Your social media marketing plan
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From our Social Media workshop. Updated 20.03.10
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Your social media marketing plan
- 1. Your social media marketing plan
- 2. Darcie Tanner Condie Digital Media Geek CIVIC
- 3. Introduction
- 5. Respond to… Learn from... Engage with... Listen to...
- 6. Today we are going to lead a conversation. We will discuss: About social media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications
- 7. Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.” - AccountancyAge 5 Nov 09
- 9. Social media begins and ends with listening; you need to enter the conversation to add value.
- 11. Brands need to communicate to prosper.
- 12. Social media is… A type of online media that expedites conversation as opposed to traditional media, which delivers content allowing readers/viewers/listeners to participate in the creation or development of the content.
- 13. Social media is not… Social networking Social marketing
- 14. Social networking is the building of connections among people who share interests, relationships or activities through a service such as a social networking site (i.e. Facebook, LinkedIn, Twitter).
- 15. Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for social good.
- 17. The difficulty with social media is the choice of which tools and how to use them correctly.
- 19. > 250 million members 59% users aged 18-44 1 billion types of content shared every week > 4 million users become fans of pages daily Facebook
- 21. You can: Send updates Create polls Post events Advertise the page Convert visitors to fans Facebook
- 22. FAQ: Should you set up a group or a fan page? Facebook
- 23. Groups: Are you an organisation, charity or club? Groups allow bulk invites to be sent by admins and members. Groups are better for quick active discussions and attention. Facebook
- 24. Pages: Are you a brand, celebrity or event? Fan pages are visible to unregistered users and are indexed. Pages are generally better for long term relationships. Facebook
- 25. TIP: You do not need a Facebook account to set up a fan page. In fact, doing it on its own is better because your personal account won’t be tied your promotional page. Facebook
- 26. Facebook
- 27. Social Media isn't free, it costs time. Ensure you have resources and time to add new content and engage.
- 28. Unique US users: 17 million 62% of users are 24 - 54 Share content (yours & others) with followers More than 90% are moderate to heavy users Twitter
- 29. Enables: Access it on the go Real time news 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others. Twitter
- 30. With Twitter you: Put a human face to your company Engage in real-time conversations Gain immediate feedback Respond to questions and problems Twitter
- 31. First steps: Consider your tone of voice Search for relevant users Listen and respond to others Be prepared to wait a while for results Enter into conversations Twitter
- 32. Terms: Hashtags Trends RSS feeds Analytic tools Twitter
- 33. Twitter
- 34. The world's leading video sharing website YouTube 20 hours of content uploaded every Minute (28,800 every day) 16.6 million daily visitors 6 billion videos viewed a month
- 35. YouTube Insight is a valuable tool: Age range/genders of viewers Views over time Where visitors are coming from See where people tuned in and out YouTube
- 36. First steps: Test your audience with a sample video Embed it on your site, blogs and Facebook page YouTube
- 37. Great for making contact with similar professionals It’s about connecting & building relationships 43 million registered users Extend your profile with feeds from your blog / website LinkedIn
- 38. LinkedIn First steps: Create a personal profile Invite your contacts to connect Join the most active / relevant groups and discussions and participate Take part in LinkedIn Answers Create your own group
- 39. Enables the information you want to come to you. Helps to organise and simplify following what is happening with your brand. RSS Provides a way to push information from to all your social platforms
- 40. RSS
- 41. Google reader PC: Feed Demon RSS Mac: NetNewsWire Tools:
- 42. RSS Website YouTube Facebook Twitter Blog
- 43. RSS Website LinkedIn Blog/Twitter
- 44. Other Del.ic.ious Digg Wordpress Flickr Bebo Bebo MySpace Blogger Tumblr Friendfeed
- 45. Offering Value: Offer something of value, and don’t fail to take part in the conversation.
- 46. Something amusing or entertaining Some valuable information (e.g. a report) Advice or mentoring A discount Etc..
- 47. Benefits of these tools
- 48. Social Media is not about replacing other forms of communications, but to supplement them.
- 50. Listen and learn: Before you start with social media you must... Observe your audiences’ social media habits Be aware of online dialogue related to your brand Look at your competitors’ social media footprint
- 51. If you’ve ever done a regular marketing plan, it’s similar. Vision and Values Objectives Audiences Channels Evaluation
- 52. Vision and Values: An example: Vox Motus Vox Motus Vision: To thrill audiences with exceptional experiences
- 53. Vox Motus Values: Encourages and embraces new thinking in all areas of its work Aims to be creative and ground-breaking in every interaction Aims to create work of an exceptional standard Thrives on collaborative experiences Shares its passion for theatre
- 54. Objectives: Objectives should be measurable, achievable and specific. In social media, it may be best to think in terms of: Brand awareness goals Campaign-specific goals Relationships with users
- 55. The primary pilot project objective was to increase audience numbers, with a particular emphasis on 18-35 year olds, into the theatre to see Slick. Increase site traffic Generate a ‘buzz’ around Slick. Encourage interaction between the target audience and Vox Motus once Slick finished. Provide Vox Motus with the capacity to deliver future digital marketing campaigns of this style and scale for further theatre productions. An example: Vox Motus Vox Motus
- 56. Audiences and Channels: 25 For each audience, create a sketch showing: Your website Social media channels you wish to use The interactions between them
- 57. Create an architecture for each audience Vox Motus: Young People Vox Motus
- 58. 28 Create an architecture for each audience Vox Motus: Professional Network Vox Motus
- 59. Understanding the options: It pays to reign in your efforts and concentrate on your existing strengths. Before doing anything, ask yourself: 1) Does the strategy meet my objectives? 2) Does it play to my strengths (use existing assets)? 3) Is it good etiquette? 4) Does it provide value?
- 60. Measuring Success Tailor your measures to your program and objectives 32 Two main types of activity: Awareness building Seeking conversions (sales, sign ups etc)
- 61. Awareness Building Campaigns Measure depth of engagement, understand the audience Volume and reach (number of retweets, mentions etc) Demographic information Sentiment (is feedback positive) Level of engagement (how long did someone spend on your content) Measuring Success
- 62. Call-to-Action Campaigns Measure the number of conversions Increase newsletter subscriptions by 10% per month Number sign ups to an event Sales Website hits Measuring Success
- 63. Vox Motus: YouTube 35 By the end of September 2008 there had been 2,850 views of the YouTube videos, with 1,925 alone for the main trailer alone. Target demographic of 18 – 35 year olds accounted for just over 20% of the total viewing figures. Over 50% of users found the videos through an embedded player on another website. Vox Motus
- 64. Vox Motus: Facebook The number of Fans currently sits at 407. There have been over 5000 views of the Facebook page. The 18 – 35 target age range accounts for 90% of the total users of the Facebook Page. Vox Motus
- 65. Vox Motus: Blog As of Sept 09, there were 234 Visits and 439 Page Views on the Vox Motus blog. Usage of the Vox Motus website in the two months of the campaign was almost equal to the entire first six months of the sites existence. Vox Motus
- 66. Tools: Some applications to help get you started & measure your success: Tweetdeck Twitter app for desktop Tweetie2 Preferre d iPhone client Twitterberry Reco mmended Blac kberr y client Tools
- 67. Metrics: bit.ly Link tracker Google Analy tics Track ing us ers & activities Facebook Insights Trac king page/gr oup s tats Tools
- 68. Darcie Tanner Condie Digital Media Geek CIVIC [email_address] www.civicuk.com @CivicUK @DarcieC Contact
Editor's Notes
- Today’s session: • An introduction to Social Media
- Me, Came to Civic after a 6month contract at C4 Developing, building & maintaining 38minutes.co.uk - a ning social networking site for digital innovation & gaming in Scotland & N. Ireland. Civic: A digital agency specialising in creativity and technology.
- Traditionally We’ve learned about brands and companies through Word-of-mouth Press reviews Advertising Social media has elements of each of these
- Massive audiences, accurately targeted64% of Internet users access some form of social media Global social network usage is said to exceed email usage (Neilsen) In April 2009 the average Briton spent 22 hours 20 minutes using social media channels Social media enables us to target campaigns and qualify leads in a way that TV never could
- Increasingly the consumer wants to: Engage with… Listen to… Respond to… Learn from… Organisations (charities, businesses, government…) and each other
- About social media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications
- “ Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.”
- Social media begins & ends with listening. You need to enter the conversation to add value. If you’re not where the people are, you’re not going to get your message across. Positive engagement can snowball. Sitting on your hands just gives you sore hands. Engaging with social media is like openly dealing with customers in a busy village market. Everyone can hear what you say, and your charm, fairness and other ‘personal’ attributes matter a great deal.
- Some brands are still struggling with the power of social media. It’s not a fad, it’s a fundamental shift in the way we communicate.
- Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for social good. Social media could be a part of this campaign, but is not the basis of a social marketing campaign.
- Social media could be a part of this campaign, but is not the basis of a social marketing campaign.
- The difficulty with Social Media is the choice of which tools to use and how to use them correctly. There are hundreds of social networks and it’s tempting to start tweeting, blogging and poking because everyone else is...but don’t.
- http://namechk.com/ http://socialmention.com/
- Facebook is a social networking site where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organised by city, workplace, and school or college. 1 billion types of content shared every week More than 250 million members 59% users aged 18-44 As of Dec 2009, users over the ages between 44 & 62 went up 15% since 2008. This generation also love Facebook far more than other social media sites, with 73% of the group claiming to maintain a Facebook profile. Source: Deloitte
- You can: Send updates Create polls Post events Advertise the page Convert visitors to fans First steps: Ensure you have resources/time to add new content
- - Important for reputation management - Pages also allow stats, ads to promote page and have extra applications
- Twitter is a free social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. The average age of a Twitter user is 31, which has remained stable over the past year. MySpace is now 26, from 27 and for LinkedIn it is now 39, from 40. Facebook, however, is graying a bit: the median age for this social network site is now 33, up from 26 in May 2008.
- We’ll cover RSS feeds and analytic tools later in the presentation
- Create a personal profile: honest, and professional Get business cards at a meeting or event? Add them to your LinkedIn profile.
- Really Simple Syndication
- Brand network
- Professional Network
- • Put a human face to your company • Engage in real-time conversations • Gain immediate feedback • Respond to questions and problems
- We need to have our vision and values in mind if we’re to set objectives that serve them.
- We need to have our vision and values in mind if we’re to set objectives that serve them.
- Brand awareness goals E.g. Increase awareness, overall sense of favorability Campaign-specific goals E.g. increase the number of brand advocates (“followers” in Twitter), increase the number of inbound links to content on your website Continuity programs Social media is a mechanism for ongoing relations with your audience. This is just as true for your existing users / communities of interest.
- There will be a good level of awareness of the product in the UK Java community Measures: comments posted on all key blogger’s comments section, Twitter following increases 20% each month. Twitter mentions at 100/month. There will be a good level awareness among enterprise technology buyers Measures: 1000 LinkedIn users receive notification / related content each month until launch
- 1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.
- 1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.
- 1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.
- 1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.
- 1) Does the strategy meet my objectives? Does it meet my stated goals? If so, how do we measure it? 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Remember netiquette? Well its as essential as ever. Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Its not good enough to announce: “We sell ball point pens, please come an buy”, on Twitter. People expect some value. Reward them with entertainment, valuable information, or humour. But remember (2). If jokes aren’t your strength, don’t waste your time.
- Tweetdeck Twitter app for desktop - follow groups, hashtags, mentions, dm’s, multiple accounts Tweetie2 Preferred iPhone client - multiple accounts and user friendly - you can add your bit.ly api to both of these Twitterberry Recommended Blackberry client
- Bitly allows you to track how many people click on the information you share by utilising their API. You can connect it to your twitter accounts and by using the application as a link shortener. - you can add the API into tweetdeck & tweetie2 to keep track of all your info Google Analytics Tracking users & activities - all you need is a google account and the ability to insert code into your website. - many applications, such as wordpress and blogger allow for this to be added or offer their own version. Even flickr has included an analytics tracker for pro users. Facebook Insights Tracking page/group stats - This comes standard when you set up a facebook page or group.