Social Media: Getting it Right


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Now that social media is becoming a mainstream marketing and PR component we need move beyond experimenting and testing. It's time to figure out how to get social media right. Learn about using Facebook, Twitter and YouTube.

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Social Media: Getting it Right

  1. 1. Social Media Getting it Right
  2. 2. Eric Qualman - Socialnomics <ul><li>We don’t have a choice as to whether we do social media anymore. </li></ul><ul><li>The question is how well we do it. </li></ul>
  3. 3. State of Social Media Marketing
  4. 4. Top Ten Questions <ul><li>1. How do I measure social media return on investment? </li></ul><ul><li>2. What are the social media marketing best practices? </li></ul><ul><li>3. How do I best manage my time with social media? </li></ul><ul><li>4. How do I reach my target markets with social media? </li></ul><ul><li>5. How do I generate traffic and leads using social media? </li></ul><ul><li>6. How do I implement social media tactics? </li></ul><ul><li>7. What are the latest social media trends? </li></ul><ul><li>8. How do I get started? </li></ul><ul><li>9. How do I integrate my social media activities? </li></ul><ul><li>10. How do I evaluate the advantages and disadvantages of each platform? </li></ul>
  5. 5. A More Strategic Sequence <ul><li>What are the latest social media trends? </li></ul><ul><li>What are the social media marketing best practices? </li></ul><ul><li>How do I get started? </li></ul><ul><li>How do I integrate my social media activities? </li></ul><ul><li>How do I reach my target markets with social media? </li></ul><ul><li>How do I evaluate the advantages and disadvantages of each platform? </li></ul><ul><li>How do I best manage my time with social media? </li></ul><ul><li>How do I implement social media tactics? </li></ul><ul><li>How do I generate traffic and leads using social media? </li></ul><ul><li>How do I measure social media return on investment? </li></ul>
  6. 6. What You Need to Know <ul><li>Understand search optimization for content like press releases, video, articles </li></ul><ul><li>How to do a social media press release </li></ul><ul><li>Content syndication online </li></ul><ul><li>How to find and work with bloggers </li></ul><ul><li>Online video production, editing, uploading and sharing </li></ul><ul><li>Social Networking </li></ul><ul><li>Social News </li></ul><ul><li>Analytics </li></ul>
  7. 7. Why Search? <ul><li>25% of the search results for the top 20 brands link to user generated content Socialnomics </li></ul><ul><li>Almost 70% of Americans get their news online Pew Internet and American Life </li></ul><ul><li>94% research online prior to purchase </li></ul><ul><li>Press Releases are the number one source of information for business buyers Outsell </li></ul>
  8. 8. Best Practices <ul><li>Read Social Media Case Studies </li></ul><ul><li>Proactive Report </li></ul><ul><li>Social Media Today </li></ul><ul><li> </li></ul><ul><li>Emarketer </li></ul>
  9. 9. How Do I Get Started? <ul><li>You need a social media strategy that aligns with your communications and business goals </li></ul>
  10. 10. Social Media Strategy <ul><li>Listen and learn </li></ul><ul><li>Measure your share of voice in the conversation </li></ul><ul><li>Set goals and benchmarks </li></ul><ul><li>Find relevant bloggers and communities </li></ul><ul><li>Identify Influencers </li></ul><ul><li>Develop Content Strategy </li></ul><ul><li>Evaluate platforms and pick the right tools </li></ul><ul><li>Create and deliver content </li></ul><ul><li>Engage. Participate in and facilitate conversations </li></ul><ul><li>Measure results </li></ul>
  11. 11. Start by Listening <ul><li>“ If we trust our customers, we can actively listen to what they’re saying. </li></ul><ul><li>We can build the right product for our customers, instead of finding the right customers for our products.” </li></ul><ul><li>Steven Covey </li></ul>
  12. 12. Content Analysis <ul><li>What are they saying </li></ul><ul><li>Positive /Negative/Neutral mention </li></ul><ul><li>Where are they saying it </li></ul><ul><li>Needs and wants </li></ul><ul><li>Interests </li></ul><ul><li>Need for information on a certain subject </li></ul><ul><li>Trends in the conversation </li></ul>
  13. 13. Set Goals, Baselines and Benchmarks
  14. 14. Find Communities & Bloggers
  15. 15. Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map
  16. 16. Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER – </li></ul><ul><li>YOU ARE THE MEDIA </li></ul><ul><li>Content Analysis – key messages </li></ul><ul><li>Audience Analysis – social technographics </li></ul><ul><li>Trends in Social Media </li></ul><ul><li>Content Audit – what do you have </li></ul><ul><li>What expertise do you have </li></ul><ul><li>Resources </li></ul><ul><li>Create an Editorial Calendar </li></ul>
  17. 17. Pick the Right Channels <ul><li>Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off </li></ul><ul><li>True engagement means full engagement in the channels where you choose to invest </li></ul><ul><li>So make sure you pick correctly and wisely </li></ul>
  18. 18. Pick the Right Tools/Platforms <ul><li>Who is your audience? </li></ul><ul><li>Where are they having conversations? </li></ul><ul><li>Trends – Video, Facebook, Twitter </li></ul>
  19. 19. Facebook <ul><li>More traffic than Google </li></ul><ul><li>Fastest growing segment women over 55 </li></ul><ul><li>Make a business page </li></ul><ul><li>Brand it with a consistent look </li></ul><ul><li>Customize the tabs </li></ul><ul><li>Vanity URL </li></ul>
  20. 20. Custom Landing Page
  21. 24. How to Build a Landing Page <ul><li> </li></ul>
  22. 25. Twitter: News Feed of the 21C <ul><li>Twitter's constantly updating record of up-to-the-minute reaction has in some instances threatened to usurp media coverage of breaking news </li></ul><ul><li>Twitter is a jolt of democratization to journalism </li></ul><ul><li>More than any other social media, Twitter has had a profound effect on news </li></ul>
  23. 26. Twitter is News <ul><li>Twitter isn’t a social network, but something more akin to traditional news media </li></ul><ul><li>Academic paper: International World Wide Web Conference </li></ul>
  24. 27. Video <ul><li>December 2009: </li></ul><ul><li>178 million people watched 33.2 billion videos , with the average viewer watching 187 videos per month in the U.S. </li></ul><ul><li>40% on YouTUbe </li></ul><ul><li>YouTube is now the 2 nd biggest search engine. </li></ul>
  25. 28. YouTube Report <ul><li>YouTube is one of the most powerful marketing tools on the web, yet so few businesses and agencies know how to harness its full potential </li></ul><ul><li>Users expect brands to be on YouTube </li></ul><ul><li>91% of all YouTube users interviewed said that they bought a product they saw on YouTube within the last year. </li></ul>
  26. 29. Twitter and Video <ul><li>“ Twitter is my #1 recommendation engine for finding videos.” </li></ul><ul><li>Steve Garfield -Online Video Secrets to Building Your Business </li></ul>
  27. 30. Sites referring video traffic
  28. 32. Publish Great Content <ul><li>News </li></ul><ul><li>Articles </li></ul><ul><li>Education </li></ul><ul><li>Product Tips </li></ul><ul><li>Updates </li></ul><ul><li>Recipes </li></ul><ul><li>New inventory </li></ul><ul><li>Specials </li></ul><ul><li>Destination information </li></ul><ul><li>Travel tips </li></ul>
  29. 33. Syndicate the Content <ul><li>Add RSS Feeds </li></ul>
  30. 34. Socialize the Content
  31. 35. Content Sparks Conversations <ul><li>Focused on what you have heard </li></ul><ul><li>Based on audience needs, interests </li></ul><ul><li>Placed in the right channel </li></ul><ul><li>Monitored for responses </li></ul>
  32. 36. Engaging People <ul><li>The key finding is that those with the highest engagement factor also had the best financial results over the last year </li></ul><ul><li>Engagmentdb Study WetPaint/Altimeter </li></ul><ul><li>  </li></ul>
  33. 37. What Is Engagement? <ul><li>We’re not talking about a presence in the online social sphere </li></ul><ul><li>It’s not using these channels to broadcast messages </li></ul><ul><li>Engagement is a deep and meaningful social interaction with your stakeholders </li></ul><ul><li>Engagementdb Study Altimeter Group </li></ul>
  34. 38. What Shows Engagement? <ul><li>People talking about your brand/product/company </li></ul><ul><li>Saving and sharing content </li></ul><ul><li>Visit more frequently </li></ul><ul><li>Spend more time on blog or website </li></ul><ul><li>Subscribe </li></ul><ul><li>Have conversations with you </li></ul><ul><li>Make suggestions and give feedback </li></ul><ul><li>Post comments, opinions reviews </li></ul><ul><li>Recommending your company to their friends </li></ul><ul><li>Loyalty to your brand </li></ul>
  35. 39. CMO Engagement Gap <ul><li>The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions. </li></ul>
  36. 40. Key Measurement <ul><li>The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness </li></ul><ul><li>CMO Council </li></ul>
  37. 41. New Measure of ROI: Engagement <ul><li>There are thousands of social media channels, each with a slightly different value proposition </li></ul><ul><li>It’s a daunting task to objectively evaluate various marketing efforts across all social mediums </li></ul><ul><li>Engagement is the best criterion </li></ul><ul><li>The Wetpaint/Altimeter Group ENGAGEMENTdb Report </li></ul>
  38. 42. Engagement: The Lifebelt <ul><li>Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit – </li></ul><ul><li>by a significant difference. </li></ul><ul><li>Wet Paint/Altimeter Group </li></ul>
  39. 43. Another Way to View ROI <ul><li>What is the ROI of Social Media? </li></ul><ul><li>You will still have a business in five years time! </li></ul><ul><li>Source: Eric Qualman: The Social Revolution video </li></ul>
  40. 44. Skin MD Natural Case Study
  41. 45. Situation <ul><li>Launching a new kind of lotion </li></ul><ul><li>New category </li></ul><ul><li>No awareness at all </li></ul>
  42. 46. Objectives <ul><li>The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums. </li></ul><ul><li>Create a new search term – shielding lotion </li></ul><ul><li>Create awareness of the brand Skin MD Natural with dermatologists and the public </li></ul>
  43. 47. Customer Education
  44. 51. You Tube Videos
  45. 54. Pay Off
  46. 56. Social Media Coaching Program <ul><li>Audit of your current social media activities </li></ul><ul><li>Recommendations for improvement </li></ul><ul><li>Help you with your strategy </li></ul><ul><li>Set up consistent branding on Twitter, Facebook, YouTube and Social Media Newsroom </li></ul><ul><li>Set up a listening post to monitor conversations </li></ul><ul><li>Content analysis and strategy </li></ul><ul><li>Editorial calendar </li></ul><ul><li>Training on blogging, tweeting & making good videos </li></ul><ul><li>Coaching on your social engagement </li></ul>
  47. 57. @sallyfalkow
  48. 58.
  49. 59. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>