Taming the Social Media Marketing Beast
 

Taming the Social Media Marketing Beast

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What if someone said “Today we are announcing three revolutionary products that will transform your business” ...

What if someone said “Today we are announcing three revolutionary products that will transform your business”
The first one allows you to self publish to the world with one click
The second enables you to market your brand without begging the gatekeepers or paying big media. It doesn’t cost a cent
The third is a breakthrough two-way communication platform that is free
But they are not three separate products – it’s called “Social Media”.
This take on social media…..inspired by Steve Jobs famous iPhone announcement of the iPhone in 2007, highlights the three vital components of social media.
It’s unrivalled power to publish, market and communicate to a global community in real time.
In essence it is the biggest change to publishing in 550 years (Gutenberg would be pleased), the biggest shift in marketing since the invention of the television and the most important communication revolution since the telephone.

Read more at http://www.jeffbullas.com/?p=33698#GvQ4DWp04Cq5roy6.99

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  • It was in 1439 a professional goldsmith created an agent for worldwide change. This invention facilitated enormous evolution to society in Europe and globally. The machine he created called the “printing press” provided for the first time, the means for the mass production of books.His name was Johannes Gutenberg and he was German.Over 3,600 pages a day could be printed compared to the forty that could be produced by hand printing. This was an increase in production of over 9,000 percent!This machine changed everything.Francis Bacon, the English philosopher said in 1620 that printing was one of three things that “changed the whole face and state of things throughout the world”. It introduced the era of mass communication which changed forever the structure of society and culture.
  • Television as we know it started to emerge in the 1920’s with moving pictures being demonstrated at 12 frames per secondThe first official paid advertising happened during a Baseball game on July 1 , 1941 But in 1946 there were only 44,000 TV’s in the whole USA
  • How important do Facebook think the changes to communicating are in a digital world on a social web? Facebook just paid 19 billion for a simple real time messaging app called “WhatsApp”It has 450 million monthly users.What’s App is a play on What’s Up” It is positioned as a a better SMS alternativeYou can send images, video, text and audio messagesFounded in 2009
  • In 2011 the Huffington post was bought by AOL for $315 million This was a tipping point for blogs as part of mainstream media
  • Over 1 billion unique users access YouTube every month4 billion videos are watched every dayIt is also the second biggest search engine after Google
  • Instagram owned by Facebook after being purchased for $1 billion in 2012It didn’t even have a websiteIt now has 150 million users
  • The social and now very mobile web is driven by over 1 billion new smart phones sold in 2013
  • Red Bull Story - Brands are out publishing traditional publishers
  • Red Bull Story - Brands are out publishing traditional publishers
  • In 2012 Felix Baumgartner leapt from the edge of space and broke the sound barrier
  • Visual media – Instagram, Pinterest, Video
  • Pay to play – Pay to get attention on social media Facebook reducing its edge rank algorithm
  • Brands start by passing mass media and use their own content distribution networks
  • Brands start by passing mass media and use their own content distribution networks
  • Visual media – Instagram, Pinterest, Video
  • Visual media – Instagram, Pinterest, Video
  • Visual media – Instagram, Pinterest, Video
  • Visual media – Instagram, Pinterest, Video
  • Think like a publisher
  • Build followers and fans on social networks
  • Engage on the platforms that your target audience hangs out
  • Build digital assetsOwned and earned

Taming the Social Media Marketing Beast Taming the Social Media Marketing Beast Presentation Transcript

  • Overcoming the Challenges and Seizing the Opportunities Taming the Social Media Marketing Beast
  • The most significant change to publishing in over 550 years
  • The biggest shift in marketing since the invention of TV
  • Most important communication revolution since the telephone
  • The new ways
  • The new ways - Blogs
  • The new ways - Search
  • The new ways - Facebook
  • The new ways - Twitter
  • The new ways - YouTube
  • The new ways - Instagram
  • The new ways - Mobile
  • Trends on the social web
  • Trends on the social web - Brands become publishers
  • Trends on the social web - Brands become publishers Red Bull - Sold 5.2 billion cans in 2012 • Red Bull the “publisher” – Red Bull Media House - 135 staff – Full feature film “The Art of Flight” – The print magazine – 5 million copies a month – Mobile games – Red Bull X Fighters – Events captured on Media – Diving, Motorsport, Plane racing
  • Trends on the social web - Brands become publishers • Epic Events - Red Bull Stratos Event – YouTube had 8 million concurrent views – Photo after landing -29,000 shares, 216,000 likes and 10,000 comments – Online mentions on Twitter included 194,000 the hash tag #stratos
  • Trends on the social web - Visual Content
  • Trends on the social web - Visual Content • Pinterest – 70 million users – 5 million images pinned a day – 80% are women • Instagram – 150 million users – 16 billion photos shared – 1.2 billion likes a day
  • Trends on the social web - Pay to Play
  • Trends on the social web - Pay to Play • Facebook – “Edge Rank” algorithm – Only 10-15% of fans see your page updates • Twitter – 3 types of self serve ads • LinkedIn – Self serve promotions
  • Trends on the social web - Brands start bypassing mass media
  • Trends on the social web - Brands start bypassing mass media • Beyonce – Tipping point? – Traditional mass media ignored – Launched on iTunes and social – 8 million followers on Instagram – 53 million fans on Facebook – Sold 828,773 copies in 24 hrs – iTunes fastest selling album
  • Trends on the social web - Social Media management platforms
  • Trends on the social web - Social Media management platforms • Social media is a complex beast – Many social networks – Multiple media assets – Constant content publishing – Monitoring and measuring – Management platforms for small business to enterprise – eg Hootsuite, Hubspot, Adobe Social, Oracle, Salesforce, IBM
  • Trends on the social web - The rise of Google+
  • Trends on the social web - The rise of Google+ • The numbers – Google invested $550 million – Only launched in 2011 – Over 1 billion users with accounts – 359 million mthly active users – Growing at 33% per annum – Captures social signals – Captures behavior and data
  • Trends on the social web - It’s becoming integrated
  • Trends on the social web – It’s becoming integrated • The social web is being woven into the fabric of society and media This includes: – Mass media – Search engines – Marketing – Publishing – Communication
  • Challenges
  • The challenges - Old habits
  • The challenges - Old habits • What are some old habits you will need to unlearn? • Social media marketing is not about – Your brand – Your products – Selling – One way conversation
  • The challenges - Technology • What software do you use? • What blogging platform? • Social media management platforms • What social networks?
  • The challenges - Pace of change • New social networks • Changes to social media • The rise of mobile
  • The challenges - Loss of control • From a one way conversation to two way communication • How does PR manage and control the brand and the message? • Use of social media at work
  • The challenges - What’s the “return on investment?” • Management will want to know – Will it increase traffic to my website? – Does social media provide more sales leads? – Is the cost of social media marketing less than outbound traditional marketing? – Will it grow brand awareness?
  • The challenges - What’s the “return on investment?” • Research by Hubspot showed that inbound marketing - a combination of social, search, blogging and content - reduced the cost of sales leads – Average cost of outbound marketing (telephone, print, radio etc) is $346 – Average cost of lead generated by inbound marketing is $135
  • The challenges - Where do I start? • How do I plan? • How do I create a strategy?
  • The opportunities
  • The opportunities • What if someone said “Today we are announcing three revolutionary products” – The first one allows you to self publish to the world with one click – The second enables you to market your brand without begging the gatekeepers or paying big media. It doesn’t cost a cent – The third is a breakthrough two-way communication platform that is free They are not three separate products - it’s called Social Media
  • The opportunities - Publishing power is in your hands
  • The opportunities - Publishing power is in your hands • Publishing is now – Free – Global – Instant
  • The opportunities - Social networks provide free crowd sourced marketing
  • The opportunities - Social networks provide crowd sourced marketing • The power of crowd sourced marketing • Research by Octoly.com that tracked user generated content found: – 99% of the views about Lego on YouTube were user created. – This means 7.92 billion views were created and and viewed by passionate advocates
  • The opportunities - Two way communication
  • The opportunities - Two way communication • Two way communication can provide – Free crowd sourced research – Know which content works through social media feedback loop with traffic, shares and comments – Instant feedback – It’s mobile and multimedia
  • The opportunities - Build online credibility and trust • How many times do you need to hear something about a specific company to believe that information is true? • Edelman Trust Barometer Report – Multiple sources enhance credibility – 3-5 times creates a trust factor of 60%
  • The opportunities - Build your brand assets
  • The opportunities - Build your digital brand assets What are digital assets? Owned • Website, blog, online store • Content – Videos – Articles, Blog posts, Ebooks – Images – Presentations – Audio
  • The opportunities - Build your digital brand assets What are digital assets? Earned • Organic search engine traffic – Rankings for keywords • Social network followers – Facebook – Twitter • Email list
  • The steps to creating a social media marketing strategy
  • Step 1: Get clarity on your target audience
  • Step 1: Get clarity on your target audience The demographics The personas Ask some questions • What are their key problems? • Where do they get their information • What are their aspirations • What primary social networks do they use? • What media do they consume?
  • Step 2: Set goals
  • Step 2: Set goals • What are your goals and their priorities? – Increase Facebook likes – Brand awareness – Drive traffic to website, blog online store – Increase sales leads – Grow your email list – Customer engagement
  • Step 3: Create content
  • Create content - Lorna Jane “active wear’ brand • Creating conversations “around” the brand not about the products – Created a separate website brand “Move, Nourish, Believe” – Includes: Events, Ebook, Recipes – Facebook is for engagement. 840,000 plus fans – Twitter is the personal account of the founder Lorna Jane Clarkson
  • Create content - B2B • Become “the” go to portal for your industry or niche – Blog – Free e-book – Webinars – Whitepapers – PowerPoint presentations (Slideshare)
  • Step 4: Marketing tactics to achieve goals
  • Step 4: Marketing tactics to achieve goals • Goal: Build an email list – Offer a free e-book – Create a custom tab on Facebook that captures an email to download a whitepaper, watch a free video – Run competitions on Facebook
  • Step 4: Marketing tactics to achieve goals • Goal: Increase your social network fans and followers – Offer free premium content for a Facebook “like” – Follow the “followers” of other online influencers on Twitter in your niche
  • Step 4: Marketing tactics to achieve goals • Goal: Grow brand awareness – Tweet your content on a regular basis – Send out your educational blog posts to your email list – Post the link to your blog post on Facebook – Share your content on LinkedIn
  • Step 5: Monitor, Measure and Manage
  • Step 5: Monitor, Measure and Manage • What to measure, monitor and manage – Social network growth – Retweets on Twitter – Shares – Comments – The source of website and blog traffic
  • Step 5: Monitor, Measure and Manage • What Tools? – Facebook Insights (free) – Twitter Analytics (free) – Hootsuite – Social media management platforms – WordPress stats (free) – Google Analytics (free)
  • Takeaways • Unlearn the old paradigms • Have a strategy • Think like a publisher • Grow “your” online distribution networks • Build your digital and social assets