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ADPR4300 - Session 8 - Spring 2012
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    ADPR4300 - Session 8 - Spring 2012 ADPR4300 - Session 8 - Spring 2012 Presentation Transcript

    • EMERGING AND SOCIALMEDIA IN THE MARKETPLACEMARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
    • UNDERSTANDING YOUR AUDIENCE BLOCKING AND TACKLINGAGENDA / / CONTENT + EDGERANK FACEBOOK INSIGHTS CLASS DISCUSSION QUESTIONS 2
    • UNDERSTANDINGYOUR AUDIENCE 3
    • RESEARCH US SOCIAL NETWORK USAGE + PENETRATION 200 164.2 MM 157.8 MM 150 147.8 MM 134.6 MM 113 MM 100 67.0% 63.7% 66.0% 60.1% 52.3% 50 0 2009 2010 2011 2012 2013 % of Internet Users Social Network Users SO U RCE : e Mark e t e r, March 201 1 4
    • RESEARCH FEB 2011 NETWORK UNIQUE VISITORS (Millions) 150 144.9 134 120 114.3 90 60 30.5 27.3 30 19.4 10.2 0 Google Facebook YouTube Wordpress Twitter Flickr Tumblr Unique Visitors SO UR CE : C omp e t e , M arch 2011 5
    • RESEARCH 6
    • 35% OF TRAVELERSHAVE USED SOCIAL MEDIATO INTERACT WITH ATRAVEL COMPANY S OU RC E : e Mark e te r , J uly 20 1 0 7
    • 72.7% OF US SOCIALNETWORK USERS ACCESSEDSITES AT LEAST DAILYWHILE TRAVELING SO U RCE : e Mark e t e r, De c ember 20 1 0 8
    • NEARLY 60% OFRESPONDENTS SAID SOCIALMEDIA MADE IT EASIER TOMEET PEOPLE WHILETRAVELING SO U RCE : e Mark e t e r, De c ember 20 1 0 9
    • 20% OF FACEBOOKUSERS HAVE ASKED THEIRNETWORK OF FRIENDS FORTRAVEL ADVICE SO U RCE : e Mark e t e r, January 20 10 10
    • RESEARCH REASONS THAT US SOCIAL NETWORK USERS DECIDED TO BECOME A FAN OF TRAVEL BRAND Special Offers / Discounts 59% Loyal Customer of the Brand 39% Identify with the Brand 34% Makes Me Feel Like a Valued Customer 28% Friends are Fans 20% Friend Recommendation 19%Feel Connected to Others w/ Similar Interests 19% 0% 15% 30% 45% 60% 75% % of Respondents SO U RCE : e Mark e t e r, S e p tem ber 20 10 11
    • MARKETING ON FACEBOOKSTARTING WITH THE BLOCKING AND TACKLING 12
    • MARKETING ON FACEBOOK 8 0 0 millio n p eop le o n Fa cebook, 16 0 mi l lio n A me r ica ns . 5 3 % of co nsu mer s r e po r t t hat t he y wi l l p u r c has e a b ran d’s p rod uc t or se rvi ces after fo l l o wing the m o n Fa c ebo ok S i x b i llio n pho to s a r e up lo aded to F acebo ok e a ch mo nt h M o re t han 20 % of online buy ers fou nd F a c ebo ok p age s “ i nf luen tial” or “extr em el y i n f l u en tia l, ” w he n mak ing purchase de ci si on s 13
    • FACEBOOK NEWS / CHANGES • New layout • Top Stories - highlights posts the users will likely find important, and prioritizes them at the top of your feed • Option to individually mark a post as a top story, increasing the likelihood that type of post or friend will appear at the top of the feed • Albums that appear in the newsfeed stack three photos for a more creative viewing experience • Personal Timelines launched in September • Photo cover at top of profile that users can customize • Highlight life events with dates, photos and a story 14
    • ANATOMY OF A FACEBOOK PAGEActively manage your left-rail ofcontent. • You can edit and arrange your page navigation for your brand. • Get active and like other relevant pages. • Remove applications that are no longer relevant. 15
    • ANATOMY OF A FACEBOOK PAGEGet creative with your real estate. • Profile images and thumbnails offer an opportunity for branding. • Consider easy to update templates that have been preapproved. • Always consider legibility within the thumbnail graphic. • Take advantage of the five most recent images across the top of your wall. 16
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    • ANATOMY OF A FACEBOOK PAGELeverage the “Info” tab on yourFacebook page. • Great opportunity for brands to refine SEO of page. • Link to your brand’s website and other important sources (privacy policy, etc). • Publish guidelines for your community. • Have the brand “Like” other pages and link to them. • Don’t forget the “About” box. 19
    • FACEBOOK APPLICATIONS 20
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    • FACEBOOK CONTENTTELLING A STORY AND CREATING ENGAGEMENT 23
    • DEVELOP A CONSISTENTTONE AND VOICE FORYOUR BRAND. 24
    • CONTENT DEVELOPMENTHere are some best practices to keep in mind, review andrefine for each of your brands / clients. • Create monthly content calendars of pre-approved posts • Post 3-5 times each week, increase during special events • Posts should be engaging + brief (under 200 characters) • 80 characters or less in length have 27% higher engagement • Utilize consistent messaging + develop regular content categories. • Brand Related • Industry Related News • Current Events 25
    • ENGAGEMENT TACTICSAccording to a Buddy Media Study, more than 30 billionpieces of content are shared on Facebook each month. • Provide content + imagery that is easily shareable + useful • Use targeting when posting location-specific content in order to reach the correct audience + avoid delivering irrelevant or exclusive content • Utilize Questions functionality to crowdsource topics • Action Keywords - use directive copy + call it out in a post. Fans follow instruction well - the simpler, the better (Buddy Media) • Like, Take, Submit, Watch, Post, Check, Comment, Click Here, Tell Us, Share, Visit • Update the creative quarterly 26
    • COMMUNITY MANAGEMENTRecommendations for community management: • Manage channels daily by participating in regular conversation with the community • Ask questions - posts that end with a question have a 15% higher engagement rate • All posts should be responded to in less than 24 hours • Each post should have a public response / comment • Post when people are listening • Outside of regular business hours leads to 20% more engagement, according to Buddy Media (early morning, end of work day, late at night) • Utilize unique Bit.ly accounts for each social platform to individually track clicks and engagement • Reach out to other communities and influencers. 27
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    • FACEBOOK CONTENT CALENDARWhat are the benefits of drafting acontent calendar? • Gives your clients an easy way to approve content and provide edits. • Allows you to categorize your posts. • Measure your success on a variety of data points. • Adjust your content appropriately. • Collect and archive to leverage in the future. 30
    • FACEBOOK COMMENT PROCESS NE GATIVE NE GATIVE APP RO PR IAT E I NAC CU RAT E P RO MOTI ONAL (L OW RIS K) (HIGH R ISK) Post is positive, Post contains Post contains Post contains Post is lengthy (three negative, or neutral inaccurate negative or negative comments or more sentences), and may include a information about the inflammatory about community promotes an legitimate question brand statements regarding members or blatantly unrelated topic, links DE F I NI T I ON or comment the brand attacks the brand to an inappropriate pertaining to the page, does not brand benefit fans, or appears to be spam Approved authors Thank user for Respond to comment Document and delete Any comment that concur with the post, comment. Clarify with clarification or comment fits the above criteria let post stand as is, incorrect information acknowledgement will be mark as spam provide additional with a positive tone per client approval (if (if qualifies) and I NI T I A L AC TI ON S information, express per client approval (if needed) deleted from the appreciation, or necessary) page without notice address concern per or response. client approval Continue to engage Continue to engage If repeat comments Consult client to None and follow user; and follow user occur, contact user assess risk and document product via private message further action. Cease feedback and direct them to engagement with F I N A L AC TI ON S client for more user and block from information. LC will page. continue to monitor user. 31
    • CLASSIFY YOUR AUDIENCE MO NI T OR + C LAS SIFY I DE N TI FY P RO FI LE { PR O SPE C TS ADV O CAT ES INFLUE N CE R S COMMUNIT IES ME DIA OT HER TYP ES ID E NT IFY GOA LS { AWAR ENE S S E NC OUR AGE ENGAGE BRA NDING MOR E INF O MANA GE BR AND CONVE R SATIO NS E NG AG E I N RE LE VA NT CO NVE RS ATIONS + CO MMUNITIE S EN G A GE ME N T { STR A TE GIES DE VE LO P E DUC ATIO NAL CO NTE NT F OR SHAR ING CO NN EC T ADV O CA TE S WITH E XIST ING FE EDBACK LOOP S DR I V E A W A R E NE S S + ENG AG EME NT
    • FACEBOOK EDGERANK 33
    • FACEBOOK EDGERANKUnderstanding the options with theFacebook news feed. • Top News shows posts from your friends (and pages) based on EdgeRank relevance. • Most Recent shows updates from your friends (and pages) based on chronological order. 34
    • FACEBOOK EDGERANKWhy is EdgeRank important? • “Top News” is the default filter on your news feed. • Not everyone sees your Page’s posts. 35
    • FACEBOOK EDGERANKHow can you improve the chance for your Page’s contentto show in the news feed of your fans? • Focus on quality over quantity of fans. • Post photos and videos. • Include links with your posts. • Ask questions or create polls. • Focus on fan engagement over a simple “Like” • Target posts based on time and locations. • Find your voice. 36
    • FACEBOOK EDGERANK
    • FACEBOOK INSIGHTSMEASURING SUCCESS WITH YOUR COMMUNITY AND POST-CLICK BEHAVIOR 39
    • BUILDING A FOUNDATIONEstablish success metrics and build KPIs: • Awareness • Community size, growth, active users and impressions / views • Engagement • Interaction; including comments, likes, media views, wall posts and mentions/RTs • Competitive • Measure brand against competitors and industry averages to define success of community size / growth • Traffic • By utilizing tools such as Google Analytics and Bit.ly, track and report on click through links 40
    • BUILDING A FOUNDATION 41
    • MEASUREMENT + ROI Fan Growth + ROI 8000 4000 0 -4000 -8000 -12000 -16000 -20000 8/11 9/11 10/11 11/11 12/11 1/12 2/12 3/13 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12 Fans Revenue 46
    • CLASS DISCUSSIONHOW DO YOU THINK A BUSINESS CAN BENEFIT FROM BEING MORE SOCIAL? 47
    • ASSIGNMENTFEBRUARY 13, 2012 48
    • ASSIGNMENTFebruary 13, 2012 • Guest Speaker • Submit any questions you have for John Garvey (@JGarvey, @GarveyComm) and connect with him on social channels. • Blog Entries + Comments • Second blog assignment due by EOD Sunday. Try to focus on Facebook marketing as a topic. • Twitter • Don’t forget to participate in sharing content on Twitter using the #ADPR4300 hashtag. (At least twice a week) • Readings • Check D2L for appropriate links. • Mid-term • Don’t forget to have suggestions for Wednesday’s class. 49
    • QUESTIONS 50