The document summarizes key points from a social media workshop discussing challenges and best practices for social media marketing. Some of the main challenges discussed include C-level executives not viewing social media as a long-term relationship building tool and instead using it only for campaigns, and difficulties measuring ROI. Best practices outlined include developing content for different social media platforms like LinkedIn, Facebook, Twitter and video. The discussion also emphasized the importance of understanding target audiences, defining clear objectives and key performance indicators, and taking a converged media approach that leverages owned, paid and earned channels in a coordinated way.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
For brands today, the complexity of social business is steadily compounding. For every additional variable — each account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report includes four case studies that demonstrate how brands are addressing social media proliferation.
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
Not just another hysterical 'Social Marketing is King' declaration. The presentation aims to encourage: integration, personalisation and consistency with Social Messaging, as a means to storytelling effectively and as a result, reaching wider audiences and adding value and meaning to brands.
The concept has helpfully been summarised in a single phrase: “Inbound marketing is a digital strategy with an aim to securing the attention of an appropriate audience and converting this audience into customers through the use of high-value added content”, or to put it more simply: marketing that customers actually welcome.
Engaging Communities around Co-Creation & CrowdfundingSimone Moriconi
How coworking spaces can be the honeycomb for co-creation process and successful crowdfunding campaigns: my presentation for H-CAMP Acceleration Program 2015 / Mentoriship Startup H-FARM.
Social Media and Content Marketing Strategy - An IntroductionThomas Webster
An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.
Digital Strategy - Lecture 1 - The New Digital LandscapeAndy Lima
Lecture delivered on 28/09/2106 - format: debate and discussion
Leeds Business School
Exploring the new digital environment, disruption and innovation
(It works better when used with articles, reports and videos about disruption)
Several articles on disruption and innovation was used to guide students thoughts throughout the lecture.
Social media marketing tech tools and optimization for search enginesManjitsing Valvi
Various Technical tools useful for social media marketing are explained. Also optimization of social media for search engines for better results are explained
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Social Media & Marketing to a Digital GenerationJames Burnes
James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.
Social Media and the Customer Journey
Recognizing the notion of a customer journey within social media is bringing great reward to organizations. Connect with customers seamlessly across platforms, channels & departments for unrivalled customer experience.
50+ leading corporate speakers | 15 C-suite Executives | 350+ Corporate Peers | 4 tailored tracks
More info here: http://ow.ly/I0f0X
For brands today, the complexity of social business is steadily compounding. For every additional variable — each account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report includes four case studies that demonstrate how brands are addressing social media proliferation.
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
Not just another hysterical 'Social Marketing is King' declaration. The presentation aims to encourage: integration, personalisation and consistency with Social Messaging, as a means to storytelling effectively and as a result, reaching wider audiences and adding value and meaning to brands.
The concept has helpfully been summarised in a single phrase: “Inbound marketing is a digital strategy with an aim to securing the attention of an appropriate audience and converting this audience into customers through the use of high-value added content”, or to put it more simply: marketing that customers actually welcome.
Engaging Communities around Co-Creation & CrowdfundingSimone Moriconi
How coworking spaces can be the honeycomb for co-creation process and successful crowdfunding campaigns: my presentation for H-CAMP Acceleration Program 2015 / Mentoriship Startup H-FARM.
Social Media and Content Marketing Strategy - An IntroductionThomas Webster
An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.
Digital Strategy - Lecture 1 - The New Digital LandscapeAndy Lima
Lecture delivered on 28/09/2106 - format: debate and discussion
Leeds Business School
Exploring the new digital environment, disruption and innovation
(It works better when used with articles, reports and videos about disruption)
Several articles on disruption and innovation was used to guide students thoughts throughout the lecture.
Social media marketing tech tools and optimization for search enginesManjitsing Valvi
Various Technical tools useful for social media marketing are explained. Also optimization of social media for search engines for better results are explained
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Social Media & Marketing to a Digital GenerationJames Burnes
James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.
Social Media and the Customer Journey
Recognizing the notion of a customer journey within social media is bringing great reward to organizations. Connect with customers seamlessly across platforms, channels & departments for unrivalled customer experience.
50+ leading corporate speakers | 15 C-suite Executives | 350+ Corporate Peers | 4 tailored tracks
More info here: http://ow.ly/I0f0X
Description: With so many digital marketing channels for communicating your brand and online content platforms to choose from, it is difficult to determine which are best for your business.
In this lesson you will learn how to be strategic in choosing your digital marketing channels and why it’s important to be intentional about your choices.
After completing this lesson you'll be able to choose the best platforms to accomplish your goals, as well as other factors to consider, and questions to ask before making your digital marketing choices.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
http://synthesio.com/corporate/en/resources/#guides | Intelligence on social media interaction is constantly evolving. In the increasingly interconnected world we live in today, the need for a model to encompass this topic has become very relevant for businesses and organizations. Synthesio answers this with the social intelligence maturity model.
Badrina Social Media Planning PresentationEddy Badrina
Social Media Planning presentation at the Richardson Chamber of Commerce. Geared towards small businesses and entrepreneurs, this conversation goes through the planning and strategic aspects of implementing social media tools.
The Corporate Social Media Summit New York 2010Nick Johnson
A complete brochure for the first Corporate Social Media Summit, held in New York in June 2010.
The brochure highlights the 30+ corporate speakers contributing (including Whole Foods, Nokia, McDonald's, Johnson & Johnson and more), and the core topics discussed over the two days (including implementing an internal strategy on social media use, controlling reputation online, and establishing social media value).
For more on the Corporate Social Media Summit series, go to http://events.usefulsocialmedia.com/conferences/
Social Media Marketing is one of the essential ways to grow your brand. Social Media Marketing is very important that it has made so many move form nothing to something gigantic. Why so many business owner still like that strategy.
But don't worry I have gotten it to your door step.
Follow me here and buy more of my book to change your business live
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https://www.amazon.com/author/amazon.commarlinlsanders
Why social media? The average U.S. consumer spends 15 hours per week on social media. It is where your customers are. This ebook is intended to help you navigate the ever-changing landscape of social media.
Ben is de onbetwiste data scientist van de publieke data en sprak tijdens CXO Summit op 9 februari meer over:
• Hoe kan data de besluitvorming beïnvloeden binnen de bestuurskamer?
• Kunnen gegevens een rol spelen in het verbinden van verschillende leden van de Raad van Bestuur voor beter leiderschap?
• Hoe werkt het bestuur van de toekomst ten aanzien van ‘managen’ van data? Wat kunnen ze leren / wijzigen / veranderen?
Hier kunt u zijn presentatie nogmaals bekijken.
Willem van Enter heeft tijdens de CXO Summit gesproken over hoe hij met OutSystems digitale transformatie snel realiseert en tijdens het proces vele pijnpunten zoals financiële en concurrentie dreigingen gladstrijkt. Als terugblik kunt u hier zijn presentatie bekijken.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Recruiting in the Digital Age: A Social Media Masterclass
IDG NL Social Business
1.
2.
3.
4.
5. Social Media Workshop
24.5.15 Amsterdam
Transcript „Employeesareoftenbeingmissedwhenitcomestosocial“
„MostlyemployeesdoSocialMediaactivitiesnexttotheirdailyjob“
„C-LevelstillthinksSocialMediaisforfreeanddoesn’tneed
additionalresources/budget“
„Whenyoustartaconversationonsocialnetworkswithclients,
thereisthepressuretotakeitofflinetocreatealead“
„BoardmemberoftenthinkthatonSocialChannelsInputisequal
Output(Youspend10Kandyougetatleast10K)“
Challenges
Approach of Social Media„C-Levels often use Social Media Marketing for campaign support and not as
a long term relationship with their target audience“- Relationship building is long-term goal, need to get beyond quarterly
campaign limitations by establishing short and long range goals- Paid Social Advertisement more like a traditional media strategy, can turn
on and off
Audience
„How to treat different audiences like Journalists, Influencers etc. on Social?“
- Get to know your followership
- Categorize followers
- E.g. contact Journalists directly via DM when you have news
„Companiesoverarchitectthings
andendupdoingnothing“
- Start small, define scope and then scale
„Content&activitiesstartstrongandthenyoucannotkeepup
withit“
- Create an editorial calendar to plan your content and community
activities
- Use different content formats (measure what is working, be
creative) to keep users engaged and motivated
ROI of Social Media
„B2B Social Media KPIs: everybody has a different
understanding of KPIs on Social. Many do mix up KPIs
with metrics, but metrics are no goals. When they
don’t know they check what the competition is doing
and do the same.“
„How do we show the ROI of Social Media?“
Define clear objectives for activites on Social Networks, what is your longtme goal?
What are the milestones? Which metrics do you need? Is there a definition of your
KPIs?
Usage of Facebook
Facebook is being used more for paid advertising only
and in terms of communities be seen as B2C
- Recommendation to pay attention to the evolution of
Facebook, as they are constantly improving their
targeting, adding more and more business relevant
functionalities and becoming a media house. Based on
Facebooks´ rather personal/private approach, companies
do have the option to add a personal
touch that can help to differentiate
from competitors.
LinkedIn
isseenastheprimaryB2BSocialNetwork.Workingwellforcommunities,butpaidsocialactivitiesarenotworth
theinvestmentcomparedtolessexpensiveoptionsonTwitterandFacebook
Twitter
agile&fast
News-driven
LeverageMultipleVoices-Journalists,
Influencers,ThoughtLeaders
What does work for your business on Social
Media?
„AcombinationofusingLinkedIn/Twitter/FB(mostlypaidAds)->then
sticktoactivitiesthatworked“
„Providecontexttosomethingyouareshowing,notjustpostoutofthedark“
„Teammembersgetabonuswhentheyacquirenew
memberstocorporateLinkedIngroup“
„EmployeeAdvocacyProgramwhereemployeescaneasily
sharecompanies’updates(viaplatform)“
8. SOCIAL MEDIA LANDSCAPE
The face of social media continues to evolve at a rapid pace—rise of Big Data,
Content Marketing and an ever-expanding solution set complicate the search
for meaningful ROI.
At the same time, social media finally shows it’s growing up to become a full
fledge marketing channel.
The industry has been slow to respond.
9. 3
EVOLVING EXPECTATIONS
2016 Prediction From Forbes:
Marketers Will (Finally) Recognize Social Media as a Channel, Not a Strategy. Social media isn’t
marketing, and it doesn’t work as a “strategy” on its own—something that seems to have finally
sunk into the collective marketing consciousness.Social media is one platform of many, a tactic that
does a great job of supporting broad campaigns but flounders by itself. This distinction will shape
marketing strategies and budgetary considerations in 2016.*
*Top 10 Marketing Trends that will Shape 2016, Nov 3, 2015
11. 55
Mobile Penetration
Percentage of mobile users:
89%
Facebook
88%
Twitter
40%
YouTube
80%
Pinterest
100%
Instagram
50%
LinkedIn
B2B buyers participate in work-related social
networks & forums through their phones 47%
who follow brands on social media platforms are more
loyal to those brands53%
Average number of social media
accounts per user
5.54
people have one or more
active accounts1.7 billion
SOCIAL STATS REVEAL
A FRAGMENTED, MOBILE AUDIENCE
12. 66
KEY CHALLENGES IN
SOCIAL MARKETING
86% of B2B
Marketers are
Using Content
Marketing!
77% of B2C
Marketers are
Using Content
Marketing!
Increasing Complexity
Effectiveness Disconnect
Quality Content at Scale
13. 77
16%
26%
17%
19%
12%
8% 2%
DAILY
MULTIPLE TIMES PER
WEEK
WEEKLY
MULTIPLE TIMES PER
MONTH
MONTHLY
LESS THAN ONCE PER
MONTH
UNSURE
HOW OFTEN B2B MARKETERS
PUBLISH NEW CONTENT
CHALLENGES THAT B2B MARKETERS FACE
MEASURING CONTENT EFFECTIVENESS
PRODUCING A VARIETY OF CONTENT
LACK OF BUDGET
GAPS IN KNOWLEDGE AND SKILLS OF INTERNAL TEAM
FINDING TRAINED CONTENT MARKETING PROFESSIONALS
LACK OF INTEGRATIONACROSS MARKETING
LACK OF BUY-IN/VISION FROM HIGHER-UPS
TECHNOLOGY-RELATED CHALLENGES
PRODUCING ENGAGING CONTENT
PRODUCING CONTENT CONSISTENTLY
54%
50%
49%
42%
41%
34%
32%
30%
29%
20%
SOCIAL MEDIA DRIVES CONTENT
QUALITY AND QUANTITY
15. 99
Usage is Changing
Trends over the past 10 years
for marketers seeking to deploy
various social media objectives
reflect shifting priorities of the
marketing landscape.
Application?
Social Media is not a one trick
pony. Key is to leverage across
multiple marketing objectives.
Interest Over Time
Lead
Generation
Engagement Sentiment Awareness
Content
Marketing
TRENDS IN MARKETING FOCUS
16. 1010
Emerging Trends in Social Media KPIs
Reach/
Amplification
Engagement/
Advocacy
Demand
Generation
Community
Activation
(Creation)
Community
Management
Social
Content
Management
TOP 6 MARKETING PRIORITIES
17. 1111
Reach/
Amplification
Engagement/
Advocacy
Demand
Generation
Vertical Funnel Activities
Social KPI Driven Solutions
11
ALIGNING TO CUSTOMER MARKETING PRIORITIES
Amplificationof
messages, largely
defined by the
ability to drive
contextual
awareness, reach
IDG Metrics:
• Primary and Amplified
Reach, Impressions,
Views
Reach/
Amplification
Focused on
various types of
audience
engagement with
or reaction to
content
IDG Metrics:
• Likes, Tweets, Thumbs
Up, Follows, Joins,
Comments, Shares
Engagement/
Advocacy
Traditionally
defined leads and
softer forms of
social registration
IDG Metrics:
• Leads, Social Network
Joins, Community
Memberships, Event
Registrations,
Appointment Setting
Demand
Generation
Content creation
designed to work
across social
platformsand other
marketing channels
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation
Social Content
Managing existing
community
platforms,social
media channels
and employee
involvement
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation in
relation to activity and
growth
Community
Management
Launching new
communities,
which carry various
objectives and
levels of market
impact
IDG Metrics:
• Blend of Social Reach,
Engagement and
Demand Generation in
relation to growth
Community
Activation
Horizontal Management Needs
18. 1212
Vertical Funnel Activities
Reach/
Amplification
• Power Chats
(Text and Video)
• Advocacy
Accelerator
• Event
Amplification
Engagement/
Advocacy
• Crowd Sourced
Articles
• Content
Socialization
• Social Advocacy
Packs
• Blog Posts (Text
and Video)
Social
Content
• Community
Playbooks
• Audience
Intelligence
• Social Network
Management
• Full Community
Management
(Strategy, Build,
Moderation,
Engagement)
Community
Management
• Custom
Community
Platforms
• Power Blogs
• Community
Works
• LinkedIn and
Facebook Hosted
Groups
Community
Activation
Horizontal Management Needs
A portfolio of products designed to deliver on your objectives and measures of success
THE IDG SOCIAL BUSINESS PORTFOLIO
• SMart Ads
• Sponsored Blog
Posts
• Influencer
Promotions
• Enhanced
Community
Threading
• IDG Brand
Sponsored
Tweets (Social
Shout Outs)
• Community
Memberships
• Social Lead
Generation
• LinkedIn Lead
Activation
Demand
Generation
21. 15
64% of a brand social referral
traffic comes from LinkedIn
LinkedIn
- Networking
- Sales Leads
- In-depth insights
- Content development
- Post at least 20 times per month
- Post industry insights
- Ask employees to share on their profile
- Engage in conversations with target members
and share industry insights
- Leverage influencers and experts
- Create a LinkedIn group
- Create a LinkedIn company’s page
- Convert popular conversations on LinkedIn into
a blog post and share the new content
- Use eye catching visualization to convey
industry insights
- Leverage videos
Audience: 30-64 yrs,
college graduates, higher
income household
Opportunities. Actions.
22. 16
34% of Twitter users log into
Twitter more than once a day!
Twitter
- Brand visibility
- Networking/building
relationship
- Content development
- Content distribution/promotion
- Brand monitoring
- Post 1-5 times per day
- Post news, trends, facts, stats, inspiring quotes.
- Post high quality images
- Create short videos and GIF
- Brand your content (memes, templates)
- Host live Twitter chats
- Promote content to influencers/experts
- Pitch stories to journalists/influencers
- Connect and leverage those who are already talking
about you
- Share insights from other sources/channels and always
credit the original source
- Engage with influencers, experts and key stakeholders
Audience: under 50,
college-educated
Opportunities. Actions.
23. 17
58% of Facebook users are
connected to work colleagues
Facebook
Opportunities.
- Brand Visibility
- Content development/host
Actions.
- Post 1-2 times per day
- Brand your content (memes, templates)
- Create content that is more digestible (share fun facts
as well as industry insights)
- Tag other credible pages in your posts
- Use Facebook Live for events or to offer
tutorial/trainings
- Set up the ‘sign up’ button on the Facebook’s page
- Create Facebook apps on your page to display your
other channels/content (e.g. Instagram)
- Share insights from other sources/channels and always
credit the original source
- Use Facebook to host photos from events (album)
Audience: 18-65 yrs,
college-educated
24. 18
Of online video accounts for
50% of all mobile traffic.
Video
- Content visibility
- Conversion
- Repurposing content
- Integrate videos in your social media
marketing strategy
- Optimize videos for channels and device
- Use videos for live events, GIFs, for streaming
live questions/interviews with key experts,
training and tutorials.
- Convert content into small videos that can be
repurposed over time and across channel
(blogs, Twitter GIF)
Opportunities. Actions.
25. 19
Video
Video Options.
- Facebook Live (live streaming)
- Periscope (live streaming)
- Blab (live streaming)
- Snapchat (live streaming/short videos)
- Meerkat (live streaming)
- Twitter (GIF, short videos, use Periscope)
- Vine
27. 21
Benefits
Incredibly powerful when
aligned to Buyer Journey
Limitations
Noisy marketplace
Response rates
Credibility
Benefits
Immediacy
Scale
Control
Limitations
Poor Message Coordination
ConfusedAudience
Promoted
Brand
Content
OWNED MEDIA
Corporate Content
PAID MEDIA
Traditional Ads
CONVERGED
MEDIA
Sponsored
Customer
Brands that Ask
for Shared
EARNED MEDIA
Organic
Brand pays to leverage a
channel
#1: CONVERGED MEDIA MINDSET
21
Coordinated POE
channels
Limitations
No guarantees
Time to scale
Not trustworthy
Benefits
Control
Versatility
Niche Audiences
Channel a brand controls
Limitations
No Control
Possible negative impact
Hard to measure
Benefits
Credibility
Role in Sales
Lives on
When customers become
the channel
Source: Forrester Research, 2010
Need Assessment Evaluation Selection Implementation
28. 2222
...Content is Not Enough
AUDIENCE INTELLIGENCE +
RIGHT CONTENT =
BEST ENGAGEMENT
#2: CONTEXT IS KEY
29. 2323
#2: CONTEXT IS KEY
1. Right Audience
– Who is my audience?
• Analyze target profile, research hot buttons, understand spheres of use, influence and decision-making
(buying team), where they go for information
2. Right Time
– What factors speed or slow buyer behavior?
• Economic and social factors, customer trends, time of year
• Point in buying cycle
3. Right Content
– What do they want from us and our competitors?
• Review customer feedback about the company and the industry
• Understand challenges are customers facing vis-à-vis the company’s offerings
– What can I give my audience that will be of value to them?
• Review what’s already out there, particularly in the social web
• Translate customer knowledge to the best blend of paid, owned and earned media
23