developing a plan: creating a social media strategy
TRANSCRIPT
Developing a Plan: Creating a Social Media Strategy
Introductions
• Roll Call• Email: [email protected]• 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 Mistakes
1. 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 Awareness Revenue Referrals
Measuring Social Networks GuideGoal Medium Stats to measure
Sell 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