IABC presentation selecting social media platforms

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Presented by Jenna Rutschman on behalf of Terralever at the Phoenix Chapter of IABC.

Selecting Social Media Platforms that Meet Business Goals and Client Expectations
This presentation will explore the proper use of consumer segmentation, the importance of carefully crafted content and how to engage your intended audience by choosing the most appropriate social media platform.

You will learn:
• How to utilize simple consumer insights to help select the best social media platform(s) for your business
• How to identify your business’s key segments and how to find those individuals on social media
• How to utilize social media platforms as a way to achieve business goals and obtain actionable results.

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IABC presentation selecting social media platforms

  1. 1. FEB / 21 / 2013 Selecting Social Media Platforms That meet business goals and client expectations Presented by Jenna Rutschman to IABCTuesday, February 26, 13
  2. 2. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  3. 3. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  4. 4. Overview for Today Description This presentation will explore the proper use of consumer segmentation, the importance of carefully crafted content, and how to engage your intended audience by choosing the most appropriate social media platforms. Key Takeaways: • How to utilize simple consumer insights to help select the best social media platforms for your business • How to identify your business’ key segments and how to find those individuals on social media • How to utilize social media platforms as a way to achieve business goals and obtain actionable resultsTuesday, February 26, 13
  5. 5. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  6. 6. Social Media | Setting Up A Campaign Let’s do social media? Facebook? Pinterest? Twitter? Linkedin? SlideShare? Instagram? Google+? Yelp? • What is your goal? • What will success look like? • How will you measure success? • What will be considered successful execution of social media? • Where is your content coming from? • What is the level of comfort with social media within your organization? • Who are your resources? • How long to you have to achieve your goal? • Has everyone mutually agreed on the goal(s) of the social media campaign? 6Tuesday, February 26, 13
  7. 7. Social Media | Determine Goals • Determine goals for each platform • Ensure each stakeholder agrees on goals • Set timeline to achieve goals • Set benchmarks to measure goals against • Set reporting guidelines • Determine available (and willing) resources • Set target audiences and personas • Develop brand voice guidelines • Create and curate content 7Tuesday, February 26, 13
  8. 8. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  9. 9. Target Audience | Understanding Your Audience Identifying your target audience is the Total Population foundation for any business’ sales and marketing plan Potential • You can’t afford to target everyone Available • Focus on a specific market that is more likely to buy from you Qualified • Look for common interests and behaviors • What problem are they trying to solve Targeted • Who are your competitors targeting • Define demographics and psychographics Penetrated • Determine the right channels and marketing messages that will resonate with them • Content efforts will be fundamentally flawed if you do not pinpoint the audience you are producing content for 9Tuesday, February 26, 13
  10. 10. Target Audience | Persona Example B2B Profile Jill Jill has 10 years of experience in all aspects of drug development for biologics, Director of Clinical Affairs pharmaceuticals and devices. Her experience includes 5 years of data management experience as as well as several years within domestic clinical trial management. Her areas of expertise include oncology, gastroenterology, ophthalmology, dermatology and infections diseases. Jill is responsible for defining the clinical trial strategy and management of all clinical studies being conducted by her company. She manages moth the operational and logistical tasks of clinical development to ensure efficient execution of trials within established budgets and timelines including partner relationships / management. She is comfortable with technology, and frequently uses the Internet for networking, industry related conversations and to keep up-to-date regarding industry guidelines. She uses Linkedin to keep up-to-date for networking and within important groups such as Demographic Biotechnology, Pharmaceuticals. Age Education Children Digital Habits 32-42 BS No Masters • Highly educated women are likely to use social • 51% search information for their job of media platforms for both work and personal Science use - 65% • 90% use a search engine to find information daily • As part of Gen X she is an information seeker • 84% research products • Quicker to make online purchases than • 94% use email Source - Pew Research Center, comScore, Linkedin women. Purchase is more of a tactical decision for menTuesday, February 26, 13
  11. 11. Target Audience | Persona Example B2C Profile Cody Cody is a junior at the University of Arizona he is an active member in his fraternity, is a College Student dedicated student and takes every opportunity to soak up the Arizona sun with outdoor activities. Cody enjoys skateboarding, mountain biking, snowboard, wake skating, road biking and hiking. He spends most of his free time outside and prefers to stay connected on the go with his mobile iPhone and his iPad. For school he focussed on getting his work done on time and efficiently often using the campus computing center and his laptop to stay on top of his busy coarse load. Cody relies heavily on other outdoor enthusiasts recommendations for equipment and what brands to buy on his tight college budget. Demographic Age Education Relationship Digital Habits 18-24 Eller School Single of Business • 59% of Millennials own smartphones • “I am a social creature both online and offline” University of Arizona • 60% rate brands online • 53% will explore brands socially • 42% watch TV online • 79% use social media • Highly influenced by user-generated content Source - Pew Research Center, comScoreTuesday, February 26, 13
  12. 12. Target Audience | Understand Your Consumer • Get inside the consumer mindset • Be observant • Use available research and resources • What is their “want” or “need” • Develop and use a persona(s) model • What is your indented goal for each persona?Tuesday, February 26, 13
  13. 13. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  14. 14. Content | Mix N’ MingleTuesday, February 26, 13
  15. 15. Content | Unified Message Content Strategy ensures that all brand executions have a unified message across the platforms where consumers search for information. As Bryan Eisenberg states do the “sucking wind” checklist: • Do you offer a clear and valuable message? • Have you established trust and credibility? • Have you answered all the main objectives? • Have you addressed the emotional “ownership” of the sale? • Have you substantiated your claims? • Have you made the next steps clear? • Could you have said the same thing in one-third of the words?Tuesday, February 26, 13
  16. 16. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  17. 17. Creating A Social Ecosystem | Overview • What is the right platform for your brand?Tuesday, February 26, 13
  18. 18. Source: 2013 Content Marketing Institute/MarketingProfs Creating A Social Ecosystem | B2B Percentage of B2B Marketers Who Use Various Social Media Sites to Distribute Content 0 30 60 90 2011 2012Tuesday, February 26, 13
  19. 19. Source: 2013 Content Marketing Institute/MarketingProfs Creating A Social Ecosystem | B2C Percentage of B2C Marketers Who Use Various Social Media Sites to Distribute Content 0 30 60 90 2012Tuesday, February 26, 13
  20. 20. Creating A Social Ecosystem | Usual Suspects Facebook is changing, goals must be detailed and marketing dollars are likely needed for growth. Content is king (and queen) on Facebook so is understanding what makes your audience tick. Goals and results must be mutually agreed and tracked diligently. Personally I think Twitter is best used as a content syndicator and for customer service listening and responses. Videos are not all made equal. YouTube is a huge search engine and video should be arranged properly and your channel needs attention. YouTube is not a set-it and forget-it.Tuesday, February 26, 13
  21. 21. Creating A Social Ecosystem | Usual Suspects Your virtual rolodex. It is worth investing your time into Linkedin especially for B2B marketers but also for recruitment. Be part of the conversation. A great way to curate content and link SlideShare. The “dark horse” behind Facebook. Google+ has grown in engagement 50% from 2011 to 2012. Purely for the SEO play it can’t be ignored. For B2B and B2C Google+ has some unique and great features using Hangouts and optimizing content for your Circles. Don’t underestimate the power of Google. Share your documents, PDFs, powerpoints and webinars within SlideShare. Companies like NASA and the US Army and Navy are hip to it. So is IBM and Cisco. Great for SEO benefits and easy to link to partner sites like Linkedin.Tuesday, February 26, 13
  22. 22. Creating A Social Ecosystem | Usual Suspects Pinterest! Who doesn’t love Pinterest. Pinterest is a fantastic way to reach your target audience, seed content and get quality leads to your site....IF....Your target demo matches the Pinterest demo and your product is visual. Very visual. tumblr lets you effortlessly share anything and thusly lets you also effortlessly indulge in content effortlessly. Similar to Pinterest, tumblr is very visual in nature and is also best if your brand and company like to disperse rich but small snip-its of content. What feels like the “it” application right now. The Millennial generation is eating up Instagram. Since their parents have ruined Facebook Instagram is there to hotspot. Rich visually, creative and just enough voyeuristic to get the audiences ticking. Fantastic for brands that have avid employees who can snap using instagram as the brand voice.Tuesday, February 26, 13
  23. 23. Creating A Social Ecosystem | OverloadTuesday, February 26, 13
  24. 24. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  25. 25. Creating A Social Ecosystem | B2B Overview Company: Statistics & Data Corporation Goals: • Get involved in the conversation • Connect with rolodex online • Utilize momentum from trade shows within social media • Lead generationTuesday, February 26, 13
  26. 26. Creating A Social Ecosystem | B2B Recommended YouTube is a Future Secondary Platform RecommendationTuesday, February 26, 13
  27. 27. Creating A Social Ecosystem | B2B Persona Profile Jill Jill has 10 years of experience in all aspects of drug development for biologics, Director of Clinical Affairs pharmaceuticals and devices. Her experience includes 5 years of data management experience as as well as several years within domestic clinical trial management. Her areas of expertise include oncology, gastroenterology, ophthalmology, dermatology and infections diseases. Jill is responsible for defining the clinical trial strategy and management of all clinical studies being conducted by her company. She manages moth the operational and logistical tasks of clinical development to ensure efficient execution of trials within established budgets and timelines including partner relationships / management. She is comfortable with technology, and frequently uses the Internet for networking, industry related conversations and to keep up-to-date regarding industry guidelines. She uses Linkedin to keep up-to-date for networking and within important groups such as Demographic Biotechnology, Pharmaceuticals. Age Education Children Digital Habits 32-42 BS No Masters • Highly educated women are likely to use social • 51% search information for their job of media platforms for both work and personal Science use - 65% • 90% use a search engine to find information daily • As part of Gen X she is an information seeker • 84% research products • Quicker to make online purchases than • 94% use email Source - Pew Research Center, comScore, Linkedin women. Purchase is more of a tactical decision for menTuesday, February 26, 13
  28. 28. Creating A Social Ecosystem | Plan of Attack • LinkedIn • Finish and optimize profile • Connect with rolodex • Test Paid Marketing Campaign • Google+ • Set up Google+ profile and start creating and curating content • After speaking engagements invite a select group of qualified and interested prospects and industry thought leaders to a hangout surrounding specific topic • SlideShare • Set up SlideShare account and upload past speaking engagements • Link SlideShare to LinkedIn • Quora • Consider having staff monitor and answer questions within Quora • Helps create content ideas, interest and awareness of SDCTuesday, February 26, 13
  29. 29. Creating A Social Ecosystem | Recap • Understand your target audience and how they consume social media • Relate all activities and tactics back to strategic pillars and goals • Be results driven even if your client isn’t • Measure, test and refine • Don’t be afraid to...failTuesday, February 26, 13
  30. 30. Creating A Social Ecosystem | B2C Overview Depth of Trial Increase closed-toe awareness amongst loyalists from 56% to 75% New Prospects Increase brand awareness from 19% to 25% Young Up Increase consideration of younger outdoor consumer (16 to 24) from 10% to 15% Build Online Community Increase Facebook following - 100k+Tuesday, February 26, 13
  31. 31. Under the microscope Analyzing your social situation Ambassadors .com Teva social media ecosystem Blog Measure Employee driven Facebook fans – Traffic to teva.com – Traffic to Teva blog – content Athletes Facebook advertising click through rate – Facebook Product engagement per post – Facebook "Talking About This" Photos media engagement number – Facebook demographic: Youngin Up the Brand – Teva loyalist awareness of closed toe shoes – Teva social Video engagement with outdoor enthausists – Teva social audience Customer embracing brand promise of “Live Better Stories” service driven Twitter Goals Continue to increase fan following by 20,000 for the first quarter and 10% each additional quarter while maintain a “Talking About This” rating average of 4,000 or Advertising above. (Terralever recommends reassessing the goals quarterly to account for unknown changes within Facebooks Algorithm and provide the most concise goal as possible.) – Increase closed-toe awareness among loyalists – Increase brand awareness – Daily Increase consideration of younger outdoor consumer (18 -34) variable postingTuesday, February 26, 13
  32. 32. Creating A Social Ecosystem | B2C Persona Profile Cody Cody is a junior at the University of Arizona he is an active member in his fraternity, is a College Student dedicated student and takes every opportunity to soak up the Arizona sun with outdoor activities. Cody enjoys skateboarding, mountain biking, snowboard, wake skating, road biking and hiking. He spends most of his free time outside and prefers to stay connected on the go with his mobile iPhone and his iPad. For school he focussed on getting his work done on time and efficiently often using the campus computing center and his laptop to stay on top of his busy coarse load. Cody relies heavily on other outdoor enthusiasts recommendations for equipment and what brands to buy on his tight college budget. Demographic Age Education Relationship Digital Habits 18-24 Eller School Single of Business • 59% of Millennials own smartphones • “I am a social creature both online and offline” University of Arizona • 60% rate brands online • 53% will explore brands socially • 42% watch TV online • 79% use social media • Highly influenced by user-generated content Source - Pew Research Center, comScoreTuesday, February 26, 13
  33. 33. Creating A Social Ecosystem | Goals Goals: Depth of Trial Increase closed-toe awareness amongst loyalists from 56% to 75%Tuesday, February 26, 13
  34. 34. Creating A Social Ecosystem | Goals Goal: New Prospects Increase brand awareness from 19% to 25%Tuesday, February 26, 13
  35. 35. Creating A Social Ecosystem | Goals Goal: Young Up Increase consideration of younger outdoor consumer (16 to 24) from 10% to 15%Tuesday, February 26, 13
  36. 36. Creating A Social Ecosystem | Goals Goal: Young Up Increase consideration of younger outdoor consumer (18 to 34) from 10% to 15%Tuesday, February 26, 13
  37. 37. Creating A Social Ecosystem | Recap • Showcase new products in a non-invasive way • Sandbox content • Speak their language • Understand your brand voice and be willing to poke fun • Agree on strategies that map to tactics that track to goals and relate them all together with results • Measure, test and refineTuesday, February 26, 13
  38. 38. Agenda 01 What we are Talking About Today 02 Setting up a Campaign 03 Target Audience 04 Content 05 Selecting Platforms 06 Case Study 07 Off the Beaten PathTuesday, February 26, 13
  39. 39. Off the beaten path.... • Creative & Light • Simple content • Connect with brand advocates • A few doing it well: • Madewell & JCrew • Anthropology • Vans • Whole Foods • Target • Coca-Cola • Land RoverTuesday, February 26, 13
  40. 40. Off the beaten path.... • Vine Twitter’s new video app • Similar to GIF-like looping video experience (6 seconds) • Great for early adoption (launched end of Jan, 2013) • Set benchmarks and continue to test and refine • Perfect for the age of expression • Using Vine: Buffalo Exchange, Urban Outfitters, Red Vines, The Daily Beast, BuzzfeeedTuesday, February 26, 13
  41. 41. Off the beaten path.... • Largest network for local groups • Easy to organize • Revitalize local community and help people self-organize • A few using MeetUp: • Instagram • The Sims Social • Nintendo 3DS • Foursquare • Etsy • MashableTuesday, February 26, 13
  42. 42. Off the beaten path.... • deviantART was created to entertain, inspire and empower the artist in all of us • Founded August 2000 • 25 million registered members • 65 million unique visitors • Millennial’s (Gen Y) are all over this site • Ways to use deviantART • Dr Pepper tapped into the tool for crowdsourcing art • Red Bull (illustration) • Partners with Google+ to easily curate contentTuesday, February 26, 13
  43. 43. Thank You Jenna Rutschman Account Strategist jennar@Terralever.com 480.334.7001Tuesday, February 26, 13

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