5* Ways to Optimize Social Media Marketing

5*
TOOLS TO OPTIMIZE
SOCIAL MEDIA
MARKETING
Wednesday, October 27, 2010

@matt_heindl
Director of Social Marketing

SOCIAL WORK

1. My quick POV on what “social” is…
2. … How that relates to “social marketing”
3. Tools to work smarter and faster
AGENDA

Which platform is most important to your marketing?
1. Facebook
2. Twitter
3. Blogs
4. All of them!
QUICK SURVEY
(what sort of social media guy would I be without “listening”?)

WELCOME
TO
GRAD
SCHOOL.

GURUS
BE
GONE.

MY
HUMBLE
POV

1. text
2. text
3. text
4. text
5. text
TITLE

Media consumption
has changed
more in the last 5 years than in the 20 preceding it
But the motivations are as old as humanity...

1. text
2. text
3. text
4. text
5. text
TITLE
Google CEO, Eric Schmidt:
“Every two days now we
create as much information
as we did from the dawn of
civilization up until 2003.”

SCARED
YET?

CONFUSED
EVER?

THAT’S
OK.
(SO ARE SOME OF THE VENDORS.)

Rampant adoption of social
media as the “next big thing”
Rampant disillusionment with SM
technology vendors, which broke
promises expressed or implied
Promise fulfilled: data complete, metrics
reliable, software scalable, enterprise
fully enabled, ROI demonstrated
Social Media
Tracking
Social
Intelligence
TECHNOLOGY HYPE CYCLE THROUGH ADOPTION
Thanks to Visable Technologies
A TEXTBOOK EARLY MARKET…

A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
Social
Intelligence
Social Media
Tracking

First
Generation
Technology
Social
Intelligence
Social Media
Tracking

First
Generation
Technology
Next
Generation
Technology
Social
Intelligence
Social Media
Tracking

ARE WE
THERE YET?
ALMOST.

LET’S LOOK
AT SOME
TOOLS!

SOCIAL MEDIA PUBLISHING PLATFORMS
• BUDDY MEDIA
• VITRUE
• CONTEXT OPTIONAL
• INVOLVER
• WILDFIRE (contest specialists)

WHAT DO THEY DO, IN GENERAL?
Allow us to appear to have created custom Facebook apps

Buddy Media
Drag and drop “widgets” into your template

• Gifts
• Photo
• Polls
• Quizzes
• Calendar
• My Plans
Available apps/widgets.
Buddy Media

• Gifts
• Photo
• Polls
• Quizzes
• Calendar
• My Plans
• Image Gallery
• My Picks
• YouTube
• RSS
• Twitter
• Opt-in
• Message Maker
Available apps/widgets.
Buddy Media

Just dress’em up!
Buddy Media

Just dress’em up!
Buddy Media
They are NOT ready out of the box…
You will need to add your
design elements with css templates
Most platforms can do it for you for a fee.

… And hang them on your wall!
Vitrue

FACT:
95% OF YOUR
FANS NEVER
VISIT YOUR PAGE.

Allow us to preview, schedule and add photos to updates.

… and that’s not all!

… and that’s not all!
• Schedule, post and track brand messaging to the Facebook
Newsfeed and your Page Wall
• Include images, links, videos and sapplets as needed
• Track the performance of historical posts to inform social messaging
strategies for the future.

Post archiving and
organization

Monitor Your Wall

Analytics!

Fan CountUser Engagements Tab Views

WHY? (If you are not convinced yet)
Key benefits of a platform
• Demand:
Every global brand team is looking for an immediate social solution
• Reduced time to market:
Brands can activate presences within weeks
• Cost savings:
Provides significant cost savings versus one-off, custom development projects
• Ease of management:
Technical and admin changes made at the platform, not page, level
• Control:
Granular permissions provide global brand control with local customization
• Solid foundation:
Scalable Page architecture is critical to maximize Facebook efforts
• Security:
Deploy and manage hundreds of Pages globally through a secure system without granting
high-level Facebook Page admin rights to any one team or individual

HOW
MUCH $$?

Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per month
Create status updates,
add chosen media and
preview the update before it
goes live… and schedule
WHEN the update occurs
Allows one to create
tweets, attach files and
photos, preview the
Tweet as well as
schedule when the
update occurs.
Allows users to use a suite
of out-of-the-box "apps"
ranging from video players
to sweepstakes entry forms
to photo slideshows to polls:
and customize artwork.
Set alerts and filters
for four letter and
competitor terms.
Contract term
Average cost to
use the service
(either as
contracted or
prorated)
Vitrue 9 8 8 (includes wall apps) 7 32 M-t-M or annual sub $2500 or $2000 (yr)
Buddy
Media
5 6 7 (includes embed apps) 7 25 annual sub only $5000
Context
Optional
5 6 6 7 24 3 month $2500
Involver 5 2 4 5 16 6 months $2500
SOCIAL MEDIA PUBLISHING PLATFORMS: SCORECARD

DO BETTER
ON TWITTER

TWITTER PLATFORMS
• TWEETVISOR
• TWEETDECK
• TWEETREE
• iTWEET
• TWEETDECK
• ECHO
• CO-TWEET
• … and tons more

Give us an alternative user interface to standard Twitter.

DEMO:
HOOTSUITE

Intermission

ADVANTAGES OVER PLAIN-’OL TWITTER
• SCHEDULING
• EASY LIST CREATION
• LINK SHORTENERS BUILT IN
• ACCESS TO KLOUT/RANKING
• MULTIPLE STREAMS, MULTIPLE USERS
• MONITORING
• ANALYTICS: PLUG YOURS IN OR USE THEIRS
• FACEBOOK AND FOURSQUARE ADD-INS

NOW YOU
KNOW HOW
TO LOOK
LIKE A PRO.

…BUT POST
WHAT?
AND WHEN?

SOCIAL
FLOW

Take the guesswork out of social.
Allow you to say the right things,
at the right time.
The art & science of increasing
trafﬁc, ReTweets, shares,
mentions and followers.

Understanding the path to success is essential: earn attention, engage the
audience, and be relevant by adding value to the conversation.
The result is desired actions (click-throughs, RTs, shares, mentions and follows).
SuccessEngagementEarning
Attention
ACHIEVING SUCCESS IN SOCIAL MEDIA

LANGUAGE
Create Tweets using
compelling messaging
SocialFlow determines when to send out each Tweet so that you achieve
maximum desired actions from your audience.
TIMING
Release Tweets when
conversations peak
METRICS
Measure success of
CTR, C/T, C/F, RT, and
Followers
Click
Data
HOW SOCIALFLOW WORKS

Number of Followers
Trafﬁc to your
website from links
in your message
CTR
Quality of your
Content
Clicks Per
Tweet
Quality of your
Content
Clicks Per
Follower
Earned reach
ReTweets
HOW DO YOU MEASURE SUCCESS?

Content
Pipeline
Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately.
Dashboard View real-time performance of each post, audience growth, and tweet frequency.
Analytics &
Insight
Understand audience response by tracking content performance (clicks/Tweet), audience quality
(clicks/follower), click distribution, and other KPIs. Use these insights to improve and create new
content and engagement.
Settings
Customize virtually every parameter on SocialFlow to suit your business needs, including rules
for constructing Tweets & posts, time & volume limits, content weighting, and optimize, hold or
publishing immediately.
Tracking
Enable Omniture or Google Analytics tracking to ensure that trafﬁc from social channels via
SocialFlow is accounted for.
KEY PRODUCT FEATURES

Clicks/Tweet by 51%
Clicks/Followers by 29%
Followers from 188k to 357k
April – August ʻ10
Major global weekly
business and world affairs
news magazine
Music retailer and
subscription service
/Tweet by 932%
Clicks/Followers by 198%
Followers from 5.2 to 8.5k
March – August ‘10
PROVEN SUCCESS

Use SocialFlow:
Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay attention to you

Use SocialFlow:
Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay attention to you
Increase engagement & audience quality
Grow your audience
Create more compelling, relevant content
delivered at peak audience interest

ONE MORE
QUICKIE!

TRACK YOUR TWITTER GROWTH

BUT ARE THEY
INFLUENTIAL?

THANK
YOU@MATT_HEINDL

5* Ways to Optimize Social Media Marketing

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

5* Ways to Optimize Social Media Marketing