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#SocialSuperHero
Be A Social Media Super Hero
Presented by Lisa Peyton, February 3, 2015
Lisa.Peyton@gmail.com | lisapeyto...
What we’ll cover
Part 1: Why we need super hero powers
- Consumer Challenges
- Technology Challenges
- Education Market Ch...
10 years experience in digital
•Teacher
•Mentor
•Speaker
•Writer and Blogger
•Social Media Strategist
•Executive Social Me...
What I Know About You
@LisaPeyton
Different and the Same
@LisaPeyton
• WIDE range of company sizes
• WIDE range of social media
community sizes
• MOST targe...
WHY We Need Super Hero
Powers@LisaPeyton
Fundamental Changes
@LisaPeyton
CONSUMERS TECHNOLOGY EDUCATION
Skeptical Consumers
@LisaPeyton
“It’s not enough to break through the clutter,
in other words. And rarely is it worth the
...
Connected Consumers
@LisaPeyton
Media Consumers – Yesterday
and Today
Passive vs. Active
Predictable vs. Migratory
Isolate...
Impress or Express?
@LisaPeyton
Impressions have turned into
EXPRESSIONS
“Consumers not only watch media; they share
media...
Consumers Own Brands
@LisaPeyton
“Show of hands, please, from those who believe the
recent online ads for Chevy Tahoe -- w...
Proliferation of Devices
@LisaPeyton
Proliferation of Information –
‘Too much noise’@LisaPeyton
Proliferation of Tactics
• 27 tactics and
counting
• Constant content
required
• Social Media most
popular tactic among
ot...
Proliferation of Channels
• Hundreds of
platforms and
counting
• Marketers use an
average of 6, up from
5 last year
• Bigg...
Education Market Challenges
• Common Core State
Standards
• Digital curriculum
• Bring Your Own Device
• Differing Interne...
What I hope to leave you with
• Strategic solutions
• Ability to foster ongoing
discussion about how to best
use social me...
FROM this…
@LisaPeyton
TO this…
@LisaPeyton
Part 3: Strategic Solutions
@LisaPeyton
Foundation for a Solid Strategy
@LisaPeyton
• Know your business (Who are
you? What do you offer? Brand
mission)
• Know yo...
1) Research
@LisaPeyton
• Customer survey
• Where are your peeps?
• Where do they want to engage
with your brand?
• What l...
Case Study: K-12 Curriculum
Company@LisaPeyton
Customer Survey Questions:
• Which platforms do you use on a
regular basis?...
2) Objectives
@LisaPeyton
• What do you hope to achieve?
• How does this serve the overall
business objective?
• Is it mea...
Case Study: Objectives
@LisaPeyton
Social Media Marketing Objectives
• Increase brand awareness and
thought leadership
• I...
3) Target Audience
@LisaPeyton
• Who are you trying to reach?
• Who influences your target
audience?
• Who are you current...
Case Study: Community
Outreach Report@LisaPeyton
• Identify online influencers
• Industry bloggers
• Klout Score
• LinkedI...
4) Consumer Decision Journey
• Create consistent, user-friendly,
relevant touch-points throughout
journey
• Social media i...
Case Study: Touch-point
Message Matrix@LisaPeyton
5) Measurement – KPI’s
• Key Performance Indicators
• How are you doing?
• How effective is your message?
• Which content ...
Case Study: KPI Worksheet
• Pinterest followers
• # weekly repins and comments
• Social referral website traffic
• Twitter...
Our Batbelt – Tools, Tools, Tools
• Listening – Radian6, ViralHeat,
Hootsuite, Google Alerts
• Management/Scheduling –
Spr...
Be a Social Media Super Hero!
• Challenging Times – Consumer changes, Tech changes and
Education market changes
• Solid St...
Questions?
@LisaPeyton
Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton
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Be a Social Media Super Hero! How to Engage, Build Relationships and Succeed Using Social Media

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This presentation will feature best practices on how to effectively use social media to build your business. Strategies will focus on building an engaged online community by IDENTIFYING your online audience, FINDING your audience on social and CONNECTING them with your brand. Along with top level social media strategies, the presentation will include the best tools and metrics to use alongside your campaigns to ensure they are measurable, efficient and effective.

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Be a Social Media Super Hero! How to Engage, Build Relationships and Succeed Using Social Media

  1. 1. #SocialSuperHero Be A Social Media Super Hero Presented by Lisa Peyton, February 3, 2015 Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton
  2. 2. What we’ll cover Part 1: Why we need super hero powers - Consumer Challenges - Technology Challenges - Education Market Challenges Part 2: Social Media Strategy - Foundation for a Solid Strategy - Research - Objectives - Target Audience - Customer Journey - KPIs Part 3: Our Batbelt - Super HeroTools @LisaPeyton
  3. 3. 10 years experience in digital •Teacher •Mentor •Speaker •Writer and Blogger •Social Media Strategist •Executive Social Media Coach •Student •Proud Dog Owner @LisaPeyton
  4. 4. What I Know About You @LisaPeyton
  5. 5. Different and the Same @LisaPeyton • WIDE range of company sizes • WIDE range of social media community sizes • MOST targeting K-12 education admins, IT, educators, parents, students • MOST selling education hardware or software • MOST have marketing in their title
  6. 6. WHY We Need Super Hero Powers@LisaPeyton
  7. 7. Fundamental Changes @LisaPeyton CONSUMERS TECHNOLOGY EDUCATION
  8. 8. Skeptical Consumers @LisaPeyton “It’s not enough to break through the clutter, in other words. And rarely is it worth the effort required to smash through the filter. You need to disarm the filter – and the best way to do that, is to signal that your signal is nonthreatening.” Frank Rose, The Art of Immersion “The days of putting some stupid message up and forcing everyone to see it – that’s so over.” Alex Bogusky, Creator of Burger King’s ‘Subservient Chicken’ campaign
  9. 9. Connected Consumers @LisaPeyton Media Consumers – Yesterday and Today Passive vs. Active Predictable vs. Migratory Isolated vs. Connected Silent vs. Noisy Private vs. Public
  10. 10. Impress or Express? @LisaPeyton Impressions have turned into EXPRESSIONS “Consumers not only watch media; they share media with one another…Expression can be seen as an investment in the brand and not simply an exposure to it.” Henry Jenkins, Convergence Culture: Where old and new media collide
  11. 11. Consumers Own Brands @LisaPeyton “Show of hands, please, from those who believe the recent online ads for Chevy Tahoe -- which mock the SUV as a planet-destroying gas-guzzler -- prove the dangers of allowing (even encouraging) user-created content. Ah, yes, there's quite a few arms raised -- you're all free to go, actually; the marketing business doesn't need your services anymore. We have a toy railroad set as your lovely parting gift.” “Here's what you should do about user-generated content: nothing. Don't try to control the narrative. Don't kill the parts you don't like. Don't interrupt. Stand back, and learn.” Scott Donaton, Editor Advertising Age * http://adage.com/article/scott-donaton/thrive-world-user-created-content/108884/
  12. 12. Proliferation of Devices @LisaPeyton
  13. 13. Proliferation of Information – ‘Too much noise’@LisaPeyton
  14. 14. Proliferation of Tactics • 27 tactics and counting • Constant content required • Social Media most popular tactic among other marketers @LisaPeyton
  15. 15. Proliferation of Channels • Hundreds of platforms and counting • Marketers use an average of 6, up from 5 last year • Biggest increase in Slideshare, Google+ and Instagram @LisaPeyton
  16. 16. Education Market Challenges • Common Core State Standards • Digital curriculum • Bring Your Own Device • Differing Internet and social media guidelines for classrooms • #learnanywhere @LisaPeyton
  17. 17. What I hope to leave you with • Strategic solutions • Ability to foster ongoing discussion about how to best use social media • Super Hero Tools • Inspiration, Confidence and Support! @LisaPeyton
  18. 18. FROM this… @LisaPeyton
  19. 19. TO this… @LisaPeyton
  20. 20. Part 3: Strategic Solutions @LisaPeyton
  21. 21. Foundation for a Solid Strategy @LisaPeyton • Know your business (Who are you? What do you offer? Brand mission) • Know your market (Who are your competitors? What are they doing? Market trends?) • Know your audiences (Who are your customers?) • Know what you want to achieve - goals • Know how you’re doing - measurement
  22. 22. 1) Research @LisaPeyton • Customer survey • Where are your peeps? • Where do they want to engage with your brand? • What language are they speaking? (keyword research) • What are your competitors saying? • What is your brands current digital footprint? * http://lisapeyton.com/lisa-peytons-podcasts-the-brand-man-scott-davis/
  23. 23. Case Study: K-12 Curriculum Company@LisaPeyton Customer Survey Questions: • Which platforms do you use on a regular basis? • Where would you welcome the opportunity to connect with us? • What recommendations do you have as we develop our social media presence? • Insight: Our audience WAS on Pinterest and Facebook(DAMN!)
  24. 24. 2) Objectives @LisaPeyton • What do you hope to achieve? • How does this serve the overall business objective? • Is it measurable and time sensitive? • SOCIAL IS NOT A SALES CHANNEL • Expression Engine
  25. 25. Case Study: Objectives @LisaPeyton Social Media Marketing Objectives • Increase brand awareness and thought leadership • Increase online ‘share of voice’ • Generate new leads • Identify and connect with industry influencers • Grow an active online community around math education
  26. 26. 3) Target Audience @LisaPeyton • Who are you trying to reach? • Who influences your target audience? • Who are you current brand advocates? • Demographics • Psychographics • User Personas • Behaviors • Needs and Goals • Pain Points
  27. 27. Case Study: Community Outreach Report@LisaPeyton • Identify online influencers • Industry bloggers • Klout Score • LinkedIn groups • Where do they engage? • Relevant hashtags • What is our offer? (What value do we offer them?) • Set-up listening dashboard to follow, learn and engage when appropriate
  28. 28. 4) Consumer Decision Journey • Create consistent, user-friendly, relevant touch-points throughout journey • Social media impacts the ‘evaluate and ‘advocate’ stages • Need to help consumers navigate the evaluation process and spread positive word of mouth • Where can you build trust? • Where can you build relationship? • Empower your brand hero to tell their own story = ADVOCACY *Source: Branding in the digital age, David Edelman @LisaPeyton
  29. 29. Case Study: Touch-point Message Matrix@LisaPeyton
  30. 30. 5) Measurement – KPI’s • Key Performance Indicators • How are you doing? • How effective is your message? • Which content is garnering EXPRESSION? • EXPRESSION = shares, RT’s, comments, reviews, likes, +1’s, mashups, mentions • Relate to overall objectives • Measure weekly/monthly/Quarterly @LisaPeyton
  31. 31. Case Study: KPI Worksheet • Pinterest followers • # weekly repins and comments • Social referral website traffic • Twitter followers • RT’s, Twitter mentions • Blog traffic, comments • LinkedIn followers • YouTube Subscribers • Video Views • Website lead forms submitted • Overall ‘share of voice’ @LisaPeyton Results • Dramatic increase in followers • Social website referral traffic doubled • Thousands of video views on YouTube • Increase in leads generated
  32. 32. Our Batbelt – Tools, Tools, Tools • Listening – Radian6, ViralHeat, Hootsuite, Google Alerts • Management/Scheduling – Spreadfast, SproutSocial, Hootsuite • Campaign/Contest Creation – Buddy Media, AgoraPulse, Wildfire apps • Content Management – Wordpress, Wordpress Wordpress • Social CRM – Adobe Marketing Cloud, Nimble.com, Salesforce @LisaPeyton
  33. 33. Be a Social Media Super Hero! • Challenging Times – Consumer changes, Tech changes and Education market changes • Solid Strategy is NEEDED more than ever • Foundation for a solid strategy • Do your research! • Define your objectives! • Define your target audience! • Define your customer journey! • Define your KPI’s • Get the best tools you can afford! @LisaPeyton
  34. 34. Questions? @LisaPeyton Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton

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