Social Primer: Getting Started With Social Media Marketing                                              January 19, 2013
Agenda                             Measurement               Execution +    Strategy                      +         Q&A   ...
Strategy
StrategySocial ANY strategy needs to start with clearly defined, measurable goals,supported by solid research  Business   ...
Strategy: Business GoalsFirst ask: what am I trying to accomplish?•   Positioning: shift perceptions•   Re-branding•   Rec...
Strategy: PersonasConduct research to determine the needs of your audiencePeople get their information in different ways a...
Strategy: Platforms + ContentDevelop a content strategy that addresses these needs•   Choose platforms that meet the needs...
Platform OverviewFacebook                                              •   65% are 35+                                    ...
Platform OverviewTwitter                                              •   Primarily 25 - 44                               ...
Platform OverviewLinkedIn                                              •   79% are 35+                                    ...
Platform OverviewYouTube                                           •   45% Male / 55% Female                              ...
Platform OverviewPinterest                                             •   35% are 45+                                    ...
Platform OverviewGoogle+                                                 •   50% are 0-24                                 ...
Platform OverviewInstagram                                                    •   Does not release user                   ...
Platform OverviewFoursquare                                            •   10% are younger than 24                        ...
Content StrategyCreate an engaging online experience governed by a content strategyThe content strategy:• Defines the cont...
AssetsDevelop/repurpose assets•    Inventory existing assets•    Perform content gap analysis•    Put together a plan for ...
Execution +Management
Execution + ManagementExecution Plan                                         Monitoring and response plan Resource allocat...
Resource AllocationDetermine who owns the day-to-day tasks and ongoing planning                    Bob                    ...
Monitoring + Response PlanDetermine how and when to respond-even in the event of a crisisContent leaves a lasting digital ...
Schedule: Editorial CalendarThe editorial calendar serves as a roadmap for content publishing•   Collaborative, fluid docu...
Launch Bulk schedule owned content to provide a baseline for ongoing CM  •   Load content as it is developed and approved ...
Measurement +  Optimization
Measurement: KPIsHow are we measuring success?          • Impressions                                  • Downloads        ...
Measurement + OptimizationBenchmark social KPIs at launch and monitor throughoutUse metrics from ongoing monitoring to inf...
Questions?             Kara Redman             Digital Strategist             R2integrated                 kredman@r2integ...
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Marketing Strategy 101: Marketing Bootcamp for Startups

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On January 19, 2012, Kara Redman, Marketing Strategist at r2i, was on site to provide her marketing expertise at "BrandHack for Startups: A Marketing Bootcamp," hosted by Daniel Waldman.

In this two-part workshop, attendees first demonstrated their approach to the marketing process, and were then given action items to jump-start their marketing strategy with expert advice from industry experts, such as Redman. Review Kara’s presentation and key insights below, and let us know if you have any questions.

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Marketing Strategy 101: Marketing Bootcamp for Startups

  1. 1. Social Primer: Getting Started With Social Media Marketing January 19, 2013
  2. 2. Agenda Measurement Execution + Strategy + Q&A Management Optimization
  3. 3. Strategy
  4. 4. StrategySocial ANY strategy needs to start with clearly defined, measurable goals,supported by solid research Business Persona Platforms + Measurement Goals Research Content
  5. 5. Strategy: Business GoalsFirst ask: what am I trying to accomplish?• Positioning: shift perceptions• Re-branding• Recruit new members• Relationship management• Customer service• Thought leadership• Generate revenueIs social the right way to help you to achieve these goals?
  6. 6. Strategy: PersonasConduct research to determine the needs of your audiencePeople get their information in different ways and places, so your story should be told indifferent formats and through different channels PERSONAS • Who are you trying to reach? • Where do they spend time online? • What are their online behaviors? • What are their pain points, fears, motivators? • What type of content do they need to convert?
  7. 7. Strategy: Platforms + ContentDevelop a content strategy that addresses these needs• Choose platforms that meet the needs of your audiences• Develop a content strategy to deliver messaging in the way they need it• Inventory existing assets and identify new assets to be developed Content Platforms Assets Strategy • Thought leadership • Images • Testimonials • Blog posts • Education • White papers • Data • Video • …etc • Case studies • …etc
  8. 8. Platform OverviewFacebook • 65% are 35+ • 40% Male / 60% Female • “Some College” or above • 70% household income of $25k -Currently the largest social network, Facebook $75kboasts more than 167 million users in the U.S.and 1 billion worldwide. • Historical look at companyBrands participate by having a Facebook Page (Timeline) • Traffic driverand delivering timely, valuable content to “Likers” • Customer engagementthrough a user’s newsfeed. • Visually compelling • Links need to include photos • Needs a large variety to keep engagement up • Mobile experience • Varies from daily postings to 2-3 times/week • Avg. 3-5 hours/week including content planning
  9. 9. Platform OverviewTwitter • Primarily 25 - 44 • 40% Male / 60% Female • “Some College” or above • 42% household income inA social networking experience delivered in 140 $25k - $50kcharacters. Originally inspired by text messaging,Twitter allows users to interact with each other • Deliver timely company newsthrough brief messages. • Customer service channel • Aggregate industry news relevant to your businessTopics are organized through user created • Provide an inside look at theconventions called hashtags. company • Brevity is key • Include a link & any relevant hashtags • Mobile experience • Twitter Media Viewer • Varies, but post at least once/day • 1-2 hours/week
  10. 10. Platform OverviewLinkedIn • 79% are 35+ • 47% Male / 53% Female • 50% Bachelor’s or Graduate Degree • 50% household income ofA business-focused social networking site with $50k - $100kover 160 millions registered users. • Connecting the business withMany professionals use LinkedIn for career individualsopportunities and to discuss industry trends within • Thought leadership through group participationgroups. • Recruiting & partnership opportunities • Business focused • Thought leadership • Question & discussion focused • Weekly participation • Avg. 3 hours/week including content planning
  11. 11. Platform OverviewYouTube • 45% Male / 55% Female • 52% are 35 - 54 • 800 Million Users • 3 Billion Hours Watched/MonthSupposedly the second largest search engine, • 60 Hours Uploaded Every MinuteYouTube allows users to upload video content,which is then embeddable and shareable acrossmultiple networks. • Content repository for use on website • Video blogging (Vlogging)Typically items that go “viral” are videos from • Industry commentaryYouTube. • Video content • Not just marketing content • Audio more important • Varies based on strategy employed, monthly posting minimum • Avg. 1-5 hours/week including content planning
  12. 12. Platform OverviewPinterest • 35% are 45+ • 18% Male / 82% Female • 61% have “Some College” • 40% household income of $25k -The newest social media darling, Pinterest has $50kskyrocketed to over 21 million unique visitors, andover 10.4 million registered users. • Showcase products • Curate industry trendsContent is curated from across the web and can • Provide a human facebe organized into boards around topics. • Give a sense of corporate personality • Visual content required • Share-worthy • Spark commenting • Varies from daily postings to 2-3 times/week • Avg. 3-5 hours/week including content planning • Can be addictive!
  13. 13. Platform OverviewGoogle+ • 50% are 0-24 • 60% Male / 40% Female • Student & tech oriented audienceGoogle+ launched in the summer of 2011 as asocial networking product. Since its launch,Google has made great strides to integrateGoogle+ into a host of other products, such as • Content sharing to improveYouTube, Google Docs, Gmail, etc. search rankings • Direct connection with customers via Hangouts • Focus on high-value content • Content that induces +1’s and commenting • Varies from daily postings to 2-3 times/week • Avg. 3-5 hours/week including content planning
  14. 14. Platform OverviewInstagram • Does not release user demographics • Smartphone UsersBased in a photo-sharing application for iOS andAndroid, Instagram allows users to add filtereffects to their photos. The app takes photosharing to a new height by allowing friending, • Capture the lifestyle of thetagging and interaction with user created images. businessWith over 46 million MAU, no wonder they got • Go beyond content creation toacquired by Facebook. content engagement • Photo content • Mobile based • Invokes the personality of the business • Merge pictures & text to convey messaging • Ad-hoc content creation or planned content themes • Integrate into overall marketing plan and other channels
  15. 15. Platform OverviewFoursquare • 10% are younger than 24 • 65% Male / 35% Female • “Some College” or above • 60% household income of $25k -A geo-location application originally launched at $75kSXSW 2009, Foursquare allows individuals tocheck-in to locations, as well as follow brands, toearn points and badges. • Customer loyalty rewards • First time visitor incentivesIn recent months, they’ve tried to expand beyond • Community or lifestyle expertgamification to become a recommendationengine. • Visitor specials • Loyalty rewards • Expert tips for locations • Photo content & lists • Minimal set-up • Ongoing maintenance depends on strategy
  16. 16. Content StrategyCreate an engaging online experience governed by a content strategyThe content strategy:• Defines the content that we own, when and where we will publish it, and in what format• Gives us the strategic ability to drive conversations rather than always reacting to them• Is driven by content themes The content plan answers: • What is our message, what are we trying to say? • What are the overarching themes in our messages? • How can we best convey these messages on each platform?
  17. 17. AssetsDevelop/repurpose assets• Inventory existing assets• Perform content gap analysis• Put together a plan for new content development Ask yourself • What formats does my audience need? • What do I currently have? • What are the content gaps? • What do I need to develop?
  18. 18. Execution +Management
  19. 19. Execution + ManagementExecution Plan Monitoring and response plan Resource allocation • How to react to conversations (owned + unowned) • Who is community manager? • Keywords + negatives (aligned • Who is content publisher? with brand) • Who owns the project? • Crisis + escalation procedures • Role breakdown Schedule • Editorial calendar • How often to monitor? • How much time allocated? Launch • Bulk schedule posts • Monitor and respond
  20. 20. Resource AllocationDetermine who owns the day-to-day tasks and ongoing planning Bob Tim Sarah Monitor owned properties (Facebook, Monitor keyword-specific Provide updates to team on offline Twitter, Pinterest) for comments, conversations via Hootsuite events and relevant news to leverage messages, and engagement Reply to/@mention online users in via social opportunities keyword-driven conversations Take over conversations that evolve Reply to/@mention online users in Identify, follow and engage with past basic engagement owned conversations influential or associated organizations Respond to real-time crises as Reply to direct messages on Facebook, and public figures, key influencers, and escalated Tim in a timely manner Twitter and Pinterest friends + customers Provide subject matter, upcoming Develop monthly editorial calendar, event calendars, and relevant industry monitor/response plan, and escalation trends/news to R2i for editorial plan calendar Identify, syndicate and add strategic Provide list of potential crises that may value to unowned relevant content on require escalation or timely response social channels and the web Provide contact tiers for escalation Monitor success metrics and provide month over month analysis and reporting Trigger response plan when necessary
  21. 21. Monitoring + Response PlanDetermine how and when to respond-even in the event of a crisisContent leaves a lasting digital footprint, so your online voice should:• Represent your brand and be consistent with corporate messaging• Be: truthful, authentic, open, accountable, available, and professional• Be guided by a pre-defined set of keywords and negatives• Respond to crises, trolls, etc. with accountability and professionalism Do Don’t Use approved keywords that align with the brand Use keywords from the “Do not use” keyword list Be transparent and human Post information that cites customers Think before you click submit-if you’re not sure, ask the strategist Publish owned content without approval Protect the confidentiality of our online community Publish financial data Be timely-respond as quickly as possible to sustain conversational Offer incentives, pay, or gifts to influence an online user momentum Check owned profiles for feedback from the community Acknowledge enthusiasm and positivity and award users verbally Ask questions to continue positive conversations among users Escalate conversations as soon as possible if distasteful comments arise Block users who are violating posting policy Verify all facts for accuracy prior to posting
  22. 22. Schedule: Editorial CalendarThe editorial calendar serves as a roadmap for content publishing• Collaborative, fluid document that evolves with online conversation• Blends content strategy with the digital landscape• Based off of content themes, broken out into individual posts by platform• Keeps publishing layer aligned with content strategy
  23. 23. Launch Bulk schedule owned content to provide a baseline for ongoing CM • Load content as it is developed and approved • “Set it and forget it” • .csv file or on a post-by-post basisDate/Time Post Link 6/8/2015 7:25 A new whitepaper has been added to the HootSuite Blog! "http://blog.hootsuite.com" Were excited to announce that we are connecting with our users right now 11/22/2015 13:30 on location in Japan "http://blog.hootsuite.com" 12/25/2015 10:00 Happy Holidays! Whats your favourite thing about this time of year? "http://blog.hootsuite.com" Happy New Year! Now is a time to celebrate the year(s) gone by and 1/1/2015 6:05 embrace the coming of a new one.
  24. 24. Measurement + Optimization
  25. 25. Measurement: KPIsHow are we measuring success? • Impressions • Downloads • Total Reach • Community • Referral Traffic Growth Awareness Acquisition Advocacy Engagement • Shares • Engaged Users • Post Virality • Comments/ • Advocacy Growth @Mentions/Likes • Click-thrus
  26. 26. Measurement + OptimizationBenchmark social KPIs at launch and monitor throughoutUse metrics from ongoing monitoring to inform optimizationsWhat to look for:• What content themes are performing?• What platforms are driving the most conversions?• What is the sentiment around your brand?• How often is our brand name linked to relevant non- branded terms?• How many site visits/conversions are coming from social media?
  27. 27. Questions? Kara Redman Digital Strategist R2integrated kredman@r2integrated.com @kararedman www.linkedin.com/in/kararedman www.r2integrated.com/blog

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