3. 3
BEYOND “LIKES”
It’s not enough for brands to
accrue likes on Facebook.
The most successful and impactful
social strategy is one that is platform
appropriate, tailored perfectly to your
brand’s consumer and woven into your
overall marketing campaign.
4. 4
STEPS TO SUCCESS
§ Know which popular and emerging
platforms make sense for your brand, so
time (and money) isn’t wasted on
ineffectual efforts
§ Implement a social strategy, instead
of executing a series of one off
promotional tactics
§ Integrate with other marketing efforts
§ Be active, with consistent involvement in
social media
5. 5
Emotional Currency can
be transactional
and/or transformative
It can come from creating an emotional
connection based on a shared experience,
compelling visual language, elevating copy
or simple cues from the past
It’s about being on the
inside of consumer behavior, their beliefs
and rituals
…and create an emotional
connection with consumers based
on shared experience, compelling
imagery, elevating copy or simple
social cues.
7. 7
A BETTER
UNDERSTANDING
Approaching social media analytically can give
brands valuable intelligence to make strategic
marketing and branding decisions.
Social media can provide valuable insight into:
§ Consumer behavior
§ Industry trends
§ Competitor activities
§ Product buzz
§ Employee/stakeholder insights
§ Consumer sentiment
8. 8
THE ROI OF
SOCIAL MEDIA
In addition to leveraging the intelligence gained
from analyzing buzz, social media can:
§ Drive brand awareness
§ Generate leads
§ Drive sales
§ Enhance customer service
§ Turn consumers into brand advocates
9. 9
SOCIAL SEO
Search engines are putting increasing weight on
social connectivity in search:
§ Google’s “Search Plus Your World” giving search
results based on Google+ connections
§ Facebook is rolling out Graph Search to enable
users to discover products and services their
friends have used
§ Bing encourages users to ask Facebook or
Twitter friends for search suggestions
Social media is changing the way search results
are delivered and radically altering SEO best
practices.
11. START IN THE DEEP END
We take a deep dive into conversations
happening around your brand and industry,
including:
§ Sentiment: What people are saying –both
positive and negative.
§ Trends: What are the topics of conversation
in which your brand name appears?
§ Competitive Analysis: How does your buzz
stack up against competitors?
§ Platforms: Are your constituents on
Pinterest, Facebook, The Fancy or Twitter?
11
12. UNLOCKING KEY
PLATFORMS
Through analysis comes insight. Embrace the
spaces and places where your consumers and
influencers spend their time.
§ Pinterest is hot among mothers in their 30’s
from rural states
§ The Fancy has a user base that is 50%
European, 50% American and an average
income of 100K+
§ The top profession among Google+ users is
software engineer
Finding the right space and having a great
platform-appropriate strategy are key to
success in social.
12
13. 13
MARKETING
Strategy doesn’t stop at creating engaging
content. Some of the top reasons people
connect with brands via social media are to:
§ Be first to hear about great deals
§ Participate in exclusive experiences (like
great apps or compelling promotions)
§ Grab coupons to save money
14. 14
MAKE IT FUN
Create brand-focused, active voice, fun and
viral social media promotions to keep
consumers engaged and coming back for
more:
§ Cross-Platform Image Driven Messaging
Campaigns
§ Sweepstakes
§ Coupon Campaigns
§ Social Commerce
§ Custom Facebook applications
§ Videos
15. 15
SOCIAL
ADVERTISING
A key tactic to connect consumers with brands
on social media. Precisely targeted, concise
messaging delivered right to your consumers.
Target your audience according to:
§ Facebook ads
§ Promoted videos on YouTube
§ LinkedIn ads
§ Promoted tweets and hashtags on Twitter
16. 16
BLOGGER OUTREACH
Social media advertising and blogger
outreach connects consumers with new products
and reintroduces them to old favorites, while
ensuring social media accounts enjoy steady
growth and engagement.
Our team has established relationships with
bloggers who review products and offer
giveaways. A great way to build buzz and seed
new products with consumers.
17. 17
24/7 MONITORING
Using the right tools, social media accounts can
be monitored 24 hours a day, ensuring content
posted by users is brand safe and customer
service inquiries are dealt with quickly.
18. 18
SOCIAL MEDIA
REPORTING
Creating benchmarks and generating regular reports helps
mark progress towards social media goals:
§ Social Traffic/Buzz Volume: How much is being said
collectively through various social channels
§ Platform Insights: Report and analysis covering
Facebook, Pinterest, Twitter views, posts, interactions,
conversions
§ Share of Voice: How much chatter within the industry is
focused on your brand
§ Sentiment: The volume of positive versus negative
comments and posts
§ Competition: Use all of the above data points to compare
against the competition
§ Analysis & Recommendations: We’ll deliver actionable
insights and ideas to maximize campaign impact
19. 19
Keep your “eyes on the
enterprise” in how you
think about social.
Be nimble, responsive
and accountable.
20. 20
SERVICES
Website Design
& Development
Mobile Apps/
Mobile Web
Social Media
Search Marketing
Targeted Email
ABOUT
FLIGHTPATH
Flightpath has a !
18 year history of helping
organizations create,
connect or use digital
channels to maximize
potential and opportunities. !
21. 21
THANK YOU
www.flightpath.com 212-674-5600
We Support
BuildOn
www.buildon.org
The Bronx Charter
School for Children
www.tbcsc.org
We Present
The New York
Social Media Roundtable
nysocialmediaroundtable.com
We Blog
www.flightpath.com/insights
We Tweet
@flightpathny
We Jam
We Stroll
We Party
We Shoulder
