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SocialMatica's "Know who, where, and why before you spend one dollar in social media"
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SocialMatica's "Know who, where, and why before you spend one dollar in social media"

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This deck is from our workshop originally aired on January 11, 2012.

This deck is from our workshop originally aired on January 11, 2012.

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    SocialMatica's "Know who, where, and why before you spend one dollar in social media" SocialMatica's "Know who, where, and why before you spend one dollar in social media" Presentation Transcript

    • Marketing Generalities Everyone wants:  Leads  Loyalty  WOM  Relationships  To Know What’s Being Said What You Need To Get There  Credibility  Visibility  Value  Context
    • So What’s The Problem? It’s like we’ve been dropped into the ocean and we’re asking where the water is… We’re preparing for the war that just ended
    • The Building Blocks Social Is Not A Thing, It’s More Like A Religion  It Has Tenants & Followers, Believers and Detractors To Understand The Value You Must Understand The System
    • The Philosophy of Social Integrated Marketing Know The Context Understand Your Voice  Social Identity  Media Distribution Points  Influencers Measurement Is A Must, Not A Luxury Me-Too Is The Biggest Scam Ever Invented Hope Is Not A Strategy
    • How To Build A Social Program Know The Value You Can Offer To The Communities (linchpin) Visibility (your focus) Credibility Context If you have context, and you understand the value then all you have to focus on is visibility – credibility comes when you’ve visibly demonstrated value in context!
    • Yeah, but which channels Facebook when you want to foster communication Twitter when you want to interact, or lead people to you LinkedIn when you can afford to seed thought leadership without advertising Youtube when you have the tools & the time and your message is volatile Google (SEO) when you have an understated value Google + when it makes sense to segment your audience Blogs – when understand your value to the common need
    • The Social Networks (Channels) Facebook – It’s The Family Picnic Twitter – It’s Texting, Only One To Many & Public LinkedIn – It’s A Water Cooler For Ideas That Affect Jobs Youtube – It’s Two Way Television, Where The Newscaster & The Audience Get A Vote Google – It’s The Bus Driver That Takes You Where You Want To Go & Brings People To You Google+ - It’s Social Media Call Screening Blogs – The Convenience Store Of Ideas, Value Dictates Revenue
    • Define Define  Your Objectives  Your Audience  Your Voice  Your Channels  Your Influencers  Your Media Distribution Points  Your Social Identity  What A Social Conversion Is
    • Align Align  Know who the influencers are  Know what they are talking about  Know who the media distribution points  How do they affect your brand/message/voice  Know how well your competition is performing  In what channels
    • Measure Measure  Track your social performance  Understand the value of each social network to your brand  You do this by understanding the value of the networks to your customers  Conversions  Social campaign performance relative to your competitors  The highest performing media distribution points  The highest performing influencers
    • Analyze, Goals, Efficacy Crunch all of the data for previously un-yielded insights Set new goals based on performance, not hope Refine your approach to the point of high efficiency, using better tools and faster processes
    • Tactical Implementation Once You Know  The Topics, Influencers & Brands that matter  Picking the channel is EASY! What if I’m a novel brand and I’m creating a new trend? Next, the tools
    • Free Tools Topical Tools  VerticalPoint  IceRocket Influencer Tools  VerticalPoint (context)  Klout (no context) Curation Tools  Paper.li  Scoop.it Automation Tools  TwitterFeed  RSS Graphitti
    • What To Measure Mentions Traffic Audience Social Activity Volume What’s Most Important?
    • What It Means Keyword attachment Traffic Audience Social Activity
    • Example Campaign
    • Questions Joshua Barnes - Director of Social Strategy @joshuaatbarnes joshua@socialmatica.com Mark Brenwall – VP of Customer Experience @markbrenwall mark@socialmatica.com
    • The End