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SOCIAL MEDIA
MARKETING
Nick Westergaard / Westergaard.com
Background
Brand-Driven Insights at




NickWestergaard.com
       @NickWestergaard
photo via zeuxis.pixelsurgery / Flickr
Lo
  ca
  lM
       ar
       ke
            tp
             la
                 ce




Source: www.baekdal.com/articles/Management/market-of-information
BRANDTOUCHPOINTS
                                        MARKETING COMMUNICATIONS
                                        TOUCHPOINTS
                        Promotion
                        Direct Mail
                      Communications
                         Products
                        Advertising




                                                                Service
Brand DNA        BRAND                 CUSTOMER                Call Center
                                                                  Sales
- Logo                                 EXPERIENCE             Management
- Positioning
- Website                                                       Support



                                                               HUMAN
                                                               TOUCHPOINTS
                        Website
                        Demos
                         Email
                      Social Media
                         Blogs
INTERACTIVE DIGITAL
TOUCHPOINTS
CORE PRINCIPLES APPLY



Strategy   Execution   Analysis
PLAN FOR TODAY



Plan   Promote   Measure
BEST
PRACTICES


    photo via rishibando / flickr
EXAMPLES
PLAN
Failing to Plan is Planning to



#FAIL
NEED A
BLUEPRINT
ENGAGEMENT PLAN




 FOCUS ON THE CONNECTIONS
    THE TOOLS FACILITATE
        – MackCollier.com
5 USES OF SOCIAL MEDIA
1
140 million   107% sales
impressions    increase
BEST PRACTICES
- Connect traditional
  media with new media
- Branding can =
  $ALES!
E-COMMERCE




             2
MILLIONS EACH QUARTER
3

  MARKET
RESEARCH
COMPLEX
... OR SIMPLE
CUSTOMER
SERVICE/RETENTION




              4
Local
          Office




        CUSTOMER
         SUPPORT


Phone              Website
Local
                                Office
- Industry updates
- Customer support
- Local network programming



               Social         CUSTOMER   Website
               Media           SUPPORT



                                Phone
@MediacomCable                             @MC22
- Updates on industry news & information   - Provides updates on network-wide
- Customer support remains focus             local programming
- Starts longer conversations with         - High school & college sports
 customers via web or phone                - Local government programming


@MediacomSupport
- Provides support to customers for
  internet, cable, and phone issues
- Area outages
- Troubleshooting
- Channel questions
- Schedule service calls
- Future plans to add more support staff
DON’T FEAR
    NEGATIVE
INTERACTIONS
THESE ARE OPPORTUNITIES TO BUILD TRUST.
LOOKING FOR
                    BRAND HUMANITY




SOCIAL MEDIA IS PERFECT
FOR EXPRESSING THIS
LEAD GENERATION




5
#blogchat
PUTTING IT
ALL TOGETHER
IMPLEMENTATION +
ENGAGEMENT PLAN
- Engaging conversations — formal/casual
- Conference news now (workforce news later)
- Longer term social touchpoint (vs. Twitter)
- Home base
- Moderate fan conversations


- Breaking news; real-time conversations
- Drive traffic conference registration
- Generate media awareness
- Retweet industry news = thought leadership
- Customer engagement/conversations


- Conference interviews
- Last year and eventually current year (post-conf)
- Opportunity for more ...
PROMOTE
photo via davidking / flickr
OFFLINE
ENGAGEMENT
IS KEY
MEASURE
“You can’t
MANAGE
what you don’t
MEASURE.”
- Peter Drucker
NEED TO DEMONSTRATE




ROI
ROI IS HARD
BLOGGING

- Website traffic
- Unique visitors
- Total page views
- Subscribers (email & RSS)
- Average time spent per visit
- Click-through rate
- Bounce rate (What % of visitors leave
  the website after viewing the first page?)
- Number of times a post was shared
- Blog comments
- Average time spent per post
- Total fans; likes
- Total impressions (How many people viewed the
  post in the news feed or wall?)
- Monthly Active Users (How many people
  interacted with our brand in the last 30 days?)
- Engagement by post category (Do people
  respond most to links? Videos? Pictures?
  Questions? )
- Engagement by time of day/day of week
- Conversion rate (Of those who view our page,
  how many of them choose to “like” it?)
- Fan demographics (Are we reaching our target
  audience?)
- Unique page views (How many different people
  viewed our page?)
- Views, clicks, and engagement for different tabs
- Total followers
- Number of times listed
- Total brand mentions
- Sentiment (Are people talking positively or
  negatively about my brand?)
- @Reply ratio (What percent of my tweets are
  @replies vs. regular tweets?)
- Profile views
- Number of clicks per tweet
- Total retweets
- Engagement by time of day/day of week
- Video views
- Total channel subscribers
- Number of likes
- Number of comments
- Number of responses
- Popularity of your videos compared to others
- Views on spotlighted items/sales
- Click-through rate (referring to your site)
OVERALL ROI
- Correlations (between sales & engagement)
- Net new customers
- Reduction in overhead costs (customer
  service, communication, marketing, other)
- Promotional code redemptions
- Leads generated (& conversion rate)
- Dollars spent by the social customer (vs. non-
  social)
MEASURE ALL
OF THIS??
No. Find what works for you.
“Everything that can
be counted does not
necessarily count.

Everything that counts
cannot necessarily
be counted.”
QUANTITATIVE



photo via ell brown / Flickr
                               4.
                                QUALITATIVE
Case Studies
THE
TEASE
THE
REVEAL
PAID +
EARNED
FORD CASE STUDY:
 FARLEY QUOTES
FORD CASE STUDY:
                FARLEY QUOTES




“We can lower the amount of traditional advertising
    we do and see MASSIVE COST SAVINGS.
        We spend 10 cents on the dollar.”
KEY METRIC =
LOWERING
BUSINESS
COSTS
68% positive online mentions
before launching their blog.

After launching the blog ...
99%
POSITIVE!
“Victory in marketing doesn’t happen
when you sell something, but when you
  cultivate advocates for your brand.”
      – Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit
EARTH DAY
SOCIAL
+ PAID
PAID MEDIA IS
STILL CRITICAL
TO SUCCESS
What have
we learned?
EVERYONE’S A MARKETER
BRAND BUILDERS
CONTENT CREATORS
SOCIAL SKILLS
CUSTOMER SERVICE
KNOW TECHNOLOGY
STAY AHEAD OF THE MAJORITY

                    MAJORITY
                   (early & late)
  EARLY
 ADOPTERS

                                                 LAGGARDS
          S
     ATOR
INNOV




              Rogers Innovation Adoption Curve
A STEEP CLIMB?




photo via Shane R / Flickr
photo via mpilote / Flickr
photo via vistamommy / Flickr
#ICsocial




photo via alexanderdrachman / Flickr
Brand-Driven Insights at




NickWestergaard.com
       @NickWestergaard
Social Media Marketing

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