What we have learned so far about social media marketing [2014]

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We've decided to share all of our knowledge, methods and experiences about social media marketing and strategy.

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What we have learned so far about social media marketing [2014]

  1. 1. @jonasjuhler | jonas@lookcurious.com 1 WHAT WE’VE LEARNED SO FAR ABOUT SOCIAL MEDIA MARKETING
  2. 2. @jonasjuhler | jonas@lookcurious.com 2 HOW TO NOT SUCK AT SOCIAL MEDIA Social Media Marketing KEA - June 10, 2014
  3. 3. @jonasjuhler | jonas@lookcurious.com 3 Jonas Juhler Hansen Managing Partner ! Cand.it ! Digital Strategist, Nordisk Film Online Manager, WWF ! Blogged for Innovation Lab, Politiken, Denfri etc. ! Started projects like: - twitologi.dk - gaahjem.dk - iquest.dk
  4. 4. @jonasjuhler | jonas@lookcurious.com A social media management agency based in Copenhagen that serves the Nordics. ! We combine a deep knowledge of social media with digital, PR and marketing skills. ! We have no consultants, only community managers constantly planning and executing on social media. We are Curious 4
  5. 5. @jonasjuhler | jonas@lookcurious.com Core beliefs We believe social media is driven by conversation about stories. ! People invest in great storytelling and if your brand can be the topic of conversation, people will invest in you. ! That creates a stronger, emotion driven reach with an amplifier with the size of the internet. That is the true potential of social media. 5
  6. 6. @jonasjuhler | jonas@lookcurious.com 6 Clients
  7. 7. @jonasjuhler | jonas@lookcurious.com 7 Agenda 1. Intro to social media and platforms 2. Social media strategy 3. Content strategy 4. Channel management 5. Monitoring and reporting 6. Marketing law
  8. 8. @jonasjuhler | jonas@lookcurious.com 8 What is social media? SOCIAL MEDIA BASICS
  9. 9. @jonasjuhler | jonas@lookcurious.com 9 Platforms that facilitate conversations Email is the greatest social media ever!
  10. 10. @jonasjuhler | jonas@lookcurious.com 10 Everyone is the media
  11. 11. @jonasjuhler | jonas@lookcurious.com 11 Melts down owned, earned, paid media Earned OwnedPaid Social media
  12. 12. @jonasjuhler | jonas@lookcurious.com 12 A new way for brands to communicate (Potentially)
  13. 13. @jonasjuhler | jonas@lookcurious.com 13 But what about content marketing? We should really stop saying “content”
  14. 14. @jonasjuhler | jonas@lookcurious.com 14 Platforms
  15. 15. @jonasjuhler | jonas@lookcurious.com 15 Kilde: YouGov 2013
  16. 16. @jonasjuhler | jonas@lookcurious.com 16 •High entry barrier •Resource heavy •Small penetration •Commercially immature Pro Con •Influencers •Real-time •No marketing restrictions •Easy to join conversations
  17. 17. @jonasjuhler | jonas@lookcurious.com 17 • Visually appealing content can be resource heavy • Commercially immature Pro Con • Visually appealing • Great for image based storytelling • Rapidly growing • No promotion restrictions, yet.
  18. 18. @jonasjuhler | jonas@lookcurious.com 18 • No fun, all business • Best for b2b Pro Con • Facebook for professionals • Suited for establishing thought leadership • Build awareness and authority in group discussions
  19. 19. @jonasjuhler | jonas@lookcurious.com 19 • Resource and content heavy • Requires video production skills • Can turn into IP hell • Making a “viral” video is a bad starting point Pro Con • THE video platform • Suited for both owned and paid • Easy to syndicate content • Videos probably has the strongest viral potential
  20. 20. @jonasjuhler | jonas@lookcurious.com 20 • Low engagement • For geeks and meta-discussions Pro Con • (Probably) good for SEO and google integration • Must for places searches
  21. 21. @jonasjuhler | jonas@lookcurious.com 21 • Resource heavy • Almost commercially too mature • Often in a marketing grey area Pro Con • Commercially mature • Suited for owned, earned, and paid • Google like blogs
  22. 22. @jonasjuhler | jonas@lookcurious.com 22
  23. 23. @jonasjuhler | jonas@lookcurious.com 23 New platforms emerge daily. A social strategy extends platforms.
  24. 24. @jonasjuhler | jonas@lookcurious.com 24 Social Media Strategy TODOS BEFORE THE FIRST UPDATE
  25. 25. @jonasjuhler | jonas@lookcurious.com 25 Start by asking What do we want to achieve with social media? This is the no.1 most important thing
  26. 26. @jonasjuhler | jonas@lookcurious.com 26 Examples of objectives - Brand awareness - Loyalty - Affinity - Word of mouth - Customer service - Traffic - Conversions
  27. 27. @jonasjuhler | jonas@lookcurious.com 27 Earned OwnedPaid Social media Awareness Word-of-mouth Loyalty Conversions Customer serviceReach Traffic Recommendations
  28. 28. @jonasjuhler | jonas@lookcurious.com 28 Curious Focus - We want people to talk about the brand - We want people to like the brand ! In marketing language: - Build emotion driven reach - Enhance brand affinity ! “Shareworthy stories (owned) boosted through paid media to create positive WOM (earned) which builds brand affinity”
  29. 29. @jonasjuhler | jonas@lookcurious.com 29 Don’t buy the “10 tips to social media” Despite what some consultants say, there is no right or wrong way to do social media. ! There is only the way that meets the objectives.
  30. 30. @jonasjuhler | jonas@lookcurious.com 30 Goal hierarchy Take ownership of brand category Convert customers from existing channels Involve users and enable sharing of brand stories Reward and acknowledge user contributions Establish online brand universe Reach out to costumers and build brand ambassadors WHY HOW
  31. 31. @jonasjuhler | jonas@lookcurious.com 31 Target group - Who is the target audience? - Primary and secondary - Demographic - Preferences and habits
  32. 32. @jonasjuhler | jonas@lookcurious.com 32 Competitors - Who are the main competitors? - What are they doing on social media? - Competitors are not just competing products
  33. 33. @jonasjuhler | jonas@lookcurious.com 33 Tone of voice - Aligned with brand manual - Aligned with target group - Personal, official, neutral? - Straightforward, ironic?
  34. 34. @jonasjuhler | jonas@lookcurious.com 34 Why like us on social media? A sentence that sums up the brand’s value proposition on social media. “We enable you to share your interest for [cats] with likeminded people” ! “Liking us builds to your image as a design and brand conscious, modern trendsetter - or at least your desire to be one.” This is the second most important thing
  35. 35. @jonasjuhler | jonas@lookcurious.com 35 Like most marketing, social media can rarely stand alone. It’s not the saviour but an important part of the marketing toolbox.
  36. 36. @jonasjuhler | jonas@lookcurious.com 36 Content strategy SO WHAT SHOULD WE TALK ABOUT?
  37. 37. @jonasjuhler | jonas@lookcurious.com Build reach ! Emotion driven Shareworthy! Content Reaching out through! Social PR Promoted by! Paid Media Core stories executed across platforms and media The Curious Frame 37
  38. 38. @jonasjuhler | jonas@lookcurious.com Build reach ! Emotion driven Shareworthy! Content Reaching out through! Social PR Promoted by! Paid Media Core stories executed across platforms and media Content strategy 38
  39. 39. @jonasjuhler | jonas@lookcurious.com 39 A great story Will be told everywhere regardless of media and is - Reaction seeking - Relevant - Relatable https://twitter.com/Oreo/status/298246571718483968
  40. 40. @jonasjuhler | jonas@lookcurious.com 40 https://twitter.com/TheEllenShow/statuses/440322224407314432
  41. 41. @jonasjuhler | jonas@lookcurious.com 41 https://www.facebook.com/photo.php?fbid=10152415416381418 There are other emotions than “lol”
  42. 42. @jonasjuhler | jonas@lookcurious.com 42 https://www.youtube.com/watch?v=57e4t-fhXDs
  43. 43. @jonasjuhler | jonas@lookcurious.com Purpose driven content All content is designed with a specific objective Involvement Retention Awareness Reach Recruitment Build audience Brand education Promote brand values 43
  44. 44. @jonasjuhler | jonas@lookcurious.com 44 Recruitment - Grow brand audience - Same work to create content for 100 or 100,000 fans - Strong incentives for CTA - Competition-driven content
  45. 45. @jonasjuhler | jonas@lookcurious.com 45 Awareness - Reach outside existing brand community - Shareable content to increase earned media - Easy decodable - Remember the brand in the hunt for likes
  46. 46. @jonasjuhler | jonas@lookcurious.com 46 Awareness through real-time marketing - Create content related to current events - Ride the wave of attention - Fine balance between success and fail
  47. 47. @jonasjuhler | jonas@lookcurious.com 47 Involvement - Activate community and strengthen retention - Target core fans with high involvement content - How can fans contribute with on-brand stories? - User-driven content
  48. 48. @jonasjuhler | jonas@lookcurious.com 48 Brand education - Promote brand values - Branded assets with strong brand message - Product information
  49. 49. @jonasjuhler | jonas@lookcurious.com Planning ahead 49
  50. 50. @jonasjuhler | jonas@lookcurious.com 50 Flagship content and spin-offs Story Story Story Story Flagship story Spin-off Spin-off Spin-off LESS IS MORE
  51. 51. @jonasjuhler | jonas@lookcurious.com Build reach ! Emotion driven Shareworthy! Content Reaching out through! Social PR Promoted by! Paid Media Core stories executed across platforms and media Social PR 51
  52. 52. @jonasjuhler | jonas@lookcurious.com 52 Action Consequence CAUSALITY - Contributing to the community has positive consequences. - An online action causes real life effect. - Adding value to a “like”. Sluk solen - Kræftens Bekæmpelse
  53. 53. @jonasjuhler | jonas@lookcurious.com 53 Social Rewards Social PR Social Outreach Social Outdoor Bursting the online bubble
  54. 54. @jonasjuhler | jonas@lookcurious.com 54 Social Rewards Building ambassadors within owned media Reward users for contributing with awesome stories and content. ! Small gifts as sign of acknowledgment. ! Not the gift itself but what it represents. Worth ten times the cost of the gift.
  55. 55. @jonasjuhler | jonas@lookcurious.com 55
  56. 56. @jonasjuhler | jonas@lookcurious.com 56 Social Outreach Activate influencers outside owned media https://www.youtube.com/watch?v=JYtYCNkR1Yo
  57. 57. @jonasjuhler | jonas@lookcurious.com 57 #Instagram activations
  58. 58. @jonasjuhler | jonas@lookcurious.com 58 Social Outdoor IRL events designed for social http://www.facebook.com/photo.php?v=10151685606610609http://www.youtube.com/watch?v=_cNfX3tJonw
  59. 59. @jonasjuhler | jonas@lookcurious.com 59 Brand customisation Tangibility makes better and more sharable stories
  60. 60. @jonasjuhler | jonas@lookcurious.com Build reach ! Emotion driven Shareworthy! Content Reaching out through! Social PR Promoted by! Paid Media Core stories executed across platforms and media Paid media 60
  61. 61. @jonasjuhler | jonas@lookcurious.com 61 Paid Media Delivering the story to the target group Days of free social media exposure are over. (they were never there) ! Great stories will travel further with media budgets. ! Allocate budgets for specific goals. ! All channels above and below the line should support the story.
  62. 62. @jonasjuhler | jonas@lookcurious.com 62 Channel management
  63. 63. @jonasjuhler | jonas@lookcurious.com Twitter 63 Which platforms should be used and to what? Facebook Instagram Content editorReach main stream audience Reach out to key influencers Involve core users Platforms
  64. 64. @jonasjuhler | jonas@lookcurious.com 64 - When to engage in conversations? - What to comment on? - Answer all questions? - Disable direct messages? - Disable the wall? Engage in conversations
  65. 65. @jonasjuhler | jonas@lookcurious.com 65 - Take control of your community - What is accepted and what is not? - What to do when lines are crossed? - How to handle trolls? - Community “rules” Moderation
  66. 66. @jonasjuhler | jonas@lookcurious.com 66 - Handle on page or refer to customer service? - Where to get answers? - Acceptable response time - FAQ - Get angry customers off the wall Customer support
  67. 67. @jonasjuhler | jonas@lookcurious.com 67 - Assess all situations. - Have emergency procedures, act fast - Prepare pre-approved announcements - Anticipate most likely crises - Have strong ambassadors that will defend you Crisis management
  68. 68. @jonasjuhler | jonas@lookcurious.com 68 Monitoring and reporting
  69. 69. @jonasjuhler | jonas@lookcurious.com 69 - Users don’t care about office hours - Enable notifications - Facebook pages manager - Falcon Social / Komfo - Overskrift.dk / Meltwater Buzz / Radian 6 Monitor
  70. 70. @jonasjuhler | jonas@lookcurious.com 70
  71. 71. @jonasjuhler | jonas@lookcurious.com 71 Tools don’t make you a great community manager or content creator. But perhaps a little more effective
  72. 72. @jonasjuhler | jonas@lookcurious.com 72 Marketing law
  73. 73. @jonasjuhler | jonas@lookcurious.com 73 Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend's Timeline to get additional entries” is not permitted). ! You must not inaccurately tag content or encourage users to inaccurately tag content (ex: don’t encourage people to tag themselves in photos if they aren’t in the photo). Markedsføringsloven Facebook guideline Reglerne om deling er modstridende! http://www.forbrugerombudsmanden.dk/Love-og-regulering/Retningslinjer- og-vejledninger/Markedsfoeringsloven/Sociale-medier https://www.facebook.com/page_guidelines.php
  74. 74. @jonasjuhler | jonas@lookcurious.com 74 Branded timeline competition
  75. 75. @jonasjuhler | jonas@lookcurious.com 75
  76. 76. @jonasjuhler | jonas@lookcurious.com 76 Great stories beat strategy any day!
  77. 77. @jonasjuhler | jonas@lookcurious.com 77 Jonas Juhler Hansen jonas@lookcurious.com +45 31 38 29 78 @jonasjuhler

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