THE NO BS GUIDE TO SOCIAL MEDIA:Social Media Strategies and Best Practices for Marketers<br />Tracy Falke<br />Powershift ...
Agenda<br />Introduction to social media<br />Nailing your business objectives and target audience<br />Content Strategy a...
Social Media is big<br />
So big it accounts for 22% of all time spent online<br />* Neilsen, June 2010<br />
So big that 75% of the UK’s active internet population access social daily <br />* Neilsen, June 2010<br />
Big business, social media?<br />
Lead Generation<br />
Sales<br />
Brand <br />Awareness<br />
Reputation <br />Management<br />
Crisis<br />Management<br />
Customer <br />Service<br />
Recruitment<br />
Market<br />Intelligence<br />
Build<br />Authority<br />
Drive Cost<br />Efficiencies<br />
The big hitters! <br />Social platforms for business.<br />
Challenges for Social Media & Big Business<br />
Why business has been slow to SMM<br />Unsure of what investment to make & how to measure ROI<br />Lack of experience<br /...
How do other businesses use social?<br />
79% of Fortune 100 global companiesuse at least 1social media platform<br />
29% of Fortune 100 global companies use the 4 major social media platforms<br />
35% have a corporate blog<br />50%have a Youtube Channel<br />54%have a Facebook fan page<br />65%have a Twitter account<b...
82% update Twitter an avg of 27 times per week<br />68%upload and average of 10 videos per month<br />59%post an average o...
So why should you care?<br />
Peer to peer recommendations online a key factor in 50% of purchase decisions:  <br />Online word-of-mouth recommendations...
Social media users spend 66% longer on social networks<br />(Nielson, 2010)<br />
Ad conversion through social higher<br />
Uplift through Social<br />Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, reco...
25% of search results for the World’s Top 20 largest brands are links to user-generated content .<br />(SES, ClickZ 2009)<...
Social media is where your customers live, work & play.<br />
Social Media Marketing is how we reach them.<br />
Considerations for SMM<br />Social media marketing is very different for every business:<br />Are you a large corporate or...
WHAT KIND OF BUSINESS ARE YOU?<br />Global, national, regional or single premise?<br />Products or services?<br />Marketin...
Building a Company with Social Media<br />
Social Media is big<br />Social Media:<br />The biggest shift in communication since the printing press<br />
Social Media is big<br />Social Media is the biggest  shift in communication since the invention of the Gutenberg printing...
To <br />listening<br />and engaging<br />your<br />audience<br />
Social Media in Context<br />
The Big Shift in Marketing Landscape<br />
An active social presence sells!<br />
Social Media CPA is lower<br />
In other words, social media is COST EFFECTIVE<br />
Different types of Social Media engagement<br />
LEVELS OF ENGAGEMENT<br />
VOLUME OF MESSAGE AMPLIFIED<br />
Content Relevance<br />Domain Credibility<br />Channel Alignment<br />Timing (temporal relevance)<br />					Audience Confi...
Nailing your business objectives & target audience<br />
Nailing your Business Objectives and Target Audience<br />Any good marketing effort should begin with the brief.  Ensuring...
The Brief<br />Business Objectives<br />Sell more products or services<br />Cultivate influence and authority = more press...
The Brief<br />Digital Objectives<br />Higher macro-conversions <br />Purchase<br />Registration<br />Comments<br />Social...
XXXBrand Business Objectives<br />1. Drive More Business2. Increase Reputation 3. Develop Relationships4. Increase Visibil...
Digital Goals for Social Media<br />1. Drive traffic to the website	2. Drive better qualified leads3. Increasing conversio...
Additional Objectives in SMM<br />Increased web equity<br />Increased visibility for our product portfolio & services thro...
Questions & Answers<br />WHAT ARE YOUR BUSINESS OBJECTIVES?<br />WHAT ARE YOUR DIGITAL OBJECTIVES?<br />
Biggest Platforms by Country<br />
AUDIENCE DISCOVERY<br />WHO <br />Who are your stakeholders?<br />WHAT<br />What are you trying to communicate or achieve?...
5 W’s for Marketing<br />
DECISION MAKERS<br />THEY WANT:<br />Competitiveness of your offer<br />Evidence of your company’s industry prowess <br />...
JOURNALISTS<br />THEY WANT:<br />Up-to-date news<br />New product news & information<br />The fine print<br />Company stat...
Audience Discovery:<br />SEO Research<br />Keyword Research & Analysis<br />Google searches<br />Google Trends<br />Google...
TWITTER<br />Sustainability 2000<br />Sustainability Development 90<br />CSR 222<br />Corp Social Responsibility 100<br />
Social Media Marketing on the rise<br />
Resources used by other brands<br />11 channels<br />35 Twitter accts<br />6 people<br />11 channels<br />6 people<br />9 ...
Content Strategy & Integration<br />What do your customers want to hear and how can it aid your full SEO & marcomm objecti...
Media Fragmentation<br />Direct Mail Print & Press<br />Brand Website<br />Magazine Forums<br />Blogs<br />Trade sites<br ...
Key Social Media Marketing Platforms<br />
Owning the search page!<br />
Ignoring the search page!<br />
Social Media Content Strategy<br />THE BIG PICTURE<br />Identify bus objectives , KPIs  & other marketing activities<br />...
  Affiliate Content Sites
  Forums</li></ul>CUSTOMERS &<br />INFLUENTIAL<br />BLOGGERS:<br /><ul><li>  Blogs
  Forums
   Specific SM groups</li></ul>INDUSTRY INFLUENCER<br />SITES:<br /><ul><li>  Blogs
  Forums
  Specific SM groups</li></ul>WHERE IS BEST?<br />Planning content placement across selected channels<br />CORE CONTENT<br...
Customer behaviours in Social<br />Close family & friends = Known Peer Influencers<br />Independent bloggers = Key Influen...
Search & Social work in concert<br />
Social Media Maximises Search Spend<br />
AN INTEGRATED APPROACH<br />Offline<br /><ul><li>  Ads
  Editorial</li></ul>PR & Distribution Networks<br />Web Equity & Visibility<br />Social Properties<br />Blog<br /><ul><li...
SocialFeatures</li></ul>Brand Site<br />
PPC: Deals<br />
Deals by Channel<br />
Search Terms to Site to June 2010<br />Competitor names<br />
Keyword Density on XXXBrand Site<br />
Search Terms to Site to June 2010<br />Brand mention)<br />Competitor Mentions<br />
Deals by Sector to Date<br />
What customers are searching for<br />
BRAND TERMS<br />j<br />PRODUCT SPECIFIC TERMS<br />k<br />COMPETITOR TERMS<br />l<br />NEEDS BASED TERMS<br />m<br />
Brand name<br />Brand Abbreviation<br />
Week 2 Content Development Plan<br />
Review and 2010 plan<br />Activity Plan<br />90 day pilot<br />September	<br />October<br />December<br />January<br />Oct...
 Process changes
 Resource recommendations</li></ul>Agree on any changes or engagements<br />Agree on any changes or engagements<br />Agree...
Compliant Content Suites<br />50 pre-written tweets per web article for scheduled daily release<br />Eg:  Asset Finance he...
Collaborative & Compliant<br />2.<br />3.<br />1.<br />4.<br />Content Suites Created from Compliant Copy<br />Press Relea...
MANAGING & MONITORING<br />YOUR SOCIAL MEDIA<br />
Your Toolbelt<br />What tools will you need to pull the whole thing off?  <br />From enterprise solutions to down and dirt...
Automation helps...<br />Ongoing SM monitoring <br />for your own business & competitor activity via quantitative & qualit...
  Auto-messaging around offers & possible customer service issues</li></ul>Pushing content across channels<br />Using cros...
Automation allows segmentation<br />
Managing Multiple Accounts<br />
Monitoring your channels & issues<br />
Keeping an eye out for the opportunities<br />
No Limits or Know the limits?<br />
Too much info!<br />
ENTERPRISE TOOLS<br />Radian 6<br />Crimson Hexagon<br />
Etiquette (Be Social)  <br />Automation at a rate of 80/20 <br />Social Drivers & Tribes works best<br />SOCIAL MEDIA MARK...
DO connect to your "real-world" friends.<br />DO integrate your existing contacts across platforms<br />DO tie in all soci...
What happens when things go wrong?<br />Social media invariably opens a business to new risks.  <br />In a risk averse env...
CRISIS MANAGEMENT PLAN<br />
What’s a Crisis Management Plan?<br />Establish “crisis scenarios”<br />Develop a bank of content to combat these potentia...
British Petroleum: Losing Equity<br />}Brand .Com<br />}Social Property <br />}News Sites<br />}Social Property <br />}New...
BP: A Brand in Crisis<br />} Branded PPC <br />}Social Properties<br />}News Sites<br />} Videos (non-brand)<br />}Brand ....
Escalation model examples<br />
Crisis Management models<br />
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No bs guide to social media internet world

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Social media playtime is over. Go beyond the buzz with social media marketing strategies designed to make any financial director smile. From social activation to hardcore ROI, Tracy Falke will deliver the social media best practices marketers are using to adapt to the biggest shift in communication since the advent of the printing press.

Topics covered:
1. The Basics - Nailing your Business Objectives & Target Audience
Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?
2. Content Strategy & Integration
What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.
3. Your toolbelt
What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.
4. What happens when things go wrong?
Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.
5. Measuring Success
Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.
Presented by: Tracy Falke, Director of Strategy: Content, Search, Social Media & Emerging Technology, Powershift Media Group

Published in: Technology, Business
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  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation &amp; SalesBrand AwarenessCrisis &amp; Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning &amp; creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)
  • Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens.   If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google).  Lufthansa, though responding in social, are not utilising their social properties effectively &amp; thus, they cannot control these results.  I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
  • Incorporate business objectives &amp; KPIs including: SEO strategyMarcomms Strategy Online &amp; Offline PR activities Corporate events
  • Successful marketing in any channel depends on knowing the platform. Given Twitter’s stripped down functionality, it’s even more important to make sure your users get the right experience.One of the most common automation mistakes I see is autofollow direct messaging.My inbox is crammed full of these sorts of messages, some with more personal messages than others. They’re not full of insight and generally, if they do contain a link, it’s self promotional content which I wasn’t interested in.Given that you can’t block delete these messages, I’ll just have to suffer on with an inbox full of ‘thanks for the follow, I’m excited to share my life’s passion with you’ messages. In the real world, this sort of behaviour would be considered poor social etiquette and online, in a society that’s poor on time (which let’s face it, is why Twitter became so popular in the first place), this is poor form.I generally tend to unfollow the more extreme examples of this.Social media, and Twitter specifically, isn’t about ‘no limit’s marketing, but more about knowing the limits of the platform. Add thank you for following!
  • This next example is another illustration of poor automation.Clearly, this user isn’t capable of typing or even re-tweeting this fast, and he’s literally dumping loads of content across my twitter stream. To what use? There may be lots of valuable content here, but if it comes in this sort of volume, this quickly, I lose interest. It’s sort of like when you hear about an ‘Awesome, award-winning film’ about 1000 times before you finally decide to just wait to see it on DVD. What’s worse, is that these automators are squandering valuable content with no thought for the available audience.It seems that these self-professed social media marketing gurus missed the lesson on audience segmentation. At the very least, your automation model should take the basics into consideration:Location – so tweeting good content across the time zones to make sure global users have accessInterest – using keywords &amp; topics that generate the most interest And they’ve missed an important social rule: being polite. I liken this sort of dumping to a loud drunk guy in the bar that no one listens to, even if he’s a genius. Too much volume in too short of a space of time is a big automation no no.
  • Transcript of "No bs guide to social media internet world"

    1. 1. THE NO BS GUIDE TO SOCIAL MEDIA:Social Media Strategies and Best Practices for Marketers<br />Tracy Falke<br />Powershift Media Group<br />Online Marketing Summit<br />Internet World, May 2011<br />
    2. 2. Agenda<br />Introduction to social media<br />Nailing your business objectives and target audience<br />Content Strategy and Integration<br />Your toolbelt: Managing & Monitoring your social media<br />What happens when things go wrong?<br />Measuring Success<br />
    3. 3. Social Media is big<br />
    4. 4. So big it accounts for 22% of all time spent online<br />* Neilsen, June 2010<br />
    5. 5. So big that 75% of the UK’s active internet population access social daily <br />* Neilsen, June 2010<br />
    6. 6. Big business, social media?<br />
    7. 7. Lead Generation<br />
    8. 8. Sales<br />
    9. 9. Brand <br />Awareness<br />
    10. 10. Reputation <br />Management<br />
    11. 11. Crisis<br />Management<br />
    12. 12. Customer <br />Service<br />
    13. 13. Recruitment<br />
    14. 14. Market<br />Intelligence<br />
    15. 15. Build<br />Authority<br />
    16. 16. Drive Cost<br />Efficiencies<br />
    17. 17. The big hitters! <br />Social platforms for business.<br />
    18. 18. Challenges for Social Media & Big Business<br />
    19. 19. Why business has been slow to SMM<br />Unsure of what investment to make & how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />No business process<br />
    20. 20. How do other businesses use social?<br />
    21. 21. 79% of Fortune 100 global companiesuse at least 1social media platform<br />
    22. 22. 29% of Fortune 100 global companies use the 4 major social media platforms<br />
    23. 23. 35% have a corporate blog<br />50%have a Youtube Channel<br />54%have a Facebook fan page<br />65%have a Twitter account<br />
    24. 24. 82% update Twitter an avg of 27 times per week<br />68%upload and average of 10 videos per month<br />59%post an average of 3.6 Facebook updates per week<br />36%update their corporate blog an avg of 7 posts per month<br />
    25. 25. So why should you care?<br />
    26. 26. Peer to peer recommendations online a key factor in 50% of purchase decisions: <br />Online word-of-mouth recommendations are highly trusted by consumers<br />(McKinsey, 2010)<br />
    27. 27. Social media users spend 66% longer on social networks<br />(Nielson, 2010)<br />
    28. 28. Ad conversion through social higher<br />
    29. 29. Uplift through Social<br />Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.<br />
    30. 30. 25% of search results for the World’s Top 20 largest brands are links to user-generated content .<br />(SES, ClickZ 2009)<br />* Neilsen, June 2010<br />
    31. 31. Social media is where your customers live, work & play.<br />
    32. 32. Social Media Marketing is how we reach them.<br />
    33. 33. Considerations for SMM<br />Social media marketing is very different for every business:<br />Are you a large corporate or a small business?<br />Are you selling your services or products?<br />Is your offer local, regional, national or international?<br />Are you selling to end consumers or to other businesses (B2C v B2B)?<br />
    34. 34. WHAT KIND OF BUSINESS ARE YOU?<br />Global, national, regional or single premise?<br />Products or services?<br />Marketing and communication team or one man band?<br />
    35. 35. Building a Company with Social Media<br />
    36. 36. Social Media is big<br />Social Media:<br />The biggest shift in communication since the printing press<br />
    37. 37. Social Media is big<br />Social Media is the biggest shift in communication since the invention of the Gutenberg printing press<br />From <br />broadcasting<br />your <br />message<br />
    38. 38. To <br />listening<br />and engaging<br />your<br />audience<br />
    39. 39. Social Media in Context<br />
    40. 40. The Big Shift in Marketing Landscape<br />
    41. 41. An active social presence sells!<br />
    42. 42. Social Media CPA is lower<br />
    43. 43. In other words, social media is COST EFFECTIVE<br />
    44. 44. Different types of Social Media engagement<br />
    45. 45. LEVELS OF ENGAGEMENT<br />
    46. 46. VOLUME OF MESSAGE AMPLIFIED<br />
    47. 47. Content Relevance<br />Domain Credibility<br />Channel Alignment<br />Timing (temporal relevance)<br /> Audience Confidence<br />SOCIAL SUCCESS<br />
    48. 48. Nailing your business objectives & target audience<br />
    49. 49. Nailing your Business Objectives and Target Audience<br />Any good marketing effort should begin with the brief.  Ensuring you're clear on what you're trying to achieve -  in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy.  <br />Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?<br />
    50. 50. The Brief<br />Business Objectives<br />Sell more products or services<br />Cultivate influence and authority = more press inches<br />Cut business overheads<br />Optimise business efficiency<br />Optimise marketing efforts<br />
    51. 51. The Brief<br />Digital Objectives<br />Higher macro-conversions <br />Purchase<br />Registration<br />Comments<br />Social shares<br />Higher micro-conversions<br />Multiple category views<br />Download brochure or pdf<br />Increased dwell time<br />
    52. 52. XXXBrand Business Objectives<br />1. Drive More Business2. Increase Reputation 3. Develop Relationships4. Increase Visibility<br />
    53. 53. Digital Goals for Social Media<br />1. Drive traffic to the website 2. Drive better qualified leads3. Increasing conversions to “QUOTE REQUEST”& deal4. Greater awareness of the service offer 5. Amplified Public Relations Messages 6. Market Intelligence 7. Reputation Management opportunities8. Customer Service9. Recruitment<br />
    54. 54. Additional Objectives in SMM<br />Increased web equity<br />Increased visibility for our product portfolio & services through search engines & social environments<br />Increased effectiveness & higher cost efficiencies in our SEO & PPC marketing efforts<br />Increased ranking & conversion for highly competitive search terms<br />Increased brand profile<br />Increased visibility in existing business audiences<br />Establishing position as a thought leader in our industry<br />Demand Generation<br />Establish the need for your products or services in market<br />Show the problem, provide the solution<br />
    55. 55. Questions & Answers<br />WHAT ARE YOUR BUSINESS OBJECTIVES?<br />WHAT ARE YOUR DIGITAL OBJECTIVES?<br />
    56. 56. Biggest Platforms by Country<br />
    57. 57. AUDIENCE DISCOVERY<br />WHO <br />Who are your stakeholders?<br />WHAT<br />What are you trying to communicate or achieve?<br />WHEN<br />When is your target audience online and in the places you are trying to reach them?<br />WHERE<br />Which platforms best suit your audience, given the above?<br />WHY<br />How does this communication help to achieve my core business and digital objectives?<br />
    58. 58. 5 W’s for Marketing<br />
    59. 59. DECISION MAKERS<br />THEY WANT:<br />Competitiveness of your offer<br />Evidence of your company’s industry prowess <br />Benefits of doing business with your company<br />Financial stability of your organisation<br />Useful content ( link bait) such as calculators, videos, account tracking, related products<br />Account details<br />Account contact details<br />Relevant case studies to their sector<br />
    60. 60. JOURNALISTS<br />THEY WANT:<br />Up-to-date news<br />New product news & information<br />The fine print<br />Company statements<br />Key Contacts<br />
    61. 61. Audience Discovery:<br />SEO Research<br />Keyword Research & Analysis<br />Google searches<br />Google Trends<br />Google Insights<br />Social platform specific search tools<br />Twittergrader.com<br />Klout<br />FINDING THE TARGET AUDIENCE<br />
    62. 62. TWITTER<br />Sustainability 2000<br />Sustainability Development 90<br />CSR 222<br />Corp Social Responsibility 100<br />
    63. 63. Social Media Marketing on the rise<br />
    64. 64. Resources used by other brands<br />11 channels<br />35 Twitter accts<br />6 people<br />11 channels<br />6 people<br />9 channels<br />1400+ people<br />11 channels<br />6 YR old community, <br />1.7M users<br />35 people<br />
    65. 65. Content Strategy & Integration<br />What do your customers want to hear and how can it aid your full SEO & marcomm objectives?  <br />We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online.  In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.<br />
    66. 66. Media Fragmentation<br />Direct Mail Print & Press<br />Brand Website<br />Magazine Forums<br />Blogs<br />Trade sites<br />Banners<br />Email<br />PPC/ SEO<br />Affiliates<br />
    67. 67. Key Social Media Marketing Platforms<br />
    68. 68. Owning the search page!<br />
    69. 69. Ignoring the search page!<br />
    70. 70. Social Media Content Strategy<br />THE BIG PICTURE<br />Identify bus objectives , KPIs & other marketing activities<br />WHAT DO WE HAVE & WHAT DO WE NEED?<br />Audit existing content & Identify opportunities to create new content<br />BROADER SOCIAL INFLUENCERS & CONSUMERS:<br /><ul><li> Social Networking Sites
    71. 71. Affiliate Content Sites
    72. 72. Forums</li></ul>CUSTOMERS &<br />INFLUENTIAL<br />BLOGGERS:<br /><ul><li> Blogs
    73. 73. Forums
    74. 74. Specific SM groups</li></ul>INDUSTRY INFLUENCER<br />SITES:<br /><ul><li> Blogs
    75. 75. Forums
    76. 76. Specific SM groups</li></ul>WHERE IS BEST?<br />Planning content placement across selected channels<br />CORE CONTENT<br />CREATE<br />Writing &/or re-purposing content to service goals & channels<br />KEEP ENGAGED!<br />Ongoing engagement across platforms<br />
    77. 77. Customer behaviours in Social<br />Close family & friends = Known Peer Influencers<br />Independent bloggers = Key Influencers<br />Corporate Bloggers = Key Influencers<br />Contributors to Youtube, Flickr,etc = Social Influencers<br />Anonymous peer reviews = Social Influencers<br />
    78. 78. Search & Social work in concert<br />
    79. 79. Social Media Maximises Search Spend<br />
    80. 80. AN INTEGRATED APPROACH<br />Offline<br /><ul><li> Ads
    81. 81. Editorial</li></ul>PR & Distribution Networks<br />Web Equity & Visibility<br />Social Properties<br />Blog<br /><ul><li> Content
    82. 82. SocialFeatures</li></ul>Brand Site<br />
    83. 83. PPC: Deals<br />
    84. 84. Deals by Channel<br />
    85. 85. Search Terms to Site to June 2010<br />Competitor names<br />
    86. 86. Keyword Density on XXXBrand Site<br />
    87. 87. Search Terms to Site to June 2010<br />Brand mention)<br />Competitor Mentions<br />
    88. 88.
    89. 89.
    90. 90.
    91. 91.
    92. 92.
    93. 93. Deals by Sector to Date<br />
    94. 94. What customers are searching for<br />
    95. 95. BRAND TERMS<br />j<br />PRODUCT SPECIFIC TERMS<br />k<br />COMPETITOR TERMS<br />l<br />NEEDS BASED TERMS<br />m<br />
    96. 96. Brand name<br />Brand Abbreviation<br />
    97. 97. Week 2 Content Development Plan<br />
    98. 98. Review and 2010 plan<br />Activity Plan<br />90 day pilot<br />September <br />October<br />December<br />January<br />October <br />November<br />September <br />Sales team support<br />Site redesign<br />Set-up<br />Agree business objectives<br />Monitoring:<br />Weekly data collection, analysis and review<br />Monitoring:<br />Weekly data collection, analysis and review<br />Monitoring:<br />Weekly data collection, analysis and review<br />Agree data analysis approach<br />Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial) <br />Key words<br />Pilot Review<br />Full review and analysis of campaign to date<br />Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial) <br />Competitors<br />Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial) <br />Agree on engagerment strategy for pilot period<br />Sweep of all recent social media<br />2010 Strategy<br />Recommendation of ongoing strategy and engagement<br /><ul><li>Budget requirements
    99. 99. Process changes
    100. 100. Resource recommendations</li></ul>Agree on any changes or engagements<br />Agree on any changes or engagements<br />Agree on any changes or engagements<br />Reporting:<br />Monthly report on findings, recommendations and strategy<br />Analyse data<br />Reporting:<br />Monthly report on findings, recommendations and strategy<br />Reporting:<br />Monthly report on findings, recommendations and strategy<br />Report on findings, provide recommendations for engagement strategies<br />
    101. 101. Compliant Content Suites<br />50 pre-written tweets per web article for scheduled daily release<br />Eg: Asset Finance helps Cornish Bakery raise working capital<br />5 Facebook Updates (1 pw release)<br />Eg: Business Finance to ease cashflow for Cornish Bakery<br />5 LinkedIn Group Updates (1 pw)<br />Eg: Asset Financing to help Cornish Bakery’s business development<br />1 Adaptation per web article<br />Video of Case study or Relationship Manager Diary per case<br />Photos Uploaded with Search Term names<br />
    102. 102. Collaborative & Compliant<br />2.<br />3.<br />1.<br />4.<br />Content Suites Created from Compliant Copy<br />Press Release created by PR agencies<br />Content Released via Manual & Scheduled Methods<br />Content Signed off for Release<br />Release<br />Content Suite<br />Company<br />Sign Off<br />PR<br />
    103. 103. MANAGING & MONITORING<br />YOUR SOCIAL MEDIA<br />
    104. 104. Your Toolbelt<br />What tools will you need to pull the whole thing off?  <br />From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.<br />
    105. 105. Automation helps...<br />Ongoing SM monitoring <br />for your own business & competitor activity via quantitative & qualitative means<br />Publication of content <br /><ul><li> Blog, status updates, Twitter updates, Linkedin profiles
    106. 106. Auto-messaging around offers & possible customer service issues</li></ul>Pushing content across channels<br />Using cross platform functionality to cut down effort of updating across social media platforms & environments<br />Workflow of SM activity into business process<br />Setting SM accounts up to auto-alert your business to engagement & send information to the correct business unit<br />
    107. 107. Automation allows segmentation<br />
    108. 108. Managing Multiple Accounts<br />
    109. 109. Monitoring your channels & issues<br />
    110. 110. Keeping an eye out for the opportunities<br />
    111. 111. No Limits or Know the limits?<br />
    112. 112. Too much info!<br />
    113. 113. ENTERPRISE TOOLS<br />Radian 6<br />Crimson Hexagon<br />
    114. 114. Etiquette (Be Social) <br />Automation at a rate of 80/20 <br />Social Drivers & Tribes works best<br />SOCIAL MEDIA MARKETING PRINCIPLES<br />
    115. 115. DO connect to your "real-world" friends.<br />DO integrate your existing contacts across platforms<br />DO tie in all social properties to each other where possible<br />DO update frequently<br />DON'T become a Spammer<br />DO unto others....<br />DON'T make assumptions about your own irresistibility<br />DO keep your profile current<br />DON'T confuse quantity for quality<br />DON'T pass along questionable requests<br />DO join relevant groups & participate<br />DO disconnect from bad apples when you need to<br />SOCIABILITY: The Basics<br />
    116. 116. What happens when things go wrong?<br />Social media invariably opens a business to new risks.  <br />In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities.  <br />We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.<br />
    117. 117. CRISIS MANAGEMENT PLAN<br />
    118. 118. What’s a Crisis Management Plan?<br />Establish “crisis scenarios”<br />Develop a bank of content to combat these potential scenarios<br />Establish a deployment & escalation model to push out this content<br />Reputation management services<br />Managing the search results page!<br />90% of users don’t look beyond the first results page in Google<br />Make sure bad news gets shoved off the first page<br />And is replaced with positive news <br />What about when things go wrong?<br />
    119. 119. British Petroleum: Losing Equity<br />}Brand .Com<br />}Social Property <br />}News Sites<br />}Social Property <br />}News Sites<br />}Social Property <br />}News Sites<br />
    120. 120. BP: A Brand in Crisis<br />} Branded PPC <br />}Social Properties<br />}News Sites<br />} Videos (non-brand)<br />}Brand .Com<br />
    121. 121. Escalation model examples<br />
    122. 122. Crisis Management models<br />
    123. 123. MEASURING SUCCESS<br />
    124. 124. Measuring Success<br />Results are everything.  But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile?  <br />We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.<br />
    125. 125. XXXBrand Name Business Objectives<br />Raise money from Investors<br />Acquisition<br />Activation<br />Retention<br />Referral<br />Investment<br />Increase Visibility in Market<br />Visibility in search engines for:<br /><ul><li>Company Profile
    126. 126. Product range & IP Assets</li></ul>Increase Influence <br />Developing profile of key executives to:<br /><ul><li>Develop Partnerships & Relationships
    127. 127. Increase share of voice with key influencers</li></li></ul><li>The Holy Trinity of Metrics<br />Digital Metrics<br />Social Media Metrics<br />Business Metrics<br />
    128. 128. Digital Metrics<br />Web Analytics<br />Traffic increase to site<br /> Through natural search increased visibility<br /> Through Social Media properties<br />Click Through Rates on content distributed through Social Networks<br />Retention on Site<br />Interactions on Site<br />Macroconversions<br />Examples<br /> - Download company brochure<br /> - Data capture – email request for more information <br />Microconversions<br /> - Viewing multiple pages onsite<br /> - Unique vs returning user<br />
    129. 129. Journey D<br />New/Returning visitors from keyphrases to measure sticky content and access from keyphrase<br />Which sources are generating traffic to landing pages<br />Visits to RFQ page broken down by entry source<br />Conversions broken down by entry source<br />Number of hops to go from keyphrase through categories to visit RQF<br />Percentage of visits that resulted in accurate keyphrase to category journey <br />1. New/returning visitors<br />2. Entry source for all traffic (pie chart)<br />3. Entry Source to page<br />5. No of hops to goal funnel<br />6. Keyphrase to relevant category as percentage of accurate association<br />4. Entry Source by completed goals<br />
    130. 130. Social Metrics<br />Quantitative Metrics<br /> Fans, Followers, Likes of FB page, etc<br />Qualitative Metrics<br />Engagement Metrics<br /> Clicks on content<br /> Re-tweets<br /> Shares<br /> Likes of content<br /> Comments on content<br /> Social Bookmarking<br />Influencer Metrics<br /> % of following comprised of market influencers<br /> Engagement with Influencers <br /> @replies<br /> Conversations in social<br /> Conversation outside of social media<br />Increase reach via Influencer Engagement<br /> # of Influencer followers if Influencer engages with content<br />RT’s<br /> Comments<br /> Likes<br /> Shares<br /> Social Bookmarking<br />Blog commentary<br />
    131. 131. Social Metrics<br />
    132. 132. Business Metrics<br />Increased enquiries from Investors<br />Increased share of voice in search engines<br />Increased data capture<br />Decreased overheads (customer service teams, human resource)<br />Decreased SEM spend<br />
    133. 133. WHAT ARE YOUR CHALLENGES?<br />What kind of analytics do you use?<br />What type of measurements do you make?<br />How successful have you been so far?<br />

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