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Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
Flightpath social-media-trends-and-best-practices-spring-2011
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Flightpath social-media-trends-and-best-practices-spring-2011

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Digital Marketing Agency Flightpath shares our 2011 Social Media Trends and Best Practices. Includes current social landscape as well as critical campaign components for success. For more information …

Digital Marketing Agency Flightpath shares our 2011 Social Media Trends and Best Practices. Includes current social landscape as well as critical campaign components for success. For more information visit our website at www.flightpath.com

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  • 1. SOCIALMEDIAMARKETING2011 Trends& Best Practices
  • 2. PART 1: SOCIALMEDIA TODAY 2
  • 3. WHAT IS SOCIAL MEDIA? Online content created by people using highly accessible publishing technologies A shift in how people discover, read and share news, information and content A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) The democratization of information, transforming people from content readers into publishers 3
  • 4. FACEBOOK THE JUGGERNAUT ROLLS ONFacebook use in the US will continue on a solidgrowth track over the next three years, as the sitecements its place at the epicenter of internetactivity. As more users of all ages flock toFacebook, marketers will are finding newopportunities to tap into an engaged,demographically diverse audience.Coming growth will be driven primarily by increasedFacebook use among older boomers and seniors.At the same time, teens and young adults willcontinue to form the core of Facebook’s audience,with penetration rates among these groups rangingfrom 80% to 89% of internet users by 2013. 4
  • 5. WHAT BRAND MARKETERS EXPECT FROM SOCIAL MEDIA FOLLOWERS How much is a brand fan worth?According to a July 2010 survey of social mediamarketers, the most valuable aspects of socialmedia brand fans go beyond anything with animmediate monetary value. Increased short-term and long-term spend on the brand were the bottom two results. At the top of the list were the fan’s value as a source of insight and increased loyalty overall. Advocacy and engagement were also important to at least three-quarters of respondents. 5
  • 6. SOCIAL NETWORK BRAND INTERACTIONS People "like" a brand page 50 million times a day! Consumers do pay attention to brands and they value positive interactions with companies. Social sharing is the new norm. Social network friends can be influential sources of product information, but they are a long way from replacing search. Coupons and sales still drive interaction. 6
  • 7. A COST EFFECTIVE CHANNELSocial media provides an opportunity forbrands to cost-effectively interact regularly withcustomers, prospects, advocates and others. Facebook and Twitter relationships enable daily(!) interactions, compared to short- shelf-life print ads or unread emails. Facebook and Twitter yield high quality experiences. -- Consumers are seeing brand messages in the context of other things they love and care about. 7
  • 8. INTEGRATED EFFORTS DELIVER RESULTSUnica’s Q4 2010 survey of marketers in Europeand North America found that social sharing links inemails and web offers were the best-integratedsocial media marketing tactic, with 62% ofrespondents saying the sharing links were run aspart of integrated campaigns.A majority of respondents were also integratingapplications and widgets, social media advertisingand location-based games into the rest of theirefforts. 8
  • 9. TWITTER USERS: A VOCAL MAJORITY eMarketer estimates that 8.7% of the US population will use Twitter in 2011. Among adult social network users, 14.4% accessed Twitter in 2010. According to a Pew Internet and American Life Project study, Twitter users aren’t kids or teens, but they tend to be young—twice as many respondents in the 18-to-29 age group used Twitter in November 2010 compared to the 30-to-49 group. Rather than a destination, Twitter is a communications tool with a high drop-off rate. Still, as avenue for connecting with customers or providing thought leadership, without actively selling, Twitter has enormous potential. 9
  • 10. RESOURCESThere are many great resources to learn about newsand innovations in social media marketing.Top sites include: Mashable  ScottMonty.com Social Media Today  BrianSolis.com eMarketer  Social Media Examiner AdAge Digital  TechCrunch ChrisBrogan.com 10
  • 11. PART 2: SOCIAL MEDIAMARKETINGMECHANICS 11
  • 12. RECOMMENDED APPROACH Website Unified content/messaging Mobile strategy Multiple touch points including website, mobile, social media and search engine marketing Ongoing campaign refinement, optimization and measurement PPC Search Engine Marketing Social Media 12
  • 13. 3 PILLARS Owned Media: Things you directly influence (i.e. Owned Paid corporate website, in-clinic Media Media collateral, etc) Paid Media: Traditional advertising (online, print, tv, etc) in support of campaign Earned Media: The mentions, impressions and Earned shares accrued via social Media media and consumer endorsements 13
  • 14. POSTFlightpath’s social mediamarketing practice utilizes thePOST methodology ofForrester’s Charlene Li and JoshBernoff People Who are your customers and what are they ready for? Objectives What do you want to achieve? Strategy How do you want relationships with customers to change? Technology Choice of blogs, social networks, wikis, etc. 14
  • 15. SUCCESS FACTORS Transparency Honesty RelevanceInfrastructure (staffing, content, resources) Monitor, measure,test and optimize for maximum results 15
  • 16. TACTICALTOUCHSTONESBe creativeRide big ideasLeverage the power ofestablished influencersProvide/exchange real valueIncentivize participationNever stop listeningLearn from experienceHave fun 16
  • 17. 5 PRIMARY5 PRIMARY OBJECTIVES*OBJECTIVES1. Listening: Research and1. customer understanding Listening: Research and customer understanding2. Talking: Spread messages2. about your company Talking: Spread messages about your company3. Energizing: Supercharge word of mouth via best3. customers Supercharge Energizing: word of mouth via best customers4. Supporting: Streamline support costs by letting4. customers help each other. Supporting: Streamline support costs by letting5. Embracing: Integrateother. customers help each customers into your business5. (product design, etc.) Embracing: Integrate customers into your business (product design, etc.)* Source: Groundswell by Bernoff/Li 17
  • 18. START WITH A PLAN Every social mediaengagement should begin with a detailed plan based on marketing and business objectivesIsolate key platforms that present appropriate opportunities for specific brands and outline waysto develop, manage, and maximize campaigns 18
  • 19. POSSIBLE PLATFORMS, CHANNELS AND PARTNERS BLOGS/BLOGGER OUTREACH 19
  • 20. COMMITTMENT If you believe that a meaningful social media presence is an important part of your marketing mix, a long- term commitment is central tothe success of any endeavors. 20
  • 21. PART 3: KEY CAMPAIGNCOMPONENTS 21
  • 22. FACEBOOK PRESENCEA vibrant, elevated Facebook presence, poweredby value-added content and contributions from acommunity of fans of is central to many socialcampaigns. This should includedesign/deployment and upkeep of Facebooktabs. 22
  • 23. FACEBOOK PROMOTIONSContests and promotions drive awareness andengagement, while growing your fan base. Byproviding an incentive to connect with yourbrand, an opening for a dialog is established. 23
  • 24. FACEBOOK ADSFacebook ads are a proven means to build awarenessand drive conversions among specific segments of vs.the Facebook audience.Here are quick notes on Facebook ads in comparison toGoogle: Higher Impressions Lower CTR Lower CPC Generate similar amount of visits Estimating actual costs and visits are not as accurateA strategic Facebook ad campaign can be central toachieving your goals. 24
  • 25. FACEBOOK SPONSORED STORIESSponsored Stories are the newest weapon a Facebookad campaign can utilize. They emphasize socialrelevance to allow for the greatest ROI Sponsored stories create an ad out of a user’s action on the Facebook platform Sponsored Like Serves the ad to anyone who is a friend of that userResults Compared to Regular FB Advertising Higher CTR (2-3x what the display ads are generating) Higher conversion rate (those users who not only click the ad but end up liking the page or taking action on the story itself). Sponsored Post 25
  • 26. FACEBOOK SPONSORED STORIESThere Are Six Kinds of Sponsored Stories1. Sponsored Like – Advertising is created based on a user liking the page2. Sponsored Post – Advertising is created around a user making comments on a specific wall post3. Sponsored Page Post Like Story – Created when a user likes a specific posting on a page Sponsored Check In4. Check In – If a page has Places set up, creates an ad when their friend checks in5. Domain – Advertising based on action taken on a web page that utilizes the Facebook platform6. Game or App – Creates an advertisement based on a user playing a FB game or interacting with a specific application Sponsored Domain 26
  • 27. FACEBOOK CREDITS Virtual currency system used as a payment method in the Facebook gaming system (Farmville, Cityville, Petville etc.) Actions within the Facebook platform are rewarded with credits to be used to enhance the gaming experience • Powerups • Additional assets within games • Purchase of virtual goods within the gaming and Facebook eco-system As of January Facebook has made the use of FB Credits a requirement for all game developers As Gaming continues to grow in popularity, online and offline promotion of FB credits is also taking off • 1-800 Flowers offered FB credits as additional incentive during seasonal sale • Shoebuy.com FB credit incentive • Target 7-11 and other Retailers to sell FB Credit gift cards 27
  • 28. TWITTERAttention, engagement, loyalty and ultimatelyconversions can be achieved by offering real value toyour target audience via Twitter. A good place to startis by developing a base of followers using the followingstrategies: Identify key influencers to follow Examine peer Twitter lists Use keyword hash tags to increase visibility/searchability of tweets Maintain flow and variety of content Outreach to established database of contacts Leverage employees to promote presence and actively retweet and participate in conversation Twitter community interaction: Retweets, @replies, Follow Fridays (#FF), etc. 28
  • 29. BLOGA an effective blogging strategy can produce valuablebenefits if maximized. Facebook: Strong content created for the blog can continue to do double duty on Facebook. Shelf Life: Compared to FB & Twitter, blog content has a long shelf-life and it can benefit from SEO, positively impacting site search visibility. Links: Quality blog content can generate incoming links to your website, also leading to higher search engine visibility. Relationships: A good blog can serve as a social media home base. It’s a great place to build relationships. Brand Building: Strong blog content can build and burnish your brand amongst targeted audiences. 29
  • 30. BLOGGER OUTREACHBlogger outreach is an extension of traditional PRmedia relations efforts. Allows for very targeted outreach to relevant communities Tap into the trust and influence the blogger has over their readers Each successful posting can also serve as a link to your site which can be beneficial to your SEO purposes Cross Promotion of other efforts – Blogs are a great place to publicize your social media efforts since a majority of bloggers are also avid social media users 30
  • 31. ALL THE RESTThere are many other valuable and emergingsocial media platforms that may be able add value to your overall marketing mix. 31
  • 32. SOCIAL MEDIA AND SEMMore and more people are "discovering" relevantcontent through the social graph as opposed tosearching explicitly for it. Today’s digital realityreveals a landscape where social media andsearch are thoroughly intertwined.Working with both channels simultaneouslyenables you to develop campaigns with theenriched insight of dual perspectives.This search/social confluence can paymeaningful dividends when: Measuring keyword buzz Discovering industry influencers 32
  • 33. GETTING STARTED Social Media Strategy & Planning Listening Audit: A data-driven assessment determining your existing social media presence, volume and associated sentiment. This can be used as a benchmark to assess success. Content Plan: Overall guidelines and specific, cross-channel copy examples for approximately 30 days post-launch. Includes sample tweets, blog posts, Facebook tabs and wall posts, official contest rules and more. Drive Book: A single-source guide detailing day- to-day activities including promotion management, content seeding, audience interaction and escalation procedures. Including plans for Facebook ads. 33
  • 34. SOCIAL MEDIA REPORTINGKey metrics to review on a monthly basis include: Social Traffic/Buzz Volume: How much is being said collectively through various social channels Facebook Insights/Ads: Report and analysis covering page views, posts, interactions, conversions Twitter Stats: Notes on followers, retweets, @ tweets, estimated impressions and more. Share of Voice: How much chatter within the industry is focused on your brand. Sentiment: The volume of positive versus negative comments and posts Competition: Use all of the above data points to compare against the competition 34
  • 35. EXPECTATION IS EVERYTHING IN SOCIAL MEDIAWhen we talk plan, we quickly getinto ―expectation management‖… Every platform has truly different rules of engagement, as well as, rules of expectation - blogger outreach is very different than Facebook ―like‖ build-out or generating YouTube views Because social is so dynamic, being nimble and navigating change effectively is one of the key expectations we believe all organizations should expect 35
  • 36. And above all, please remember that good listeners generally havethe most friends 36
  • 37. THANKS FOR READING. HERE’S SOME INFO ON FLIGHTPATH Founded in 1994 Creative digital agency Located in NYCs Flatiron District Privately held 30+ employees SERVICES Website design & development Social media Email marketing Search marketing Mobile apps/mobile web 37
  • 38. We Support BuildOn We Present www.buildon.org The New York The Bronx Charter Social Media Roundtable nysocialmediaroundtable.com School for Children www.tbcsc.org We Blog We Jamwww.flightpath.com/insights We Stroll We Tweet We Party @flightpathny We Shoulder THANK YOU www.flightpath.com 212-674-5600 38

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