New Media for Business, a Primer


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A professional development session presented to the Worcester Telegram & Gazette newspaper management team, December 17, 2012

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  • You “follow” and can be “followed” @ - “addresses” your (still public) tweet to a particular Twitter account # hash tag uses a searchable keyword others may be interested in RT MT Links and Link Shorterners Abbreviations Tweets, Tweeps, and Fail Whale
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  • New Media for Business, a Primer

    1. 1. Using Social Media in Business Sarah McMaster, Director of New Media
    2. 2. What We’ll Cover Today:• Integrated Marketing• A Commitment Checklist• Goals & Strategies• Establishing Baselines• Survey of Social Media Venues• Determining ROI• Your Next Steps
    3. 3. Thematic Approach
    4. 4. The Larger ContextINTEGRATED MARKETING
    5. 5. What is Integrated Marketing?• A holistic approach• Consistency in efforts across dimensions – Coordinated across departments – Multichannel delivery• Customer centric – Starts with the customer – Emphasizes customer process• Responsibility is organization-wide – “Each of us represents and ‘markets’ our organization in our professional roles”
    6. 6. Now, It’s the Four Cs
    7. 7. Consumer Wants & NeedsNew Media is a way for us to find out what people want and give it to them– Interactive Features– Qualitative & Quantitative Data– Analytics & Research
    8. 8. Cost to Satisfy• Don’t forget value• Marketing & promotion• Relationship building• Infrastructure• Online solutions are cost effective
    9. 9. Convenience• The online space makes it easy for people to “buy” by their preferred method at their preferred time: – Online shopping cart – Find out about and attend an event – Product Sheets (download)• Not just sales – Email list building – Customer Service – Renewals
    10. 10. Communication• New media & websites are a primary communication venue• Instead of promotion, make it about delivering value to our audience and building relationships
    11. 11. Branding is the group of characteristicsthat our audience identifies us with•How is our brand expressed? – Consistency – Messaging – Audiences – Value
    12. 12. Traditional Marketing Inbound Marketing One-way  Bi-directional communication communication Mindset is unknown  Receptive mindset Promotional  Informational Making sales  Building relationships Buying conversions  Earning interest Money intensive  Time intensive
    13. 13. Traditional (Outbound) Marketing
    14. 14. Inbound Marketing
    15. 15. PreparednessCOMMITMENT CHECKLIST
    16. 16. Are you ready to jump in? I have time on a regular basis to devote to new media activities. I realize that new media is 24/7/365. I have a good understanding of the new media landscape. I accept that my posts, tweets, and other content will become part of the public record.
    17. 17. I have time on a regular basis to devote to new media activities.• Daily: posts, responses• Weekly: posts, monitoring• Monthly: monitoring, adjustments• Quarterly: ROI, adjustments, team meeting• Annually: trend analyses, strategy development
    18. 18. I realize that social media is 24/7/365.• When is your audience: – Most active? – Most responsive? – Most likely to share? – Most likely to comment?• What’s your plan for holidays, vacations?
    19. 19. I have a good understanding of the new media landscape.– Culture, values, expectations– Applicable laws, terms & conditions– Internal guidelines and policies
    20. 20. I accept that my posts, tweets, and othercontent will become part of the public record. – Tweets are catalogued by Library of Congress – Online content is archived and cached instantaneously on servers across multiple continents – Search engines index social content – “Your” content is subject to terms & conditions of the venue or site on which it’s posted
    21. 21. PreparednessGOALS & STRATEGIES
    22. 22. Start with a Purpose or Goal
    23. 23. Measure Metrics that MatterNO YES!• Number of Tweets • Campaign Effectiveness• Number of Fans • Social Media Impact• Number of Facebook pages • Brand Awareness • Customer Engagement For What Purpose?
    24. 24. Develop “Good” Measurable Objectives Purpose: Improve Open House AttendanceBAD GOODTo increase number of To increase social sharing ofFacebook fans our open house announcements by 8% from January through May 2013, as measured through web analytics.
    25. 25. S.M.A.R.T. Goals Specific • social sharing of our open house announcements Measurable • measured through web analytics Attainable • by 8% Relevant • articulates with stated purpose Time-tabled • January through May 2013
    26. 26. Measuring with MetricsUse new media data points to build a robust picture of: – The marketplace – Audience groups – Current customer behaviors – Priorities – Tracking progress of a campaign – Benchmarks for comparison – Are you in alignment with your purpose or goal?
    27. 27. It’s All About Outcomes• Turn your opinions into cold, hard facts• Cultivate buy-in for new projects ($$$)• Demonstrate ROI• Refine your strategies to increase effectiveness• Use data and analytics for projections• Reach strategic goals
    28. 28. Challenges in Data-Driven Marketing• We don’t know where to start• We don’t know how to start• We don’t have the resources• We don’t have the metrics• We don’t have enough data• We don’t need more work! FEAR!
    29. 29. Overcoming Obstacles• Stay focused and show CAUSE and EFFECT• Collect and track the RIGHT DATA• Experiment and obtain a SMALL WIN• Use customer SURVEYS & FOCUS groups• LEARN more about marketing & technology• Build relationships with your PROGRAMMERS & IT• Build INFRASTUCTURE for data-driven marketing• Create a data-driven marketing CULTURE & EDUCATE
    30. 30. PreparednessESTABLISHING BASELINES
    31. 31. Where are you now?• There is no wrong answer.• Review what you are currently doing.• Audit any data you currently have.• What industry benchmark data is available?• Let your goals & strategies be your guide.
    32. 32. Baselines Just start! Pilot initiatives Develop SMART goals Build buy-in for a data- driven culture Talk to other people, departments, offices Collect what you can now Begin building infrastructure to improve what you can collect Increase the scale
    33. 33. Starting from Zero is OK This will only be an issue for the smallest “time slice” you are analyzing.•Day over day•Week over week•Quarter over quarter•Year over year•5 year trend
    34. 34. DO WE NEED A 5-MINUTE BREAK?
    35. 35. ImplementationSURVEY OF SOCIAL MEDIA VENUES
    36. 36. “So Many Baskets, So Many Eggs” • Facebook • Twitter • You Tube • LinkedIn • Four Square • Pinterest • Email Marketing • Blogging
    37. 37. What’s the point?• It’s where your customers are… – Build relationships – Stay top-of-mind – Drive web traffic – Customer service – Some conversions – Learn about your audience – Collect data
    38. 38. Facebook: Content• Profile & cover images• Posts• Events• Photos• Comments
    39. 39. Facebook: Advertising• Advertisements• Sponsored Stories• Promoted Posts• Sponsored Apps• Event Sponsorship
    40. 40. Facebook: Best Practices• Policies: – Terms & Conditions – Privacy Policy & Privacy Settings – Page Terms – Promotion Guidelines• Measurable goal & purpose• Posting schedule• Negative content
    41. 41. What is Twitter?• Social network version of texting• 140 character “tweets”• Can include links to websites, searchable keywords, photos, locations• Individuals and organizations can have multiple accounts• “Social Media Stream of Consciousness”
    42. 42. • Information Source – Find resources – Stay up-to-date on trends• Conversations with vendors, colleagues, and customers• Tactics – Best days & times for postings• Paid Advertising
    43. 43. Twitter “Culture”FollowersAndFollowing
    44. 44. @ Sign“addresses” your(still public) tweet to a particularTwitter account
    45. 45. # Hash Tag• A searchable keyword to filter the millions of tweets happening every minute• Others can use them to find topics of interest regardless of following/followers
    46. 46. RT & MTRT = retweet MT = modified tweet• Sharing forward • A retweet that has been• Passing along to your edited, augmented, network shortened• No edits • Add a #, @, or comment
    47. 47. Links and Link Shorteners • • • • • tinyURL •
    48. 48. Abbreviations• Yr = your• 2 b 1 = to be one• On Twitter, this is OK!
    49. 49. Why Use Twitter?• Gain access to 500 million active users tweets – Massachusetts State House – Pew Research Center – Nelson Mandela – AmeriCorps – United Nations – North Central Massachusetts Chamber of Commerce – CNN
    50. 50. Why Use Twitter?• Engage with your community on their terms – Connect them with real-time updates – Assist them to become informed consumers – Learn what they are most interested in – Answer questions about company, products, services
    51. 51. Why Use Twitter?• Professional development tool – Be in the know – Get even more out of conferences – Discover new interests and resources – Position yourself as a mover and shaker – Promote your publication, event, or clients’ successes – Connect with associations, peers, groups, and colleagues
    52. 52. YouTubeInbound Marketing Gold
    53. 53. • Second largest search engine• Offers analytics• Branded• Not just videos of kittens – Instructional – Entertaining – Content for your site
    54. 54. Decision time!PROS CONS• Great “reach” • Video production• Visual really works – Money – Time• Narrative• “Everybody’s doing it”
    55. 55. Individual Profiles Company Pages• Your online resume • Profile pages for• Groups organizations• Rolodex search • Offers analytics• Q&A • Job postings• Links to websites, Twitter • Company updates• Projects, Awards, • Website traffic Licensures
    56. 56. So what?• Great value at the individual level – Networking – Research• Narrow scope use, organizations level – Job postings – “Corporate” updates
    57. 57. Foursquare• Perfect for a retail business• Quantify foot traffic• Reward most loyal customers• Merchant Platform• Run “social“ promotions• Who is on-premises?
    58. 58. Pinterest:The New Kid on the Block
    59. 59. Pinterest: Show, Not Tell• “Meet the Staff”• Products in action• Customer submissions• Recipes, instructional content• “Scenes from Worcester”
    60. 60. Email Marketing The King is Dead! Long Live the King!•What audience(s)? – Existing Customers – Leads from landing pages•Offers Analytics- who’s opening what? – Blog about that topic!•Bring people back to your website•Offer specials, rewards, coupons, invitations
    61. 61. Blogs & Blogging• Good medicine for an underperforming website• Injection of fresh content (SEO) – Multimedia – Links – Keywords• Builds “personality”• Longer format• Metrics• RSS, Commenting• Frequency & Quality• Your social media fodder
    62. 62. AnalysesDETERMINING ROI
    63. 63. Some Data-Driven Metrics• Social media conversion rate• Social media amplification• Social media applause rate• Landing page conversion rates
    64. 64. Social Media Conversion Rate Engagement If, for every 70 posts, you receive 15 comments, you have a 21%social media conversion rate
    65. 65. Social Media Amplification If you have 70 shares for every 300 posts,your amplification is 23%.
    66. 66. Social Media Applause Rate If, for every 30 posts, 5 areliked, you have a 16% applause rate
    67. 67. Landing Page Conversion RateIf, for every 200 visits, 5 calls toaction are completed, you have a 2.5% conversion rate
    68. 68. Let New Media Help YouCreate the Path of Least Resistance
    69. 69. Measurement Tactics• Click-through-rates• Google Analytics• UTM tagging• Campaign tracking• Landing pages & conversions• Qualitative data
    70. 70. YOUR NEXT STEPS
    71. 71. Next Steps• Create a team, committee, task force• Develop new media guidelines• Align tactics, goals, strategies• Start measuring• Incorporate what you learn as you go• Develop your tone, voice, and a content schedule• Be transparent• Have fun!
    72. 72. Sarah’s Final Thoughts• Inbound marketing is a viable and effective strategy that is flexible to fit any business model.• New media tools offer greater ability to collect, analyze, and report on meaningful metrics to determine ROI.
    73. 73. Sarah McMaster Director of New Media Mount Wachusett Community College smcmaster@mwcc.mass.edu
    74. 74. Resources•••