience 2 Nurture existing – transactional/passionate

Priority Audience 3 Improve existing - occasional

What value are you providing?

Audience They Need You Provide

Priority Audience 1

Priority Audience 2

Priority Audience 3

Example: Cloudera (maker of Hadoop)

• Consider Blogger outreach

• Build your brand on at least one specialized network instead of the obvious Twitter or Facebook

Back in 2009, Cloudera placed news of its Distribution for Hadoop launch in tech blogs and reputable news sources, and reached 1.5 million people in 24 hours as a result.

Case Study: Ford Motor Company• ConnectFord’s

content is designed for bloggers & journalists

• Has a gamification component

• You can submit articles to be featured

• Creating Brand Ambassadors

Case Study: NetflixIn September 2011, Netflix Inc., decided to split off its DVD by mail service from its streaming service and call it Qwikster. They purchased the URL Qwikster.com and CEO, Reed Hastings, announced the new product in a company blog post.

The Twitter handle @Qwikster was already owned by a high school student, Jason Castillo, since April 2011, who didn’t exactly tweet family-friendly tweets. Mr. Castillo saw his follower base go to over 2,000 followers in just a few days after Netflix’s announcement of Qwikster and was counting on a big pay day.

Tweets from @Qwikster

Within less than three weeks, Netflix Inc, reversed that decision and kept it all one service. Even if Netflix had stayed with the split DVD service, it would have cost them to purchase the handle from Mr. Castillo (if he was willing to sell).

Discussion

• How could Netflix have avoided this fiasco?• What could they have done differently?

Find & Engage Influencers

Influencer:(noun)A person who has the capacity or power to be a compelling force which produces effects on actions, behaviors, or opinions of others

What makes a person an influencer?

Group Exercise A.1. Name two things you want to get out of having a social media presence:

1. ________________________________________2. ________________________________________

2. List 5 keywords that describe your industry or product:1_____________ 2_____________ 3_______________ 4 __________________ 5 _______________

3. What’s your company/product demographic?4. Location

North America Latin America Europe Africa Asia Middle East Oceania Antartica

Can you be even more specific about your location? _______________5. Gender

Women Men Both6. Age

13 -17 18-24 25-34 35-44 45-54 55 and up7. Education

High school College Ph.D/Masters/JD Trade8. Income

$50,000-$100,000 $100,000 - $150,000 $150,000 and up

1. Name 3 Key influencers in your industry & what social networks are they on?1.Name:_____________________________|Network:________________________2.Name:_____________________________|Network:________________________3.Name:_____________________________|Network:________________________

2. On which social networks are your constituents reading, sharing, and talking about news in your industry? (Put an ‘x’ in the box)

Other __________________________________________________

3. Check if your company name is available on the following social networks?

Twitter Facebook LinkedIn Company Pinterest Google Plus

Homework: Exercise B.

Social Network Reading Sharing TalkingTwitter Facebook LinkedIn Google Plus Pinterest Instagram FourSquare Yelp Blogs/Forums Industry Forums Reddit