Social Media Marketing. How to make this ‘new’ communication
work for your organization
“Only 12% of CEOs think their organization is effectively using social media.” - IBM CEO Survey
Social Media Marketing
What is Social Media?
Social Media Marketing
Social Media Marketing
What does it mean to “do” social media?
Social Media Marketing
Social Media Marketing is a combination of…
• Community Management
• Content Development
• Strategy and Campaign Development
• Advertising
• Research and Analytics
Social Media Marketing
What’s the point? What are the goals of social media marketing?
Social Media Marketing
Social Media Marketing
Awareness
• Be considered
• Create “buzz”
• Can be hard to measure
• Everyone claims they’re okay with this…. But then asks, “What’s the ROI”
Social Media Marketing
Loyalty
• Reaffirm a choice
• Post-purchase, post-sign up
• “Get people to subscribe to your thinking”
• Long-term nature of social
Social Media Marketing
Sales
• What most businesses want
• Easy to prove with E-commerce, harder with brick-and-mortar
• Rely on coupons, promotions
Social Media Marketing
Customer Service
• Dedicated teams, dedicated accounts
• Would you ignore a phone call?
• Communication (and complaints) are evolving
• Create a process
Social Media Marketing
Insights
• Social Listening, Social Monitoring, Trend Forecasting
• Tools like Radian6, Sysomos, Sprout, etc.
• … or Google Alerts
• “The Pinterest Effect”
• How many of you are selling pumpkin-flavored coffee this year?
Social Media Marketing
The networks. Which ones should we use? What is the ‘next best thing’?
Social Media Marketing
Consider your goals, audience and resources.
Social Media Marketing
Facebook, Twitter, YouTube, Vine Instagram, Pinterest, 4sq, Swarm, Path, Snapchat, Yelp
Social Media MarketingSocial Media
The Basics: Facebook + Twitter
Social Media Marketing
• Largest social network – in terms of users and businesses
• 1 billion active users
• Trending older
• Other networks often follow it’s functionality (header images, advertising model, newsfeed algorithm)
Social Media Marketing
• 200+ million users
• Started as a text messaging service for bike delivery
• 140 characters
• It’s language paves the way
Social Media Marketing
Social Media & Content Marketing
What kind of content works best on Facebook and Twitter?
• Links out to websites – recent changes to FB’s algorithm support this
• Photos still popular
• Direct CTAs
• Memes/Humor can go viral
• Tagging partners, brands, other organizations
Social Media Marketing
What kind of content works best on Facebook and Twitter? (cont.)
• Videos auto-play on Facebook now
• Twitter still dominates for live event coverage and breaking news
Social Media Marketing
What else is FB and Twitter known for?
• Facebook Insights rivals most paid services
• ‘Trending’ topics is a great tool
• Advertising options
• Frequency - Facebook you can post less often; Twitter is more disposable
Social Media Marketing
Visual Content Champs: Instagram, Snapchat + Pinterest
Social Media Marketing
• Younger audience – “Most important” network
• Expanded into video, Hyperlapse
• Content often lifestyle, aspirational
• “Link in profile”
• Less viral nature
• Hashtags rule
Social Media Marketing
Snapchat
• Younger, highly active users
• The vanishing message has paved the way for other apps like Secret, Whisper
• ‘Stories’ have made it ad-friendly
• Requires a playful, friendly, humorous tone
• Still requires a lot of cross promotion
Social Media Marketing
• Female, older… and wealthier
• Visual bookmarking, ‘virtual cork board’
• Images link back to more content on a website
• Food and drink is most popular category
• Viral nature, more so than Instagram and Snapchat
• Still plagued by legal issues
Social Media Marketing
Press Play: YouTube, Vine
Social Media Marketing
YouTube
• 72 hours uploaded every minute
• Being used more and more as a video player
• Cross promotion
• Channel trailers
• CTA overlays, end slates
• Connection with Google+ makes it a strong SEO player
Social Media Marketing
Vine
• New kid on the block
• 6-second video format paved the way for Instagram video
• Five vines tweeted every second (reliance on cross promotion?)
• Younger demo (18-20, female)
• Humor, creativity play well
Social Media Marketing
Location, Location: Swarm, Foursquare, Yelp, NextDoor
Social Media Marketing
Swarm
• Formerly known as ‘Foursquare’
• Location-based check ins
• Success requires adoption
• Privacy concerns
• Will push-notification offers live on Swarm (the check-in) or Foursquare (the discovery)?
Social Media Marketing
Foursquare, Yelp
• Reviews, Discovery
• Opportunity for users to become ‘elites’ or ‘experts’
• Yelp benefits from community management
• Lots of competition in the review world – TripAdvisor, forums, ‘word of mouse’
• Of note: In 2013, Foursquare was 60% Male
Social Media Marketing
NextDoor
• Hyperlocal, neighborhood-based
• 1 in 4 U.S. neighborhoods
• Verification process to join
• Less narcissism, selfies
• More like a forum
• “Not for commercial use”
Social Media Marketing
Can I Pay-To-Play? !
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Search Engine Marketing (SEM) vs. Social Advertising
Social Media Marketing
What’s the difference?
• SEM, also known as ‘PPC’ or pay-per-click
• Google Adwords, Bing Ads
• Ad served based on keywords searched
• Success usually measured in clicks, CTR
Social Media Marketing
What’s the difference?
• Social Advertising is available on networks like Facebook, Twitter, Linkedin, Instagram, Pinterest…
• Ads served based on interests, employment, etc.
• Less like an ad, and more like content
• Often higher cost, but targeting is more focused
• What’s success? Click, like, RT, share….
Social Media Marketing
Building the Foundation !
Social Media Marketing
Brand Voice
Social Media Marketing
Brand Voice
Social Media Marketing
“People don’t buy what you do, they buy why you do it.”
Brand Attributes
Social Media Marketing
Brand Attributes
Social Media Marketing
Describe the brand as if it were a person.
Audience Profiles
Social Media Marketing
Audience Profiles
Social Media Marketing
Key pain points, challenges, messages that resonate.
Content Categories
Social Media Marketing
Content Categories
Social Media Marketing
What would your Pinterest boards be?
Channel Guidelines
Social Media Marketing
Channel Guidelines
Social Media Marketing
Frequency, tone, popular hashtags, best practices.
Content Calendars + Checklists
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Content Calendars + Checklists
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Start with key events, deadlines and work from there.
Measurement + Analytics
Social Media Marketing
Measurement + Analytics
Social Media Marketing
Answer the 5 W’s.
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