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Social Media Know How
 

Social Media Know How

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Get behind the wheels of a real social media strategy and see what makes it tick.

Get behind the wheels of a real social media strategy and see what makes it tick.

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  • Clients come to us asking for a social media strategy – we need a youtube channel, facebook page, they often don ’ t know why they need these things. If you ’ re going to get serious about taking social media to the next level, you have to break the “ social silo ” and not treat it as a different set of channels (you have to think integrated) - social covers all these areas of comms mix – its entwined in all channels – we have never had that before - It integrates across all these streams, your ads, how it links with email, share buttons, banners with social feeds. All other communication is driven by the business, brand, marketing strategy and social has to be the same. It impacts on all areas of the business pr, r&d, support, HR, etc., so how does it support your business strategy. It also has to work across the enterprise – at a brand level (group, business division, product area), campaigns, ongoing dialogue, how you nurture. _______________________ As an agency we ’ ve had to breakdown the borders of departments to deal with social media - created social swarms for how we manage Has to be part of everything – social media is forcing us to become “ social businesses ” – think social!!!! Why so much more important – shift in user dynamics
  • So all of this is a process that builds over time, and we can get more sophisticated. This would be the ultimate contact strategy and something we can look to achieve with you over 2-3 years. It looks complicated, but all of this breaks down into the 4 main areas – Channels – what’s driving traffic to your site Your Web platforms Data – that’s your back-end CRM system And Analytics – which is where everything is measured and evaluated.
  • So all of this is a process that builds over time, and we can get more sophisticated. This would be the ultimate contact strategy and something we can look to achieve with you over 2-3 years. It looks complicated, but all of this breaks down into the 4 main areas – Channels – what’s driving traffic to your site Your Web platforms Data – that’s your back-end CRM system And Analytics – which is where everything is measured and evaluated.
  • Owning the category that your brand is in, not talking about product, its about issues. Why its so important is because content is going to define the way you are found in the search and social space. This is something we are doing with Siemens, we’ve repositioned them as the Business Technologists, now we’re developing a social and content strategy that enables them to own the Business Technology category by creating content relevant to issues like security and cloud. Business technology – category in the making – bus technologists – positioning to own
  • The red areas indicate highly appealing, engaging social friendly content – likely to be clicked and shared The blue areas indicate ‘socially cold’ content – only interesting to those at the end of the timeline

Social Media Know How Social Media Know How Presentation Transcript

  • Social media know howUsing social media to command and conquer
  • // 99.98% of the world does NOT use… Twitter 85% of the world does NOT use… Facebook 30% of the world does NOT use… Internet Chartered Institute of PR: Link
  • But… the rules have changed forever
  • THE OLD WAY ISN’T WORKING
  • // THE WORLD OF THE B2B DIGITAL NATIVE Source / Enquiro B2B report / The rise of the digital native
  • 93% OF B2B BUYERS USE SEARCH TO BEGIN THE BUYING PROCESSAND 37% POST QUESTIONS ON SOCIAL NETWORKING SITESWHEN LOOKING FOR SUGGESTIONS.
  • // GOOGLE THEN AND NOW Social media results Static Web page results
  • FOLLOWERS FRIENDS MEMBERS The contact database of the future!Rembrandt / The Nightwatch
  • PUSH / PULL
  • stalking
  • PUSH / PULL
  • talking
  • the hunter has become the hunted
  • Contact strategy
  • // WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS Trevor Edwards / Vice President, Global Brand and Category Management / Nike
  • // CONTACT STRATEGY PR and social media Paid Owned Earned PPC Web sites Facebook SEO Landing Twitter SMO pages Blogs Business Marketing Brand Strategy Brand Display PR Contact Mobile Viral Shares Analytics Strategy Strategy (BAM) Experience Events strategy Apps Re-tweets E-mail Social WOM D-mail channels Conversations SMS Content Brand Marketing Campaign Marketing Dialogue Marketing
  • Nurture Convert Up sell Social Micro Social Photo Video File Digital Mobile Display Behavioral In-text Social Mobile Triggered Triggered Triggered Blogs PR D-mail E-mail PPCnetworks Blogs networks sites Web sites sharing PR (SMS) ads ads ads ads ads E-mails E-mails E-mails Landing Landing zones pages Blog Dynamic No generation Organic Real-time search Contacts profiling Homepage Profile manager Segmented pages Customer Ads URLs Ask a question (live chat) support (print) Download Enquiry Client CRM Registration CRM Marketing (Lead) CRM dashboard Page view Outdoor Brochure request Live synchronisation Events Profile Activity User Sales Live content feeds Segmented journeys Custom content Multivariate testing User goal reporting and page manager dashboard profile E-mail tracking Direct Content pages tagged with alerts URL relevant meta-data Subscriptions Engagement Information Campaign Web 2.0 and UGC Web 2.0 and UGC reporting Review and optimise Search optimisation Google Industry Support Augmented reality Forums FAQs Careers Products news news 2.0 3D modelling RSS feeds Article Office Ask the On-line XML feed Blogs Web TV salesPull voting locator expertcontent Branded Social Social On-line widgets Podcasts RSS feeds Extranets Media PR Network sales Business Content distributed and shared apps to branded channels/profiles Visitor behaviour tracking and campaign measurement
  • Nurture Convert Up sell Social Micro Social Photo Video File Digital Mobile Display Behavioral In-text Social Mobile Triggered Triggered Triggerednetworks Blogs Blogs networks sites Web sites sharing C h a n n e ls PR PR D-mail E-mail (SMS) PPC ads ads ads ads ads E-mails E-mails E-mails Landing Landing zones pages Blog Dynamic No generation Organic Real-time search Contacts profiling Homepage Profile manager Segmented pages Customer Ads URLs Ask a question (live chat) support (print) Download Enquiry Client CRM Registration CRM Marketing (Lead) CRM dashboard Page view Outdoor Brochure request Live synchronisation Events Profile Activity User Sales Live content feeds Segmented journeys Custom content Multivariate testing User goal reporting and page manager dashboard profile E-mail tracking W e b P la t f o r m s D a ta Direct Content pages tagged with alerts URL relevant meta-data Subscriptions Engagement Information Campaign Web 2.0 and UGC Web 2.0 and UGC reporting Review and optimise Search optimisation Google Industry Support Augmented reality Forums FAQs Careers Products news news 2.0 3D modelling RSS feeds Article Office Ask the On-line XML feed Blogs Web TV salesPull voting locator expertcontent Branded Social Social On-line widgets Podcasts RSS feeds Extranets Media PR Network sales Business Content distributed and shared apps to branded channels/profiles Visitor behaviour tracking and campaign measurement A n a ly t ic s
  • // THE NEW BRAND DIALOGUE MODEL High impact campaigns (Paid) Social conversations (Earned) Q1 Q2 Q3 Q4 PullPush Source / IAS
  • Channel selection
  • // MOST POPULAR SOCIAL CHANNELS THE GLOBAL PICTURE
  • // MOST POPULAR SOCIAL CHANNELS HOW MANY ARE RELEVANT IN B2B? 1-10 11-20 21-30 Facebook 800m Google+ 65m Pinterest 15m YouTube 700m Tumblr 42m Viddy 15m QZone 500m Slideshare 40m FourSquare 15m Sina Weibo 250m Yelp 40m Ning 12m Twitter 250m Instagram 30m CafeMom 12m Renren 170m Deviant Art 25m Flip Board 5m LinkedIn 135m Flickr 23m Posterous 4m Groupon 111m Live Journal 20m My Yearbook 3m WordPress 73m Tagged 19m Friendster 3m MySpace 70m Orkut 17m Badoo 2m
  • // CHANNEL SELECTION YOUR B2B SHORTLIST? BIG 5 ONES 2 WATCH NICHE PLAYERS Blogs Google+ Instagram LinkedIn Facebook Pinterest Twitter Slideshare Foursquare YouTube Flickr
  • Content strategy
  • B2B PROSPECTS WANT:INSIGHTSKNOWLEDGESUPPORTIDEASHELP
  • // CONTENT MARKETING IS ABOUT USING CONTENT TO CAPTURE, ENGAGE & NURTURE PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN YOUR BRAND CATEGORY.
  • // THE ROADMAP Understand the market needs, issues, topics Align our messages to those issues Select the appropriate social channels Create relevant, social-friendly assets Map our content to the purchasing timeline
  • // TIMELINE-RELATED CONTENT VEHICLESAWARENESS INTEREST CONSIDERATION DECISION Tweet White Paper Case study Offer Advert Webinar eBook Brochures Video Blogs Calculator Datasheets Image Discussion LiveChat Testimonials News Reviews App PresentationInfographic Forums Promotion Trial/demo
  • // USE A SOCIAL CONTENT HEAT MAP FREE Brochure Presentation Datasheet Action (Brand) Cost calculator Presentation Demo Desire eBook Offer Case study Blog White Paper Webinar Interest Discussion Competition Review PREMIUM (3rd party) Research Video Infographic Awareness
  • Social Content Management
  • // CONTENT ARCHITECTURE Executive decision makers to foster collaboration and deploy resource Oversees the brand as a conversationGuardians of standards and practices (people, processes, technologies) Specialists in each area of social media What official reps should know What everyone should know Identity and core values
  • // IMPLEMENTATION TOOLKIT RESEARCH MANAGEMENT ANALYTICSGOLD Radian6 Radian6 GoogleAnalytics Social networks Hootsuite Pro Radian6SILVER Search Tweetdeck Hootsuite Pro Online media WordPress PeerIndexBRONZE Print media Cision Klout
  • // THE ROLE OF SOCIAL MEDIA Tactical support to meet your strategic needs Fully-integrated with marketing activity Segmented to the audiences’ wants and needs Planned, sustained and measurable Credible, believable and impactful “Build the database of the future”