Your SlideShare is downloading. ×
0
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. ...
Dr. Mathew McDougall… 	" " " " " "First, a quick introduction!            •  Founder & CEO 	                         – Sin...
Fact to remember…! Getting focused	 	 			60% of the sales	       	cycle is over	    before a buyer	         	 		talks to a...
This session will focus on 	Content, Posting, & Sharing!
SOCIAL MEDIA is the	         RELATIONSHIP MEDIUM!
Your goal shouldnt	                    be to buy leads.Your	                    goal should be to buy	                    ...
Warm Up Exercise	         Lets get into the grove
Task #1	    People & organizations can have different     understandings of what Social Media is.	                        ...
Task #2	   Similar to the first task, this time each person  should provide at least one term that explains      why they t...
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 thedevelopment of social marketin...
Discovery Phase 	               	          These tasks will help you create good content	     •     Content Audit	     •  ...
Reflection Questions…	                       Just making sure you got it	   •    What is the stage for developing the ‘big ...
Content and Posting	 " " " "Some Ideas & Suggestions!
First Key Point… Treat people online like youdo offline	 People online and offline look for simular things when making frie...
Posting…!                               What time?	    Content posted before noon gets 65% more              - The Social ...
BITLY, 9/2011        The shelf life of a social media link is	Source: Digital Jungle Social Insights Report, January 2012	...
Posting… What day?!    Friday posts generate the most engagement    while Saturday and Sunday posts have the    least enga...
Frequency … links and images!                                    Proposed posting ratios 	          Social Media Objective...
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	 •    H...
But why do people share?! 1)  reinforces shared views & social bonds.	 2)  need to proselytize or desire to connect. 	 3) ...
Role of Key opinion leaders	 •  Would purchasing a KOL help in achieving my specific social     media goal?	 •  Should I se...
As marketers… it’s our job to..!    “Make our customers/fans look           like rock stars!”
Social Media can be used in lead generation!                                              		Landing	                      ...
Today, I had an epiphany… 	               my fans/followers rock!	@digitaljungle	                                         ...
Putting into Practice:		 	 	 	 	 	 	 	!                            Time to play
Group Exercise	                         	 	 	!	 	 	 	 	 	 Time to get engaged
Task – Content Strategy	With your tablemates you will create some contentthat will suit your assigned site/SMM objective. ...
Formulating the message…!Consider the following:		•  What is the culture/tribe engaging with the site you are posting on	•...
Time Limit	        40 minutes for discussion	                    	       20 minutes for presentations
In todays SMM 	                    workshop I learned	                         “……...” 	@digitaljungle	                   ...
Thanks!Follow on Twitter                              Company Email@digitaljunglecn	                               info@di...
Upcoming SlideShare
Loading in...5
×

Social Marketing Workshop #2

979

Published on

Here is a copy of my slides from a social media workshop I ran recently in Shanghai.

A 3 hour session that aimed to help social marketers improve their content & posting strategies

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

No Downloads
Views
Total Views
979
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Social Marketing Workshop #2"

  1. 1. Improving Social Marketing Workshop No. 2 - Improving content & engagement! " " " " " "!
  2. 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. 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. 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. 5. This session will focus on Content, Posting, & Sharing!
  6. 6. SOCIAL MEDIA is the RELATIONSHIP MEDIUM!
  7. 7. Your goal shouldnt be to buy leads.Your goal should be to buy customers. @digitaljungle Tweet This!
  8. 8. Warm Up Exercise Lets get into the grove
  9. 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. 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 toform a keyword cloud around “People use Social Media because….”
  11. 11. Time Limit 15-20 minutes for cloud tagging 10-15 minutes for observations/comments
  12. 12. The Digital Jungle Process " " " "Reflecting on the 5 steps!
  13. 13. The Process….! Remember this ? The Digital Jungle five-step process to inform thedevelopment of social marketing programs.
  14. 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. 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. 16. Content and Posting " " " "Some Ideas & Suggestions!
  17. 17. First Key Point… Treat people online like youdo 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. 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. 19. BITLY, 9/2011 The shelf life of a social media link is Source: Digital Jungle Social Insights Report, January 2012 3 hours.
  20. 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. 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. 22. Engagement ideas…! •  Contest •  Online game •  Special offer •  Mini series
  23. 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. 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. 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. 26. As marketers… it’s our job to..! “Make our customers/fans look like rock stars!”
  27. 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. 28. Today, I had an epiphany… my fans/followers rock! @digitaljungle Tweet This!
  29. 29. Putting into Practice: ! Time to play
  30. 30. Group Exercise ! Time to get engaged
  31. 31. Task – Content Strategy With your tablemates you will create some contentthat will suit your assigned site/SMM objective. Youmust have at least 15 example messages Remember to include some ideas from this workshop. Collect your messages on the flip chart so that youcan report back to the group at the end of the task.
  32. 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. 33. Time Limit 40 minutes for discussion 20 minutes for presentations
  34. 34. In todays SMM workshop I learned “……...” @digitaljungle Tweet This!
  35. 35. Thanks!Follow on Twitter Company Email@digitaljunglecn info@digitaljungle.com.cn Follow on Weibo: Company Websitewww.weibo.com/digitaljungle www.digitaljungle.com.cn Connect on Linkedin Presentations on SlideSharewww.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 !
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×