Integrating social media into your marketing mix


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Practical tips on how to integrate social media into your marketing mix

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  • It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
  • Strategically the campaign and key performance indicators need to be aligned to the objectives and therefore incorporate functionality that supports the call for a response instead of standard website metrics.
  • A big ticket item for a giveaway doesn’t guarantee interaction. Engage with the community on a daily basis to get more interactions and therefore more impressions through good conversation
  • Integrating social media into your marketing mix

    1. 1. Integrating Social Media<br />
    2. 2. Nurturing the sales funnel<br />Understanding the stages and influences involved in the buying process and targeting each contributing factor<br />Targeting the right people with the right message at the right time<br />Adapting to an opinion based buying process by educating and informing instead of pushing products<br />Facilitating two way communication to increase relevance, reputation and reach<br />Creating advocates to strengthen core messaging<br />
    3. 3. Consider core factors regarding how your audience will get involved and what you’re asking them to contribute including:<br /><ul><li>Identity – by contributing, what will this say about your audience? Is it positive, negative?
    4. 4. Connections – how are you building connections between yourself, your consultants and your clients with this site?
    5. 5. Daily engagement – what reason are you giving your audience to come back regularly?
    6. 6. Reengagement – if not daily, why would your audience reengage?</li></ul>Consider the behaviours of your audience including:<br /><ul><li>Barriers – have you removed all barriers to contributing?
    7. 7. Commitment – have you scaled the level of commitment required?
    8. 8. Value – are you giving back something of equal value to the intended response?
    9. 9. Interest – can the audience find something targeted specifically to their interests?</li></ul>Consider your audience’s motivators including:<br /><ul><li>Ego – can you leverage your audience’s motivation for status?
    10. 10. Feedback – how will the audience receive feedback to their response?
    11. 11. Influence – how will the contributions of others stimulate further response?</li></li></ul><li>Customer Service<br />Social media and<br />
    12. 12. Customer Service<br />US Air Force response matrix<br />When do you respond?<br />Who responds?<br />Escalation?<br />Trolls?<br />
    13. 13.
    14. 14. Website and CRM<br />Social media and<br />
    15. 15. Social CRM<br />Stages of membership<br /> Social<br />Transaction<br />Light<br />Full<br />Transactional or booking information<br />Transactional information plus standard contact details<br />Contact information, preferences and behaviours<br />Integration with social networks<br />
    16. 16. CM.NET = CMS + eShop + Social<br />
    17. 17. Social CRM/Transactional<br />
    18. 18. Mobility<br />90% of the total population have internet access on their mobile with 65% having 3G handsets<br />Currently 1,100,000 iPhones (and on the rise)<br />2009 : 40 million free downloads of smart phone based apps<br />
    19. 19. Advertising<br />Social media and<br />
    20. 20. PAID VS OWNED VS EARNED MEDIA<br />VALUE<br />
    21. 21. Paid to Owned<br />
    22. 22. Example data only<br />
    23. 23. Search<br />Social media and<br />
    24. 24.
    25. 25. Repurpose your content<br />
    26. 26. PR<br />Social media and<br />
    27. 27. Crisis communications strategy<br />
    28. 28. Content generation<br />
    29. 29. Communitymanagement by digital agency<br />(prize = LCD TV given away each day)<br />Community management by comms agency<br />(prize = DVDs given sporadically)<br />
    30. 30. SMPR<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34. Measurement<br />Social media and<br />
    35. 35. Social pulse<br />Reach<br />Associated keywords<br />Reputation management<br />Tool: Social Radar by Infegy<br />
    36. 36. Measure the impact of your campaigns<br />Tool: SM2 by Alterian<br />
    37. 37. Free Tools <br />Website Audit<br /><br />Social Audit<br /><br />Platform Search<br /><br />Search Audit<br /><br />Alerts<br /><br />“Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”<br />
    38. 38. Key performance indicators<br />Depth of interactions <br />Share of brand <br />Key category phrases (buckets)<br />New key search phrases <br />Traffic by media mix<br />Digital reach<br />Opt in audience<br />
    39. 39. measuring the sales funnel<br />Research: <br />Share of brand<br />New key search phrases<br />Digital reach<br />Opt in audience<br />Planning: <br />Depth of interactions<br />Share of brand<br />Traffic by media mix<br />Testimonials:<br />Depth of interactions<br />Share of brand<br />Digital reach<br />Lead capture/sales?<br />
    40. 40. Mandi Bateson | Digital Director | @mab397<br />e:<br />b:<br />t: 02 9286 1277<br />