how to unleash your social marketing strategy in 2016
TRANSCRIPT
How To Unleash Your Social Marketing Strategy in 2016
#TINTWebinarJanuary 17, 2016
INTRODUCTIONS
Saachi SharmaCustomer Success Strategist
Brad SingleyCustomer Success Strategist
INTRODUCTIONS
Housekeeping• Audio/visual check - please message us if you have
trouble seeing and hearing me• Please post your questions in the Q&A section of the
GoToWebinar widget• This webinar is being recorded and will be shared with
you afterwards along with these slides
INTRODUCTIONS
Goals for today’s webinar• Conception and Logistics• Execution• Analytics Review
User Generated Content
UGC is content created by consumers an publicly available online to other users - demonstrates value, adds credibility, and sparks online users’ interest in a brand
A note on followers…You may have a lot of followers (or simply want more), but we’ve found that it doesn’t mean that your followers are actually listening to you. You can’t do anything substantial from a business perspective with an apathetic audience.
Follower psychology• Why do people follow an account?
• Repeatedly interesting content• Attractive association with brand • Brand is interactive with audience
By investing in TINT, you already see the power of social media marketing and leveraging UGC. With that said, there’s a serious danger of confusing your following with disjointed campaigns with no foreseeable timeline.
Ways clients map out their campaigns • Seasonally• Aligned with product releases• Holidays• Trending events (i.e. Super Bowl, election seasons), etc.
Social media users participate at higher rates during these times and anticipate brands are paying closer attention.
Social Strategy RoadmapTHE 6-9 MONTH QUESTION
Ways to Leverage
Contests/giveaways• Saves copywriters and marketers’ time on content creation
• Adds trust to the brand
• Higher user-engagement
• More interaction with brand
• Better affinity to the brand
Leveraging customer reviews• Higher conversion rate on product pages
• Lots of unique, transparent, authentic content
• Rankings for long-tail queries
• More traffic to the site
Website social hub• Better user engagement
• Longer time on site
• Lower bounce rate
• Promotion of brands’ social media accounts
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• Not too vague or common, it will get lost the abyss and will be an easy target for spammers and internet trolls• Less is more, keep the focus singular• In terms of creativity: alliteration, rhyming, and good syntax is attractive• Think through all the implications and associations of the hashtag you choose• Syntax, pronunciation, and visual impression of your hashtag is crucial (e.g. Susan Boyle’s #susanalbumparty
hashtag)
• If you’ve decided to recycle an existing hashtag, you can be strategic about making the pre-existing associations work in your favor. Use tools like hashtagify.me to check out existing associations with your hashtag, including a graph of influential or power users of the hashtag.
Pick your hashtag#FYI
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ExecutionMID-CAMPAIGN
Create awareness• Email lists
• In-person engagementFocus on content• Leverage your community
• Interactive brands are community drivenAssign roles• Assign production and moderation roles
• Add these people into TINT via Collaborators featureReady your TINT• Pre-populate your social hub with content
• Set your moderation settings (approval, removal, and auto)
• Download a CSV of your submissions to pick a contest winner
Analytics are a great way to see the impact and engagement of your strategy. Here are some helpful tips: • Define your KPIs beforehand• Activate your analytics• Outspoken contributors can be just as important as influential ones
Reviewing analyticsPOST-CAMPAIGN
Q&A____
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