developing an effective social media marketing strategy
TRANSCRIPT
Social Marketing Strategy+This is how we do...w/ @Rob Bertholf
Overview
● Social Marketing● Social Media Strategy● Sample Campaign
What is “Social Media”
Definition
Wikipedia:“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”
• 65% of U.S. adults use social media• If Facebook were a country, it would be the world’s 3rd
largest. (750 million active users 50% login daily)• Two hours of video are uploaded to YouTube every
second.• 200 Million tweets sent per day (up from 65M last year)• 380,000,000 Foursquare check-ins (1 in every country)• YouTube is the second largest search engine in the world
more than 100 million videos.
Social Media Stats
@JayBaer
How to Join the Conversation?
Lets plan to “BE” social and engage
with a purpose
What is “Social Media Marketing”
Marketing 101 Refresher
What is the goal?Who is the audience?Where is the audience?What does the audience know?How can I connect with my audience?How do I extend the conversation?How can I get them to introduce me to others?
Extending the Conversation
How do I extend the conversation?Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
Gaining Recommendations
How can I get my audience to introduce me to others?When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.
Traditional + New Media= Success
Anatomy of a Social Marketing StrategyFinally, @Rob gets to the good stuff @PacificNewMedia #Strategy #UHPNM
Social Marketing Strategy
• The umbrella plan.• Framework for social marketing focusing activities towards business or communication goals.
Sample Strategic PlanGoals & ObjectivesSocial Media AuditSocial Media CampaignsContent Workflow
Action Items:● Monitoring Schedule● Content Marketing Plan● Engagement Schedule● Outreach Schedule● KPI Measurement Base● Staff Training● Advocate Education● Asset Development
Social Strategy Advice
• Understand your audienceWho do you want to reach/engage? What do they know about you?
• Define your Purpose/GoalsWhat are your organizational objectives? What do you hope to achieve?
• Form your messageKnow your voice, know your audience, time your content, solve problems, be authentic
• Determine what success looks likeSet KPI’s based on business objectives
Understand your audience
Who is your target audience?
What does your audience know?
1961 Entries
300 Entries
Define your purpose and goals
Goals & Objectives
• Encourage & reward brand advocacy
• Reputation management
• Support Public Relations
• Be a thought leader in your industry
• Support customer service
• HR, recruiting
• Because Management Says So
• Brand awareness & loyalty
• Generate top of mind awareness
• Drive traffic to your website
• Build a community
• Drive leads and sales
• Encourage & reward brand
advocacy
• Reputation management
• Support Public Relations
• Be a thought leader in your industry
• Support customer service
• HR, recruiting
Determine what success looks like
Social Analytics & Measurement
• It is critical that success be determined by fulfilling pre-identified KPIs (Key Performance Indicator) rather than looking for random trends after the fact.
• Gathering and analyzing data (metrics) is the only way to determine what is working and what is not. Metrics help to confirm that social media efforts are not in vain.
Social Analytics & Measurement
Only through metrics can you answer: • Is your community growing and at what rate?• Who in your community is engaged and who
do you need to approach differently?• What online activities and strategies are
working?
Progressive KPIs
Authority
Action
Engagement/Interest
Advocacy
Exposure/Awareness
Social Marketing
Monitoring & ListeningContent MarketingEngagementOutreachMeasurement
Listen & LearnSocial Media Monitoring, Trending Topics & Keyword Research
ROI of Research
● More targeted/quality Website Content● Timely Content from Trending Topics● Understand Online Sentiment● Discover Current Advocates● Uncover Opportunities
BrandNike
IndustryRunning Shoes
TopicalRunning
LifestyleHealth
Keyword Exercise
Branded Keywords(Company Name, Product Names, Trademarks, Executive Staff)
BRAND/REPUTATION MANAGEMENTCUSTOMER SERVICE
Setup alerts for these keywords.
Non-Branded Industry Keywords(Generic Product/Service Names)
CUSTOMER ACQUISITION
SEO Optimize and listen for these keywords
Topical Keywords(Related to but not specific to a cause/service/product)
CONTENT TOPICSCAMPAIGNS & HASHTAGS
Create content around these keywords
Lifestyle Keywords(Result of product/service or words which describe the consumer)
CONTENT CURATION/PARTNERSHIPS
Identify content partners and build campaigns around.
Google AdWords Keyword Research
Google.com/Trends/Explore
http://trendsmap.com/local/us/honolulu
search.twitter.com
Keyword & Hashtag Research
1. Create list of all branded keywords2. Research product/service/cause related3. Identify Topics & Hashtags4. Identify Partners
Content MarketingScheduled, Engagement & Outreach
Website ImportanceThe hub of all marketing efforts!
WordPress = CMS + Blog
Keyword Rich PagesFresh Blog PostsSocial Media Sharing CapabilitiesConversationsTracking Conversions
Inbound Links help Search Ranking
Search Engine Authority validated by
social signals.
Crafting Content
Step 1: Identify Resources
• Internal Content/Assets• External Content/Assets
• Discovered• Delivered
Identify/Map Resources
Step 2: Create Great Content
• Relevant Topics• Multimedia• Infographics
Content Tips
● Know your audience● Invest in creating quality content● Be consistent with frequency and topics● Learn from what is working● Less is more - Quality over Quantity● Don’t hard sell● Stay focused
Content Tactics
● Add Featured Image to Post● List Posts (Top 5 ways to…)● Include Call-to-Action
Craft Great HeadlinesPresent with information readers are interested in (via Convince & Convert):● If you’re providing an answer to an important question, ask the question in the
headline. “Which is the most fragrant flower lei?”● If you’re sharing important news that will affect a number of people, start
sharing it in the headline. “Over 40 Million Target Credit Card Accounts Compromised: How to Protect Yourself.”
● If you want readers to be interested in your product, show them benefits they’ll like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per Year.”
● If you want people to care about your topic, give them something to care about. “27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”
Step 3: Content Calendar
Type. Topic. Content. Social Action. Date.
Content Marketing Calendar BenefitsSocial media editorial calendars create a cohesive layer to a content strategy that bridges
the benefits of:• Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to
accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and
inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via
tools such as Google Analytics will give you valuable information for future editorial ideas.
Step 4: Visualize Distribution
Content Type Blog
Social Platform
Social Platform
Email Newsletter
Scheduling Application
Blog Post
1. Post to Facebook Page with featured image + share to personal
2. Tweet x2+ link w/hashtag, favorite & retweet from personal account. @mention interested
3. Post URL to Google+4. Post to LinkedIn (Wall or Group)5. Pin to Pinterest if good featured image
via @WahineMedia
Tools for Automation
Buffer.com
EngagementContent created in response to real-time activity.
Step 1: Have a Routine
Step 2: Be Consistent
If + = follow & reply
If comment = reply & +1
If post on Facebook =
Tools for Social Monitoring
Engagement Tips
● Ask Questions● 80% focus on audience, 20% focus on you● Be Human (& authentic)● Be Consistent/Timely
● 61% created● 27% curated● 12% syndicated
Curate:● 16% curate audience daily● 48% curate 3rd party weekly
Content Marketing Mix
Build your Authority
• Be Interesting/Informative• Be Interactive/Social• Find a balance (Promotional / Personal)
Outreach
Preaching to the choir
Outreach
• Engagement with Fans• Participating with other brands• Identify conversations out of direct sphere• Grow your community
Engage Social Influencers
• Powerful for Awareness
Klout.com
kLokal.com - Where do you rank?
Advocacy
Build Brand Advocates
• Impress influencers, embrace true advocates• Activate existing advocates by giving appropriate assignments
MeasurementKPI / Social Metric Reporting
Progressive KPIs
Authority
Action
Engagement/Interest
Advocacy
Exposure/Awareness
Exposure
• Website Visits / Pages viewed/ Unique Visitors
• Social Bookmarks (Diggs, Bookmarking)• Audience Size (Likes/Follows/Circles/Connects)
Engagement
• Post Likes/+1’s/Retweets• Post Comments• Social Reviews• Share of Voice
Authority
• Share of Voice• Search Ranking• Social Influence Metrics• Aggregated Metrics
Action
• Event Tracking (Key Clicks/Downloads/Read Brochure)
• Goal Conversion (Inquiries/Email Signup/Registration/Petition)
• eCommerce Conversion (Sales/Donations/Subscriptions)
• Offline Actions
Advocacy
• Positive WOM • Generating Content (Blog Posts/Media Content)
• Customer Satisfaction
Creating & Setting Baselines
• Set KPI’s based on customer relationship & business goals/communication objectives
• Determine which methods will track these KPI’s
Aggregate vs Individual
• Compare data against itself on a high level to get a overall pulse
• Deep dive to get data for decision making
Data Based Decisions
• Using the data to advance to next stage of customer engagement
Social Marketing Campaign
Social Marketing Campaign
• Identify Purpose, Goals & Customer Phase
• Choose platforms based on audience & actions
• Identify Content / Assets to leverage
• Set Key Performance Indicators (KPIs)
Successful Campaign Ingredients
● Media (Video/Photo Theme, etc.)● Hashtag● Landing Page / Asset● Email● Advocates (!)
Visual Themes
Connecting with Characters/Personality Tests
Must Mentions
MailChimp.com
Google+
Google Authorship
Google Places
Retargeting
“Remarketing” - Display Ads
#ShamelessUpcoming Pacific
New Media ClassesApr 2: SEO; Apr 23: Analytics