SELLING SOCIAL MEDIA & UNDERSTANDING ITS DRIVERS
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I was honored to speak to the Cooperative Communications Association at their annual meeting in Indianapolis about the value of social media. Indeed, the varied platforms like Twitter, Facebook, Instagram, and LinkedIn have become the key conduits to the hearts and minds of your audience. But how do communicators sell this reality to the C-suite? And, just as important, how do we articulate to leaders that success is predicated on more than simply owning and operating social accounts? How do we create understanding for the unique content that makes using those channels successful?
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SELLING SOCIAL MEDIA & UNDERSTANDING ITS DRIVERS
- 1. ELASTI CITYC A P A B I L I T I E S S E LLI NG S OCI A L M E DI A & UNDE RS TA NDI NG I T S DRI V E RS - Aaron Perlut – ELASTICITY @AaronPerlut — JUNE — 2015
- 4. The Vast Social Universe Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 5. Aaron Perlut Social Media Measurement
- 6. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 7. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 8. “Simplicity is the ultimate sophistication” Aaron Perlut Social Media Measurement
- 9. “Simplicity is the ultimate sophistication” Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement Boy that Tylenol sure is killing folks! Bayer, here I come!
- 10. “Simplicity is the ultimate sophistication” Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 11. YOU MUST HAVE GOALS Elevate brand awareness; Protect organizational or brand reputation; Build community and third-party ambassadors ambassadors; Facilitate customer service; Supplement research & development; Drive sales or leads. The Social Value Proposition Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 12. YOU MUST HAVE GOALS How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut Social Media Measurement
- 13. YOU MUST HAVE GOALS How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut Social Media Measurement Once they arrive, how can we hear what they have to say?
- 14. YOU MUST HAVE GOALS How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut Social Media Measurement Once they arrive, how can we hear what they have to say? How can we have a meaningful conversation with them?
- 15. YOU MUST HAVE GOALS How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut Social Media Measurement Once they arrive, how can we hear what they have to say? How can we have a meaningful conversation with them? How can we get them to take action?
- 16. YOU MUST HAVE GOALS How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut Social Media Measurement Once they arrive, how can we hear what they have to say? How can we have a meaningful conversation with them? How can we get them to take action? How can we have them leave wanting to come back again? (And to tell their friends!)
- 17. Aaron Perlut Social Media Measurement
- 18. YOU MUST HAVE GOALS Piece of the puzzle Aaron Perlut Social Media Measurement 1
- 19. YOU MUST HAVE GOALS Aaron Perlut Social Media Measurement 2
- 20. “Measuring without goals is like watching ‘Keeping Up With the Kardashians.’ It’s just stupid.” - @AaronPerlut said that. Tweet your hearts out!
- 21. YOU MUST HAVE GOALS Attract potential new prospects; Introduce content that appeals to the target audience you wish to reach; Present periodic calls to action; Leverage unique coupon codes; Delineate out social leads vs. advertising; Track number, conversion rates, efficiency of spend. GOAL: Lead generation Aaron Perlut Social Media Measurement
- 22. Aaron Perlut Social Media Measurement 3
- 23. Aaron Perlut Social Media Measurement
- 24. Aaron Perlut Social Media Measurement 4
- 25. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 26. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 27. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 28. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement CONTENT
- 29. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 30. Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
- 31. But what about me (or you, rather)??? Aaron Perlut Social Media Measurement
- 32. What do I get in return? Aaron Perlut Social Media Measurement
- 33. What do I get in return? Let’s ask a better question …
- 34. YOU MUST HAVE GOALS Let’s get nerdy Aaron Perlut Social Media Measurement 67 percent of consumer facing companies acquire customers using Facebook. Online ticketing platform Eventbrite derives $1.34 from every “Like” on Facebook. One of every six minutes online is spent using a social network.
- 35. YOU MUST HAVE GOALS Let’s get nerdy Aaron Perlut Social Media Measurement According to top CMO’s: Social engagement increases native website traffic by 68 percent; Increases conversion rates by 66 percent; Raises positive customer mentions online by 63 percent.
- 36. YOU MUST HAVE GOALS IDENTIFY: Understand the reality of what social media engagement brings to your organization or brand; GOALS: Value of social media begins with setting goals prior to engagement; TOOLS: Determine which tools (platforms) allow you to achieve those objectives most effectively; CONENT: Realize that to be effective, you must think of yourself as a news outlet and produce and curate content. Blueprint fundamentals Aaron Perlut Social Media Measurement
- 37. ELASTI CITYC A P A B I L I T I E S THANK YOU - Aaron Perlut - Partner, Elasticity aaron@goelastic.com GoElastic.com @AaronPerlut
Editor's Notes
- Personal background IN 2006 I HAD AN eppiphany ….OR PERHAPS IT WAS JUST A PERSONAL AWAKENING.
- We are surrounded by CLUTTER AND NOISE at every turn. AND IF WE WISH TO DELIVER A MESSAGE ON BEHALF OF OUR organizations…WE HAVE TO BREAK THROUGH IT
- And in today’s envioronment, there are 2 levers to pull: You must produce and curate great content (and we’ll get to that later. And second, you must converge: Paid – advertising Owned – your website, your social channels. The things you control. Earned – that’s media relations. Where you compel people to write or report on you. That’s what we’ll focus on today
- For the novice or even the expert, social media can be overwhelming
- But the reality is that it’s not that hard.
- Think of it this way -- If Ashton Kutcher can be considered a whiz and master of social media – even the most simple minded of us can do pretty well.
- But the question is -- how can you orchestrate the use of your social tools so that they can be seen to have true business value like any other tool? Even today, 10 years after it advent of social media, there remains a tremendous about of confusion about its value proposition. Is it magical? Do you not control some element of it? Do you not have access to analytics?
- Da Vinci used to say that “simplicity is the ultimate sophistication.” This is my favorite quote and it is for a reason – I think we overly complicate things. So let me boil the impact of social media down to you this way.
- It used to be we had actual human conversations with people. We’d chat with our neighbors about the latest news – often companies in the news or interesting things going on. Opinions were formed so that when Tylenol was poising people in the early 1980s, these ladies were saying they were going to move over to Bayer aspirin.
- And it’s the same thing when you think about being at a cocktail party. People milling around, talking about the latest greatest thing. But today those cocktail and neighborhood conversations happen online, and are trackable, giving you a window into how people perceive you without spending hundreds of thousands of dollars on complex research. And this is actionable data and not only that – but these social platforms exist as two-way portals. You can listen, and you can then engage.
- Here’s what you can use social media to accomplish for your organization or brand
- So just like you would in any aspect of business, you lay out a Blupeprint for leveraging marketing communications to build your brand, sell products, or build or protect your reputation.
- First – understand what social media is, and what it is not. What it’s not – a panacea or all you should be doing in marketing. But like paid advertising, or media relations or your website – social media is a very important piece of it – one that you should integrate with your other marketing functions. Break it down into strategies and tactics. Assign responsibilities to your team. Think about how you’ll measure success.
- SECOND: And here’s your baseline: What are your goals? What do you want to achieve? Why are you spending time in social media? Just like you would with any other marketing vertical. In short – what the hell is the point?
- After all……
- For example, if you wanted to use social for lead generation
- THIRD - What tools are the right tools to use and focus on? Facebook? Twitter? Pinterest? Instagram? LinkedIn? All of the above? Where does it make sense for you to spend time? If you’re selling work boots, Pinterest is probably not a wise use of time or effort.
- For example, do you want to reach women – well, Pinterest just might be for you
- FOUTH - And finally – you MUST understand who … or what … is the absolute king in social media
- It’s content. And it’s not good enough to simply open a facebook page or operate a Twitter account and assume you’ll have followers who adore and wish to engage with you. You need to produce original content – video, infographic, white papers, bylined articles, blogs. And curate 3rd party content that might also be of interest to your audience – it does not always need to be about you. In fact, that’s preferable if only about ½ of what you publish is about you. But Much like when we ask people to judge us by our actions, content in social media is the same. You can say what you want about your brand, your logo, your color scheme – but we are judged by our content.
- To go back to Burger King, let’s look at their Facebook content over a few months. - Sunny Day Gay rights – Proud Whopper Earth day And they left up this nasty video about cruelty to animals. It’s important to engage and be able to absorb criticism.
- To go back to Burger King, let’s look at their Facebook content over a few months. - Sunny Day Gay rights – Proud Whopper Earth day And they left up this nasty video about cruelty to animals. It’s important to engage and be able to absorb criticism.
- But as you make a recommendation or not to engage on social – this is the question you ask
- But as you make a recommendation or not to engage on social – this is the question you ask
- You must plan to measure
- You must plan to measure
- You must plan to measure
- Former Fleishman-Hillard executives that ran practice groups in Search, Digital and National Media Relations Built on notion that creative strategy can break the agency norm without a parent company to hinder risk taking Deep B2B experience, customer care experience and energy experience