Are you social media mature?

Steps to being social mature• Focus on engagement• Focus on a content plan• Focus on storytelling and creating value• Focus on co-creation and collaboration• Focus on conversion

Social media is often started with list buildingKPI to get x number of fans and followers

Having 100.000 fans is greatbut what does it mean?

You can have tons of fansbut not all of your fans see your facebook updates EDGERANK

Every facebook post reaches only part of your facebook fans POTENTIAL REACH

Every facebook post reaches only part of your facebook fans POTENTIAL REACH Friends of fans is a useless statistic

To keep your reach uppeople need to engage with your content comment, like, share

social media mature stepfrom fan aggregation and likes to engagement

How do I get people to engage?

what we know:newsfeed post impressions are much higher than page views

40% of facebook time is spent on the newsfeedpeople follow brands in the stream not by visiting the page

social media mature stepfrom facebook contest applications to a content plan

Content to like

Fill in the blank ____

Like this if / share this if

Facebook Questions

Using Photo / Video

They sure do the trick but ...

Engagement for the sake of engagement does not cause conversion

social media mature stepfrom engagement for the sake of engagement to storytelling and creating value

Create value• Focus on your brand purpose• Products are designed to help people

Jamie Oliver helps youto create awesome food

Nike helps you to stay in shape

Be influentialA story needs to mean something for the users situation

Be influential

Users are able to participate in the storytelling

social media mature step from linear storytellingto co-creation and collaboration

Jamie Oliver Live interactive webcast

Mc Donalds hamburgers

To be interactive you need a community manager MANUFACTURING MARKETING PRODUCT SALESFINANCE IT

Great content needs to be unleashed in a great way http://www.facebook.com/Boo = 4 million fans

Don’t post everything at once

Analyze post frequency Post on mondayonly 8.4% of fans will see it

Everyday posting will lead to a cumulative effect 8,4% 9% 10,1% 13% 16,2% 17% 22,2%Try building your next post on the one before, create a story

Analyze Post data• Analyze posting times• People reached vs engagement at that time• Lunchbreaks, after work, ...

Media industryAvoid the monday noise

Food & Beverage industryEngagement high midweek & Saturday

Engagement is not the end of the line but a mean to improve conversion

social media mature stepbeyond engagement to conversion

Conversion:Shift from website as a central hub to the user as a central hub

The idea of social media isnot to bring people to your websitebut to create a return on investment

”in some cases some of our campaigns wont need a coke.com-hosted site. In most cases, these will still exist as its the most obvious destinationfor a consumer, but it might only be a page linking to YouTube encouraging people to join the community there. We would like to place our activities and brands where people are, rather than dragging them to our platform.” The website has become a channel not a destination

What about sites with webshops ?

If you redirect make it trackable !

Track• Products sold• Number of customers• Revenue• Profit• Points of origin (referrer)

Give people what they needon the channel of their choosing

Don’t create a social media island but create integrated campaignson which all media support each other

Thank you for watching. If you have any questions, please send them to info@theparkinglot.comfacebook.com/theparkinglot - twitter: @the_parking_lot - www.theparkinglot.com

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Are you social media mature?

by The Parking Lot on Jul 02, 2012

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Are you social media mature? Presentation Transcript