Developing a Social Media Marketing Strategy

Developing a Social Media Marketing Strategy

Learn how to create a result oriented social media strategy. Oct 9th class at University of Hawaii Pacific New Media.

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Rob Bertholf

October 10, 2013
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Transcript

  1. Social Media Marketing Wednesday, October 9, 13

  2. Lets Get Social!!! • Check in on Foursquare at “Pacific

    New Media” (why not leave a tip :) • Follow @PacificNewMedia on Twitter • Send a tweet to @Rob using hashtag #UHPNM • Text “Like PacificNewMedia” to 32665 Wednesday, October 9, 13
  3. Overview • Social Media vs. Social Networking vs. Social Marketing

    • Anatomy of a social media strategy • Tools Wednesday, October 9, 13
  4. What is “Social Media” Wednesday, October 9, 13

  5. Social Media is mainstream... Wednesday, October 9, 13

  6. Wednesday, October 9, 13

  7. Definition Wikipedia: “Social media is an umbrella term that defines

    the various activities that integrate technology, social interaction, and the construction of words and pictures.” Wednesday, October 9, 13
  8. Wednesday, October 9, 13

  9. Wednesday, October 9, 13

  10. Tools Always Change Wednesday, October 9, 13

  11. Social Media is a medium to... • … generating leads

    and referrals to your website • … provide tactical support to sales efforts • … extend traditional marketing Wednesday, October 9, 13
  12. Social Media is NOT a conversation ...its where the conversation

    takes place @JayBaer Wednesday, October 9, 13
  13. How to Join the Conversation? Wednesday, October 9, 13

  14. Social Media is NOT a new language Wednesday, October 9,

    13
  15. “I dont understand this stuff” •  Similar to a business

    cocktail reception –  No boundaries of time or space –  Other people can listen in easily Wednesday, October 9, 13
  16. •  Meet people and start conversations •  Answer questions –

    help others •  Ask questions – trust others’ advice •  Be Authentic Business Cocktail Party Advice Wednesday, October 9, 13
  17. Ok, lets “DO” social Wednesday, October 9, 13

  18. Lets plan to “BE” social and engage with a purpose

    Wednesday, October 9, 13
  19. What is “Social Media Marketing” Wednesday, October 9, 13

  20. Marketing 101 Refresher What is the goal? Who is the

    audience? Where is the audience? What does the audience know? How can I connect with my audience? How do I extend the conversation? How can I get them to introduce me to others? Wednesday, October 9, 13
  21. Extending the Conversation • How do I extend the conversation?

    Once you’ve made that initial contact and gained permission to have an ongoing conversation, what do you plan to do next? Wednesday, October 9, 13
  22. Gaining Recommendations • How can I get my audience to

    introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one. Wednesday, October 9, 13
  23. Traditional + New Media = Success Wednesday, October 9, 13

  24. Stay focused on objectives! Whats the purpose? Wednesday, October 9,

    13
  25. Goals & Objectives • Because Management Says So • Create/extend

    brand awareness & loyalty • Generate top of mind awareness • Drive traffic to your website • Build a community • Drive leads and sales • Encourage and reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting Wednesday, October 9, 13
  26. Who is the target? Wednesday, October 9, 13

  27. What does your audience know? Awareness Interest/Desire Loyalty/Advocacy Action Wednesday,

    October 9, 13
  28. Give Appropriate Assignments 1961 Entries 300 Entries Wednesday, October 9,

    13
  29. Social Technographics http://forrester.com Wednesday, October 9, 13

  30. Give Appropriate Assignments Wednesday, October 9, 13

  31. Anatomy of a Social Media Marketing Strategy Finally, @Rob gets

    to the good stuff @PacificNewMedia #Strategy #UHPNM Wednesday, October 9, 13
  32. Social Marketing Strategy • The umbrella plan. • Framework for

    social marketing focusing activities towards business or communication goals. Wednesday, October 9, 13
  33. Social Strategy Advice • Understand your audience Who do you

    want to reach/engage? What do they know about you? • Define your Purpose/Goals What are your organizational objectives? What do you hope to achieve? • Create a plan Know your voice, know your audience, Time your content, solve problems, be authentic • Determine what success looks like Set KPI’s based on business objectives Wednesday, October 9, 13
  34. Social Marketing Campaigns • Usually contains multiple campaigns factoring in:

    • Monitoring & Listening • Content Marketing • Engagement • Outreach • Measurement Wednesday, October 9, 13
  35. Social Media Monitoring Wednesday, October 9, 13

  36. What are they saying? Wednesday, October 9, 13

  37. Plan to Monitor • Branded Keywords • Non-Branded Keywords •

    Industry Related (Product/Service) • Topical • Lifestyle Wednesday, October 9, 13
  38. Brand Industry Topical Lifestyle Customer Service Reputation Management Customer Acqisition

    Content Ideas Content Partners Wednesday, October 9, 13
  39. Keyword Monitoring/Alerts Wednesday, October 9, 13

  40. Free Alerts Wednesday, October 9, 13

  41. Free Wednesday, October 9, 13

  42. Hashtag Monitoring Twitter.com/Search Wednesday, October 9, 13

  43. www.Twubs.com Wednesday, October 9, 13

  44. Free - $6/mo + Wednesday, October 9, 13

  45. Crafting your message Wednesday, October 9, 13

  46. Getting Social Content Marketing Engagement Outreach Wednesday, October 9, 13

  47. Content Marketing Planned or Scheduled Social Posts. Wednesday, October 9,

    13
  48. Step 1: Identify Resources • Internal Content/Assets • External Content/Assets

    • Discovered • Delivered Wednesday, October 9, 13
  49. Wednesday, October 9, 13

  50. Wednesday, October 9, 13

  51. Step 2: Content Calendar Wednesday, October 9, 13

  52. Editorial Calendar Benefits Social media editorial calendars create a cohesive

    layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas. Wednesday, October 9, 13
  53. Step 3: Visualize Distribution Content Type Blog Social Platform Social

    Platform Email Newsletter Scheduling Application Wednesday, October 9, 13
  54. Wednesday, October 9, 13

  55. Step 4: Create Great Content • Relevant Topics • Multimedia

    • Infographics Wednesday, October 9, 13
  56. Tools for Automation Wednesday, October 9, 13

  57. @Rob highly recommends @HootSuite #UHPNM TWEET IT: Wednesday, October 9,

    13
  58. Wednesday, October 9, 13

  59. Wednesday, October 9, 13

  60. Engagement Content created in response to real-time activity. Wednesday, October

    9, 13
  61. Step 1: Have a Routine Wednesday, October 9, 13

  62. Step 2: Be Consistent Wednesday, October 9, 13

  63. Tools for Social Monitoring Wednesday, October 9, 13

  64. Build your Authority • Be Interesting/Informative • Be Interactive/Social •

    Find a balance (Promotional / Personal) Wednesday, October 9, 13
  65. Outreach Wednesday, October 9, 13

  66. Preaching to the choir Wednesday, October 9, 13

  67. Outreach • Engagement with Fans • Participating with other brands

    • Identify conversations out of direct sphere • Grow your community Wednesday, October 9, 13
  68. Engage Social Influencers • Powerful for Awareness Wednesday, October 9,

    13
  69. Klout Wednesday, October 9, 13

  70. http://Klout.com Wednesday, October 9, 13

  71. Find out where you rank at http://kLokal.com TWEET IT: Wednesday,

    October 9, 13
  72. Advocacy Wednesday, October 9, 13

  73. Build Brand Advocates • Impress influencers, embrace true advocates •

    Activate existing advocates by giving appropriate assignments Wednesday, October 9, 13
  74. Social Measurement Wednesday, October 9, 13

  75. Social Analytics & Measurement • It is critical that success

    be determined by fulfilling pre-identified KPIs (Key Performance Indicator) rather than looking for random trends after the fact. • Gathering and analyzing data (metrics) is the only way to determine what is working and what is not. Metrics help to confirm that social media efforts are not in vain. Wednesday, October 9, 13
  76. Social Analytics & Measurement Only through metrics can you answer:

    • Is your community growing and at what rate? • Who in your community is engaged and who do you need to approach differently? • What online activities and strategies are working? Wednesday, October 9, 13
  77. Progressive KPIs Authority Action Engagement/Interest Advocacy Exposure/Awareness Wednesday, October 9,

    13
  78. Exposure • Website Visits / Pages viewed/ Unique Visitors •

    Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects) Wednesday, October 9, 13
  79. Engagement • Post Likes/+1’s/Retweets • Post Comments • Social Reviews

    • Share of Voice Wednesday, October 9, 13
  80. Authority • Share of Voice • Search Ranking • Social

    Influence Metrics • Aggregated Metrics Wednesday, October 9, 13
  81. Action • Event Tracking (Key Clicks/Downloads/Read Brochure) • Goal Conversion

    (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions Wednesday, October 9, 13
  82. Advocacy • Positive WOM • Generating Content (Blog Posts/Media Content)

    • Customer Satisfaction Wednesday, October 9, 13
  83. Creating & Setting Baselines • Set KPI’s based on customer

    relationship & business goals/ communication objectives • Determine which methods will track these KPI’s Wednesday, October 9, 13
  84. Aggregate vs Individual • Compare data against itself on a

    high level to get a overall pulse • Deep dive to get data for decision making Wednesday, October 9, 13
  85. Data Based Decisions • Using the data to advance to

    next stage of customer engagement Wednesday, October 9, 13
  86. Lets talk tools! Wednesday, October 9, 13

  87. Twitter for Business http://Business.Twitter.com Wednesday, October 9, 13

  88. Twitter Tips • Setup your profile with custom background image

    • Follow people with similar interests • Get into the conversation • Don’t Spam • Update Regularly • Find the latest buzz and contribute • Help other people out • Create Relationships • Integrate Twitter with other Social Networks • Establish Online Relationships Offline #TweetUp Wednesday, October 9, 13
  89. Maximizing Twitter • Shrink your URL’s • RT = ReTweet

    • Direct Messaging • Mention with @ sign • Create/use lists Get a Good Desktop Client • Go Mobile • Categorize Tweets with # Topics • Share Pictures (TwitPic.com) • Search for topics at http://Search.Twitter.com Wednesday, October 9, 13
  90. Maximizing Twitter • Shrink your URL’s • RT = ReTweet

    • Direct Messaging • Mention with @ sign • Create/use lists Get a Good Desktop Client • Go Mobile • Categorize Tweets with # Topics • Share Pictures (TwitPic.com) • Search for topics at http://Search.Twitter.com Wednesday, October 9, 13
  91. PAID: Target by Interest or Wednesday, October 9, 13

  92. Twitter Cover Photos Wednesday, October 9, 13

  93. Twitter’s Tailored Trends Wednesday, October 9, 13

  94. Grow your following Wednesday, October 9, 13

  95. LinkedIn http://LinkedIn.com Wednesday, October 9, 13

  96. Wednesday, October 9, 13

  97. Wednesday, October 9, 13

  98. Blogging Wednesday, October 9, 13

  99. Wednesday, October 9, 13

  100. Content Management System (CMS) Wednesday, October 9, 13

  101. Content Management System (CMS) Wednesday, October 9, 13

  102. Content Management @Rob highly recommends @WordPress #UHPNM TWEET IT: Wednesday,

    October 9, 13
  103. Wednesday, October 9, 13

  104. Wednesday, October 9, 13

  105. Instagram http://instagram.com/ Wednesday, October 9, 13

  106. Wednesday, October 9, 13

  107. Pinterest http://pinterest.com/ Wednesday, October 9, 13

  108. Wednesday, October 9, 13

  109. Wednesday, October 9, 13

  110. Google + Wednesday, October 9, 13

  111. Wednesday, October 9, 13

  112. Facebook Wednesday, October 9, 13

  113. Wednesday, October 9, 13

  114. BONUS: Spotify http://Spotify.com Wednesday, October 9, 13

  115. Questions? Wednesday, October 9, 13

  116. Search Engine Optimization Check PNM Listing Wednesday, October 9, 13

  117. Analytics &Conversion Optimization Check PNM Listing Wednesday, October 9, 13

  118. http://SMCHawaii.org Wednesday, October 9, 13

  119. Wednesday, October 9, 13