Building and managing a successful social media marketing team and program sacramento bee - kunkenPresentation Transcript
Building and Managing aSuccessful Social Media MarketingTeam and Program
Where are we with social? • Retailers are becoming our competitors • Businesses are data savvy • “Expert” agencies springing up everyday
Retailers Routing Around Media –Digital and Social Connections
Facebook plans to offer real-timePage Insights for brands• The ability to quickly adjust brandpages on Facebook is key tomaximizing user engagement andresponse.• … will soon introduce a real-timeversion of Page Insights … theunderlying meaning of metrics arechanged. ... The data itselfbecomes a form of analysis• Facebook will work on ways tomeasure how paid campaignsaffect user interaction with brandpagesAdvertising Age (3/15)
We have issues… • Systems • Tracking • Business model • Cultural
Key Points … • Realize Big Data will win • Individual level tracking for digital products • 360 degree profile of individuals • ID Influencer segments • Engage visitors based on what we know
ID the InfluencerHarness Engagement is Crucial
Inhibitors to success • #1 current company culture • Competing initiatives • Lack of real-time cross-platform tracking/reporting system of individual data • Shift to digital first operations
Brands need a real face and voice forconsumers to engage with In order for us to leverage opportunities of big data, we need to improve capabilites to: • collect customer data from variety of souces, including real-time data • link that data to metrics developed for measuring ROI • share that data across the organization • link datasets together at the customer level (household and person wherever possible) • utilize this shared data to effectively target and personalize efforts • Data management policy front and center as policy – capitalize on the “trust” in and treatment from our brand
How Long Have You Been Involved inSocial Media Marketing? How Long Has Your Company Been Doing Social Media? 31% 22% Just getting started Just a few months 43% A few years
Questions to ponder…• Why are we engaging in social media?• Who should be part of our social media team?• Where should we focus our efforts?• What social media content should we monitor and create?• How should we produce content?• How do we coordinate efforts across the organization?• When and how often do we produce content?• How do we measure our success?• How do we monetize social media?
Why are we engaged in social media?• Because everyone’s doing it!• Brand awareness• Building lists, gaining followers or fans• Increasing revenue?• Communicate more effectively with members• Learn about public perception of our products• What are our goals?• How do these vary by department?
Client Focused Entrepreneurial PassionatePionneeringTechnology Now you can have it all. Global. Local. Social. www.emailvision.com