Social Media Marketing

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A speech to the University of Iowa's Marketing Institute on Social Media Marketing covering strategy, execution, and measurement along with some best practices and case studies.

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Social Media Marketing

  1. 1. SOCIAL MEDIAMARKETINGNick Westergaard / Westergaard.com
  2. 2. Background
  3. 3. Brand-Driven Insights atNickWestergaard.com @NickWestergaard
  4. 4. photo via zeuxis.pixelsurgery / Flickr
  5. 5. Lo ca lM ar ke tp la ceSource: www.baekdal.com/articles/Management/market-of-information
  6. 6. BRANDTOUCHPOINTS MARKETING COMMUNICATIONS TOUCHPOINTS Promotion Direct Mail Communications Products Advertising ServiceBrand DNA BRAND CUSTOMER Call Center Sales- Logo EXPERIENCE Management- Positioning- Website Support HUMAN TOUCHPOINTS Website Demos Email Social Media BlogsINTERACTIVE DIGITALTOUCHPOINTS
  7. 7. CORE PRINCIPLES APPLYStrategy Execution Analysis
  8. 8. PLAN FOR TODAYPlan Promote Measure
  9. 9. BESTPRACTICES photo via rishibando / flickr
  10. 10. EXAMPLES
  11. 11. PLAN
  12. 12. Failing to Plan is Planning to#FAIL
  13. 13. NEED ABLUEPRINT
  14. 14. ENGAGEMENT PLAN FOCUS ON THE CONNECTIONS THE TOOLS FACILITATE – MackCollier.com
  15. 15. 5 USES OF SOCIAL MEDIA
  16. 16. 1
  17. 17. 140 million 107% salesimpressions increase
  18. 18. BEST PRACTICES- Connect traditional media with new media- Branding can = $ALES!
  19. 19. E-COMMERCE 2
  20. 20. MILLIONS EACH QUARTER
  21. 21. 3 MARKETRESEARCH
  22. 22. COMPLEX
  23. 23. ... OR SIMPLE
  24. 24. CUSTOMERSERVICE/RETENTION 4
  25. 25. Local Office CUSTOMER SUPPORTPhone Website
  26. 26. Local Office- Industry updates- Customer support- Local network programming Social CUSTOMER Website Media SUPPORT Phone
  27. 27. @MediacomCable @MC22- Updates on industry news & information - Provides updates on network-wide- Customer support remains focus local programming- Starts longer conversations with - High school & college sports customers via web or phone - Local government programming@MediacomSupport- Provides support to customers for internet, cable, and phone issues- Area outages- Troubleshooting- Channel questions- Schedule service calls- Future plans to add more support staff
  28. 28. DON’T FEAR NEGATIVEINTERACTIONSTHESE ARE OPPORTUNITIES TO BUILD TRUST.
  29. 29. LOOKING FOR BRAND HUMANITYSOCIAL MEDIA IS PERFECTFOR EXPRESSING THIS
  30. 30. LEAD GENERATION5
  31. 31. #blogchat
  32. 32. PUTTING ITALL TOGETHER
  33. 33. IMPLEMENTATION +ENGAGEMENT PLAN- Engaging conversations — formal/casual- Conference news now (workforce news later)- Longer term social touchpoint (vs. Twitter)- Home base- Moderate fan conversations- Breaking news; real-time conversations- Drive traffic conference registration- Generate media awareness- Retweet industry news = thought leadership- Customer engagement/conversations- Conference interviews- Last year and eventually current year (post-conf)- Opportunity for more ...
  34. 34. PROMOTE
  35. 35. photo via davidking / flickr
  36. 36. OFFLINEENGAGEMENTIS KEY
  37. 37. MEASURE
  38. 38. “You can’tMANAGEwhat you don’tMEASURE.”- Peter Drucker
  39. 39. NEED TO DEMONSTRATEROI
  40. 40. ROI IS HARD
  41. 41. BLOGGING- Website traffic- Unique visitors- Total page views- Subscribers (email & RSS)- Average time spent per visit- Click-through rate- Bounce rate (What % of visitors leave the website after viewing the first page?)- Number of times a post was shared- Blog comments- Average time spent per post
  42. 42. - Total fans; likes- Total impressions (How many people viewed the post in the news feed or wall?)- Monthly Active Users (How many people interacted with our brand in the last 30 days?)- Engagement by post category (Do people respond most to links? Videos? Pictures? Questions? )- Engagement by time of day/day of week- Conversion rate (Of those who view our page, how many of them choose to “like” it?)- Fan demographics (Are we reaching our target audience?)- Unique page views (How many different people viewed our page?)- Views, clicks, and engagement for different tabs
  43. 43. - Total followers- Number of times listed- Total brand mentions- Sentiment (Are people talking positively or negatively about my brand?)- @Reply ratio (What percent of my tweets are @replies vs. regular tweets?)- Profile views- Number of clicks per tweet- Total retweets- Engagement by time of day/day of week
  44. 44. - Video views- Total channel subscribers- Number of likes- Number of comments- Number of responses- Popularity of your videos compared to others- Views on spotlighted items/sales- Click-through rate (referring to your site)
  45. 45. OVERALL ROI- Correlations (between sales & engagement)- Net new customers- Reduction in overhead costs (customer service, communication, marketing, other)- Promotional code redemptions- Leads generated (& conversion rate)- Dollars spent by the social customer (vs. non- social)
  46. 46. MEASURE ALLOF THIS??No. Find what works for you.
  47. 47. “Everything that canbe counted does notnecessarily count.Everything that countscannot necessarilybe counted.”
  48. 48. QUANTITATIVEphoto via ell brown / Flickr 4. QUALITATIVE
  49. 49. Case Studies
  50. 50. THETEASE
  51. 51. THEREVEAL
  52. 52. PAID +EARNED
  53. 53. FORD CASE STUDY: FARLEY QUOTES
  54. 54. FORD CASE STUDY: FARLEY QUOTES“We can lower the amount of traditional advertising we do and see MASSIVE COST SAVINGS. We spend 10 cents on the dollar.”
  55. 55. KEY METRIC =LOWERINGBUSINESSCOSTS
  56. 56. 68% positive online mentionsbefore launching their blog.After launching the blog ...
  57. 57. 99%POSITIVE!
  58. 58. “Victory in marketing doesn’t happenwhen you sell something, but when you cultivate advocates for your brand.” – Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit
  59. 59. EARTH DAY
  60. 60. SOCIAL+ PAID
  61. 61. PAID MEDIA ISSTILL CRITICALTO SUCCESS
  62. 62. What havewe learned?
  63. 63. EVERYONE’S A MARKETER
  64. 64. BRAND BUILDERS
  65. 65. CONTENT CREATORS
  66. 66. SOCIAL SKILLS
  67. 67. CUSTOMER SERVICE
  68. 68. KNOW TECHNOLOGY
  69. 69. STAY AHEAD OF THE MAJORITY MAJORITY (early & late) EARLY ADOPTERS LAGGARDS S ATORINNOV Rogers Innovation Adoption Curve
  70. 70. A STEEP CLIMB?photo via Shane R / Flickr
  71. 71. photo via mpilote / Flickr
  72. 72. photo via vistamommy / Flickr
  73. 73. #ICsocialphoto via alexanderdrachman / Flickr
  74. 74. Brand-Driven Insights atNickWestergaard.com @NickWestergaard

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