IABC presentation selecting social media platforms

FEB / 21 / 2013

Selecting Social Media
Platforms
That meet business goals and client expectations

Presented by Jenna Rutschman to IABC

Tuesday, February 26, 13

Agenda 01 What we are Talking About Today
02 Setting up a Campaign
03 Target Audience
04 Content
05 Selecting Platforms
06 Case Study
07 Oﬀ the Beaten Path


Overview for Today

Description
This presentation will explore the proper use of consumer segmentation, the
importance of carefully crafted content, and how to engage your intended
audience by choosing the most appropriate social media platforms.

Key Takeaways:
• How to utilize simple consumer insights to help select the best social media platforms
for your business
• How to identify your business’ key segments and how to ﬁnd those individuals on
social media
• How to utilize social media platforms as a way to achieve business goals and obtain
actionable results


Social Media | Setting Up A Campaign

Let’s do social media? Facebook? Pinterest?
Twitter? Linkedin? SlideShare? Instagram?
Google+? Yelp?

• What is your goal?
• What will success look like?
• How will you measure success?
• What will be considered successful execution
of social media?
• Where is your content coming from?
• What is the level of comfort with social media
within your organization?
• Who are your resources?
• How long to you have to achieve your goal?
• Has everyone mutually agreed on the goal(s) of
the social media campaign?

6

Social Media | Determine Goals

• Determine goals for each platform
• Ensure each stakeholder agrees on goals
• Set timeline to achieve goals
• Set benchmarks to measure goals against
• Set reporting guidelines
• Determine available (and willing) resources
• Set target audiences and personas
• Develop brand voice guidelines
• Create and curate content

7

Target Audience | Understanding Your Audience

Identifying your target audience is the Total Population

foundation for any business’ sales and
marketing plan Potential

• You can’t afford to target everyone
Available
• Focus on a specific market that is more
likely to buy from you Qualified

• Look for common interests and behaviors
• What problem are they trying to solve Targeted

• Who are your competitors targeting
• Define demographics and psychographics
Penetrated
• Determine the right channels and marketing
messages that will resonate with them
• Content efforts will be fundamentally
flawed if you do not pinpoint the audience
you are producing content for

9

Target Audience | Persona Example B2B
Profile
Jill Jill has 10 years of experience in all aspects of drug development for biologics,
Director of Clinical Affairs pharmaceuticals and devices. Her experience includes 5 years of data management
experience as as well as several years within domestic clinical trial management. Her
areas of expertise include oncology, gastroenterology, ophthalmology, dermatology and
infections diseases. Jill is responsible for defining the clinical trial strategy and
management of all clinical studies being conducted by her company. She manages moth
the operational and logistical tasks of clinical development to ensure efficient execution
of trials within established budgets and timelines including partner relationships /
management.

She is comfortable with technology, and frequently uses the Internet for networking,
industry related conversations and to keep up-to-date regarding industry guidelines. She
uses Linkedin to keep up-to-date for networking and within important groups such as
Demographic Biotechnology, Pharmaceuticals.

Age Education Children Digital Habits
32-42 BS No
Masters • Highly educated women are likely to use social • 51% search information for their job
of media platforms for both work and personal
Science use - 65% • 90% use a search engine to find information daily

• As part of Gen X she is an information seeker • 84% research products

• Quicker to make online purchases than • 94% use email
Source - Pew Research Center, comScore, Linkedin women. Purchase is more of a tactical decision
for men

Target Audience | Persona Example B2C
Profile
Cody Cody is a junior at the University of Arizona he is an active member in his fraternity, is a
College Student dedicated student and takes every opportunity to soak up the Arizona sun with outdoor
activities. Cody enjoys skateboarding, mountain biking, snowboard, wake skating, road
biking and hiking.

He spends most of his free time outside and prefers to stay connected on the go with his
mobile iPhone and his iPad. For school he focussed on getting his work done on time and
efficiently often using the campus computing center and his laptop to stay on top of his
busy coarse load.

Cody relies heavily on other outdoor enthusiasts recommendations for equipment and
what brands to buy on his tight college budget.

Demographic

Age Education Relationship Digital Habits
18-24 Eller School Single
of Business • 59% of Millennials own smartphones • “I am a social creature both online and offline”

University
of Arizona • 60% rate brands online • 53% will explore brands socially

• 42% watch TV online • 79% use social media

• Highly influenced by user-generated content
Source - Pew Research Center, comScore


Target Audience | Understand Your Consumer

• Get inside the consumer mindset
• Be observant
• Use available research and resources
• What is their “want” or “need”
• Develop and use a persona(s) model
• What is your indented goal for each persona?


Content | Mix N’ Mingle


Content | Unified Message

Content Strategy ensures that all brand
executions have a unified message across
the platforms where consumers search for
information.

As Bryan Eisenberg states do the “sucking
wind” checklist:
• Do you offer a clear and valuable message?
• Have you established trust and credibility?
• Have you answered all the main objectives?
• Have you addressed the emotional “ownership” of
the sale?
• Have you substantiated your claims?
• Have you made the next steps clear?
• Could you have said the same thing in one-third of
the words?


Creating A Social Ecosystem | Overview

• What is the right platform for your brand?


Source: 2013 Content Marketing Institute/MarketingProfs

Creating A Social Ecosystem | B2B
Percentage of B2B Marketers Who Use Various Social Media Sites to Distribute Content

0 30 60 90

2011 2012

Source: 2013 Content Marketing Institute/MarketingProfs

Creating A Social Ecosystem | B2C
Percentage of B2C Marketers Who Use Various Social Media Sites to Distribute Content

0 30 60 90

2012

Creating A Social Ecosystem | Usual Suspects

Facebook is changing, goals must be detailed and marketing dollars are likely
needed for growth. Content is king (and queen) on Facebook so is
understanding what makes your audience tick. Goals and results must be
mutually agreed and tracked diligently.

Personally I think Twitter is best used as a content syndicator and for customer
service listening and responses.

Videos are not all made equal. YouTube is a huge search engine and video
should be arranged properly and your channel needs attention. YouTube is not
a set-it and forget-it.



Your virtual rolodex. It is worth investing your time into Linkedin especially for
B2B marketers but also for recruitment. Be part of the conversation. A great
way to curate content and link SlideShare.

The “dark horse” behind Facebook. Google+ has grown in engagement 50%
from 2011 to 2012. Purely for the SEO play it can’t be ignored. For B2B and B2C
Google+ has some unique and great features using Hangouts and optimizing
content for your Circles. Don’t underestimate the power of Google.

Share your documents, PDFs, powerpoints and webinars within SlideShare.
Companies like NASA and the US Army and Navy are hip to it. So is IBM and
Cisco. Great for SEO beneﬁts and easy to link to partner sites like Linkedin.



Pinterest! Who doesn’t love Pinterest. Pinterest is a fantastic way to reach your
target audience, seed content and get quality leads to your site....IF....Your
target demo matches the Pinterest demo and your product is visual. Very
visual.

tumblr lets you effortlessly share anything and thusly lets you also effortlessly
indulge in content effortlessly. Similar to Pinterest, tumblr is very visual in
nature and is also best if your brand and company like to disperse rich but small
snip-its of content.

What feels like the “it” application right now. The Millennial generation is eating
up Instagram. Since their parents have ruined Facebook Instagram is there to
hotspot. Rich visually, creative and just enough voyeuristic to get the
audiences ticking. Fantastic for brands that have avid employees who can snap
using instagram as the brand voice.


Creating A Social Ecosystem | Overload


Creating A Social Ecosystem | B2B Overview

Company: Statistics & Data Corporation

Goals:
• Get involved in the conversation
• Connect with rolodex online
• Utilize momentum from trade shows
within social media
• Lead generation


Creating A Social Ecosystem | B2B Recommended

YouTube is a Future Secondary Platform Recommendation

Creating A Social Ecosystem | B2B Persona
Profile
Jill Jill has 10 years of experience in all aspects of drug development for biologics,
Director of Clinical Affairs pharmaceuticals and devices. Her experience includes 5 years of data management
experience as as well as several years within domestic clinical trial management. Her
areas of expertise include oncology, gastroenterology, ophthalmology, dermatology and
infections diseases. Jill is responsible for defining the clinical trial strategy and
management of all clinical studies being conducted by her company. She manages moth
the operational and logistical tasks of clinical development to ensure efficient execution
of trials within established budgets and timelines including partner relationships /
management.

She is comfortable with technology, and frequently uses the Internet for networking,
industry related conversations and to keep up-to-date regarding industry guidelines. She
uses Linkedin to keep up-to-date for networking and within important groups such as
Demographic Biotechnology, Pharmaceuticals.

Age Education Children Digital Habits
32-42 BS No
Masters • Highly educated women are likely to use social • 51% search information for their job
of media platforms for both work and personal
Science use - 65% • 90% use a search engine to find information daily

• As part of Gen X she is an information seeker • 84% research products

• Quicker to make online purchases than • 94% use email
Source - Pew Research Center, comScore, Linkedin women. Purchase is more of a tactical decision
for men

Creating A Social Ecosystem | Plan of Attack

• LinkedIn
• Finish and optimize profile
• Connect with rolodex
• Test Paid Marketing Campaign

• Google+
• Set up Google+ profile and start creating and curating content
• After speaking engagements invite a select group of qualified and interested
prospects and industry thought leaders to a hangout surrounding specific topic

• SlideShare
• Set up SlideShare account and upload past speaking engagements
• Link SlideShare to LinkedIn

• Quora
• Consider having staff monitor and answer questions within Quora
• Helps create content ideas, interest and awareness of SDC


Creating A Social Ecosystem | Recap

• Understand your target audience and how they consume social media
• Relate all activities and tactics back to strategic pillars and goals
• Be results driven even if your client isn’t
• Measure, test and reﬁne
• Don’t be afraid to...fail


Creating A Social Ecosystem | B2C Overview

Depth of Trial
Increase closed-toe awareness amongst loyalists from 56% to 75%
New Prospects
Increase brand awareness from 19% to 25%
Young Up
Increase consideration of younger outdoor consumer (16 to 24)
from 10% to 15%
Build Online Community
Increase Facebook following - 100k+


Under the microscope
Analyzing your social situation

Ambassadors

.com
Teva social media ecosystem

Blog
Measure Employee
driven
Facebook fans – Traffic to teva.com – Traffic to Teva blog – content Athletes
Facebook advertising click through rate – Facebook Product
engagement per post – Facebook "Talking About This" Photos
media
engagement number – Facebook demographic: Youngin' Up the
Brand – Teva loyalist awareness of closed toe shoes – Teva social Video
engagement with outdoor enthausists – Teva social audience
Customer
embracing brand promise of “Live Better Stories” service
driven
Twitter

Goals
Continue to increase fan following by 20,000 for the ﬁrst quarter and 10% each
additional quarter while maintain a “Talking About This” rating average of 4,000 or Advertising
above. (Terralever recommends reassessing the goals quarterly to account for
unknown changes within Facebooks Algorithm and provide the most concise goal as
possible.) – Increase closed-toe awareness among loyalists – Increase brand awareness –
Daily
Increase consideration of younger outdoor consumer (18 -34)
variable
posting

Creating A Social Ecosystem | B2C Persona
Profile
Cody Cody is a junior at the University of Arizona he is an active member in his fraternity, is a
College Student dedicated student and takes every opportunity to soak up the Arizona sun with outdoor
activities. Cody enjoys skateboarding, mountain biking, snowboard, wake skating, road
biking and hiking.

He spends most of his free time outside and prefers to stay connected on the go with his
mobile iPhone and his iPad. For school he focussed on getting his work done on time and
efficiently often using the campus computing center and his laptop to stay on top of his
busy coarse load.

Cody relies heavily on other outdoor enthusiasts recommendations for equipment and
what brands to buy on his tight college budget.

Demographic

Age Education Relationship Digital Habits
18-24 Eller School Single
of Business • 59% of Millennials own smartphones • “I am a social creature both online and offline”

University
of Arizona • 60% rate brands online • 53% will explore brands socially

• 42% watch TV online • 79% use social media

• Highly influenced by user-generated content
Source - Pew Research Center, comScore


Creating A Social Ecosystem | Goals

Goals: Depth of Trial
Increase closed-toe awareness amongst loyalists from 56% to 75%


Goal: New Prospects
Increase brand awareness from 19% to 25%



Goal: Young Up
Increase consideration of younger outdoor consumer (16 to 24) from
10% to 15%



Goal: Young Up
Increase consideration of younger outdoor consumer (18 to 34) from
10% to 15%


Creating A Social Ecosystem | Recap

• Showcase new products in a non-invasive way
• Sandbox content
• Speak their language
• Understand your brand voice and be willing to poke fun
• Agree on strategies that map to tactics that track to goals and relate them all
together with results
• Measure, test and reﬁne


Oﬀ the beaten path....

• Creative & Light
• Simple content
• Connect with brand advocates
• A few doing it well:
• Madewell & JCrew
• Anthropology
• Vans
• Whole Foods
• Target
• Coca-Cola
• Land Rover



• Vine Twitter’s new video app
• Similar to GIF-like looping video
experience (6 seconds)
• Great for early adoption
(launched end of Jan, 2013)
• Set benchmarks and continue to
test and refine
• Perfect for the age of expression
• Using Vine: Buffalo Exchange,
Urban Outfitters, Red Vines, The
Daily Beast, Buzzfeeed



• Largest network for local groups
• Easy to organize
• Revitalize local community and
help people self-organize
• A few using MeetUp:
• Instagram
• The Sims Social
• Nintendo 3DS
• Foursquare
• Etsy
• Mashable



• deviantART was created to entertain,
inspire and empower the artist in all of us
• Founded August 2000
• 25 million registered members
• 65 million unique visitors
• Millennial’s (Gen Y) are all over this site
• Ways to use deviantART
• Dr Pepper tapped into the tool for
crowdsourcing art
• Red Bull (illustration)
• Partners with Google+ to easily curate
content

Thank You

Jenna Rutschman
Account Strategist

jennar@Terralever.com
480.334.7001


IABC presentation selecting social media platforms

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