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Creating Social Media Strategies Using Audience Research Training

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Liana "Li" Evans
Liana "Li" Evans

The document discusses creating social media strategies using audience research. It covers four pillars of integrated marketing: research, strategy, engagement, and measurement. Research tools like Google Alerts and Analytics are presented to understand audience conversations. Different types of social media users are described. The importance of defining goals and metrics for measurement is emphasized. Overall the document provides an overview of developing a social media strategy through audience research and understanding different social platforms and users.

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www.LiBeckIM.com Creating Social Media Strategies Using Audience Research Liana “Li” Evans, Co-Founder/CEO LiBeck Integrated Marketing @storyspinner
www.LiBeckIM.com What We’ll Cover • 4 Pillars of Integrated Marketing • Research Tools • Types of Social Media Users Out There • Bringing it All Together © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com 4 PILLAR OF INTEGRATED MARKETING Social Media is Much More than Facebook © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com How’d We Get Here © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Four Pillars of Social Media • Research • Where are the conversations, who’s having them? • Strategy • What’s your plan of approach, what’s the message • Engagement • How & what are you going to share & give value • Measurement • Is what your doing working? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com RESEARCH How Do You Know What to Do in Social Media? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Social Media is More Than Facebook © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Think of This • In one minute over 35 hours of video are uploaded to YouTube • Wikipedia just celebrated 10 years • Flickr has over 5 billion photos • Fastest growing segment on Facebook is women over 45 • LinkedIn adds roughly 1 new user every second • Foursquare in just 1 year had over 15.5 million checkins • Orkut is bigger in Brazil than Facebook is © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Research: Start at the Beginning • Who Is Your Audience? • Is it different offline than online? • Age • Demographics • Are you missing opportunities? • Do you really need Twitter? • Don’t Assume! • Just because your competition is doing something doesn’t it mean its successful! • What Is Your End Goal? • Lift market share • Branding • Increase sales • Customer Retention © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Research: Listen & Learn • How Much Conversation is Out There? • Where is Your Audience Hanging Out • What are They Saying About You • How do They Communicate & Share • What is Valuable to the Audience • Who Are the Influencers • Are the Trends • What’s Evergreen • What Spurs Your Community to Action? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com STRATEGY Take Your Findings & Create a Roadmap © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com This Is Not a Strategy © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Strategy: Plan, Plan, Plan • Create Your Strategy Based On Your Research • Ignore the HIPPO – (Highest Paid Person’s Opinion) • Remember – It’s Not Really Free • Resources: Money, People, Platforms & Tools • Who Helps Runs This? • How Does Offline Fit In? • Training? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Strategy • How Does it All Integrate? • SEO • PPC • Email • Infrastructure, Technology & Platforms • Policies • Contingency Plans • What Is Success? • Promotion! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com ENGAGEMENT You Have to Be Social in Social Media © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Engagement is Much More Than Tweeting • How Will You Communicate Your Message? • What Will You Do With the Experiences? • How Do You Engage Evangelists? • How Do You Interact with Influencers? • What Do You Do About Trolls? • How Do You Handle Upset Customers or Audience Members? • Where Will You Communicate & Engage? • How Often Do You Engage? • Who Will Be Your Voice? • What Does Your Voice “Sound Like”? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Engagement: You Can’t Be Closed Minded © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Engagement: Requires Listening & Responding © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Engagement: It’s About Them © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Consumers Engage On Different Channels © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Making it All About Them © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com When You Make It About Them – They Engage © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com MEASUREMENT Is What Your Doing, Successful? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Define Your Goals Before Starting © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Goals & Metrics • Understand the Difference! • Goals Are What You Wish to Attain from Your Efforts • Metrics are What Enable You to See if You are Hitting those Goals! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Define, Measure, Ask the Questions • Define Your Goals • Measure Your Progress • Analytics • Buzz Monitoring • Links, Page Rank, etc. • Is It Worth Your Investment? • Are Your Resources Being Used Wisely? • Are You Participating in the Right Way? • Are You Participating in the Right Places? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What You Can Measure • Video or Photo Views, Comments, Ratings, Links • Twitter Followers & Retweets • Number of Reviews (Positive & Negative) • Blog Comments & Subscribers • Replies to Forum Messages • New Users to Forum • Subscribers, Friends to Profiles • Answers to Questions Asked © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Wash, Rinse …… Repeat • Research • Conversations Are Always Taking Place • Trends Change • Strategies • Should Be Flexible • Be Ready for New Communities, Platforms & Tools • Engagement • People Change • People Migrate • Measurement • Lots of Manual Work • New Tools Everyday © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com RESEARCH TOOLS How Do You Know What To Do? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Because There Are Conversations Everywhere © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com People Ask Questions, Too © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com And Not All Conversations are Equal © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com BUZZ MONITORING TOOLS © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Buzz Monitoring Tools For All Business Types • Free: • Google Analytics • Google Alerts • Trackur • Small-Mid-Size Business Level • Trackur • Scout Labs • Enterprise Level • Alterian: SM2 (formerly Techrigy) • Radian 6 © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Google Alerts © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Google Analytics © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Trackur © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Trackur © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Alterian’s SM2 © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Alterian’s SM2 © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Quality of Your Data © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com OTHER RESEARCH TOOLS © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Social Technographics: Groundswell © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Get Know What Your Audience Does © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Google Keyword Tool • https://adwords.google.com/select/KeywordToolExternal © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Search! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Search Gives You Insights © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com A Lot of Insight © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Trending Tools • Google Trends (google.com/trends) © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Google Insights © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Trending Tools • Twitter Trends (search.twitter.com) © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Compete © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Compete © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Quantcast © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Technorati www.LiBeckIM.com © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com THE TYPES OF SOCIAL MEDIA & THEIR USERS Not All Social Media Users Are Created Equally! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Not All Social Media Users Are The Same © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Not Everyone is Tweeting © LiBeck Integrated Marketing, LLC Jackob Neilsen’s Participating Pyramid
www.LiBeckIM.com Social Networking © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind of Users? © LiBeck Integrated Marketing, LLC © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com To Be Successful • Fresh New Things Catch People’s Eyes • Distractions You Have to Stand Out • Be Sticky Give Them a Reason to Come Back • Provide Value What Do They Find Valuable • Engagement You Can’t Just Build it And Forget It
www.LiBeckIM.com Things to Keep in Mind • Social Networks Can Be Addicting • Think about “Farmville” • News streams can drive traffic • Bounce rates & time on site numbers are better than social news or social bookmarking • It’s not just young kids • Fastest growing segment on Facebook is women over 45
www.LiBeckIM.com Social Games … You May Hate Them.. But Less Than 20% Active
www.LiBeckIM.com Social Sharing © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind of Users? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Things to Keep in Mind • Social Sharing is Very Engaging • People are very visual • People love to be entertained • Not all videos go viral • Nor do they have to, to be successful • Videos & Photos Appear in Search Results • Videos & Photos Can be Shared in Facebook © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Blogs © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com 3 Things To Think About • Do We Blog ….or • Do We Engage Bloggers ….or • Do We Do Both © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind of Users? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Things to Keep in Mind • Bloggers are not like journalists • They don’t have boundaries • They don’t answer to editors • They don’t have to check facts • You need to be consistent • If you don’t keep putting out content, no one will have a reason to come back • Blogs can eclipse static websites with their ability to drive traffic • Community is important • Linking to others is imperative • Comment on other blogs © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Review Sites © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind of Users © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Things to Keep in Mind • Traffic from review sites is quality traffic • They explore more of your site • They want to know why people like you • Negative reviews are an opportunity • People are also cynical and don’t believe it when reviews are always 5 starts • Ensure you own your business • Upload your own photos, ensure info is correct © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Mobile Apps + Review Sites = Perfect Partners © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Another Reason To Care About Reviews…. © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Microblogging © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind of Users? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Engaging on Twitter Can Affect other Channels © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Things to Keep in Mind • Twitter can drive a lot of quality traffic • People who follow you are interested in what you have to say • Great way to get information out quickly • There are a lot of tools to make managing Twitter a lot easier • Engaging in Twitter can lead to great opportunities in other communities • Twitter Success Doesn’t Happen Overnight! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Social News & Bookmarking © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com What Kind Of User? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Things To Keep In Mind • Content sites benefit the most • If you are looking for just eyeball counts to your site, Social News & Social Bookmarking is great • Not High Quality Traffic • Usually “Hit & Run” • Time on Site & Bounce Rates are abysmal • Viral Potential • If it get popular, lots of traffic, lots of links © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com There’s So Much More © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com BRINGING IT ALL TOGETHER © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com The Biggest Tip I Can Give Is… © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com It’s Not About You © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Its The Value Your Audiences Find in You © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com If Something is Valuable © LiBeck Integrated Marketing, LLC …….It Gets Shared
www.LiBeckIM.com And Sharing is What Social Media is About © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com And When People Share…… Google Cares © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Use Your Research • To Figure Out What’s Valuable • To Figure Out Your Approach • To Figure Out What Will Work, What Won’t • To Figure Out What Will Get Shared • To Build Your Strategy and Inform Your Engagement! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Build Your Plan of Attack (Strategy) • Use Your Research • What platforms • Who do you need to engage (as a group) • What do you expect to gain • Plan Your Content Creation • What’s valuable • How often do you need to create it • What’s the tone • Integrating • Which channels need to work together • Which departments need to know • Policies & Contingencies • C.Y.A.! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Social Media Doesn’t Happen in a Vacuum • Remember to Integrate • Email: Tell your already interested audience • SEO: optimize your profiles • PPC: promote what your doing • PR: Don’t send a press release, use your media! • Direct Mail: Include easy ways to find your social profiles • Marketing: Social Profiles on TV, Radio, Print • Integrate & Pollinate © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Integrating Is Key • Offline Messaging Should Promote Social Efforts • Remember Facebook isn’t a Search Engine – Don’t Use “Find Us on Facebook” • Use Your PR Team to Pitch Your Social Efforts • Optimize Your Digital Assets • Create Exclusive Social Content for Your Email Lists © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com It’s Beyond the Browser! • iPhone, BlackBerry, Palm, Droid • Smart phones are a common way of life • People can watch videos on their phones • You don’t need a web browser to find a restaurant review • Most social media sites have a way for community members to access via mobile – that isn’t a browser! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Social Media Policies? • Employee Usage Policies • Blogging Policies • Avatars, Pictures, Videos? • Talking with The Press • Comment & Trackback Policies • Giving Freebies © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com You Don’t Want This © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Or This © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Measure, Measure, Measure • Brand Lift: • Buzz Monitoring Tools • Engagement: • Fans, Friends, Views, Favorites, Retweets, Replies • Web Traffic: • Referrals, Shortened URLs, • Downloads, Subscriptions, Requests • Sales: • Conversions from Social Links/Promotion • Links: • # of Links Acquired • Who where their acquired from © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Summary • Understand Your Audience • Define Your Goals • Research & Listen • Plan Your Strategy • Measure! • Not All Social Sites Will Work for You • Integrate! • Remember, It’s Not About You! © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Questions? © LiBeck Integrated Marketing, LLC
www.LiBeckIM.com Contact © LiBeck Integrated Marketing, LLC Liana “Li” Evans @storyspinner li.evans@LiBeckIM.com

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