Social media provides the opportunity to reach the consumer at every single touchpoint from trigger to action/purchase/advocacy. Learn valuable insights on where where to find them, and what to do when you get there.

1. Social Media:
Tailoring your Strategy to a
Targeted Digital Audience
Casey Knox, Director of Creative and Digital Strategy

2. DIGITALCONSUMER SEGMENTS
BRAND
AMBASSADORS
ACTIVE USERS
INFLUENCERS
TARGET AUDIENCES

3. SOCIAL MEDIA &THE DIGITAL CONSUMER

4. PILLARS OF
SOCIAL MEDIA7Goals – define what the SMART goal(s) are for particular initiatives
Listening – active listening for brand and industry buzz and sentiment
Platforms – where you choose to communicate with target audiences
Content – voice, messaging, content calendar, content library, parameters
Engagement – RTs, DMs, replies, comments, likes, shares, scripts
Integration – cross platform messaging, overlapping, time lapse
Measurement – track KPIs through social analytics and web analytics

5. DIGITAL MARKETING TRENDS
B2C & B2B [ORIGINAL] content is king
B2C & B2B Content marketing
B2C & B2B Increasing digital marketing budgets
B2C & B2B Responsive design websites
B2C & B2B Data-driven marketing
B2C & B2B Email marketing is most effective push messaging platform
B2C & B2B Increased focus on video content
B2C & B2B Increased focus on search
B2C & B2B Real-time marketing opportunities
B2C Using Facebook as core social media platform

6. ORGANICvs. PAID virality
Virtually free model
Access to limited metrics
Message goes to the general public
owned + earned =
Uncertainty of truer reach and
resonance
Pay-for-performance model
Access to more metrics
Message goes to targeted audiences
owned + earned + paid = converged media
Ability to gain social intelligence to apply
on future efforts
To invest or not to invest?

7. SOCIAL PREFERENCES

8. SOCIAL PREFERENCES
Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth
since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on
Facebook (compared to 17% who are on Twitter). Eighty-six percent of Facebook's users
are outside the U.S.
Sixty-eight percent of Instagram's users are women.
Twitter has a surprisingly young user population for a large social network — 27% of 18
to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties
and forties.
LinkedIn is international and skews toward male users.
Google+ is the most male-oriented of the major social networks. It's 70% male.
Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S.
Pinterest users are women.
Tumblr is strong with teens and young adults interested in self-expression, but only 8%
of U.S. Internet users with incomes above $75,000 use Tumblr.
Http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9

9. CASE STUDY:
CHALLENGE:
In April 2013, Wal-Mart sponsored a nationwide social media contest for Feeding
America, and the Chattanooga Area Food Bank (CAFB) could win up to $125,000. Our
challenge was determining how to encourage regional supporters to go and vote for the
CAFB on Walmart’s Facebook page, once a day, for an entire month?
PLAN:
We developed a content strategy that was empowering and emotional in tone,
strategically and consistently reminded the audience to vote and why, reaching the local
community digitally and through grassroots efforts. This was executed through social
media postings, emails, a landing page, and targeted direct mail sent to the CAFB’s
corporate sponsors, asking them to encourage their employees to vote.
RESULTS:
Within 30 days we helped pull in 3,187 votes total, causing CAFB to finish 17th place out
of all the food banks in the nation and solidifying their $45,000 grant. Each of the CAFB’s
four partner agencies also received enough votes to win $20,000 dollars each. The CAFB
won $125,000 in grant money from Wal-Mart. This money will provide 625,000 meals to
the Chattanooga region.

10. CASE STUDY:
CHALLENGE:
A large nonprofit had a last minute opportunity to purchase ad space in the AFC
Championship game during the 2011 – 2012 NFL season. They wanted to track real-time
conversations and leverage the buzz for responsive marketing opportunities. We saw this
as not only an opportunity to measure virality of the campaign and respond to the buzz,
but also to integrate TV and social media for an enhanced consumer experience.
PLAN:
We setup a listening grid to monitor the buzz at the time the TV aired and for the next 24
hours after. Because the TV ad had a Christian message that would air to a secular
audience we knew we would need to proactively scenario plan potential positive and
negative reactions. We also advised the client to integrate a hashtag at the end of the
YouTube version to promote and track buzz on Twitter.
RESULTS:
Online buzz increased by 2500% or 15,000 mentions within 2 hours of the commercial
airing. The video received over 580,000 video views on YouTube within 2 days. They
received a 23% surge in online donations. They were able to directly and indirectly
respond to the conversations that they wanted to, wherever they were taking place
online. This campaign also demonstrated to them the power of social intelligence.

11. CASE STUDY:
CHALLENGE:
Increase awareness and positive search results for LeadPile’s 3rd consecutive Inc. 500
Magazine’s ‘Fastest Growing Companies in America’ nomination.
PLAN:
We launched an integrated public relations and social media campaign targeting
potential and current clients. We leveraged content discovery platform Outbrain with a
test budget of $5,000.
RESULTS:
Over 21,OOO article clicks; more than 16M impressions; increased Twitter community
size by 100%; gained 2 page one organic search results for “LeadPile.”

12. CASE STUDY:
CHALLENGE:
In the midst of a digital awareness campaign for Guatemala Tourism Board, targeting
U.S. international travelers, the U.S. Embassy issued a travel safety advisory
recommending travelers avoid travel to regions in Guatemala, due to mudslides, closed
roadways and gang violence. The message quickly spread across news media, travel
blogs, blog and forum comments, and Twitter.
PLAN:
The roads were actually closed due to scheduled road construction, not unexpected
mudslides. An alternative route was mapped out and available for tourists to safely travel
to Lake Atitlán. We contacted the Guatemala government and requested the Minister of
Tourism take the new scenic route to Lake Atitlán, take photos along the way to prove it
was safe, and provide a map to publish on social media. We drafted a media statement to
correct the advisory, and posted this content anywhere we could online.
RESULTS:
As with most digital crises, success equates to the negative buzz stopping. We aimed
higher. We were able to reverse the negative buzz with positive buzz by leveraging our
travel influencers through Twitter, blog and forum comments, and news media. We
outnumbered the negative buzz by 57%, and the crisis ended within one week.

13. RECOMMENDATIONS
• ENGAGE – Engage audiences more and leverage user-generated content.
• SOCIAL MEDIA CAMPAIGN – Amplify major business accomplishments
(anniversaries, new offerings), with cross platform support. Draw inspiration from
Oreo’s 100 year anniversary campaign:
http://www.youtube.com/watch?v=ZDSc0V3AEnk. Allocate paid media to this effort.
• SOCIAL MEDIA POLICY - Allow for a social media policy that empowers
employees to support all appropriate entities of the business. (i.e., LinkedIn shares,
Tweets)
• PLATFORMS – Be in multiple places, where your target audiences are.
• SHAREABILITY - Add appropriate social share buttons to any website content that
you want people to share. Reference relevant news sites to see how they do this. They
are the best at shareability.

14. GOOD RESOURCES
2014 Edelman Trust Barometer - http://www.slideshare.net/EdelmanInsights
Alexa – Monitor competitor search traffic- http://www.alexa.com
Google Trends – http://www.google.com/trends
Quick Sprout Website Analyzer - http://tools.quicksprout.com/
Social Mention – http://socialmention.com
Pew Study on Social Media Users -
http://pewinternet.org/~/media/Files/Reports/2013/Social%20Networking%202013.pdf
Google Image Search – “Pew Social Media Demographics”

15. CONNECT
Casey Knox
Director of Creative and Digital Strategy
Southside Creative Group
SouthsideCreative.com
President, American Advertising Federation Chattanooga
AAFChattanooga.com
Casey@southsidecreative.com
@CaseyMaeKnox
About.me/CaseyKnox