Beyond “Liking” and Tweeting
Ruben Quinones,
Director of New Media
Who We Are
•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leadin...
30 Minutes?
• How to start developing a strategy
around identifying conversations
and potential influencers
• A few key po...
Social Media is often confused with ….
The Secret to Marketing on Social Media

Don’t Market!
Social Campaign Flow
Initial
Planning
Evaluate

Listen

Deploy

Analyze

Plan
The Social Landscape

Awareness
Favorability
Consideration

Purchase
Discovering
Audiences for Content
Customer
Segmentation

Alliances
Identify Key Terms for Your
Customer Segments
Audience – Segmented customer or alliance.

Touch points – key terms that ar...
Social Campaign Flow
Initial
Planning
Evaluate

Listen

Deploy

Analyze

Plan
Discovering Social Opportunities
Employ boolean searches – ex.
If a well known brand, use
“Brand name” “context”, “Brand n...
Discovering Content
Topics/Conversations
Boolean search for brand
name and a touch point.
ex.
“new york”, “customer
servic...
Discovering Content
Topics/Conversations

Boolean searches on Twitter
Discovering Content
Topics/Conversations

Boolean searches on
socialmention.com
Is Your Audience on Linkedin?

Search for your audiences by
Group
Sourcing Your Next Topic
Discovering Content
Topics/Conversations

Boolean searches on YouTube
Social Campaign Flow
Initial
Planning
Evaluate

Listen

Deploy

Analyze

Plan
Prioritizing Your Findings

Document your findings from
your boolean searches
Social Campaign Flow
Leveraging listening
tools, researching

Initial
Planning
Evaluate

Listen

Establishing Initiatives,...
Social Campaign Flow
Initial
Planning
Evaluate

Listen

Establishing messaging,
frequency, further refine KPI’s etc.

Depl...
Social Campaign Flow
Initial
Planning
Evaluate

Deploy
Setup channels, redirect
focus on existing if
applicable

Listen

A...
Social Campaign Flow
Initial
Planning
Evaluate

Analyze performance,
Always be listening.

Listen

Deploy

Analyze

Plan
A Closer Look at Some Platforms
“Likes Are Not Sustainable”
A True Social Network that has caters to
consumer focused brands

• Be Educational, Exclusive, & Entertaining
• Stay Engag...
A micro blogging service – does well for real
time response, promotions
Be Short, Responsive, and give back to the
twitter...
Real time aggregation of
hashtags/key terms in
tweets
A Business based social network – although there
have been a push for company pages, personal
business relationships thriv...
Numbers and Engagement are not close to Facebook’s
• Is integrated into search results
• Authenticates Bloggers on sites (...
#2 Largest Search Engine in the World
•
•
•
•

Is integrated into search results
Harder for small businesses to produce vs...
Tools to Use
External tool - https://adwords.google.com/o/Targeting/Explorer?
Thank You!

www.linkedin.com/in/rubenquinones
Evaluating Social Media - Beyond "Liking" and Tweeting
Evaluating Social Media - Beyond "Liking" and Tweeting
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Evaluating Social Media - Beyond "Liking" and Tweeting

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Presentation done at the Fox Business Center at Temple University

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Evaluating Social Media - Beyond "Liking" and Tweeting

  1. 1. Beyond “Liking” and Tweeting Ruben Quinones, Director of New Media
  2. 2. Who We Are •Strategic Online Marketing Approach •SEO, Social Media , Pay-Per-Click, Display Ad management •Industry leading technology for managing, optimizing & tracking search based campaigns Some Brands We Have Worked With
  3. 3. 30 Minutes? • How to start developing a strategy around identifying conversations and potential influencers • A few key points on some of the top platforms
  4. 4. Social Media is often confused with ….
  5. 5. The Secret to Marketing on Social Media Don’t Market!
  6. 6. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  7. 7. The Social Landscape Awareness Favorability Consideration Purchase
  8. 8. Discovering Audiences for Content Customer Segmentation Alliances
  9. 9. Identify Key Terms for Your Customer Segments Audience – Segmented customer or alliance. Touch points – key terms that are widely used by your audience. Ex. (cashflow, tax shelter, appreciation are terms that accountants would use in their daily workflow) Context – key terms that attach a type of relevance, for ex. New York, venue, etc.
  10. 10. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  11. 11. Discovering Social Opportunities Employ boolean searches – ex. If a well known brand, use “Brand name” “context”, “Brand name” “Touch point” “Audience” “Context”, “Audience” “Touch point” “Competitor” “context”, “Competitor” “Touch point “touch point” “context” “touch point” “touch point”
  12. 12. Discovering Content Topics/Conversations Boolean search for brand name and a touch point. ex. “new york”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
  13. 13. Discovering Content Topics/Conversations Boolean searches on Twitter
  14. 14. Discovering Content Topics/Conversations Boolean searches on socialmention.com
  15. 15. Is Your Audience on Linkedin? Search for your audiences by Group
  16. 16. Sourcing Your Next Topic
  17. 17. Discovering Content Topics/Conversations Boolean searches on YouTube
  18. 18. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  19. 19. Prioritizing Your Findings Document your findings from your boolean searches
  20. 20. Social Campaign Flow Leveraging listening tools, researching Initial Planning Evaluate Listen Establishing Initiatives, Touch Points, desired audience, etc. Deploy Analyze Prioritizing sites, networks, and influencers Plan
  21. 21. Social Campaign Flow Initial Planning Evaluate Listen Establishing messaging, frequency, further refine KPI’s etc. Deploy Analyze Plan
  22. 22. Social Campaign Flow Initial Planning Evaluate Deploy Setup channels, redirect focus on existing if applicable Listen Analyze Plan
  23. 23. Social Campaign Flow Initial Planning Evaluate Analyze performance, Always be listening. Listen Deploy Analyze Plan
  24. 24. A Closer Look at Some Platforms
  25. 25. “Likes Are Not Sustainable”
  26. 26. A True Social Network that has caters to consumer focused brands • Be Educational, Exclusive, & Entertaining • Stay Engaged – Be active • Posting – Ask questions, be Consistent, be short, share relevant links.
  27. 27. A micro blogging service – does well for real time response, promotions Be Short, Responsive, and give back to the twitter ecosystem • Monitor – Keep an eye out for brand and audience key terms, hashtags for opportunities to engage. Monitor competitive tweets • Think – Wait 5 minutes when you are about to tweet and or have a response to one • Give Back– Highlight your targeted audience and likeminded brands
  28. 28. Real time aggregation of hashtags/key terms in tweets
  29. 29. A Business based social network – although there have been a push for company pages, personal business relationships thrive in this network. • Works well with client facing professionals • Have a full profile, communicate beyond your title what it is that you do • Connect, Connect, Connect • Research your audience, and engage with potential customers/audiences
  30. 30. Numbers and Engagement are not close to Facebook’s • Is integrated into search results • Authenticates Bloggers on sites (Google Authorship) • Houses Google Places (formerly maps)
  31. 31. #2 Largest Search Engine in the World • • • • Is integrated into search results Harder for small businesses to produce vs. written content Works well for educational marketing, demonstrations See how many views your potential topics are getting
  32. 32. Tools to Use External tool - https://adwords.google.com/o/Targeting/Explorer?
  33. 33. Thank You! www.linkedin.com/in/rubenquinones
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