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Top Social Priorities for B2C in 2015
through the
@katykatztc
#SMBCMN
December 18, 2014
Hello my name is …
Katy Katz
Content Specialist,
Collegis Education
MBA, Benedictine University
BSB, Carlson School of Man...
Have you ever felt like this?
Every minute …
3,600
users share
photos on
Instagram
Over
100,000
Tweets are
published
684,478
people post
to Facebook
*So...
So how do you make a connection?
Don’t rely 100% on national data
1
Facebook data
Google Analytics
It’s time to get personal
Define social personas
2
A buyer persona is a
semi-functional
representation of
your ideal customer
based on market
resear...
73%
of marketers already use
segmentation for email, paid
and direct mail campaigns.
— getsmartcontent.com
Persona
NAME
JOB TITLE
• Where they work
• Details about their role
SOCIAL PLATFORMS
• Facebook
• Instagram
• Pinterest
• ...
Know the humans in your audience
Human-centric approach #H2H
Utility Purpose
Simplicity
Context
Participation
Human Values
Embrace Irrationality
Deep Human...
If you KNOW your customer, you can
communicate
Show your brand’s personality
3
Let your freak flag fly!
as long as you are RESPECTFUL
Be responsive
4
engage with customers
jump into conversations
find influencers
23
“Responsive social media is a
key differentiatorfor businesses in 2014.”
- Paul Dunay, Social Media Today, June 2014
89%of customers say their social
media interactions impacted
their purchases!
- Infosys
24
Define your social ROI
5
the goal isn’t to be good at
social media,
the goal is to be good at
businessbecause of social media
- Jay Baer, Convince ...
Get serious about visuals
6
Tell a story
“fully produced
storytelling videos
will be a large part of [the]
trend to high investment
content”
- Michell...
It doesn’t have to be fancy
User-generated content (UGC) is trusted
50%
more than traditional media.
— http://corp.crowdtap.com/socialinfluence, March...
Sometimes to
stand out
you have to learn to
blend in
Pay to play
7
Promote content throughout journey
- vidaao.com
Target psychographics
demographics
- relationship
- education
- work
- financial
- home
- ethnicity
- generation
- parents...
Incredible placement accuracy
Women
18 - 34
Recently
engaged
Working in
retail
Some
college
Parent
Interested in
yoga
Like...
Speak the social language
8
Facebook
Ideal posts:
- have a link
- are brief—40 characters or fewer
- get published at non-peak times
- follow a schedu...
Instagram
First
hashtag for
context
Add hashtags
for
conversation
Twitter
Google+
Pinterest
Evergreen
Content
Make life easier with tools
9
Hootesuite
Twitter Small Businesses App
Google Alerts
Social Listening Tools
If you have to pick one thing: PURPOSE
Questions?
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Cut Through the Noise: Social Priorities for B2C

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If social media isn't your primary function it can be overwhelming to decide how to prioritize your time. This is a high-level overview of areas to focus on for social media if you are stretched for resources.

Published in: Marketing
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Cut Through the Noise: Social Priorities for B2C

  1. 1. Top Social Priorities for B2C in 2015 through the @katykatztc #SMBCMN December 18, 2014
  2. 2. Hello my name is … Katy Katz Content Specialist, Collegis Education MBA, Benedictine University BSB, Carlson School of Management Let’s connect! @katykatztc plus.google.com/+katykatz
  3. 3. Have you ever felt like this?
  4. 4. Every minute … 3,600 users share photos on Instagram Over 100,000 Tweets are published 684,478 people post to Facebook *Source: Mashable 48 Hours of video uploaded to YouTube 27,778 Blogs posted to Tumblr
  5. 5. So how do you make a connection?
  6. 6. Don’t rely 100% on national data 1
  7. 7. Facebook data
  8. 8. Google Analytics
  9. 9. It’s time to get personal
  10. 10. Define social personas 2 A buyer persona is a semi-functional representation of your ideal customer based on market research and real data about your existing customers. - Hubspot
  11. 11. 73% of marketers already use segmentation for email, paid and direct mail campaigns. — getsmartcontent.com
  12. 12. Persona NAME JOB TITLE • Where they work • Details about their role SOCIAL PLATFORMS • Facebook • Instagram • Pinterest • Twitter • Google+ SOCIAL BEHAVIOR • Information seeker • Fan • Influencer • Detractor DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family GOALS AND CHALLENGES •Values and fears MARKETING MESSAGE • Elevator pitch
  13. 13. Know the humans in your audience
  14. 14. Human-centric approach #H2H Utility Purpose Simplicity Context Participation Human Values Embrace Irrationality Deep Human Understanding Human to Human #H2H, Bryan Kramer
  15. 15. If you KNOW your customer, you can communicate
  16. 16. Show your brand’s personality 3
  17. 17. Let your freak flag fly!
  18. 18. as long as you are RESPECTFUL
  19. 19. Be responsive 4
  20. 20. engage with customers
  21. 21. jump into conversations
  22. 22. find influencers
  23. 23. 23 “Responsive social media is a key differentiatorfor businesses in 2014.” - Paul Dunay, Social Media Today, June 2014
  24. 24. 89%of customers say their social media interactions impacted their purchases! - Infosys 24
  25. 25. Define your social ROI 5
  26. 26. the goal isn’t to be good at social media, the goal is to be good at businessbecause of social media - Jay Baer, Convince and Convert 26
  27. 27. Get serious about visuals 6
  28. 28. Tell a story “fully produced storytelling videos will be a large part of [the] trend to high investment content” - Michelle Stinson-Ross, Offers.com, November 2014
  29. 29. It doesn’t have to be fancy
  30. 30. User-generated content (UGC) is trusted 50% more than traditional media. — http://corp.crowdtap.com/socialinfluence, March 2014
  31. 31. Sometimes to stand out you have to learn to blend in
  32. 32. Pay to play 7
  33. 33. Promote content throughout journey - vidaao.com
  34. 34. Target psychographics demographics - relationship - education - work - financial - home - ethnicity - generation - parents - politics - life events interests - likes - group affiliations - search history behavior - purchase history - device / platform - digital history *Great resource for more information: Marty Weintraub, AimClear
  35. 35. Incredible placement accuracy Women 18 - 34 Recently engaged Working in retail Some college Parent Interested in yoga Like green tea
  36. 36. Speak the social language 8
  37. 37. Facebook Ideal posts: - have a link - are brief—40 characters or fewer - get published at non-peak times - follow a schedule - timely / newsworthy - Kevin Lee, Search Engine Journal, December 2014
  38. 38. Instagram First hashtag for context Add hashtags for conversation
  39. 39. Twitter
  40. 40. Google+
  41. 41. Pinterest Evergreen Content
  42. 42. Make life easier with tools 9 Hootesuite Twitter Small Businesses App Google Alerts Social Listening Tools
  43. 43. If you have to pick one thing: PURPOSE
  44. 44. Questions?

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