Developing a Social Media Strategy by Leah Mackey Schultz

1. Social Media Marketing, Listening & Analytics
DEVELOPING A SOCIAL MEDIA STRATEGY

2. WHO AM I?
Leah Mackey Schultz
Director of Social Media Operations at ACS Advertising,
a Xerox Company in Brentwood, TN
Connect with me:
Twitter.com/MackeyLeah
linkedin.com/in/leahmackey
Leahfmackey@gmail.com
https://leah.populr.me/
@MackeyLeah 2

3. AGENDA
• Intro/video
• What?
• Why?
• How?
• Measurement / KPIs
• Tools
• Extras
@MackeyLeah 3

4. SOCIALNOMICS - VIDEO
• http://youtu.be/TXD-Uqx6_Wk
• 4th version of the world's most watched social media
video series "Social Media Revolution. Written by
international keynote speaker and best selling author Erik
Qualman (Socialnomics, Digital Leader, Alex Azure &
Forbidden Door)
@MackeyLeah 4

5. WHAT DO WE HAVE HERE?
Social Media is a way marketers can engage in
TWO-WAY
conversations with their target audience.
@MackeyLeah 5

6. ?????????
WHY AM I DOING THIS?

7. WHAT CAN SOCIAL MEDIA OFFER?
• Visibility / Branding
• Virtual Networking
• Lead Generation
• Social CRM / Customer
Care
• Market Research
• Competitive Analysis
• Added SEO Value
• Identify Influencers
• Information Sharing
• Track Industry News
• E-Commerce
• Digital Display Ads
• Employee Recruiting &
Retention
@MackeyLeah 7

8. THE RISE OF DIGITAL MEDIA
Source: http://www.scarborough.com/fs248584273/Scarborough-Social-Media-Infographic.pdf
@MackeyLeah 8

9. Everyone.
WHO CARES?

10. SOCIAL MEDIA TODAY
67%
Percentage of adults using
social networking sites.
238%
Growth in Social Media
from 2009 – 2012.
#1
Most visited web site
in the U.S. is
Facebook.
7,000
Tweets sent per second.
53%%age of people on
Twitter that recommend
products or brands.
200M
Active users on Twitter.
Sources: Scarborough & Pew Research Center 2013
@MackeyLeah 10

11. WHY SHOULD I GIVE A DARN?

12. WHY SHOULD I GIVE A DARN?
Percent of social media users who participate in the following at
least once per month on social media sites:
Hear others’ experiences
Learn about brands, products, services
Compliment brands
Express concerns or ask question about brands/services
70%
65%
53%
50%
Source: Nielsen 2012
Source: Nielsen 2012
@MackeyLeah 12

13. WHAT MAKES THIS IMPORTANT?
How will you know if your efforts are effective if you don’t measure your
activity?
Referring
Traffic
Mobile
Fish Where
The Fish Are
Host The
Conversation
in a Controlled
Environment
Develop A
Community:
Virtual WOM
Transactional
Measurable SEO
@MackeyLeah 13

14. DEFINE, REVIEW, REFINE
GOAL SETTING

15. GOAL SETTING: ATTAINABLE & MEASURABLE
• Think short & long term
• Set aggressive, yet attainable goals
• Don’t set goals if you can’t (or don’t plan to) measure for
success
• Periodically review and adjust
• You don’t have to be #1 in the world, but you should
strive to be #1 at whatever it is that you do.
@MackeyLeah 15

16. ACTIONABLE GOALS
What action do you want your audience to take?
Sign-Up /
Subscribe
Consideration
Buy
Something
Like, Follow,
Comment,
Share, +1
Peer
Interaction
Download
Give
Feedback
Self-Service
@MackeyLeah 16

17. So many networks, so little time
CHANNEL SELECTION

18. QUALITY OVER QUANTITY
• It is better to be awesome on fewer channels than to be
mediocre on many.
• Exception: Google+
• Know your audience
• Cross Promote
@MackeyLeah 18

19. SELECT BASED ON GOALS
MARKETING
INFORMATION
BROADCASTING
E-
COMMERCE
DEALS,
COUPONS,
PROMOTIONS
SEO
BRAND
AWARENESS
CUSTOMER
CARE
ADS
Facebook P P P P P P P P
Twitter P P P P P P P
YouTube P P P P P
LinkedIn P P P P P
Pinterest P P P P P P
Instagram P P P
Google+ P P P P P
Blogs, Tumblr P P P P P P P
Flickr, Etc. P P
Email P P P P P P
Podcasting P P P
Webinars P P P
@MackeyLeah 19

20. Creation, Curation, & Calendars
CONTENT PLANNING

21. PEOPLE DON’T SHARE BLAH
Photo cred: http://www.flickr.com/photos/obeyken/4869449359/
@MackeyLeah 21

22. TECHNIQUES
• Content is still KING:
• Feed your audience &
feed the search engines
• Original: content marketing
• Curated: sharing content
created by others
• Always use content calendars
• Post content that evokes a
reaction
Really?
16%
Sad
10%
Awesome
37%
Ha!
14%
Wow
23%
Source: News.me http://goo.gl/WjCTl
What Makes People
Share Your Content?
@MackeyLeah 22

23. CREATING ORIGINAL CONTENT
• Blogging – position yourself as the expert
• Utilize thought leaders and subject matter experts within your
organization
• Utilize guest bloggers
• Guest blog for others
• Human interest content
• Company News / Events
• Behind the scenes
• Infographics
• Rich media conquers all: photo, audio, VIDEO
• Include calls to action in posts
@MackeyLeah 23

24. CURATING & SHARING
• Industry news
• Leading publications
• Identify influencers
• Legitimizes your expertise
• Reciprocation
• Convenience of the share buttons
• Always give credit / site author
@MackeyLeah 24

25. CALENDARS
• Holidays
• Weekly vs. Monthly
• Topical (Throwback Thursday, Motivational Monday, ETC.)
• Repurposing previously created content that is still
relevant
• Be purposeful; don’t post just to post
• Consider time of day that is best to reach your target
audience
@MackeyLeah 25

26. FREQUENCY
• There is no magic # of posts you must write every month
• Basic Rule of Thumb:
• Post relevant content on a regular schedule.
• Content is still KING
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week
Baseline Recommendations:
***I repeat: There is NO magic #!***
@MackeyLeah 26

27. SAMPLES OF ENGAGING CONTENT
https://twitter.com/adidasHoops/status/306436412461432832
https://twitter.com/adidasHoops/status/307156711804899328
@MackeyLeah 27

28. LISTENING
Monitoring For Brand Mentions & Sentiment

29. WHAT IS SOCIAL LISTENING USED FOR?
Social
Listening
Market
Research
68%
Crisis
Identification
61%
Market Share
Measurements
57%
Influencer
Marketing
57%
Customer
Support
46%
Lead
Generation
22%
Competition
& Brand
Tracking
82%
Source: Forrester Research Trends
@MackeyLeah 29

30. SAMPLE POSTS ACQUIRED BY LISTENING…
Thinking of trying a flavored coffee from
McDONALD's this morning....any suggestions?
http://goo.gl/GpXQO
-------------------------------------------
Dear McDonald's, thank you for the knife & fork you
included with my fruit & walnut snack tray. But may I
make a suggestion? Would you please include a
spoon in the packet, too? I mean seriously, how else
am I supposed to eat the rest of the yogurt out of the
tray once all my fruit is gone?? A knife & fork don't
really work for that. Just sayin'... (post no longer
available)
-------------------------------------------
I hate when McDonalds sneaks those tiny little onions
on your burger.... Gross. http://goo.gl/Q2ObD
-------------------------------------------
Should I try the mango pineapple smoothie from
McDonald's ?
http://goo.gl/wN3JB
@McDonalds: In honor of National Chocolate Milkshake Day, I’m
dipping my fries in my shake. Do you have a unique way of enjoying
yours?
@AndrewSnedeker: @McDonalds Dipping my nuggets in my shake. It is
different but the contrasting sweet & savory and the hot & cold are
GREAT!!!!
http://goo.gl/DHLOJ
-------------------------------------------
I want to try a smoothie from McDonalds but I might not like it .
http://goo.gl/cRDg2
-------------------------------------------
Hello people of Bradford, before you decide to go to Bradford
Mcdonalds you might want to think twice and go somewhere else.
Rumors are where you get your lattes and or smoothies and your
drinks, in the corner where the drinks are being made you'll find
cockroaches, when there is one cockroach you know that there has to
be more of them, my suggestion to you is take you and your family
elsewhere to eat..be safe!!! http://goo.gl/DnIKW
Example: McDonald’s
@MackeyLeah 30

31. RESPONDING & ENGAGEMENT
Closing The Loop

32. THE PROCESS
Identify
engagement
opportunities
Leverage
Subject Matter
Experts /
Departments
Respond in
near real-time
Measure
& Track
@MackeyLeah 32

33. THE RULES OF ENGAGEMENT
• Respond to direct questions, complaints and comments
that require it
• Ask your audience for feedback
• Be prepared for the positive & the negative
• Do not delete negative posts; use them as an opportunity
• The 2 most important things you can say on social media:
“thank you” & “I’m sorry”
• Do not feed the trolls!!
@MackeyLeah 33

34. MEASUREMENT
Closing The Loop

35. METRICS
• Volume - # of posts, mentions
• Sentiment / Tone - positive, neutral, negative, mixed
• Workflow - actions taken with a post by the brand: replied
to, starred, saved, RT’d, liked, hidden, etc.
• Influencer Identification - what is the potential reach of the author?
• Classifications - questions, reviews, complaints, compliments, general mentions
• Fans, Followers, Subscribers
• Engagement - Likes, Re-tweets, favorites, +1s, comments
• Search marketing & page rankings
• Success Stories (non-quantifiable wins)
• Identify Trends (product/service releases, news, FAILS)
• The bottom line is that you need to decide which metrics matter most for your
brand and pay attention to those.
@MackeyLeah 35

36. THE ROI QUESTION
Things we should ask the ROI question about before social media: http://goo.gl/Tl5N6
@MackeyLeah 36

37. A BETTER ROI QUESTION
• “Not everything that counts can be counted, and not
everything that can be counted counts.” –Albert Einstein
• “The ROI of social media is that in five years your company will
still exist.” –Erik Qualman, Socialnomics
So….what is the ROI of
NOT doing social media?
@MackeyLeah 37

38. THE ROI QUESTION – FOR REAL
Ol’ faithful:
ROI = [(Gains – Costs) / Costs] x 100
Metrics that you can tie a real number to and show ROI
• Sales Profits
• Cost Savings
• Lead Generation
• Social CRM / Customer Care
• Search Marketing & Page Rankings
• Traffic & Conversion
• Employee Recruitment & Retention
• How to calculate ROI for Social CRM http://goo.gl/jkRkB (source: salesforce.com)
@MackeyLeah 38

39. The tools behind the data
HOW THE FREAK DO I DO THIS?

40. SOCIAL MARKETING
10 Step Strategy
1. Audit your current social footprint
2. Research your competitors and target audience
3. Identify goals
4. Start listening
Planning
Production
5. Select your weapons
6. Develop content calendar
7. Launch
Activation
8. Engage
9. Measure
10. Refine
@MackeyLeah 40
Jay Baer just released an excellent Inforgraphic titled:
Social Media Strategy: 8-Step “Tool-Agnostic” Approach
http://goo.gl/w03FE

41. MONITORING
Paid/Enterprise
• Salesforce Radian6
• Sysomos
• Attensity
• Alterian SDL
• Crimson Hexagon
• Visible Technologies
• UberVU
• Argyle
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for
Pages)
• twitter.com/search
• crowdbooster.com
• There are many tools that exist, it seems as if there is a new social media monitoring solution that
pops up every day. With a crowded space, competition among tools pushes each platform to
evolve at a rapid pace.
• Tools are just that, tools. It is your expertise that brings the real value.
@MackeyLeah 41
About a million others. Great list at: http://goo.gl/DXteG
A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/

42. PUBLISHING
Paid/Enterprise
• Salesforce
BuddyMedia
• Sysomos
• Hootsuite Enterprise
• Sprout Social
• Argyle
• Hubspot
About a million others. Great list at: http://goo.gl/DXteG
A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for
Pages)
• twitter.com/search
• crowdbooster.com
• Bufferapp.com
@MackeyLeah 42

43. COOL TOOLS (AND FREE!)
• IFTT.com
• Tweet Stats
• Refollow.com
• Tweetreach.com
• Twitterfall.com
• Visibletweets.com
• Klout.com
• Twistori
@MackeyLeah 43

44. Resources
EXTRAS

45. MAJOR PLAYERS – SOME OF MY FAVS
THIS LIST COULD GO ON AND ON
• 100 best Twitter feeds for all
kinds of news http://j.mp/uR0xy
• @unmarketing
• @equalman
• @MariSmith
• @SocialMediaClub
• @markwschaefer
• @jaybaer
• @problogger
• @JasonFalls
• @smexaminer
• @ThisIsSethsBlog
• @mashable
• @Charmin (seriously.)
Nashville:
• @SMCnash
• @nashvillebiz
• @SouthernAlpha
• @nashchamber
• @nashtechcouncil
@MackeyLeah 45

46. SUGGESTED READING
Blogs
• http://mashable.com/
• http://www.socialmediaexaminer.com/
• http://www.allfacebook.com/
• http://www.mediabistro.com/alltwitter/
• http://alltop.com/
• http://www.readwriteweb.com/
• http://thenextweb.com/
• http://techcrunch.com/
• http://thebrandbuilder.wordpress.com/
• http://www.socialmediaexplorer.com/
@MackeyLeah 46

47. SUGGESTED READING
Books
• Unmarketing – Scott Stratten
• The Tao of Twitter – Mark W. Schaefer
• Socialnomics – Erik Qualman
• Social Media Analytics – Marshall Sponder
• The NOW Revolution – Jay Baer & Amber Naslund
• No Bullsh*t Social Media – Jason Falls & Erik Deckers
• Content Rules – Ann Handley & C.C. Chapman
• Wikibrands – Sean Moffitt & Mike Dover
@MackeyLeah 47

48. @MackeyLeah 48