stc associates - social media presentation
TRANSCRIPT
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STC ASSOCIATES
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
MAKING CENTS OF SOCIAL MEDIA(OR, YOU DON’T KNOW WHAT THE HELL YOU’RE TALKING
ABOUT. BUT THAT’S OKAY. NO ONE ELSE DOES EITHER.)
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO KILLED THE RADIO STAR
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO KILLED THE RADIO STAR
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO MADE THE RADIO STAR BIGGER
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
WHY?
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOABL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
I’LL TELL YOU WHY.
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
CONTENT IS KEY CONTENT IS WHAT THE USER WANTS TO FIND,
NOT THE OTHER WAY AROUND.
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
“Best-in-class towing capacity with ample
fuel economy”
Ad Copy Team
“Truck that gets good gas mileage”
End User
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
THE HEADLINEGOING BEYOND
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
CONTENT HIERARCHYANALYZING SEARCH WORDSKEY WORDSANALYZINE INTENT+
BETTER USER EXPERIENCE(TA-DA! YOU ARE NOW RELEVANT)
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
“B2B CAN’T DO SOCIAL MEDIA”
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
B2B IS BULLSHIT
BUSINESS-TO-REAL HUMAN BEINGS;JUST GIVE THE PEOPLE THE ANSWERS THEY WANT IN A CONTEXTUALLY RELEVANT WAY.
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SOCIAL MEDIA—AS WE KNOW
IT—DIED
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
OMG I HAVE 13,000 TWITTER FOLLOWRS
#DOUCHEBAG
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
TWEETS, LIKES, AND VIEWS ARE A JOKE
THEY SHOW IMPRESSIONS, NOT ENGAGEMENT.
YOU’RE MARKETING TO ZOMBIES.
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
ABOVE BASELINE
COMMUNITYINTERACTION
+ NEW USERS( )
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
DIFFERENT RECIPESBUILD DIFFERENT FORMULAS FOR MEASURING
DIFFERENT METRICS UPON SPECIFIC KPI
BRANDINTERACTION MINDSHARE BOOST SALES
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
$450B
$25B$25B
Traditional marketing spend
Digital search
Email, web, and digital
2010 GLOBAL MARKETING SPEND
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
AND CUT YOURSELF A PIECE OF THAT PIE
MOVE THAT $450B INTO DIGITAL
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
A SHOT IN THE DARK
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
MEASURE BRAND PERFORMANCE
ONLINE STORES ARE 10X MORE LIKELY TO MAKE A SALE51% OF FOLLOWERS ARE LIKELY TO BUY
74% OF FOLLOWERS ARE LIKELY TO RECOMMEND
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
GET THE CAMPAIGN ON THE
FRONT DOORBANNER ADS ARE WORTHLESS
EMAILERS ARE DEAD
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
FOCUS ON THE CONVERSION RATE
MICRO-TARGETING COOKIE POOLS(I.E., iOS vs. ANDROID)
BUY SQL OR KPI POOLS RATHER THAN IMPRESSIONS
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
POST AND PRAYGOOD THINGS COME TO THOSE WHO
MAKE GOOD THINGS HAPPEN. YOU CANNOT JUST POST AND HOPE
YOUR MESSAGE SPREADS.
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
NUTS AND BOLTSSOCIAL MEDIA STRATEGY
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
REASONS PEOPLE USE SOCIAL MEDIA
1. ELICIT JOY2. CONNECTIONS3. EXPLORATION
4. PRIDE5. IMPACT SOCIETY
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SOCIAL MEDIA STRATEGY1. DEFINE PROGRAM
2. ISOLATE AND MEASURE (BASELINE vs. UPLIFT)3. EVALUATE EFFECTIVENESS (BENCHMARKING)4. DETERMINE ATTRIBUTION (EXTERNAL EVENTS)5. ANALYZE KEY DRIVERS (TOPICS AND TRENDS)
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MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SM PLATFORM INTERACTION
MINDSHARE/BRAND GOALS
ANALYTICS AND RELEVANT CONTENT
LISTENING PLATFORM
WEBSITE
BOOST SALES
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