“Social Marketing”is meaningless.A social media primer by Michael Koenka.
Without e!orts to understand ourbusiness and audience’s sharedmotivations, our online, social (andeven public) presence risks wideningthe gap between meaningfulcommunication, and useless noise.The Meaning Gap
Companies need to knowwhat they want to be, beforeever deciding on what theyshould do.If you know and respect who you are, you know where you belong.You also know where you don’t belong.#1 - Misdirected
Marketing and communicationsbased on generic insights almostalways leads to building genericrelationships.In a world where everyone is connected all the time, just having excellentservice and the latest technologies is no longer enough.#2 - Generic
The tools we use today arenarrow answers to broadchallenges; they do one thingamazingly well, withoutconsidering the bigger picture.In a world where everything is almost literally possible, the one thing thatcould help companies ﬁnd their way through the noise is often overlooked.#3 - Isolated
Sixsteps to kick ass in social media:1.Clarify yourAmbitions2.Do yourHomework3.Use InsightsWisely4.Build aSoundStrategy5.Design anintelligentframework6.Plan forSuccess
1.Clarify yourAmbitionsThe ﬁrst step involves clarifying your corebusiness objectives. They answer what youseek to gain by being on the web.Start by asking “Why?”These objectives also help youunderstand what you should measureover time.AWARENESS! CONSIDERATION! PREFERENCE! PURCHASE! RETENTION!• IMPRESSIONS!• BRAND RECALL!• SOCIAL VOLUME!• SITE VISITORS!• BRANDCONSIDERATION!• SENTIMENT ANALYSIS!• BRAND FAVORABILITY!• PURCHASE INTENT!• CAUSAL ATTRIBUTION!• COST PER ACQUISITION!• ENTRANCE SOURCES!• SOCIAL CONNECTIONS!• SOCIAL ENGAGEMENT!ObjectivesMeasurements
Good social marketingresearch requires a blend ofqualitative, quantitative,industry, and competitiveanalyses from di!erent sources.QuantitativeToolsQualitativeToolsIndustryReportsEnvironmentAnalysisBlended Genius• Think with Google• Google Trends• Compete.com• Twitter search• Sysmos• Open FB Status• Pew• eMarketer• Nielsen• MixRank• SocialBakers• BuzzBlog• Bannerblog2.Do yourHomework
Digital Category ResearchINSIGHT 1: BUYING OFFLINE!85% OF EUROPEAN MALES BUY THEIRPERSONAL APPLIANCES OFFLINE!INSIGHT 2: RESEARCHING ONLINE!56% OF EUROPEAN MALES DO THEIRRESEARCH ONLINE BEFORE BUYING!INSIGHT 3: BEYOND SEARCH!39% OF EUROPEAN MALES USE A SEARCHENGINE TO DO RESEARCH BEFORE BUYING!Example: Philips Televisions3.UseInsightsWisely
Consumer Search PatternsINSIGHT 1: CYCLICAL TREND!SEARCH PATTERNS FOLLOW A YEARLYCYCLICAL TREND (INVESTIGATE FURTHER)!INSIGHT 2: BENELUX & E.EUROPE!SEARCHES FOR PHILIPS IS POPULAR INNL, DE, ES, BE, LAT, DMK, AUSTRIA!INSIGHT 3: INTEREST DECLINING!INTEREST IN SEARCHES FOR PHILIPS ISDECREASING IN POPULARITY OVER TIME(AND RELATIVE TO THE BROADERCATEGORY)!Example: Philips Televisions3.UseInsightsWisely
StrategyA plan for obtaining a goal based on all available information.Use your insightsIdentify all the speciﬁc strategies that willbe used to reach your marketing goals.Being DUMBMake sure these marketing goals areD.U.M.B: Doable, Understandable,Manageable, and Beneﬁcial4.Build aSoundStrategy
Communications FrameworkWhy?Why are you communicating this message? What’s the communications objective?Who?Who are you communicating to? Who is the target market?Your persona, archetype, etcWhat?What is your single-minded proposition?Where?Where are you communicating?What media channels are being used?When?What time are you communicating withyour target audience??5.Design anIntelligentFramework
2 Key Considerations6.Plan forSuccessTimeHow do I spend mytime well?MoneyHow do I allocate mybudgets intelligently?
90%Engaging with youraudience10%Creating ContentHowtobestspendyourtimeonSocialMediaThe 90:10 rule means that for anaverage 8-hour day of social mediamarketing, no more than forty-ﬁveminutes (okay, 48) should be spentcreating content.The remainder of your day shouldbe fully devoted to meaningfullyinteracting with your audience.Focus your time6.Plan forSuccess
60%Media30%ContentHowtobestspendyourmoneyonSocialMedia(60:30:10rule)10%Strategy60% Social Intelligence30% Measurement10% Reporting60% Creative30% Community10% Inﬂuencers60%Core Channel30%Complimentary Channel10%Viral ChannelWithout strategy, you can’tmanage what you can’tmeasure.Most of your content should befocused on engaging with youraudiences.Paid media should be used toaccelerate great content, notpush average content.Budget Wisely6.Plan forSuccess
Move fast and break things4 Features of Great Strategies6.Plan forSuccessPublish compelling contentUnderstand big dataMeasure Returns on InvestmentInnovate rapidly, and often. Berecognized for being ahead of the curve.Create or curate content that deliversrelevant and meaningful experiencesacross all channels.Know what to look for to developactionable insights and segmentsto drive engagement and leads.Make sure your campaign isdesigned to show exactly whatimpact its made to your bottomline.
MICHAEL@MDKSOCIAL.COM!NL.LINKEDIN.COM/IN/MICHAELKOENKA!@MDKOENKA!W W W . S T A R T T H E C O N V E R S A T I O N . I N F O !