nikki little - the past, present & future of social media: learn how to propel your program...

THE PAST, PRESENT & FUTURE

OF SOCIAL MEDIAHow to Propel Your Program Forward

Nikki Little | Account Manager, Social Media | Identity

PR, marketing and advertising

EXPERIMENTEDwith social media.

THE PAST

Communications teams

EXPERIMENTEDwith social media.

It was all about

SELF PROMOTIONon company social channels.

Businesses were on

EVERY CHANNELwith no strategy.

It was all about

THE BIG “FOUR”Facebook, Twitter, LinkedIn,

YouTube

Earned and paid dominated while

OWNED MEDIAwas trialed.

SEO was all about generating

BACKLINKSto your site and

KEYWORD STUFFING.

Companies wanted to latch on to

TRENDS AND NEWSto benefit their brand…

but they didn’t know how.

Likegating contests and hosting giveaways that had

NO BRAND RELEVANCEin order to gain followers was

the norm.

Employees were

BANNED FROM SOCIAL MEDIA

while at work.

Images on social media were

STOCK PHOTOSand not original content.

Websites were quickly

SLAPPED TOGETHERwhen needed.

Brands spent more time

LURKINGthan communicating/sharing.

Communities needed to

SCALEas quickly as possible.

What was the budget for social?

ZERO DOLLARS.

What was our favorite phrase?

JOIN THE CONVERSATION.

What did we measure?

NOTHING.

THE PRESENT

PR, marketing and advertising

EXPERIMENTEDwith social media.

Companies are

SLOWLY WEAVINGsocial media into new areas of the

enterprise.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands offer a combination of

BLABBERING AND HELPFULNESS.

PR, marketing and advertising

EXPERIMENTEDwith social media.

We’re still trying to figure out how to create content that

OFFERS VALUE while aligning with the brand.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands are becoming

MORE SELECTIVEwhen choosing social platforms

to join.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Emerging social channels

ARE APPEARING ALL THE TIME.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands are focusing heavily on

OWNED MEDIA to drive social media efforts.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Backlinks for SEO take a back seat to

WRITING FOR HUMANS.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Some brands are smart with

REAL-TIME MARKETING

while others fall flat.

PR, marketing and advertising

EXPERIMENTEDwith social media.

There’s better alignment with

CONTESTSrelating to the brand.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Companies are opening up and providing

EMPLOYEE ACCESSto social media at work.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands are incorporating more

REAL AND AUTHENTIC IMAGES

across social channels.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Budgets are increasing to allow for

MORE MANPOWER &SOCIAL AD SPEND

to help grow programs.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands are now creating

THEIR OWN COMMUNITIES.

PR, marketing and advertising

EXPERIMENTEDwith social media.

We’re measuring activity,but still focus too much

ON THE NUMBERS.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Engagement is great. But, how does it connect to

BUSINESS GOALS?Companies still figuring this out.

PR, marketing and advertising

EXPERIMENTEDwith social media.

THE FUTURE

PR, marketing and advertising

EXPERIMENTEDwith social media.

All aspects of the enterprise contribute to create

SOCIAL BUSINESS UTOPIA.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Brands always ask,

“HOW CAN WE HELP?”And then they

FOLLOW THROUGH.

PR, marketing and advertising

EXPERIMENTEDwith social media.

We create

CONTENT UTOPIAby offering information that is

insightful, unique and valuable.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Big brands with big budgets are

ON MANY SOCIAL CHANNELS

with customized strategies.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Scalability is less important as

CAMPAIGN OPTIMIZATION.

PR, marketing and advertising

EXPERIMENTEDwith social media.

All programs include a combination of

PAID, OWNED AND EARNED MEDIA.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Social investment is justified with reporting on the

BEST AND MOST IMPACTFUL METRICS.

PR, marketing and advertising

EXPERIMENTEDwith social media.

SEO goes beyond keyword matching and focuses on

INTENT MATCHING.

PR, marketing and advertising

EXPERIMENTEDwith social media.

When it comes to real time marketing, brands react

SWIFTLY AND STRATEGICALLY.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Companies empower employees to be

BRAND AMBASSADORS.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Contests are strategic, easy to facilitate and offer the

LOWEST BARRIER TO ENTRY.

PR, marketing and advertising

EXPERIMENTEDwith social media.

All websites offer a

SEAMLESS SCREEN EXPERIENCE

thanks to a responsive design.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Social images are

RAW AND REAL.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Social teams operate with a

HEALTHY BUDGET.

PR, marketing and advertising

EXPERIMENTEDwith social media.

Becoming ingrained within existing communities is

A PRIORITYvs. building new ones just because

you can.

PR, marketing and advertising

EXPERIMENTEDwith social media.

What are we measuring?How social media

MOVES THE BUSINESS FORWARD.

Those of us working in the field look at the future of social media in many different ways.

PR, marketing and advertising

EXPERIMENTEDwith social media.

“Stop measuring just to measure if it doesn’t align with business objectives.”Bryan Willmert, Digital Roots

“Twitter will start ranking tweets based on popularity and engagement—following in Facebook’s footsteps.”Chad Wiebesick, Michigan Economic Development Corporation

PR, marketing and advertising

EXPERIMENTEDwith social media.

“Businesses will be more likely in 2015 to go after the next step, which is the return on their social effort.” Matthew Laurin, General RV Center

PR, marketing and advertising

EXPERIMENTEDwith social media.

“The next generation of trending online income is going to be these simple steps: Develop a brand, find an audience, build trust with that audience and sell a product to that trusted audience.” Curtis Crowe, VisionIT

KEY TAKEAWAYS:

• Social accounts may be free – but success on those channels isn’t.

• Content and multimedia reign supreme – but ONLY if you figure out the recipe that works best for your audience.

• Your content must seamlessly translate across screens.

• The good old days of SEO are gone – trade in keyword stuffing for intent-based keywords.

KEY TAKEAWAYS:

• Make your business social – not just your communications department.

• Pay attention to trends and algorithm shifts – but always experiment to see what resonates.

• Real-time marketing can come back to haunt you – be swift, but strategic. Not sure if it will offend someone? Not worth it.

• Be helpful, build relationships, listen to your customers and adjust your business accordingly. Use social to enhance/complement all this.

That’s how you

WIN IN SOCIALBUSINESS.

QUESTIONS?

NIKKI LITTLEnlittle@identitypr.com

@nikki_littleidentitypr.comnikkilittle.com