The definitive-guide-to-social-media-marketing-marketoTara Boras
A good guide for those of us that have been working in a more "traditional" communications Ad/Marketing role as to why social media is one of the most powerful ways to reach and engage with consumers today. And why it's one of the most effective (and perhaps cost-effective) channels to connect with your audience.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
The definitive-guide-to-social-media-marketing-marketoTara Boras
A good guide for those of us that have been working in a more "traditional" communications Ad/Marketing role as to why social media is one of the most powerful ways to reach and engage with consumers today. And why it's one of the most effective (and perhaps cost-effective) channels to connect with your audience.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
2020 Social approach deck on how consumer brands are putting online communities instead of TV commercials at the center of their 360 degree marketing campaigns.
To get better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. This Masterclass exposes the hows, whys and whats of Twitter Analytics
A case study that attempts to understand the Indian Social Media scene. The fastest growing economy after China. India has the largest consumer of mobile phones and internet in the sub-continent. Here is a study that analyses how companies have done organic Social Media Marketing in the diverse indian social structure
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
The first section is a basic introduction and overview of press release writing and distribution. The second section focuses on the individual components of a press release, with each chapter addressing a single press release element in depth. The third section examines a newer sub-set of public relations known as an SEO press release.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
2020 Social approach deck on how consumer brands are putting online communities instead of TV commercials at the center of their 360 degree marketing campaigns.
To get better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. This Masterclass exposes the hows, whys and whats of Twitter Analytics
A case study that attempts to understand the Indian Social Media scene. The fastest growing economy after China. India has the largest consumer of mobile phones and internet in the sub-continent. Here is a study that analyses how companies have done organic Social Media Marketing in the diverse indian social structure
Measuring Social Media for Brand AwarenessHootsuite
HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
The first section is a basic introduction and overview of press release writing and distribution. The second section focuses on the individual components of a press release, with each chapter addressing a single press release element in depth. The third section examines a newer sub-set of public relations known as an SEO press release.
An overview of mobile learning in 2015 with emphasis on how to create mobile learning using Adobe eLearning tools (Adobe Captivate and Adobe Presenter.) This is a general introduction, a bit of practical knowledge concerning Responsive Design, and a bit of forward looking speculation.
LINK to recording of presentation: http://adobe.ly/1AgTOXU
Navigating the Digital Landscape: The Role of Social Media in Modern Marketingabdulwaheedsq3434
In today's digital age, the marketing landscape has undergone a significant transformation, with social media emerging as a powerful force in shaping consumer behaviour and driving brand engagement. As businesses navigate the complexities of the digital landscape, understanding the role of social media in modern marketing is essential for staying relevant and competitive.
Innovative Social Media Marketing with H&M Innovance.pptxH&M INNOVANCE LLP
Social media has become an integral part of our daily lives, with millions of people around the world using platforms like Facebook, Instagram, and Twitter to connect with friends, family, and businesses. As a result, social media has become an essential tool for marketers looking to reach their target audience where they are most active.
In fact, studies show that social media has a significant impact on consumer behavior. According to a recent survey, 71% of consumers who have had a positive experience with a brand on social media are likely to recommend it to others. Additionally, 54% of social media users use the platform to research products before making a purchase. These statistics highlight the importance of having a strong social media presence for any business looking to succeed in today's digital landscape.
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The definitive-guide-to-social-media-marketing-marketoYING LUI ALAN SIU
The impact of social media transcends almost every aspect of our daily lives—work, politics, breaking news, and more. Today, it’s almost universally used—by consumers and brands—and is one of the most effective channels to connect with your audience.
Social media marketing offers marketers a vast opportunity to engage with their buyers, across the entire customer lifecycle, on the platforms they actively tune into for information. It's critical that, as a marketer, you know how to leverage social media marketing to build your brand, drive demand, and engage your buyers. This comprehensive, 90+ page guide is full of checklists, worksheets, advice from over 15 industry thought leaders, and examples to help marketers at any level, from beginner to expert, create and implement an effective social media marketing strategy.
How to create a social media marketing strategy
How to choose what social media platforms are right for your brand
What content you need to support your social media marketing
How often to post on social media (and how to create an editorial calendar)
How to measure the effectiveness of your social media campaigns
What team and tools you need to support your social media strategy
Social Media Marketing Role in Lead Generation is This Done .pdfFirstDigiAdd3
Social media marketing is just one part of a comprehensive lead-generation strategy. It should be integrated with other marketing channels and efforts to achieve the best results. As the social media landscape evolves, businesses should stay updated with the latest trends and best practices to maximize their lead-generation efforts.
Why Is Social Media Important For Small Businesses?MilesWeb
The pace of the world is quick. Traditional marketing is no longer effective, and social media marketing is the way of the future because it offers so many more advantages.
Social media marketing is all the rage these days, which represents how small businesses and consumers perceive, value, and use social media.
Social media influencers and content producers are finding new and consistent opportunities owing to the social media explosion. Social media influencer marketing has emerged as the ideal platform for companies looking to engage with customers and boost sales.
Even though B2B enterprises aim to sell their goods to other companies, B2B marketing is still based on interpersonal connections. Social media has always been used to foster the development of these connections, but last year, its significance increased.
B2B marketers wanted a way to communicate with prospects and partners without attending physical events. They discovered that social media channels were the best way to accomplish this.
Source:- https://www.milesweb.in/blog/social-media/why-is-social-media-important-for-small-businesses/
Unlocking The Power Of Social Media Marketing Strategies, Tips, And Best Prac...hireexpertseo
In today's fast-paced digital landscape, social media marketing has become an essential component of any successful digital marketing strategy. With the rise of online advertising and the widespread use of social media platforms, businesses have recognized the importance of leveraging these channels to reach and engage with their target audience.
SEO - One of the most powerful and effective digital marketing techniques. He...Andrea Berberich
How does Account Based Marketing (ABM) & Personalization fit in with your SEO/Search strategy?
What are your experiences when it comes to web architecture, taxonomy, foundational structure and strategy? How does it affect SEO?
How is the rise in videos and images affecting SEO?
Google is planning on rolling out Mobile First Indexing. Experts say that 5G will hit South Korea by 2018 and Europe will have it adapted fully by 2020. How will 5G affect SEO?
A brief summary of my top takeaways from the SMX Conference in San Jose, CA - Mar 21 - Mar 23, 2017 on voice search, serp-less search, amp, pwa, structured data (schema.org), and crawl-budget.
SEO Press Release by Andrea H. Berberich @webpresenceopti Andrea Berberich
PRs are no longer only broadcasting via PR Newswire. They also publish on many other channels like search engines, news channel websites, social media channels, partner websites & customer websites.
SEO Content Contributors by Andrea H. Berberich @webpresenceoptiAndrea Berberich
SEO is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page (SERP) such as Google, Bing/Yahoo, Yandex, Baidu, Naver, and other search engines.
http://seosemadvice.com
Basic SEO by Andrea H. Berberich @webpresenceoptiAndrea Berberich
SEO stands for Search Engine Optimization and everyone who uses the Internet will eventually use a search engine. SEO is a huge field and everyone who works in the digital sphere is impacted by the guidelines, findings and rules of SEO.
Social Media Analysis & Strategy - revised 1-14-14Andrea Berberich
This presentation is based on an existing company mainly a business-to-business model. Just recently it acquired a product that allows to tap into the business-to-consumer model. Product names, company name and other potential items are fictitious to keep the identity of this company protected.
Company name and products names are changed in this presentation.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to converge Media: 3 Steps to Bring Together Paid, Owned & Earned
1. 3 Steps to Bring Together Paid,
Owned and Earned
How to
converge
media
2. 2
The new world order of media and advertising demands that
brands experiment and search for new ways to drive consumer
engagement. As marketing and media strategy becomes ever
more important, brands must look for ways to optimize paid,
owned and earned media. Paid media is everything that you
spend advertising dollars on such as TV, radio, print, digital
advertising, and sponsorships. Owned media includes your
website and other “owned” assets, and earned media is defined by
the social amplification and interaction you “earn” through active
participation with your customers.
Marketers today face the biggest challenge when
trying to generate earned media, simply because
this is the medium you can’t pay for or control.
Brands must cultivate content that inspires consumers to
participate with the brand, thus generating actual expressions -
opinions, stories, photos, Tweets, and video that the brand earned
out of authentic appreciation and engagement with the consumer.
Today, brands aren’t utilizing earned media
to its full potential.
In fact, only 17% of Chief Marketing Officers believe that social
content is truly integrated across their marketing programs and
channels. So, there is a huge opportunity for marketers to drive
their brand and their business through social integration and
engagement to ultimately create the perfect paid/earned/owned
media combination.
How do you create the perfect “owned media” experience for
your customers, and what is the right formula for paid media
to maximize your earned media opportunity?
Let’s outline the plans here to help you and
your brand drive a social experience that
is best of breed…
3. “Converged media will happen and is happening;
if marketers do not take action, the effectiveness
of marketing efforts will suffer.”
— Altimeter Report “The Converged Media Imperative:
How Brands Must Combine Paid, Owned, and Earned Media”
Step 1.
Compose Experiences
That Inspire
Participation
4. Your owned media properties are a huge asset — here your
brand controls the content, brings focus to key messages,
and ensures you have a branded presence across channels.
In today’s fragmented media landscape, every digital
touch point that you own is an opportunity for consumer
engagement.
Are you making the most of all the possibilities
that your owned media space has to offer?
Managing Your Social “Destinations”
Consumers are everywhere, and they want to engage with
social brands. In fact, according to a study, 62% of consumers
are more likely to engage with brands that integrate social
media. So, make sure you have a strong and inspiring presence
there. Figure out which networks are most important to your
brand and prioritize your time and budgets accordingly. These
“destinations” (Twitter, Facebook, Pinterest and others) require
that you manage your brand and customer experience on
those sites, but there is a new way to engage with customers
and maximize your “owned media” experience. Let’s call this
the “social engagement experience” that you provide on your
own site or any digital surface you have access to.
Your Social Engagement Experiences
(Taking Social Out of Social Networks)
Beyond managing your brand experience on various social
networks and destinations, the next big frontier is bringing
every public social conversation from every network possible
back into your own website and owned media experiences
and not only doing it all in real-time, but also ensuring that
the content is relevant and safe.
We’ve outlined great case studies and examples of how some
innovative brands are already “taking social out of social”
and building owned media experiences that are driving strong
earned media results.
62%of consumers are more
likely to engage with brands
that integrate social media.
4
5. CASE STUDY
In an innovative move, Victoria’s Secret
seamlessly cross integrated popular social media
platforms to create a dynamic owned destination
fueled with earned media.
In order to engage their current audience while increasing
reach to new consumers, Victoria’s Secret built a social
experience for their Summer Breeze Campaign. Knowing that
a lot of their passionate fans were already on Facebook, they
decided to integrate a social hub around Twitter content from
their Facebook campaign page. The page hosted several social
media prompts such as a Mad-Lib and a Twitter poll where
visitors could choose the hottest summer lipstick shades and
Tweet their favorite summer destinations. By tapping into
their existing fan base on Facebook, Victoria’s Secret drove
participation on both social platforms — compounding
the amplification and overall engagement with their brand
and their summer campaign.
To generate momentum around their annual Fashion Show,
Victoria’s Secret again applied a cross-integration strategy.
This time, they built a customized Facebook tab that included
a dynamic grid of content curating pictures and fan photos
sourced from Instagram.
6. CASE STUDY
Pepsi wanted to align their brand with all things pop-culture
and generate relevant content to engage consumers year
round, beyond one off campaigns. In partnership with Mass
Relevance’s Social Engagement Platform, Pepsi followed
a three-step process to do this.
First, they pulled all customer comments and conversations
about Pepsi from social media platforms - Tweets from
Twitter, photographs from Instagram, and comments from
Facebook. After capturing the conversation, Pepsi then filtered
out the noise. They set rules within the platform to get rid
of irrelevant conversations and filter in compelling content.
With their customers’ aggregated social voice, the third step
was to showcase the remaining content onto an inspiring
experience that could be distributed on any digital platform -
one that not only displayed that content, but also encouraged
customer engagement and amplification. The outcome - Pepsi
successfully leveraged owned media alongside earned media
in order to reach their consumers and amplify buzz around
topics and events they knew were important to their target
customer segments.
Through the integration of paid, owned, and
curated earned media, the brand is reaching
an average of 1.5 million consumers a day by
discovering and re-displaying social content
in real-time.
7. Step 2.
Integrate Social
Into All Marketing
Channels Events
Be a Hero
Most marketing executives are trying to find ways to integrate
and build social experiences everywhere they can. If they can
do this successfully, they will provide a mutually beneficial
relationship to the brand and the brand’s consumers. As Mass
Relevance CEO Sam Decker noted, “When you integrate social
content (earned media) into your owned media… you are
giving customers the social proof they need to be engaged
and interested, because what they are watching is a reflection
of themselves.” Once customers see that they are recognized
and valued by the brand, they are more likely to participate —
benefiting both the consumer experience with the brand and
the brand’s reputation as well.
Every brand has an annual marketing calendar and there
is a lot on that calendar. As a marketing and/or social media
leader, what opportunities should you be thinking about
for integration?
Let’s take a look at key marketing activities that
are crying out for social integration…
8. Marketing Campaigns
What are your brand’s major marketing campaigns? Usually
there are at least three or four big campaigns every year.
What is your “social layer” on top of these campaigns?
Product Launches
What new and innovative products is your company launching
this year? How can you integrate social media and social
content onto these launches to generate and amplify consumer
awareness, buzz, and excitement?
Store Openings
If your brand plans to open any stores in 2013, how will you
publicize this event? Using social media to garner the consumer
voice not only gives you the opportunity to reach widespread
audiences, but it also allows customers to interact with
your brand, your media experience, and your new store
in numerous ways.
Special Events
Victoria’s Secret Fashion Show. The Masters. MTV’s People’s
Choice Awards. Think of the big events that are important
to your audience and therefore, your brand. How are you
leveraging social engagement before, during, and after
your special events?
Key Holidays
On holidays, brands have the unique opportunity to engage
with existing customers and build relationships with new
demographics through impactful marketing initiatives. How will
you utilize social content during the holidays to propel sales?
Deals Promotions
Everyone loves a sale, a deal, or a promotion, so what better
way to optimize word-of-mouth content than through social
media? Utilize this valuable asset with immersive social
experiences that allow customers to interact, connect,
and share brand affinity and gratitude for your promotion.
Everyday Conversations
This one is key. Every week is an event or an opportunity
to engage with customers on topics they are passionate
about. Whether you build a Tweet powered QA, throw out
an interactive Mad-Lib, or launch a simple photo wall, if you
create ways for your customers to engage with you, they
will do just that.
Start at any one of these points, and once you begin to share
the experiences that you’ve built inside your organization, your
colleagues will quickly want to leverage this new technology
for their own initiatives as well.
Let’s check out some brands that have done
a fantastic job of leveraging social across
a variety of platforms…
Social Integration Checklist
8
9. CASE STUDY
Across HSN’s owned digital properties, such as their
eCommerce website, mobile site, Facebook page, and televised
studio sets, they have integrated social media in order to drive
content discovery and higher consumer participation.
Real-time social integration on these channels enhances
the customer experience and re-defines digital shopping
with immersive social eCommerce at every step of the
purchase path.
Driving deeper engagement with their brand, HSN also
displayed Tweets on air during a Michael Bolton concert.
This multichannel integration effort
successfully encouraged customer engagement,
participation, and loyalty.
10. CASE STUDY
Patagonia implemented a multi-
dimensional campaign to inspire brand
affinity, drive participation, and promote
environmental activism.
Partnering with the popular band Wilco, Patagonia launched
the I Vote the Environment campaign, encouraging participants
to Tweet why they love the environment, which then appeared
onto screens flanking both sides of Wilco’s concert tour
stage. Additionally, Tweets with the hashtag “#BecauseILove”
appeared on digital screens in Patagonia retail stores,
encouraging in-store shoppers to Tweet and engage with
the brand. Reaching across digital, social, and physical
destinations, Patagonia empowered consumers to rally around
a common cause. As a result, Patagonia drove immense
amounts of traffic to their earned media, generating more
than 10 million impressions of user-generated, brand relevant
content. Additionally, they saw an extremely high engagement
rate of over 8,000 Tweets and over 3,000 Tweets with photos
shared through their hashtag.
11. Step 3.
Pay to Fuel Your
Owned/Earned Engine
Utilizing paid media to drive participation and traffic back to
your website or other integrated social experiences completes
the owned, earned, and paid media trifecta. Whether it’s your
existing media or external marketing efforts, promoting your
social experience ensures traffic and success.
12. Before you start spending outside advertising dollars,
go through the assets that your brand has at its disposal and
see how much you can leverage. Here are some examples:
Broadcast Media
Add a simple Twitter hashtag to the bottom of a TV spot to
encourage customers to Tweet. Or, mention a hashtag or a URL
on radio spots where customers can go to join the conversation
related to a campaign or special event.
Print Media
As with broadcast, get some space on any printed advertising
to promote a URL and/or hashtag.
Digital Media
Make sure you leverage your email database and your website
to promote your social experience. In addition to this, use your
own company employee email signatures and add a link to
your social experience if possible.
Social Media Channels
Of course, leverage your own Twitter account and Facebook
page to promote your new social owned media experience.
Spokespersons
Does your brand work with any athletes, celebrities, or other
types of spokesmen who would be willing to leverage their
social reach to promote your experience?
Partners
What partners do you have that would be willing to promote
your experience for you? If you are a manufacturer, what
retailers do you work with that you could lean on to give you
free advertising to their audiences?
Now Add Targeted Marketing and Advertising
After leveraging your existing assets, it’s time to gain your
customers’ attention with paid media, such as Twitter
Promoted Products or Facebook advertisements. This native
advertising inside social platforms is particularly successful
because rather than acting as a disruptive banner or pop-up
ad, it is complementary to the user experience. More so, it
is actually a part of the user experience — it fits, organically
belongs, and does not interrupt the consumer’s flow.
Several brands have successfully integrated paid
media in order to gain their customers’ attention
in the social sphere and drive traffic
and participation…
Leverage Your Own Media First
12
13. CASE STUDY
In conjunction with their Olympics sponsorship,
GE implemented several innovative social
experiences to immerse viewers into the Games.
With a “Constellation” showcasing lighting technology that
visualized the social pulse of Twitter activity and with the NBC
Twitter Tracker initiative, GE built a meaningful brand
experience that was both fun and participatory. In addition, GE
launched the HealthyShare campaign to encourage participants
to pledge and promote active health. In order to draw an
audience to their microsite, GE purchased a variety of Twitter’s
Promoted Products, successfully driving fans to the movement.
14. CASE STUDY
The Big Ten Network created the BTN Connect,
a second screen experience for Big Ten fans,
in order to provide a social hub that allowed
fans to interact with the stats, buzz, and social
chatter surrounding their favorite schools
and sports teams.
Capturing social conversation using multistreams, polls, trends,
spotlight Tweets, Twitter QA, an activity map, and photo
walls, BTN Connect was the ultimate interactive destination.
By leveraging Twitter’s Promoted Products, BTN ensured a
high participatory rate and a large amount of traffic.
15. Because your consumers are already on social media sites,
utilizing targeted marketing efforts such as Twitter’s Promoted
Products or Facebook’s advertisements are a sure way to
amplify your social experience, connect with your customers,
and drive unprecedented traffic.
Integrating real-time, social content within the brand and
advertising experiences increases ROI by transforming the
“owned” destinations into more participative and amplifiable
assets. As social integration becomes a more necessary
component of marketing, integrated media strategies that
drive content, customer conversations, and engagement will
come out on top, and those that combine owned, earned, and
paid media will be the winners.
The ultimate end game is to integrate real-time earned media
surrounding your brand across paid and owned platforms.
Successful brands will find ways to capture
and maximize the most valuable asset they have
— the customer voice.
In SUMMARY
16. POWERING SOCIAL EXPERIENCES
FOR BRANDS
Mass Relevance is the leader in social media curation and
integration. Brands in virtually every sector from entertainment
to media to retail are partnering with Mass Relevance to drive
real-time engagement. Using our platform and products, brands
create visually compelling social experiences that can
be displayed anywhere.
Whether it is on a brand’s website, on a stadium screen,
Times Square or on a television show, the Mass Relevance
platform and products get brands results.
Mass Relevance played an integral part in providing social media
curation and integration during the 2012 Olympics and the
recent presidential elections. Partnering with hundreds
of brands including GE, Patagonia, Victoria’s Secret, and Major
League Baseball, Mass Relevance continues to make sure brands
are on the cutting edge.
@massrelevance
massrelevance.com
(888) 330 6441
800 Brazos Street, Suite 340
Austin, TX 78701
Request a demo
See how you can make your
earned media work harder