SOCIAL MEDIA                         New Marketer’s Bootcamp: Integrated Marketing                              Communicat...
HI.                                Matthew Knell                               Director of Social Media                   ...
GREAT SOCIAL BRANDS ASK...    • What               is social media and when should they use it?    • Who                is...
WHAT IS SOCIAL MEDIA AND            WHEN SHOULD THEY USE IT?Wednesday, June 13, 12
SOCIAL MEDIA IS....               • Content          (created, sourced or curated)               • Sharing               •...
SOCIAL MEDIA INTERSECTION                                   SOCIOLOGY                ANTHROPOLOGY                         ...
SOCIAL MEDIA IS BEST FOR...    • Sharing            content about my brand    • Connecting             with consumers on a...
Wednesday, June 13, 12
WHY USE SOCIAL?    • Increase             awareness of your brand.    • Grow               traffic to your website.    • In...
WHO IS THEIR BRAND?Wednesday, June 13, 12
IT DEPENDS ON THE                              COMPANY    • The   makeup of your company really dictates how you choose   ...
PERSONIFYING YOUR BRAND    • Invent             a persona that your brand would be like in the real       world        • W...
WHERE CAN CONSUMERS               INTERACT WITH US?Wednesday, June 13, 12
SET UP PLATFORMS    •   Picking platforms where you they manage communication        •   What types of content to do you h...
SAMPLE PLATFORMS    •   Corporate blog    •   Facebook page    •   Twitter account    •   Tumblr    •   Instagram    •   G...
CORPORATE BLOGS    •A    collection of entries, events or posts, usually from an       individual or a collection of indiv...
GOOD CORPORATE BLOGS...    • Update    with useful and engaging content for consumers and       press alike    • Feature  ...
http://www.blogsouthwest.com/Wednesday, June 13, 12
http://googleblog.blogspot.comWednesday, June 13, 12
http://blog.aol.comWednesday, June 13, 12
GOOD FACEBOOK BRAND                   PAGES...               •   Select their posts based on the likelihood to start      ...
Wednesday, June 13, 12
Wednesday, June 13, 12
Wednesday, June 13, 12
Wednesday, June 13, 12
GOOD TWITTER BRANDS...               • Have   define the purpose of your Twitter                   (communication, support,...
Wednesday, June 13, 12
Wednesday, June 13, 12
Wednesday, June 13, 12
Wednesday, June 13, 12
Google+Wednesday, June 13, 12
VISUAL PLATFORMS           •   “Build a content museum” – curate or create one thing at               time           •   U...
INSTAGRAM               • Think     of Instagram as                   telling your branded                   movie reel, t...
PINTEREST     • Focus     your         Pinterest on the         visual assets you         have that most         likely to...
FOURSQUARE  • Use    Foursquare tips      and lists to map the real      world to your brandWednesday, June 13, 12
WHAT ARE CONSUMERS     SAYING ABOUT OUR BRAND?Wednesday, June 13, 12
WHAT TO LISTEN FOR    • Real-time             customer support / product issues    • Reactions/ criticism to a new product...
http://search.twitter.comWednesday, June 13, 12
http://www.topsy.comWednesday, June 13, 12
Wednesday, June 13, 12
GOOGLE ALERTS (GOOGLE.COM/ALERTS)Wednesday, June 13, 12
HOW CAN WE DEFINE                             SUCCESS?Wednesday, June 13, 12
IMPORTANT SOCIAL MEDIA                  METRICS    • Engagement    • Social             / viral distributionWednesday, Jun...
WHAT IS ENGAGEMENT?    • Simply  put, engagement is the interaction between a user and       your content or brand    • Us...
TYPES OF ENGAGEMENT    • Visit        / view (a single piece of content)    • Follow             / fan    • Non-linguistic...
VISIT/VIEW    • Did         a user actually view your content?    • If possible, publicizing view count on a piece of cont...
FOLLOW/FAN    • Users              want to establish a relationship with you or your brand    • Opt-in             - the s...
NON-LINGUISTIC    • Easiest  for most people to do when they feel like it’s worth       their time.    • This is the first ...
VIMEOWednesday, June 13, 12
LINGUISTIC    •   Takes thought and emotional commitment.    •   Many fewer people will offer up this sort of feedback.   ...
AMAZON.COMWednesday, June 13, 12
AMPLIFICATION    • This   is the deepest kind of emotional connection - your content       is so good, they think your fri...
RETWEETSWednesday, June 13, 12
SITE VISIT    • Takes   enough investment in what you’re saying to drive the user       to learn more than what you’ve giv...
MEASUREMENT TOOLSWednesday, June 13, 12
BITLYWednesday, June 13, 12
FACEBOOK INSIGHTSWednesday, June 13, 12
TWITTERCOUNTERWednesday, June 13, 12
ROWFEEDERWednesday, June 13, 12
SIMPLYMEASURED FREE REPORTS            http://simplymeasured.com/free-social-media-tools/Wednesday, June 13, 12
GOOGLE ANALYTICSWednesday, June 13, 12
GOOGLE CAMPAIGN TRACKING                 http://support.google.com/analytics/bin/answer.py?Wednesday, June 13, 12         ...
BASELINING    •   To know what kinds of content are successful, you need to establish a baseline of activity    •   Think ...
THANK YOU AND GOOD                        LUCK!                          @matthewknell                         mgk226@nyu....
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Social Media Overview: For NYU New Marketer's Bootcamp 2012

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Social Media Overview: For NYU New Marketer's Bootcamp 2012

  1. 1. SOCIAL MEDIA New Marketer’s Bootcamp: Integrated Marketing Communications Summer IntensiveWednesday, June 13, 12
  2. 2. HI. Matthew Knell Director of Social Media and Internal Communications @matthewknell mgk226@nyu.eduWednesday, June 13, 12
  3. 3. GREAT SOCIAL BRANDS ASK... • What is social media and when should they use it? • Who is their brand? • Where can consumers interact with us? • What are consumers saying about our brand? • How can we define success?Wednesday, June 13, 12
  4. 4. WHAT IS SOCIAL MEDIA AND WHEN SHOULD THEY USE IT?Wednesday, June 13, 12
  5. 5. SOCIAL MEDIA IS.... • Content (created, sourced or curated) • Sharing • Conversation •A tacticWednesday, June 13, 12
  6. 6. SOCIAL MEDIA INTERSECTION SOCIOLOGY ANTHROPOLOGY social structure behavior relationships evolution demographics SOCIAL culture MEDIA platforms tools hardware TECHNOLOGYWednesday, June 13, 12
  7. 7. SOCIAL MEDIA IS BEST FOR... • Sharing content about my brand • Connecting with consumers on an individual basis • Create or join the dialogue or conversation about my brand online. • Worst answer: Because everyone else is doing it. • You MUST have a primary business goal for your social media efforts - or they will fail.Wednesday, June 13, 12
  8. 8. Wednesday, June 13, 12
  9. 9. WHY USE SOCIAL? • Increase awareness of your brand. • Grow traffic to your website. • Increase sales of your products. • Get feedback on your products and services. • Help customers with issues. • Connect directly with consumers.Wednesday, June 13, 12
  10. 10. WHO IS THEIR BRAND?Wednesday, June 13, 12
  11. 11. IT DEPENDS ON THE COMPANY • The makeup of your company really dictates how you choose to communicate with consumers • What kind of company / product are you? • What are your brand values? • How can you personify your brand? • What tone would you take when you communicate?Wednesday, June 13, 12
  12. 12. PERSONIFYING YOUR BRAND • Invent a persona that your brand would be like in the real world • Who would it hang out with? • What would it wear? eat? watch? share? • Use this as a basis for developing your social content.Wednesday, June 13, 12
  13. 13. WHERE CAN CONSUMERS INTERACT WITH US?Wednesday, June 13, 12
  14. 14. SET UP PLATFORMS • Picking platforms where you they manage communication • What types of content to do you have? • Who is writing the communication? • How are you telling them about your communication channels? • How can they talk back? • You don’t have to be everywhere. Focus on platforms that deliver useful information and use the content you have or can create.Wednesday, June 13, 12
  15. 15. SAMPLE PLATFORMS • Corporate blog • Facebook page • Twitter account • Tumblr • Instagram • Google+ • Pinterest • YouTubeWednesday, June 13, 12
  16. 16. CORPORATE BLOGS •A collection of entries, events or posts, usually from an individual or a collection of individuals, and often involving a subject • Best used on a corporate level when communicating news and information longer than a few sentences, but shorter than a traditional press release • The “social” hub of a corporationWednesday, June 13, 12
  17. 17. GOOD CORPORATE BLOGS... • Update with useful and engaging content for consumers and press alike • Feature rich media content and integrate all external social channels • Tell stories about their brand exceptionally well • Integrate share buttons on their blog • Let people leave comments and feedback.Wednesday, June 13, 12
  18. 18. http://www.blogsouthwest.com/Wednesday, June 13, 12
  19. 19. http://googleblog.blogspot.comWednesday, June 13, 12
  20. 20. http://blog.aol.comWednesday, June 13, 12
  21. 21. GOOD FACEBOOK BRAND PAGES... • Select their posts based on the likelihood to start conversations • 3-5 posts per day if you have content for them • Keep Likers engaged • Ask questions and inspire responses • Use Timeline to tell a historical story and cover photo to give your brand a visual edge. • Use Facebook tabs to promote their brand and encourage new likes.Wednesday, June 13, 12
  22. 22. Wednesday, June 13, 12
  23. 23. Wednesday, June 13, 12
  24. 24. Wednesday, June 13, 12
  25. 25. Wednesday, June 13, 12
  26. 26. GOOD TWITTER BRANDS... • Have define the purpose of your Twitter (communication, support, deals/specials) and the persona behind it - human or robot • Don’t tweet too much - 10-15 per day is the sweet spot for most accounts • Respond to people promptly when they reach out • Write compelling calls to action - inspire the next click • Use Twitter for real-time/regular communicationWednesday, June 13, 12
  27. 27. Wednesday, June 13, 12
  28. 28. Wednesday, June 13, 12
  29. 29. Wednesday, June 13, 12
  30. 30. Wednesday, June 13, 12
  31. 31. Google+Wednesday, June 13, 12
  32. 32. VISUAL PLATFORMS • “Build a content museum” – curate or create one thing at time • Use each platform meet a slightly different user interest. • Use “snackable” assets strong enough to stand on their own that are closely aligned with the theme. • Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store) • Use success to refine your content personas.Wednesday, June 13, 12
  33. 33. INSTAGRAM • Think of Instagram as telling your branded movie reel, telling your story one frame at a time.Wednesday, June 13, 12
  34. 34. PINTEREST • Focus your Pinterest on the visual assets you have that most likely to be sharedWednesday, June 13, 12
  35. 35. FOURSQUARE • Use Foursquare tips and lists to map the real world to your brandWednesday, June 13, 12
  36. 36. WHAT ARE CONSUMERS SAYING ABOUT OUR BRAND?Wednesday, June 13, 12
  37. 37. WHAT TO LISTEN FOR • Real-time customer support / product issues • Reactions/ criticism to a new product / service announcement •A pending storm • General brand sentiment • News and updates about your competitorsWednesday, June 13, 12
  38. 38. http://search.twitter.comWednesday, June 13, 12
  39. 39. http://www.topsy.comWednesday, June 13, 12
  40. 40. Wednesday, June 13, 12
  41. 41. GOOGLE ALERTS (GOOGLE.COM/ALERTS)Wednesday, June 13, 12
  42. 42. HOW CAN WE DEFINE SUCCESS?Wednesday, June 13, 12
  43. 43. IMPORTANT SOCIAL MEDIA METRICS • Engagement • Social / viral distributionWednesday, June 13, 12
  44. 44. WHAT IS ENGAGEMENT? • Simply put, engagement is the interaction between a user and your content or brand • Users will value content on a personal / network level and then decide what to do with it • Social media allows a wide array of engagement tools and ways of collecting feedback • Assigning monetary/business value to engagement can be trickyWednesday, June 13, 12
  45. 45. TYPES OF ENGAGEMENT • Visit / view (a single piece of content) • Follow / fan • Non-linguistic (Like, Thumbs Up/Down, Vote, Polls) • Linguistic (Comments, Forum Posts, Wall Posts, Tweets) • Amplification (share with friends, retweet/repost) • Site visit (traffic back to your site)Wednesday, June 13, 12
  46. 46. VISIT/VIEW • Did a user actually view your content? • If possible, publicizing view count on a piece of content helps a user to determine it’s value • Is it something new that deserves sharing? • How many people have seen it before - is it popular? • Is it worth my time to interact further?Wednesday, June 13, 12
  47. 47. FOLLOW/FAN • Users want to establish a relationship with you or your brand • Opt-in - the same way a newsletter / signup is • How to see: Fan / follow counts are available in the admin tools for your platform or on the external facing page. • Note: How many people unfan/unfollow is a good indicator of the health of your community/content mix.Wednesday, June 13, 12
  48. 48. NON-LINGUISTIC • Easiest for most people to do when they feel like it’s worth their time. • This is the first threshold of engagement - it’s the equivalent of a nod of the head, or a moan of agreement. • Shows that you’re being heard. • Examples: Like buttons (Facebook, most other social sites, Vote Up buttons)Wednesday, June 13, 12
  49. 49. VIMEOWednesday, June 13, 12
  50. 50. LINGUISTIC • Takes thought and emotional commitment. • Many fewer people will offer up this sort of feedback. • Usually happens when you strike more directly at a “passion point”. • Starts a conversation among your audience. • Provides insight into HOW people are processing your content and what they are saying. • Examples: Comments, ReviewsWednesday, June 13, 12
  51. 51. AMAZON.COMWednesday, June 13, 12
  52. 52. AMPLIFICATION • This is the deepest kind of emotional connection - your content is so good, they think your friends will enjoy it • By far, the least common, but most valuable reaction in terms of spreading your message for you. • The user takes on the role of brand advocate within their circle of friends and takes your content with them. • Examples: Facebook Share, Twitter retweet, Stumbles, ReblogsWednesday, June 13, 12
  53. 53. RETWEETSWednesday, June 13, 12
  54. 54. SITE VISIT • Takes enough investment in what you’re saying to drive the user to learn more than what you’ve given them in a snippet • For many content / brand sites, this is the ideal situation. • They leave their social network, at least briefly, to dive deeper into your content to understand what you’re all about. • This completes a content consumption circle. • Examples: Clicking on a link you share, watching a inline videoWednesday, June 13, 12
  55. 55. MEASUREMENT TOOLSWednesday, June 13, 12
  56. 56. BITLYWednesday, June 13, 12
  57. 57. FACEBOOK INSIGHTSWednesday, June 13, 12
  58. 58. TWITTERCOUNTERWednesday, June 13, 12
  59. 59. ROWFEEDERWednesday, June 13, 12
  60. 60. SIMPLYMEASURED FREE REPORTS http://simplymeasured.com/free-social-media-tools/Wednesday, June 13, 12
  61. 61. GOOGLE ANALYTICSWednesday, June 13, 12
  62. 62. GOOGLE CAMPAIGN TRACKING http://support.google.com/analytics/bin/answer.py?Wednesday, June 13, 12 hl=en&answer=1033867
  63. 63. BASELINING • To know what kinds of content are successful, you need to establish a baseline of activity • Think in terms of finite time periods (Likes per day, Shares per week, Clicks from social each month) • Use bit.ly to measure REAL-TIME success • Use Facebook Insights or free SimplyMeasured reports to review success of posts on Facebook and Twitter • Use Topsy to measure social / viral impact beyond your own pages • Use Tweetreach or RowFeeder to measure keyword reach. • Use Google Analytics / Omniture to measure impact on your site.Wednesday, June 13, 12
  64. 64. THANK YOU AND GOOD LUCK! @matthewknell mgk226@nyu.eduWednesday, June 13, 12

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