Social Media Research to Build Social Media Strategies
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Social Media Research to Build Social Media Strategies

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Presented at Digital East 2011 in Washington DC in September. How to use social media research tools to build a kick butt social media strategy. Looking at different tools and the different types of ...

Presented at Digital East 2011 in Washington DC in September. How to use social media research tools to build a kick butt social media strategy. Looking at different tools and the different types of audiences out there.

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    Social Media Research to Build Social Media Strategies Social Media Research to Build Social Media Strategies Presentation Transcript

    • Creating Social Media Strategies Using Audience Research
      Liana “Li” Evans, LiBeck Integrated Marketing
      @storyspinner
    • What We’ll Cover
      Research Tools for Social Media
      Types of Social Media Users Out There
      Bringing it All Together
      © 2011 LiBeck Integrated Marketing
      2
    • Research Tools
    • How Do You Know What Your Audience Is Doing?
      Different Types of Research Tools
      Demographic
      Buzz Monitoring
      Search
      Trending
      Linking
      Competitive
      Interpreting Your Data
      Open Mind Required
      Quantity is Very Misleading
      Listen, Don’t Just Hear
      Discover Their Passions!
      © 2011 LiBeck Integrated Marketing
      4
    • It’s Not Just College Kids Using It……
      © LiBeck Integrated Marketing 2011
      • Milliennials rose from 67% to 83%
      • Every generation 45 and older more than doubled participation
      • Adults 74 and older quadrupled their participation (from 4% to 16%)
      • 1 in 9 new accounts on Facebook are 65+
    • Where’s The Commerce?
      © LiBeck Integrated Marketing 2011
      Millenials
      Everyone Else
      • Email
      • Search engine use
      • Seeking health information
      • Getting news
      • Buying products
      • Making travel reservations or purchases
      • Doing online banking
      • Looking for religious information
      • Rating products, services, or people
      • Making online charitable donations
      • Downloading podcasts
      • Use of social networking sites
      • Use of instant messaging
      • Using online classifieds
      • Listening to music
      • Playing online games
      • Reading blogs
      • Participating in virtual worlds
    • Because There Are Conversations Everywhere
      © 2011 LiBeck Integrated Marketing
      7
    • People Ask Questions, Too
      © 2011 LiBeck Integrated Marketing
      8
    • Why You Can’t Trust Quantity
    • Twitter Spam
    • Wow A Real Conversation?
    • Not Quite
    • Demographic Analysis
    • Not Everyone is Tweeting
      JackobNeilsen’s Participating Pyramid
      © 2011 LiBeck Integrated Marketing
      14
    • Get Know What Your Audience Does
      © 2011 LiBeck Integrated Marketing
      15
    • Social Technographics: Groundswell
      © 2011 LiBeck Integrated Marketing
      16
    • Genders Differ
      © 2011 LiBeck Integrated Marketing
      17
    • Ages Differ
      © 2011 LiBeck Integrated Marketing
      18
    • Countries differ
      © 2011 LiBeck Integrated Marketing
      19
    • Buzz Monitoring Tools
    • Buzz Monitoring Tools For All Business Types
      Free:
      Google Analytics
      Google Alerts
      Trackur
      Small-Mid-Size Business Level
      Trackur
      Viral Heat
      Enterprise Level
      Alterian: SM2 (formerly Techrigy)
      Radian 6
      © 2011 LiBeck Integrated Marketing
      21
    • You Get What You Pay For
      Free:
      Usually Just the Basics
      Sometimes More Spam the True Conversations
      No Sentiment Analysis
      Small-Mid-Size Business Level
      Can segment your data more
      Rudimentary Sentiment
      Influencers Highlighted
      Enterprise Level
      Slice & Dice Your Data
      Grabbing a lot more Records
      Better Sentiment Analysis
      © 2011 LiBeck Integrated Marketing
      22
    • Google Alerts
      © 2011 LiBeck Integrated Marketing
      23
    • Trackur
      © 2011 LiBeck Integrated Marketing
      24
    • Trackur
      © 2011 LiBeck Integrated Marketing
      25
    • Trackur
      © 2011 LiBeck Integrated Marketing
      26
    • Viral Heat
      © 2011 LiBeck Integrated Marketing
      27
    • Viral Heat
      © 2011 LiBeck Integrated Marketing
      28
    • Viral Heat
      © 2011 LiBeck Integrated Marketing
      29
    • Viral Heat Trial
      © 2011 LiBeck Integrated Marketing
      30
    • Viral Heat
      © 2011 LiBeck Integrated Marketing
      31
    • Viral Heat
      © 2011 LiBeck Integrated Marketing
      32
    • Trending Tools
    • Trending Tools
      Google Trends (google.com/trends)
      © 2011 LiBeck Integrated Marketing
      34
    • Google Insights
      © 2011 LiBeck Integrated Marketing
      35
    • Other Research Tools
    • Google Analytics
      © 2011 LiBeck Integrated Marketing
      37
    • Google Keyword Tool
      https://adwords.google.com/select/KeywordToolExternal
      © 2011 LiBeck Integrated Marketing
      38
    • Search!
      © 2011 LiBeck Integrated Marketing
      39
    • Search Gives You Insights
      © 2011 LiBeck Integrated Marketing
      40
    • A Lot of Insight
      © 2011 LiBeck Integrated Marketing
      41
    • the types of social media & Audience Types
    • Not All Social Media Users Are The Same
      © LiBeck Integrated Marketing, LLC
      © LiBeck Integrated Marketing, LLC
    • And Remember … Not Everyone is Blogging
      © LiBeck Integrated Marketing, LLC
      Jackob Neilsen’s Participating Pyramid
      © LiBeck Integrated Marketing, LLC
    • Social Networking
      What Kind of Community Members
      © LiBeck Integrated Marketing 2011
    • Things to Keep in Mind
      Social Networks Can Be Addicting
      Think about every time you’re tagged in a photo, what do you do?
      News streams can drive traffic
      Bounce rates & time on site numbers are better than social news or social bookmarking
      It’s not just young kids
      Fastest growing segment on Facebook is women over 45
      Social Network Gaming
      Very Addictive, Very Engaging
      © LiBeck Integrated Marketing 2011
    • Microblogging
      © LiBeck Integrated Marketing, LLC
      What Kind of Community Members
      © LiBeck Integrated Marketing 2011
    • Contrary to Popular Belief…….
      www.LiBeckIM.com
      © LiBeck Integrated Marketing 2011
    • Things to Keep in Mind
      © LiBeck Integrated Marketing, LLC
      Twitter can drive a lot of quality traffic
      People who follow you are interested in what you have to say
      Great way to get information out quickly
      There are a lot of tools to make managing Twitter a lot easier
      Engaging in Twitter can lead to great opportunities in other communities
      Twitter Success Doesn’t Happen Overnight!
      © LiBeck Integrated Marketing 2011
    • Social Sharing
      © LiBeck Integrated Marketing, LLC
      Video Sharing
      What Kind of Community Members
      Photo Sharing
      © LiBeck Integrated Marketing 2011
    • Things to Keep in Mind
      © LiBeck Integrated Marketing, LLC
      Social Sharing is Very Engaging
      People are very visual
      People love to be entertained
      Not all videos go viral
      Nor do they have to, to be successful
      Videos & Photos Appear in Search Results
      Videos & Photos Can be Shared in Facebook
      © LiBeck Integrated Marketing 2011
    • Blogs
      © LiBeck Integrated Marketing, LLC
      What Kind of Community Members
      © LiBeck Integrated Marketing 2011
    • Things to Keep in Mind
      © LiBeck Integrated Marketing, LLC
      Bloggers are not like journalists
      They don’t have boundaries
      They don’t answer to editors
      They don’t have to check facts
      You need to be consistent
      If you don’t keep putting out content, no one will have a reason to come back
      Create an Editorial Calendar
      Blogs can eclipse static websites with traffic
      By constantly giving new content the search engines come out more
      Your audience will continue to visit your new content
      © LiBeck Integrated Marketing 2011
    • Review Sites & Geo Social Networks
      © LiBeck Integrated Marketing, LLC
      What Kind of Community Members
      © LiBeck Integrated Marketing 2011
    • Another Reason To Care About Reviews….
      © LiBeck Integrated Marketing, LLC
      © LiBeck Integrated Marketing 2011
    • Things to Keep in Mind
      © LiBeck Integrated Marketing, LLC
      Traffic from review sites is quality traffic
      They explore more of your site
      They want to know why people like you
      Negative reviews are an opportunity
      People are also cynical and don’t believe it when reviews are always 5 stars
      Claim you own your business
      Upload your own photos, ensure info is correct
      © LiBeck Integrated Marketing 2011
    • There’s So Much More
      © LiBeck Integrated Marketing 2011
    • Bringing It All Together
    • The Biggest Tip I Can Give Is…
      © 2011 LiBeck Integrated Marketing
      59
    • It’s Not About You
      © 2011 LiBeck Integrated Marketing
      60
    • Its The Value Your Audiences Find in You
      © 2011 LiBeck Integrated Marketing
      61
    • If Something is Valuable
      …….It Gets Shared
      © LiBeck Integrated Marketing, LLC
    • And When People Share…… Google Cares
      © 2011 LiBeck Integrated Marketing
      63
    • Use Your Research
      To Figure Out What’s Valuable
      To Figure Out Your Approach
      To Figure Out What Will Work, What Won’t
      To Figure Out What Will Get Shared
      To Build Your Strategy and Inform Your Engagement!
      © 2011 LiBeck Integrated Marketing
      64
    • Social Media is More Than Facebook
      © 2011 LiBeck Integrated Marketing
      65
    • Build Your Plan of Attack (Strategy)
      Use Your Research
      What platforms
      Who do you need to engage (as a group)
      What do you expect to gain
      Plan Your Content Creation
      What’s valuable
      How often do you need to create it
      What’s the tone
      Integrating
      Which channels need to work together
      Which departments need to know
      Policies & Contingencies
      C.Y.A.!
      © 2011 LiBeck Integrated Marketing
      66
    • Integrating Is Key
      Offline Messaging Should Promote Social Efforts
      Remember Facebook isn’t a Search Engine – Don’t Use “Find Us on Facebook”
      Use Your PR Team to Pitch Your Social Efforts
      Optimize Your Digital Assets
      Create Exclusive Social Content for Your Email Lists
      © 2011 LiBeck Integrated Marketing
      67
    • Social Media Doesn’t Happen in a Vacuum
      Usability: If your site isn’t converting, social will only make that issue more prevalent
      Email: Tell your already interested audience
      SEO: optimize your profiles
      PPC: promote what your doing
      PR: Don’t send a press release, use your media!
      Direct Mail: Include easy ways to find your social profiles
      Marketing: Social Profiles on TV, Radio, Print
      Integrate & Pollinate
      © 2011 LiBeck Integrated Marketing
      68
    • It’s Beyond the Browser!
      iPhone, BlackBerry, Palm, Droid
      Smart phones are a common way of life
      People can watch videos on their phones
      You don’t need a web browser to find a restaurant review
      Most social media sites have a way for community members to access via mobile – that isn’t a browser!
      © 2011 LiBeck Integrated Marketing
      69
    • Measure, Measure, Measure
      Brand Lift:
      Buzz Monitoring Tools
      Engagement:
      Fans, Friends, Views, Favorites, Retweets, Replies
      Web Traffic:
      Referrals, Shortened URLs,
      Downloads, Subscriptions, Requests
      Sales:
      Conversions from Social Links/Promotion
      Links:
      # of Links Acquired
      Who where their acquired from
      © 2011 LiBeck Integrated Marketing
      70
    • Social Media Policies?
      Employee Usage Policies
      Blogging Policies
      Avatars, Pictures, Videos?
      Talking with The Press
      Comment & Trackback Policies
      Giving Freebies
      © 2011 LiBeck Integrated Marketing
      71
    • You Don’t Want This
      © 2011 LiBeck Integrated Marketing
      72
    • Or This
      © 2011 LiBeck Integrated Marketing
      73
    • Summary
      Understand Your Audience
      Define Your Goals
      Research & Listen
      Plan Your Strategy
      Measure!
      Not All Social Sites Will Work for You
      Integrate!
      Remember, It’s Not About You!
      © 2011 LiBeck Integrated Marketing
      74
    • Questions?
    • Free Resources
      eBooks:
      Social Media Myths
      3 Keys to Content Creation & Success in Social Media
      What is Foursquare: A Business Guide to Location Based Marketing
      Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media
    • Contact
      Liana “Li” Evans
      @storyspinner
      li.evans@LiBeckIMLLC.com
      © 2011 LiBeck Integrated Marketing
      77