How to Enhance your Social Media Strategy

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Tips on how to improve your social networking strategy.

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How to Enhance your Social Media Strategy

  1. 1. Social media effectivenessWael GhonimHead of Marketing - MENA Google Confidential and Proprietary 1
  2. 2. Social is not a channel. It’s how we live now.Marketing is just catching up. ” Laura Lang“ CEO, Digitas Google Confidential and Proprietary 2
  3. 3. Consumers Are Talking With And About Brands 52 % 46 % 20 % of social network have said something of tweets are free users follow or fan good about a brand or brand advertising companies or brands company on social sites Google Confidential and ProprietarySource:eMarketer 2009, Mashable 2009
  4. 4. Strategy reviewSocial media effectiveness Google Confidential and Proprietary 4
  5. 5. Your comprehensive social media strategy1. Build an audience2. Effectively Communicate with themThe metrics will follow… Google Confidential and Proprietary 5
  6. 6. Build an audience1. Go where the audiences are (quantity)  Facebook  Youtube  Blogger  Twitter2. Build relationships within your target community (quality) • Who is influential in your issue area? Who do they talk about? • Continuously update them with news / stories / videos about your product • Hear their voices and address their concerns / issues • Engage them in fun activities relevant to your brand Google Confidential and Proprietary 6
  7. 7. Focus on quantity: Big audience poolsBlogsYouTubeFacebookMySpaceTwitterEmail lists On these platforms and in social media in general, people can subscribe to you and thus become your built-in audience. Google Confidential and Proprietary 7
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  12. 12. Focus on quality: Reach your community• Do research • Does your audience seem to congregate more heavily on one platform? • Are there niche platforms that might appeal to your audience? • Who are the big voices in your community, and where do they hang out?• Reach out to influencers directly, or just start talking about them• Stay relevant—nurture your relationships and community Google Confidential and Proprietary 12
  13. 13. Remember: You can buy love…via paid and earned media• Google AdWords and other online advertising tools can help build “subscribers”• Big audiences are still in print and broadcast• Drive them to your social media Google Confidential and Proprietary 13
  14. 14. And finally: Put your audience to workAsk your audience to help you meet your organizational goals.• Tell their friends about your products• Watch a video or see a photo or read a story• RT / Embed video / Share link• Answer a survey about a new product launch Google Confidential and Proprietary 14
  15. 15. Do Fun Stuff! Google Confidential and Proprietary 15
  16. 16. Learn from your metricsSocial media effectiveness Google Confidential and Proprietary 16
  17. 17. The metrics follow…Count your “subscribers”• Your Facebook “fans”• Your YouTube “subscribers”• Your blog subscribers (FeedBurner)• Your Twitter “followers”Measure your influence• Retweets, @ mentions and clicks on bit.ly links• Facebook comments and likes• YouTube views, ratings and video responsesAdd up the results• Dollars raised, hours volunteered, pledges made Google Confidential and Proprietary 17
  18. 18. The metrics follow… Google Confidential and Proprietary 18
  19. 19. Google AnalyticsLook for:Top referrersTop searchesTop contentTop locationsSet goals! Google Confidential and Proprietary 19
  20. 20. Top referrers Google Confidential and Proprietary 20
  21. 21. The metrics follow… what follows the metrics?Learn what works best and where, and adapt Google Confidential and Proprietary 21
  22. 22. The daily intelligence briefing• Track your basic stats every day• See what’s hot out there• See what’s hot (or not) in your content• Measure your ROI against your goals • Staffing up for social media and earned media does have a cost. • Paid media has a cost. • Social media may mean lower paid media costs over time. And there may be a higher upside.• Evaluate these trends over time Google Confidential and Proprietary 22
  23. 23. Thank youghonim@google.com Google Confidential and Proprietary 23

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