Social Marketing 
Strategy+ 
This is how we do... 
w/ @Rob Bertholf
Overview 
● Social Marketing 
● Social Media Strategy 
● Sample Campaign
What is 
“Social Media”
Definition 
Wikipedia: 
“Social media is an umbrella term that defines 
the various activities that integrate technology, ...
Social Media Stats 
• 65% of U.S. adults use social media 
• If Facebook were a country, it would be the world’s 3rd 
larg...
@JayBaer
How to Join the 
Conversation?
Lets plan to “BE” 
social and engage 
with a purpose
What is “Social 
Media Marketing”
Marketing 101 Refresher 
What is the goal? 
Who is the audience? 
Where is the audience? 
What does the audience know? 
Ho...
Extending the Conversation 
How do I extend the conversation? 
Once you’ve made that initial contact and gained 
permissio...
Gaining Recommendations 
How can I get my audience to introduce me to others? 
When was the last time you saw this section...
Traditional + 
New Media 
= Success
Anatomy of a Social 
Marketing Strategy 
Finally, @Rob gets to the good stuff 
@PacificNewMedia #Strategy #UHPNM
Social Marketing Strategy 
• The umbrella plan. 
• Framework for social marketing focusing 
activities towards business or...
Sample Strategic Plan 
Goals & Objectives 
Social Media Audit 
Social Media Campaigns 
Content Workflow 
Action Items: 
● ...
Social Strategy Advice 
• Understand your audience 
Who do you want to reach/engage? What do they know about you? 
• Defin...
Understand your 
audience
Who is your target audience?
What does your audience know?
1961 Entries 
300 Entries
Social Technographics 
http://forrester.com
Define your purpose 
and goals
Goals & Objectives 
• Encourage & reward brand advocacy 
• Reputation management 
• Support Public Relations 
• Be a thoug...
Determine what 
success looks like
Social Analytics & Measurement 
• It is critical that success be determined by fulfilling 
pre-identified KPIs (Key Perfor...
Social Analytics & Measurement 
Only through metrics can you answer: 
• Is your community growing and at what rate? 
• Who...
Progressive KPIs 
Exposure/Awareness 
Engagement/Interest 
Authority 
Action 
Advocacy
Social Marketing 
Monitoring & Listening 
Content Marketing 
Engagement 
Outreach 
Measurement
Listen & Learn 
Social Media Monitoring, Trending 
Topics & Keyword Research
ROI of Research 
● More targeted/quality Website Content 
● Timely Content from Trending Topics 
● Understand Online Senti...
Brand 
Nike 
Industry 
Running Shoes 
Topical 
Running 
Lifestyle 
Health
Keyword Exercise 
Branded Keywords 
(Company Name, Product Names, Trademarks, Executive Staff) 
BRAND/REPUTATION MANAGEMEN...
Google AdWords Keyword Research
Google.com/Trends/Explore
http://trendsmap.com/local/us/honolulu
search.twitter.com
Keyword & Hashtag Research 
1. Create list of all branded keywords 
2. Research product/service/cause related 
3. Identify...
Content Marketing 
Scheduled, Engagement & Outreach
Website Importance 
The hub of all marketing efforts!
WordPress = CMS + Blog 
Keyword Rich Pages 
Fresh Blog Posts 
Social Media Sharing Capabilities 
Conversations 
Tracking C...
Inbound Links help Search Ranking
Search Engine 
Authority validated by 
social signals.
Crafting Content
Step 1: Identify Resources 
• Internal Content/Assets 
• External Content/Assets 
• Discovered 
• Delivered
Identify/Map Resources
Step 2: Create Great Content 
• Relevant Topics 
• Multimedia 
• Infographics
Content Tips 
● Know your audience 
● Invest in creating quality content 
● Be consistent with frequency and topics 
● Lea...
Content Tactics 
● Add Featured Image to Post 
● List Posts (Top 5 ways to…) 
● Include Call-to-Action
Craft Great Headlines 
Present with information readers are interested in (via Convince & Convert): 
● If you’re providing...
Step 3: Content Calendar
Type. Topic. Content. Social Action. 
Date.
Content Marketing Calendar Benefits 
Social media editorial calendars create a cohesive layer to a content strategy that b...
Step 4: Visualize Distribution 
Social 
Platform 
Content 
Type Blog 
Social 
Platform 
Email 
Newsletter 
Scheduling 
App...
Blog Post 
1. Post to Facebook Page with featured image 
+ share to personal 
2. Tweet x2+ link w/hashtag, favorite & retw...
via @WahineMedia
Tools for Automation
Buffer.com
Engagement 
Content created in response to real-time 
activity.
Step 1: Have a Routine
Step 2: Be Consistent 
If + = follow & reply 
If comment = reply & +1 
If post on Facebook =
Tools for Social Monitoring
Engagement Tips 
● Ask Questions 
● 80% focus on audience, 20% focus on you 
● Be Human (& authentic) 
● Be Consistent/Tim...
Content Marketing Mix 
● 61% created 
● 27% curated 
● 12% syndicated 
Curate: 
● 16% curate audience daily 
● 48% curate ...
Build your Authority 
• Be Interesting/Informative 
• Be Interactive/Social 
• Find a balance (Promotional / Personal)
Outreach
Preaching to the choir
Outreach 
• Engagement with Fans 
• Participating with other brands 
• Identify conversations out of direct sphere 
• Grow...
Engage Social Influencers 
• Powerful for Awareness
Klout.com
kLokal.com - Where do you rank?
Advocacy
Build Brand Advocates 
• Impress influencers, embrace true advocates 
• Activate existing advocates by giving 
appropriate...
Measurement 
KPI / Social Metric Reporting
Progressive KPIs 
Exposure/Awareness 
Engagement/Interest 
Authority 
Action 
Advocacy
Exposure 
• Website Visits / Pages viewed/ Unique 
Visitors 
• Social Bookmarks (Diggs, Bookmarking) 
• Audience Size 
(Li...
Engagement 
• Post Likes/+1’s/Retweets 
• Post Comments 
• Social Reviews 
• Share of Voice
Authority 
• Share of Voice 
• Search Ranking 
• Social Influence Metrics 
• Aggregated Metrics
Action 
• Event Tracking (Key Clicks/Downloads/Read 
Brochure) 
• Goal Conversion (Inquiries/Email 
Signup/Registration/Pe...
Advocacy 
• Positive WOM 
• Generating Content (Blog Posts/Media 
Content) 
• Customer Satisfaction
Creating & Setting Baselines 
• Set KPI’s based on customer relationship & 
business goals/communication objectives 
• Det...
Aggregate vs Individual 
• Compare data against itself on a high level to 
get a overall pulse 
• Deep dive to get data fo...
Data Based Decisions 
• Using the data to advance to next stage of 
customer engagement
Social Marketing 
Campaign
Social Marketing Campaign 
• Identify Purpose, Goals & Customer Phase 
• Choose platforms based on audience & actions 
• I...
Successful Campaign Ingredients 
● Media (Video/Photo Theme, etc.) 
● Hashtag 
● Landing Page / Asset 
● Email 
● Advocate...
Visual Themes
Connecting with Characters/ 
Personality Tests
Must Mentions
MailChimp.com
Google+
Google Authorship
Google Places
Retargeting
“Remarketing” - Display Ads
Questions? 
@Rob 
Rob@Bertholf.com
#Shameless 
Upcoming Pacific 
New Media Classes 
Apr 2: SEO; Apr 23: Analytics
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
Developing an effective social media marketing strategy
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Developing an effective social media marketing strategy

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@Rob Bertholf's Pacific New Media class on developing an effective social media strategy for businesses and organizations. Focuses on the neglected aspects of social marketing including listening, outreach and measurement.

Developing an effective social media marketing strategy

  1. 1. Social Marketing Strategy+ This is how we do... w/ @Rob Bertholf
  2. 2. Overview ● Social Marketing ● Social Media Strategy ● Sample Campaign
  3. 3. What is “Social Media”
  4. 4. Definition Wikipedia: “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.”
  5. 5. Social Media Stats • 65% of U.S. adults use social media • If Facebook were a country, it would be the world’s 3rd largest. (750 million active users 50% login daily) • Two hours of video are uploaded to YouTube every second. • 200 Million tweets sent per day (up from 65M last year) • 380,000,000 Foursquare check-ins (1 in every country) • YouTube is the second largest search engine in the world more than 100 million videos.
  6. 6. @JayBaer
  7. 7. How to Join the Conversation?
  8. 8. Lets plan to “BE” social and engage with a purpose
  9. 9. What is “Social Media Marketing”
  10. 10. Marketing 101 Refresher What is the goal? Who is the audience? Where is the audience? What does the audience know? How can I connect with my audience? How do I extend the conversation? How can I get them to introduce me to others?
  11. 11. Extending the Conversation How do I extend the conversation? Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next?
  12. 12. Gaining Recommendations How can I get my audience to introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.
  13. 13. Traditional + New Media = Success
  14. 14. Anatomy of a Social Marketing Strategy Finally, @Rob gets to the good stuff @PacificNewMedia #Strategy #UHPNM
  15. 15. Social Marketing Strategy • The umbrella plan. • Framework for social marketing focusing activities towards business or communication goals.
  16. 16. Sample Strategic Plan Goals & Objectives Social Media Audit Social Media Campaigns Content Workflow Action Items: ● Monitoring Schedule ● Content Marketing Plan ● Engagement Schedule ● Outreach Schedule ● KPI Measurement Base ● Staff Training ● Advocate Education ● Asset Development
  17. 17. Social Strategy Advice • Understand your audience Who do you want to reach/engage? What do they know about you? • Define your Purpose/Goals What are your organizational objectives? What do you hope to achieve? • Form your message Know your voice, know your audience, time your content, solve problems, be authentic • Determine what success looks like Set KPI’s based on business objectives
  18. 18. Understand your audience
  19. 19. Who is your target audience?
  20. 20. What does your audience know?
  21. 21. 1961 Entries 300 Entries
  22. 22. Social Technographics http://forrester.com
  23. 23. Define your purpose and goals
  24. 24. Goals & Objectives • Encourage & reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting • Because Management Says So • Brand awareness & loyalty • Generate top of mind awareness • Drive traffic to your website • Build a community • Drive leads and sales • Encourage & reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting
  25. 25. Determine what success looks like
  26. 26. Social Analytics & Measurement • It is critical that success be determined by fulfilling pre-identified KPIs (Key Performance Indicator) rather than looking for random trends after the fact. • Gathering and analyzing data (metrics) is the only way to determine what is working and what is not. Metrics help to confirm that social media efforts are not in vain.
  27. 27. Social Analytics & Measurement Only through metrics can you answer: • Is your community growing and at what rate? • Who in your community is engaged and who do you need to approach differently? • What online activities and strategies are working?
  28. 28. Progressive KPIs Exposure/Awareness Engagement/Interest Authority Action Advocacy
  29. 29. Social Marketing Monitoring & Listening Content Marketing Engagement Outreach Measurement
  30. 30. Listen & Learn Social Media Monitoring, Trending Topics & Keyword Research
  31. 31. ROI of Research ● More targeted/quality Website Content ● Timely Content from Trending Topics ● Understand Online Sentiment ● Discover Current Advocates ● Uncover Opportunities
  32. 32. Brand Nike Industry Running Shoes Topical Running Lifestyle Health
  33. 33. Keyword Exercise Branded Keywords (Company Name, Product Names, Trademarks, Executive Staff) BRAND/REPUTATION MANAGEMENT CUSTOMER SERVICE Setup alerts for these keywords. Non-Branded Industry Keywords (Generic Product/Service Names) CUSTOMER ACQUISITION SEO Optimize and listen for these keywords Topical Keywords (Related to but not specific to a cause/service/product) CONTENT TOPICS CAMPAIGNS & HASHTAGS Create content around these keywords Lifestyle Keywords (Result of product/service or words which describe the consumer) CONTENT CURATION/ PARTNERSHIPS Identify content partners and build campaigns around.
  34. 34. Google AdWords Keyword Research
  35. 35. Google.com/Trends/Explore
  36. 36. http://trendsmap.com/local/us/honolulu
  37. 37. search.twitter.com
  38. 38. Keyword & Hashtag Research 1. Create list of all branded keywords 2. Research product/service/cause related 3. Identify Topics & Hashtags 4. Identify Partners
  39. 39. Content Marketing Scheduled, Engagement & Outreach
  40. 40. Website Importance The hub of all marketing efforts!
  41. 41. WordPress = CMS + Blog Keyword Rich Pages Fresh Blog Posts Social Media Sharing Capabilities Conversations Tracking Conversions
  42. 42. Inbound Links help Search Ranking
  43. 43. Search Engine Authority validated by social signals.
  44. 44. Crafting Content
  45. 45. Step 1: Identify Resources • Internal Content/Assets • External Content/Assets • Discovered • Delivered
  46. 46. Identify/Map Resources
  47. 47. Step 2: Create Great Content • Relevant Topics • Multimedia • Infographics
  48. 48. Content Tips ● Know your audience ● Invest in creating quality content ● Be consistent with frequency and topics ● Learn from what is working ● Less is more - Quality over Quantity ● Don’t hard sell ● Stay focused
  49. 49. Content Tactics ● Add Featured Image to Post ● List Posts (Top 5 ways to…) ● Include Call-to-Action
  50. 50. Craft Great Headlines Present with information readers are interested in (via Convince & Convert): ● If you’re providing an answer to an important question, ask the question in the headline. “Which is the most fragrant flower lei?” ● If you’re sharing important news that will affect a number of people, start sharing it in the headline. “Over 40 Million Target Credit Card Accounts Compromised: How to Protect Yourself.” ● If you want readers to be interested in your product, show them benefits they’ll like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per Year.” ● If you want people to care about your topic, give them something to care about. “27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”
  51. 51. Step 3: Content Calendar
  52. 52. Type. Topic. Content. Social Action. Date.
  53. 53. Content Marketing Calendar Benefits Social media editorial calendars create a cohesive layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
  54. 54. Step 4: Visualize Distribution Social Platform Content Type Blog Social Platform Email Newsletter Scheduling Application
  55. 55. Blog Post 1. Post to Facebook Page with featured image + share to personal 2. Tweet x2+ link w/hashtag, favorite & retweet from personal account. @mention interested 3. Post URL to Google+ 4. Post to LinkedIn (Wall or Group) 5. Pin to Pinterest if good featured image
  56. 56. via @WahineMedia
  57. 57. Tools for Automation
  58. 58. Buffer.com
  59. 59. Engagement Content created in response to real-time activity.
  60. 60. Step 1: Have a Routine
  61. 61. Step 2: Be Consistent If + = follow & reply If comment = reply & +1 If post on Facebook =
  62. 62. Tools for Social Monitoring
  63. 63. Engagement Tips ● Ask Questions ● 80% focus on audience, 20% focus on you ● Be Human (& authentic) ● Be Consistent/Timely
  64. 64. Content Marketing Mix ● 61% created ● 27% curated ● 12% syndicated Curate: ● 16% curate audience daily ● 48% curate 3rd party weekly
  65. 65. Build your Authority • Be Interesting/Informative • Be Interactive/Social • Find a balance (Promotional / Personal)
  66. 66. Outreach
  67. 67. Preaching to the choir
  68. 68. Outreach • Engagement with Fans • Participating with other brands • Identify conversations out of direct sphere • Grow your community
  69. 69. Engage Social Influencers • Powerful for Awareness
  70. 70. Klout.com
  71. 71. kLokal.com - Where do you rank?
  72. 72. Advocacy
  73. 73. Build Brand Advocates • Impress influencers, embrace true advocates • Activate existing advocates by giving appropriate assignments
  74. 74. Measurement KPI / Social Metric Reporting
  75. 75. Progressive KPIs Exposure/Awareness Engagement/Interest Authority Action Advocacy
  76. 76. Exposure • Website Visits / Pages viewed/ Unique Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects)
  77. 77. Engagement • Post Likes/+1’s/Retweets • Post Comments • Social Reviews • Share of Voice
  78. 78. Authority • Share of Voice • Search Ranking • Social Influence Metrics • Aggregated Metrics
  79. 79. Action • Event Tracking (Key Clicks/Downloads/Read Brochure) • Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions
  80. 80. Advocacy • Positive WOM • Generating Content (Blog Posts/Media Content) • Customer Satisfaction
  81. 81. Creating & Setting Baselines • Set KPI’s based on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s
  82. 82. Aggregate vs Individual • Compare data against itself on a high level to get a overall pulse • Deep dive to get data for decision making
  83. 83. Data Based Decisions • Using the data to advance to next stage of customer engagement
  84. 84. Social Marketing Campaign
  85. 85. Social Marketing Campaign • Identify Purpose, Goals & Customer Phase • Choose platforms based on audience & actions • Identify Content / Assets to leverage • Set Key Performance Indicators (KPIs)
  86. 86. Successful Campaign Ingredients ● Media (Video/Photo Theme, etc.) ● Hashtag ● Landing Page / Asset ● Email ● Advocates (!)
  87. 87. Visual Themes
  88. 88. Connecting with Characters/ Personality Tests
  89. 89. Must Mentions
  90. 90. MailChimp.com
  91. 91. Google+
  92. 92. Google Authorship
  93. 93. Google Places
  94. 94. Retargeting
  95. 95. “Remarketing” - Display Ads
  96. 96. Questions? @Rob Rob@Bertholf.com
  97. 97. #Shameless Upcoming Pacific New Media Classes Apr 2: SEO; Apr 23: Analytics
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