0
5*
TOOLS TO OPTIMIZE
SOCIAL MEDIA
MARKETING
Wednesday, October 27, 2010
@matt_heindl
Director of Social Marketing
Wednesday, October 27, 2010
SOCIAL WORK
Wednesday, October 27, 2010
1. My quick POV on what “social” is…
2. … How that relates to “social marketing”
3. Tools to work smarter and faster
AGEND...
Which platform is most important to your marketing?
1. Facebook
2. Twitter
3. Blogs
4. All of them!
QUICK SURVEY
(what sor...
WELCOME
TO
GRAD
SCHOOL.
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
GURUS
BE
GONE.
Wednesday, October 27, 2010
MY
HUMBLE
POV
Wednesday, October 27, 2010
Wednesday, October 27, 2010
1. text
2. text
3. text
4. text
5. text
TITLE
Wednesday, October 27, 2010
Media consumption
has changed
more in the last 5 years than in the 20 preceding it
But the motivations are as old as human...
1. text
2. text
3. text
4. text
5. text
TITLE
Google CEO, Eric Schmidt:
“Every two days now we
create as much information
...
Wednesday, October 27, 2010
SCARED
YET?
Wednesday, October 27, 2010
CONFUSED
EVER?
Wednesday, October 27, 2010
THAT’S
OK.
(SO ARE SOME OF THE VENDORS.)
Wednesday, October 27, 2010
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
p...
ARE WE
THERE YET?
ALMOST.
Wednesday, October 27, 2010
LET’S LOOK
AT SOME
TOOLS!
Wednesday, October 27, 2010
SOCIAL MEDIA PUBLISHING PLATFORMS
• BUDDY MEDIA
• VITRUE
• CONTEXT OPTIONAL
• INVOLVER
• WILDFIRE (contest specialists)
We...
WHAT DO THEY DO, IN GENERAL?
Allow us to appear to have created custom Facebook apps
Wednesday, October 27, 2010
Buddy Media
Drag and drop “widgets” into your template
Wednesday, October 27, 2010
• Gifts
• Photo
• Polls
• Quizzes
• Calendar
• My Plans
Available apps/widgets.
Buddy Media
Wednesday, October 27, 2010
• Gifts
• Photo
• Polls
• Quizzes
• Calendar
• My Plans
• Image Gallery
• My Picks
• YouTube
• RSS
• Twitter
• Opt-in
• Me...
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Just dress’em up!
Buddy Media
Wednesday, October 27, 2010
Just dress’em up!
Buddy Media
They are NOT ready out of the box…
You will need to add your
design elements with css templa...
… And hang them on your wall!
Vitrue
Wednesday, October 27, 2010
FACT:
95% OF YOUR
FANS NEVER
VISIT YOUR PAGE.
Wednesday, October 27, 2010
WHAT DO THEY DO, IN GENERAL?
Allow us to preview, schedule and add photos to updates.
Wednesday, October 27, 2010
… and that’s not all!
Wednesday, October 27, 2010
… and that’s not all!
• Schedule, post and track brand messaging to the Facebook
Newsfeed and your Page Wall
• Include ima...
Post archiving and
organization
Wednesday, October 27, 2010
Monitor Your Wall
Wednesday, October 27, 2010
Analytics!
Wednesday, October 27, 2010
Fan CountUser Engagements Tab Views
Wednesday, October 27, 2010
WHY? (If you are not convinced yet)
Key benefits of a platform
• Demand:
Every global brand team is looking for an immedia...
HOW
MUCH $$?
Wednesday, October 27, 2010
Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per mon...
DO BETTER
ON TWITTER
Wednesday, October 27, 2010
TWITTER PLATFORMS
• TWEETVISOR
• TWEETDECK
• TWEETREE
• iTWEET
• TWEETDECK
• ECHO
• CO-TWEET
• … and tons more
Wednesday, ...
WHAT DO THEY DO, IN GENERAL?
Give us an alternative user interface to standard Twitter.
Wednesday, October 27, 2010
DEMO:
HOOTSUITE
Wednesday, October 27, 2010
Intermission
Wednesday, October 27, 2010
ADVANTAGES OVER PLAIN-’OL TWITTER
• SCHEDULING
• EASY LIST CREATION
• LINK SHORTENERS BUILT IN
• ACCESS TO KLOUT/RANKING
•...
NOW YOU
KNOW HOW
TO LOOK
LIKE A PRO.
Wednesday, October 27, 2010
…BUT POST
WHAT?
AND WHEN?
Wednesday, October 27, 2010
SOCIAL
FLOW
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Take the guesswork out of social.
Allow you to say the right things,
at the right time.
The art & science of increasing
tr...
Understanding the path to success is essential: earn attention, engage the
audience, and be relevant by adding value to th...
LANGUAGE
Create Tweets using
compelling messaging
SocialFlow determines when to send out each Tweet so that you achieve
ma...
Number of Followers
Traffic to your
website from links
in your message
CTR
Quality of your
Content
Clicks Per
Tweet
Quality...
Content
Pipeline
Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately.
Dashb...
Clicks/Tweet by 51%
Clicks/Followers by 29%
Followers from 188k to 357k
April – August ʻ10
Major global weekly
business an...
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Use SocialFlow:
Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay a...
Use SocialFlow:
Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay a...
ONE MORE
QUICKIE!
Wednesday, October 27, 2010
TRACK YOUR TWITTER GROWTH
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
Wednesday, October 27, 2010
BUT ARE THEY
INFLUENTIAL?
Wednesday, October 27, 2010
THANK
YOU@MATT_HEINDL
Wednesday, October 27, 2010
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5* Ways to Optimize Social Media Marketing

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Originally given as part of the 4As "Socially Speaking" series 10/27/2010 by Matt Heindl - Director of Social Marketing at Kirshenbaum Bond Senecal + Partners.

A brief POV on WHAT SOCIAL MEDIA is and a rundown of a few great tools to get more out of your marketing on Facebook and Twitter.

This is a .pdf of my presentation. The original keynote can be found here:

http://www.slideshare.net/storstygg/5-tools-to-optimize-your-social-media-marketing/edit?src=slideview#slideshow_edit_form

Published in: Technology

Transcript of "5* Ways to Optimize Social Media Marketing"

  1. 1. 5* TOOLS TO OPTIMIZE SOCIAL MEDIA MARKETING Wednesday, October 27, 2010
  2. 2. @matt_heindl Director of Social Marketing Wednesday, October 27, 2010
  3. 3. SOCIAL WORK Wednesday, October 27, 2010
  4. 4. 1. My quick POV on what “social” is… 2. … How that relates to “social marketing” 3. Tools to work smarter and faster AGENDA Wednesday, October 27, 2010
  5. 5. Which platform is most important to your marketing? 1. Facebook 2. Twitter 3. Blogs 4. All of them! QUICK SURVEY (what sort of social media guy would I be without “listening”?) Wednesday, October 27, 2010
  6. 6. WELCOME TO GRAD SCHOOL. Wednesday, October 27, 2010
  7. 7. Wednesday, October 27, 2010
  8. 8. Wednesday, October 27, 2010
  9. 9. GURUS BE GONE. Wednesday, October 27, 2010
  10. 10. MY HUMBLE POV Wednesday, October 27, 2010
  11. 11. Wednesday, October 27, 2010
  12. 12. 1. text 2. text 3. text 4. text 5. text TITLE Wednesday, October 27, 2010
  13. 13. Media consumption has changed more in the last 5 years than in the 20 preceding it But the motivations are as old as humanity... Wednesday, October 27, 2010
  14. 14. 1. text 2. text 3. text 4. text 5. text TITLE Google CEO, Eric Schmidt: “Every two days now we create as much information as we did from the dawn of civilization up until 2003.” Wednesday, October 27, 2010
  15. 15. Wednesday, October 27, 2010
  16. 16. SCARED YET? Wednesday, October 27, 2010
  17. 17. CONFUSED EVER? Wednesday, October 27, 2010
  18. 18. THAT’S OK. (SO ARE SOME OF THE VENDORS.) Wednesday, October 27, 2010
  19. 19. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated Social Media Tracking Social Intelligence TECHNOLOGY HYPE CYCLE THROUGH ADOPTION Thanks to Visable Technologies A TEXTBOOK EARLY MARKET… Wednesday, October 27, 2010
  20. 20. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated A Textbook Early Market… ENABLING TECHNOLOGY LIFE CYCLES Social Intelligence Social Media Tracking Wednesday, October 27, 2010
  21. 21. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated A Textbook Early Market… ENABLING TECHNOLOGY LIFE CYCLES First Generation Technology Social Intelligence Social Media Tracking Wednesday, October 27, 2010
  22. 22. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated A Textbook Early Market… ENABLING TECHNOLOGY LIFE CYCLES First Generation Technology Next Generation Technology Social Intelligence Social Media Tracking Wednesday, October 27, 2010
  23. 23. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated A Textbook Early Market… ENABLING TECHNOLOGY LIFE CYCLES First Generation Technology Next Generation Technology Social Intelligence Social Media Tracking Wednesday, October 27, 2010
  24. 24. Rampant adoption of social media as the “next big thing” Rampant disillusionment with SM technology vendors, which broke promises expressed or implied Promise fulfilled: data complete, metrics reliable, software scalable, enterprise fully enabled, ROI demonstrated A Textbook Early Market… ENABLING TECHNOLOGY LIFE CYCLES First Generation Technology Next Generation Technology Social Intelligence Social Media Tracking Wednesday, October 27, 2010
  25. 25. ARE WE THERE YET? ALMOST. Wednesday, October 27, 2010
  26. 26. LET’S LOOK AT SOME TOOLS! Wednesday, October 27, 2010
  27. 27. SOCIAL MEDIA PUBLISHING PLATFORMS • BUDDY MEDIA • VITRUE • CONTEXT OPTIONAL • INVOLVER • WILDFIRE (contest specialists) Wednesday, October 27, 2010
  28. 28. WHAT DO THEY DO, IN GENERAL? Allow us to appear to have created custom Facebook apps Wednesday, October 27, 2010
  29. 29. Buddy Media Drag and drop “widgets” into your template Wednesday, October 27, 2010
  30. 30. • Gifts • Photo • Polls • Quizzes • Calendar • My Plans Available apps/widgets. Buddy Media Wednesday, October 27, 2010
  31. 31. • Gifts • Photo • Polls • Quizzes • Calendar • My Plans • Image Gallery • My Picks • YouTube • RSS • Twitter • Opt-in • Message Maker Available apps/widgets. Buddy Media Wednesday, October 27, 2010
  32. 32. Wednesday, October 27, 2010
  33. 33. Wednesday, October 27, 2010
  34. 34. Wednesday, October 27, 2010
  35. 35. Wednesday, October 27, 2010
  36. 36. Just dress’em up! Buddy Media Wednesday, October 27, 2010
  37. 37. Just dress’em up! Buddy Media 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. Wednesday, October 27, 2010
  38. 38. … And hang them on your wall! Vitrue Wednesday, October 27, 2010
  39. 39. FACT: 95% OF YOUR FANS NEVER VISIT YOUR PAGE. Wednesday, October 27, 2010
  40. 40. WHAT DO THEY DO, IN GENERAL? Allow us to preview, schedule and add photos to updates. Wednesday, October 27, 2010
  41. 41. … and that’s not all! Wednesday, October 27, 2010
  42. 42. … 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. Wednesday, October 27, 2010
  43. 43. Post archiving and organization Wednesday, October 27, 2010
  44. 44. Monitor Your Wall Wednesday, October 27, 2010
  45. 45. Analytics! Wednesday, October 27, 2010
  46. 46. Fan CountUser Engagements Tab Views Wednesday, October 27, 2010
  47. 47. 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 granting high-level Facebook Page admin rights to any one team or individual Wednesday, October 27, 2010
  48. 48. HOW MUCH $$? Wednesday, October 27, 2010
  49. 49. Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per month Create status updates, add chosen media and preview the update before it goes live… and schedule WHEN the update occurs Allows one to create tweets, attach files and photos, preview the Tweet as well as schedule when the update occurs. Allows users to use a suite of out-of-the-box "apps" ranging from video players to sweepstakes entry forms to photo slideshows to polls: and customize artwork. Set alerts and filters for four letter and competitor terms. Contract term Average cost to use the service (either as contracted or prorated) Vitrue 9 8 8 (includes wall apps) 7 32 M-t-M or annual sub $2500 or $2000 (yr) Buddy Media 5 6 7 (includes embed apps) 7 25 annual sub only $5000 Context Optional 5 6 6 7 24 3 month $2500 Involver 5 2 4 5 16 6 months $2500 SOCIAL MEDIA PUBLISHING PLATFORMS: SCORECARD Wednesday, October 27, 2010
  50. 50. DO BETTER ON TWITTER Wednesday, October 27, 2010
  51. 51. TWITTER PLATFORMS • TWEETVISOR • TWEETDECK • TWEETREE • iTWEET • TWEETDECK • ECHO • CO-TWEET • … and tons more Wednesday, October 27, 2010
  52. 52. WHAT DO THEY DO, IN GENERAL? Give us an alternative user interface to standard Twitter. Wednesday, October 27, 2010
  53. 53. DEMO: HOOTSUITE Wednesday, October 27, 2010
  54. 54. Intermission Wednesday, October 27, 2010
  55. 55. 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 Wednesday, October 27, 2010
  56. 56. NOW YOU KNOW HOW TO LOOK LIKE A PRO. Wednesday, October 27, 2010
  57. 57. …BUT POST WHAT? AND WHEN? Wednesday, October 27, 2010
  58. 58. SOCIAL FLOW Wednesday, October 27, 2010
  59. 59. Wednesday, October 27, 2010
  60. 60. 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. Wednesday, October 27, 2010
  61. 61. 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). SuccessEngagementEarning Attention ACHIEVING SUCCESS IN SOCIAL MEDIA Wednesday, October 27, 2010
  62. 62. LANGUAGE Create Tweets using compelling messaging SocialFlow determines when to send out each Tweet so that you achieve maximum desired actions from your audience. TIMING Release Tweets when conversations peak METRICS Measure success of CTR, C/T, C/F, RT, and Followers Click Data HOW SOCIALFLOW WORKS Wednesday, October 27, 2010
  63. 63. Number of Followers Traffic to your website from links in your message CTR Quality of your Content Clicks Per Tweet Quality of your Content Clicks Per Follower Earned reach ReTweets HOW DO YOU MEASURE SUCCESS? Wednesday, October 27, 2010
  64. 64. Content Pipeline Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately. Dashboard View real-time performance of each post, audience growth, and tweet frequency. Analytics & Insight Understand audience response by tracking content performance (clicks/Tweet), audience quality (clicks/follower), click distribution, and other KPIs. Use these insights to improve and create new content and engagement. Settings Customize virtually every parameter on SocialFlow to suit your business needs, including rules for constructing Tweets & posts, time & volume limits, content weighting, and optimize, hold or publishing immediately. Tracking Enable Omniture or Google Analytics tracking to ensure that traffic from social channels via SocialFlow is accounted for. KEY PRODUCT FEATURES Wednesday, October 27, 2010
  65. 65. Clicks/Tweet by 51% Clicks/Followers by 29% Followers from 188k to 357k April – August ʻ10 Major global weekly business and world affairs news magazine Music retailer and subscription service /Tweet by 932% Clicks/Followers by 198% Followers from 5.2 to 8.5k March – August ‘10 PROVEN SUCCESS Wednesday, October 27, 2010
  66. 66. Wednesday, October 27, 2010
  67. 67. Wednesday, October 27, 2010
  68. 68. Wednesday, October 27, 2010
  69. 69. Use SocialFlow: Successfully reach & engage with your audience Increase click-throughs to your website Get people to pay attention to you Wednesday, October 27, 2010
  70. 70. 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 Wednesday, October 27, 2010
  71. 71. ONE MORE QUICKIE! Wednesday, October 27, 2010
  72. 72. TRACK YOUR TWITTER GROWTH Wednesday, October 27, 2010
  73. 73. Wednesday, October 27, 2010
  74. 74. Wednesday, October 27, 2010
  75. 75. Wednesday, October 27, 2010
  76. 76. BUT ARE THEY INFLUENTIAL? Wednesday, October 27, 2010
  77. 77. THANK YOU@MATT_HEINDL Wednesday, October 27, 2010
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