5 tips & trends for social media in 2012

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5 trends for 2012?

5 tips for 2012beyond the hype

Image source: Wikipedia - Gartner Hype Cycle

x Image source: Wikipedia - Gartner Hype Cycle

x-------x Image source: Wikipedia - Gartner Hype Cycle

1.Mark’s plans

Harder to get in the newsfeed

Community management is not enough

You need apps & ads

Facebook Timeline requires specific apps

Which increases targeting possibilities

Tip #1 Combine content with ads & apps No Like-applications, but Life-applications Build apps on the Timeline principle

2.The mainstream Twitter

Being on Twitter = carpool lane service

I told my friends

They’re now asking support on Twitter too

That’s pretty annoying And not scalable

Parallel tools won’t help

You have to unsuck your existing service

And use Twitter for second chances

Tip #2 Don’t use social media for private matters Remember: Noise vs signal Think scale: is what you do still possible when the medium grows? Wonder why. What makes people use Twitter for service? Peer pressure, asynchronous, text vs speech...

3. The workload of theconversation manager

ProductHR ConsumerMarketing This is ... doable

Product HR ConsumerMarketing This is ... insane

1. Inspiration 2. Copywriting 3. Publication Create processes for talking...

1. Detect 2. Evaluate 3. Respond ...and listening

Tip #3 Balance workload: only use your conversation manager when necessary Integrate social media efforts in existing company processes Teach other departments how social media works and how they can help Social media needs more than only budget from marketing

4.Think about your mothership

You can integrate everything

But it works both ways

Focus on “What’s in it for them?”

and “What’s in it for us?”

and “What’s in it for us?” Not just fans!

Tip #4 “Socialize your mothership” - think about how you can help people broadcast the activity on your website Try to own all the data you share with social networks. CRM your fans. Capture their activity. Don’t think platform, think about functionality and content.

5.Integrated execution asks for integrated evaluation

Awesome cross-media frenzies

Ask for cross-media evaluation

Cost per Impression AwarenessCost per Engagement Appreciation Cost per Lead Action Cost per Referral Advocacy 4 KPI’s to rule them all

Awareness Appreciation Action Advocacy Impressions Engagement Leads ReferralsNewsletter views clicks conversions forwards € 1500 wall posts +Facebook likes + post views conversions mentions in € 1000 comments status updates Do this for every channel

Awareness Appreciation Action Advocacy Impressions Engagement Leads ReferralsNewsletter € 0,1 cost per € 5 cost per € 10 cost per € 15 cost per € 1500 impression engagement lead referralFacebook € 0,2 cost per € 4 cost per € 100 cost per € 20 cost per € 1000 impression engagement lead referral Discover added value

Tip #5 Don’t think platform, think integrated. Look for a cross-platform solution to benchmark your marketing initiatives. Don’t report “Fans”, “Followers” or “Retweets” to the CMO. Not relevant. Report results. Evaluate and learn: use those cross-platform KPI’s to determine which platfoms you should use for your next campaign.

What did you learn?

5 tips for 2012 No Like-apps, but Life-apps. If you suck, you will suck on social. So don’t suck. Social media is more then marketing. Don’t think platform, think integrated. Use platform-independant KPIs.

©mrtea

2012 is aboutsocial integration

Conclusion 2012 is about “social integration” On your mothership In your database In your company Across different platforms

Questions?

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5 tips & trends for social media in 2012

by Talking Heads on Dec 08, 2011

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