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2014 Social Media Strategies Summit Presentation - June 18, 2014
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2014 Social Media Strategies Summit Presentation - June 18, 2014

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This is my presentation given to the 2014 Social Media Strategies Summit in Amsterdam. Its for people curious about how to help stories fuel reach, relevance and ROI with a few simple, low-cost tips …

This is my presentation given to the 2014 Social Media Strategies Summit in Amsterdam. Its for people curious about how to help stories fuel reach, relevance and ROI with a few simple, low-cost tips and tricks to get things done.

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  • 1. 2014 STRATEGY WORKSHOP BA-A-A-DASS SOCIAL MEDIA STRATEGY ON A BUDGET
  • 2. AN MDKSOCIAL PRODUCTION.
  • 3. “What digital allows you to do is have something for everybody and use the data that you have about an individual in a particular moment—because of the search term that they use, or because of where they’ve been looking on your website, or due to the social engagement they’ve had with your brand— to categorize them differently and have something for each of them.” -D. EDELMAN & L. COLLINS @ McKinsey
  • 4. EFFECTIVE SOCIAL MEDIA PLANS ARE LIKE GREAT STORIES
  • 5. GREAT STORIES ARE MEMORABLE + EFFECTIVE
  • 6. GREAT STORIES LIVE ON TO INSPIRE OTHERS
  • 7. The best (brand) stories build and sustain rich, vivid, and emotionally-packed memories rooted in real life experiences. TO COMPLIMENT OUR LIFE
  • 8. AND THRIVE ACROSS MEDIA Adding new consumer dimensions, perspectives and experiences to stories. VIDEO + BLOGS Responsive Platform Site Download Brochure Video and Blog Content Social Links, Sharing and Email Database Print TV/Video Search Radio Providing a rich user experience (UX) around the content consumers want. SEARCH Seamlessly translating the story across all devices, contexts and platforms while acting as a central hub for communications. RESPONSIVE SITES Creating, curating and sharing content that sustains word of mouth and keeps customers happy. SOCIAL SHARING + CRM S T O RY T E L L I N G I N A N E W M E D I A E C O S Y S T E M
  • 9. BECAUSE NOW THE GREATEST STORIES CAN BE TRULY PERSONAL
  • 10. DIGITAL LETS YOU DEVELOP STORIES FOR MULTIPLE SEGMENTS OF PEOPLE INSTEAD OF ‘TARGET AUDIENCES’.
  • 11. 64% OF SHARING IS ABOUT THE SHARER*. MOST PEOPLE TYPICALLY SHARE IN ORDER TO: 1.  Bring Valuable Content To Others 2.  Define Themselves 3.  Start and Develop Relationships 4.  Self-Fulfillment (status, ego) 5.  Support Causes
  • 12. AND GREAT BRANDED CONTENT Great content lies in understanding the profiles, media, touch points, and real life contexts that shape and influence people’s behaviour along their unique route(s) to purchase. DEMOGRAPHIC PSYCHOGRAPHIC ASPIRATION NETWORKS PROFILING 2.0
  • 13. THAT FITS INTO EVERYDAY LIFE PRODUCT! CONSUMER!CULTURE! PRODUCT TRUTH A feature, benefit, or typical usage of the product for/in everyday life. CONSUMER TRUTH Key behavioral traits of the target audience in question.Things they typically think, feel or do. CULTURAL TRUTH Something about how people typically relate to or communicate about the product category or industry.
  • 14. WE CAN BE MEASURABLY EFFECTIVE
  • 15. GET BETTER OVER TIME GREAT STORIES IMPROVE AND GROW There’s always going to be new digital stuff that can bolster campaigns as quickly as they can derail them. Smart companies work to develop clear KPI’s and ‘rapid-cycle test and learn’ processes to understand performance and how to adapt effectively.
  • 16. RELY ON D.U.M.B. GOALS B U S I N E S S O B J E C T I V E S RAISE AWARENESS HIGHLIGHT PRODUCTSDRIVE PREFERENCE REINFORCE OFFLINE/ONLINE ADVERTISING ENGAGE COMMUNITY VIA PRODUCT REVIEWS RAISE POSITIVE SOCIAL MEDIA SENTIMENT 1.  IDENTIFY THE BUSINESS OBJECTIVES AND SET PARAMETERS FOR THE WORK WE ARE DOING. 2.  ESTABLISH CLEAR GOALS FOR EACH BUSINESS OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS DISCUSSION. 3.  ASSEMBLE KPI’S IN PARTNERSHIP WITH THE CLIENT’S ANALYTICS TEAM 4.  SET SUCCESS METRICS UPFRONT BY IDENTIFYING TARGETS FOR EACH KPI. YOUR CLIENT’S MARKETING AND FINANCE TEAMS PLAY A BIG ROLE HERE. BRANDED TRAFFIC VISITOR LOYALTY NET PROMOTER SCORE BROCHURE DOWNLOADS TALKING ABOUT THIS APPLAUSE RATE AMPLIFICATION RATE 7K VISITS/ MONTH SPECIFIC PAGEVIEWS 3K SHARES/ MONTH NPS 9 4K SHARES/ POST 2K/MONTH 50% REPEAT VISITS 2% BOUNCE RATE 150/MONTH The process 1.  Identify the business objectives and set parameters for the work we are doing. 2.  Establish clear goals for each business objective. Executives play a big role in this discussion. 3.  Assemble kpi’s in partnership with the client’s analytics team 4.  Set success metrics upfront by identifying targets for each kpi.Your client’s marketing and finance teams play a big role here.
  • 17. BUILD A CLEAR PLAN B U S I N E S S O B J E C T I V E S OBJECTIVE 1 OBJECTIVE NOBJECTIVE 2 GOALS GOALSGOALS KPI KPIKPI TARGETS TARGETSTARGETS EWORK HELPS SHOW BETWEEN BUSINESS S, MARKETING GOALS, HEIR MEASUREMENTS AT
  • 18. ALLOCATE TIME WISELY 90% Engaging with your audience 10% Creating Content HowtobestspendyourtimeonSocialMedia The 90:10 rule means that for an average 8-hour day of social media marketing, no more than forty-five minutes (okay, 48) should be spent creating content. The remainder of your day should be fully devoted to meaningfully interacting with your audience.
  • 19. AND BUDGET APPROPRIATELY 60% Media 30% Content HowtobestspendyourmoneyonSocialMedia (60:30:10rule) 10% Strategy 60% Social Intelligence 30% Measurement 10% Reporting 60% Creative 30% Community 10% Influencers 60% Core Channel 30% Complimentary Channel 10% Viral Channel Without strategy, you can’t manage what you can’t measure. Most of your content should be focused on engaging with your audiences. Paid media should be used to accelerate great content, not push average content.
  • 20. AS LONG AS YOU HAVE FUN
  • 21. 2014 STRATEGY WORKSHOP // SOCIAL STRATEGY ON A BUDGET WORKSHOP TIME!
  • 22. Reimagine digital ©2014 MDKSOCIAL
  • 23. IF YOU’D LIKE TO LEARN MORE CONTACT ME TODAY! TEL: +31614293527 EMAIL: MICHAEL@MDKSOCIAL.COM TWITTER: @MDKOENKA
  • 24. R E I M A G I N E D I G I T A L IF YOU’D LIKE TO LEARN MORE CONTACT ME TODAY! TEL: +31614293527 EMAIL: MICHAEL@MDKSOCIAL.COM TWITTER: @MDKOENKA