nikki little - the past, present & future of social media: learn how to propel your program...
DESCRIPTION
A lot has changed with social media during the past several years. Nikki Little will take you on a journey of the past, present and future of social media, culminating with what you need to start doing now to grow your business.TRANSCRIPT
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?
