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Social Media Marketing Webinar
 

Social Media Marketing Webinar

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    Social Media Marketing Webinar Social Media Marketing Webinar Presentation Transcript

    • 20 How do you connect? 09 Webinar: Managing Online Communities July 28, 2009
    • Imagination Publishing   Founded in 1994, Chicago-based   55 full-time custom media and integrated marketing communications professionals   Award-winning, account-dedicated editors and designers   Turnkey services, print & digital media, community engagement, advertising sales, marketing, production & channel distribution experts, translations   Original, never re-purposed editorial 2
    • Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level: 3
    • AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level: 4
    • Print 5
    • Digital 6
    • Social Media Case Studies   Social Media Strategy   Content Distribution   Twitter/Facebook   Best Practices   Library Usage   Small Business Consultants Campaign Campaigns   Twitter/Facebook   External Listening/   External Seeding Seeding   PPC Campaigns 7   Community Management for Pillsbury & Betty Crocker   Two Blogs   External Listening   External Seeding   External Seeding   External Listening   Twitter/Facebook/Flickr   Brand Management
    • Associations & Community   #1 Reason to join: NETWORKING! 8
    • Social Media Landscape 9 Source: Gary Hayes & Laurel Papworth 2006
    • Why Manage a Community   No activity without activity   Need to listen and respond   Liability 10   User-generated content   Priorities and resources
    • Be Social   Practice “Power Friending”   Be where your members are   Join the conversation 11   Add value   Turn the bull horn toward you
    • What & Why 12
    • Engagement Strategy Distribution
 Content 13 ROI Awareness
 Reach

    • Sample Engagement Strategy – Content Outreach/Acquisition
 Social
Media
 Blogging
&
 Events
 Find,
Follow,
Listen,
 Marketing
 Microblogging 
 Learn,
Engage
 Viral
Awareness
 Guest/Featured
 Web
2.0
Features
 SEO
&

 Social
Media
Profiles
 Bloggers
 (Ratings
and
 Link
Building
 Comments)
 14
    • Content Plan   Content buckets   Extensions, Exclusives and Expansions to populate digital properties   Content and media types: text, rich media, audio, video   Calls for user-generated content 15   Frequency and timing
    • Best Practices   Content: Use high quality, targeted content that is varied and interesting to add value, engage users and create a connection between them and the brand.   Frequency: Establish a good frequency of updates, (too many = noise, too few = forgotten), with a casual yet informative tone that engages your core audience with content.   Integration: Leverage the traffic from multiple channels by 16 connecting multiple social platforms and a hub from the website to help funnel consumers throughout the network.
    • Marketing & Distribution Plan   Push/Pull with print, digital and event content   Consistent blogs/microblogs for timeliness and immediacy   User personas and user paths   Seed, moderate and generate conversations 17   Content tagging and linkbacks   Rewrite/edit existing content for maximum SEO
    • Sample Engagement Strategy – Distribution Push
Distribution
 Email
 Conferences
&

 Blogging
&
 Content
Seeding
 Social
Media
 Virtual
Events
 Microblogging
 &
Syndication
 Marketing
 Pull
Distribution
 Community
 Events
&

 Blogging
&
 SEO
&

 Social
Media
 Virtual
Events
 Microblogging
 Link
Building
 Marketing
 18 Managing
the
Change
 Targeted
print
 Targeted
Email
 Internal

 Press
Releases
 Social
Media
 mailing,
invitation
 invitation
 Marketing
and
 Marketing
 to
new
website
 Communication

    • Community Best Practices   Develop a Plan Frequency, Requirements, Content types, Success measures   Prepare Organization Communicate, Set policies, Rapid response planning   Integrate Leverage multi-channel content to drive activity, 19 align messaging   Identify Key Influencers Recruit members, evangelists   Grow & Maintain Engage community, Extend reach   Gather, Report & Act Information, Trends, Feedback
    • Outcomes   More activity   Responsiveness   SMM goals 20   Member benefit goals   Member intelligence
    • Measuring Success Qualitative   Measure reputation, conversations, customer relationships   Benchmarks: –  What is our product/industry social involvement? –  How are we currently talked about? Versus our competitors?   Measure Change: –  Appearing new places, in new ways? –  Moved from monologue to a meaningful dialogue with customers?   Find, follow, listen, learn and engage 21 Quantitative   Measure traffic, sales or SEO ranking   Membership, participation and engagement   Reach, response, brand awareness
    • Success Measures Awareness Metrics   Log ins   Visits and visitors   Social network mentions, views, seeding   Content share, print and bookmarks Engagement Metrics   Comments/discussions   Site duration   Downloads/postings 22   Searches Value Metrics   Business intelligence   Memberships   Event sign-ups
    • Sample ROI & Measurement Site
Metrics
 Visits/Visitors
 Site
Duration
 Trending
 Content
Views
 Content
Reach
 Email
 Print/Download
 RSS
&
Social
 Event
Registrations
 Bookmarks
 User
Engagement
 23 Email
Questions
&
 Comments

 Community
 Polls
&
Surveys
 Requests
 &
Ratings 
 Involvement
 Business
Intelligence
 User‐generated
 Social
Media
Monitoring
 Community
Activity
 Brand
Value

 Content
 &
Equity

    • Management Imperatives   Transformation to a bottom-up culture requires support from the top   The best uses come from users—but they need help to scale   What’s in the workflow is what gets used   Appeal to participants’ egos and needs   The right solution comes from the right participants   Balance the top-down and self-management of risk 24   Leverage partnerships to extend reach, share content and drive conversation
    • How do you connect? Rebecca Rolfes EVP, Association Growth Partners (a division of Imagination Publishing) 600 West Fulton Street, Suite 600 Chicago, IL 60661 (312) 887-1000 ext. 113 rrolfes@imaginepub.com