I’m going to show you how to get past the “Social Media Rainbow”!
Generation Y or “Millenials” – per the “Wiki” definition - generally marked by an increased use and familiarity with communications, media, and digital technologies. I love it! And I made it my business!!! I do this for a living!
Some people, about Social Media for MARKETING & Business, are feeling like…. They don’t know where to start? Not sure if they have the right tools? Don’t have resources internally to measure social media, and kind of wondering what the data would show anyway? Don’t have a strategic marketing plan to work from. Ugh!!!! Help!!!
Some folks are also feeling like social media is mere “unicorns & rainbows!” If you’ve been to marketing conferences…. It’s warm and fuzzy – and without the right plan – of course! It IS unicorns and rainbows…Just like ANY business idea would be without a correct plan.
However, the WEB, and nearly every interaction on the WEB is – guess what? MEASURABLE.
Thusly, it IS……S-C-I-E-N-T-I-F-I-C! You can: Plan Learn Analyze And MAINLY – you can produce repeatable, and dependable results!!!!
Old School Marketing – 6 main channels – and nearly ALL are PASSIVE! All based on “impressions” New World ORDER – customer engagement! The client has a dialogue, a voice! They are a new form of MEDIA. And remember….it’s ALL measureable! NOT Unicorns and Rainbows. The problem is that it is overwhelming – so what to do????
Social Networking peaked for 18-29 y.o.’s !!!! Fastest growing age segments have been 30-49, and 50-64. According to Nielson, people over the age of 55 are the fastest growing group joining Facebook! Social Networking is VAST amongst ALL age categories, and this will not stop. The use of technology has become an integral part of our lives…
So why are businesses excited about this? Because of social media MARKETING!!!! That is why!
What does your industry have to say about this?????? They essentially think you are “behind the 8-ball!”
The quick answer is to not make random selections of implementing the most talked about social media tool for the week. If you do, you will return to the notion that social media is all about superstition and “unicorns and rainbows….” Decisive action in strategic marketing is not random…. Our client said, “should we do Twitter?” – his intern said maybe they should
We recommend you take a disciplined approach to developing a strategic marketing plan for your association, that conveys your brand correctly, and it’s value effectively. Here is an example….
----- Meeting Notes (4/19/12 10:28) ----- 1) Fact based current situation- where do we have a presence online, how many members do we currently have, what revenue are they producing, what services are members utilizing most? 2) You do this by interviewing your internal key stakeholders 3) Develop your assocation goals and objectives.
----- Meeting Notes (4/19/12 10:28) ----- How many members do you want to have? How engaged do you want them to be?
----- Meeting Notes (4/19/12 10:28) ----- When it comes to social media, most people start here. They don't have an informed strategy - so they put up a random facebook or twitter page - and then they are saying now what? That's unicorns and rainbows approach.
So….what are the “scientific” measurements that can help determine ROI, that I have spoken of…..?
Let me show you a demonstration on LinkedIN that can show you what is available for you today…RIGHT NOW!!!
“Over the Social Media Rainbow,Social Media for Today’s Association.” Marni Blythe 4.20.12
Agenda A little about me The climate of social media media today The science of social media Marketing yesterday and today So who cares? Why be excited? What your industry thinks Disciplined approach to integrating social into a marketing strategy Measures of digital ROI LinkedIn demonstration Survey
“Social Media marketing makes me feel overwhelmed!” “Let me help you!” Do you… •Know where to start? •Have the right tools? •Have enough resources to measure? •Feel afraid what the data will show? •Have a strategic marketing plan?
“If you’ve read about social media or have been to any marketing conferences you’ve probably heard tons of advice like, “love your customers,” “engage in the conversation,” be yourself and make friends. We call this ‘unicorns and rainbows’ advice. Sure, it sounds good and it probably makes you feel all warm and fuzzy but it’s not actually based on anything more substantial then “truthiness” and guess work.”Dan Zarella. Zarella’s Hierarchy ofContagiousness
“One of the most important things about the web is the nearlyevery interaction can be measured and observed in aggregates of tens and hundreds of millions.” Dan Zarella. Zarella’s Higherarchy of Contagiousness
“To scientists, success in using social media is something you caniterate on, plan for and learn from. Things that work can beanalyzed to produce repeatable, dependable results.” Dan Zarella. Zarella’s Higherarchy of Contagiousness
How it used to be…how it is nowOLD SCHOOL MARKETING NEW WORLD ORDER
Social networking usage“People over the age of 55 are thefastest growing group joiningFacebook, according to researchfrom Nielsen.”
Why are businesses excited? “Changes since the 2011 study: Lead generation increased 7% from our 2011 study to 58% this year.”Source: 2012 SOCIAL MEDIA MARKETING INDUSTRY REPORT. How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner
What does the Association industry say? “The technology imperative is not going away. It is going toincrease in importance. And while associations can’t go back and undo the damage that has been done by being slow to adapt, they can move decisively to regain lost ground. The clock is ticking.” Harrison Coerver and Mary Byers, CAE The Center for Association Leadership Race For Relevance
Decisive strategic planning equals resultsRandom social media tool selection equals =
There is a disciplined marketing approach for your associationthat you can take that builds a solid foundation that will yield measureable results using digital marketing tools.
Step 1: Discovery DiscoveryBackground & Foundational Interview Internal Development of AssociationReview of your Association. Key Stakeholders. and Member Goals and Objectives. Executive Director, Board Fact based evaluation Prioritization based upon Members, Marketing of your current situation. need, time and budget resources. Manager, Operations.
Step 2: Exploration Exploration Assess Member Explore Budget Review of Current Situation Motivation, Parameters, Versus Desired Outcomes. Market & Competition. Timeline and Tactics.Some tools you can use include:•SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats•Brand Assessment – “As is” brand versus the "to be brand" with the corresponding: o Attributes o Personalities o Core values o Brand essence•Research – What’s important and what do members value
Step 3: Integration IntegrationDevelop Marketing Plan From the Measurement and Results Information Gathered During Tools Selection. Methodology.Discovery and Exploration Stages.
Some measures of digital ROI Digital PROverall •Procurement of press visits•Conversation Rate = # of Audience •Retweets by respected professionals/newsComments (or Replies) Per Post •Mentions•Amplification BlogsTwitter: Amplification = # of Retweets •Unique visitorsPer Tweet •Page viewsFacebook and Google+: Amplification= # of Shares Per Post KloutOn a blog or YouTube: Amplification = •Klout score – ability to amplify and influence# of Share Clicks Per Post (or Video)•Click through rate•Lead creation•Conversion studies
Front Row Communications, LLC: • Comprises 40 years and three generations of experience in research, branding and digital customer engagement. • Was formed to give brands access to best-in-class professional services more efficiently and effectively than conventional agencies can possibly provide. Services include: • Comprehensive Strategic Digital Marketing Solutions • Integrated Marketing Education • Quantitative and Qualitative Market Research • Branding and Corporate Identity • High Performance Value & Measurable Results
Conclusion No need to feel overwhelmed Social media creates measurable results The clock is ticking time to take action Disciplined approach is the way to go LinkedIn is a great tool Survey – (2) complimentary brand assessments • “As is” brand versus the "to be brand" with the corresponding: − Attributes. − Personalities. − Core values. − Brand essence.
Thank you! Thank you for the gift of your time today! Education & Value Are Our Best Marketing Tool. How can we help you?Marni BlythePartner at Front Row Communications • Please link in with me! • Linkedin.com/in/marniblythe • Twitter: marniblythenc • 646-413-4872