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  • Twitter AND Facebook&#x2026;. With Vitrue you can save them and have someone with the most admin rights OK the posts at a later time. <br />
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5* tools .... Presentation Transcript

  • 1. 5* TOOLS TO OPTIMIZE SOCIAL MEDIA MARKETING
  • 2. @matt_heindl Director of Social Marketing
  • 3. SOCIAL WORK
  • 4. AGENDA 1. My quick POV on what “social” is… 2. … How that relates to “social marketing” 3. Tools to work smarter and faster
  • 5. QUICK SURVEY (what sort of social media guy would I be without “listening”?) Which platform is most important to your marketing? 1. Facebook 2. Twitter 3. Blogs 4. All of them!
  • 6. WELCOME TO GRAD
  • 7. GURUS BE GONE.
  • 8. MY HUMBLE POV
  • 9. TITLE 1. text 2. text 3. text 4. text 5. text
  • 10. Media consumption has changed more in the last 5 years than in the 20 preceding i But the motivations are as old as humanity...
  • 11. TITLE 1. text 2. text Google CEO, Eric Schmidt: 3. text “Every two days now we 4. text create as much information 5. text as we did from the dawn of civilization up until 2003.”
  • 12. SCARED YET?
  • 13. CONFUSED EVER?
  • 14. THAT’S OK. (SO ARE SOME OF THE VENDORS.)
  • 15. A TEXTBOOK EARLY MARKET… Social Intelligence Rampant adoption of social media as the “next big thing” Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM technology vendors, which broke promises expressed or implied TECHNOLOGY HYPE CYCLE THROUGH ADOPTION Thanks to Visable Technologies
  • 16. A Textbook Early Market… Social Intelligence Rampant adoption of social media as the “next big thing” Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM technology vendors, which broke promises expressed or implied ENABLING TECHNOLOGY LIFE CYCLES
  • 17. A Textbook Early Market… Social Intelligence Rampant adoption of social media as the “next big thing” Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM First technology vendors, which broke promises expressed or implied Generation Technology ENABLING TECHNOLOGY LIFE CYCLES
  • 18. A Textbook Early Market… Social Intelligence Next Rampant adoption of social Generation media as the “next big thing” Promise fulfilled: data complete, metrics Technology software scalable, enterprise reliable, fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM First technology vendors, which broke promises expressed or implied Generation Technology ENABLING TECHNOLOGY LIFE CYCLES
  • 19. A Textbook Early Market… Social Intelligence Next Rampant adoption of social Generation media as the “next big thing” Promise fulfilled: data complete, metrics Technology software scalable, enterprise reliable, fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM First technology vendors, which broke promises expressed or implied Generation Technology ENABLING TECHNOLOGY LIFE CYCLES
  • 20. A Textbook Early Market… Social Intelligence Next Rampant adoption of social Generation media as the “next big thing” Promise fulfilled: data complete, metrics Technology software scalable, enterprise reliable, fully enabled, ROI demonstrated Social Media Tracking Rampant disillusionment with SM First technology vendors, which broke promises expressed or implied Generation Technology ENABLING TECHNOLOGY LIFE CYCLES
  • 21. ARE WE THERE YET? ALMOST.
  • 22. LET’S LOOK AT SOME TOOLS!
  • 23. SOCIAL MEDIA PUBLISHING PLATFORMS • BUDDY MEDIA • VITRUE • CONTEXT OPTIONAL • INVOLVER • WILDFIRE (contest specialists)
  • 24. WHAT DO THEY DO, IN GENERAL? Allow us to appear to have created custom Facebook apps
  • 25. Drag and drop “widgets” into your template Buddy Media
  • 26. Available apps/widgets. • Gifts • Photo • Polls • Quizzes • Calendar • My Plans Buddy Media
  • 27. Available apps/widgets. • Gifts • Image Gallery • Photo • My Picks • Polls • YouTube • Quizzes • RSS • Twitter • Calendar • Opt-in • My Plans • Message Maker Buddy Media
  • 28. Just dress’em up! Buddy Media
  • 29. Just dress’em up! They are NOT ready out of the box… You will need to add your design elements with css templates Most platforms can do it for you for a fee. Buddy Media
  • 30. … And hang them on your wall! Vitrue
  • 31. FACT: 95% OF YOUR FANS NEVER VISIT YOUR PAGE.
  • 32. WHAT DO THEY DO, IN GENERAL? Allow us to preview, schedule and add photos to updates.
  • 33. … and that’s not all!
  • 34. … and that’s not all! • Schedule, post and track brand messaging to the Facebook Newsfeed and your Page Wall • Include images, links, videos and sapplets as needed • Track the performance of historical posts to inform social messaging strategies for the future.
  • 35. Post archiving and organization
  • 36. Monitor Your Wall
  • 37. Analytics!
  • 38. User Engagements Fan Count Tab Views
  • 39. WHY? (If you are not convinced yet) Key benefits of a platform • Demand: Every global brand team is looking for an immediate social solution • Reduced time to market: Brands can activate presences within weeks • Cost savings: Provides significant cost savings versus one-off, custom development projects • Ease of management: Technical and admin changes made at the platform, not page, level • Control: Granular permissions provide global brand control with local customization • Solid foundation: Scalable Page architecture is critical to maximize Facebook efforts • Security: Deploy and manage hundreds of Pages globally through a secure system without
  • 40. HOW MUCH $$?
  • 41. SOCIAL MEDIA PUBLISHING PLATFORMS: SCORECARD Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per month Allows one to create Allows users to use a suite Create status updates, Average cost to tweets, attach files and of out-of-the-box "apps" add chosen media and Set alerts and filters use the service photos, preview the ranging from video players preview the update before it for four letter and Contract term (either as Tweet as well as to sweepstakes entry forms goes live… and schedule competitor terms. contracted or schedule when the to photo slideshows to polls: WHEN the update occurs prorated) update occurs. and customize artwork. Vitrue 9 8 8 (includes wall apps) 7 32 M-t-M or annual sub $2500 or $2000 (yr) Buddy 5 6 7 (includes embed apps) 7 25 annual sub only $5000 Media Context 5 6 6 7 24 3 month $2500 Optional Involver 5 2 4 5 16 6 months $2500
  • 42. DO BETTER ON TWITTER
  • 43. TWITTER PLATFORMS • TWEETVISOR • TWEETDECK • TWEETREE • iTWEET • TWEETDECK • ECHO • CO-TWEET • … and tons more
  • 44. WHAT DO THEY DO, IN GENERAL? Give us an alternative user interface to standard Twitter.
  • 45. DEMO: HOOTSUITE
  • 46. Intermissio n
  • 47. ADVANTAGES OVER PLAIN-’OL TWITTER • SCHEDULING • EASY LIST CREATION • LINK SHORTENERS BUILT IN • ACCESS TO KLOUT/RANKING • MULTIPLE STREAMS, MULTIPLE USERS • MONITORING • ANALYTICS: PLUG YOURS IN OR USE THEIRS • FACEBOOK AND FOURSQUARE ADD-INS
  • 48. NOW YOU KNOW HOW TO LOOK
  • 49. …BUT POST WHAT? AND WHEN?
  • 50. SOCIAL FLOW
  • 51. Take the guesswork out of social. Allow you to say the right things, at the right time. The art & science of increasing traffic, ReTweets, shares, mentions and followers.
  • 52. ACHIEVING SUCCESS IN SOCIAL MEDIA Understanding the path to success is essential: earn attention, engage the audience, and be relevant by adding value to the conversation. The result is desired actions (click-throughs, RTs, shares, mentions and follows). Earning Engagement Attention Success
  • 53. HOW SOCIALFLOW WORKS SocialFlow determines when to send out each Tweet so that you achieve maximum desired actions from your audience. LANGUAGE TIMING METRICS Click Create Tweets using Release Tweets when Measure success of Data compelling messaging conversations peak CTR, C/T, C/F, RT, and Followers
  • 54. HOW DO YOU MEASURE SUCCESS? CTR Clicks Per Clicks Per ReTweets Tweet Follower Traffic to your Quality of your Quality of your Earned reach website from links Content Content in your message Number of Followers
  • 55. KEY PRODUCT FEATURES Content Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately. Pipeline Dashboard View real-time performance of each post, audience growth, and tweet frequency. Understand audience response by tracking content performance (clicks/Tweet), audience quality Analytics & (clicks/follower), click distribution, and other KPIs. Use these insights to improve and create new Insight content and engagement. Customize virtually every parameter on SocialFlow to suit your business needs, including rules Settings for constructing Tweets & posts, time & volume limits, content weighting, and optimize, hold or publishing immediately. Enable Omniture or Google Analytics tracking to ensure that traffic from social channels via Tracking SocialFlow is accounted for.
  • 56. PROVEN SUCCESS Clicks/Tweet by 51% Major global weekly Clicks/Followers by 29% business and world Followers from 188k to 357k affairs news magazine April – August ʻ10 /Tweet by 932% Music retailer and Clicks/Followers by 198% subscription service Followers from 5.2 to 8.5k March – August ‘10
  • 57. Use SocialFlow: Successfully reach & engage with your audience Increase click-throughs to your website Get people to pay attention to you
  • 58. Use SocialFlow: Successfully reach & engage with your audience Increase click-throughs to your website Get people to pay attention to you Increase engagement & audience quality Grow your audience Create more compelling, relevant content delivered at peak audience interest
  • 59. ONE MORE
  • 60. TRACK YOUR TWITTER GROWTH
  • 61. BUT ARE THEY INFLUENTIAL?
  • 62. THANK