social media strategies - the landscape
Post on 17-Oct-2014
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DESCRIPTION
Get a basic understanding of the social media landscape... the digital shift, relation to the traditional marketing mix, what social media is, and determine how to integrate 10 social media tools into a marketing strategy (or not). The presentation serves to complement the social media strategies workshop that Shaun Holloway is doing in conjunction with Franklin University in Columbus, Ohio. http://www.srholloway.comTRANSCRIPT
Social Media Strategies
The Landscape
@shaunholloway | srholloway.com
Why Do We Care?
• Social Media Revolution Video
Digital Transformation
Previous Era New Era
Targets end-users Community of end-users
Monologue Communication Dialogue-based Communication
Awareness Priority Engagement Upgrade
Push Strategy Pull Strategy
Protected Communication Transparent Communication
Created by Organizations Co-created with end-users
Brand Management Focus Brand Stewardship Focus
Emphasis on Promotion and PlaceThe Traditional Marketing Mix
Product
Advertising
Direct Marketing
Web Marketing
Social Media Marketing
Personal Selling
Public Relations
Email Marketing
Promotion
Price Place
Definition of Social Media
• There are a lot of definitions… really.
• “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information.” ~ Ann Handley
- All areas connect to and support one another (2-way integration) - A strong core is needed to support interconnectedness
Central Website and Community
Video
Photos
Blogs
Audio
SocialNetworks
YouTube
Vimeo
Veoh
Flickr
Webshots
Photobucket
Picasa
Slide
DailyMotion
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
SitesCompany
Individual
Institution
Organic
Web & Social Media Marketing Basic Model
Feeds / Widgets BookmarkingEmail / Print
Interest
General
Box IndicatesEXAMPLES of Tool and Service Providers
5 Second Memory Test
• Look at the next slide for 5 seconds then move forward
• Write down as many letters as you remember
JFKN AS ANAT OUP SFBI
Now do it again. Next slide.
JFK NASA NATO UPS FBI
Did you do better? Why?
• Is your content cutting through the clutter?• Is your message recognizable at a glance?
• Use familiar language and be brief• Monitor trends and current events
Live Newsfeed Notice Test
Find the “Sweet Spot”
Channel
AudienceContent
Be selective
Take your time
SweetSpot
- All areas connect to and support one another (2-way integration) - A strong core is needed to support interconnectedness
Central Website and Community
Video
Photos
Blogs
Audio
SocialNetworks
YouTube
Vimeo
Veoh
Flickr
Webshots
Photobucket
Picasa
Slide
DailyMotion
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
SitesCompany
Individual
Institution
Organic
Web & Social Media Marketing Basic Model
Feeds / Widgets BookmarkingEmail / Print
Interest
General
Box IndicatesEXAMPLES of Tool and Service Providers
Social Media Landscape Grid – P1
• Discuss ten social media tools
• Identify how good each tool performs in each of the four categories in terms of TIME and/or MONEY
– WORTH IT (green)– HELPFUL (yellow)– WASTE (red)
Social Media Landscape Grid – P1 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
YouTube
Flickr
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape Grid – P1 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
Slideshare
Google+
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
• Now, let’s compare answers
• Discuss and compare to the following labels and attributes
Social Media Landscape Grid – P2
Social Media Landscape Grid – P2 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
Twitter There are a number of tools to help track mentions and sentiment. Reach is broad once established
Allows opportunity to engage and spread news virally. Excellent for branding and public relations management
The potential is large, but over-promotion and too frequent posts can turn off followers. Find a solid balance
Although tweets are good for breaking news, links provide little to no value and do not show up in search results
Facebook Great for engaging people, sharing options, and participation.
Use the platform to organically grow followers and/or utilize ads to grow the follower base. Do not forget to keep content interesting
Excellent way to share content from the website and drive traffic. The use of share buttons continues to increase cross-shares
Liking or sharing does not tend to be a long-term effect on search results. Data from this can help refine website content to optimize SEO
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape Grid – P2 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
LinkedIn Engagement is possible through groups, but moderation is needed to keep them clean. Group performance and frequency vary
Effective for personal branding as well as an organization with brand pages
Majority of users tend not to click-through; however, what traffic comes tends to be from relevant readers from the target audience
Most LinkedIn pages will rank in the top ten; however, organizations have a harder time getting there
YouTube Powerful channel for quickly engaging the audience and feeding content to many vehicles
Excellent tool once a catalog of video is created that collectively represents the brand and relates to the target audience
Traffic primarily goes to the video, and links can be added to the description; however, embedded videos into a website help both ways
Great for building links back to the website and leveraging Google’s video platform and top search engine
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape Grid – P2 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
Flickr Properly tagged photosets and photos help communicate activity and showcase the message
Participation is possible but not likely, but embedded photo slideshows help significantly
Even with many views, the click-through rates to the website remain low
While heavily indexed by search engines, proper optimization can rank well in search results
When evaluating “sub-reddits,” the feedback is valuable, but reach can vary based on relevance
There is little branding opportunity, as most stories are from major news sites. Images attribution is limited
If Reddit likes the brand, then traffic is good. There is balance on trying too much and not enough
Make the front page and many reputable sites will create links to the website
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape Grid – P2 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
Pinterest Not a great platform for engaging customers due to the nature of the collections and functions
Following and sharing pins can help spread the brand’s impact and encourages others to do the same
Traffic generation is big, but only the website needs pinnable images
Pinterest’s “nofollow” attribution on its links eliminate the value of using this as an SEO tactic
Slideshare Great for organizations that utilize slide decks. Embedded presentations into website helps promotion
Many ways to leverage and increase exposure. Strategically utilize the Slideshare URL to encourage traffic
Very similar to YouTube in that traffic tends to stay within the network. Embedding slideshows and feeds helps
Linked are nofollow, which provides no SEO benefit; however, SlideShare accounts rank highly for brand names
Social Media Landscape Grid – P2 Target Audience
CommunicationBrand Awareness
Referral Traffic
Search Engine Optimization
Google+ Communication and engagement possibilities are great, but user participation is relatively low
Majority of brand searches appear in Google search results and +1’s rank highly
Content can be heavily shared and influence how the content ranks. Using the +1 button helps
Receiving +1’s on pages significantly helps page and site rank
Instagram Little to no communication exists within the site for engagement
Excellent way to show images of offerings and promote campaigns. API can push photos to sites
Very difficult. Only the creative and the super curious can accomplish
Most sharing of images are contained within rather than own site
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Strategies
The Landscape
@shaunholloway | srholloway.comAP Olympics Video