Learn how real brands struggle with the challenge of bringing a new product to market with previously established brand recognition, and how to harness the power of social media to make the expansion a success.

1. May 19, 2016
Harness the Power of
Social to Overcome
Brand Challenges

2. Introduction
Rebecca Lombardo
Director of Strategic Services, Tracx
@mediachick76
Pete Knowlton
Social Media Manager, Ghostery
@GhostyPete
#TracxWebinar

3. Join the conversation on Twitter
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4. Founded in 2009, Ghostery is the industry leader in digital experience
optimization and privacy solutions
Ghostery Story: Making the Invisible Visible
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5. What’s the Issue at Hand?
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Directive
• New SaaS model product geared towards the start up to
mid-level sized company
• Scan any site and identify the 3rd party marketing technology
being used and the relationships between them
• Spread the word and get subscriptions
Context
• Ecommerce
• Depend on site performance – a slow site means higher risk of potential customer flight
• An unsecure site has the potential for data leakage as well as hack potential
• Web Ops
• Teams need to have visibility into what's happening on their page at all times.
• Tag Management
• Real time inventory of all 3rd party marketing technology on your site.
• Competitive Analysis
• What technologies are competitors using?

6. What’s the Issue at Hand?
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Scenario
• You are the Social Media Manager with a
team of one
• As a company you don’t participate in
conventional advertising
• How can I spread the word of this new
product without breaking a core value of our
company
• How can I stay on message while targeting
the right people
• How can I promote a product without coming
across too promotional in a community
driven channel

7. Resources and Time
• Balancing all aspects of a grass roots campaign without a full team
• Within Directive, balancing a deadline  When are results expected?
Noise vs. Value
• Just because you have a lot of content out there, are the right people going to
see it?
Return on Investment
• What metric data can you use as success identifiers?
Maintaining consistent activity across multiple accounts
• Social outlet suite to schedule engagements
Curating relevant content
• News alerts based on topics that relate to product
Identifying Social Media Pain Points
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8. Formulate a Game Plan
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Research
• Gather the intel needed across all platforms
Analyze
• Formulate the data and create your social strategy
• Define success metrics
Engage
• Spread the word
Report
• Collect data based off of analysis stage
• Formulate reports with metrics
• Regroup/Engage

9. Research: Identify Influencers in the
Relevant Market Space
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Go right to the source
• Search for hashtags that identify,
relate to, or are grouped with the
market you want to create a buzz in
• Find top influencers that are tweeting
content with those hashtags and see
what type of content they are
engaging with or sharing
• See who your competitors are and
what they are sharing

10. Analyze: What Data Points Can Help Me?
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Define Success
• Metrics-driven campaigns give you the
guidelines necessary to determine
success/failure
Create Your Social Strategy
• Who, What, Where and When
Use Dashboards
• Quickly identify which social outlets are best
reporting on your topic

11. Example of Dashboard from Tracx
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12. Executive teams like “Vanity” metric reporting
• Twitter followers & Facebook Likes
• Thousands of followers consisting of bots is not a quality community
• Sentiment
• Very tricky metric to effectively manage with a small team.
• Good vs. Bad is very subjective
Social Media Managers like engagement level metrics
• Who is talking about my brand?
• Influencers
• Potential reach, quality of content
• How often is my brand mentioned?
• Mentions, posts, reach, conversations
• Where are those conversations happening?
• Geographic/Demographic
What Makes a Good Metric?
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13. Engage
Create multiple “campaigns”
• Don’t send out the same post 100 times
• Change up the images
• Change the text – make it exciting!
• Think about tone of voice for each post
• LinkedIn Posts tend to be more B2B
• Twitter/Facebook tend to be more peer to peer
Engage top influencers with content
• Respond to conversations
• Create conversation and ask for thoughts
• Identify when your followers are most active and send out new content
• Respond to influencers/followers on their content and suggest how your product
might help
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14. Example of Scheduled Content from Tracx
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15. Report
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Did you hit your Success Metric?
Yes?
Awesome!
Keep going!
No?
What are the reports showing?
Where is the content hitting?
Need a new strategy?

16. Example Reports from Tracx
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17. Takeaways

18. • There is no concrete formula for success with Social Media
• If at first you don’t succeed, Try Try Again!
• What’s important is that you are able to identify what is working and explore
those markets
• What’s even more important is that you accept it if a strategy is NOT working,
and try something new!
• It’s like the Stock Market – you have high and low days, what sets your brand
apart is how you capitalize on the differences
Takeaways
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19. Thank you
www.tracx.com
info@tracx.com
@tracx