It's long been said that digital marketing is a fickle master, and these words are even truer today. But savvy marketers know how to measure only what matters. They also know how to stay one step ahead of the competition, in part by using the latest trends and technology to their advantage.
In this keynote, marketers will walk away with the following:
- What the most important trends are digital marketing
- How these trends are likely to impact their brands in the months and years ahead
- What they can start doing right away to make use of the technology available to them to distance their brand from the rest of the pack
Social Media Strategy: How Much Time Does a Good Strategy Take?Buffer
Does juggling social media management along with an armful of other task sound familiar to you? If so, I thought it might be helpful to detail what I’ve found so far and to show what all’s involved in the way that we go about managing our social media strategy at Buffer.
Presentation given at the Zillow Group's Multifamily conference in Austin, Texas on 9/27/2016. We dive into the changes happening in digital marketing and what YOU (the marketer) must do to survive. It's a scary world out there.
It's long been said that digital marketing is a fickle master, and these words are even truer today. But savvy marketers know how to measure only what matters. They also know how to stay one step ahead of the competition, in part by using the latest trends and technology to their advantage.
In this keynote, marketers will walk away with the following:
- What the most important trends are digital marketing
- How these trends are likely to impact their brands in the months and years ahead
- What they can start doing right away to make use of the technology available to them to distance their brand from the rest of the pack
Social Media Strategy: How Much Time Does a Good Strategy Take?Buffer
Does juggling social media management along with an armful of other task sound familiar to you? If so, I thought it might be helpful to detail what I’ve found so far and to show what all’s involved in the way that we go about managing our social media strategy at Buffer.
Presentation given at the Zillow Group's Multifamily conference in Austin, Texas on 9/27/2016. We dive into the changes happening in digital marketing and what YOU (the marketer) must do to survive. It's a scary world out there.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for Homes.com and ForRent.com as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
This presentation was given to the Hampton Roads American Marketing Association by Erica Campbell Byrum, Director of Social Media with ForRent.com & Homes.com on September 11, 2014.
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
When the whole world is focused on the same thing, we rely on social media to express ourselves and feel connected. 2020 has been the year of disruption: Climate Crisis, COVID-19, Racial Justice, #BlackLivesMatter. What can we take away from all this in a business context? And what on earth can we say on social media — as a brand — when the entire country/world is laser-focused on one hot button issue? Apparently, a lot.
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Digital Annexe
Seven top tips on how to improve your digital marketing for 2015.
First presented at DA University conference in November 2014 by Sean Singleton of Digital Annexe.
Social Media Strategy: How to Grow Your Fundraising EffortsTechSoup
In this session, Andy Lambert covered cover everything you need to know in order to build a well-structured content plan to help you grow your community and develop a fundraising strategy for social media.
Building a community for a B2C mobile applicationVlada Pechenaya
This presentation tells about the strategies and tactics of building a community for a b2c mobile app, including social media strategies, user-generated campaigns, retention and gamification strategies, viral loops, growth hacking, engagement metrics and more. #SocialMedia #February2016 #smsecrets #Startups #b2c #growthhacking #community
5 Biggest Marketing Opportunities for Advisors in 2022Samantha Russell
In this webinar, Chief Evangelist for FMG Suite and Twenty Over Ten, Samantha Russell and Chief Marketing and Experience Officer at FMG, Susan Theder share the 5 biggest marketing opportunities for advisors in 2022 based on trends.
Another year, another celebration of online video! In this webinar, Ogilvy’s Rob Davis and Justine Herz do a webinar report from the world's largest online video conference, VidCon.
VidCon brings brands, creators and fans together for an energetic week full of strategies, content and insights. It's the place that folks go to get a look at the future and come away realizing that the future is now!
Video continues to be an essential online medium — and new formats allow for increased interactivity and engagement. For years, video has been steadily rising as the dominant form of online content. Cisco estimates that, by 2022, video streaming will comprise over 80% of consumer internet traffic. Given this, it’s no surprise 92% of marketers agree that video is an integral piece of their overall strategy. But it’s not just video in general that’s on the rise. Technology is expanding the number of video formats available — increasing engagement, heightening user expectations, and allowing brands to cut through the noise more effectively than with other visual content.
70+ slides of highlights and quotes from all of the MozCon Day #1. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & http://www.contentharmony.com/blog/mozcon-2013-tools/
5 ways to make big data small, presented by Sharon CrostSocialMedia.org
In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity
She also shares how they leverage that information to nurture customers through an online journey.
Social on a shoestring | Small charities communications conference | 12 July ...CharityComms
Sushi Juggapah, digital content editor, CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for Homes.com and ForRent.com as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
This presentation was given to the Hampton Roads American Marketing Association by Erica Campbell Byrum, Director of Social Media with ForRent.com & Homes.com on September 11, 2014.
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
When the whole world is focused on the same thing, we rely on social media to express ourselves and feel connected. 2020 has been the year of disruption: Climate Crisis, COVID-19, Racial Justice, #BlackLivesMatter. What can we take away from all this in a business context? And what on earth can we say on social media — as a brand — when the entire country/world is laser-focused on one hot button issue? Apparently, a lot.
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Digital Annexe
Seven top tips on how to improve your digital marketing for 2015.
First presented at DA University conference in November 2014 by Sean Singleton of Digital Annexe.
Social Media Strategy: How to Grow Your Fundraising EffortsTechSoup
In this session, Andy Lambert covered cover everything you need to know in order to build a well-structured content plan to help you grow your community and develop a fundraising strategy for social media.
Building a community for a B2C mobile applicationVlada Pechenaya
This presentation tells about the strategies and tactics of building a community for a b2c mobile app, including social media strategies, user-generated campaigns, retention and gamification strategies, viral loops, growth hacking, engagement metrics and more. #SocialMedia #February2016 #smsecrets #Startups #b2c #growthhacking #community
5 Biggest Marketing Opportunities for Advisors in 2022Samantha Russell
In this webinar, Chief Evangelist for FMG Suite and Twenty Over Ten, Samantha Russell and Chief Marketing and Experience Officer at FMG, Susan Theder share the 5 biggest marketing opportunities for advisors in 2022 based on trends.
Another year, another celebration of online video! In this webinar, Ogilvy’s Rob Davis and Justine Herz do a webinar report from the world's largest online video conference, VidCon.
VidCon brings brands, creators and fans together for an energetic week full of strategies, content and insights. It's the place that folks go to get a look at the future and come away realizing that the future is now!
Video continues to be an essential online medium — and new formats allow for increased interactivity and engagement. For years, video has been steadily rising as the dominant form of online content. Cisco estimates that, by 2022, video streaming will comprise over 80% of consumer internet traffic. Given this, it’s no surprise 92% of marketers agree that video is an integral piece of their overall strategy. But it’s not just video in general that’s on the rise. Technology is expanding the number of video formats available — increasing engagement, heightening user expectations, and allowing brands to cut through the noise more effectively than with other visual content.
70+ slides of highlights and quotes from all of the MozCon Day #1. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & http://www.contentharmony.com/blog/mozcon-2013-tools/
5 ways to make big data small, presented by Sharon CrostSocialMedia.org
In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity
She also shares how they leverage that information to nurture customers through an online journey.
Social on a shoestring | Small charities communications conference | 12 July ...CharityComms
Sushi Juggapah, digital content editor, CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social Media Marketing Trends to Follow in 2023Arik Hanson
“What social media trends should I keep my eye on in the coming year?” It’s a question on all our minds heading into 2023. In this 50+ minute presentation, Arik shares 10 social media trends he thinks will emerge—based on research, data and real-world examples. Now in his 6th year of giving this presentation, this prezo will give you some fresh ideas and approaches to chew on that you can integrate into your plans for 2023.
The 8 Biggest Mistakes Social Media Marketers Make and How to Avoid ThemMarketo
Whether you’re new to social media marketing or a seasoned professional, there are a few big mistakes that you’ve probably made in the past, might be making now, and can avoid making in the future. Learn from Lisa Marcyes, Sr. Social Media Marketing Manager at Marketo, as she discusses the top eight social media marketing mistakes—from strategy, to content, to metrics—and how you can avoid them.
Introduction to Social Media - Pacific New Media - Sept 2015Shelley Simpson
New to Social Media? Confused about which platforms you should be on or how to connect with your Target Market? Watch our slideshow as we take you through several well-known social media networks, giving you an overview of each, as well as demographics and how to get the most out of each platform. We also (briefly) talk about Content Marketing and how to create a content calendar. This slideshow premiered at Pacific New Media, University of Hawaii on September 19, 2015
Curveballs and Cartwheels: Staying ahead in a Social MarketplaceJennifer Zick
Social media doesn’t stand still, and neither should your social marketing program. Join us for a dynamic panel conversation, led by Jennifer Zick, Senior Director of Marketing for Magnet 360 and President of the Business Marketing Association of Minnesota.
Hear from a diverse group of thought leaders representing B2B and B2C expertise, as we discuss the very latest in social media opportunities, challenges, and best practices, including:
Similarities and nuances in social media programs across industries and business models;
The importance of staying nimble to stay competitive;
The role of mobile in delivering a truly integrated customer experience;
Social platform integration for consistent brand and user experience;
Sustainable social programs that integrate sales and marketing teams and activities.
Panelists Include:
Jen Boyles, Social Strategy Director, OLSON
Rebecca Gutierrez, Social Product Marketing Manager and Cartwheel Marketing Lead at Target
Mike O'Neil, Founder & President Integrated Alliances (Forbes & Linkedin top 50)
Erik Odland, Web Strategy Marketing Manager, Cargill
Marketing with New Technologies Presentation by Angie A. Swartz (@aaswartz) and Christine Geltz (@geltzcomm) at the Dorothy Chandler Pavilion given July 23, 2009 as part of Reflections on Leadership-Women's Business Conference sponsored by The Metropolitan Water District of Southern California. For more information, email Angie@squaremartinimedia.com.
Social Media 101 and Internet Marketing 101 - Social Media Training Presentat...Boot Camp Digital
Social media is changing in 2013, and businesses have to be ready. In this social media training presentation by Boot Camp Digital, learn what to expect for social media in 2013 and what your company can do now to get your social media marketing training in shape. Boot Camp Digital also offers a leading social media marketing and Internet marketing training course once a quarter - you can get details on the upcoming training at http://bootcampdigital.com/training/2-day-boot-camp-internet-and-social-media-training/#
My Keynote Presentation to "Better Business Bureau 2012 Awards Gala & Annual Meeting" based on our original "Social Media Marketing Strategies, Best Practices and Analytics" slides. Condensed and with some new information added. For more extrapolated info, see our original slideshare presentation here: http://www.slideshare.net/talkingfinger/social-media-strategy-basics-best-practices-analytics-11771683
All professionals must plan their social media strategy. If you are not an active participant or knowledgeable about the world of social media, how will you respond to needs, stay current, and brand yourself offline? Is this approach possible or effective? Are you aware of how or if your organization uses social media analytics? Innovative businesses are always looking for new ways to encourage loyalty, build relationships, and respond to customer needs. Social media analytics gives organizations a snapshot of these needs with insights gained from online conversations. New technology has the capacity to capture customer information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive analytic techniques that help corporations manage the brand and reputation of products and services. This workshop will increase your knowledge and awareness of social media analytics and explore new and innovative social media strategies that impact professional and business productivity.
Learning Outcomes: This workshop will explore effective tools, for building, interpreting and using social media to increase professional and corporate effectiveness
At the end of this workshop, participants will be able to:
a) Explore how social media helps corporation predict trends
b) Examine how information and data is analyzed
c) Identify which types of industries can benefit from social media analytics
d) Explore trends and innovation around social media for business outcomes and professional development
Similar to Lisa Marcyes - 5 Biggest Mistakes Social Media Marketers Make and How to Avoid Them (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
4. Who Is Your Target Audience?
How old
are they?
What are
their
business
goals?
Where do
they
work?
Where are
they
consuming
content?
5. Who HowWhat WhereWhen
Job Title?
Geographical
Location?
Age?
Business Goals?
Who Are They
Following?
Social Channels?
Forums?
Communities?
Webinars?
When Are They
Online?
When Are They
Engaging with
Content?
How Will You
Measure Your
Objectives?
How Will You
Engage?
@lisa_marcyes#DigitalSummit
What Content Are
They Interacting
With?
What Topics Are
They Interested
In?
7. Different Networks, Different Options
Who they follow,
keyword, like my
followers
Lead cards,
website cards,
mobile?
Age,
gender, interests,
Lookalikes
Mobile? Lead Ad?
Right column?
Instagram?
Exclusions?
Co. size, seniority,
groups, job
function, title, skills
Sponsored update?
InMail?
Exclusions?
ABM?
10. What Should
You Be
Listening For?
Industry Related
Questions
Competitors
Mentions
Social Engagement
Customer Support
Inquiries
Content Sharing &
Influencer
Engagement
@lisa_marcyes#DigitalSummit
15. Your buyers are discerning. They
want high quality, educational
content, not a sales pitch.
Talking about nothing but your
brand is boring.
@lisa_marcyes#DigitalSummit
16. Optimize
Messaging
Social Channels Are Not
Created Equal
Instagram = Highly Visual Ads
Twitter = Mobile First, Industry
News
Facebook = Personalized, Extended
Content
LinkedIn = Thought Leadership,
Best Practices
@lisa_marcyes#DigitalSummit
21. Why Include Images?
Tweets with images receive 150% more retweets than tweets without
images. - Buffer
Facebook posts with images see 2.3X more engagement than those
without images. - Buzz Sumo
LinkedIn posts with images receive 200% more engagement than
text-only posts. - Social Pilot
Instagram drives the most engagement per post compared to any
social network. - Sprout
@lisa_marcyes#DigitalSummit
22. Tools to Help You Create Visual Content
@lisa_marcyes
Canva
iStock / Getty
Pablo
Pic Monkey
Recite
#DigitalSummit
23. Livestreaming
• Facebook video receives 135% more
organic reach than photo posts. (Buffer)
• Periscope users watch over 110 years of
live videos every day. (Periscope)
• More than 500 million hours of
videos are watched on YouTube every
day. (Business Insider)
• 10 billion videos are watched on
Snapchat every day. (Bloomberg)
#DigitalSummit @lisa_marcyes
According to a recent study published by the Economist, when asked what top 3 channels marketers expect customers to experience their marketing efforts in the next few years, social media was number 1.
So if social media is what marketers are predicting will be the future, how can companies get started and avoid making costly mistakes?
Let’s take a look at the 8 most common social media mistakes and how you can avoid them.
-What is their background? Where do they work and what are their responsibilities?
-What are their business goals and how can your products help them achieve their goals? What are their challenges and pain points? This is a great place to start-looking at how your product can alleviate their pain points…exploring how YOU can help THEM.
-Where are they consuming content? What channels are they on? Really look to see if there are social channels where they do and don’t engage.
-Lastly, look at what kind of content they are interacting with. Do they have an interest in a particular solution or product? Does a particular type of messaging will speak to them directly? And more broadly, what content topics are they interested in?
This research definitely requires an initial investment, but it pays off throughout the customer lifecycle—not only for targeting your social media marketing campaigns, but across all of your marketing efforts.
Identify the ROI you’ll get by investing in an influencer program.
Look at the impact an influencer program will have on your marketing? Your business?
What will it cost to implement? To integrate?
What will it cost if you don’t secure relationships with the top influencers in your industry – and the competition does?
Who and What- identify influencers you’ll engage with and in what way you’ll collaborate
Hash out the details of where and when.
Determine what you’ll be doing, chats, livestreams, platforms you’ll be posting to.
Determine how many engagements you’ll have throughout the event and if there’s a cost associated.
Build the relationship from there.
Now lets’s dig a little deeper into how to determine the RIGHT influencer for your event.
Choose only those that matter to you, and/or layer in as many as you need.
Our ANZ and EMEA teams use dark posts to promote webinars only to folks in those time zones.
You might make different geo-targeting choices for brick & mortar/local offers vs digital/national offers
TW least specific, but can be good for discovery. FB huge, ever-evolving targeting options. LI great at B2B, we’re having success doing Account-Based Marketing here, too.
Think about placement options as targeting, too: do you want include mobile? Might be best idea to have a separate campaign for mobile? On FB, include Instagram? (maybe better to make 2nd version of ad)
Do you want to EXCLUDE anyone? Competitors? Current Customers?
Once you have a thorough understanding of who your audience is and where they’re consuming their content, it’s important to think strategically about messaging. Which leads me to the next biggest mistake:
Not Listening. Like all good communication, social goes 2 ways. You need to always be listening.
Customer support: Customers are more frequently seeking support on the channels they utilize the most, and that’s on social. We’ve seen a significant up-tick in customer support requests via Twitter and Facebook over the last year.
In listening you can often see if repeat questions are being asked, and utilize the platform as a way to educate thousands of followers with one tweet! Cut down on emails, calls, and chats. We’ve found this to be especially useful during service outages, product releases, and events!
Listen for feedback. User conversations can be eye opening. Really listen to what people say and figure out a way to incorporate feedback into your business/product roadmap. Customers will often provide insights into ways you can improve your products. And at the end of the day that’s who we are trying to please is it not?
Networking/Influencer Engagement. When you’re listening, you’re able to jump in and offer your perspective on relevant conversations with influencers and customers. Engaging in ongoing conversations is a great way to connect and build relationships that could potentially lead to future collaborations.
Customer service: Social can be used as a customer service tool that adds transparency and a real time response to your customers. Questions are often answered for all to see, leaving little room for brands to shrug off or ignore requests. This is a phenomenal way to turn a negative into a positive, so whatever you do, don’t Sweep Complaints Under the Rug, rather….
One of my favorite books that I refer to often is Jay Baer’s Hug Your Haters. He gives some great advice for dealing with complaints on social channels:
First and foremost, always be listening so you can find mentions of potentially unhappy customers. IT’s impossible to offer a solution to a complaint you never see.
Next, Offer an apology AND a solution: Show empathy with a ‘We Hear You, Value you, and want to Make This Right Immediately!’ approach is important. A simple “I’m sorry goes a long way.
It becomes your opportunity to turn a disgruntled customer into your brand’s evangelist! This person (or people) obviously had some sense of loyalty to your brand if they’ve spent their money with you, “liked” your Facebook page, and/or followed you on Twitter. Now, however, they’ve had an unpleasant experience and usually they just want to know that they’ve been listened to and that you (the people behind the brand) will make things right.
Remember that online customer service really has become a spectator sport. If your customer chooses to interact with you in public, respond in the same way, at least at first. If you respond in private, your’re losing that chance to be open and transparent about the feedback. However, in some instances, when you’ve done all you can and person really just wants to complain, it’s best to just cut ties and stop responding. There’s no reason to continue conversing after you’ve acknowledged the complaint, tried to fix it, and offered a real solution. If they don’t want to take it, that’s out of your hands.
Lastly, make an effort to take switch channels from public to private as quickly as you can. You’ll often need to get personal information like email, phone, account info in order to fully address the issues. So for issues that require research to resolve, your goal should be to switch to a private channel after your initial public response.
Yes, social media can be used to get the word out about your solution and bring some recognition to your brand. However, buyers on social are discerning.
They want high quality, educational content, not a sales pitch. Talking about nothing but your brand is boring.
Start framing your thinking around your audience’s needs and interests. Really explore how you can provide value to them; otherwise, you’ll lose their attention and ultimately, the conversion.
So how do you do that?
Keep in mind how your audience is using each channel
Are they looking at photos on Instagram? Better have a highly visual ad.
Are they on Twitter and therefore probably on a mobile devices? Make sure your post click experience is optimized for mobile.
Stop and think about how you can Personalize the messaging for each channel, put the ‘social’ in social media
Have 2-way conversations.
What I’ll see a lot is the same ad creative, ad text, and landing page used across paid search, display, retargeting, social media, and email campaigns
While this may be efficient from a time and resource point of view it’s leaving a lot on the table in terms of optimization
Social channels are not created equal and your tactics really shouldn’t be “one size fits all”
There are different mindsets, audiences, tolerance for ads, and device preferences on different channels
You will get the best performance when you match your audience expectations on each channel
Something else I often see …..
Structure your story, your strategy-
Hook, Meat, Payoff, This can also be around the funnel
Content is the #1 digital marketing activity with the greatest commercial impact in 2016 according to data from Content Marketing Institute and Marketing Profs. And over 50% of both B2b and consumer businesses are investing more in content in the next year. WHY? Because it is one of the best ways to fuel the storytelling that is so effective.
Ok, let’s move onto the 4th mistake often see…
Tweets with images receive 150% more retweets than tweets without images. Buffer
Facebook posts with images see 2.3X more engagement than those without images. Buzz Sumo
Instagram drives the most engagement per post compared to any social network–84 times more than Twitter, 54 times more than Pinterest and 10 times more than Facebook. Sprout
LinkedIn posts with images receive 200% more engagement than text-only posts. Social Pilot
The equivalent of 110 years of live video is watched on Periscope every day. Periscope
Snapchat users share 9,000 photos per second. Newscred
The proof is in the pudding, so to speak. If you’re not using images as part of your social media strategy, you’re doing your brand a disservice.
….
You can determine who your ideal influencer is.
The key to a successful influencer program is to uncover and align with the people who have the attention and respect of their audiences, not just people with the most followers.
The equivalent of 110 years of live video is watched on Periscope every day.
Square videos have a +67% higher view completion rate – Mari Smith
Facebook video receives, on average, 135 percent more organic reach than a Facebook photo
Share examples
Draw from your own experiences
Highlight struggles/resolutions
Keep it simple
Be human
Film in square
Square videos have a +67% higher view completion rate – Mari Smith
Recently, she gave an example of A/B tests run by the Jane Goodall Institute. Gorillas. They found:
Landscape: $50 104 conversions 4,481 views 338 reactions 67 shares
Square: $50 183 conversions 8,785 views 527 reactions 160 shares (75% increase in Conversions and 138% increase in shares)
Live video do get broad organic reach- you don’t have to pay to get impressions and reach
Ok, let’s move on to mistake number 6…
I’m always looking to map my goals to our business objectives– so different measurements support different objectives.
For example, as I’m building awareness early in the customer lifecycle, I’ll be driving follower growth. Later, when I’ve engaged prospects, I’ll look closer at engagement metrics and ROI.
These metrics can be found on the social network interfaces and with some digging on basic social media dashboard platforms.
But to get a look at the metrics that really matter and to look at both First Touch AND Multi-Touch Attribution….
You’ll need to invest in a marketing automation platform. This allows you to map out, track, and score leads that come in through your social channels, as well as, revenue that’s driven as a result of your campaigns.
I’m always looking to measure a ratio of Pipeline to spend and get a clear understanding of how content is driving results on each of the networks and advertising channels.
I use Marketo, which allows me to really gain a clear picture of which channel is giving the best return on our investment.
I want to note here, that I’m always testing because social ebbs and flows. So when something isn’t working, I need to be prepared to shift and try something new.
