Social Media: Getting it Right

Social Media Getting it Right

Eric Qualman - Socialnomics
We don’t have a choice as to whether we do social media anymore.
The question is how well we do it.

State of Social Media Marketing

Top Ten Questions
1. How do I measure social media return on investment?
2. What are the social media marketing best practices?
3. How do I best manage my time with social media?
4. How do I reach my target markets with social media?
5. How do I generate traffic and leads using social media?
6. How do I implement social media tactics?
7. What are the latest social media trends?
8. How do I get started?
9. How do I integrate my social media activities?
10. How do I evaluate the advantages and disadvantages of each platform?

A More Strategic Sequence
What are the latest social media trends?
What are the social media marketing best practices?
How do I get started?
How do I integrate my social media activities?
How do I reach my target markets with social media?
How do I evaluate the advantages and disadvantages of each platform?
How do I best manage my time with social media?
How do I implement social media tactics?
How do I generate traffic and leads using social media?
How do I measure social media return on investment?

What You Need to Know
Understand search optimization for content like press releases, video, articles
How to do a social media press release
Content syndication online
How to find and work with bloggers
Online video production, editing, uploading and sharing
Social Networking
Social News
Analytics

Why Search?
25% of the search results for the top 20 brands link to user generated content Socialnomics
Almost 70% of Americans get their news online Pew Internet and American Life
94% research online prior to purchase Compete.com
Press Releases are the number one source of information for business buyers Outsell

Best Practices
Read Social Media Case Studies
Proactive Report
Social Media Today
Econsultancy.com
Emarketer

How Do I Get Started?
You need a social media strategy that aligns with your communications and business goals

Social Media Strategy
Listen and learn
Measure your share of voice in the conversation
Set goals and benchmarks
Find relevant bloggers and communities
Identify Influencers
Develop Content Strategy
Evaluate platforms and pick the right tools
Create and deliver content
Engage. Participate in and facilitate conversations
Measure results

Start by Listening
“ If we trust our customers, we can actively listen to what they’re saying.
We can build the right product for our customers, instead of finding the right customers for our products.”
Steven Covey

Content Analysis
What are they saying
Positive /Negative/Neutral mention
Where are they saying it
Needs and wants
Interests
Need for information on a certain subject
Trends in the conversation

Set Goals, Baselines and Benchmarks

Find Communities & Bloggers

Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map

Develop Your Content Strategy
THINK LIKE A PUBLISHER –
YOU ARE THE MEDIA
Content Analysis – key messages
Audience Analysis – social technographics
Trends in Social Media
Content Audit – what do you have
What expertise do you have
Resources
Create an Editorial Calendar

Pick the Right Channels
Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off
True engagement means full engagement in the channels where you choose to invest
So make sure you pick correctly and wisely

Pick the Right Tools/Platforms
Who is your audience?
Where are they having conversations?
Trends – Video, Facebook, Twitter

Facebook
More traffic than Google
Fastest growing segment women over 55
Make a business page
Brand it with a consistent look
Customize the tabs
Vanity URL

Custom Landing Page

How to Build a Landing Page
http://mashable.com/2010/02/22/build-facebook-landing-page/

Twitter: News Feed of the 21C
Twitter's constantly updating record of up-to-the-minute reaction has in some instances threatened to usurp media coverage of breaking news
Twitter is a jolt of democratization to journalism
More than any other social media, Twitter has had a profound effect on news

Twitter is News
Twitter isn’t a social network, but something more akin to traditional news media
Academic paper: International World Wide Web Conference

Video
December 2009:
178 million people watched 33.2 billion videos , with the average viewer watching 187 videos per month in the U.S.
40% on YouTUbe
YouTube is now the 2 nd biggest search engine.

YouTube Report
YouTube is one of the most powerful marketing tools on the web, yet so few businesses and agencies know how to harness its full potential
Users expect brands to be on YouTube
91% of all YouTube users interviewed said that they bought a product they saw on YouTube within the last year.

Twitter and Video
“ Twitter is my #1 recommendation engine for finding videos.”
Steve Garfield -Online Video Secrets to Building Your Business

Sites referring video traffic

Publish Great Content
News
Articles
Education
Product Tips
Updates
Recipes
New inventory
Specials
Destination information
Travel tips

Syndicate the Content
Add RSS Feeds

Socialize the Content

Content Sparks Conversations
Focused on what you have heard
Based on audience needs, interests
Placed in the right channel
Monitored for responses

Engaging People
The key finding is that those with the highest engagement factor also had the best financial results over the last year
Engagmentdb Study WetPaint/Altimeter

What Is Engagement?
We’re not talking about a presence in the online social sphere
It’s not using these channels to broadcast messages
Engagement is a deep and meaningful social interaction with your stakeholders
Engagementdb Study Altimeter Group

What Shows Engagement?
People talking about your brand/product/company
Saving and sharing content
Visit more frequently
Spend more time on blog or website
Subscribe
Have conversations with you
Make suggestions and give feedback
Post comments, opinions reviews
Recommending your company to their friends
Loyalty to your brand

CMO Engagement Gap
The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions.

Key Measurement
The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness
CMO Council

New Measure of ROI: Engagement
There are thousands of social media channels, each with a slightly different value proposition
It’s a daunting task to objectively evaluate various marketing efforts across all social mediums
Engagement is the best criterion
The Wetpaint/Altimeter Group ENGAGEMENTdb Report

Engagement: The Lifebelt
Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit –
by a significant difference.
Wet Paint/Altimeter Group

Another Way to View ROI
What is the ROI of Social Media?
You will still have a business in five years time!
Source: Eric Qualman: The Social Revolution video

Skin MD Natural Case Study

Situation
Launching a new kind of lotion
New category
No awareness at all

Objectives
The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums.
Create a new search term – shielding lotion
Create awareness of the brand Skin MD Natural with dermatologists and the public

Customer Education

You Tube Videos

Pay Off

Social Media Coaching Program
Audit of your current social media activities
Recommendations for improvement
Help you with your strategy
Set up consistent branding on Twitter, Facebook, YouTube and Social Media Newsroom
Set up a listening post to monitor conversations
Content analysis and strategy
Editorial calendar
Training on blogging, tweeting & making good videos
Coaching on your social engagement

@sallyfalkow www.twitter.com/sallyfalkow

http://www.infocomgroup.net/prtrends

Resources
Expansionplus.com
Press-feed.com
Proactivereport.com
[email_address]

Social Media: Getting it Right

by Sally Falkow on May 28, 2010

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