communication management for startups
TRANSCRIPT
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COMMUNICATION FOR STARTUPSby Agnese Vellar - Social Media Consultant I3P
Picture: Flickr/ jdhancock
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Business model canvas
Communication is not art or pure creativity.
When you plan the communication you should have yourbusiness goals in mind.
Let’s start with a business model.
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Business modelHow an organization creates, delivers, and captures value.
A Business Model Canvas describe the building block of an innovative project starting from the Value Proposition or CVP (customer valueproposition): the benefits each market segment get when buying a particular product or service.
Market segment 1 need benefit
Market segment 2 need benefit
Needs:
- economics (the product is cheaper then competitor)
- social: the product is a status symbol…
Osterwalder 2010:
businessmodelgeneration.com/canvas/bmc
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You can *not* sell to everyone!
• list your customer segments;
• quantitative analysis: measure how big they are;
• qualitative analysis: choose your early adopters and analyze them: • direct observation: to describe their habits;• informal interviews: to understand their needs, their information channels;• survey: to generalize the observation.
• describe personas.
Chose 1 or 2 customer segments to start from, based on how big is the market and how easy is to reach:
STUDY THE CONTEXT
CUSTOMER SEGMENTS
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3 pillars of communication
1. CUSTOMER SEGMENTS: 1. how big are they?
market research
2. who they are? define personas
2. COMPETITORS: 1. identify brand
advantages from competitor
2. identify best practice
3. MARKETING GOAL (KPI):1. awarness, 2. engagement, 3. conversion.
PLAN THE COMMUNICATION
1. TONE OF VOICE
2. BRAND IDENTITY◦ Logo
◦ Name
◦ Claim
3. CHANNELS
4. EDITORIAL PLAN
STUDY THE CONTEXT MONITOR/MEASURE
1. QUANTITATIVE1. KPI
2. QUALITATIVE1. people feedbacks
2. people conversations
Template: http://bit.ly/communication_plan
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#1 STUDY THE CONTEXT
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From mass market (and niche)
Consumer behaviour
Segment market from a sociodemographic perspective
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… to communities
Bernard Cova (2003, 2007)
A social space with an identity and a common ethos.
Understand cultures to create authentic messages
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• Markets consist of human beings, not demographic sectors.
• Hyperlinks subvert hierarchy.
• There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
• Companies need to realize their markets are often laughing. At them.
Cluetrain Manifesto (1999)
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Channels Metodologie Goal Market research
Conventional
PAID MEDIA
mass media
Low credibility
Invasive
Quantitative 1. Brand awarness
2. Selling
Focus group
Audience measurement
(eg: Nielsen ratings )
Web marketing
PAID MEDIA
new media customization Web analytics
Non conventional
EARNED MEDIA
social spaces
Low control
Difficult to measure
Qualitative 1. Brand reputation
2. Engagement
3. Co-creation
Social Media Monitoring
Coolhunting - Ethnography
The marketing evolution
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GOAL WHAT HOW KPI Pro/cons
SEND TARGETED MESSAGES
Display ADV Banner
Retargeting
GoogleDisplay Network
- PV (page view)
- CTR (click through)
LEAD, BRANDING
(-) paid
SM Ads FB, Twitter, LinkedIn
YouTube Ad (expansive)
E-mail marketing
Direct Email Marketing ADV
Newsletter info
FIDALIZE, LEAD, CRM
(+) high ROI
(-) spam
BEING FOUND Search Engine Marketing (SEM) o keywork ADV
Google AdWords
Adsense
PPC = Pay Per Click NUOVI CONTATTI
(+) tracking
(+) short term results
(+) brand awarness
(-) visibilità pagata
Search Engine Optimization
(SEO)
Web site
Blogging
NUOVI CONTATTI
(+) earned
(-) 3/6 months
PARTICIPATION Social Media + Non Conventional
Fuel word of mouth
- guerrilla (es: flash mob)
- street(es: street art)
- viral (es: video virale)
ROI?! NUOVI CONTATTI, BRANDING, FIDELIZZAZIONE, CRM
(+) low cost
(-) long term result
Web marketing & non conventional
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WEB ANALYTICS
Google Trend
• Is my industry trending up or down?• Where is my target market located?
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WEB ANALYTICS
SEMRush• What hot topics are related in my industry?• What are people searching for?
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WEB ANALYTICS
Similarweb
Which are my competitor strategies and results?
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WEB ANALYTICS
SEMRush• What hot topics are related in my industry?• What are people searching for?
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WEB ANALYTICS
SEMRush• What hot topics are related in my industry?• What are people searching for?
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Social Media Analytics
Socialbakers
• Identify best/worst practice• communication strategies
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STUDY THE CONTEXT
Explore topic users
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STUDY THE CONTEXT
Explore influencer
https://app.buzzsumo.com/amplification/twitter-influencers
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Early adopter
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STUDY THE CONTEXT
Listening
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How can I understang customers?
Observing people in the natural environment rather than in a formalresearch setting.
It helps designers create more compelling solutions.
“If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world—one that you can intuit on a deeply personal level.”
Li Anne Yu, Cultural Anthropologist. Source: www.aiga.org/ethnography-primer‘’
STUDY THE CONTEXT
Ethnography
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Discover new meanings
Understand the norms
Understanding cultural difference and communicate globally
Identify barriers
Communicate effectively:
• Where the customers are gathering (on and offline)• Most sharable content• Question asked• interest in the conversation
STUDY THE CONTEXT
Ethnography
What etnography is about?
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AGE:
GENDER:
DEGREE:
JOB:
BUYING POWER: Low, Medium, …
TECH-SAVVY: Low, Medium, …
LEISURE: travel, music, shopping, …
NEEDS:
PASSIONS:
FEARS:
INFORMATION:Newspaper, Blog, friends, …
HOW WILL USE THE PRODUCT:
HOW YOU HELP HIM:
HOW YOU FIDELIZE HIM:
HOW YOU REASSURE HIM:
HOW YOU REACH HIM:
TONE OF VOICE:
STUDY THE CONTEXT
Define personas
http://www.digett.com/2010/08/31/better-market-targeting-through-buyer-personas
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#2 PLAN THE COMMUNICATION I:create the brand
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A company create a brand identity to bring its value to the market and to appeal to its customers.
Brand identityHOW TO
Branding Definition Tips
Brand name words used to identify a company, product or a service.Not formatting required
acronymcreator.netUnique in the same category.Contain relevant kewords for SEOOwning a name:• Trademark• Buy the domain (verify availability in GoDaddy): don’t use
special Special characters• Register account in Social Media
Logo visual element that helps customers discover, share and remember a brand.
Visible and recognisable in the social media profile
Payoff synthesize the brand’ mission Less than 8 words
Tone of voice Writing style that communicatebrand identity
Change in different channel
Other scents, tastes, sound, …
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How advertisers call them: endline, strapline, tagline, baseline, signature, payoff, rip-offs, slogan.
BRAND IDENTITY
Payoff
Whare are they:
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• Logo: the visual element that helps customers discover, share and remember a company's brand. It's in the form of an icon (mark or symbol), logotype, or combination of the two.
• Color palette: • www.colorhexa.com• www.materialpalette.com• www.colorsontheweb.com: check the color contrast
• Typography: • www.fontsquirrel.com
• Supporting graphics.
BRAND IDENTITY
Identity system
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Adapt it for the web and social media.
BRAND IDENTITY
Visual identity
It should be
• visible;
• easy to appropriate.
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BRAND IDENTITYCreate a logo with Tailorbrand
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BRAND IDENTITY
Brand guidelines
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The writing style that we use to communicate the brand identity.
A company have different ToV for different brand.Each brand has its own personality and shoul be consistent with it.
Tone of voice allow to:
• differentiate from competitors;• showing personality;• helping gain and retain costumers.
PLAN THE COMMUNICATION
Tone of voice
www.smashingmagazine.com/2012/08/finding-tone-voice/
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The brand value shoul translate into: register, vocabulary and grammar.
Ask yourselves:
• Should we use jargon?• Can we use humor?• How informal can we be?• What punctuation should we use?• What do our competitors sound like?
PLAN THE COMMUNICATION
Tone of voice
www.smashingmagazine.com/2012/08/finding-tone-voice/
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PLAN THE COMMUNICATION
Tone of voice
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Decide where your tone of voice sits between
these extremes:
PLAN THE COMMUNICATION
Tone of voice
www.abccopywriting.com/2010/08/31/tone-of-voice-brand
FORMAL CHATTING
DETACHED WARM
PROFESSIONAL WACKY
SERIOUS HUMOROUS
LAID BACK LIVELY
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The tone of voice depends on the audience:
PLAN THE COMMUNICATION
Tone of voice
www.abccopywriting.com/2010/08/31/tone-of-voice-brand
Purchasing power Tone of voice Use of
high sensual mix science and seduction
medium-high bombastic adverbs
medium crisp humour
low colloquial jargon
… and channels…
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PLAN THE COMMUNICATION
Brand guidelines1. Company◦ Who are we◦ Vision/ Mission
2. Logo◦ Logo negativo◦ Web logo ◦ Social logo ◦ How to use◦ How not to use
3. Colors◦ Palette primaria◦ Palette secondaria
4. Font◦ Naming
◦ Payoff
◦ Text
6. Copywriting◦ Tone of voce (ToV)
◦ Word to use / not to use
◦ Editorial ruoles
◦ Examples of ToV
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MONITORING
Alerts
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# 3 PLAN THE COMMUNICATION II:Online channels
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Purchase funnel - Customer journey
Awarness
Traffic
Lead
Deal
Engagement
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Interruption marketing
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Interruption Inbound
http://www.digett.com/blog/03/11/2014/sorry-interrupt-lets-talk-strategy
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COMMUNICATION CHANNELS
Web siteInbound marketing
http://www.redattiva.it/risorse/cose-l-inbound-marketing/
ATTRACT CONVERT ACT SATISFY
INTERNET USERS VIEWER(VIEW)
CONTACT(LEAD)
CONSUMER(DEAL)
INFLUENCER
Keyword SEO Where an audience want to
find you.
Call to Action
Feed Social Media
Social Media/BlogWhen you want to find an audience
Landing Page
Email Marketing
Events
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COMMUNICATION CHANNELS
Web site
1. Value Proposition
2. Call to Action: 1. stickness: feed, newsletter, social …2. conversion to users or customers
3. Testimonials
Reassure surfers and searchers that they’ve found
what they’re looking for and inform them.
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COMMUNICATION CHANNELS
Web site
1. Valute Proposition
2. Call to Action: 1. stickness: feed, newsletter, social …
2. conversion to users or customers
3. Testimonials
Tone of voice: concise, direct, informational
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COMMUNICATION CHANNELS
Web siteStart with a landing page
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WEB ANALYTICS
Alexa
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COMMUNICATION CHANNELS
Analytics1. Register your website on Google Analytics
2. Tracking code in each page
3. Filter (bot, spam, company staff, …)
4. Goal: tracking conversions (max 20)• Time• URL (destination)• Events (video view, download, link, …)• Pages/visit
5. Monitor• Daily pageview• Bouce Rate• Aquisition• E-commerce reporting
6. Google Search Console (Google Webmaster Tool): keyword• Search traffic• Google index keywords
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MONITORING
Google Analytics
Where does the website traffic come from?
How to improve it Weakness
Organic search • Content marketing• Onpage SEO• Responsive Design
You depend on Google algoritm
Direct• Write the url• Url saved• DEM
• Brand awarness• Fidelization• DEM
Social • Social Media Marketing
Referral• other website links• DEM webmail
• Link building
• Banner adv Expensive
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WHAT: Press release (with quotation)
Style Guide
Pictures
Contact: press / PR
Video
Press review
MEDIA KIT: target / reach
WHERE:A. WEB: website (eg: http://getdrop.co/press)
B. MAIL with zip or cloud folder
COMMUNICATION CHANNELS
Press kit
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• Create a news
• Link to media agenda
• Beware the day
• 1 page
• Identify uncovered niche
• Redemption: 15% recall
• The effectivness of mass media depend on the channel
treatabit.com/article/ottenere-visibilita-sulla-stampa
COMMUNICATION CHANNELS
Press release
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COMMUNICATION CHANNELS
Blog
Leverage your industry knowledge: authoritative, knowledgeable, human.
Write:
• guides, • subject overviews, • in-depth focus pieces • comment on industry
developments.
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COMMUNICATION CHANNELS
Blog
1) Use a Content Management System (WordPress, tumblr, Medium…)
2) Identity: define the core business◦ About
◦ Header and graphics
◦ Blogroll (max 30)
3) Post regulary
4) Subscription: feed syndication and email
5) Participate in the blog community drive traffic
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Quick: 20% not read
Writing:◦ Short sentences
◦ Underline with bold Text design (space, symbol, …)
◦ Sans serif font
◦ Link, Image (cc), Video
Title:◦ Colons
◦ Quotation mark
SEO
COMMUNICATION CHANNELS
Blog
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MONITORING
CMS: WordPress
http://www.slideshare.net/toolboxcoworking/word-press-101-freelance-day-24-ottobre-2015
1) WordPress.com suggested for blog◦ use third level domain◦ no access to the code
2) WordPress.org suggeste for website, ecommerce
◦ buy a domain and hosting service
◦ install WordPress
◦ choose many different layout
◦ need to update it
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COMMUNICATION CHANNELS
SEMSearch Engine Marketing:
- Paid Search: Ads (eg: AdWords) CTR 2%
- Organic Search: SEO (Search Engine Optimization) CTR more than 30%Ranking Factor: • SEO off-site: website, link interni, link social (G+, Tumbrl,
Wordpress) … • SEO on-site: backlink, authority, …• SEO on-page: SEO Copywriting, URL, …
CTR = View/ Clic
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1. Keyword 6 – 8 kw per page1. Google Trend2. SEMRush3. ubersuggest.io (queries long tail) target the niche4. Google Keyword Planner 30 – 100 kw
2. Title with Keyword1. Keywoord prominenge: at the beginning2. Keyword proximity: near each other
3. URL (use minus between words)
4. Description: 155 character (usefull for the reader not for SEO)
5. H1, H2, … (6-10 words)
6. Content: kw 3 times, 1 in <strong>
7. IMG: ALT (1 kw). Don’t use underscore. Resize before uploading.
8. <A> anchor text </A>
9. URL: use keyword (2)
COMMUNICATION CHANNELS
SEO ON-PAGE: copy
http://www.slideshare.net/verdianaamorosi/come-scrivere-un-contenuto-seo-e-userfriendly-dalla-a-alla-z
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1. Short urls
2. 2 keywords per url
3. readable: higher clic-through-rate
4. https
5. .com is the most trusted option
6. no more that 2 directories
7. no stop words (conjunctions, prepositions, articles …)
8. If change url: Redirect 301 /old-urlhttp://sitename.com/new-url
COMMUNICATION CHANNELS
SEO ON-PAGE: URL
http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg
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A. TOP LEVEL DOMAIN sitename.com, sitename.it◦ clear geotargeting but expensive
B. SUBDOMAIN: http://us.sitename.com, http:// it.sitename.com
◦ simple to set up but URL doesn’t signal geotargeting to users
C. SUBDIRECTORIES: http://sitename.com/it◦ less manteinance but harder to separate sites
COMMUNICATION CHANNELS
SEO ON-PAGE: language
http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg
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COMMUNICATION CHANNELS
SEO
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Local SEO
Google Places page optimization (category and website )
Reviews in Yelp and Trip Advisor
SMO (Social Media Optmization): Real time results from Twitter and G+
DAO (Digital asset optimization): sharing digital content to boost traffic
COMMUNICATION CHANNELS
SEO and more
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COMMUNICATION CHANNELS
ASO (App store optimization)Raking factors:
title: insert keyword Keywords Category (chose the one with less competitor) Description Download (and in the last 48 hours) Review (add a CTA in the app to ask the review) answers Backlinks (google play) Use New trend (es: iwatch)
Icon: convertion respect store guideline
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COMMUNICATION CHANNELS
Mobile Burst Campaign
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1. Create account (eg: MailChimp)
2. Create a list
3. Import contact of create a form
4. Creare a template for the newsletter
5. Create the newsletter
CTA: button
Link disiscrizione
A/B Test
6. Check the report
Opening
Click
Unsubscription
COMMUNICATION CHANNELS
EMAIL MARKETING
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KPI DRIVER Tips
Open rate
sender name Avoid «no-reply»
subject Test symbol simboli ☀☺ ♥✉
pre-header Add a CTA
hour test
Click-through-rate layout CTA button
Contact growth Subject, content, layout
Unsubscription Content, frequency
Spam complain rate frequency
COMMUNICATION CHANNELS
EMAIL MARKETING: KPI
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EMAIL MARKETING
PROFILINGWhy?1. Optimize results2. Automatic email (eg: birthday)
How?1. Direct profiling: explicitly asking the user to fill a form with information.2. Indirect profiling: creating a link category for each link within the email and using click category information to indicate interest.
PAY ATTENTION TO: privacy!• Opt-out: option to request to be taken out of the list.• Single opt-in• Double opt-in (DOI): confirmation email closed-loop opt-in
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COMMUNICATION CHANNELS
EMAIL MARKETING
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MONITORING
Email Analytics
Mailchimp ContactLab
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COMMUNICATION CHANNELS
A/B TESTING
1. At least 5,000 subscribers
2. Choose the variable you want to test:◦ Subject line
◦ From name
◦ Content
◦ Send time
3. Choose a sample size (eg. 20% of your list)
4. Write different combination (2 -3)
5. Use a tool to send the campaign to the sample and watch the performance.
6. The winning campaign will then be sent to the remaining portion of your list automatically, or when you manually end the test period.
7. Better open and click rates (3%)
http://kb.mailchimp.com/campaigns/ab/create-an-ab-testing-campaign
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MONITORING
Email + landing
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1. Social Media Audit ottimization
2. Editorial plan: o whereo wheno how mucho tone of voice
3. Create profile
4. Create content:A. BRAND POST (Content Creation) = BrandingB. EMOTIONAL POST (Content Curation): engagement and spreadingC. PROMOTIONAL POST
5. Monitor results
COMMUNICATION CHANNELS
SOCIAL MEDIA
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BUSINESS GOALS SM GOALS JANUARY FENRUARY MARCH…
Vanity metrics Follower
Brand Awarness Reach
Brand perception Social Engagement
Word of Mouth
(WOM) Social Shares
Lead Generation Actions
Deal Conversion
COMMUNICATION CHANNELS
Social media goals
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User base: 1.440 Million MAU
Tone of voice: lively and friendly, but measured. Professional and personal social circles may overlap, so think carefully about what you post (particularly images).
Industry: media, sport
User practice: maintaining relationships
Channels for brands: fanpages, groups
When: 2 /day, 7/7, 10:08 a.m. -3:04 p.m.
COMMUNICATION CHANNELS
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Social Media Analytics
Facebook Insight
• Identify best/worst practice• Study competitor’s results
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1. Fan page: customize URL verify
2. Assign roles: admin, editor, …
3. Schedule + analytics
4. Format• Album
• Video
• Customer interview
• Answer a question
• Asking questions
• Tip
5. Post:1. 70 -140 characters more effective
2. Mention other fanpages
Fanpage
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Altimeter
React to real event on online channel
CONTENT STRATEGY
Real Time Marketing
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CONTENT STRATEGY
Real Time Marketing
Planned/Unplanned event
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Guido Barilla, AD Barilla: Barilla family is not a gay family.
CRISIS MANAGEMENT
User generated content
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• Ask sorry
• Thank who chi segnala errore
• Admit your own fault
• Go on
Source: pennamontata
CRISIS MANAGEMENT
Ask sorry
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CONTENT STRATEGY
Retro Marketing
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Goal:• Remind the brand
• Sharability (6-7 visit to convert user into a costumer)
Channels:• Blog
• Tutorial
• Ebook• Infografics
• Email marketing cross e up selling
COMMUNICATION STRATEGIES
Content marketing
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CONTENT STRATEGY
Content curation
• Create a list
• Check once a day
• Share content
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Post visibility
Reach: 6%
Reason: Facebook algorithm Edge Rank visibility
Interest: like, comments, share.
More score for new friends.
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New’s feed ranking
• Engagement rate = (Likes + Comments)/Total of Fans
NEW:
• Time Spent on Stories without opening it
• Spend Time Reading NO click baiting (T click / T back)
• Diversity of Page Posts
https://newsroom.fb.com
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Engage an existing community
• Identify groups / conversationFacebook Graph Search (englishonly)
• Lurk and *than* communicate
• Use original contents to buildrelationships seeding
• Ask for feedbacks
• Be onest on your own aim
COMMUNICATION STRATEGY
Engagement
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Create your own community (eg: forum, pagina Facebook)
1. Give a goal call to action
2. Define an identity that allow to feel part of it
3. Create “spreadable” media:
• meaningfull for a niche
• stimulate users to create UGC
COMMUNICATION STRATEGY
Community building
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COMMUNICATION STRATEGIES
Involve fan
Needs to share their passion.
Needs a collective identity to identify with.
Needs to be appreciated by the brand.
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Socialbakers
COMMUNICATION STRATEGIES
VIRALITY
8 weeks
+ generate buzz
+ launch or pre-campaign
+ focus the people interest
- Geographic segmentation
- Explain
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Reach• video 8.71%• Text 5.77% • link 5.29%• pictures 3.37%
Fonte: Socialbakers
COMMUNICATION STRATEGIES
VIRALITY
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http://youtu.be/WIVeemZ0_e4
COMMUNICATION STRATEGIES
Viral video
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COMMUNICATION STRATEGIES
Viral scam
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COMMUNICATION STRATEGIES
Virality
Why people share:
1. Reputation
2. Access to something exclusive
3. Co-creation
4. Competition and winning
5. Altruism
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COMMUNICATION STRATEGIES
Virality
Refer-a-Friend: compelling offer for both the “referrers” and the “referees”.
Social Sweepstakes: contest spread the word on your behalf.
Polls and Voting: share their opinions build relationships & valuable information about your target audience’s likes and dislikes.
Flash Deals time-sensitive deal (Groupon model).
Marketo – Definite Guide To Social media
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Advertising / Promoted Post
o Reach 89% of the userbase (traditional adv reach 38%)
o Targeting: at least 5.000 – 10.000 users• Web site custom audience
• Lookalike: retargeting target group (minimum 20 emails)
o Objective:• Promote post• Click • Conversion: create pixel on the thank you page
Fan page Ads
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Advertising: formats
WHERE CTR CPC Best for
Newsfeed very high high engagement
Right column
low low retargeting and custom audience
Mobile high app mobile
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Advertising tools
Sponsored post: max 7 days
Ads editor
Power editor
Ads scheduling Promote post not published
Facebook exchange – other external tools
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Advertising tools
Power editor: 3 levels
1. Campaign: define objective
2. Ad set: budget schedule audience
3. Ads: creative Image Text CTA button
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User base: 316 Million MAU
Tone of voice: topical, immediate, irreverent. It’s the place to mix the personal and professional, with a strong emphasis on the present moment and humour.
Industry: media, politics, tv, sport, travel, auto, mum.
User practice: news sharing, social tv
COMMUNICATION CHANNELS
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COMMUNICATION CHANNELS
Twitter Basics
twitterflightschool.com
FEATURE DEFINITION TIPS
TWEET expression of a moment or idea. It can contain text, photos, and videos.
• use clear CTA• highlights the behind-the-scenes access to exclusive content as it unfolds• asking people to participate by sharing photos• add pictures and videos: drive a 3x higher engagement rate than Tweets with
copy only.• use less than 100 characters.
PROFILE PICTURE
personal picture uploaded on your profile
ACCOUNT NAME @USERNAME
the way your name appears on Twitter and @username is used to call out an individual in a Tweet.
HASHTAG
used to mark keywords or topics in a Tweet. allow people to join a conversation about a specific topic on Twitter.
join existing conversations when users generate a hashtag. generate a hashtag to kick start a conversation and build an audience unique to their brand.
RETWEET Share a Tweet with your followers. You can even add your own thoughts before you share it.
REPLY Comment on a Tweet and join the conversation.
LIKE let the author know you like it.
FOLLOW their Tweets appear in your timeline.
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Followers are your social capital.
Where to start: from your contact list
Clean up:• friendorfollow.com• crowdfireapp.com
Do's: create lists content curation
Don'ts: use automatic messages
COMMUNICATION CHANNELS
Following
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What: a string of characters prefixed with the # symbol that used on a social media becomes a clickable link.
Why: connect messages on a common subject connect people with common interests:
How:• Events or conferences: #Oscars2016 #MWC2016 listen in on an industry event
without being there• Disasters or emergencies: #JeSuisCharlie #PrayForHaiti• Holidays or celebrations: #WorldNutellaDay #OneHaleOfAWedding• General interest topics: #IloveLondon #ChocolateLovers joining discussions• Popular hashtags: #tbt #MotivationMonday• Branded: #ExpediaChat #furlafeeling promote a campaign• Unbrandedcan be hijacked deliberately or accidentally.
COMMUNICATION CHANNELS
Twitter hashtag
http://blog.hubspot.com/marketing/hashtags-twitter-facebook-instagram
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• Short: broad enough to get traffic, yet specific enough to be targeted. Are you writing about travel in London? Ditch the #London hashtag and replace it with something like #Londontravel
• Seamlessly integrated: seamlessly into your sentence (rather than bunging them in at the end) then you can keep your copy flowing smoothly.
• Unique• Limited to one or two per Tweet• Disambiguous: #Powergenitalia #Powergen_italia
COMMUNICATION CHANNELS
Twitter hashtag how to
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COMMUNICATION CHANNELS
Twitter hashtag how to
https://twitter.com/search-advanced
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STUDY THE CONTEXT
Identify opinion leader
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When: 5–20 /day, 18’ persistency of a tweet
Plan• third-party links, • personal links (e.g. to your blog) • personal observations.
Strategies:• Real time marketing;• Online PR; • Social TV;• Real time video: Promoted Video, Twitter Amplify, SnappyTV,
mobile video uploads, Vine, and Periscope.
COMMUNICATION CHANNELS
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COMMUNICATION CHANNELS
Social media management
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WOM Referral Marketing
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WOM Referral MarketingCrowdspeaking: www.thunderclap.it
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Follower campaign: Promoted Accounts appear in the Home timeline or the “Who to follow” widget. - CPFollower
Website clicks or conversions campaign: Promoted Tweet with a Website Card. Website Cards are visible in the search results and timeline.
Tweet engagements campaign: Promoted Tweets appear in the timeline and search results.
App installs or engagements campaign: App installs or engagements campaigns use Promoted Tweets with a media-forward App Card. The Promoted Tweet with Mobile App Card appears on a person’s timeline (on mobile only).
Leads on Twitter campaign: seamlessly exchange their email address with your brand so you can capture more leads. This campaign type incorporates a Promoted Tweet and Lead Generation Card.
Video views campaign: Once Promoted Videos start playing in the timeline in 100% view, you will get charged on a cost-per-view (CPV) basis when 3 cumulative seconds of video have been viewed, or if the user clicks to unmute/expand – whichever comes first. Native video on Twitter drives more overall engagement than third party videos shared on Twitter.
Build Brand Awareness: Promoted Trends can drive mass awareness and kickstart a conversation and have long term impact. With a 73% lift in brand mentions, had their greatest impact the day they ran. Promoted Trends appear at the top of the list of trending topics and in a user’s timeline.
COMMUNICATION CHANNELS
Twitter - Ads
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Geo-location a variety of real-time signals based on where someone is located.
Gender : gender is determined by public signals that people share on Twitter. This can include things like the accounts they follow.
Language
Device
Interest category: person’s interests from categories like sports and beauty to sub-topics likecollege baseball or skin care. There are over 350 categories to choose from.
Follower
Keyword
Television
Tailored Audiences remarketing to groups defined based on things like website visits, email addresses, mobile phone numbers, mobile advertising IDs and Twitter IDs.
Behaviors and partner audience
COMMUNICATION CHANNELS
Twitter - Targeting
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COMMUNICATION CHANNELS
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COMMUNICATION STRATEGIES
Sentiment
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Analytics
https://analytics.twitter.com/
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User base: 400 Million MAUTone of voice: topical, immediate, irreverent. It’s the place to mix the personal and professional, with a strong emphasis on the present moment and humour.
Conten• backstage pictures (eg: Pictures ofthe workspace)• “Throwback Thursday” #TBT• Inspirational - quote• Statistics
Strategies:HashtagInfluencer marketing; http://influence.iconosquare.com/Instagramathon
COMMUNICATION CHANNELS
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Hashtag
Writing: when you write a new post and start typing in a hashtag using the # symbol, Instagram will actually suggest hashtags to you based on their popularity.
Search: clicking the magnifying glass at the bottom of the screen, which brings you to the "Explore" tab. From there, type the hashtag name into the search box at the top of your screen, and toggle your results by "Tags":
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User base: 100 Million MAU
Tone of voice: urbane, friendly, professional, concise.
Keep your profile updated, connect with members of relevant groups and consider what your interests say about you.
Answer questions in your area if you can add value.
COMMUNICATION CHANNELS
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• Professional headshot
• Summery with keywords and add a bit of your own personality
• Vanity url: unique URL it into email signatures
• Include keywords in job position title • Link: Websites + Twitter handle
• Under “Specialties”, include a line list all skills one on top of the other to make your profile easy to read
• Plenty of skills in the “Skills” section
• Reach 500+
COMMUNICATION CHANNELS
Profile
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IMAGE
Canva: social media graphiccontent (web, freemium)
Notegraphy: graphic notes for social media (web, app)
Social Image Resizer: resizeimage for social media
BeFunky: foto editing
Infogram: to create infographics
Freepik: vector images (free)
COMMUNICATION CHANNELS
Visual resourchesPICTURES
Pexels: micro-stock pictures
Shutterstock: pictures (pay)
FONT dafont.com: download font
Whatafont: find font
MULTIMEDIA:Showbox: web video editing
(freemium)
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MONITORING/MEASURE
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A. PRODUCT: whic feature boost conversions?
B. MARKETING: which channel work best for each target canale (based on volume, cost and convertion)?
C. BUSINESS: 5-10 step di conversione per descrivere il ciclo di vita dell’utente
MONITORING/MEAURE
Goals
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Qualitative: Usability Testing / Session Monitoring: what users do. Which problems face.
Quantitative: Traffic Analysis / User Engagement
Comparative: A/B, Multivariate Testing: which copy/UI works better
Competitive: monitoring competitor
COMMUNICATION CHANNELS
Web site testing
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Measure:◦ Target
◦ Channel (social, SEM, organic, PR, …)
◦ Campaign goal (“buy”, “download”)
◦ Landing Page & CTA
◦ Copy & Graphics
Conversion:◦ best-performing (%) channel /campaign / copy
◦ largest-volume (#) channel /campaign / copy
◦ lowest-cost ($) channel /campaign / copy
MONITORING/MEAURE
Quantitative and comparative
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Onsitemetrics
Website
Landing page
Blog
Deal
Closed leads
Time, page view, comment, subscription
Offsite metrics
Twitter Follower, mentions, retweets
Facebook page Fan, like e comments
Linkedin Follower
YouTube View, comments
MONITORING/MEAURE
Quantitative KPI
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- monitoring a word, a keyword or a brand identify sintoms;
- listening: identify causes.;
- analytics: measure KPI (mention, tweet, …).
MONITORING/MEAURESocial media
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MONITORING/MEAURECustomer lifecycle
CATEGORY ACTIVITY MARKETING CHANNELS
Acquisition view Direct, Tv commercial , business development, PR, SEO, SEM, Blog,Email , …
Activation Enjoy 1° visit FeatureActivation criteria• 10-30+ sec• 2-3+ page view• 3-5 + clicks• Use key features
Retention Come back • Email (weekly/monthly)• Alert• Blog• Content marketing
Referral Suggest to other • Campagne Adv• Contest• Email• Widget
Revenue Monetization
Source: Dave McClure, Startup Metrics for Pirates
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MONITORING/MEAUREConversion metrics
Source: Dave McClure, Startup Metrics for Pirates
STEP User activity Conv. %Value (example, not
real)
Acquisition View From different channels
• SEM, SEO, Affiliates (es: TradeDouble)
• Blog (Recensioni, Post a pagamento)
• DEM (conv. 0,1%),
• Social
100% $.01
Browse the website (2+ page, 10+ sec, 2+ click) 70% $.05
Activation Use (X page, Y sec, Z click) 30% $.25
Lead (Email/Blog/RSS) 5% $1
Profile (fill the form with data) 2% $3
Retention Open, update status Clickthru Rate (CTR) 3% $2
Repeated view (3+ view in 1 month) 2% $5
Referral Suggest 1 view 2% $3
Suggest 1 subscription 1% $10
Revenue minimum revenue 2% $5
break-even revenue 1% $25
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MONITORINGKPI
KPI
DAU Daily active user
MAU Montly active user
CPM Cost per mi
CTR Click-through rate
CPC Cost per click
CPL acquisizione dei contatti (prospect) 5-10 euro
CPA/CPE Cost per action /engagement (es: retweet)
CPI/CPD per istallazione o dowload 1.000 euro es: 2000 dowload 0,50
CPLU loyal users (es: 3 sessione al mese per alcuni mesi) 2 euro a utente
LTV long time value
ARPU everage per user
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Social media: monitor the information flow
Identify topics
Identify power users
Launch and manage the interactioncampaign live content
Forecast contest’ winners
MONITORING
Conversation
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Awareness
Roi
Relationship with influencers
Crisis management
Dialogue generate innovation
Advocacy à WOM
Supporting in the community
MEAURE SOCIAL CAMPAIGNGoal
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-- HOW TOwww.slideshare.com
-- DATAwww.socialbakers.comwww.altimetergroup.com
-- CASE HISTORYmashable.comtechcrunch.com
RESOURCES
-- YOUTUBEDellimellow
-- SOCIAL MEDIADavide LicordariJulius design
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Agnese Vellar - @agneseh
Picture: Flickr/ jdhancock