Why Social Marketing is a Must - Presentation delivered for Top Level Executives at The Executive Forum - 11/7/15

1. WHY YOU MUST
UNDERSTAND AND
USE SOCIAL
MARKETING
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The SocialSteve Blog – www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me – social.steve.goldner@gmail.com

2. AGENDA
 Audience Behavior
 Connect social to your company goals, objectives, KPIs
 ROI and Measuring Effectiveness
 Audience Development
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3. AUDIENCE BEHAVIOR
Why do you need to understand social marketing and have a friendly
presence?
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4. “There is no such
thing as digital
marketing. There
is marketing –
most of which
happens to be
digital.”Brad Jakeman,
PepsiCo’s global beverage presiden
http://www.news-journal.com/news/2015/oct/27/marketing-just-happens-be-digital/
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5. IS YOUR AUDIENCE ACTIVE ON
SOCIAL?
You must be
where your
audience is
Stats from January 2014 –
Increases since then
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6. SOCIAL MARKETING IS A BUSINESS
IMPERATIVE
 Social Marketing is no longer hype
 It is MAINSTREAM
 Mainstream because of audience behavior
 You can’t be lagging your customer
 Audience Development is your mission
Let’s start with understanding your Audience
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7. WHAT DOES YOUR AUDIENCE TELL
YOU ON SOCIAL
 Preferences – what they like; what they don’t like
 Purchase intent
 Reviews
 Causes, interests
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8. LISTENING TO YOUR AUDIENCE
 Monitor for your brand - KEY
 Monitoring for keywords of your product category - KEY
 Opportunity to learn
 Opportunity to engage
 Opportunity to build relationships
 Opportunity to create “top of mind”
 Opportunity to engage with RELEVANCE
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9. AUDIENCE MARKETS FOR YOU (OR
AGAINST YOU)
Your
audience has
their own
audience that
listen to them
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10. CONNECT SOCIAL TO YOUR
COMPANY GOALS, OBJECTIVES,
KPIS
But what is in it for me or my company?
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11. COMPANY, GOALS, OBJECTIVES,
KPIS
 Obvious
 Profitability & revenue
 Customers
 Not so obvious
 Advocates – market for you, build
lead generation for you, get you
customers
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12. CUSTOMER DRIVES SUCCESS OF ALL
GOALS, OBJECTIVES, KPIS
 Customers’ emotions drive
positive results
 Looking for an awesome
experience
 Confidence and comfort in
brand
 Want to feel good about the
company or brand behind the
products/services they
purchase
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13. CUSTOMER JOURNEY AND COMPANY
GOALS, OBJECTIVES, KPIS
Use content
and
engagement at
every stage
* More about advocates in a bit
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14. ROI AND MEASURING
EFFECTIVENESS
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15. What is the value
of networking?
What is the value
of good or great
relationship?
Can we quantify
it?
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16. Some things are
difficult to
measure.
But we must have
some way to
assess
effectiveness.
Certainly not
acceptable.
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17. FIRST UNDERSTAND WHAT SOCIAL IS
AND IS NOT
 A way to build relationships
that yield lasting support
 Strong on awareness and
advocacy
 A great method to build trust
 A place for engagement and
conversation
 A place to educate, inspire,
and entertain
 A quick introduction and sale
 Weak on direct conversion
 Quick result in sale
 One way marketing
communication channel
 A place to push your product
IS Is NOT
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18. SO HOW DO YOU KNOW SOCIAL IS
PERFORMING FOR YOU
 Think about social
marketing as a perquisite
vehicle for sales
 Think of social marketing as
away to strengthen brand
loyalty and motivating
advocacy post sale
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19. WHAT CAN BE AND SHOULD BE
MEASURED
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20. THINK OF SOCIAL MARKETING AS
…
 A way to tee up sales
 A way to motivate people to
share and market your
brand
AND MEASURE APPROPRITE ATTRIBUTES
THAT INDICATE WHETHER YOU ARE
SUCCESSFUL
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21. AUDIENCE DEVELOPMENT
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22. SUCCESSFUL SOCIAL MARKETING =
SUCCESSFUL AUDIENCE
DEVELOPMENT
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23. WINNING THE AUDIENCE
 Be there for them, not you
 Offer information, inspiration, entertainment – things that matter to
THEM
 Do not interrupt – be part of their world
 Engage where they want to engage – not everyone will like you
on Facebook
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24. HOW DO YOU DEVELOP AN
AUDIENCE
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25. LISTEN TO YOUR TARGET
AUDIENCE
 We have two ears and one mouth –
we should listen twice as much as
we speak
 Monitor for brand mentions and
keywords within your brand category
 ENGAGE, HELP, BUILD TRUST
 Learn
 What your audience needs and wants
 Yields insights on what content to deliver
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26. MUST HAVE A CONTENT STRATEGY
AND PLAN
 Content reinforces you leadership in
a brand category
 Great content provides a reason for
people to keep in touch with your
brand
 Content must deliver true value to
your target audience, not
brand/product/service push
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27. SOCIAL TO PROLIFERATE
CONTENT
Content
Post on Brand Social Channels
Social Sharing
Social Advocacy
And Proliferate Brand
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28. BUILD RELATIONSHIPS WITH
INFLUENCERS
Find the right
people to help
spread the word
about your brand
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29. MORE ABOUT INFLUENCERS
THEY CAN HELP MARKET
YOUR BRAND
BUT
 They care about their brand,
not yours
THUS
 Need to find the intersection
of “what’s in it for them” and
what you want to accomplish
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30. MORE ABOUT INFLUENCERS
 Find influencers with high
reach.
 Reach out and start a
conversation – it is
networking
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31. MORE ABOUT INFLUENCERS
Highlight the
Influencers
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32. SYNERGY WITH OTHER
DIGITAL MARKETING
ELEMENTS
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33. DIGITAL MARKETING SYNERGY
SEM – Search
Engine
Marketing –
Google paid ads
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34. DIGITAL MARKETING SYNERGY
Paid Facebook
or other social
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35. DIGITAL MARKETING SYNERGY
Retargeting ads
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36. DIGITAL MARKETING SYNERGY
Email
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37. WRAP UP
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38. KEY TAKE AWAYS
 Audience behavior dictates that social marketing is imperative
 Company goal is “Audience Development”
 Also needs advocates and influencers
 Empathy for your audience is paramount – do not just communicate
 Listen – Learn – Engage
 Understand how social marketing feeds your company KPIs
 Measure appropriate parameters
 Audience development takes time and investment
 Use content to develop your audience
 Use influencers to develop your audience
 Engage to develop audience
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39. QUESTIONS ?
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The SocialSteve Blog – www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me – social.steve.goldner@gmail.com
THANK YOU