Social Media Best Practices 2014


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Unsure of your brand's social media strategy? Here's a step-by-step guide to navigating today's complex social media landscape.

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Social Media Best Practices 2014

  1. 1. THE SOCIAL IMPERATIVE 2014 Social Media Marketing Best Practices
  3. 3. 3 According to Eloqua, “a reported 78% of companies now have a dedicated social team.” As social media platforms and tools continue to emerge, we can only expect that number to grow in 2014.
  4. 4. 4 STEPS TO SUCCESS  Know which popular and emerging platforms make sense for your brand, so time (and money) isn’t wasted on ineffectual efforts  Implement a social strategy, instead of executing a series of one off promotional tactics  Integrate with other marketing efforts  Be active, with consistent involvement in social media
  5. 5. 5 Emotional Currency can be transactional and/or transformative It can come from creating an emotional connection based on a shared experience, compelling visual language, elevating copy or simple cues from the past It’s about being on the inside of consumer behavior, their beliefs and rituals …and create an emotional connection with consumers based on shared experience, compelling imagery, elevating copy or simple social cues.
  7. 7. 7 A BETTER UNDERSTANDING Approaching social media analytically can give brands valuable intelligence to make strategic marketing and branding decisions. Social media can provide valuable insight into:  Consumer behavior  Industry trends  Competitor activities  Product buzz  Employee/stakeholder insights  Consumer sentiment
  8. 8. 8 THE ROI OF SOCIAL MEDIA In addition to leveraging the intelligence gained from analyzing buzz, social media can:  Drive brand awareness  Generate leads  Drive sales  Enhance customer service  Turn consumers into brand advocates
  9. 9. 9 SOCIAL & SEO Search engines are putting increasing weight on social connectivity in search:  Content is king for SEO and social media is the ultimate content amplifier  Google’s “Search Plus Your World” giving search results based on Google+ connections  Authorship through Google+ is a great way to increase click through rate and establish authority for your brand Social media is changing the way search results are delivered and radically altering SEO best practices.
  11. 11. START IN THE DEEP END We take a deep dive into conversations happening around your brand and industry, including:  Sentiment: What people are saying –both positive and negative.  Trends: What are the topics of conversation in which your brand name appears?  Competitive Analysis: How does your buzz stack up against competitors?  Platforms: Are your constituents on Pinterest, Facebook, The Fancy or Twitter? 11
  12. 12. UNLOCKING KEY PLATFORMS Through analysis comes insight. Embrace the spaces and places where your consumers and influencers spend their time.  Pinterest is hot among mothers in their 30’s from rural states  The Fancy has a user base that is 50% European, 50% American and an average income of 100K+  The top profession among Google+ users is software engineer Finding the right space and having a great platform-appropriate strategy are key to success in social. 12
  13. 13. 13 COMPELLING CONTENT Create brand-focused, visual social media content that consumers engages consumers and encourages sharing:  Cross-Platform Image Driven Messaging Campaigns  Videos  Quizzes/Polls  Infographics  Slideshows  Custom Facebook applications
  14. 14. 14 INSIDE THE BUBBLE Strategy doesn’t stop at creating engaging content. Some of the top reasons people connect with brands via social media are to:  Be first to hear about great deals  Participate in exclusive experiences (like great apps or compelling promotions)  Grab coupons to save money
  15. 15. 15 PAID MEDIA Once an option, paid media is now a necessary tactic for brands to connect with consumers on social media. Precisely targeted, concise messaging allows brands to tap into new audiences and see continued growth. Target your audience with:  Facebook ads  Promoted videos on YouTube  LinkedIn ads  Promoted tweets and hashtags on Twitter
  16. 16. 16 INDUSTRY INFLUENCERS Social media can help brands connect and develop relationships with key influencers in their industry. In turn, these influencers can become powerful brand advocates that promote your company or product to their own network of followers.
  17. 17. 17 24/7 MONITORING Using the right tools, social media accounts can be monitored 24 hours a day, ensuring content posted by users is brand safe and customer service inquiries are dealt with quickly.
  18. 18. 18 SOCIAL MEDIA REPORTING Creating benchmarks and generating regular reports helps mark progress towards social media goals:  Social Traffic: How much is being said collectively through various social channels  Platform Insights: Report and analysis covering Facebook, Pinterest, Twitter views, posts, interactions, conversions  Share of Voice: How much chatter within the industry is focused on your brand  Sentiment: The volume of positive versus negative comments and posts  Competition: Use all of the above data points to compare against the competition  Analysis & Recommendations: We’ll deliver actionable insights and ideas to maximize campaign impact
  19. 19. 19 Keep your “eyes on the enterprise” in how you think about social. Be nimble, responsive and accountable.
  20. 20. 20 SERVICES Website Design & Development Mobile Apps/ Mobile Web Social Media Search Marketing Targeted Email ABOUT FLIGHTPATH Since 1994, Flightpath has been helping organizations to create, connect or use digital channels to maximize potential and opportunities.
  21. 21. 21 THANK YOU 212-674-5600 We Support BuildOn The Bronx Charter School for Children We Present The New York Social Media Roundtable We Blog We Tweet @flightpathny We Jam We Stroll We Party We Shoulder