Social Media and Your Marketing Mix

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No good marketing program is complete until you've included the social media element. Learn from one of the nation’s leading social media experts about what’s working, who’s creating influence and how you can incorporate social int your marketing mix. Presented by Angela Connor at MarketingEDGE 2013 in Houston, TX.

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Social Media and Your Marketing Mix

  1. 1. Social Media and Your Marketing Mix Angela Connor, SVP; Group Director - Media October 22, 2013 MarketingEDGE 2013 #CapstratSocial
  2. 2. WHAT TO EXPECT I pledge to be: • • • • • • Candid Insightful Passionate Helpful Funny Enlightening AngelaConnor.com aconnor@capstrat.com Angela Connor @communitygirl #capstratsocial 2 © 2013 Capstrat LLC. All Rights Reserved.
  3. 3. What I’ll Share Today AGENDA TOPIC TIME Audience-first marketing strategy 10 minutes Finding your target audience 15 minutes Incorporating social media into the mix 10 minutes Building an analytics framework Guiding principles for brands today 10 minutes Discussion/Q&A 10 minutes Angela Connor @communitygirl #capstratsocial 3 © 2013 Capstrat LLC. All Rights Reserved.
  4. 4. My Favorite Quote about Change In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. -Eric Hoffer Angela Connor @communitygirl #capstratsocial 4 © 2013 Capstrat LLC. All Rights Reserved.
  5. 5. Social is augmenting every communications touch point in every company. Angela Connor @communitygirl #capstratsocial 5 © 2013 Capstrat LLC. All Rights Reserved.
  6. 6. The “Audience-first” Marketing Strategy Angela Connor @communitygirl #capstratsocial © 2013 Capstrat, LLC. All Rights Reserved.
  7. 7. Cool, Unique Ideas Link: http://www.buzzfeed.com/clockmode Angela Connor @communitygirl #capstratsocial © 2013 Capstrat, LLC. All Rights Reserved.
  8. 8. Media Usage – Omnichannel Consumers Angela Connor @communitygirl #capstratsocial 8 © 2013 Capstrat LLC. All Rights Reserved.
  9. 9. Audience-first Marketing Strategy Nine out of 10 searches result in action. 59% of people who search for a local store will actually visit. Angela Connor @communitygirl #capstratsocial 9 © 2013 Capstrat LLC. All Rights Reserved.
  10. 10. Angela Connor @communitygirl #capstratsocial 10 © 2013 Capstrat LLC. All Rights Reserved.
  11. 11. Don’t be so strategy-oriented that you ignore what needs to be done. 11 © 2013 Capstrat LLC. All Rights Reserved.
  12. 12. Case Study: Blue Cross and Blue Shield of North Carolina Angela Connor @communitygirl #capstratsocial 12 © 2013 Capstrat LLC. All Rights Reserved.
  13. 13. Case Study: Blue Cross and Blue Shield of North Carolina Angela Connor @communitygirl #capstratsocial 13 © 2013 Capstrat LLC. All Rights Reserved.
  14. 14. Case Study: Blue Cross and Blue Shield of North Carolina Angela Connor @communitygirl #capstratsocial 14 © 2013 Capstrat LLC. All Rights Reserved.
  15. 15. Case Study: Blue Cross and Blue Shield of North Carolina Angela Connor @communitygirl #capstratsocial 15 © 2013 Capstrat LLC. All Rights Reserved.
  16. 16. Case Study: Blue Cross and Blue Shield of North Carolina 8,703 1,605 1,726 6 million LIKES SHARES COMMENTS REACHED 104,649 693 389 974 CLICKS RETWEETS REPLIES HASHTAGS Angela Connor @communitygirl #capstratsocial 16 © 2013 Capstrat LLC. All Rights Reserved.
  17. 17. Angela Connor @communitygirl #capstratsocial 17 © 2013 Capstrat LLC. All Rights Reserved.
  18. 18. Finding your Target Audience One out of every seven minutes spent online is spent on Facebook. 23% of Facebook users check their newsfeed more than 5 times per day. 2.1 billion search queries are conducted on Twitter every day. That’s almost half as many as performed on Google. 1,370 company pages are added to LinkedIn every day. Facebook and Twitter traffic peaks in the afternoon. 200 million hours of video are watched on YouTube every day. 10 million presentations have been uploaded to Slideshare. Angela Connor @communitygirl #capstratsocial 18 © 2013 Capstrat LLC. All Rights Reserved.
  19. 19. Angela Connor @communitygirl #capstratsocial © 2013 Capstrat, LLC. All Rights Reserved.
  20. 20. Finding Your Target Audience Angela Connor @communitygirl #capstratsocial 20 © 2013 Capstrat LLC. All Rights Reserved.
  21. 21. Finding Your Target Audience By title By actions - who they follow - retweet - favorite By interests Through hashtags Through competitors Angela Connor @communitygirl #capstratsocial 21 © 2013 Capstrat LLC. All Rights Reserved.
  22. 22. Finding your Target Audience Angela Connor @communitygirl #capstratsocial 22 © 2013 Capstrat LLC. All Rights Reserved.
  23. 23. Finding your Target Audience Angela Connor @communitygirl #capstratsocial 23 © 2013 Capstrat LLC. All Rights Reserved.
  24. 24. Find relevant hashtags #HR #Tchat #leadership #FF #HFchat #dthr #Diversity #SHRM #jobs #CES #job #business Angela Connor #leadfromwithin #TNLive #in #healthcare #HRTechChat #HRtech #management #recruiting #USGuys #career #NextChat @communitygirl #capstratsocial 24 © 2013 Capstrat LLC. All Rights Reserved.
  25. 25. Finding your Target Audience Angela Connor @communitygirl #capstratsocial 25 © 2013 Capstrat LLC. All Rights Reserved.
  26. 26. Finding your Target Audience - Teens #threewordstoliveby #love #me #cute #eyes #nice #tbt #throwbackthursday Angela Connor #nosleep #bringitback #graphingcalculatorproble ms #twothingsthatdontmixwell @communitygirl #capstratsocial 26 © 2013 Capstrat LLC. All Rights Reserved.
  27. 27. Finding your Target Audience • By interests, age, demographic location, education and workplace • By the pages and brands they “like” • Through competitors • Through advertising Angela Connor @communitygirl #capstratsocial 27 © 2013 Capstrat LLC. All Rights Reserved.
  28. 28. Finding your Target Audience Angela Connor @communitygirl #capstratsocial 28 © 2013 Capstrat LLC. All Rights Reserved.
  29. 29. Case Study: Deloitte Analytics Angela Connor @communitygirl #capstratsocial 29 © 2013 Capstrat LLC. All Rights Reserved.
  30. 30. Case Study: Deloitte Analytics LinkedIn advertising targets for The insight economy: Big data matters – except when it doesn’t mini-book: • C-level executives • Management title and above in banking, retail, insurance, federal and consumer products • People with research job function correlating to Analytics positions and Analytics group members Angela Connor @communitygirl #capstratsocial 30 © 2013 Capstrat LLC. All Rights Reserved.
  31. 31. Case Study: Deloitte Analytics Total spend: $36,000 Impressions: 1.7 million Clicks: 1,856 Click-through rate: 0.11% Poll votes: 830 Big Data Interactive Infographic Angela Connor @communitygirl #capstratsocial 31 © 2013 Capstrat LLC. All Rights Reserved.
  32. 32. Case Study: Allianz USA Angela Connor @communitygirl #capstratsocial 32 © 2013 Capstrat LLC. All Rights Reserved.
  33. 33. Case Study: Allianz USA Angela Connor @communitygirl #capstratsocial 33 © 2013 Capstrat LLC. All Rights Reserved.
  34. 34. Guiding Principles for Marketers and Brands Today Become a master at finding your audience on social media. Don’t be a naysayer. Don’t add on. Integrate. Don’t Check the box. Try things that scare you. Test and Learn. Adjust your beliefs on how to use media for brand building. Measure what matters. Angela Connor @communitygirl #capstratsocial 34 © 2013 Capstrat LLC. All Rights Reserved.
  35. 35. Case Study: Carolina Biological Supply Company Angela Connor @communitygirl #capstratsocial 35 © 2013 Capstrat LLC. All Rights Reserved.
  36. 36. Angela Connor @communitygirl #capstratsocial 36 © 2013 Capstrat LLC. All Rights Reserved.
  37. 37. Case Study: Building an Analytics Framework Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Increase followers on Twitter Expand reach on Facebook to connect with teachers unable to attend the conference Angela Connor @communitygirl #capstratsocial 37 © 2013 Capstrat LLC. All Rights Reserved.
  38. 38. Case Study: Building an Analytics Framework Goal Key Metric Key Target 8-Week Average 6 favorites, retweets and mentions Final Status Drive Twitter favorites, engagement retweets and on Twitter mentions 65 favorites, retweets and mentions from April 10-15 Increase followers on Twitter 60 new followers 10 new from March 29 to followers April 22 60 new followers (baseline: 701) 175 new fans from April 4-15 627 new fans (baseline: 8,050) 5,503 average reach New Twitter followers Expand New Fans reach on Facebook to connect with Facebook Post teachers Reach unable to attend the conference Angela Connor 71 new fans Average of 1,750 1,260 average reached for all reach posts. @communitygirl 52 favorites, retweets and mentions #capstratsocial 38 © 2013 Capstrat LLC. All Rights Reserved.
  39. 39. Case Study: Building an Analytics Framework Angela Connor @communitygirl #capstratsocial 39 © 2013 Capstrat LLC. All Rights Reserved.
  40. 40. Key Takeaways • You should be looking for ways to amplify your messaging and get more out of marketing dollars. • Align goals with business objectives. • Select platforms based on your goals and your AUDIENCE. • Remember, B2B targets are still consumers. • Once you find your audience, engage. • Measure what matters Angela Connor @communitygirl #capstratsocial 40 © 2013 Capstrat LLC. All Rights Reserved.
  41. 41. Free monitoring and search tools Search.twitter.com: Twitter’s advanced search feature filters tweets by words, people, places, and sentiment. Addictomatic: With Addictomatic, you can create a tracking page that pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr, Digg, and more. Twazzup: Twazzup creates a dashboard to track keywords on Twitter by link popularity, contributors, influence, tag clouds, and users. Social Mention: Through Social Mention, you can search keywords across multiple platforms and filter by top keywords, users, hashtags, rankings, and sentiment. Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter, Facebook, LinkedIn, Foursquare, MySpace, and WordPress. Followerwonk and Tweetadder: Allow you to search bios and content on Twitter. Angela Connor @communitygirl #capstratsocial 41 © 2013 Capstrat LLC. All Rights Reserved.
  42. 42. Thank You #ME2013! Angela Connor SVP, Group Director aconnor@capstrat.com 919-573-6307 AngelaConnor.com LinkedIn.com/angelaconnor Angela Connor @communitygirl #capstratsocial 42 © 2013 Capstrat LLC. All Rights Reserved.

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