Workshop session 13 Identifying the value benefit in social media
De Hallam | Online Planner
Claire Burnham | Online Planner
Welcome to our South Street campus
In a recent bloggers competition we asked our students to share 10 things Murdoch meant to them ........
Let ’ s get started
What ’ s your expectation for the session?
We want you to be able to take-away
one usable idea
Framing the session
This workshop is about the strategy that is needed to achieve your goals, it ’ s about the roadmap, not the final destination.
Social media models - defining your purpose
Model one: social media marketing
You ’re most often reacting to the need to be using social media but nonetheless are integrating into a wider communications strategy
There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated
Model two: integrated social CRM
The focus is way beyond marketing and is about the consumer and wider market interactions pre, during and post purchase
The business is so customer oriented and leveraging social media to engage and interact with the consumer, marketing is but one component in meeting the consumer needs.
Both have the same guiding principles
An authentic, well planned content purpose
A focus on who they are reaching and why
But the roadmap contains many more important landmarks along the way
Our super-fast best practice guide to;
Adapting your brand within a social media context
Creating your social media guidelines
Establishing your success model
Budget models and resource challenges
Managing internal stakeholders and senior management
Positioning your brand – how human will you be?
It ’s about fostering trust through authenticity, dialogue and innovation
It ’s about adding value where your target audience is searching and researching
It ’s about being open and prepared to let your target audience play a part in developing your brand and giving them a place to do it
Brand positioning in social media
Josh Halliday guardian.co.uk, Tuesday 12 October 2010 11.43 BST
Social media guidelines – don’ t leave home without them
A dictionary description
Noun: A general rule, principle, or piece of advice .
Having a set of social media guidelines is evidence that a company understands how communications with your customers has evolved
It shows that the company cares about its employees like a parent who sets boundaries for her child
Social media governance – socialmediagovernance.com/policies.php
Establishing your success model – what does your “ R ” stand for?
Establishing your measurement purpose
How will your stakeholders know how well you are doing?
Does everyone understand what your purpose is?
Some things to think about before you start;
what will your “ R ” in ROI stand for?
what will be the real cost of your strategy?
how long will it really take to start to achieve your ROI?
can you have a combination of soft and hard measures to keep everyone happy?
Allocating budget and resources – how much is enough?
Latest budget statistics
On averages companies increased their digital spend by 35% in the last year
75% of those companies were increasing digital spend specifically to support the growth into social channels
If you are allocating less than 10-20% of your overall marketing spend digitally you might be out of step with your competitors
“ Whether you choose to do something in-house or outsource is rarely a point of differentiation in the short run. But really building an expertise in-house can define a marketing organization over the long haul.”
Director, Lead Generation B2B technology, Achieving Digital Balance report
An idea of internally facing roles 11!!
Managing the mental shift – guiding your internal stakeholders
Patience is a virtue
If you really want your organisation to embrace the change then take it slowly
Have a solid plan and a vision to take your organisation forward
Have senior management support to help you spread the word and report your successes
Find like-minded people from within, you don’ t have to do everything yourself
Section two: A guide to creating & distributing relevant content
“ Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ” “ Get content, get customers ” – Joe Pulizzi
Build your content warehouse.
Creating content in a social context
What ’ s the “ social object ” ?
Human beings do not socialise in a random way - there is a tangible reason for bringing us together.
Social networks form around social objects, not the other way around
Source: Social object - gapingvoid.com/2007/12/31/social-objects-for-beginners/
An example: murdoch.edu.au Strategic goal Improving student attraction by developing more integrated marketing programs for target audiences. Target audience Year 12 High School Students sitting WACE (Western Australian Certificate of Education) exams. Social object Exams. What would they value? Support in the lead up to exams ( how to study as well as what to study ). How can you meet their need? Create a blog where students can access and interact with tips and advice direct from our lecturers. How could you package the content? Illustrated takeaways (info graphics) Top tips from attendees of exam preparation courses Guest lecturer blog articles Links to useful online resources (WACE Exams, Online study guides) What are your success measures? Engagement (dwell time, click depth) Sign up to online newsletter Sign up to Exam Preparation Seminars.
1= daily twitter update, curated content, UGC 7= weekly blog post, tip sheet, photo-gallery, discussion 30= monthly extended blog post, eNewsletter, podcast, slideshare 4= quarterly whitepaper, eBook, infographic, competition 2= bi-annual event, webcast, print brochure, PDF extracts 1= annually iPhone app, Facebook app, host an event Source: Russell Sparkman | Fusionspark Media | 2009
Content marketing models
Help you become smarter at something, become a preferred source of research in the hope that you will buy something.
Loyalty driven / pay what you think it ’ s worth Help you become smarter at something in the hope that you will support our work ($).
the99percent.com Strategic goal Increase conference and consultancy sales by positioning the99percent.com as a trusted resource for targeted audiences. Target audience Creative professionals. Social object Making ideas happen. What would they value? Advice, tips and cheat sheets from renowned industry leaders. How can you meet their need? Create a blog where proven idea makers can share knowledge in the form of articles, action orientated tips and best practice sessions. How could you package the content? Blog articles Illustrative conference take-aways Videos Cheat-sheets What are your success measures? Engagement (dwell time, click depth) “ Appreciates ” Tweets Comments
brainpickings.org Strategic goal Increase donations by fostering and nurturing relationships with subscribers. Target audience Non-industry specific audiences seeking inspiration. Social object Creativity. What would they value? Inspiration for creating and building new ideas. How can you meet their need? By bringing together different disciplines to inspire new ideas (A discovery engine for interestingness). Bring together things you didn ’ t know you were interested in until you are (educate). Separating the ‘ signal from the noise ’ (curate) How could you package the content? Blog articles Top 10 lists YouTube videos Curated maps/imagery What are your success measures? Engagement (dwell time, click depth) Social share (Facebook, Twitter) Newsletter sign ups
Section three: How well do you know your audience?
Our strategy: social media marketing
There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated.
We wanted to better understand the digital behaviours and preferences of our students to be able to engage them more effectively in order to;
build deeper, more engaging relationships with prospective students
improve retention and create a better sense of belonging for existing students
How can you increase your likelihood of getting your customers to engage with you?
We wanted to see if our students digital behaviour could challenge and improve our marketing planning process.
So we conducted a social technographics study A person ’s habits and behaviours in the groundswell Focuses on the person ’s technology behaviours
The study was about helping Murdoch to understand how to reflect the right behaviours in the groundswell.
“ as social trend in which people use technologies to get the things they need from each other , rather than from traditional institutions like corporations ”
Who we surveyed
3535 students across 3 campuses took part;
that ’ s a participation rate of 18%
the survey was hosted online and took 10-15 mins to complete
we incentivised participants with the chance to win an iPad2
email was the most effective traffic source closely followed by our student portal homepage
Our sample demographic was consistent with the Murdoch profile;
67% female and 33% male for the study v 62% (f) and 38% (m)
45% 18-24 year olds for the study v 41%
79% UG and 21% PG for the study v 84% and 16%
The most important point?
Our findings were statistically relevant.
What we learnt about our students content behaviours (some highlights anyway)
Regardless of age, gender or culture, Murdoch students are far more likely to actively participate in online activities than the Australian population.
Social behaviours comparison
What does this mean for content packaging for our intended audience?
Highlight: One in two students say social networking is the content they would access ‘ most often ’ online. Finding: 67% of females added comments to a social networking site daily-weekly
Highlight: Watching video created by other users is the second most popular online activity. Finding: 65% of male students consume video content daily-weekly
Highlight: Our students actively seek out reviews and opinions from others. Finding: 52% of students use online forums or discussion groups daily-weekly
Highlight: Students actively share and recommend content with their friends. Finding: Students on average have 200-300 social networking contacts
Highlight: More than a quarter of our students are creating and publishing their own content – they are drivers of social change. Finding: 61% of international students surveyed are actively creating content online
Helping us to make smarter, less assumption decisions so we can;