evaluating social media - beyond "liking" and tweeting

Beyond “Liking” and Tweeting

Ruben Quinones,

Director of New Media

Who We Are•Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing &tracking search based campaigns

•Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing &tracking search based campaigns

Some Brands We Have Worked With

30 Minutes?

• How to start developing a strategyaround identifying conversationsand potential influencers

• A few key points on some of thetop platforms

Social Media is often confused with ….

The Secret to Marketing on Social Media

Don’t Market!

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Awareness

Favorability

Consideration

Purchase

The Social Landscape

DiscoveringAudiences for Content

CustomerSegmentation

Alliances

Identify Key Terms for YourCustomer Segments

Audience – Segmented customer or alliance.

Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)

Context – key terms that attach a type of relevance,for ex. New York, venue, etc.

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Discovering Social OpportunitiesEmploy boolean searches – ex.

If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”

“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point

“touch point” “context”“touch point” “touch point”

Boolean search for brandname and a touch point.

ex.“new york”, “customer

service”

Can be multiple variations ofpreviously mentioned

boolean searches

Filter by News & Blogs

Discovering ContentTopics/Conversations

Boolean searches on Twitter

Discovering ContentTopics/Conversations

Boolean searches onsocialmention.com

Discovering ContentTopics/Conversations

Is Your Audience on Linkedin?

Search for your audiences byGroup

Sourcing Your Next Topic

Boolean searches on YouTube

Discovering ContentTopics/Conversations

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Prioritizing Your Findings

Document your findings fromyour boolean searches

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Establishing Initiatives, TouchPoints, desired audience, etc.

Leveraging listeningtools, researching

Prioritizing sites, networks,and influencers

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Establishing messaging,frequency, further refine KPI’s etc.

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Setup channels, redirectfocus on existing if

applicable

Social Campaign FlowInitial

Planning

Listen

Analyze

Plan

Deploy

Evaluate

Analyze performance,Always be listening.

A Closer Look at Some Platforms

“Likes Are Not Sustainable”

A True Social Network that has caters toconsumer focused brands

• Be Educational, Exclusive, & Entertaining

• Stay Engaged – Be active

• Posting – Ask questions, be Consistent, beshort, share relevant links.

A micro blogging service – does well for realtime response, promotions

Be Short, Responsive, and give back to thetwitter ecosystem

• Monitor – Keep an eye out for brand andaudience key terms, hashtags for opportunities toengage. Monitor competitive tweets

• Think – Wait 5 minutes when you are about totweet and or have a response to one

• Give Back– Highlight your targeted audienceand likeminded brands

Real time aggregation ofhashtags/key terms in

tweets

A Business based social network – although therehave been a push for company pages, personal

business relationships thrive in this network.

• Works well with client facing professionals

• Have a full profile, communicate beyond your titlewhat it is that you do

• Connect, Connect, Connect

• Research your audience, and engage with potentialcustomers/audiences

Numbers and Engagement are not close to Facebook’s

• Is integrated into search results• Authenticates Bloggers on sites (Google Authorship)• Houses Google Places (formerly maps)

#2 Largest Search Engine in the World

• Is integrated into search results• Harder for small businesses to produce vs. written content• Works well for educational marketing, demonstrations• See how many views your potential topics are getting

Tools to Use

External tool - https://adwords.google.com/o/Targeting/Explorer?

Thank You!

www.linkedin.com/in/rubenquinones