This document discusses various ways that brands are using social media for marketing purposes. It covers listening to customers, building brand awareness, acquiring and qualifying new customers, and engaging in one-to-one conversations. The large user bases and high engagement on sites like Facebook and Twitter provide valuable data and marketing opportunities. However, the real value comes from how brands utilize this data to improve customer experiences through personalized and relevant content. Effective social marketing involves setting goals, building an audience, engaging fans, and using customer data for segmentation and personalization.
Digital media’s rise and constant evolution has reshaped the way we plan,
execute and manage marketing activities. Regardless of industry, product or
target audience, today’s B2B marketing mixes call for more ingredient diversity.
This white paper provides an outline of best practices and key ingredients that facilitate your ability to create a strategic marketing mix that satisfies your desire
for growth.
Budget: Every marketer's favorite and least favorite word. Your budget is the foundation of your social media campaigns, and the key to strategic, effective social media development. Download the guide to learn how to set your social media campaigns up for success through strategic budgeting and resource allocation.
Neuronimbus is committed to being the bridge between brands and the power of social media. We bring together our staunch belief in organic social media marketing campaigns and our expertise and experience with 16+ years of successful legacy behind us. From identifying the audience that can be targeted to understanding their social media behavior, and formulating a strategy that is more than just guesswork, we deliver the experience and resources you need.
Overview:
Situational analysis
Our goals
Objective
Strategy format
Planning and publishing
Community management
Tactics
Situational analysis
Our goals
Objective
Strategy format
Planning and publishing
Community management
Tactics
TSR is a transformational digital marketing academy with a focus to train digital enthusiasts with the latest and most modern digital marketing tools, website design and development with many more value-added modern course content like podcasting, vlogging, selling on amazon etc. Check out out website www.theschoolrific.com for more information.
Digital media’s rise and constant evolution has reshaped the way we plan,
execute and manage marketing activities. Regardless of industry, product or
target audience, today’s B2B marketing mixes call for more ingredient diversity.
This white paper provides an outline of best practices and key ingredients that facilitate your ability to create a strategic marketing mix that satisfies your desire
for growth.
Budget: Every marketer's favorite and least favorite word. Your budget is the foundation of your social media campaigns, and the key to strategic, effective social media development. Download the guide to learn how to set your social media campaigns up for success through strategic budgeting and resource allocation.
Neuronimbus is committed to being the bridge between brands and the power of social media. We bring together our staunch belief in organic social media marketing campaigns and our expertise and experience with 16+ years of successful legacy behind us. From identifying the audience that can be targeted to understanding their social media behavior, and formulating a strategy that is more than just guesswork, we deliver the experience and resources you need.
Overview:
Situational analysis
Our goals
Objective
Strategy format
Planning and publishing
Community management
Tactics
Situational analysis
Our goals
Objective
Strategy format
Planning and publishing
Community management
Tactics
TSR is a transformational digital marketing academy with a focus to train digital enthusiasts with the latest and most modern digital marketing tools, website design and development with many more value-added modern course content like podcasting, vlogging, selling on amazon etc. Check out out website www.theschoolrific.com for more information.
We created this slideshow to describe systematically the services and their utilization for the event and how the awareness for Event can be spread dynamically.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
MindRocket Media Group Capabilities DeckFinanceMRMG
Â
As experts in K-20 education and workforce training thought leadership, our team can effectively help you communicate and execute your organizational vision. By engaging in our holistic “Customer Journey” approach we help you connect with the right target audience making every word and every moment count. We connect the dots from messaging to sales and operations by drawing upon current domain expertise and industry experience while leveraging our well-established industry relationships. We are experts in organizational growth strategies, audience communications, media production, and networking. We remove artificial barriers to provide integrated strategies and support that positively impact end-to-end product lifecycles in K-20 education and workforce and education technology.
Digital marketing refears promoting or increasing brand awareness using digital channels or internet. Digital channels such as - Search Engines, Websites, Social Media, Mobile Apps, Email etc.
I am glad to share my 2nd (#TASK1) internship task at The Sparks Foundation for batch #GRIPOCT21. The task was aimed to create a marketing plan for The Sparks Foundation. I have created a general digital marketing plan which is purely assumption-based. I strongly believe that the exact execution of this plan will bring long-term success & sustainability to The Sparks Foundation.
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.
Digital PR is all about combining traditional PR with contentmarketing, social media and search - transforming static news into conversations and bypassing media to speak directly to your target audience online.The goal of Digital PR is to create and build an online presence that correctly reflects what the brand stands for, it’s innovations and campaigns; and to build relationships with its customers, stakeholders and influencers so that it can develop and foster the favorable operating climate. Many of my clients have asked how to do Digital PR. This presentation will not only help understand what is Digital PR but also explain how it is done.
Lead With Social Impact: 6 Steps to a Powerful Social Impact Marketing StrategyCafeGive Social
Â
People reward businesses that give back, but how do you bring your social impact front and center and build an effective marketing strategy around it? Learn how to lead with social impact and build a powerful marketing strategy around it in 6 steps.
Welcome to Rakesh Tech Solutions
Rakesh Tech Solutions is the best and leading Digital Marketing and Web Design and Development company in Hyderabad. We offer logo designing, mobile app development at the best price compared to other Digital Marketing agencies in Hyderabad. Our branches are located at Madhapur, kondapur, Gachibowli, Jubilee hills & Banjara Hills..
Blue Ocean PR is a boutique PR consultancy in Cairo, offering media relations, event management, crisis communication, media training, internal communication, media monitoring and measurement.
Here are some digital marketing project ideas The blog explains, what is digital marketing, its types and various topics in digital marketing Share your thoughts
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Special discount for sileshare viewers
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Men & women product
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29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
Â
INSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from industry experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community Managers
Social Media Consultants
ACCOUNT Planners / Strategists
We created this slideshow to describe systematically the services and their utilization for the event and how the awareness for Event can be spread dynamically.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
MindRocket Media Group Capabilities DeckFinanceMRMG
Â
As experts in K-20 education and workforce training thought leadership, our team can effectively help you communicate and execute your organizational vision. By engaging in our holistic “Customer Journey” approach we help you connect with the right target audience making every word and every moment count. We connect the dots from messaging to sales and operations by drawing upon current domain expertise and industry experience while leveraging our well-established industry relationships. We are experts in organizational growth strategies, audience communications, media production, and networking. We remove artificial barriers to provide integrated strategies and support that positively impact end-to-end product lifecycles in K-20 education and workforce and education technology.
Digital marketing refears promoting or increasing brand awareness using digital channels or internet. Digital channels such as - Search Engines, Websites, Social Media, Mobile Apps, Email etc.
I am glad to share my 2nd (#TASK1) internship task at The Sparks Foundation for batch #GRIPOCT21. The task was aimed to create a marketing plan for The Sparks Foundation. I have created a general digital marketing plan which is purely assumption-based. I strongly believe that the exact execution of this plan will bring long-term success & sustainability to The Sparks Foundation.
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.
Digital PR is all about combining traditional PR with contentmarketing, social media and search - transforming static news into conversations and bypassing media to speak directly to your target audience online.The goal of Digital PR is to create and build an online presence that correctly reflects what the brand stands for, it’s innovations and campaigns; and to build relationships with its customers, stakeholders and influencers so that it can develop and foster the favorable operating climate. Many of my clients have asked how to do Digital PR. This presentation will not only help understand what is Digital PR but also explain how it is done.
Lead With Social Impact: 6 Steps to a Powerful Social Impact Marketing StrategyCafeGive Social
Â
People reward businesses that give back, but how do you bring your social impact front and center and build an effective marketing strategy around it? Learn how to lead with social impact and build a powerful marketing strategy around it in 6 steps.
Welcome to Rakesh Tech Solutions
Rakesh Tech Solutions is the best and leading Digital Marketing and Web Design and Development company in Hyderabad. We offer logo designing, mobile app development at the best price compared to other Digital Marketing agencies in Hyderabad. Our branches are located at Madhapur, kondapur, Gachibowli, Jubilee hills & Banjara Hills..
Blue Ocean PR is a boutique PR consultancy in Cairo, offering media relations, event management, crisis communication, media training, internal communication, media monitoring and measurement.
Here are some digital marketing project ideas The blog explains, what is digital marketing, its types and various topics in digital marketing Share your thoughts
welingkar final year presentation
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
https://niraj7005.wooplr.com
For tour
https://www.facebook.com/DestinigoWorld
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
Â
INSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from industry experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community Managers
Social Media Consultants
ACCOUNT Planners / Strategists
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
Â
NSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from INDUSTRY experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community MANAGERS
Social Media Consultants
ACCOUNT Planners / Strategists
Social Media Marketing Project Presentation.pdfniharikaarjun20
Â
Maximizing Brand Reach: Strategies and Tactics in Social Media Marketing. This presentation will explore the latest trends, tools, and techniques essential for leveraging social media platforms to enhance brand visibility and engagement. Attendees will learn about the importance of audience targeting, content creation, and data analytics in crafting effective social media campaigns. Whether you're a seasoned marketer or new to the field, this presentation will provide valuable insights and practical strategies to help you achieve your marketing goals and maximize your brand's reach in the ever-evolving digital landscape.
Social media marketing (SMM) has become an essential part of any modern marketing strategy. With billions of active users on various social media platforms, businesses can reach their target audience more effectively and efficiently than ever before. In this article, we'll explore what social media marketing is, why it's important, and some key strategies for success.
In today's digital age, social media has become an integral part of our daily lives. It has also transformed the way businesses promote their products and connect with their target audience. Social media marketing is a powerful
15 Effective Social Media Strategies Should Be Following In 2023.pdfShantnuSingh7
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When it comes to social media, it is more important for marketers to understand and stay ahead of the curve. Let’s have a look at some of the important trends that you need to ensure you have the right tool at your disposal, and up-to-date strategy, and the required skills to make the best use of social media.
https://www.ezrankings.com/blog/effective-social-media-strategies/
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In the digital age, where connectivity and communication thrive on the internet, social media has become an integral part of our daily lives. It's not just a platform for sharing photos and staying in touch with friends; it has also emerged as a powerful tool for businesses to connect with their audience and promote their products or services.
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Are Your Marketing Messages K-Cups or Carafes?Neolane, Inc.
Â
This mini graphic or visual vignette uses a coffee analogy to illustrate the differences between 1:1 personalized messages (K-cups) and generic bulk messages (carafes).
Personalised Digital Interactions: What Reallt Works According to European Ma...Neolane, Inc.
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Finding Your Way with Marketing Automation Workflow [Infographic]Neolane, Inc.
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Whether your organization is B2B, B2C, or a hybrid of the two, marketing automation platforms can help accelerate customer acquisition, retention, and loyalty. A core feature of these platforms is workflow: a visual interface for designing and executing campaigns, messages, and even internal processes. Many marketers are surprised by just how many things can be automated with workflow. To shed some light on the possibilities, we created this infographic.
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Today’s marketer has the challenge (or opportunity) of reaching their customers through what can seem like an infinite number of marketing channels. To quote Spiderman, “With great power, comes great responsibility.” Marketers need to put the customer in the driver’s seat, allowing them to choose how and when they wish to receive relevant information and/or make purchases. It is the marketer’s responsibility to leverage all this available data about customers and prospects to communicate with them through these preferred channels in a manner that’s both consistent and highly personalized.
This infographic highlights some impressive integrated marketing statistics, showcasing the channels most commonly used and how customers are interacting with brands through these channels.
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David Letemple, Senior Consultant - Deliverability Expert and Jean-Michel Radiskol, Chief Deliverability Officer, Neolane
Email reputation and deliverability is a much an art as it is a science. Attend this session to strengthen your email deliverability skills and knowledge. Learn advanced technical tips & tricks to leverage Neolane’s rich deliverability feature set. Inbox rendering and monitoring, spam scoring, quality auditing, seed-list management, quarantining, whitelisting and throttling will no longer hold any secrets for you. Learn tangible and pragmatic measures to take to optimize your email deliverability strategy.
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Today's highly mobile and engaged economy rewards businesses that deliver relevant, timely, and personalized customer interactions. An engaging customer experience wins business, but managing this experience between corporate marketing and local entities is challenging. Alignment between the corporate and local marketing functions is often hobbled by lack of communication, uncontrolled use of the brand, and redundant systems and processes. How can an organization overcome these obstacles to achieve top-line growth and maximize bottom-line efficiencies?
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New channels such as mobile deliver new opportunities, so long as you understand how to package your communications to encourage response. But marketers must bridge the gap between emerging mobile and traditional channels to most effectively interact with and engage each customer. Learn how you can successfully integrate mobile into the traditional marketing mix.
2. #1 What are some of the
ways that brands are
using social media today?
L
istening – Perhaps the most common use is monitoring, which allows
businesses to gain real-time insight into what is being said about their
brand. This insight is aggregated, analyzed, and leveraged for a variety of
purposes, including product development, marketing, customer service,
etc. A natural extension of listening, many brands also use social media to
directly respond to service and support inquiries.
Brand Awareness – On the marketing side, social media sites are commonly
used to build brand awareness, through a combination of games, contests,
quizzes, surveys, and community management.
Page 1
3. Acquisition Qualification – As social marketing matures, many brands are
now looking to leverage these channels for acquisition and qualification,
using forms, Facebook Apps, and other means to collect and enrich
customer intelligence.
ne-to-One Engagement – Using the rich data available via social media,
O
marketers are starting to deliver highly relevant, personalized experiences,
including one-to-one messages and content via Facebook Apps, Twitter
direct messages, etc.
Page 2
4. #2 Why do social media
present such valuable
marketing opportunities?
There are three primary reasons why social media sites are so valuable
to marketers are:
Users – The top social media sites possess enormous user bases. With
more than 900 million monthly active users, Facebook would be the third
largest country in the world. Twitter, meanwhile, has surpassed 500 million
total accounts.
Engagement – What’s more impressive is how highly engaged these users
are. Facebook has 526 million daily active users who log 10.5 billion minutes
Page 3
5. on the site—each day. Twitter has 140 million active users who send a
billion tweets every three days.
Data – Lastly, social media creates a tremendous amount of data. These
sites offer unprecedented insight into customers’ interests, needs, and
behavior—in real time. Acquired properly, this data can be a significant
relevance multiplier for marketers.
Charting Facebook’s
impressive growth
and its march towards
one billion active users
(source: iCrossing)
Page 4
6. #3 Why do consumers
really like/follow brands
on social media sites?
The reasons consumers like/follow brands
may not be what brands or marketers think.
One survey1 illustrates the misconception.
While consumers ranked purchases and
discounts as their top motives for following
brands, these reasons were lowest on the list
of why brands think consumers follow them.
A Nielsen survey2 further validates consumer
preferences, ranking discounts/special offers
Page 5
7. as the top reason for liking or following a brand, followed by supporting the
brand and receiving news/updates. While motives vary by industry, region,
etc., it’s clear that value is expected in exchange for the follow.
Page 6
8. #4 What is the value of a
brand’s Facebook “likes”
and Twitter followers?
Using mass media pricing models, or cost per thousand impressions (CPM),
industry pundits have pegged the value of a Facebook “like” at anywhere
from $3 to $136. However, these estimates are theoretical and imprecise,
with the real answer being zero—until explicit action is taken to acquire,
qualify, and engage fans in a one-to-one manner.
As former Forrester Research analyst Augie Ray writes3,
“The smart marketer will approach the question of value as if
the answer is zero – there is no intrinsic value to a Facebook
fan … What’s the value of an email subscriber if the company
Page 7
9. never uses the database for anything? … It is what companies do with fans
that creates value, not merely that a brand has fans.”
With consumers showing a clear appetite for discounts and offers, there’s
an opportunity for marketers to monetize likes and followers by engaging
in direct marketing via social media.
Page 8
10. #5 Beyond listening and
posting, what are next
steps for social marketing?
The following social marketing roadmap helps marketers to identify the
next logical progression for their brand:
Establish Goals – Brands define their social media objectives, as well as the
criteria against which success will be measured.
Build Listen – After establishing their social presence, brands begin
listening and responding to their audiences.
Influence – To increase reach, brands implement basic features (e.g. social
forwarding/sharing) and launch mass campaigns via social channels.
Page 9
11. Social Opt-in – Brands identify and acquire fans/followers, and enrich their
profiles in a central marketing database. Opt-ins can be acquired through
Facebook Applications, web forms, social sign-on, etc. Regardless of the
mechanism, some value (e.g. games, promotions, access to exclusive
content/deals) is offered in exchange for information.
Engage – Employing direct
marketing principles, brands
engage fans/followers by
delivering relevant, personalized
experiences, including one-to-
one messages and content via
Facebook Apps, Twitter direct
messages, etc. All messages
and offers are coordinated
seamlessly with other channels,
creating consistent cross-
channel dialogs.
Page 10
12. #6 How can I use the wealth
of data available on
social media?
Social media sites offer
unprecedented insight
into customers’ interests,
behavior, and sentiment.
Unfortunately, as Forrester
Research notes, “too many
companies remain trapped
by merely monitoring or
passively collecting social
media. Few actually reach
Page 11
13. Social Intelligence: driving their marketing and business strategy using the
data that social media creates.”4
To achieve social intelligence, marketers must capture social profile data
in their central marketing database, integrating it with data from other
channels/sources to build a single, real-time customer view. This 360-degree
view can then drive intelligent marketing decisions, from segmentation and
personalization strategies to channel, offer selection, and more.
Examples include segmenting influential Twitter followers for a special
offer; sending Facebook fans a special message/offer on their birthday; a
concert promoter leveraging location and likes to inform users when their
favorite bands are coming to town; a publisher leveraging likes to cross-
promote its titles and authors; a bank sending users who check into a new
city a list of nearby ATMs; etc. The possibilities are virtually limitless.
Page 12
14. #7 Is it ok to capture
social media data in my
marketing database?
Data privacy and security is top-of-mind with consumers and brands alike.
Given the sensitivity, marketers may be hesitant about marrying social
profile data with their traditional marketing datamart. Done properly,
however, there should be no cause for concern. Marketers should:
Obtain Permission – By implementing a social opt-in, brands can obtain
explicit consent to bring social profile data into the marketing database
and use it to deliver increasingly timely, relevant, and effective offers
across channels.
Page 13
15. Set Expectations – As with other channels, it’s important to set clear
expectations about what data is being captured and how it will be used.
In addition, don’t capture data that’s not necessary to create relevant,
engaging experiences.
Never Violate Trust – It goes without saying that social profile data should
never be bought or sold. In general, always be open and honest and never
do anything that could conceivably violate consumers’ trust.
A Facebook App install
screen, showing
exactly what data is
being captured.
Page 14
16. #8 How should my
marketing strategies vary
for Facebook vs. Twitter?
Social marketing strategies are very much dictated by the media.
Twitter – Limited to 140 characters, marketers must be concise and action-
oriented, ultimately driving followers to the brand’s website, Facebook
page, YouTube channel, etc. Because of its user base, Twitter is a great
channel for targeting influencers.
Facebook – Marketers have more real estate and options to engage fans
directly within the platform, including:
Page 15
17. Posts – Can be created and managed like email campaigns, with
a subject, image, body, and call to action. There are even basic
segmentation criteria (e.g. country, city, and language). Because fans
don’t frequently visit brand pages on their own accord, posts should
be used to drive traffic to Apps.
Apps – Can deliver graphically-rich, interactive user experiences that
are fully personalized based on what the brand knows about the
visitor, either via their Facebook profile or data housed in the marketing
database. Options include promotions, games, quizzes, and surveys,
as well as tabs containing personalized offers and other information.
Page 16
18. #9 What’s the best approach
for engaging users on
social media?
Listen, Test, and Measure – Because every community is unique, social
marketing approaches must be tailored to a brand’s audience and business
goals. To determine the right strategy, engage in a continuous cycle of
listening, testing, and measuring.
Offer Value for Time – On social media, you compete for your fans’
mindshare not only with other brands, but their friends and family. Thus,
in exchange for liking or following your brand, they expect immediate
and tangible value—from offers/discounts to some mix of entertaining or
educational content.
Page 17
19. Have a Cross-Channel Vision – As Forrester Research says, “Facebook
is not an island. It’s as important to integrate it with the rest of your
marketing as with any other medium.”5 Because consumers interact with
brands via multiple channels, often simultaneously, social media cannot
be managed in isolation. Otherwise, the customer experience—and
business results—will suffer.
Page 18
20. #10 What’s the best way
to generate social
marketing ROI?
Many C-level executives believe that social media lacks a measurable
ROI. That’s because, to date, brands have focused primarily on listening
and community management—activities that are resource-intensive and
don’t contribute to the top line. The secret to unlocking social marketing
ROI is applying direct marketing techniques to these channels, including
acquiring permission via social opt-in, capturing social profile data, and
delivering personalized messages/offers that drive sales conversions and
sustainable long-term relationships. By following this approach, social
marketing programs will be more in line with consumer expectations (see
question #3) and ultimately drive more revenue.
Page 19
21. The value of identifying and acquiring contacts from social media into the
central marketing database cannot be overlooked. Consider the following
example: if a brand converts 5% of its 2,000,000 Facebook likes into
identified contacts (assuming 25% overlap with existing contacts), it will
generate 75,000 net new contacts. Assuming an average value of $20 per
identified contact and an average gross margin of 30%, these contacts will
produce an estimated $750,000 in incremental profit.
Page 20
22. #11 How can I integrate
social media with other
marketing channels?
While features like Share with Your Network (SWYN) or a mobile-optimized
emails might come to mind in terms of blending social, email, and mobile,
effectively bringing social media into the marketing mix should be much
more systemic. That’s because consumers not only interact with brands
via multiple channels; they exert greater control over the terms of
engagement. In order to keep fickle customers engaged, marketers must
deliver an experience that is truly seamless and highly relevant across a
growing spectrum of channels.
Achieving this seamless experience or dialog isn’t built on individual
Page 21
23. features. It requires an integrated, cross-channel approach to marketing
that’s based on:
Single Customer View – To ensure the latest, most comprehensive
data is driving offer selection and 1:1 personalization
Central Offer Personalization Engine – To fuse inbound and
outbound marketing strategies and deliver 1:1 content and offers,
independent of channel
Seamless Channel Integration – To engage customers and prospects
in sustained, 1:1 conversations, seamlessly across touch points
With these elements in place, marketers can put the customer at the
center of the relationship, and orchestrate timely, relevant messages
driven by their needs, interests, and behavior.
Page 22
24. #12 How can I create
personalized experiences
on social media?
While social media sites have been used primarily as mass marketing
tools to date, there are plenty of opportunities to deliver personalized user
experiences.
Twitter – Direct Messages (DMs) can be segmented based on numerous
criteria (number of followers, interests, language, location, etc.) and fully
personalized, including the addition of personalized URLs (PURLs).
Facebook – Facebook offers the most personalization potential. On a basic
level, posts on brand pages can be segmented based on the location and
Page 23
25. language of the visitor. What’s even more valuable, though, is ability to
personalize Facebook Apps. Once a fan subscribes to an app on a brand
page—granting permission to share some of their data—the app content
can be fully personalized using not only Facebook profile data but data
from the CRM database (e.g. customer status, loyalty points, etc.). Using
Facebook Connect, the same level of personalization can be extended
to a brand’s website, creating a seamless, engaging experience across
digital properties.
In addition, there are emerging options for engaging Facebook fans via
one-on-one messages. Once more fully defined and governed, these
options could be particularly useful for delivering real-time transactional
or service messages, alerts, etc.
Page 24
26. #13 Are there limitations
that could impact social
marketing efforts?
Perhaps the biggest limitation with social media is how quickly the industry
is changing. From Facebook’s frequent iterations to new sites emerging
on what seems like a daily basis, keeping pace with social media is like
drinking from a fire hose. Brands need the right people, processes, and
technology to quickly identify, assess, and adapt to evolving market
conditions, including potentially restrictive changes.
Take, for instance, Twitter’s daily limit of 250 direct messages (DMs). If
brands are using DMs to send personalized marketing messages, they
need the flexibility to create business rules in their campaign workflows
Page 25
27. to prioritize recipients and execute messages in waves. Another recent
example was the roll out of Facebook Timeline for Brands, which eliminated
default landing tabs, forcing marketers to adapt their promotion and
communication strategies.
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28. #14 Is social marketing just
for B2C companies?
Contrary to popular belief, social marketing is not just for B2C companies.
In fact, according to one survey6, more than 93% of B2B marketers use
social media to market their businesses. The same report reveals that
B2B marketers are getting results from social media.
While B2B companies generally have fewer fans than consumer brands, it’s
quality—not quantity—that matters, with 10,000 engaged fans being more
valuable than 10 million passive likes. While LinkedIn is well suited for B2B
marketing, Facebook, Twitter, and others each offer unique opportunities to
educate and engage target audiences with relevant, content.
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29. Sources
1
I
BM Global Business Services, “From social media to Social CRM: What customers
want,” March 2011
2
Nielsen, Global Online Survey, Q1 2011
3
F
orrester Research, Inc., “What Is The Value Of A Facebook Fan? Zero!”, July 8, 2010,
by Augie Ray
4
F
orrester Research, Inc., “The Road Map To Integrating Social And Customer Data,”
October 25, 2011, by Zach Hofer-Shall with Dave Frankland and Allison Smith
5
F
orrester Research, Inc., “It’s Time to Make Facebook Marketing Work,” November
28, 2011, by Nate Elliott with Sean Corcoran, Sarah Glass, Sarah Takvorian
6
S
ocial Media Examiner, “2012 Social Media Marketing Industry Report,” April 2012
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