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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

Presentation done at the Fox Business Center at Temple University

Published in: Social Media, Technology, Business
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  • 1. Beyond “Liking” and Tweeting Ruben Quinones, Director of New Media
  • 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. 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. Social Media is often confused with ….
  • 5. The Secret to Marketing on Social Media Don’t Market!
  • 6. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  • 7. The Social Landscape Awareness Favorability Consideration Purchase
  • 8. Discovering Audiences for Content Customer Segmentation Alliances
  • 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. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  • 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. 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. Discovering Content Topics/Conversations Boolean searches on Twitter
  • 14. Discovering Content Topics/Conversations Boolean searches on socialmention.com
  • 15. Is Your Audience on Linkedin? Search for your audiences by Group
  • 16. Sourcing Your Next Topic
  • 17. Discovering Content Topics/Conversations Boolean searches on YouTube
  • 18. Social Campaign Flow Initial Planning Evaluate Listen Deploy Analyze Plan
  • 19. Prioritizing Your Findings Document your findings from your boolean searches
  • 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. Social Campaign Flow Initial Planning Evaluate Listen Establishing messaging, frequency, further refine KPI’s etc. Deploy Analyze Plan
  • 22. Social Campaign Flow Initial Planning Evaluate Deploy Setup channels, redirect focus on existing if applicable Listen Analyze Plan
  • 23. Social Campaign Flow Initial Planning Evaluate Analyze performance, Always be listening. Listen Deploy Analyze Plan
  • 24. A Closer Look at Some Platforms
  • 25. “Likes Are Not Sustainable”
  • 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. 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. Real time aggregation of hashtags/key terms in tweets
  • 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. 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. #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. Tools to Use External tool - https://adwords.google.com/o/Targeting/Explorer?
  • 33. Thank You! www.linkedin.com/in/rubenquinones

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