SlideShare ist ein Scribd-Unternehmen logo
1 von 17
Social Media Marketing


Creating Cross-Platform
     Engagement



      Kathryn McMann Consultancy
      @KathrynMcMann
      www.kathrynmcmann.com
What Social Media can do for your business

• Build communities across multiple platforms (on and offline) turning loyal
  customers into fans and brand advocates
• Reach across Global Markets
• Enable personable customer support and invaluable market research and feedback
• Cost-effective skills-based recruitment
• Provide consumer insight and user demographics
• Generate awareness as well as advertising and promotion
• Establish your authority in your area of expertise - thought leadership
• Crisis Management
How do you get ‘their’ attention?

•   Provide valuable content
•   Regularly and actively engage with multiple niche communities
•   Ensure the technology is in place and works (share buttons, links, RSS feeds)
•   Optimizing media – SMO (Social Media Optimization) Your popularity increases
    search ranking results across all community driven sites. (hashtags, SEO, keywords
    and back links)
Ways a brand can engage and interact with their audience:

•   Social Networks (Facebook,          •   Social bookmarking (Delicious, Digg)
    LinkedIn)                           •   News Aggregation (Facebook,
•   Niche topic forums (knitting)       •   Wikis
                                        •   Geo mapping (Foursquare, Gowalla)
•   Micro-blogging (twitter)
                                        •   Audio sharing (Soundcloud, Spotify)
•   Blogs and RSS feeds (Wordpress,     •   Social Gaming (Farmville, World of Warcraft)
    Blogger)                            •   Search Engine Recommendations (Google+,
•   Brand specific forums (Porsche)         SEO)
•   Photo sharing (Flickr, Pinterest)   •   Ebooks and whitepapers (Scribd, Issuu)
•   Video sharing (Youtube, Vimeo,
    Ustream)
6-Point Criteria
                   1.
               Objectives

    6.                          2.
 Strategy                    Audience

              Social Brand
                Strategy
                                3.
 5. Metrics                  Message
                             /Concept
               4. Tools &
               Resources
1. Objectives
Start by asking
• Who you are
• why your creating a social business strategy
• And what you want to offer.
Rooted in core brand principles
- Define – your brand identity - brand voice (tonality) – brand personality
- Create brand social Guidelines – what you can and can’t do.
2. Audience
Who are you aiming at?
Who is your audience?
Segment demographics Profiling –keep refining them until you are happy.

Consider Key Industry Influencers: The top 100
3. Concept / Message
Message – brand -> media ->platform -> unique approach

•   Consider your content to be used across a range of platforms
•   Tailor your message for the medium
•   A good concept travels across all different media, threading them together
    seamless

Content Curation
• It is about where it is as much as what it is. SMO = SEO + popularity +
   community driven site
• Consider keywords, hashtags, repetition, backlinks, SEO, analytics into the mix
• Consider whether you would be interested in your content?
   Does it inform? Intrigue? Inspire? Engage ?
4. Tools and Resources
Tools = Online applications and social networks of kinds, physical events, word
of mouth, traditional PR and marketing activity.
• Use and get to know your tools capabilities

Resources = People, time, offline equipment, collective knowledge base
• Understand your limits as well as capabilities

Work within your boundaries. If you over-extend your resources at the
beginning you will let down your community, your network and the trust you
had spent time building up . Be realistic.
5. Metrics
Start by asking what you want to achieve
Know your tools
Where do they offer value? influence and reach?
1 - Divide your tracking into Mentions and sentiment – then
2 - Resonance, sharing (includes retweets), and intent.

Create regular measurement benchmarks to ensure your strategy is working
and if its not you are able to adapt it immediately.

Measure your progress:
Twitter Search https://twitter.com/#!/search-home
Follower Wonk http://followerwonk.com/
Twitter Count http://twittercounter.com/
Board Tracker http://www.boardtracker.com/
Klout & Peer Index
6. Strategy
Putting it all together
• Build the metrics and benchmarks into the strategy
• Communicate the strategy all the stakeholders and team members.
• Create Static Guidelines to be able to adapt and act in real-time.
• It takes time to create content . Factor this in.
Content & Curation:
• Be constructive, informative, supportive, educational, personal and creative
• Create content for many mediums (video, audio, whitepapers, and more), to
   be embedded within community driven platforms (with high SEO ranking.)
• Consumers are interested in content, not keywords. Reuse keywords for all
   your content to climb to the top of your specialist subject
• Ensure all technology connects (links, buttons , widgets)
Remember
DO:
- Start with who, why and what you want to contribute.
- Be an active listener and offer valuable content, don’t project.
- Be realistic and assess your resources and tools before starting anything
- Include SMO into your strategy to support your efforts and increase your
  search ranking
- Research , plan and communicate to your entire team. It affects them all.

DON’T
- Add to the noise – be constructive, informative, supportive, educational,
  personal
- Don’t - Ignore your audience whatever you do! They’ve invested their
  time in you by signing up to your page, or helping retweet your content.
  Invest in them back.
Any questions?
Next Steps
Create your own strategy
Set up your accounts
Download the apps and start engaging with your audience




Manage the apps (as well as measure)

Tweetdeck http://www.tweetdeck.com/
Hootsuite http://hootsuite.com
Now lets give it a go.
Kathryn McMann
Kathryn McMann Consultancy
Holistic and Social Media Consultancy
Tel: 0330 111 0630
www.KathrynMcMann.com
Twitter: @KathrynMcMann
Scribd: Kathryn McMann

Weitere ähnliche Inhalte

Was ist angesagt?

20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...
20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...
20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...HubSpot
 
Employees are Social Media Marketers, Too! (they just don't know it yet)
Employees are Social Media Marketers, Too! (they just don't know it yet)Employees are Social Media Marketers, Too! (they just don't know it yet)
Employees are Social Media Marketers, Too! (they just don't know it yet)Gia Lyons
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing FailsRand Fishkin
 
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)Top 10 Myths About Content Marketing (That Are Costing Your Business Money)
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)Anna Wickham
 
Facebook Brand Pages For Dummies
Facebook Brand Pages For DummiesFacebook Brand Pages For Dummies
Facebook Brand Pages For DummiesSoap Creative
 
50 Expert Tips for Getting Started on Social Media
50 Expert Tips for Getting Started on Social Media50 Expert Tips for Getting Started on Social Media
50 Expert Tips for Getting Started on Social MediaConstant Contact
 
8 Digital Trends That Will Change Everything - March 2010
8 Digital Trends That Will Change Everything - March 20108 Digital Trends That Will Change Everything - March 2010
8 Digital Trends That Will Change Everything - March 2010Josh Martin
 
Social Media Marketing for Start-ups
Social Media Marketing for Start-upsSocial Media Marketing for Start-ups
Social Media Marketing for Start-upsAlex Rascanu
 
Conversation by Design
Conversation by DesignConversation by Design
Conversation by DesignDavid Armano
 
Your Social Media Strategy Plan: Where do you start?
Your Social Media Strategy Plan: Where do you start?Your Social Media Strategy Plan: Where do you start?
Your Social Media Strategy Plan: Where do you start?Mark Schaefer
 
Real Estate Social Media
Real Estate Social MediaReal Estate Social Media
Real Estate Social MediaChrystie Vachon
 
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...TopRank Marketing Agency
 
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”59 Responses to “What’s the Best Business Advice You’ve Ever Received?”
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”Constant Contact
 
Facebook and Twitter for Business 101
Facebook and Twitter for Business 101Facebook and Twitter for Business 101
Facebook and Twitter for Business 101Sarah Page
 
Why B2B Marketing is so Boring
Why B2B Marketing is so BoringWhy B2B Marketing is so Boring
Why B2B Marketing is so BoringVelocity Partners
 
Social Media in 2017
Social Media in 2017Social Media in 2017
Social Media in 2017Anja Tønning
 
The Secret To Social Media Success in 10 Easy Steps
The Secret To Social Media Success in 10 Easy StepsThe Secret To Social Media Success in 10 Easy Steps
The Secret To Social Media Success in 10 Easy StepsHeidi Cohen
 
You Don't Need a Brand, You Need a Personality
You Don't Need a Brand, You Need a PersonalityYou Don't Need a Brand, You Need a Personality
You Don't Need a Brand, You Need a PersonalityMarketingProfs
 

Was ist angesagt? (20)

20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...
20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...
20 Facebook, Twitter, Linkedin & Pinterest Features You Didn't Know Existed (...
 
Employees are Social Media Marketers, Too! (they just don't know it yet)
Employees are Social Media Marketers, Too! (they just don't know it yet)Employees are Social Media Marketers, Too! (they just don't know it yet)
Employees are Social Media Marketers, Too! (they just don't know it yet)
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing Fails
 
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)Top 10 Myths About Content Marketing (That Are Costing Your Business Money)
Top 10 Myths About Content Marketing (That Are Costing Your Business Money)
 
Facebook Brand Pages For Dummies
Facebook Brand Pages For DummiesFacebook Brand Pages For Dummies
Facebook Brand Pages For Dummies
 
50 Expert Tips for Getting Started on Social Media
50 Expert Tips for Getting Started on Social Media50 Expert Tips for Getting Started on Social Media
50 Expert Tips for Getting Started on Social Media
 
Social media 2017 core presentation
Social media 2017 core presentationSocial media 2017 core presentation
Social media 2017 core presentation
 
8 Digital Trends That Will Change Everything - March 2010
8 Digital Trends That Will Change Everything - March 20108 Digital Trends That Will Change Everything - March 2010
8 Digital Trends That Will Change Everything - March 2010
 
Social Media Marketing for Start-ups
Social Media Marketing for Start-upsSocial Media Marketing for Start-ups
Social Media Marketing for Start-ups
 
Conversation by Design
Conversation by DesignConversation by Design
Conversation by Design
 
Your Social Media Strategy Plan: Where do you start?
Your Social Media Strategy Plan: Where do you start?Your Social Media Strategy Plan: Where do you start?
Your Social Media Strategy Plan: Where do you start?
 
Real Estate Social Media
Real Estate Social MediaReal Estate Social Media
Real Estate Social Media
 
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...
 
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”59 Responses to “What’s the Best Business Advice You’ve Ever Received?”
59 Responses to “What’s the Best Business Advice You’ve Ever Received?”
 
Facebook and Twitter for Business 101
Facebook and Twitter for Business 101Facebook and Twitter for Business 101
Facebook and Twitter for Business 101
 
Why B2B Marketing is so Boring
Why B2B Marketing is so BoringWhy B2B Marketing is so Boring
Why B2B Marketing is so Boring
 
Owning Your Own Real Estate | Social Media for Real Estate Agents
Owning Your Own Real Estate | Social Media for Real Estate AgentsOwning Your Own Real Estate | Social Media for Real Estate Agents
Owning Your Own Real Estate | Social Media for Real Estate Agents
 
Social Media in 2017
Social Media in 2017Social Media in 2017
Social Media in 2017
 
The Secret To Social Media Success in 10 Easy Steps
The Secret To Social Media Success in 10 Easy StepsThe Secret To Social Media Success in 10 Easy Steps
The Secret To Social Media Success in 10 Easy Steps
 
You Don't Need a Brand, You Need a Personality
You Don't Need a Brand, You Need a PersonalityYou Don't Need a Brand, You Need a Personality
You Don't Need a Brand, You Need a Personality
 

Ähnlich wie Creating Cross Platform Engagement

How to Develop a Social Media Strategy
How to Develop a Social Media StrategyHow to Develop a Social Media Strategy
How to Develop a Social Media StrategyNicholas Dragon
 
Managing social media content
Managing social media contentManaging social media content
Managing social media contentamplifi advoc8tor
 
Starting a social media project
Starting a social media projectStarting a social media project
Starting a social media projectLars de Winter
 
Digital media plan & Strategy
Digital media plan & Strategy Digital media plan & Strategy
Digital media plan & Strategy Mujeeb Riaz
 
Social media in marketing
Social media in marketingSocial media in marketing
Social media in marketingJonnaHS
 
Social Network Prioritization - How to Prioritize Investment in Social Media
Social Network Prioritization - How to Prioritize Investment in Social Media Social Network Prioritization - How to Prioritize Investment in Social Media
Social Network Prioritization - How to Prioritize Investment in Social Media Marketing Nutz
 
How to Prioritize Social Networks Your Business Should Invest In
How to Prioritize Social Networks Your Business Should Invest In How to Prioritize Social Networks Your Business Should Invest In
How to Prioritize Social Networks Your Business Should Invest In Pam Moore
 
Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics Jodie King
 
Developing an effective Social Media Strategy
Developing an effective Social Media StrategyDeveloping an effective Social Media Strategy
Developing an effective Social Media StrategyVidal Quevedo
 
Marketing Calendars Seminar - Vorian Agency
Marketing Calendars Seminar - Vorian AgencyMarketing Calendars Seminar - Vorian Agency
Marketing Calendars Seminar - Vorian AgencyVorian Agency
 
Social Media Marketing Full Presentation
Social Media Marketing Full PresentationSocial Media Marketing Full Presentation
Social Media Marketing Full Presentationmweisburgh
 
Creatinga socialmediastrategy
Creatinga socialmediastrategyCreatinga socialmediastrategy
Creatinga socialmediastrategyMohammedImran1989
 
Social media 101 | For Architects
Social media 101 | For ArchitectsSocial media 101 | For Architects
Social media 101 | For ArchitectsGeorgie Chennells
 

Ähnlich wie Creating Cross Platform Engagement (20)

Building a digital media plan
Building a digital media planBuilding a digital media plan
Building a digital media plan
 
E book ppt
E book pptE book ppt
E book ppt
 
How to Develop a Social Media Strategy
How to Develop a Social Media StrategyHow to Develop a Social Media Strategy
How to Develop a Social Media Strategy
 
Managing social media content
Managing social media contentManaging social media content
Managing social media content
 
Brand Matters
Brand MattersBrand Matters
Brand Matters
 
Starting a social media project
Starting a social media projectStarting a social media project
Starting a social media project
 
Digital media plan & Strategy
Digital media plan & Strategy Digital media plan & Strategy
Digital media plan & Strategy
 
Social Media in Marketing
Social Media in MarketingSocial Media in Marketing
Social Media in Marketing
 
Social media in marketing
Social media in marketingSocial media in marketing
Social media in marketing
 
Social Network Prioritization - How to Prioritize Investment in Social Media
Social Network Prioritization - How to Prioritize Investment in Social Media Social Network Prioritization - How to Prioritize Investment in Social Media
Social Network Prioritization - How to Prioritize Investment in Social Media
 
How to Prioritize Social Networks Your Business Should Invest In
How to Prioritize Social Networks Your Business Should Invest In How to Prioritize Social Networks Your Business Should Invest In
How to Prioritize Social Networks Your Business Should Invest In
 
State of Search 2014
State of Search 2014 State of Search 2014
State of Search 2014
 
Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics
 
Developing an effective Social Media Strategy
Developing an effective Social Media StrategyDeveloping an effective Social Media Strategy
Developing an effective Social Media Strategy
 
Marketing Calendars Seminar - Vorian Agency
Marketing Calendars Seminar - Vorian AgencyMarketing Calendars Seminar - Vorian Agency
Marketing Calendars Seminar - Vorian Agency
 
Social Networking By Rob Bean, Burns Marketing
Social Networking By Rob Bean, Burns MarketingSocial Networking By Rob Bean, Burns Marketing
Social Networking By Rob Bean, Burns Marketing
 
Social Media Marketing Full Presentation
Social Media Marketing Full PresentationSocial Media Marketing Full Presentation
Social Media Marketing Full Presentation
 
Kellogg exec ...creating digital mkt strategy final 3 1-15
Kellogg exec ...creating digital mkt strategy final  3 1-15Kellogg exec ...creating digital mkt strategy final  3 1-15
Kellogg exec ...creating digital mkt strategy final 3 1-15
 
Creatinga socialmediastrategy
Creatinga socialmediastrategyCreatinga socialmediastrategy
Creatinga socialmediastrategy
 
Social media 101 | For Architects
Social media 101 | For ArchitectsSocial media 101 | For Architects
Social media 101 | For Architects
 

Kürzlich hochgeladen

20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdfChris Skinner
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOne Monitar
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Cyber Security Training in Office Environment
Cyber Security Training in Office EnvironmentCyber Security Training in Office Environment
Cyber Security Training in Office Environmentelijahj01012
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterJamesConcepcion7
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCRashishs7044
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in PhilippinesDavidSamuel525586
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 

Kürzlich hochgeladen (20)

20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Cyber Security Training in Office Environment
Cyber Security Training in Office EnvironmentCyber Security Training in Office Environment
Cyber Security Training in Office Environment
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare Newsletter
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
 
WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in Philippines
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 

Creating Cross Platform Engagement

  • 1. Social Media Marketing Creating Cross-Platform Engagement Kathryn McMann Consultancy @KathrynMcMann www.kathrynmcmann.com
  • 2. What Social Media can do for your business • Build communities across multiple platforms (on and offline) turning loyal customers into fans and brand advocates • Reach across Global Markets • Enable personable customer support and invaluable market research and feedback • Cost-effective skills-based recruitment • Provide consumer insight and user demographics • Generate awareness as well as advertising and promotion • Establish your authority in your area of expertise - thought leadership • Crisis Management
  • 3.
  • 4. How do you get ‘their’ attention? • Provide valuable content • Regularly and actively engage with multiple niche communities • Ensure the technology is in place and works (share buttons, links, RSS feeds) • Optimizing media – SMO (Social Media Optimization) Your popularity increases search ranking results across all community driven sites. (hashtags, SEO, keywords and back links)
  • 5. Ways a brand can engage and interact with their audience: • Social Networks (Facebook, • Social bookmarking (Delicious, Digg) LinkedIn) • News Aggregation (Facebook, • Niche topic forums (knitting) • Wikis • Geo mapping (Foursquare, Gowalla) • Micro-blogging (twitter) • Audio sharing (Soundcloud, Spotify) • Blogs and RSS feeds (Wordpress, • Social Gaming (Farmville, World of Warcraft) Blogger) • Search Engine Recommendations (Google+, • Brand specific forums (Porsche) SEO) • Photo sharing (Flickr, Pinterest) • Ebooks and whitepapers (Scribd, Issuu) • Video sharing (Youtube, Vimeo, Ustream)
  • 6. 6-Point Criteria 1. Objectives 6. 2. Strategy Audience Social Brand Strategy 3. 5. Metrics Message /Concept 4. Tools & Resources
  • 7. 1. Objectives Start by asking • Who you are • why your creating a social business strategy • And what you want to offer. Rooted in core brand principles - Define – your brand identity - brand voice (tonality) – brand personality - Create brand social Guidelines – what you can and can’t do.
  • 8. 2. Audience Who are you aiming at? Who is your audience? Segment demographics Profiling –keep refining them until you are happy. Consider Key Industry Influencers: The top 100
  • 9. 3. Concept / Message Message – brand -> media ->platform -> unique approach • Consider your content to be used across a range of platforms • Tailor your message for the medium • A good concept travels across all different media, threading them together seamless Content Curation • It is about where it is as much as what it is. SMO = SEO + popularity + community driven site • Consider keywords, hashtags, repetition, backlinks, SEO, analytics into the mix • Consider whether you would be interested in your content? Does it inform? Intrigue? Inspire? Engage ?
  • 10. 4. Tools and Resources Tools = Online applications and social networks of kinds, physical events, word of mouth, traditional PR and marketing activity. • Use and get to know your tools capabilities Resources = People, time, offline equipment, collective knowledge base • Understand your limits as well as capabilities Work within your boundaries. If you over-extend your resources at the beginning you will let down your community, your network and the trust you had spent time building up . Be realistic.
  • 11. 5. Metrics Start by asking what you want to achieve Know your tools Where do they offer value? influence and reach? 1 - Divide your tracking into Mentions and sentiment – then 2 - Resonance, sharing (includes retweets), and intent. Create regular measurement benchmarks to ensure your strategy is working and if its not you are able to adapt it immediately. Measure your progress: Twitter Search https://twitter.com/#!/search-home Follower Wonk http://followerwonk.com/ Twitter Count http://twittercounter.com/ Board Tracker http://www.boardtracker.com/ Klout & Peer Index
  • 12. 6. Strategy Putting it all together • Build the metrics and benchmarks into the strategy • Communicate the strategy all the stakeholders and team members. • Create Static Guidelines to be able to adapt and act in real-time. • It takes time to create content . Factor this in. Content & Curation: • Be constructive, informative, supportive, educational, personal and creative • Create content for many mediums (video, audio, whitepapers, and more), to be embedded within community driven platforms (with high SEO ranking.) • Consumers are interested in content, not keywords. Reuse keywords for all your content to climb to the top of your specialist subject • Ensure all technology connects (links, buttons , widgets)
  • 13. Remember DO: - Start with who, why and what you want to contribute. - Be an active listener and offer valuable content, don’t project. - Be realistic and assess your resources and tools before starting anything - Include SMO into your strategy to support your efforts and increase your search ranking - Research , plan and communicate to your entire team. It affects them all. DON’T - Add to the noise – be constructive, informative, supportive, educational, personal - Don’t - Ignore your audience whatever you do! They’ve invested their time in you by signing up to your page, or helping retweet your content. Invest in them back.
  • 15. Next Steps Create your own strategy Set up your accounts Download the apps and start engaging with your audience Manage the apps (as well as measure) Tweetdeck http://www.tweetdeck.com/ Hootsuite http://hootsuite.com
  • 16. Now lets give it a go.
  • 17. Kathryn McMann Kathryn McMann Consultancy Holistic and Social Media Consultancy Tel: 0330 111 0630 www.KathrynMcMann.com Twitter: @KathrynMcMann Scribd: Kathryn McMann

Hinweis der Redaktion

  1. Already lots of noise, add value. Think Niche community interests within larger communities.