Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Strategic Thinking in Social Media

1,423 views

Published on

Gone are the days of the “social media play-thing” mindset. The course has changed and those who want to succeed, have begun to take things seriously. Contests and promotions are no way to build a Facebook page, yet it is the number one strategy employed by both in-house marketers and professionals alike. In fact, it can do much more harm than good. Social Media are just sets of tools. It’s the people who operate those tools that determine overall success. It comes down to understanding the platforms and developing solid marketing strategies. We’ll take a look at what drives “organic” fan growth, developing a social media , marketing plan and how identifying the social media sales cycles can deliver solid numbers to your social ROI.

Published in: Marketing, Business
  • Be the first to comment

  • Be the first to like this

Strategic Thinking in Social Media

  1. 1. Understanding Social Media Strategic Thinking Shane O’Neill Vice President - Fruchtman Marketing
  2. 2. Understanding Social Media Strategic Thinking Time to get real about social media Gone are the days of the “social media plaything” mindset. The course has changed and those who want to succeed, have begun to take things seriously. It’s all about strategic planning and execution.
  3. 3. Understanding Social Media Strategic Thinking Choose your platform When choosing your social media platforms, you most likely can’t do everything and do it well. Consider this formula: time+strategy+audience = effort /money Which is to say, How much time do I need to dedicate to properly maintain the social channel? What is my strategic usage for the channel? And, is the user base valid and large enough?
  4. 4. Understanding Social Media Strategic Thinking Choose your platform(s) Whether young or old, leave personal tastes at the door. IE: A young person may claim they never use FB anymore and that Instagram is where to be. Hogwash, this is marketing and we rely on numbers, data and strategic thinking.
  5. 5. Understanding Social Media Strategic Thinking The Big Three Pack a punch with strong presence and strategy. Facebook: Your anchor. Target the masses during direct & indirect sales times of the year. Pinterest: 70-80% female. The social channel to target the female self purchaser. Instagram: Majority of users between 18-29 years old. The platform to attract the bridal customer
  6. 6. Understanding Social Media Strategic Thinking Social Media is “Media” Just like TV, radio, paid search and any other types of bought media; social media has an audience that must be reached out to. IF YOU DON’T PUSH TRAFFIC YOU’RE SPINNING YOUR WHEELS!
  7. 7. Understanding Social Media Strategic Thinking Did you know? Just like Google, Facebook uses an algorithm, called EdgeRank, to surface content that is important to the viewer. • Only 16-20% of your posts show in feeds. • A typical Facebook update has a lifespan of 2 1/2 hours. Paid media increases messaging to not only your current fans, but potential new fans.
  8. 8. Understanding Social Media Strategic Thinking Quality over Quantity It’s really a rhetorical question; would you rather have a fan because they like your content or because they want to win something? Over the long term this “organic” approach delivers results. • Conversion to in-store events • Better page engagement • Increase fans that see posts • Sales, sales, sales
  9. 9. Understanding Social Media Strategic Thinking The Organic Approach A truly organic approach to fan acquisition is reliant on solid strategy and planning, not contests, buying fans, etc. It’s called marketing and it’s no different than... say direct mail. For example, would you buy a mailing list to your entire city or zip codes of your target demo? Organic is highly targeted and focused on quality over quantity
  10. 10. Understanding Social Media Strategic Thinking A Word On Contests & Promotions: • Never a cornerstone to solid strategic planning • Can dilute quality of fans and followers • The prize pig... will eat your contest alive • Should only be part of larger strategy • Easy trick to get “fans” • So 2012
  11. 11. Understanding Social Media Strategic Thinking The Facebook Sales Cycle Remember that Facebook is primarily a tool to brand your store. You want to be top of mind when sales opportunities occur. For the retail jeweler it’s best to view Facebook in terms of two types of sales cycles. Direct Sales Cycle: Opportunities that present themselves around mass gift-giving times of the year such as Valentine’s Day, Mother’s Day and the biggest; the holidays. Indirect Sales Cycle: This makes up a majority of the year and includes things such as engagements, birthdays, anniversaries, etc., but are dependent on when people are in the market to buy.
  12. 12. Understanding Social Media Strategic Thinking How Sales Cycles Affect Strategy The messaging changes to a softer less sales oriented style, but still provides marketing opportunities. Indirect Cycle Post
  13. 13. Understanding Social Media Strategic Thinking How Sales Cycles Affect Strategy Some indirect posts can include subtle price points, but mix up your posts so not to become to sales focused Indirect Cycle Post
  14. 14. Understanding Social Media Strategic Thinking How Sales Cycles Affect Strategy When direct sales opportunities present themselves, the message changes to drive traffic in many ways. Direct Cycle Post
  15. 15. Understanding Social Media Strategic Thinking How Sales Cycles Affect Strategy Sometimes direct sales opportunities present themselves through unplanned events vs. calendar events. Direct Cycle Post
  16. 16. Understanding Social Media Strategic Thinking Think like an ad agency. ad agency. What We Know... People love product and things that connect to them on a personal level. 16
  17. 17. Understanding Social Media Strategic Thinking 17
  18. 18. Understanding Social Media Strategic Thinking Budgeting for Digital Marketing Let’s use a sample budget based on 2.0 mil sales • Healthy marketing budget around 6-7% • That leaves $120,000 for marketing • About 25% should be reserved for digital marketing • So our digital marketing budget is $30,000 • Now what can we do with it?
  19. 19. Understanding Social Media Strategic Thinking Budgeting for Digital Marketing Social Advertising: $500 monthly.................. $6,000 Paid Search: $1,000 monthly...................... $12,000 Display Advertising: $XXX monthly............... $XXX Retargeting: $XXX monthly........................... $XXX Email Marketing: $XXX monthly.................... $XXX Reserve for special promotions or holidays... $
  20. 20. Thank You for Attending and Visit Me Today at the Idea Center! 4-6 pm Digital Marketing & Your Website See what we can do for you at: fruchtman.com

×