the six keys to stand out social marketing

© 2012 Awareness CONFIDENTIAL

Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@[email protected]

THE 6 KEYS TO STAND OUT SOCIAL MARKETING

Connect Questions via Twitter:#StandOut @bostonmike

• VP of Marketing & Sales at Awareness• Boston native, father of 2, Entrepreneur

and 'marketing guy'• Active blogger, tweeter, and social media

enthusiast• Author, Stand Out Social Marketing,

McGraw-Hill, Nov 9, 2012

ABOUT ME…

Blog:StandOutSocialMarketing.com

Facebook:Facebook.com/standoutsocial

Twitter:@bostonmike



BUY THE BOOK

http://tinyurl.com/StandOutMarketing



THIS IS AN INTERACTIVE SESSION

(1) Ask Questions

(2) Tweet me

(3) Visit the blog (standoutsocialmarketing.com)and search for highlighted words in this box:

NOV15



STANDOUTSOCIALMARKETING.COM

• Case Studies• Infographics• Strategies• Strategists• Much More!

Connect Questions via Twitter:#StandOut @bostonmikeA personal story...


SOCIAL

FRESH


ooops...wrong day!


THE NEXT DAY...


How’d they know that?


It was this guy!!!

Connect Questions via Twitter:#StandOut @bostonmikeWHAT I THOUGHT...

Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.



Wow!!!

Social Marketing

Automation!!!SOCIALCR

M


WHAT ACTUALLY HAPPENED...


Not as exciting, but a great story none the less

DELTA



THE 6 KEYS & WHERE DELTA STOOD OUT

PayingAttention

Interaction Content

Presence Management Measurement



Paying AttentionThe Heart of your social strategy

Involves Paying Attention to behaviors and individuals

Focus area: Paying attention to behavior to drive sales

Key Concepts:•Social Prospecting•Social Scoring

Connect Questions via Twitter:#StandOut @bostonmikeFOR EXAMPLE… LET'S SAY WE ARE SELLING…

Connect Questions via Twitter:#StandOut @bostonmikeTraditionally…

• Broadcast messages through multiple channels

• Collect Data and Demographically target

• Open stores in areas of audience concentration

• Drive people to online or offline purchases


• Listen for individuals who show a likelihood of buying

• Target:➡ Hyper-target individuals

with contextual offers and content

➡ Identify Contextual Influencers

➡ Market to a widget enthusiast group on Facebook

➡ Contextual groups (or create one)

Through Social We Would:

@bill Need new shoes for the office party. What to buy?

HUGE ski trip with the guys next month! Can’t wait!

month 2 in marathon training. Feeling better everyday

UGH! I hate back to school shopping for the kids!

Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf

Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk

http://bit.ly/45hdf

http://bit.ly/jhgk

http://bit.ly/jhgk

http://bit.ly/jhgk



social scoring = finding prospects & converting them to customersHigh potential to

buy Influencer Partner CandidateCustomer & Advocate



THE BIG THREE OF MONETIZING BY PAYING ATTENTION

Social Prospecting

Automated Social Profile Collection

Social Scoring


Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows

SOCIAL PROSPECTING

Connect Questions via Twitter:#StandOut @bostonmikeIMPLICIT VS EXPLICIT BUYING SIGNALS

Explicit Implicit

“Looking to buy new windows. Anyone have experience with Pella?”

“Ugh… I can’t get this draft to stop! It’s cold in here!”

“What is the cheapest place to buy new windows?”

Just starting work on the new addition!

“Looking for a recommendation on windows…”

Just bought the new house and am getting ready to move next week!!

Example: Pella Windows



SOCIAL PROFILE COLLECTION

Collected the publically available profile information on the individuals engaging in your specific conversations.

Public Posts and actions on Social

Networks like:

Engagement on brand owned social destination

Participation in Facebook contests,

Downloads, et

Social Profile



Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.

SOCIAL SCORING



DEFINE A PATH TO PURCHASE

TRACKING BEFORE DIRECT ENGAGEMENT



BUILD A BEHAVIORAL SCORE MODEL



SOCIAL SCORING IN ACTION

+5 points

“looking to buy something…”

+5 points

Joined Facebook page

+10 points

“Any recommendations for product?”

+10 points

Visited page

Prospective buyer



HYPER-TARGETED MARKETING CAMPAIGNS



REAL LIFE EXAMPLES

The Louisville Real Estate Agent

30% conversion rate on leads sourced via

Twitter

TriNet Listens for ‘events’ and sells software

Roger Smith Hotel attracts guests

IBM Generates Millions by Listening for Leads

STRATEGIE

S



FOILED CUPCAKES

FOILED CUPCAKES



InteractionIf paying attention is the yin of social marketing, interaction is the yang.

Focus area: Interact with your audience based on who they are to drive improved response rates

Key Concepts:•Interaction Continuum•Interaction Science



THE INTERACTION CONTINUUM



TIPS AT EACH STAGE

Extended Audience

See social activity of

others in their network

Share photos and videos

Passive Followers

The silent observers

Ask Questions

Moderate Interactors

Regular Engagers

Consistency is key

Active Interactors

Top Fans Make them champions

Influential Interactors

Influencers who are active

with your brand

Guest post



ContentFocus on the needs of your prospects… not the needs of your company

Repurposing content to drive additional interactions and responses

Key Concepts:•Home Base & Outposts•Content Mapping



MULTI-PURPOSING CONTENT



CONTENT MAPPING



PresenceBuild and manage your brand persona

Create a stand out persona that thrives on interaction and posting distinctive content

Key Concepts:•Humanizing your brand•Brand Consistency



HUMANIZING A BRAND



BRAND CONSISTENCY



ManagementStand out management comes from internal process and execution

Manage and develop internal workflow and procedures to drive success

Key Concepts:•Workflow•Consistency


Collaborate and manage internally

MANAGING THE SUPER BOWL

The 2012 Super Bowl Host Committee

identified and assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions resulting

in $3.2M in value to NFL.

Example

SUPERBOWL



JETBLUE



ORGANIZING INTERNALLY



MeasurementMeausure the things that impact the bottom line

Measurement based on ROI

Key Concepts:•ROI•KPIs

Measurement



SOCIAL ROMI VS SOCIAL ROMO

SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn on Marketing

ObjectiveOverall social marketing contributions to the business over time (usually year-over-year)

Specific social marketing contributions to customer engagement and sales (usually campaign based and short term)

SOCIALROI



SOCIAL ROMI SOCIAL ROMOReturn on Marketing

InvestmentReturn on Marketing

ObjectiveAdd All Marketing

Expenditures

Determine Contribution to Results

Calculate ROMI

Calculate Lead Gen Effectiveness

Determine Contribution to Results

SOCIAL ROMI VS SOCIAL ROMO



8 ROI RELATED METRICS

Conversions

Reach & Relevance

Easiest Implementation = Link Append1. Create appended URL:

http://mycompany.com/?q=LeadSource&fn=Link2. Mask with vanity or bit/ly3. Send through appropriate channel

• Reach = SUM(Fans, Followers, Subscribers)• Reach Velocity = Social Reach growth Month-Over-Month

Interactions• Interaction = SUM(shares, likes, retweets, @replies, comments, favs, etc)

• Interaction Velocity = Social Reach growth Month-Over-Month

See also – Author Int Rate, Content Int Rate, Theme Int RateActivity Ratio

• Activity Ratio = # of Interactions / Social Reach• Active Audience Ratio = # Active Audience Members / Social Reach

http://mycompany.com/?q=LeadSource&fn=Link



•Comment-to-Content Ratio•Comment-to-Profile Ratio•Content-to-Share Ratio

8 ROI RELATED METRICS (CONT.)

Content Effectiveness

•Audience Sentiment•Contributor Sentiment•Content Sentiment•Author Sentiment

Brand Sentiment

•Total Number•Authority Domains

Inbound Links

•Influencer Score•Influential topics/areas

Influence

METRICS


Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@[email protected]

CONTACT

the six keys to stand out social marketing

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