What Marketers Must Know to Maximize Social Media Results

1. What Marketers Must Know to Maximize Results of Social MediaSallie Burnettsallie@customerinsightgroup.com

2. Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., a leading strategic relationship-marketing firm – Customer insight Group is a leading strategic marketing firm that helps companies engage, retain and grow profitable customers relationships. We help companies assess and improve customer strategy to achieve measurable business objectives. We provide loyalty audits, social media customer engagement programs and innovative loyalty programs. • Digital marketing professor at prestigious Daniels College of Business© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

3. Agenda• 10 Tips to Maximize Results of Your Social Media Marketing• Q&A• Resources

4. 1 Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers Companies who have profited from social media are twice as likely to have a FORMAL STRATEGY. Companies that have GAINED REAL VALUE from significant strategic efforts. Companies who have gained value from just “experimenting.” 52% 13%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

5. 2 Align Social Media Objectives with Business Objectives • Set your objectives first, then determine the right social media tool. • Set key performance indicators for both social actions (followers, shares) and business results (site traffic, lead generation and conversion). Increase Customer Brand Realize ROI Profits Loyalty Advocates© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

7. 3 Develop a Strategy to Grow Your Community Don’t follow the Field of Dreams philosophy and assume if you build it they will come.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

8. 4 Develop Plan to Manage and Engage Customers 1. Create protocol for managing customer interactions: – Who will monitor social media? – What is the initial response to potential issues? • What type of issues or feedback are not acknowledged – Who will post the follow-up responses? – How quickly will you respond? 2. Set-up weekly cross-functional social media team meeting 3. Develop weekly reporting of issues. Review how issues were resolved and other actions steps needed. 4. Use social media monitoring tools like Google Alerts, Hootsuite, SocialMention© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

9. 5 Encourage Discussions • Ask opened questions • Reward and recognize customers • Put new active members in the spotlight • Don’t be too strict and censor • Acknowledge and react positively to good content© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

10. 5 Encourage Discussions Engaged customers… • Recommend “products, services or brand” (58% of company respondents) • Engaged customers are “more likely to convert more readily” (44%) • Engaged customers “purchase regularly” (36%) • Engaged customers “less likely to switch supplier” (30%) Source: E-consultancy Engagement Report 2009© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

11. 6 Develop a Content Calendar  Bring consistency. Even when your schedule gets busy, you will still share valuable information.  Saves you time. You can write your content in advance at your convenience and schedule it to publish later.  Increase SEO benefits. A strategic approach with keywords in social media creates a unified brand message and drives greater visibility across all content and channels.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

12. 6 Develop a Content Calendar Steps to Developing Your Content Calendar 1. Think of creating and responding to comments, tweets, posts, etc., as simple daily maintenance. It must be done. 2. Select monthly themes that support your overall marketing plan and add value 3. Develop list of keywords. Keywords help with SEO and tell customers and prospects who you are, how you want to connect with them and what you want to talk about. 4. Based on your monthly themes develop weekly topics – Reinforce USP – Include keywords – Mix of content, i.e. tips, video, photos, lifestyle, product, promotions, etc. 5. Determine how and when each channel will be used. 6. Decide how often you want to publish each day. 7. Use tools like SocialOomph or Hootsuite to schedule your content. Monthly Theme Week 1 Week 2 Week 3 Week 4 Link Content Trivia/question Feature product Tip Video Lifestyle Photo© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

14. 8 Make it Easy for Customers to Share 4 Ways to Share 1. Web site 2. Individual product pages 3. Blog posts 4. Email© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

16. 8 Make it Easy for Customers to Share Side bar with social input from Facebook friends Thumbs up icon indicates friends that “like” this page.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

17. 8 Make it Easy for Customers to Share Consumers Trust Friends, family, connections have greater influence.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

18. 9 Recognize and Reward Customer Engagement 4 Easy Steps 1. Offer exclusive discounts, coupons and contests 2. Help fans give back 3. Recognize individual fans 4. Show your listening© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

20. 10 Identify Social Interactions Generating the Most Traffic How to set up Google Analytics URL Builder 1. Go to Google Analytics URL Builder. 2. Copy and paste the website URL you will be linking to in your social media promotion. 3. Fill out the campaign information so it’s easy for you to understand the elements of the campaign later. 4. Keep a record of what you enter so that you can refer to it later. 5. Copy and paste the generated link into a link shortening tool like bitly.com and then into your campaign tweet or post.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

21. 10 Identify Social Interactions Generating the Most Traffic Analyze Results with Google Analytics 1. Log into your Google Analytics account. 2. Under Traffic Sources in the left navigation, click Sourcesand thenCampaigns. 3. UnderCampaigns,click the name of your campaign. This will be what you entered under “Campaign Name.”© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

22. 10 Tips to Maximize Results of Your Social Media Marketing 1. Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers 2. Align Social Media Objectives with Business Objectives 3. Develop a Strategy to Grow Your Community 4. Develop Plan to Manage and Engage Customers 5. Encourage Discussions 6. Develop a Content Calendar 7. Promote Your Social Media Presence 8. Make it Easy for Customers to Share 9. Recognize and Reward Customer Engagement 10. Identify Social Interactions Generating the Most Traffic© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

23. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnettThank You!

24. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide