Fredrik Abildtrup<br />CEO @ TeleFaction<br /><br /><br />skype: fr...
Paid, Owned & Earned Media<br />Source: Forrester Research Inc.<br />
Setting the Scene<br />Do youknowyourfollowers/fans?<br />What do theylike, dislike?<br />Whatmakesthemuncertain?<br />
Why it is cool knowing<br />Whenyouknowyouraudience it becomeseasy to:<br />Deliver whattheywant<br />Whentheywant, and<br...
Benefit #1 - Focus<br />
Benefit #2 - Engagewith youraudience<br />
Benefit #3 - Knowtheirslang<br />
Benefit #4 – Get to understand<br />
Benefit #5 - Become the expert<br />
Ideas as to how – 1 step!<br />Createa strongheadlinethatwillattractthe attentionof youridealcrowd.<br />
Use Social Media to Promote Your Survey<br />Post under Network Activity, Groups, and under Answers<br />
Twitter / Facebook<br />Createexcitement for yoursurvey and ask yourcrowd to retweet<br />Post a message to your profile a...
Use the power<br />Now thatyouknowwhattheywant<br />Give it to them!<br />Get to be the expert and go-to source<br />
Contact us<br />Fredrik Abildtrup<br /><br /><br />Blog:<br...
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Using surveys to power your social media campaigns


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When you talk about the topics that your audience is looking for, you cannot lose! By creating the content they ask for, or answering the questions they have answers for you are engaging with them on a level that makes you instantly an expert as you have the answers they are seeking. This allows you to also build up trust and engagement as you build value and insight into the communications you produce.

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  • With the rise of social media, the importance of knowing your audience has taken center stage. When you listen to your audience, your one-on-one engagement on social sites becomes effortless and ultimately you are able to deliver exactly what they want, when they want it. The real-time element of social media makes this possible. With simple online surveys you can take your social media program to an entirely new level.
  • The terms &quot;earned, owned and paid (aka bought) media&quot; have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today. Talkabouttable.Ultimately these types of media work best together but making the hard choices of what to include and what not to include is crucial - especially when budgets are tight.Create a solar system of owned media. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook fan page or Twitter account). Owned media creates brand portability. Now you can extend your brand&apos;s presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. In a recession in which marketing budgets are being cut by 20%, the ability to communicate directly with consumers who want to engage with your brand through long-term relationships can be invaluable.  Recognize that earned media is a result of brand behavior. &quot;Earned media&quot; is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing.Your paid media is not dead, but it is evolving into a catalyst. Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key periods to drive more engagement(e.g. Q4 holidays).
  • How well do you really know your audience? Do you know their likes, dislikes, needs, fears, wants, and challenges? Getting to know and understand your customers and prospects is the key to growing your business.
  • Knowing your audience allows you to stop spending time on things that don’t interest them, and focus more of your energies on creating content you know will instantly resonate. Content created with your audience in mind will drive more traffic to your blog and increase activity on your social sites.
  • Your ideal audience likely has similar uncertainties, challenges and fears.  When you understand their fears, you can break down their barriers by confronting their concerns head-on with solid solutions to support their needs.  You can move past their uncertainties if you know what they are.
  • When you learn more about your audience, you will learn the trigger words, phrases and questions to use to increase your overall engagement with your customers and prospects.  When you learn your audience’s communication style, you become someone they can relate to.
  • If you take the time to listen to your audience, you will start to understand what makes them tick.  The more you empathize with your audience, the more you can respond to their needs.
  • When you take the time to understand your audience, you can become the “go-to source” by delivering the content they’ve asked for.  Your knowledge and delivery of the content positions you as the expert.
  • When creating your online survey, the most important element is the questions themselves. Before you craft your questions, decide on the overall goal for your survey.  What information do you need to know in order to build stronger relationships and support your customers at a higher level?Remember this:  The shorter your survey, the more responses you’ll get. Try to keep your survey short, while still achieving your desired outcome.What type of business are you in?  Are you in business for yourself or do you work for a company?How do you spend your time online?What blogs do you read most often?How much time do you spend on email per day?What frustrates you the most about [insert your niche here]?What are your main goals for [insert your niche here]?What type of training would support you in [insert your niche here]?What strategies have you already tried in this area?What have you tried so far that hasn’t worked for you?What other training or coaching programs have you tried so far in [niche]?What’s your biggest fear or concern when it comes to [insert a challenge here related to your niche]?What would you be willing to do to solve your challenge or reach the outcome you want?If you could have one question answered about [insert a challenge here related to your niche], what would it be?When shopping for [insert product or service], where do you tend to look first? (Here you could give a drop-down menu with options to choose from.)What do you consider the top three websites in [insert your niche here]. (This question will help identify your competitors.)How often do you currently use [list tools or resources related to your niche]?
  • Once you’ve created your survey, you have many options to get your survey out to as many people as possible. Before you start sending out your survey, first decide if you want to gather a large number of responses or if you want to narrow your reach to a specific group of people.The more responses the better; however, if people outside of your ideal audience are taking your survey, you might not get the information you’re after.  So be clear on your ideal respondents and be strategic in going after them.LinkedIn: There are two great places to post your survey on LinkedIn.  The first is the “Network Activity” box on the main page of your LinkedIn profile.The second place to post your survey link is the “Answers” section. (You can find the “Answers” section in the “More” drop-down menu on the top of your LinkedIn profile page.)  In order to reach a large audience, I suggest you use both areas to post your survey.
  • Twitter: Twitter is a fantastic way to create buzz for your survey.  To get even more traction, you can ask others to retweet your survey link.  Here are two example tweets for a survey.You can test out a few different survey tweets if you run your survey for a few days.  I suggest you experiment with headlines by tracking the clicks via your shortened survey links. Keep testing new headlines until you find one that elicits a lot of click activity.FacebookPost a message on your profile and your page.  Create a strong headline that will attract the attention of your ideal audience.  Make sure to click the “Like” button after you post because this will allow it to go viral faster.Your Blog/Website: When people visit your blog, you can create a pop-up to invite visitors to take your survey or you can create a static box that includes a link to your survey.  Make sure to place the box above the fold and in a highly visible spot so viewers can easily find it.Offer a gift in exchange: If appropriate to your outcomes, offer a gift for completing your survey.  You could hold a contest for a free gadget or perhaps a free consultation with each completion (depending on the size of your reach).  Think of something your audience would find valuable and build a giveaway strategy around that.
  • Once you’ve taken the time to ask your audience what they really need and want, you now have a huge advantage over your competitors.  When it comes to social media, there are key areas where deeper knowledge of your customers and prospects will be extremely useful.There is always a lot of talk about the importance of engagement on social sites, especially on Facebook pages.  Imagine if you knew firsthand the topics your audience liked to talk about the most?  What if you knew the blog sites where they get most of their information?  You could use this insight to craft posts that will grab the attention of your followers and start conversations.  When you talk about the topics they’re most interested in, you can’t lose.Now that you know what your audience wants most, give it to them!  Create questions based on their feedback and then create blog posts or short videos to answer those questions.  You will instantly become an expert because you have the answers they’re seeking.  This strategy also builds trust and affinity because you are adding value and insight.If you take the time to ask your clients what they really want, you will be able to catapult your social media presence by communicating and delivering value at a higher level than most others in your niche. There is much you can do with this valuable information, so I encourage you to take the time and create a survey for your own business.  You will likely be pleasantly surprised at what you find out.
  • Using surveys to power your social media campaigns

    1. 1. Fredrik Abildtrup<br />CEO @ TeleFaction<br /><br /><br />skype: fredrik_abildtrup<br />Using surveys to power yoursocial media campaigns<br />
    2. 2. Paid, Owned & Earned Media<br />Source: Forrester Research Inc.<br />
    3. 3. Setting the Scene<br />Do youknowyourfollowers/fans?<br />What do theylike, dislike?<br />Whatmakesthemuncertain?<br />
    4. 4. Why it is cool knowing<br />Whenyouknowyouraudience it becomeseasy to:<br />Deliver whattheywant<br />Whentheywant, and<br />How theywant it<br />Whenknowingyour<br />audienceyou<br />powerboost<br />yoursocial <br />mediaprogram<br />
    5. 5. Benefit #1 - Focus<br />
    6. 6. Benefit #2 - Engagewith youraudience<br />
    7. 7. Benefit #3 - Knowtheirslang<br />
    8. 8. Benefit #4 – Get to understand<br />
    9. 9. Benefit #5 - Become the expert<br />
    10. 10. Ideas as to how – 1 step!<br />Createa strongheadlinethatwillattractthe attentionof youridealcrowd.<br />
    11. 11. Use Social Media to Promote Your Survey<br />Post under Network Activity, Groups, and under Answers<br />
    12. 12. Twitter / Facebook<br />Createexcitement for yoursurvey and ask yourcrowd to retweet<br />Post a message to your profile and your page.<br />
    13. 13. Use the power<br />Now thatyouknowwhattheywant<br />Give it to them!<br />Get to be the expert and go-to source<br />
    14. 14. Contact us<br />Fredrik Abildtrup<br /><br /><br />Blog:<br />LinkedIn:<br />Twitter: @telefaction<br />