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Graham Oleson Social Media Proposal

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Graham Oleson Social Media Proposal

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During my internship with Graham Oleson, I was tasked with coming up with a social media plan. Here is a snapshot of the presentation I came up with, including best practices, tools research, and recommendations.

During my internship with Graham Oleson, I was tasked with coming up with a social media plan. Here is a snapshot of the presentation I came up with, including best practices, tools research, and recommendations.

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Graham Oleson Social Media Proposal

  1. 1. Social Media Proposal
  2. 2. WhySocial?Let’s remember the basics.
  3. 3. S ells your story rganic search ustomers are talking, asking and looking nvitation into customer’s social circle ll about loyalty and retention ook authentic and trustworthy I C O A L “ In a world where 80% of consumers Google a product or service before purchasing it, invisibility is a fate much worse than failure. ” - Matthew Capala Social media takes digital marketing past visibility to make a brand real, authentic and cool.
  4. 4. Top 8 Social Media Benefits SEEN BY Marketers Facebook, LinkedIn, Twitter and YouTube are the most important platforms. [V A… Increased exposure [V A… Increased traffic [V A… Developed loyal fans [V A… Gained marketplace intelligence [V A… Generated leads [V A… Improved search rankings [V A… Grown business partnerships [V A… Established thought leadership Blogging, visual assets and videos are the most important content. Social Media Examiner, 2015 Social Media Marketing Report
  5. 5. Social media will always be a trailing indictor of purchase, never a leading indictor of purchase. 84% of Facebook fans are current or former customers
  6. 6. 79% of consumers trust online reviews as much as personal recommendations 90% of consumers trust recommendations from friends 70% of people read and believe online reviews before purchasing 73% say they are ‘more likely’ to buy a specific model or brand if they find positive comments on social media (Only 25% of Americans trust advertisements)
  7. 7. Quick Overview skews towards a college aged demographic used by all ages and is typically combined with a least one other network. is the only platform whose users are mostly middle aged preferred by teens has the youngest users is dominated by men reaches more young adults than any cable TV network is dominated by women
  8. 8. Facebook USER 36% 33% 16% 8% 4% 3% 33% 30% 17% 11% 6% 4% 18-24 25-34 35-44 45-54 55-64 65+ Men Women 45% Women 55% Men 13 17 36 49 70 25 29 24 24 17 61 52 40 26 12 Linkedin Pinterest Twitter Instagram Facebook Daily Weekly Less Often Usage Time per Network
  9. 9. Where ARE WE?A look into what we are currently doing.
  10. 10. Problem#1: We LookAt Social As A one Man Job. “ There was a time long ago when dinosaurs ruled the earth and organizations considered it acceptable to have one person who ‘got’ social media on staff. ” - Andrew Hanelly, McMURRY/TMG Andrea Hanelly, July 11, 2014. “Death of the Social Media Guy.” McMURRY/TMG. Social media is a team effort, not a solo act. 1) Social should be considered as an extension to any other campaign. Don’t bolt social media on as an afterthought. Incorporate it into the DNA of your strategy. 2) Social should be treated like a tool and not like a checklist. Organizations are missing the potential impact social can have when leveraged by the entire organization.
  11. 11. Problem#2: SocialMedia isnoLonger Free. Open your wallet. Social media is no longer called unpaid media. Fact: You will have to spend money to see results. 6% organic reach on Facebook for company pages tweets will soon be ads on Twitter “ Social media marketing is now advertising. It’s largely a media planning and buying exercise – emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening – it’s once again broadcasting. ” – AdAge 1 In 20
  12. 12. Problem#3:WE are missing the Advertising Potential. Can you reach customers who aren’t Facebook fans? Custom Audiences targets users using an email list, IP list or phone numbers.A. Can I reach an audience based on their offline activities? Partner Categories can target an audience based on information people do off Facebook. Data providers can help target customers based on model of car and/or year purchased. Q. A. Can you find new potential customers? Lookalike Audiences targets users based on zip codes or Facebook likes such as “Ford” or “Trucks” or competitor brands. Q. A. Facebook has powerful targeting tools. Q. Average Americans spend 40 minutes a day on Facebook. 86% of Americans Mute, Change theChannelor Fast-Forward Commercials.
  13. 13. Overview of Facebook Ads Type of Ad Use Visibility App Ad Directs users back to Facebook application Right-hand Side Domain Ad Directs users off-site for conversions Right-hand side Event Ad Directs user to Facebook events All placements Mobile App Ad Directs user to Apple App Store or Google Play News feed on mobile Page Like Ad Directs user to Facebook pages or users can like the brand directly from the ad All placements Page Post Ad Promotes posts in order to increase their reach or direct user back to website All placements Offer Ad Promote an offer redeemable in a physical store or online All placements Sponsored Stories Interactions from friends such as a page or post likes, attending an event, etc. are shown in the News Feed All placements Facebook Exchange (FBX) Retargets website visitors to recapture and convert lost customers All placements
  14. 14. Problem#4: Dealers Are not Convinced They aren’t alone. 42% of marketers feel like their Facebook efforts aren’t working. “It’s like the old days: You need to be in the Yellow Pages. But is it going to meaningfully drive your business? Probably not.” – Chris Lou, FiveStars Large companies have learned to stand out with lots of hand- holding from social networks, but most local business are left on their own and remain stumped by social marketing. Dealers are very reactionary. If they can’t see results, they won’t continue.
  15. 15. Where To Now?The way to do social and do it well.
  16. 16. Top Three AREAs To Begin Content Management Reputation Management Paid Social 1. 2. 3. Content leads to conversations, conversations build relationships, and relationships result in ROI.
  17. 17. Content Management Stats Best Practices Recommendations
  18. 18. Content Overload 20 million emails were written in the time it took to read this sentence. Each day we receive 285 pieces of content, including 54,000 words and 443 minutes of video. Each minute there are 1,000 tweets, more than 500 containing YouTube links. Each second 58 photos are added to Instagram. Americans spend 60 hours a week consuming content online. Vs. Americans spending 34 hours a week watching TV.
  19. 19. Show the people behind the logo? Humanize the brand? Talk at them or talk with them? Push a message or tell a story? Make people appreciative? Solve customers’ problems? Look visually appealing? Come bite-sized? Seem relevant, useful or valuable? DoesmyCONTENT… Is my Content creating atribe? a group ofpeople connectedto one another and connected to an idea.
  20. 20. Emotion. When we care, we share. Social Proof. We’ll share what makes us look smart, cool and saavy. Practical Value. If your content is useful, people will spread the word. Stories. The undercurrent of contagious content. Trending topics. Enhanced with your brand’s perspectives. Humor. Of course. Shock. Be bold and add drama. People expect this now. Shareable Content
  21. 21. Kept It simple, selfless& A Challenge. 2.4 million video uploads to Facebook Wikipedia page soared from 163K to 2.9M in August 2014 Total Donations: $100M 2013 Total Donations: $2.7M #SHAREACOKEALS: Ice Bucketchallenge MINI: NOTNormal Gave consumers famE & Let them share an experience. Young adult consumption up 7%, most successful summer ever. Traffic on Coke Facebook site increased by 870% and the Facebook page grew 39%. Sales rose 2.5% during the campaign, first time in a decade. Content That Worked Focused on the fandom & kept it authentic. In 6 weeks, 230,000 people engaged via social media 29,420 new fans and followers were recruited, Twitter following tripled 3,853 visitors to the campaign hub, 11% became qualified dealership leads
  22. 22. PUt it Into Practice Set your goals. Have a strategy. Decide how to measure success. Start with one social media outlet. Engage with influencers in your industry. Respond to everyone reaching out. 1. 2. 3. 4. 5.
  23. 23. Best Practices Repost positive reviews Post at least three to five times per week Enhance rewards for Facebook check-ins Ask members of your organization to follow the page Don’t post the same things to Facebook as Twitter 1. 2. 3. 4. 5. Half-life of A Post: 90 minutes
  24. 24. Best Practices Craft a strategic @username and bio Understand why people follow you. What can’t they hear on Facebook? Tweet daily or multiple times per day if possible using hashtags. Respond and follow back with some immediacy. Use Direct Messages for specific questions. Keep your posts to 100 characters with link in the middle. Half-life of a tweet: 18 minutes 1. 2. 3. 4. 5.
  25. 25. BestPractices: Other KeySites YouTube 1. Use descriptive keywords 2. Choose appealing thumbnails 3. Create unique first and last frames 4. Keep videos under two minutes long Instagram 1. Post only your best shot, not every shot 2. Tag locations and use hashtags 3. Know how to delete your comments to retype them LinkedIn 1. Have a complete profile 2. Take advantage of search
  26. 26. Account Team, Social Media Manager and Content Creator plans out annual content calendar. Before each month the team meets to make changes, get details and set deadlines. Ideal Workflow Content Creator prepares drafts two weeks in advance and sends to AE for approval. AE approves drafts after changes have been made or dealer consulted as necessary. Content Creator finalizes drafts. Social Media Manager schedules final approved posts, monitors engagement and responds. Social Media Manager creates monthly reports for Account Team and Content Creator to see how users engaged and makes recommendations for month ahead.
  27. 27. Reputation Management Stats Best Practices Recommendations
  28. 28. Reputation Matters Of survey respondents will use a local business if it has a 4-star rating 72% of consumers will use a local business if it has a 3 star rating. 92% Say they read up to TEN reviews before they feel they can trust a business. 85% Dealerships are listed where “reputation” matters most (behind doctors, restaurants, and hotels). 4th Word of Mouth is the #1 recommendation method, with Facebook #2.
  29. 29. BestPractices: ORM Register your dealership Respond to every negative review quickly 1. Reach out to them privately. 2. Listen to their concerns with the goal of understanding and sympathizing, not disputing. 3. Apologize and assure to try to resolve the issue. 4. Do not ask customers to go back and delete or edit their review. 5. Post a follow-up response to the original review.
  30. 30. BestPractices: ORM Respond to only one in every seven positive reviews. Have a business culture that influences great reviews. • Yelp reviewers need a track record • Asking someone to write a review at the dealership hurts SEO • Email customer survey before they vent on third party sites Use all reviews as feedback to make better business decisions.
  31. 31. PAID SOCIAL Stats Best Practices Recommendations
  32. 32. On Facebook, desktop ads have a 8.1X higher CTR and mobile ads have a 9.1X higher CTR than normal web ads. 71% of agencies run social ads with online advertising. Marketers Are increasingly viewing and using paid social mediaas an integrated tool, Primarily for Branding. PAid Social Is Digital Advertising 0.19% 0.18% 0.20% 0.07% 0.07% 0.07% APR-14 MAY-14 JUN-14 Display CTR Comparison Marketers who retarget on FB + Web Marketers who only retarget on Web 0.10% 0.09% 0.08% 0.06% 0.07% 0.05% APR-14 MAY-14 JUN-14 Facebook CTR Comparison Marketers who retarget on FB + Web Marketers who only retarget on FB
  33. 33. Banner Ads Get Blocked On average, 9.26% of impressions were found to be ad-blocked, with some sites reaching 50%. The more tech savvy, the higher rate of ad blocking. PageFair says that 22.7% of web surfers are blocking ads. 35% of Firefox users block ads 30% of Chrome users block ads <1% of Explorer users block ads Facebook News Feed ads are safe.
  34. 34. Best practices Define campaign’s primary advertising objective before campaign start. Focus on narrowly segmented audiences. Promote content that has gained some engagement organically. Rotate ads every 3 to 5 days to keep content fresh and engaging to keep high CTR. Send out several “test” ads to small audiences, tracking the results, and then pushing winning ads to larger groups. It’s cheaper and more effective. 1. 2. 3. 4. 5. Your promoted postsshould complement,connect and amplify as part of your larger marketing strategy. -AdAge

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