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Social Media Research to Build Social Media Strategies

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Presented at Digital East 2011 in Washington DC in September. How to use social media research tools to build a kick butt social media strategy. Looking at different tools and the different types of audiences out there.

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Social Media Research to Build Social Media Strategies

  1. 1. Creating Social Media Strategies Using Audience Research<br />Liana “Li” Evans, LiBeck Integrated Marketing<br />@storyspinner<br />
  2. 2. What We’ll Cover<br />Research Tools for Social Media<br />Types of Social Media Users Out There<br />Bringing it All Together<br />© 2011 LiBeck Integrated Marketing <br />2<br />
  3. 3. Research Tools<br />
  4. 4. How Do You Know What Your Audience Is Doing?<br />Different Types of Research Tools<br />Demographic<br />Buzz Monitoring<br />Search<br />Trending<br />Linking<br />Competitive<br />Interpreting Your Data<br />Open Mind Required<br />Quantity is Very Misleading<br />Listen, Don’t Just Hear<br />Discover Their Passions!<br />© 2011 LiBeck Integrated Marketing <br />4<br />
  5. 5. It’s Not Just College Kids Using It……<br />© LiBeck Integrated Marketing 2011<br /><ul><li>Milliennials rose from 67% to 83%
  6. 6. Every generation 45 and older more than doubled participation
  7. 7. Adults 74 and older quadrupled their participation (from 4% to 16%)
  8. 8. 1 in 9 new accounts on Facebook are 65+</li></li></ul><li>Where’s The Commerce?<br />© LiBeck Integrated Marketing 2011<br />Millenials<br />Everyone Else<br /><ul><li>Email
  9. 9. Search engine use
  10. 10. Seeking health information
  11. 11. Getting news
  12. 12. Buying products
  13. 13. Making travel reservations or purchases
  14. 14. Doing online banking
  15. 15. Looking for religious information
  16. 16. Rating products, services, or people
  17. 17. Making online charitable donations
  18. 18. Downloading podcasts
  19. 19. Use of social networking sites
  20. 20. Use of instant messaging
  21. 21. Using online classifieds
  22. 22. Listening to music
  23. 23. Playing online games
  24. 24. Reading blogs
  25. 25. Participating in virtual worlds</li></li></ul><li>Because There Are Conversations Everywhere<br />© 2011 LiBeck Integrated Marketing <br />7<br />
  26. 26. People Ask Questions, Too<br />© 2011 LiBeck Integrated Marketing <br />8<br />
  27. 27. Why You Can’t Trust Quantity<br />
  28. 28. Twitter Spam<br />
  29. 29. Wow A Real Conversation?<br />
  30. 30. Not Quite<br />
  31. 31. Demographic Analysis<br />
  32. 32. Not Everyone is Tweeting<br />JackobNeilsen’s Participating Pyramid<br />© 2011 LiBeck Integrated Marketing <br />14<br />
  33. 33. Get Know What Your Audience Does<br />© 2011 LiBeck Integrated Marketing <br />15<br />
  34. 34. Social Technographics: Groundswell<br />© 2011 LiBeck Integrated Marketing <br />16<br />
  35. 35. Genders Differ<br />© 2011 LiBeck Integrated Marketing <br />17<br />
  36. 36. Ages Differ<br />© 2011 LiBeck Integrated Marketing <br />18<br />
  37. 37. Countries differ<br />© 2011 LiBeck Integrated Marketing <br />19<br />
  38. 38. Buzz Monitoring Tools<br />
  39. 39. Buzz Monitoring Tools For All Business Types<br />Free:<br />Google Analytics<br />Google Alerts<br />Trackur<br />Small-Mid-Size Business Level<br />Trackur<br />Viral Heat<br />Enterprise Level<br />Alterian: SM2 (formerly Techrigy)<br />Radian 6<br />© 2011 LiBeck Integrated Marketing <br />21<br />
  40. 40. You Get What You Pay For<br />Free:<br />Usually Just the Basics<br />Sometimes More Spam the True Conversations<br />No Sentiment Analysis<br />Small-Mid-Size Business Level<br />Can segment your data more<br />Rudimentary Sentiment<br />Influencers Highlighted<br />Enterprise Level<br />Slice & Dice Your Data<br />Grabbing a lot more Records<br />Better Sentiment Analysis<br />© 2011 LiBeck Integrated Marketing <br />22<br />
  41. 41. Google Alerts<br />© 2011 LiBeck Integrated Marketing <br />23<br />
  42. 42. Trackur<br />© 2011 LiBeck Integrated Marketing <br />24<br />
  43. 43. Trackur<br />© 2011 LiBeck Integrated Marketing <br />25<br />
  44. 44. Trackur<br />© 2011 LiBeck Integrated Marketing <br />26<br />
  45. 45. Viral Heat<br />© 2011 LiBeck Integrated Marketing <br />27<br />
  46. 46. Viral Heat<br />© 2011 LiBeck Integrated Marketing <br />28<br />
  47. 47. Viral Heat<br />© 2011 LiBeck Integrated Marketing <br />29<br />
  48. 48. Viral Heat Trial<br />© 2011 LiBeck Integrated Marketing <br />30<br />
  49. 49. Viral Heat<br />© 2011 LiBeck Integrated Marketing <br />31<br />
  50. 50. Viral Heat<br />© 2011 LiBeck Integrated Marketing <br />32<br />
  51. 51. Trending Tools<br />
  52. 52. Trending Tools<br />Google Trends (google.com/trends)<br />© 2011 LiBeck Integrated Marketing <br />34<br />
  53. 53. Google Insights<br />© 2011 LiBeck Integrated Marketing <br />35<br />
  54. 54. Other Research Tools<br />
  55. 55. Google Analytics<br />© 2011 LiBeck Integrated Marketing <br />37<br />
  56. 56. Google Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />© 2011 LiBeck Integrated Marketing <br />38<br />
  57. 57. Search!<br />© 2011 LiBeck Integrated Marketing <br />39<br />
  58. 58. Search Gives You Insights<br />© 2011 LiBeck Integrated Marketing <br />40<br />
  59. 59. A Lot of Insight<br />© 2011 LiBeck Integrated Marketing <br />41<br />
  60. 60. the types of social media & Audience Types<br />
  61. 61. Not All Social Media Users Are The Same<br />© LiBeck Integrated Marketing, LLC<br />© LiBeck Integrated Marketing, LLC<br />
  62. 62. And Remember … Not Everyone is Blogging<br />© LiBeck Integrated Marketing, LLC<br />Jackob Neilsen’s Participating Pyramid<br />© LiBeck Integrated Marketing, LLC<br />
  63. 63. Social Networking<br />What Kind of Community Members<br />© LiBeck Integrated Marketing 2011<br />
  64. 64. Things to Keep in Mind<br />Social Networks Can Be Addicting<br />Think about every time you’re tagged in a photo, what do you do?<br />News streams can drive traffic<br />Bounce rates & time on site numbers are better than social news or social bookmarking<br />It’s not just young kids<br />Fastest growing segment on Facebook is women over 45<br />Social Network Gaming <br />Very Addictive, Very Engaging<br />© LiBeck Integrated Marketing 2011<br />
  65. 65. Microblogging<br />© LiBeck Integrated Marketing, LLC<br />What Kind of Community Members<br />© LiBeck Integrated Marketing 2011<br />
  66. 66. Contrary to Popular Belief…….<br />www.LiBeckIM.com<br />© LiBeck Integrated Marketing 2011<br />
  67. 67. Things to Keep in Mind<br />© LiBeck Integrated Marketing, LLC<br />Twitter can drive a lot of quality traffic<br />People who follow you are interested in what you have to say<br />Great way to get information out quickly<br />There are a lot of tools to make managing Twitter a lot easier<br />Engaging in Twitter can lead to great opportunities in other communities<br />Twitter Success Doesn’t Happen Overnight!<br />© LiBeck Integrated Marketing 2011<br />
  68. 68. Social Sharing<br />© LiBeck Integrated Marketing, LLC<br />Video Sharing<br />What Kind of Community Members<br />Photo Sharing<br />© LiBeck Integrated Marketing 2011<br />
  69. 69. Things to Keep in Mind<br />© LiBeck Integrated Marketing, LLC<br />Social Sharing is Very Engaging<br />People are very visual<br />People love to be entertained<br />Not all videos go viral<br />Nor do they have to, to be successful<br />Videos & Photos Appear in Search Results<br />Videos & Photos Can be Shared in Facebook<br />© LiBeck Integrated Marketing 2011<br />
  70. 70. Blogs<br />© LiBeck Integrated Marketing, LLC<br />What Kind of Community Members<br />© LiBeck Integrated Marketing 2011<br />
  71. 71. Things to Keep in Mind<br />© LiBeck Integrated Marketing, LLC<br />Bloggers are not like journalists<br />They don’t have boundaries<br />They don’t answer to editors<br />They don’t have to check facts<br />You need to be consistent<br />If you don’t keep putting out content, no one will have a reason to come back<br />Create an Editorial Calendar<br />Blogs can eclipse static websites with traffic<br />By constantly giving new content the search engines come out more<br />Your audience will continue to visit your new content<br />© LiBeck Integrated Marketing 2011<br />
  72. 72. Review Sites & Geo Social Networks<br />© LiBeck Integrated Marketing, LLC<br />What Kind of Community Members<br />© LiBeck Integrated Marketing 2011<br />
  73. 73. Another Reason To Care About Reviews….<br />© LiBeck Integrated Marketing, LLC<br />© LiBeck Integrated Marketing 2011<br />
  74. 74. Things to Keep in Mind<br />© LiBeck Integrated Marketing, LLC<br />Traffic from review sites is quality traffic<br />They explore more of your site<br />They want to know why people like you<br />Negative reviews are an opportunity<br />People are also cynical and don’t believe it when reviews are always 5 stars<br />Claim you own your business <br />Upload your own photos, ensure info is correct<br />© LiBeck Integrated Marketing 2011<br />
  75. 75. There’s So Much More<br />© LiBeck Integrated Marketing 2011<br />
  76. 76. Bringing It All Together<br />
  77. 77. The Biggest Tip I Can Give Is… <br />© 2011 LiBeck Integrated Marketing <br />59<br />
  78. 78. It’s Not About You<br />© 2011 LiBeck Integrated Marketing <br />60<br />
  79. 79. Its The Value Your Audiences Find in You<br />© 2011 LiBeck Integrated Marketing <br />61<br />
  80. 80. If Something is Valuable<br />…….It Gets Shared<br />© LiBeck Integrated Marketing, LLC<br />
  81. 81. And When People Share…… Google Cares<br />© 2011 LiBeck Integrated Marketing <br />63<br />
  82. 82. Use Your Research<br />To Figure Out What’s Valuable<br />To Figure Out Your Approach<br />To Figure Out What Will Work, What Won’t<br />To Figure Out What Will Get Shared<br />To Build Your Strategy and Inform Your Engagement!<br />© 2011 LiBeck Integrated Marketing <br />64<br />
  83. 83. Social Media is More Than Facebook<br />© 2011 LiBeck Integrated Marketing <br />65<br />
  84. 84. Build Your Plan of Attack (Strategy)<br />Use Your Research<br />What platforms<br />Who do you need to engage (as a group)<br />What do you expect to gain<br />Plan Your Content Creation<br />What’s valuable<br />How often do you need to create it<br />What’s the tone<br />Integrating<br />Which channels need to work together<br />Which departments need to know<br />Policies & Contingencies<br />C.Y.A.!<br />© 2011 LiBeck Integrated Marketing <br />66<br />
  85. 85. Integrating Is Key<br />Offline Messaging Should Promote Social Efforts<br />Remember Facebook isn’t a Search Engine – Don’t Use “Find Us on Facebook”<br />Use Your PR Team to Pitch Your Social Efforts<br />Optimize Your Digital Assets<br />Create Exclusive Social Content for Your Email Lists<br />© 2011 LiBeck Integrated Marketing <br />67<br />
  86. 86. Social Media Doesn’t Happen in a Vacuum<br />Usability: If your site isn’t converting, social will only make that issue more prevalent<br />Email: Tell your already interested audience<br />SEO: optimize your profiles<br />PPC: promote what your doing<br />PR: Don’t send a press release, use your media!<br />Direct Mail: Include easy ways to find your social profiles<br />Marketing: Social Profiles on TV, Radio, Print<br />Integrate & Pollinate<br />© 2011 LiBeck Integrated Marketing <br />68<br />
  87. 87. It’s Beyond the Browser!<br />iPhone, BlackBerry, Palm, Droid<br />Smart phones are a common way of life<br />People can watch videos on their phones<br />You don’t need a web browser to find a restaurant review<br />Most social media sites have a way for community members to access via mobile – that isn’t a browser!<br />© 2011 LiBeck Integrated Marketing <br />69<br />
  88. 88. Measure, Measure, Measure<br />Brand Lift:<br />Buzz Monitoring Tools<br />Engagement:<br />Fans, Friends, Views, Favorites, Retweets, Replies<br />Web Traffic:<br />Referrals, Shortened URLs, <br />Downloads, Subscriptions, Requests<br />Sales:<br />Conversions from Social Links/Promotion<br />Links:<br /># of Links Acquired<br />Who where their acquired from<br />© 2011 LiBeck Integrated Marketing <br />70<br />
  89. 89. Social Media Policies?<br />Employee Usage Policies<br />Blogging Policies<br />Avatars, Pictures, Videos?<br />Talking with The Press<br />Comment & Trackback Policies<br />Giving Freebies<br />© 2011 LiBeck Integrated Marketing <br />71<br />
  90. 90. You Don’t Want This<br />© 2011 LiBeck Integrated Marketing <br />72<br />
  91. 91. Or This<br />© 2011 LiBeck Integrated Marketing <br />73<br />
  92. 92. Summary<br />Understand Your Audience<br />Define Your Goals<br />Research & Listen<br />Plan Your Strategy<br />Measure!<br />Not All Social Sites Will Work for You<br />Integrate!<br />Remember, It’s Not About You!<br />© 2011 LiBeck Integrated Marketing <br />74<br />
  93. 93. Questions?<br />
  94. 94. Free Resources<br />eBooks:<br />Social Media Myths<br />3 Keys to Content Creation & Success in Social Media<br />What is Foursquare: A Business Guide to Location Based Marketing<br />Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media<br />
  95. 95. Contact<br />Liana “Li” Evans<br />@storyspinner<br />li.evans@LiBeckIMLLC.com<br />© 2011 LiBeck Integrated Marketing <br />77<br />

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