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Improving Social Marketing 	

Workshop No. 2 - Improving content & engagement!
 " " " " " "!
Sessions Agenda… buckle up, lets go!!


     1. The Social Media Context	

     2. Reflecting on the ‘five step process”	

     3. Guides for improving our social media efforts	


Note: You will need to use Tweeter/Weibo in this session so please make sure you have your accounts ready to use
Dr. Mathew McDougall… 	

" " " " " "First, a quick introduction!
            •  Founder & CEO 	

                         – SinoTech Group/ Digital Jungle	

            •  Author – Chinese Social Media Universe	

            •  Blogger – Digital Marketing Inner Circle	

            •  Speaker – Adtech, PATA, SES… many more	

            •  9+ years in China doing digital marketing
Fact to remember…! Getting focused	


 	

 	

	

	

60% of the sales	

       	

cycle is over	

    before a buyer	

         	

 	

	

talks to a	

    	

 	

salesperson.	




                                    CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
This session will focus on 	

Content, Posting, & Sharing!
SOCIAL MEDIA is the	

         RELATIONSHIP MEDIUM!
Your goal shouldn't	

                    be to buy leads.Your	

                    goal should be to buy	

                          customers.	




@digitaljungle	

                                               Tweet This!
Warm Up Exercise	

         Lets get into the grove
Task #1	

    People & organizations can have different
     understandings of what Social Media is.	

                         	

In this task, each person should provide at least
  one term that defines social media for them. 	

                         	

 These words will be put on a white board to
  form a keyword cloud around “Social Media
                       is….”
Task #2	

   Similar to the first task, this time each person
  should provide at least one term that explains
      why they think people use social media. 	

                          	

   These words will be put on a white board to
form a keyword cloud around “People use Social
                 Media because….”
Time Limit	



      15-20 minutes for cloud tagging	

                    	

 10-15 minutes for observations/comments
The Digital Jungle Process	

                              	

" " " "Reflecting on the 5 steps!
The Process….!             Remember this ?	


The Digital Jungle five-step process to inform the
development of social marketing programs.
Discovery Phase 	

               	

          These tasks will help you create good content	




     •     Content Audit	

     •     Key Themes & Messages 	

     •     Experience Paths 	

     •     Recommended Topics Content Strategy 	

     •     Reputation Management
Reflection Questions…	

                       Just making sure you got it	


   •    What is the stage for developing the ‘big idea’?	

   •    Name 5 common KPI’s used in measurement	

   •    Where is the content strategy addresses?	

   •    Where do I define my target audience?
Content and Posting	

 " " " "Some Ideas & Suggestions!
First Key Point… Treat people online like you
do offline	


 People online and offline look for simular things when
 making friends, listening to someone, contributing their
 ideas, sharing.	

 	

 Just because you are creating content for online don’t
 push PR or company news at someone. You would
 not get far in the ‘real world’ doing this so don’t try it
 in the digital one.	

 .
Posting…!                               What time?	





    Content posted before noon gets 65% more
              - The Social Influence Company	

    engagement that posts after noon	





Source: Digital Jungle Social Insights Report, January 2012
BITLY, 9/2011




        The shelf life of a social media link is	


Source: Digital Jungle Social Insights Report, January 2012	

                                                                 3 hours.
Posting… What day?!

    Friday posts generate the most engagement
    while Saturday and Sunday posts have the
    least engagement (Monday & Tuesday are only
    slightly behind Friday in terms of engagement) 	




Source: Digital Jungle Social Insights Report, January 2012
Frequency … links and images!
                                    Proposed posting ratios 	


          Social Media Objective	

                              Links	

   Images/Video	


                Brand Awareness	

                                1:5	

         1:3	


               Traffic Generation	

                               1:2	

         1:5	


            but don t forget: videos, graphics, infographics,
                      articles and Q/A s… phew!!

Source: Digital Jungle Social Insights Report, January 2012
Engagement ideas…!

   •    Contest	

   •    Online game	

   •    Special offer	

   •    Mini series
Content ideas…!

 •    Start a post with a question	

 •    Try “fill in the ……” posts	

 •    Ask for comments and likes	

 •    Humour… (but be careful as someone
      humour maybe someone’s insult)
But why do people share?!

 1)  reinforces shared views & social bonds.	

 2)  need to proselytize or desire to connect. 	

 3)  emotional, positive, interesting, anger inducing,
 or sad are the most likely to be shared.	

 4)  calm themselves or reduce uncertainty.	

 5)  bolsters own sense of self
Role of Key opinion leaders	

 •  Would purchasing a KOL help in achieving my specific social
     media goal?	

 •  Should I seek help of a KOL ‘superstar’ or use a ‘grass roots’
     fan/fanatic?	

 •  If I used a paid KOL, what is the cost/benefit? ($/re-tweets)	

 •  Who provides the content for the paid KOL?	

 •  Are there any KOL’s already engaged and if so, what are they
     saying?	

 •  Do the KOL’s differ in different sites/channels?
As marketers… it’s our job to..!


    “Make our customers/fans look
           like rock stars!”
Social Media can be used in lead generation!

                                              	

	

Landing	

                        Form	

          Tweet	

                                   Page	

                                     Lead	


                                                	

	

Blog	

                                   Landing	

             Like	

                            	

	

Post	

                         CTA	

                                                                                                 Page	



                                               Product	

                                       Landing	

               +1	

                            Page	

                               CTA	

                                                                                                 	

Page	


Note: Call to action	

Example 1. - CTA that drives someone to your Shopping Cart	

Example 2 – CTA that drives someone to a landing page with an introductory offer
Today, I had an epiphany… 	

               my fans/followers rock!	





@digitaljungle	

                                              Tweet This!
Putting into Practice:	

	

 	

 	

 	

 	

 	

 	

 	

!
                            Time to play
Group Exercise	

                         	

 	

 	

!
	

 	

 	

 	

 	

 	

 Time to get engaged
Task – Content Strategy	

With your tablemates you will create some content
that will suit your assigned site/SMM objective. You
must have at least 15 example messages	

	

Remember to include some ideas from this workshop.	

                            	

Collect your messages on the flip chart so that you
can report back to the group at the end of the task.
Formulating the message…!
Consider the following:	

	

•  What is the culture/tribe engaging with the site you are posting on	

•  Is there a certain content restriction – no product mentions etc	

•  What tone of voice is appropriate?	

•  Do I use links or images?	

•  How does the content relate to my overall objective?
Time Limit	



        40 minutes for discussion	

                    	

       20 minutes for presentations
In todays SMM 	

                    workshop I learned	

                         “……...” 	




@digitaljungle	

                                            Tweet This!
Thanks!
Follow on Twitter                              Company Email
@digitaljunglecn	

                               info@digitaljungle.com.cn	


Follow on Weibo: 	

                               Company Website
www.weibo.com/digitaljungle	

                     www.digitaljungle.com.cn	


Connect on Linkedin                            Presentations on SlideShare
www.linkedin.com/company/digital-jungle	

        www.slideshare.net/digitaljungle 	





                      Also, don t miss out on !
                 Dr. Mathew McDougall s new book!
                  The Chinese Social Media Universe !

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Social Marketing Workshop #2

  • 1. Improving Social Marketing Workshop No. 2 - Improving content & engagement! " " " " " "!
  • 2. Sessions Agenda… buckle up, lets go!! 1. The Social Media Context 2. Reflecting on the ‘five step process” 3. Guides for improving our social media efforts Note: You will need to use Tweeter/Weibo in this session so please make sure you have your accounts ready to use
  • 3. Dr. Mathew McDougall… " " " " " "First, a quick introduction! •  Founder & CEO – SinoTech Group/ Digital Jungle •  Author – Chinese Social Media Universe •  Blogger – Digital Marketing Inner Circle •  Speaker – Adtech, PATA, SES… many more •  9+ years in China doing digital marketing
  • 4. Fact to remember…! Getting focused 60% of the sales cycle is over before a buyer talks to a salesperson. CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7
  • 5. This session will focus on Content, Posting, & Sharing!
  • 6. SOCIAL MEDIA is the RELATIONSHIP MEDIUM!
  • 7. Your goal shouldn't be to buy leads.Your goal should be to buy customers. @digitaljungle Tweet This!
  • 8. Warm Up Exercise Lets get into the grove
  • 9. Task #1 People & organizations can have different understandings of what Social Media is. In this task, each person should provide at least one term that defines social media for them. These words will be put on a white board to form a keyword cloud around “Social Media is….”
  • 10. Task #2 Similar to the first task, this time each person should provide at least one term that explains why they think people use social media. These words will be put on a white board to form a keyword cloud around “People use Social Media because….”
  • 11. Time Limit 15-20 minutes for cloud tagging 10-15 minutes for observations/comments
  • 12. The Digital Jungle Process " " " "Reflecting on the 5 steps!
  • 13. The Process….! Remember this ? The Digital Jungle five-step process to inform the development of social marketing programs.
  • 14. Discovery Phase These tasks will help you create good content •  Content Audit •  Key Themes & Messages •  Experience Paths •  Recommended Topics Content Strategy •  Reputation Management
  • 15. Reflection Questions… Just making sure you got it •  What is the stage for developing the ‘big idea’? •  Name 5 common KPI’s used in measurement •  Where is the content strategy addresses? •  Where do I define my target audience?
  • 16. Content and Posting " " " "Some Ideas & Suggestions!
  • 17. First Key Point… Treat people online like you do offline People online and offline look for simular things when making friends, listening to someone, contributing their ideas, sharing. Just because you are creating content for online don’t push PR or company news at someone. You would not get far in the ‘real world’ doing this so don’t try it in the digital one. .
  • 18. Posting…! What time? Content posted before noon gets 65% more - The Social Influence Company engagement that posts after noon Source: Digital Jungle Social Insights Report, January 2012
  • 19. BITLY, 9/2011 The shelf life of a social media link is Source: Digital Jungle Social Insights Report, January 2012 3 hours.
  • 20. Posting… What day?! Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement (Monday & Tuesday are only slightly behind Friday in terms of engagement) Source: Digital Jungle Social Insights Report, January 2012
  • 21. Frequency … links and images! Proposed posting ratios Social Media Objective Links Images/Video Brand Awareness 1:5 1:3 Traffic Generation 1:2 1:5 but don t forget: videos, graphics, infographics, articles and Q/A s… phew!! Source: Digital Jungle Social Insights Report, January 2012
  • 22. Engagement ideas…! •  Contest •  Online game •  Special offer •  Mini series
  • 23. Content ideas…! •  Start a post with a question •  Try “fill in the ……” posts •  Ask for comments and likes •  Humour… (but be careful as someone humour maybe someone’s insult)
  • 24. But why do people share?! 1)  reinforces shared views & social bonds. 2)  need to proselytize or desire to connect. 3)  emotional, positive, interesting, anger inducing, or sad are the most likely to be shared. 4)  calm themselves or reduce uncertainty. 5)  bolsters own sense of self
  • 25. Role of Key opinion leaders •  Would purchasing a KOL help in achieving my specific social media goal? •  Should I seek help of a KOL ‘superstar’ or use a ‘grass roots’ fan/fanatic? •  If I used a paid KOL, what is the cost/benefit? ($/re-tweets) •  Who provides the content for the paid KOL? •  Are there any KOL’s already engaged and if so, what are they saying? •  Do the KOL’s differ in different sites/channels?
  • 26. As marketers… it’s our job to..! “Make our customers/fans look like rock stars!”
  • 27. Social Media can be used in lead generation! Landing Form Tweet Page Lead Blog Landing Like Post CTA Page Product Landing +1 Page CTA Page Note: Call to action Example 1. - CTA that drives someone to your Shopping Cart Example 2 – CTA that drives someone to a landing page with an introductory offer
  • 28. Today, I had an epiphany… my fans/followers rock! @digitaljungle Tweet This!
  • 29. Putting into Practice: ! Time to play
  • 30. Group Exercise ! Time to get engaged
  • 31. Task – Content Strategy With your tablemates you will create some content that will suit your assigned site/SMM objective. You must have at least 15 example messages Remember to include some ideas from this workshop. Collect your messages on the flip chart so that you can report back to the group at the end of the task.
  • 32. Formulating the message…! Consider the following: •  What is the culture/tribe engaging with the site you are posting on •  Is there a certain content restriction – no product mentions etc •  What tone of voice is appropriate? •  Do I use links or images? •  How does the content relate to my overall objective?
  • 33. Time Limit 40 minutes for discussion 20 minutes for presentations
  • 34. In todays SMM workshop I learned “……...” @digitaljungle Tweet This!
  • 35. Thanks! Follow on Twitter Company Email @digitaljunglecn info@digitaljungle.com.cn Follow on Weibo: Company Website www.weibo.com/digitaljungle www.digitaljungle.com.cn Connect on Linkedin Presentations on SlideShare www.linkedin.com/company/digital-jungle www.slideshare.net/digitaljungle Also, don t miss out on ! Dr. Mathew McDougall s new book! The Chinese Social Media Universe !