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Social Media Seminar

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  • Activities, notChannelsA large number of companies are thinking about their next steps in social media, and one of the key factors in any social media strategy is the channel/content debate. Companies are struggling to capitalize on their use of social media channels. To provide some guidance, we would like to share our approach on how to make effective use of social media channels in order to spread content.1. Channel and content strategy: The first step consists of formulating a clear vision on the role of each of the online touch points. Apart from defining the goals and content of each of the individual channels, this phase is also about deciding how those channels interrelate.In this phase, define which touch points are most likely to help you reach your social media (and broader business) objectives. But instead of creating social silos for each of the touch points, you are going for an integrated approach, where the whole is greater than the sum of the parts.The truth is that all online channels are interrelated. Consumers can be routed from channel A to channel B. So here, companies should focus on creating a “content-conversion” plan, where you outline every touch point where a (potential) customer can come into contact with your content.Next, you need to determine at which of these touch points is conversion to your objectives (reputation management, community building, lead generation, etc.) most likely to occur. All other social channels should then support traffic generation toward these conversion points.When mapping out your conversion touch-point plan, define the trigger for each touch point that makes it possible to move on to the next. Furthermore, try to keep the lines as short as possible: The more steps that are necessary to reach the touch point where your business goals are realized, the harder it is to achieve high conversion rates. The easiest way to implement this is to use your own site/blog as the content conversion point. Social media are traffic builders to your site. It’s a very simple yet very commonly used approach.For example, for companies working in the knowledge sector, SlideShare can serve as a useful converting touch point. SlideShare is a social network site where people can share presentations (PowerPoint, etc.). This is the ideal place to showcase what your business can do and what you have to offer. On this platform, it is easy to directly convert a reader into a sales lead.
  • Audience. This is where it starts. Who, what where.
  • Viral Heat — Viral Heat is an affordable social media monitoring service that includes a sentiment breakdown for Twitter mentions.Twendz — Twendz is a very basic real-time Twitter sentiments tool.Tweet Feel — Tweet Feel is another real-time Twitter sentiments search-engine.Crimson Hexagon — Crimson Hexagon is an Enterprise-level social media tracking tool. The algorithm they use for their VoxTrot Opinion Monitor is really impressive stuff, and will help you determine what consumer sentiment is toward your brand based on social media mentions.Sentiment Metrics — Sentiment Metrics is another tool aimed at enterprises or larger businesses. We mentioned them in our round-up of reputation tracking tools last year.
  • Point A to BWhere we look at creating campaigns and activitiesLook at your channels available, their capabilities, the tools, your audience, your goals and bring your team and/or outside resources together to look at how they can be used.We usually think of 15 – 20 ideas and pick 1 to 4 that we analyize as having the best choice.Then research. Look at what other people are doing similar, can you see success.Potentially test – put a little out there and see what the reaction is, but don’t do too little that it fails
  • Standout Tactic:Honeywell’s weekly “Fun Fact Friday” post drives significant engagement with its audience by featuring an industry-related statistic or fact that might be out of the ordinary.
  • Standout tactic:A ”WeeklyWonder” post encourages visitors to answer a fun, topical question on a weekly basis. While these types of posts help drive interaction between the brand and the visitors, the key is the consistency with which they do it. By having a set day and time for the questions, users know when to expect them.
  • Viral Heat — Viral Heat is an affordable social media monitoring service that includes a sentiment breakdown for Twitter mentions.Twendz — Twendz is a very basic real-time Twitter sentiments tool.Tweet Feel — Tweet Feel is another real-time Twitter sentiments search-engine.Crimson Hexagon — Crimson Hexagon is an Enterprise-level social media tracking tool. The algorithm they use for their VoxTrot Opinion Monitor is really impressive stuff, and will help you determine what consumer sentiment is toward your brand based on social media mentions.Sentiment Metrics — Sentiment Metrics is another tool aimed at enterprises or larger businesses. We mentioned them in our round-up of reputation tracking tools last year.
  • This smart creation by Mercedes Benz involved a three-part story that aired on UK television during the commercial breaks for an episode of The X Factor. Each section presented viewers with a choice to vote on how the heroes of the spot would respond during the chase scene. They could tweet one of two actions along with the #YOUDRIVE hashtag to voice their opinions on what should happen next in the story.
  • Google Analytics — It's free and it can provide a really powerful baseline for a variety of different factors. You can track incoming links and then the activities of the users they send, which can be helpful.Omniture — Omniture has a slew of services available for businesses, including components that track Facebook and Twitter metrics.TweetMeme Analytics — This is useful if you use TweetMeme'sretweet buttons on your sites. It's a lot like Google Analytics, but focused on TweetMeme.PostRank Analytics — This suite of tools measures social engagement on other platforms and services. What's nice about PostRank is that instead of just a raw number, you can actually see the messages and comments from other sites that contribute to your stats. This can be really important for sentiment analysis (more on that later).HootSuite — HootSuite is a great Twitter manager but also offers impressive analytics. The nice thing about the click data you get from an app like HootSuite (or bit.ly) is by looking deeper you can more easily see if those clicks translate into transactions or impressions on your other sites.
  • Viral Heat — Viral Heat is an affordable social media monitoring service that includes a sentiment breakdown for Twitter mentions.Twendz — Twendz is a very basic real-time Twitter sentiments tool.Tweet Feel — Tweet Feel is another real-time Twitter sentiments search-engine.Crimson Hexagon — Crimson Hexagon is an Enterprise-level social media tracking tool. The algorithm they use for their VoxTrot Opinion Monitor is really impressive stuff, and will help you determine what consumer sentiment is toward your brand based on social media mentions.Sentiment Metrics — Sentiment Metrics is another tool aimed at enterprises or larger businesses. We mentioned them in our round-up of reputation tracking tools last year.
  • Transcript

    • 1. Social Media Marketing
    • 2. “An Audience is never wrong. An Individual member of it may be an imbecile, but a thousand imbeciles together in the dark – that is critical genius.” – Billy Wilder
    • 3. “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” -Scott Cook, Founder of Intuit
    • 4. VS • Website Visit • Direct Sale • E-Mail Captures • Phone Call • Registration • Search Optimization • Physical Visit • Brand Awareness • Brand Influence • Residual Sales • Create Dialog • Market Knowledge • Establish Expertise Tangible Intangible Goals
    • 5. Vine for B2B Lowes Home Improvement is also showcasing themselves as innovative Vine creators. They created a Vine campaign based on home improvement tips, and started using the hashtag #lowesfixinsix. https://vine.co/v/bU61aqq2YOp
    • 6. Facebook With nearly 17,000 likes, Honeywell interacts with and responds to posts at a frequent rate, and engages its audience with interesting industry content.
    • 7. Dell Enterprise has an entire tab on its Facebook page dedicated to sharing content from its YouTube account. Videos that talk about best practices and product features.
    • 8. Pinterest
    • 9. Pinterest
    • 10. Use LinkedIn Groups and Answers to showcase your expertise in your niche area. You don’t have to sell -- just become the go-to expert, and your customers will come to you.
    • 11. #YOUDRIVE This smart creation by Mercedes Benz involved a three-part story that aired on UK television during the commercial breaks for an episode of The X Factor. Each section presented viewers with a choice to vote on how the heroes of the spot would respond during the chase scene. They could tweet one of two actions along with the #YOUDRIVE hashtag to voice their opinions on what should happen next in the story.
    • 12. Specialized Social Communities
    • 13. Specialized Social Communities
    • 14. Graph search
    • 15. Site Integration
    • 16. Advertising Paid social media is best used in conjunction with other online and offline media to help promote quality content, brand awareness, and engagement. Audience • Highly engaged with the platform. Targeting • Unique targeting opportunities typically unavailable with traditional search or display advertising.
    • 17. Sponsored Posts • Individual Facebook posts, LinkedIn updates, and Tweets that are promoted by the page or feed that originally posted them • Appear as a “native ad” within your regular feed • Ideal for promotions, launches, and events
    • 18. Display Ads • Appear in the page margins of each Social Network • Typically used to sell a product or drive traffic to an outside page, rather than generating likes or followers.
    • 19. Time Management • Content Management Systems • Get your team aboard • Have a solid strategy • Editorial Calendar
    • 20. Gain Brand + Marketing Knowledge Customer Research. • Segment customers and learn what they want. Industry Research. • New trends, tools and information to expand your business. Competitor Research. • Strategic visualization of tactics, messages and networks. Brand Monitoring. • Keep tabs on your brand and what people are saying.
    • 21. Measure + Optimize Your Social Media Traffic • Quality often beats Quantity. Interaction • An endangered customer is a valuable one. Sales • Track all your channels Leads • Use that CRM and analytics. SEO • Build those links with exposure Brand Metrics • Word-of-mouth + viral sharing. Customer Engagement • How often do you respond. Retention • Keep clients with customer engagement. Profits • All these elements lead to profits.
    • 22. Metric Tools Traditional metrics like traffic counts, number of comments, Twitter followers, Facebook fans, etc…, are an important component when calculating your ROI. Tools • Google Analytics • Omniture • TweetMeme Analytics • PostRank Analytics • Hootsuite
    • 23. Sentiment Analysis Tools Sentiment is also a useful baseline tool to look at before implementing or changing a social media strategy and calculating your ROI. Tools • Viral Heat • Twendz • Tweet Feel • Crimson Hexagon • Sentiment Metrics
    • 24. Upcoming Seminar: Audience Analysis September 26th, 2013 QA