7 Steps to Bridge the Gap Between Social Media and the Rest of Your Marketing Initiatives
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Social media is woven into the DNA of consumers and customers today, yet many marketers continue to treat it as a satellite activity. To win with social, it must be an integrated strategy within your entire marketing program.
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7 Steps to Bridge the Gap Between Social Media and the Rest of Your Marketing Initiatives
- 4. THE MEDIA INDUSTRY HAS ALWAYS KNOWN HOW TO CONNECT TO A TARGET AUDIENCE WHILE THE CHANNEL IS STILL NEW, THE PHILOSOPHY SHOULDN’T BE NOW SOCIAL MEDIA IS ANOTHER WAY TO CONNECT
- 5. SOCIAL IS A DYNAMIC PIECE OF THE CHANGING LANDSCAPE
- 7. GET TO KNOW YOUR CONSUMER WITHIN SOCIAL MEDIA WHO ARE THEY? WHERE ARE THEY? LEVEL OF ACTIVITY WITHIN SOCIAL MEDIA BONUS: SOCIAL MEDIA CAN TEST YOUR TARGET AUDIENCE ASSUMPTIONS
- 8. WHAT MAKES A GREAT STORY?
- 9. EVERYONE IS IN SOCIAL MEDIA. YOU HAVE TO STAND OUT.
- 11. SOCIAL MEDIA REQUIRES INVESTMENT IT’S NOT “FREE.” IT REQUIRES TIME INVESTMENT – YOURS OR YOUR AGENCY PARTNER’S MORE SOCIAL MEDIA PLATFORMS EVERY DAY INVOLVEMENT IN THE GIANTS CONTINUES TO CLIMB EVERY SOCIAL PLATFORM NOW HAS A PAID MODEL, OR IS SOON TO INTRODUCE ONE
- 12. CLEARLY DEFINE GOALS AND STRATEGY DETERMINE YOUR PRIMARY PURPOSE WITH SOCIAL MEDIA LEAD WITH ONE AND PAIR METRICS AGAINST IT THE PROMOTIONAL CALENDAR SHOULD ALSO GUIDE SOCIAL MEDIA CONTENT SOCIAL MEDIA CAN GIVE THE PROMOTIONAL CALENDAR SOME AGILITY AND BREADTH: Timely content Passion products
- 13. CONNECT FIRST, BROADCAST SECOND ENGAGE WITH YOUR CONSUMERS AROUND TOPICS THEY CARE ABOUT GOOD NEWS: PEOPLE FOLLOW BRANDS TO HEAR NEWS ABOUT THEIR PRODUCTS AND SERVICES THE MOST POWERFUL PURPOSE WITHIN SOCIAL MEDIA CAN BE LISTENING AND LEARNING – THEN ADJUSTING AND/OR RESPONDING IGNITE ENGAGING CONTENT WITH PAID SUPPORT
- 14. COVER YOUR ASSETS LOOK INTERNALLY AND EXTERNALLY FOR THE VARIOUS TOUCHPOINTS YOU HAVE WITH YOUR CONSUMERS OR CUSTOMERS ENABLE SOCIAL SHARING WHEREVER YOU HAVE DIGITAL ASSETS SOCIAL MEDIA SHOULD BE A LAYER WITHIN MOST TOUCHPOINTS
- 15. ROI EXISTS, SO USE IT! METRICS ABOUND WITH SOCIAL MEDIA KPI’S SUCH AS COST PER THOUSAND ARE POSSIBLE QUALITY VS. QUANTITY MEASUREMENT Set benchmarks Measure yourself against yourself Measure yourself against your competitors
Editor's Notes
- Can we define Culver’s target audience here? Discuss the ability to dig into the metrics behind social media platforms to know how the target can shift a bit and how we can use that.
- Talk about: Google+, Pinterest, Instagram, SlideShare; Growth numbers for each of the big platforms;
- Awareness, Loyalty, Sales; Metrics example: Awareness - Awareness: Reach Visitors Talking About This Followers Blog visits Traffic to website from social sites
- Talk about Flavor of the Day mobile app; Craig Culver and bringing him on the site and into a blog.
- More clearly define the target audience Who are they: male/female, ages? Where are they? Assess post performance Formula of posts Days of the week Level of engagement Engagement is king Introduction of Talking About This No longer need to “like” a page to engage 1.5% Talking About This benchmark Level up that formula: like vs. comment vs. share