Engagement is the key metric for social media marketing. The document discusses how engagement drives loyalty for customers and recommends focusing social media strategies on methods that provide appropriate interaction and experience. It also outlines how social media has become an enterprise-wide phenomenon impacting many business functions like sales, marketing, customer service and more. Analytics tools can help measure engagement across social networks and websites to improve campaigns.

1. Social Media Marketing’s Key Metric:
Engagement
By Banyapon Poolsawasd
for Marketing Leadership & News Professionals

2. Presented by @daydev
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3. Evolution of Engagement
Customer service and support in Social Media
2010-Presented
2000-2010 Integrated
Multi-Media Channels, Social
Customer Media, Video
1990-2000: Channels, Avatars
Interactions –
Call Center,
Emergence of IVR
Telephone, Web,
Email, Chat, SMS
and Automation.

4. “Social Media is an enterprise-wide movement that impacts
sales, marketing, customer service, product development,
corporate communications, and employee communication
and collaboration”.

5. Enterprise use of social Media
Customer Service
Marketing-Branding and Support
Positioning, Promotion
Key
Public Relations (PR),
Uses
Corporate Communication
Sales-Customer Acquisition
Growth, Retention
Employee Collaboration,
Production Development
Social Media is not just a contact center imperative, but also an
important enterprise-wide phenomenon that impacts several
business functions. This includes sales, marketing, customer service,
product development, corporate communications and PR, and
employee communication and collaboration

6. Getting closer
to customers
Engagement is the
Journey, Loyalty is the
Destination. Engagement
drives loyalty, and
empowered consumers
expect it when interacting
with brands today.
Marketers should plan with
engagement methods
that provide the
appropriate level of
interaction and
experience.

7. Inbound Marketing
Social Media and Search Marketing is a king for engagement customer
Web
KOL SEO
Seeding
Strategic Creative Online Planer
EDM PPC
CAMPAIGN
Mobil FB Ads
e Ads Mobile FB
Search Fan Page
Ads
* Display Ad
Display network
contextual ads Display
Interactive Banner
Rich Media Banner
Ads*
Video Banner

8. Prominent Point
based on digital campaign
SEARCH MARKETING
SEO SEM & Display Network
SOCIAL MEDIA
Facebook FB Ads SMO etc.
WEB ANALYTICS
Analytics Tool Evaluation
traffic management

9. Consumers with accounts on Social media
72%
Social networking sites 79%
89%
33%
Media sharing sites 42%
57%
24%
Microblogging sites 37%
42%
12%
Blogging sites 24%
30%
14%
Wikis 22%
27%
10%
Social review sites 16%
20%
7%
Social bookmarking sites 12%
19%
20%
No Accounts 13%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Babay Boomers Gen X Gen Y
Generation Y: People born between 1975 and 1992 (18 to 35 year olds);
Generation X: People born between 1965 and 1974 (36 to 45 year olds);
Baby Boomers: People born in or before 1964 (46 years olds and older).
Source: IBM Institute for Business Value analysis. CRM Study 2011.

10. It’s personal
For most consumers, social media is about engaging with friends and family and accessing news
and entertainment – not interacting with brands.

11. Social Media Business
Objective

12. Social Media Measurements

13. Customer Engagement
Integrate Tools

14. Customer Engagement
Tools & Trends
Technolog
y Feed Back
&
& Recommendation
Innovation
Mobile
Marketing Personalization
Added Value Customization
&
Consistency

15. Media Utilization
Search Engine Optimization {SEO} & PPC
PPC
Adwords
Organic
Search
SEO On Page

16. Media Utilization
Search Engine Optimization {SEO}
Benefit of SEO
Low Cost Traffics
Brand Measurabl
Awareness
and High Generato e results
Value r
Earning higher Search engine Traffic is the middle Search Marketing
rankings on marketing is low man between help you listen and
search engines cost compared to brand awareness tracking behavior
results pages to other forms of and sales. You have from your real target
increase marketing and is earned good results audience.
recognition arguably one of for brand awareness
the most effective then you will receive
with a high ROI clicks and the more
clicks you get

17. Media Utilization
Mobile Advertising & Search on Mobile
Mobile
Advertising
Search Ads
on Mobile

18. Media Utilization
Mobile Advertising & Search on Mobile
Benefit of Mobile Advertising & Search on Mobile
Fastest
Improve Location One
Time Awareness
Growing Click Away
Audience
The always-on Knowing Use of the mobile With feature "click
and always- someone’s internet is growing to call" feature
aware nature of geographic at an customers are now
mobile devices location can be unprecedented only one click away
provides more critical to engaging rate and it is set to from your business.
timely in a relevant overtake the PC as
communications conversation with the main way
than any other them. people will access
channel. the internet in the
near future.

19. Media Utilization
Facebook Advertising

20. Media Utilization
Facebook Advertising
Benefit of Facebook Advertising
Reach Control Combining
Your Community
Target Your Marketing
Supported
Budget Solution
Audience
Connect with Set the daily Combining Build a community
more than 800 budget you are marketing solutions around your
million potential comfortable with on Facebook for a business with
customers Select Adjust your daily positive ROI. Facebook
your audience by budget at any time Advertising.
location, age and Choose to pay only
interests when people click
(CPC) or see your
advert (CPM)

21. Media Utilization
Overview Of Facebook
5 Million video clip
uploaded per
3.5 Million
Joined Fan
850 Million
photo uploaded
month Page a day
per month
3 Million
Mins. 170 million 2 Million
Browsing on Active user from
Facebook Events created in
175 million user
every day Facebook per month
Facebook became the Most-Traffic
Social Media Site according to comScore

22. Media Utilization
Overview Of Facebook
47% of all users
Total : 4,008,680
53% of all users
Total : 4,584,800
Facebook now has 8,642,980 User
in Thailand

23. Media Utilization
Overview Of Facebook
Social Ads
Reach your exact audience and
connect real customers to your
business.

24. Media Utilization
Display Ads Network
Ads
From
Display Ads
Network
Ads
From
Display Ads
Network

25. Media Utilization
Display Advertising Network
Benefit of Google Display Advertising
Behavior Contextual Geographic Remarketing
Recent online Categories and Targeting users by Display adverts can
behavioral real-time relevancy geographic be shown to users
patterns can scores can ensure location is an who have previously
determine where your ad is excellent way to visited your website.
your ad is displayed to the personalize your ads This helps convert
displayed. appropriate and creative. users who have left
audience. Perfect for a pizza your website without
delivery company making a purchase.
etc.
Display advertising can be a great way to grow a brand and increase
conversions. Superior technologies enable campaigns to target the user
instead of the website.

26. Analytics Tools

27. Analytic Tools & Conversion Suite
Google Remarketing
Re-Engage your customers across Ads network
Goal Flow report bring more details into view.
Chances are you’ll see visitors doing things like
skipping steps and looping back to previous
steps – things you just can’t see in the standard
Funnel Visualization report.
Benefit
• Most effective ways of increasing the
number of conversions on your site.
• Truly works as a form of advertising because
it plays on the natural tendencies of the
ordinary consumer.
Conversions are likely to increase through Google
Re marketing and as one of the management
companies that can offer this service to their clients

28. Analytic Tools & Conversion Suite
Google Analytics funnel visualization
How Visitors Really Move Through Your Funnel
Goal Flow report bring more details into view. Chances are you’ll see
visitors doing things like skipping steps and looping back to previous
steps – things you just can’t see in the standard Funnel Visualization
report.
Understand how visitor behavior leads
to sales and conversions
Improve your online sales with
Ecommerce Reporting
Make better marketing decisions with
Attribution Modeling
We could discover similar insights by examining other loops in the goal
flow. Entrances can be misrepresented for the same reason that apply
to exits

29. Analytic Tools & Conversion Suite
Google A/B Split Test
Form Form Form
1 2 3
Create flow for “Registration Form” by
Split Test and Generated Script include
on form.
Analyzing the Experiment Data
The experiment simply runs
itself, collecting data until a clear
winner can be determined by Google
Analytics.

30. Case Study

31. Twitter Influencer
Brandfluencer find Influencers Who Tweet Your Blog
by knowing who drives the most traffic and page views to your
site, you can focus on continuing to build relationships with them or
show your appreciation and thank them for sharing your content.

32. Twitter Cover Photo
Awareness and Lifestyle

33. Twitter Cover Photo
Brandfluencer find Influencers Who Tweet Your Blog

34. Twitter Cover Photo
Brandfluencer find Influencers Who Tweet Your Blog

35. Google+
Google+ has a unique culture and set of capabilities that set it apart from
other social networks.
Follow Active People Relevant to Your Business
Now, finding these people can be a bit of a challenge, but search makes your job a lot easier.

36. Google+
Take Time to Comment
build an active and engaged audience, it takes more than just following the right people. You
also have to get into the trenches and interact with those people.
Participate in Hangouts
Hangouts are a great way to meet new and exciting people. Video is the next closest thing to
meeting a person in real life and allows you to better connect with someone.

37. Google+
Publish High-Quality Content
Take the time not only to create but also share great quality content. As Scott Stratten
says, “People share awesome.” The same goes for interacting with that content as
well, whether it’s +1s, comments or reshares.

38. Facebook
Increase Your Facebook Engagement
Your Need some factors:
• Solid content strategy
(what you’re going to post on your page)
• Promotion strategy
(how you’re going to continually increase your fan
base)
• Engagement strategy
(how you’ll respond to fans and build community)
• Conversion strategy (how you’ll turn your fans into
customers)

39. Facebook
Launch Creative Incentives
From time to time, keep your fans engaged with fun promotions. That may include
contests, offers, games, vouchers, codes and more.

40. Facebook
Launch Creative Incentives
Use Facebook Feature

41. Facebook
Get Personal
Your community wants to get to know you and wants to be able to relate to you and your
company.

42. Facebook
Image is the Best Ways Content Marketing
No doubt you’ve heard the visual marketing drumbeat, and it’s all true. Pictures are very
powerful on Facebook. They take up more space in the news feed and can get more
engagement than a straight text post.

43. Facebook
Have Fun
…Oh I think you know.

44. Facebook
Love your Fan
Campbell’s Soup uses photos and posts to show their fans how much they love them. Make
sure you don’t take your community for granted. Show a little love! It also helps to be creative
in the way you express it so that it adds some fun and gets shared.

45. DIGITAL MARKETING
Social Media & Digital Assets Optimized
Location Sharing
Expand the Check In
• Location-based check-ins
• Content check-in application
• Brand/Product Conversation
Check in Application

46. DIGITAL MARKETING
Social Media & Digital Assets Optimized

52. With “Good Consider /
I want to see her Copy” or Funny enjoy
Secret album. “Reward” with shared
A Digital Campaign
with Open Graph
Or API.
Create (and request access)
Administrator Control
Allow
Access
FIN!
Open Graph
OK
Her Secret Album

54. Social Media Integration
powered by @daydev

55. Pinterest
Run Competitions
People love taking part in competitions, whether it’s to win a coupon, money, get their two
minutes of fame or just for fun On Pinterest, you can run competitions where the winner is the
user who pins the best pictures or has the Pinterest board with the best collection of pins. You
could also do something creative

56. Pinterest
Run Offers
People love offers, especially if they find the product or service useful. Use the image-based
nature of Pinterest to promote your offers.

57. Pinterest
Get Into Your Fans’ Heads
So only share images that revolve around your brand and the lifestyle it provides.

58. Pinterest
Add Several Images to Every Page
So make sure you add at least one shareable image to every page. A better option would be
to add many wonderful images to every page, so your readers get to choose their favorite
image to pin.

59. Summary
These are just a few creative ways you can engage your audience on
Social Media. Use these techniques or build on them to come up with
your own innovative ways to engage your audience.

60. Thank You for Attention