ParkWhiz social media presentation - SoMe session

®2013 ParkWhiz | parkwhiz.com
ParkWhiz Perspective:
Social Media
1

Social Media = The Race for High Score!
2

Social Media = The Race for Advocacy!
3

Show a sense of ownership, creating content, and
influencing the opinions of others – ULTIMATE
ADVOCATES
Generate content beyond comments (pics, videos,
blogs, product reviews, etc.) – they advocate on
behalf of the brand, but lack the reach needed to
have large scale impact
Post comments and engage in a low level dialogue
Not actively participating, but may share or pass
along content to their friends
Occasionally viewing but not actively participating
or sharing links and content
Categorizing Consumer Advocacy !
4

1.  Maximize the number of Curators by
actively moving consumers up the pyramid
2.  Amplify the voice of Producers by providing
them with outlets to advocate on behalf of
the brand
3.  Encourage engagement with the brand
in social mediums, driving increased
depth of awareness and assisting in the
identification of potential Producers and
Curators
Activating Consumer Advocacy !
5

Grow
Advocate
Base
Engage With
Advocates
Generate
Advocacy
Content
Aggregate
Advocacy
Content
Distribute
Content
Brand-Distributed Consumer Advocacy!
6

Social Media Foundation!
1.  Goals
2.  Strategy & Insights
3.  ParkWhiz Practice/Implementation
7

Goals!
Primary goals for social media:
1.  Increase unique traffic to your company
2.  Engage and excite users and influencers
3.  Better understand, identify and engage
potential users and businesses
4.  Build and maintain your brand
5.  Improve customer service/relations and
satisfaction
6.  Enhance marketing campaign effectiveness
7.  Convert anonymous traffic to known visitors
8

Content is KING!!
9

!
Facebook - Strategy!
•  Increase recognition
•  Increase engagement
•  Establish and maintain brand’s voice
•  Searchability
Key Metrics:
•  Total “Likes”
•  Friends of fans
•  People talking about this
•  Weekly Total Reach
Posts
•  1-2 per day (no more than 7/wk)
•  Non-busy hours (8pm – 7am)
10

!
Facebook - Action Plan!
Action Type Priority
Level
Action Details Frequency Metric/
Tracking
Time/Wk Means
Audit Existing
Page
1 Update Company details
and ensure consistency
across platforms
Ongoing Page completion 1 hr Facebook
Increase “Like”
Count
1 Ideate and post interactive
content, use ads and
sponsored stories
Ongoing # Impressions
# Likes
30 mins Facebook
platform
Hootsuite
Sprout Social
Post content 1 Use existing resources to
create engaging content;
articles, blogs, posts,
reminders, discounts, etc.
2-3 posts/wk # Impressions
# Likes
20 min Wordpress blog
Facebook
Hootsuite
Sprout Social
“Like” Fan Pages 2 Search for relevant pages to
“Like” and receive updates
2-5 likes/wk # Likes 10 -15 min Facebook search
Internet search
Welcome Tab for
Page
3 Create tab, align company
description
Ongoing # Welcome tab
views
# Likes
45 min Wildfire
Facebook
Contests and
Sweepstakes
3 Create and administer
Facebook contest
Ongoing # Contest tab
views
# Likes
# Entries
1 hr Wildfire
Facebook
11

!
Facebook - Activity!
Total reach: 2,278Total reach: 1,187
Paid reach: 293
Total reach: 13,104
Paid reach: 12,504
Co-Marketing
12

!
Twitter - Strategy!
Purpose:
Key Metrics:
•  Total Followers
•  2nd –order Followers
(follower’s follower count)
•  Retweets
•  Mentions
Posts
•  2-4 per day (no more than 7/wk)
•  Busy hours (8am – 7pm)
13

!
Twitter – Action Plan!
Action Type Priorit
y
Level
Tracking
Time/Wk Means
Audit Existing Page 1 Update Company details
and ensure consistency
across platforms
Ongoing Page completion 1 hr Twitter
Increase Follower
Count
1 Use 3rd party Twitter apps
to increase # of followers
Ongoing # Followers 30 mine Twitter
Hootsuite
Sprout Social
Follow Users
Follow Backs
1 Use existing resources to
create engaging content;
Articles, blog posts,
reminders, discounts, etc.
2-3 posts/wk # Impressions
# Likes
20 min Wordpress blog
Facebook
HootSuite
Sprout Social
Tweet 1 Tweet content 2-3 tweets/day # Clicks
# Retweets &
Replies
25-30 mins Twitter
Hootsuite
Sprout Social
Community
Engagement &
Management
2 Retweet other Twitter
user’s content, reply to
users, comment on tweets
related to keywords,
phrases, industries
Ongoing # Welcome tab
views
# Likes
45 min Search.Twitter.com
Hootsuite
Sprout Social
Contests/
Sweepstakes
3 Administer Tweet-A-Away Ongoing # Followers
# Retweets
1 hr IceRocket
Twitter
14

!
Twitter - Activity!
15

!
LinkedIn - Strategy!
Purpose:
•  Establish network
•  Establish and build brand
•  Thought-leader
Key Metrics:
•  Connections
•  Followers
•  Discussion participation
•  Referrals
Posts
•  2-3 week
16

!
LinkedIn – Action Plan!
Level
Tracking
Time/Wk Means
Audit Business
Page
2 Update company details,
ensure consistency across
platforms
Ongoing Page completion 1 hr LinkedIn
Increase
Company
Follower Count
2 Engage LinkedIn users to
follow ParkWhiz for updates
Ongoing # Followers
# Relevant
Followers
30 mins LinkedIn
Post Content 3 Post direct viewers to Blog
and/or Facebook
1 / wk # Clicks 20 min LinkedIn
Hootsuite
Wordpress
Social Sprout
Community
Engagement &
Reputation
Management
3 Engage in group discussions
Reply to users who engage
with ParkWhiz
Comment on updates related
to keywords, phrases,
industries
Ongoing # Comments
# Replies
30 mins Wordpress
17

!
LinkedIn - Activity!
18

ParkWhiz Content Programs
19

!
YouTube - Strategy!
Purpose:
•  Establish brand
Key Metrics:
•  Video views
•  Video reviews
•  Stars
•  Likes & Dislikes
Posts
•  Whenever relevant content
is available
20

!
YouTube – Action Plan!
Level
Tracking
Time/Wk Means
Audit Channel 3 Update company details,
platforms
Ongoing Channel
completion
1 hr YouTube
Add Videos 3 Add video testimonials,
press/editorial, ParkWhiz
personality videos to
channel, get code for posting
videos on social sites
Ongoing # Video views 1 hr YouTube
21

YouTube - Activity!
22

!
Blog - Strategy!
Purpose:
•  Establish network
•  Establish and build brand
Key Metrics:
•  Number of posts
•  Audience growth (unique and returns)
•  Comments and likes
•  Subscribers
•  Inbound links
•  Social network referrals
•  SEO improvements
Posts
•  2-3 week
•  Whenever best for SEO optimization
23

!
ParkWhiz Blog – Action Plan!
Level
Tracking
Time/Wk Means
Audit Blog 1 Update company details,
platforms
Ongoing Page completion 1 hr Wordpress
Blog Posts 1 Post content on blog with
SEO optimized content and
photo
2 posts/wk # Post views
# Social shares
# feedback
45 mins Wordpress
Reputation
Management
2 Reply to comments on the
blog posts and search for
mentions
Ongoing # Impressions
# Likes
20 min Wordpress
Hootsuite
Sprout Social
Google Analytics
Blogger Outreach 3 Like and comment on
relevant blog posts related to
keywords, phrases,
industries
Ongoing # Comments
# Replies
30 mins Wordpress
SEO 3 Align company description,
optimize tags, photos, etc.
Ongoing Google PageRank
# Blog views
30 mins Wordpress
Google Analytics
24

!
Blog - Activity!
25

ParkWhiz social media presentation - SoMe session

More Related Content

What's hot

Viewers also liked

Similar to ParkWhiz social media presentation - SoMe session

Recently uploaded

ParkWhiz social media presentation - SoMe session