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How to Develop a Social Media Marketing and Advertising Strategy


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How to develop a social media strategy including social marketing, content writing, content publishing, social listening, social analytics and social advertising.

Published in: Business, Technology

How to Develop a Social Media Marketing and Advertising Strategy

  1. 1. Social Media Marketing, Listening, Advertising & Analytics DEVELOPING A SOCIAL MEDIA STRATEGY
  2. 2. WHO AM I? Leah (Mackey) Schultz Director of Social Media Operations at ACS Advertising, in Brentwood, TN Connect with me: @MackeyLeah 2
  3. 3. FIRST THINGS FIRST – TONIGHT’S HASHTAG @MackeyLeah 3 #OneNightWithLeah #XanaxIsYourFuture #LearnHowToUseExcelForTheLoveOfGod #ZuckerbergWontTakeMyCalls #LeahDoesBelmont #NoIwontMakeYouGoViral #StopTweetingBoringShit #MyParentsHaveNoIDeaWhatIDoForALiving #PleaseSendVodka #LessonWithLeah #SocialMediaAndSparkles #PartyAndBullSchultz #HolySchultz #DrGParty
  4. 4. @MackeyLeah 4 SOCIAL MEDIA MARKETER What my friends think I do. What my mom thinks I do. What society thinks I do. What my clients think I do. What I think I do. What I actually do.
  5. 5. AGENDA • Intro/video • What? • Why? • How? • Measurement / KPIs • Social Advertising • Tools & Extras @MackeyLeah 5
  6. 6. SOCIALNOMICS - VIDEO 5th version of the world's most watched social media video series "Social Media Revolution.” Written by international keynote speaker and best selling author Erik Qualman (Socialnomics, Digital Leader, Alex Azure & Forbidden Door) @MackeyLeah 6 @equalman
  7. 7. WHAT DO WE HAVE HERE? Social Media is a way marketers can engage in TWO-WAY conversations with their target audience. @MackeyLeah 7
  8. 8. ????????? WHY AM I DOING THIS?
  9. 9. WHAT CAN SOCIAL MEDIA OFFER? • Visibility / Branding • Virtual Networking • Lead Generation • Social CRM / Customer Care • Market Research • Competitive Analysis • Added SEO Value • Identify Influencers • Information Sharing • Track Industry News • E-Commerce • Digital Display Ads • Employee Recruiting & Retention @MackeyLeah 9
  10. 10. Everyone. WHO CARES?
  11. 11. SOCIAL MEDIA TODAY 73%of online adults using social networking sites (up 10% from previous year). 90% of marketers use Facebook ads. Facebook has 1.01 Billionmobile monthly active users as of March 31, 2014. 17% of online adults use Instagram (up from 13% in late 2012). 85% of marketers have no plans to use Snapchat. Twitter has 255M monthly active users. Sources: Scarborough & Pew Research Center 2013; Twitter 2014, Facebook 2014 @MackeyLeah 11
  13. 13. WHY SHOULD I GIVE A DARN? Percent of social media users who participate in the following at least once per month on social media sites: Hear others’ experiences Learn about brands, products, services Compliment brands Express concerns or ask question about brands/services 70% 65% 53% 50% Source: Nielsen 2012 Source: Nielsen 2012 @MackeyLeah 13
  14. 14. WHAT MAKES THIS IMPORTANT? How will you know if your efforts are effective if you don’t measure your activity? Referring Traffic Mobile Fish Where The Fish Are Host The Conversation in a Controlled Environment Develop A Community: Virtual WOM Transactional Measurable SEO @MackeyLeah 14
  16. 16. GOAL SETTING: ATTAINABLE & MEASURABLE @MackeyLeah 16 Must know what you are trying to achieve before you can develop a strategy to achieve it! Think short & long term Set aggressive, yet attainable goals Don’t set goals that you can’t (or don’t plan to) measure for success Periodically review and adjust Social media is a marathon, not a sprint
  17. 17. ACTIONABLE GOALS What action do you want your audience to take? Sign-Up / Subscribe Consideration Buy Something Like, Follow, Comment, Share, +1 Peer Interaction Download Give Feedback Self-Service @MackeyLeah 17
  18. 18. So many networks, so little time CHANNEL SELECTION
  19. 19. QUALITY OVER QUANTITY • It is better to be awesome on fewer channels than to be mediocre on many. • Exception: Google+ • Know your audience • Cross Promote @MackeyLeah 19
  20. 20. SELECT BASED ON GOALS MARKETING INFORMATION BROADCASTING E-COMMERCE DEALS, COUPONS, PROMOTIONS SEO BRAND AWARENESS CUSTOMER CARE Ads Sexting Facebook P P P P P P P P Twitter P P P P P P P YouTube P P P P P LinkedIn P P P P P Pinterest P P P P P P Instagram P P P Google+ P P P P P Blogs, Tumblr P P P P P P P Flickr, Etc. P P Email P P P P P P Podcasting P P P Webinars P P P Snapchat P @MackeyLeah 20
  21. 21. Creation, Curation, & Calendars CONTENT PLANNING
  22. 22. PEOPLE DON’T SHARE BLAH Photo cred: @MackeyLeah 22
  23. 23. TECHNIQUES • Content is still KING: • Feed your audience & feed the search engines • Original: content marketing • Curated: sharing content created by others • Always use content calendars • Post content that evokes a reaction Really? 16% Sad 10% Awesome 37% Ha! 14% Wow 23% Source: What Makes People Share Your Content? @MackeyLeah 23
  24. 24. CREATING ORIGINAL CONTENT • Blogging – position yourself as the expert • Utilize thought leaders and subject matter experts within your organization • Utilize guest bloggers • Guest blog for others • Human interest content • Company News / Events • Behind the scenes • Infographics • Rich media conquers all: photo, audio, VIDEO • Include calls to action in posts @MackeyLeah 24
  25. 25. CURATING & SHARING • Industry news • Leading publications • Identify influencers • Legitimizes your expertise • Reciprocation • Convenience of the share buttons • Always give credit / site author @MackeyLeah 25
  26. 26. CALENDARS • Holidays • Weekly vs. Monthly • Topical (Throwback Thursday, Motivational Monday, ETC.) • Repurposing previously created content that is still relevant • Be purposeful; don’t post just to post • Consider time of day that is best to reach your target audience @MackeyLeah 26
  27. 27. FREQUENCY • There is no magic # of posts you must write every month • Basic Rule of Thumb: • Post relevant content on a regular schedule. • Content is still KING @MackeyLeah 27 Facebook: 20 - 40 x per month Twitter: 30 - 60 x per month YouTube: at least 1 x per month Blogs: 4x per month LinkedIn: 2 x per week Google+: 2x per week Baseline Recommendations: ***I repeat: There is NO magic #!***
  28. 28. VISUAL CONTENT Tweets with image links have engagement rates two times higher than Tweets without image links. @MackeyLeah 28 Facebook: 20 - 40 x per month Twitter: 30 - 60 x per month YouTube: at least 1 x per month Blogs: 4x per month LinkedIn: 2 x per week Google+: 2x per week
  29. 29. VISUAL CONTENT Facebook posts with photos out perform text only posts. @MackeyLeah 29 Facebook: 20 - 40 x per month Twitter: 30 - 60 x per month YouTube: at least 1 x per month Blogs: 4x per month LinkedIn: 2 x per week Google+: 2x per week 53% 84% 104% 0% 20% 40% 60% 80% 100% 120% Likes Comments Click-Throughs (Source:
  30. 30. SAMPLES OF ENGAGING CONTENT @MackeyLeah 30
  31. 31. LISTENING Monitoring For Brand Mentions & Sentiment
  32. 32. WHAT IS SOCIAL LISTENING USED FOR? Social Listening Market Research 68% Crisis Identification 61% Market Share Measurements 57% Influencer Marketing 57% Customer Support 46% Lead Generation 22% Competition & Brand Tracking 82% Source: Forrester Research Trends @MackeyLeah 32
  33. 33. WHAT IS BEING SAID? Source: Forrester Research Trends @MackeyLeah 33 Positive Neutral Negative Questions Compliments Complaints Reviews Facts, Speculations, Opinions Stories / News
  34. 34. NOW WHAT? Source: Forrester Research Trends @MackeyLeah 34 Ignore & Do Nothing Take Control Your Options
  35. 35. SAMPLE POSTS ACQUIRED BY LISTENING… Example: McDonald’s @MackeyLeah 35 Thinking of trying a flavored coffee from McDonald's this morning....any suggestions? I want to try a smoothie from McDonalds but I might not like it. @McDonalds: In honor of National Chocolate Milkshake Day, I’m dipping my fries in my shake. Do you have a unique way of enjoying yours? Should I try the mango pineapple smoothie from McDonald's ? I hate when McDonalds sneaks those tiny little onions on your burger.... Gross. Dear McDonald's, thank you for the knife & fork you included with my fruit & walnut snack tray. But may I make a suggestion? Would you please include a spoon in the packet, too? I mean seriously, how else am I supposed to eat the rest of the yogurt out of the tray once all my fruit is gone?? A knife & fork don't really work for that. Just sayin'... Hello people of Bradford, before you decide to go to Bradford Mcdonalds you might want to think twice and go somewhere else. Rumors are where you get your lattes and or smoothies and your drinks, in the corner where the drinks are being made you'll find cockroaches, when there is one cockroach you know that there has to be more of them, my suggestion to you is take you and your family elsewhere to eat…be safe. @AndrewSnedeker: @McDonalds Dipping my nuggets in my shake. It is different but the contrasting sweet & savory and the hot & cold are GREAT!!!!
  36. 36. RESPONDING & ENGAGEMENT Closing The Loop
  37. 37. THE PROCESS Identify engagement opportunities Leverage Subject Matter Experts / Departments Respond in near real-time Measure & Track @MackeyLeah 37 Customer Care Sales ITPR Marketing
  38. 38. THE RULES OF ENGAGEMENT • Respond to direct questions, complaints and comments that require it • Ask your audience for feedback • Be prepared for the positive & the negative • Do not delete negative posts; use them as an opportunity • The 2 most important things you can say on social media: “thank you” & “I’m sorry” • Do not feed the trolls!! @MackeyLeah 38
  39. 39. MEASUREMENT Closing The Loop
  40. 40. METRICS • Volume - # of posts, mentions • Sentiment / Tone - positive, neutral, negative, mixed • Workflow - actions taken with a post by the brand: replied to, starred, saved, RT’d, liked, hidden, etc. • Influencer Identification - what is the potential reach of the author? • Classifications - questions, reviews, complaints, compliments, general mentions • Fans, Followers, Subscribers • Engagement - Likes, Re-tweets, favorites, +1s, comments • Search marketing & page rankings • Success Stories (non-quantifiable wins) • Identify Trends (product/service releases, news, FAILS) • The bottom line is that you need to decide which metrics matter most for your brand and pay attention to those. @MackeyLeah 40
  41. 41. THE ROI QUESTION Things we should ask the ROI question about before social media: @MackeyLeah 41 @unmarketing
  42. 42. A BETTER ROI QUESTION @MackeyLeah 42 “Not everything that counts can be counted, and not everything that can be counted counts.” –Albert Einstein “The ROI of social media is that in five years your company will still exist.” –Erik Qualman, Socialnomics What is the COI?(cost of ignoring)
  43. 43. THE ROI QUESTION – FOR REAL Metrics that you can tie a real number to and show ROI • Conversion Rate (sales directly attributed to digital marketing campaigns) • Cost Savings • Lead Generation / Audience list growth • Social CRM / Customer Care • Search Marketing & Page Rankings • Referring Traffic • Employee Recruitment & Retention @MackeyLeah 43 Ol’ faithful: ROI = [(Gains – Costs) / Costs] x 100
  44. 44. The tools behind the data HOW THE FREAK DO I DO THIS?
  45. 45. SOCIAL MARKETING 10 Step Strategy 1. Audit your current social footprint 2. Research your competitors and target audience 3. Identify goals 4. Start listening Planning Production 5. Select your weapons 6. Develop content calendar 7. Launch Activation 8. Engage 9. Measure 10. Refine @MackeyLeah 45
  46. 46. Pay-To-Play SOCIAL ADVERTISING
  47. 47. WHAT IS SOCIAL ADVERTISING? @MackeyLeah 47 Advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. These consist of ads that are highly targeted and seamlessly integrated into a user's social media experience. They are often nearly indistinguishable from organic content. Generally social ads are distinguishable from organic content by their placement, or with a logo/notation saying “sponsored” or “promoted.”
  48. 48. SOCIAL ADVERTISING VS. SEM @MackeyLeah 48 Search Engine Marketing Social Advertising Targets passive candidates in their natural environment. Behavioral based Billing options: per click, engagement, follow, like Ads can contain social context (like, share comment, RT) Ads served based on interest/behavior, opportunity for additional impression frequency Targets active audience who is actively searching for opportunities on search engines. Keyword based Billed per click or impression Ads do not contain social context Ads served based on search queries
  49. 49. SOCIAL ADS NETWORKS @MackeyLeah 49 Currently Available In Beta or Coming Soon *The "+Post" ads will run on Google Display Network. The ads look just like Google Plus posts but appear outside the network. Despite the introduction of the unit, Google+ itself will remain ad- free. (for now!) *via promoted Tweets
  50. 50. U.S. SOCIAL MEDIA AD SPENDING FORECAST @MackeyLeah 50 $11B
  51. 51. SOCIAL AD BUDGETS @MackeyLeah 51 Percentage of 2012 Online Budget Dedicated to Social Media Advertising Source: Nielsen 2013
  52. 52. WHERE DEM DOLLAZ AT? @MackeyLeah 52 Source: Nielsen 2013 Increase 64% Decrease 2% Stay The Same 34% Advertiser Outlook for Paid Social Ad Budgets 1-10% 11-20% 21+% Paid Social Ad Budgets Will Grow By…
  53. 53. WHERE DEM DOLLAZ AT? @MackeyLeah 53 Source: Nielsen 2013 None, it has it's own dedicated budget 41% From Online Display 23% From Other Online Channels 10% From Offline Channels 39%
  54. 54. THE BIG TWO @MackeyLeah 54
  55. 55. OBJECTIVES - TWITTER @MackeyLeah 55 Pop Quiz: How much does a Promoted Trend cost?
  56. 56. OBJECTIVES - FACEBOOK @MackeyLeah 56 Facebook
  57. 57. OBJECTIVES – PREMIUM ADS @MackeyLeah 57 Pop Quiz: How much does a Facebook Log Out Page Premium Ad cost?
  58. 58. SOCIAL ADVERTISING BENEFITS @MackeyLeah 58 Advanced Targeting Social Networks have high engagement – Americans spend an average of 12 hours/month on social networks Complements marketing mix Easy to measure ROI Easy to optimize Pay-to-Play Organic vs. Paid In-stream native ads look, feel, and function seamlessly across mobile and desktop Social networks have scale - enormous user bases and deep databases.
  59. 59. TARGETING OPTIONS @MackeyLeah 59 Cconnections (friends of friends) Relationship Status Location Gender Device Network (wifi?) Inclusion or Exclusion of Current Fans/Followers Behaviors / Interests / “Engaged With” Workplace Religion Life Events Income Religion Age Political Affiliation Education Movies you’ve watched Music you’ve listened to Books you’ve read Places you’ve checked in OMG STAAAHHHHP!!! (This is getting intense! And AWESOME!)
  60. 60. AD COMPONENTS @MackeyLeah 60 What is your business? What is your message? What is your visual asset? (photo/video) What action do you want your audience to take? 1 2 3 4 1 2 3 4 1 2 3 4
  61. 61. AD PLACEMENT @MackeyLeah 61 1. Mobile News Feed 2. Desktop News Feed 3. Right column of Facebook (RHS) 1. Mobile Timeline 2. Desktop Timeline 3. Left hand column of Twitter in the “Who to follow” section.
  62. 62. THE PROCESS @MackeyLeah 62 Adjust Make adjustments based on results Create Craft ads with engaging copy & creative Optimize Create combos of targeted audiences Reporting Analyze the metrics and KPIs that matter to your business
  63. 63. @MackeyLeah 63
  64. 64. Resources EXTRAS
  65. 65. MONITORING Paid/Enterprise • Salesforce Radian6 • Sysomos • Attensity • Alterian SDL • Crimson Hexagon • Visible Technologies • UberVU • Argyle Free • Social Mention • Topsy • • Google Alerts • Facebook Insights (for Pages) • • • There are many tools that exist, it seems as if there is a new social media monitoring solution that pops up every day. With a crowded space, competition among tools pushes each platform to evolve at a rapid pace. • Tools are just that, tools. It is your expertise that brings the real value. @MackeyLeah 65 About a million others. Great list at: A Wiki of Social Media Monitoring Solutions:
  66. 66. PUBLISHING Paid/Enterprise • Spredfast • Salesforce BuddyMedia • Sysomos • Hootsuite Enterprise • Sprout Social • Argyle • Hubspot About a million others. Great list at: A Wiki of Social Media Monitoring Solutions: Free • Social Mention • Topsy • • Google Alerts • Facebook Insights (for Pages) • • • @MackeyLeah 66
  67. 67. COOL TOOLS (AND FREE!) • • Tweet Stats • • • • • • Twistori @MackeyLeah 67
  68. 68. MAJOR PLAYERS – SOME OF MY FAVS THIS LIST COULD GO ON AND ON • 100 best Twitter feeds for all kinds of news • @unmarketing • @equalman • @MariSmith • @SocialMediaClub • @markwschaefer • @jaybaer • @problogger • @JasonFalls • @smexaminer • @ThisIsSethsBlog • @mashable • @Charmin (seriously.) Nashville: • @SMCnash • @nashvillebiz • @SouthernAlpha • @nashchamber • @nashtechcouncil @MackeyLeah 68
  69. 69. SUGGESTED READING Blogs • • • • • • • • • • @MackeyLeah 69
  70. 70. SUGGESTED READING Books • Unmarketing – Scott Stratten • The Tao of Twitter – Mark W. Schaefer • Socialnomics – Erik Qualman • Social Media Analytics – Marshall Sponder • The NOW Revolution – Jay Baer & Amber Naslund • No Bullsh*t Social Media – Jason Falls & Erik Deckers • Content Rules – Ann Handley & C.C. Chapman • Wikibrands – Sean Moffitt & Mike Dover @MackeyLeah 70