Social media marketing strategy

7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeyDownload deck and free EbookSmartInsights.com/tfma2012 1 Intermission

Hello! About Dave ChaffeyOnline publisher: Books:Marketing advice& consultingSmartInsights.com Qualifications:Search & Cert DigM and Dip DigMconversionconsultingClickthrough-marketing.com Best practice guides 2007-2010: 2

Source: Business Insider 4

Source: Smart Insights – Burberry case 5

Social by Design? Is Your MarketingSource: http://developers.facebook.com/socialdesign/ 6

STEP 1BENCHMARK AND SET GOALS 9

Questions to ask BEFORE setting objectives for digital platformsHow much is enough / too much? 1. What proportion of your target audience are using different digital platforms? 2. Which content and promotions are your audience interested in? What do they post/ask? 3. How are competitors using the platforms – benchmark what’s working for them? 4. Reviewing your own analytics, sales and customers insights 5. Setting broad goals and vision for the organisation 6. Getting more specific with SMART objectives 10

+ will share“...the [potential] customer needs evidence thatwe understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe - Content Marketing Institute 11

Segmenting your social audiencehttp://www.forrester.com/empowered/tool_consumer.html 12

http://www.intentindex.com/mobile 13

Setting SMART goals for social media  Strategic measures  Increase brand equity : CSAT  Improve reach and so leads and sales  Tactical measures  Share of voice, sentiment  Operational measures  Fans, Followers, Shares, Contribution  Site referred visits, leads and salesSource: Altimeter 15

Use Google Analyticsto understand true value Measuring assists in Google Analytics 1 16 Google’s new social analytics 6

Example:KPIs in place 17

STEP 2CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 18

19 19Source: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires

Expanding your digital footprint! 20

“Mapping Interactive brand ecosystems” FROM THIS TO THIS Source Nate Elliot, Analyst at Forrester Research 21

Making the 3 layers work together Transaction Interaction Reach layer layer layer Source Nate Elliot, Analyst at Forrester Research 22

Content hub example 23

Integrated social campaigns http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/ 24

“Personalities, not brands engage best in social media… what is your brand personality?” Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. 25

The heart of your digital marketing strategy 28

Define your core activities for social media  1 Managing reputation  2 Delivering customer service  3 Acquiring new customers  4 Increasing sales from existing customers  5 Increasing engagement with your brand by adding value to customers  6 Harnessing insights to develop the brand3-5 should run on a continuous AND campaign basisThey require a content AND communications strategy 30

STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 31

2 types of listening Social monitoring Social Research  “Tracking online brand  “Analyzing naturally occurring mentions on a daily basis for online categories of PR, brand protection, conversation to better operations and customer understand why people do service outreach & what they do, the role of engagement”. brands in their lives and the product, branding and Tom O’Brien & David Rabjohns Motive Quest communications implications Listen First blog for brand owners”.For initial discovery phase - setup listening for mentions of:* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers Our listening tools: Smart Insights - Listening Tools Review 32

Q. How do we respond? Dell social listening/response process 34 See Social Governance Policies site

http://www.lab.firstdirect.com/ 35

…and “crowdsourcing”structured social research 36

www.getpebble.com 37

Half-lives Twitter = 2.8 hours Facebook = 3.2 hours Direct sources (Email or IM) it’s 3.4 hoursSTEPS 4 and 5CONTENT and E-COMMUNICATIONS STRATEGYSource: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm 38

Which content engages for you? Information and news  Promotions  Links to blog posts  Sweepstakes  Yours AND Others  (Contribute to win)  Free downloads  New product info  Zeitgeist  Product discounts  Questions  Live events  Customer service Q&A  Product reviews  Polls/surveys  Video 40

What works for Eloqua (B2B) Eloqua Facebook approach 41

42 4 2

social media hub Creating a Note: sharing shouldn’t be totally automated:You can’t automate human, social interactions. 43

Get into a rhythm…Download “Building your Business with Facebook Pages” 44

Use a “conversational calendar”Download “Building your Business with Facebook Pages” 45

Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 46

 REACHOutreach! Collaborate with partners and influencers to maximise impact of social media 47

STEP 6Define approaches for core social networks 48

CIM Social media benchmark Feb 2012 50

Smart Insights: Marie Page on Vets Now 52

9 tips on the new Facebook Timeline 53

Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help othersView case study 54

56Source: Social Bakers

STEP 7Social media optimisation (SMO) and analytics 59

 1 Liking more:  Sign-up page optimisation SMO Summary 2 Sharing more  Blog integration  Mastering the APIs 3 Engaging more:  Reading more  Commenting more 4 Selling more  Site integration  Offer testing 5 Serving more  Service response  Reputation response 60

Your views on Google+ ? 61

Google+ matters (to SEO) 63

The Not So Niche Networks… 64

MckKay case study 65

“Pinterest drives more revenue than Facebook”Details: http://pinterest.com/pin/33073378483801904/ 66

From “SoLoMo” to “ToDaClo”? SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud 67

Source: Placecast 68

Apps matter Source: Flurry 69

A glimpse of the future Rue La La (Flash Sales)April 14th 2012 53% mobile(Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetRetailer.com 70

Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Bloguk.linkedin.com/in/davechaffey  www.smartinsights.com/blog  Feeds  www.feedburner.com/smartinsi ghtsfacebook.com/smartinsights  Enewsletter  www.smartinsights.comtwitter.com/smartinsights 71

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Social media marketing strategy

by Dave Chaffey

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