Download - Social Media Strategy Building Blocks
Social Media Insight & Engagement Building Blocks
Nick Martin Social Media Strategist NickBMartin.com
The need for a social media & community management offering stems from the way social media is evolving for business.
• Expectations for returns are increasing• Rising demand for integration between social media & traditional marketing• Objectives for support, customer service, marketing, and insight all seek to be met
The Expectations of Social Media Are Growing
• Conversation focused around driving followers
• Metrics reflect traditional marketing POV: Impressions, reach, etc.
• Objectives for social transition to engagement
• Metrics revolve around overall community health, active users, # of engagements, Shares, etc.
• This year moving forward the focus is on using social to move an audience down the sales cycle
• Metrics moving toward: revenue, leads, etc.
2010 2011 2012
• Social campaigns focused around driving ‘Likes’ on Fan page (contests, games, etc.)
• Traditional marketing featured call-to-action for Facebook, Twitter.
• Establish community management as a role
• More investment in listening & engagement platforms
• Proactively drive the right conversation, in the right places, at the right time
• Systematic approach to engagement
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Social Media Marketing Still An Emerging Discipline
1. Expectations around objectives and outcomes of community management are still being shaped
2. Market is unclear about community management’s role in:
• Listening & Monitoring• Marketing• Customer Service/Support
3. No systematic approach to achieving goals related to social media engagement
4. Fragmented best practices for fostering advocacy through social media
5. Convergence of search, social, and content requires broad range of skill sets to execute effectively
Current State of Social Media Marketing
Marketers are challenged with a constantly evolving social media landscape where search, social, and content are converging to create an increasingly complex, yet valuable opportunity to connect with a target audience. As expectations regarding the return on social media investment advance, there is more pressure to better understand the role social media plays in a company, and how to leverage online relationships in a predictable and systematic way to drive business results.
Building Blocks For A More Competitive Community Management Offering
Anatomy Of Online Conversation
Key Takeaways:• Conversations relating to brands are driven primarily by top-down and bottom-up drivers• Organic conversations around products remain relatively constant and provide the best opportunity for 1:1
engagement with the customer
Men
tions
Time
Bots & Spam
Organic Conversation
Reaction to Conversation Drivers (RT’s, Shares, etc.)
Driven by product news, events, high authority blog posts etc.(Opp for
mktg)
Driven by experiences, genuine engagements
(advocacy, C.S)
Creates demand for qualitative assessment of online conversation
High authority blog contributors• Reporters• Opinion Leaders• Trend spotters
Drive conversation, perception for target audience
Seed original awareness assets around relevant topics/interests (videos, infographics, etc.)
• Opinion Leaders• Trend Spotters• Celebs
Establish authority around topics/interests
• Connect with other influencers & creators
• Offer opportunities for increased exposure/credibility
• Enable with non-product related resources
• Prospects• Users• Advocates
• Connect around interests or needs
• Share or join in on experiences, opinion, UGC, content that convey how they wish to be perceived
• Support• Customer service• Transform negative experiences
into positive ones• Nurture & promote advocacy
• Creators• Mavens
• Establish authority• Generate business• Influence perception
• Amplify and connect Creators• Win over mavens
Social Media Conversation Drivers
Authoritative Blog Posts
Top
Dow
n D
rive
rs Authoritative Blog Posts
Who What Motivates Them Engagement Tactics
Org
anic
Men
tions
Bott
om U
p D
rive
rs
Key Takeaways:• Understanding conversation drivers enables community managers to listen for the right insights• Segmenting influencers by their online behavior and motivators informs how, why, and when to engage• Influencer segmentation and motivators should also inform content generated for social
Target Properties
• Social sharing (SU, Reddit)
• Influential blogs/news outlets.
• High authority influencers
• Targeted influencers (niche audiences)
• Forums• Social networks
• Major Social Networks (FB, LI, Twitter)
• Niche Social Networks If applicable (Tumblr, Flickr, Pinterest etc.)
Content Guidance
PR
SEO
Content/ Event Mktg.
Coord. Support
• Traffic • VOC• SOV
• Traffic • Total followers• Newsletter subscriptions• Leads/ escalations
• Community engagement (mentions, replies)
• Resonance (shares, RT’s)• UGC
Optimize Content & Engagement To Satisfy Objectives
• Broadened appeal • Must resonate with broader
interests• Taps into emotional drivers
• Data & story driven specific to interest/product
• Differentiation aligned with pain points
• Focused on experiences that relate to interests
• Energize customers & advocates
• Satisfies objectives of audience (why did they follow to begin with?
Awareness
Consideration
Conversion
Loyalty
Advocacy
Key Takeaways:• Focus on optimizing content for social sharing assets in a way that supports he objectives of the larger effort • Coordinate with the appropriate stakeholders (PR, SEO, Content/Event Marketing) to amplify the impact • Track metrics that drive business outcomes
Example Health Metrics
Marketers are finding that shouting through social channels doesn’t help drive an audience down the funnel, the key is to systematically engage to activate advocates, partners, and influencers.
Closed Loop Approach
Reports
Listening
Content
Engagement
Informs
Enables
Informs
Contributes
Informs
Audience Insight Guidelines
Best Practices(timing, content
etc.)
Activities at every step of the social engagement spectrum inform, enable, or contribute to one another. A closed loop approach to engagement that uses reporting to inform content, messaging, and engagement optimizes the health of a community in owned and earned social media.
Content & Engagement Calendar
Insight into conversation & sentiment surfaces insight into content gaps, messaging, voice,
and audience
Reports offer visibility into where conversations are occurring, why they are taking place, and who’s
talking
Documenting wins, successful engagement, and areas to
improve contributes to recommendations
Content gaps, support resources etc., identified through engagement
Listening & Engagement Tools
• Informed by POV on social media engagement• Short, consumable format• Offer view into conversation drivers, competitive
context, brand perception
Asset Summary Differentiators
Monitoring reports from most agencies are long, delivered late, and expensiveHow to differentiate:• Quick turnaround• Actionable insights• Grounded engagement framework
Integrated event, editorial, & engagement calendar
Lack a content & engagement strategy that jives with existing marketing effortsHow to differentiate:• Support existing marketing efforts with
complementary content/engagement optimized for social
• Enables the planning of influencer engagement against objectives
• Informed by POV on social media engagement• Short, consumable format• Offer view into conversation drivers, competitive
context, brand perception
Influencer Database
• Segmented by online behavior/ real influence• Include data on role, industry, following
Future State:• Profile tool integrated with Topsy API that judges
influence by content resonance, frequency, topic etc.
Many agencies still define influence in terms of following, a misleading proxy thanks to follow bots, and “black hat” tactics.How to differentiate:• Influence correlates with ability to satisfy
objectives• Complements engagement framework
Contact Information
Nick MartinEmail: [email protected]: NickBMartin.comTwitter: @NickBMartin3