Twitter and Flickr shares only – not lights. Power of social media to spread an idea to AMPLIFY.
http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
That’s the large company view. But can be used by very small companies if they’re adding value.
This is permission marketing as from 1999. Still works – shows way to integrate. NOT a social outpost. Need to integrate
Cover social media listening tools in Step 3. For example, two of the brands I work with: Nokia and Puma use Radian 6.
From RuderFinn – a US based agency
Content is the fuel that feeds the fire – a combination – a bit like the Olympic flame – needs to keep burning. But need major campaigns and investment to cut-through.
Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!
Not sharing the love – sharing the hate
I HATE these expressions - I use them for humour mainly, but they ARE trends:http://www.forbes.com/sites/fredcavazza/2012/05/02/from-solomo-to-todaclo/
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
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
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
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
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
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
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