Setting Social StrategyVA Women in Business 2014

#VABizSocial @Kristen_Ferrer

TODAY’S AGENDA

• THE ROLE OF SOCIAL MEDIA

• Setting Strategy

• Getting started with the demographics

• Content

• Time investment

WHAT IS SOCIAL MEDIA EVEN GOOD FOR ANYWAY?

No single channel reaches people effectively at every stage of the journey.

Instead, each channel is strongly suited for a more focused purpose.

ARE YOU BUILDING BRAND AWARENESS OR SALES?

Social media is fantastic for generating targeted, qualified brand

awareness.

Conversion Probability

Prospect Quality

Dis

pla

y

Email

RetargetingBrand

Search

Generic

Search

Social Media

TODAY’S AGENDA

• The Role of Social Media

• SETTING STRATEGY

• Getting started with the demographics

• Content

• Time investment

ELEMENTS OF YOUR SOCIAL STRATEGY

1. Primary Goals/Objectives

2. Target Audiences

3. Integration

4. Capacity/Team

5. Tools and Tactics

6. Content & Calendar of Activities

7. Measuring Success

8. Evaluation

EXAMPLE: VIRTRU SOCIAL MEDIA

Goals: Increase brand awareness; drive traffic to our blog

Target Audiences:

• The general public with nothing to hide but understand the value & purpose of privacy; particular emphasis on Boomers and Gen X/Y male and female

• SMBs who need a secure & cost-effective way to deliver their business communications; particular focus on law, accounting & finance

• Doctors, dentists & medical facilities that consistently send sensitive patient information and records

• County & city governments; focus on the HIPAA compliance aspect

Integration: Will support events, PR, customer inquiries, tech support, and other activities

VIRTRUTeam: Digital Marketing Manager for strategic direction

+ ad hoc consultant for execution

Tools & Tactics:

• Networks: Facebook, Twitter, LinkedIn, Google+

• Tools: Bufferapp, Hootsuite, Social Bro, Tweriod

Content & Calendar:

MEASURING SUCCESS: VIRTRU

VIRTRU PROBLEM: Virtru was presenting at the Privacy Identity Innovation Conference last week in Silicon Valley – How much mileage can we get out of the time and resource investment?

VIRTRU GOAL(S):

• 50 new sign-ups/downloads of the app

• Grow that @VirtruPrivacy twitter account by at least 150 new followers

• Get 4-6 Retweets, mentions, or other engagements

VIRTRU KPIs:

• Downloads

• New twitter followers

• Engagement on Twitter

VIRTRU METRICS:

• Site traffic, time on site and pages per visit

MARKETING ANALYTICS TAXONOMY:

PROBLEM > GOAL > KPI > METRICS

EVLUATIONS: VIRTRUVIRTRU PERFORMANCE:• Downloads/Conversions: 0• Grew Twitter Followers: 5• Twitter Engagement: 310 RT, 397 @Mentions, 946 Favorites• Pii2014 list: 123 members• Grew Facebook: 5• Facebook engagement: 68 Link Clicks, 152 Post Clicks, 23 Page Likes, 4

shares

Summary:• We did a multi-touch social media campaign to promote Virtru’s

participation in the Privacy Identity Innovation, pii2014, Conference. In addition to two blog posts (and a third being written and posted a week later), we promoted three tweets surrounding the #pii2014, promoted two Facebook posts, and posted on the LinkedIn company page. We saw a large amount of Twitter engagement, the majority of which came through organic, natural one to one engagement.

• Total cost of the campaign was $165.74• The main goal I set was to get 50 product downloads and 150 new

Twitter followers, neither of which was realized.

TODAY’S AGENDA

• The Role of Social Media

• Setting Strategy

• CHANNEL OVERVIEW

• Content

• Time investment

Today’s Agenda

FACEBOOK FACTS

FACEBOOK IS AN ADVERTISING TOOL

Fact: Facebook changed their algorithms so organic posts reach far fewer fans now.

To make the most of Facebook, design an interest or behavioral-based targeting campaign and you will need to spend money.

TWITTER FACTS

TWITTER IS A DISCOVERY + COMMUNICATION TOOL

Fact: Twitter is real-time and great at communication and one-to-one outreach.

To make the most of Twitter, put together a list of influencers in your space, then follow and RT them.

Live events present good opportunities to take advantage of many people’s focused attention.

LINKEDIN FACTS

LINKEDIN IS A PROFESSIONAL ASSET

Fact: LinkedIn is a B2B marketing opportunity

Reach people based on their industry, skill set, or pay grade.

Utilize Groups to become “influencers” and get exponential reach.

GOOGLE+ FACTS

GOOGLE+ IS MANDATORY FOR SEO

Fact: It is still kind of early…ish.

Getting in on Google+ may give you an advantage in organic search rankings; grow your network and deliver relevant content.

GOOGLE+ VS. FACEBOOK

Facebook is where you talk to people you know. (Relationship Graph)

Google+ is where you talk to people you want to know. (Interest Graph)

INSTAGRAM FACTS

INSTAGRAM HAS A HIGH NUMBER OF ENGAGED USERS

Fact: Instagram has the clear edge in engagement over Twitter

Almost 6 in 10 Instagram users report using the platform on a daily basis, second only to Facebook (63%) and significantly ahead of Twitter’s 46%. Just 23% of Pinterest users and 13% of LinkedIn users report logging on daily.

PINTEREST FACTS

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PINTEREST IS GREAT TO REACH WOMEN

Fact: The users of this platform pin 3,472 images per minute…

Pinterest’s format lends itself naturally to a rapid-fire pinning process that spreads content like wildfire and is especially valuable to brands smart about linking directly from Pins to product sites.

INCOME BREAKDOWN

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TUMBLR FACTS

1. The average Tumblr user visits about 67 pages every month.

2. Tumblr is most popular with the 18-to-29 year old age bracket.; about 13% of this demographic have used the site.

3. 66% of all visitors are under the age of 35, while 39% are under 25 years-old.

4. About 36% of users are parents. 5. Roughly 35% of all Tumblr visitors earn more than

$50,000 annually.6. The average visit on Tumblr is around 14 minutes, which

is more than on Facebook and Twitter.7. Tumblr users are divided equally between genders with

51% of US Tumblr users being male.

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TUMBLR IS AN INTERESTNG MIX

Fact: Tumblr has 34 million users - 46% of these users were between the ages of 16 and 24

Post like Pinterest; Tag like Twitter; Think like Instagram; Promote like Facebook.

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YOUTUBE FACTS

• 106.7 million unique visitors per month

• 1 hour & 47 minutes = time spent per person per month

• There are 4 billion views per day on YouTube

• 60 hours of video are uploaded to YouTube every minute

• 44% of YouTube’s users are aged between 12 and 34

• It handles 10% of the internet’s traffic

• Average video duration is 2 minutes 46 seconds

Fact: YouTube is owned by Google, so it is a good idea to use this platform to host your videos

LOCATION BASED SOCIAL MEDIA

15 Million Users

60% male

Biggest users: 25-34

16.5 Million Users

Predominantly female

Biggest Users: 25-34

TODAY’S AGENDA

• The Role of Social Media

• Setting Strategy

• Getting started with the demographics

• CONTENT

• Time investment

DIFFERENT PLATFORMS, DIFFERENT CONTNET

DIFFERENT CHANNELS, DIFFERENT CONTENT

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TIPS FOR GENERATING NATIVE SOCIALCONTENT

1. Know thy platformYou can’t expect to create compelling native content for a given social platform if you don’t really even understand it.

Have you even used Pinterest before? Try it out. Pay attention to what’s most popular, and how people interact. Anything less will immediately expose your brand as out of touch.

TIPS FOR GENERATING NATIVE SOCIAL CONTENT

2. The best content is ‘native’

Facebook, Instagram, Pinterest and Tumblr all emphasize imagery. But that doesn’t mean the audiences are the same, or that they’re looking for the same things. Some value wit, others art.

3. Don’t interrupt, entertainNo one ever said: “I love Facebook because I can catch up on the latest news from favorite brands and share their self-serving product plugs with my friends, coworkers and loved ones.”

Remember – people view social media as entertainment.

CONTENT MIX

MEOW MIX: 100%

JUST KIDDING!!

RECOMMENDED:• Custom/Owned: 40-50%• Curated: 30-40%• Engagement: 20-30%

CONTENT CONTINUED

EDITORIAL CALENDAR

TOPICS SHEET

TODAY’S AGENDA

• The Role of Social Media

• Setting Strategy

• Getting started with the demographics

• Content

• TIME & RESOURCE INVESTMENT

TIME INVESTMENT: FACEBOOK

• Once a Week:

▫ Build 7-10 posts (15-20 minutes)

▫ Add, edit and finalize links (5-10 minutes)

▫ Schedule Posts (5 minutes)

• Daily:

▫ Check posts, engage with fans, answer questions, etc. (15-20 minutes)

▫ Advertising (20-30 minutes) - optional

• Monthly reporting will take about an hour to review post and ad performance

Your weekly investment can be as little as 3 hours a week.

TIME INVESTMENT: TWITTER

• Once a Week:

▫ Build 35 posts (30 minutes)

▫ Curate content 7-10 posts (30 minutes)

▫ Add, edit and finalize links (5-10 minutes)

▫ Schedule Posts (15 minutes)

• Daily:

▫ Check for mentions, Retweets or anything that needs a response. (10 minutes)

▫ Influencer Retweets 2-3 (5-10 minutes)

• Ad Hoc:

▫ Promoted Posts for special promotions, events, etc.

Your weekly investment can be as little as 3 hours.

TIME INVESTMENT: LINKEDIN

• Once a Week:

▫ Build 3-5 posts (20 minutes)

▫ Curate content 3-5 posts (20 minutes)

▫ Add, edit and finalize links (5-10 minutes)

▫ Schedule Posts (15 minutes)

• Daily:

▫ Check groups for topics to comment on (10 minutes)

▫ Post topic every other day in your group(s) (10 minutes)

Total weekly time investment: 2-3 hours

RESOURCES/TOOLS

• Buffer App

• Tweriod

• Social Bro

• Commun.it

• Hootsuite

• Facebook Insights

• Twitter Analytics

• LinkedIn Analytics

• Google Analytics

• Storify

• Scoop.it

• Segment.io

• Unbounce

• Hubspot, Marketo

QUESTIONS?

• Slideshare presentation: bit.ly….

Connect with me:

@KRISTEN_FERRER

LinkedIn.com/in/kristenferrer