curveballs and cartwheels: staying ahead in a social marketplace
DESCRIPTION
Social media doesn’t stand still, and neither should your social marketing program. Join us for a dynamic panel conversation, led by Jennifer Zick, Senior Director of Marketing for Magnet 360 and President of the Business Marketing Association of Minnesota. Hear from a diverse group of thought leaders representing B2B and B2C expertise, as we discuss the very latest in social media opportunities, challenges, and best practices, including: Similarities and nuances in social media programs across industries and business models; The importance of staying nimble to stay competitive; The role of mobile in delivering a truly integrated customer experience; Social platform integration for consistent brand and user experience; Sustainable social programs that integrate sales and marketing teams and activities. Panelists Include: Jen Boyles, Social Strategy Director, OLSON Rebecca Gutierrez, Social Product Marketing Manager and Cartwheel Marketing Lead at Target Mike O'Neil, Founder & President Integrated Alliances (Forbes & Linkedin top 50) Erik Odland, Web Strategy Marketing Manager, CargillTRANSCRIPT
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Curveballs & Cartwheelsstaying ahead in a social marketplace
#IMSMSP
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It’s like herding cats.
#IMSMSP
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Jen BoylesOLSON
@jen_boyles
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CONTENT Content is the objective
Content ladders up to objectives
Content requires more creativity, paid component
PLATFORM Primary, based on most reach
Expanding to secondary platforms
Platform diversity integral to success
ROI Generally unexplored
Highly sought but murky
Clearer due to paid, but tougher to score
REACH Free for all Restricted PAY TO PLAY
Social 1.0:
VISIBILITYKPI: Volume
Social 2.0:
VISIONKPI: Sentiment
Social TODAY:
VERSATILITYKPI: Engagement
BRANDS ON FACEBOOKHAVE COME A LONG WAY
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#IMSMN
As organic reach depletes, Facebook ad revenue increases.
• Organic reach Jan. 2012: 16%• Organic reach Jan. 2013: 5%• Organic reach today: 1-3%
Welcome to “Facebook Zero,” where the words “like”, “comment”, “win” and “share” are patrolled and even punished (“de-emphasized”).
De-emphasized posts:• Like-Comment-Share bait• Frequently Circulated Content• Misleading Links
BUT THE FREE LOVE ERA IS OVER
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UNDERSTANDING THE IMPACT
LIKES
LIKES OR
G. R
EA
CH
ORG. REACH
BRAND A
• Unengaged brand vs engaged brand
• Algorithm favors “other clicks” and photo views (mapped)
• “Other clicks” = any post click that isn’t on a photo, video or link
• Active engagement is highest valued social currency on Facebook
• Page likes trended upward despite reduced organic reach
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STAYING NIMBLE THROUGH FB.0
7
Facebook now needs a
consistent paid media component monthly
Conversation and advocacy
over volume & impressions
Brands should invest in a solid
social ecosystem and owned channels.
Brands should post less frequently on Facebook
with more creative effort & stronger messaging.
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CONTENT DO’s & DON’Ts FOR SOCIAL 3.0
8
• DO post shareable content with an emphasis on quality over quantity
• DO actively look for right-time engagement opportunities in pop culture
• DO take an editorial approach to content creation – brands as publishers
• DO get creative with images
• DO engage your page's top contributors (superfans) and have a strategy for replies
• DO be proactive with budget. Set aside a promoted posts budget each month to highlight best content
• DON'T get bogged down with daily content calendars
• DON'T force a connection. Will your participation help tell your brand story?
• DON'T Post content that's overly salesy
• DON'T let stock imagery define your brand
• DON'T force engagement or 'like'/reply to every comment – it can come off insincere or over-eager
• DON'T wait until an opportunity presents itself before wondering where funds to promote the content will come from
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Rebecca Gutierrez Target
@rebegutierrez
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#IMSMSP@rebegutierrez
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What we started with:
1. A responsive
web experience
that was social
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Then we launched….
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1. Native is king
Web experience modified for native.
Gradual iteration to true native design.
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2. Social by
design
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3. Utility, utility, utility
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The best apps are simple & utilitarian
Social where it works
An app is only as good as the full
end-to-end experience
1
2
3
You’re never finished. It’s a living, breathing thing.
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And you’re never finished. It’s a living, breathing thing.
7.3 million users
$74 million in total savings
$400 million in
promo sales
Top 10 Lifestyle
App
5 million visits a week
27% increase in store trips per guest
30% increase in
annual spend per
guest
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Mike O’Neil Integrated Alliances
@mikeoneilrocks
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A Cross-Platform Visual Brand
@mikeoneilrocks #IMSMSP
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The Layout Process
@mikeoneilrocks #IMSMSP
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It Gets a “Little” Tricky
@mikeoneilrocks #IMSMSP
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Getting the B2B Team “On Board”
@mikeoneilrocks #IMSMSP
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Social Media Policy
@mikeoneilrocks #IMSMSP
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Erik OdlandCargill
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Creating sustainable programs
#IMSMN
Sustainable Program Evolution
Time
Social Maturity
Marketing Activity
Marketing + Sales
Advocates
Integrated Marketing and Sales Activity
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Setting the stage
#IMSMN
Listen Ask
Determine what kind of program you are going to be able to establish
Where do our customers learn?
Platform(s)
Niche platforms?
Frequency Logging in /Posting amount
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Creating the programAssess your customer facing teams utilization
People
KnowledgeNovice Expert
Current Behaviors
Business Objectives
Sales Framework
Social Media
Program
Avoid creating multiple new behaviors
Develop the program
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Creating the program cont.Social advocacy
ORUse an existing
SoMe presence / SoMe platform
Social collaboration
Communities
Planning alone will not ensure success, improvisation will be needed.
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Interactive partner communitiesEstablishing loyalty through private collaboration
Multi-year dedication is needed … Do not sub-optimize execution in a pilot phase
Purpose / Objectives
Resources
Platform Dashboards / Monitoring
Self service vs.
Collaboration
=
A strong partnership
Winning Business!
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Let’s talk.@jenniferzick@jen_boyles
@rebeguti errez@mikeoneilrocks
#IMSMSP