SOCIAL MEDIA 303.1         Presented by Frankie Cervantes                           04/29/2011
SOCIAL MEDIA IS...   ❖A broad range of online networks that allows users to share    information   ❖It allows the same use...
SOCIAL MEDIA PLANNING (P)    Social Media planning includes being able to understand:          •HOW are they engaging?    ...
WHAT MAKES A SUCCESSFUL B2B MARKETING CAMPAIGN?                           •       Produces viable, high-quality, qualified ...
GETTING STARTED? EYES.BIG BROWSER SEARCH                         •   MONITOR                             Competitors      ...
LISTEN FIRST. EARS.                •   Competitors                •   Mentions                •   Active users            ...
SPEAKING TO YOUR AUDIENCE                •   Communicate                •   Consistency                •   Channels       ...
#SM SUCCESS              B2B Marketing Campaign              Produces viable, high-              quality, qualified leads  ...
WHAT CAN WE DO BETTER?                         B2B Marketing Campaign                         Produces viable, high-      ...
FACTION MEDIA SM AUDIT     Industry Overview – Direct, Channel, End-user     o Audience analysis          Identifying segm...
SOCIAL MEDIA ROI - IAB                   I = intent. No social media activity should take place unless you have a firm inte...
Upcoming SlideShare
Loading in …5
×

Social Media 303.1

369 views
350 views

Published on

Faction Media April 2011
Lunch and Learn with Frankie Cervantes
Social Media 303.1

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
369
On SlideShare
0
From Embeds
0
Number of Embeds
30
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Social Media 303.1

    1. 1. SOCIAL MEDIA 303.1 Presented by Frankie Cervantes 04/29/2011
    2. 2. SOCIAL MEDIA IS... ❖A broad range of online networks that allows users to share information ❖It allows the same users to create, distribute and publish their own content in real-time (User-Generated Content) ❖Social Media can empower awareness through the direct mechanisms of connecting people that are decision-makers and influencers within an industry Social
Media
(sharing
content)
vs.
 Social
Networking
(community)
    3. 3. SOCIAL MEDIA PLANNING (P) Social Media planning includes being able to understand: •HOW are they engaging? •WHEN are they talking? •WHO are they talking to? (influencers) •WHERE are they sharing content? •WHAT is your focus? •WHY is it important?
    4. 4. WHAT MAKES A SUCCESSFUL B2B MARKETING CAMPAIGN? • Produces viable, high-quality, qualified leads • Easy to replicate • Increases company credibility • Hits targets from multiple angles • Consistent or added brand messaging • Increase awareness • Increase number of “touches” • ROI APPROACH = Strategy, Print, Interactive and Human Touch Sources: Wendy Brache, B2B High Tech Content Specialist & Identity Studios - Scottsdale, AZ 4
    5. 5. GETTING STARTED? EYES.BIG BROWSER SEARCH • MONITOR Competitors Vendors Media Blogs Peers • HOW and WHERE? Free Tools Social Mention 48‘ers Addict-o-Matic Guzzle MonitorThis Paid Tools Social Media Monitoring Radian6 Social Report Spiral16 5
    6. 6. LISTEN FIRST. EARS. • Competitors • Mentions • Active users • Influencers • Followers • Trends • Sentiment • Tonality • Strengths • Opportunities • Weaknesses • Threats 6
    7. 7. SPEAKING TO YOUR AUDIENCE • Communicate • Consistency • Channels • Share Content • Create Content 7
    8. 8. #SM SUCCESS B2B Marketing Campaign Produces viable, high- quality, qualified leads Easy to replicate Increases company credibility Hits targets from multiple angles Consistent or added brand messaging Increase awareness Increase number of “touches” 8
    9. 9. WHAT CAN WE DO BETTER? B2B Marketing Campaign Produces viable, high- quality, qualified leads Easy to replicate Increases company credibility Hits targets from multiple angles Consistent or added brand messaging Increase awareness Increase number of “touches” 9
    10. 10. FACTION MEDIA SM AUDIT Industry Overview – Direct, Channel, End-user o Audience analysis Identifying segmenting the audience Networking channels Total engagement o Competitor analysis Identifying segmenting the audience Networking channels Total engagement • Overall engagement (SWOT) o Strengths o Weaknesses o Opportunities o Threats • Social Media Best Practice Recommendations Core Deliverables: o Developing a Social Media roadmap o Building your brands equity o Understanding the value of Social Media – Evaluate, test and measure new opportunities ROI and setting analytics o Initial recommendations for policy and guidelines 10
    11. 11. SOCIAL MEDIA ROI - IAB I = intent. No social media activity should take place unless you have a firm intent, or set of objectives, to determine which key performance indicators (KPIs) are most relevant to measure success. A = awareness, appreciation, action, advocacy. These are the 4 main areas within which you can set your KPIs, after your intent has been agreed. Which KPIs you choose to apply will vary according to the intent you define, the platform you’re using, the tracking you have in place and the internal expectations of various stakeholders and whether they demand hard financials as well as soft metrics. B = benchmark. Using the framework to create benchmarks based on your own activity, that of your immediate competitors and industry averages, you will be able to evaluate realistic success in a more consistent way, and provide a basis for future planning.Source: IAB Social Media Council 11

    ×