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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 ...

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

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  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & 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 & 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 & 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 & KPIs including: SEO strategyMarcomms Strategy Online & 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 & 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.

No bs guide to social media   internet world No bs guide to social media internet world Presentation Transcript

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