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State of Search 2014

  1. 1. Digital Space Consulting RESET YOUR SOCIAL STRATEGY State of Search | Dallas, Texas November 2014 @JLoomstein
  2. 2. Who We Are • Digital agency with over 10 years experience in content, creative, communications, and analytics • Passionate about the tools, platforms, and technology used to connect and engage consumers • Focused on empowering brands and customers by enabling them to research, relate and engage with each other • Entrenched in execution and creating a blueprint from here to there • Extensive experience in local search, PPC, SEO, conversion optimization, targeting/ segmentation, and marketing strategy 2
  3. 3. What We Do DIGITAL SOCIAL MEDIA ECOMMERCE MESSAGING 3 Digital Communication Initiatives Technology Components WEB CONTENT MANAGEMENT ECOMMERCE EMAIL / Analytics & Reporting MARKETING SOCIAL COMMUNITIES SOCIAL PROFILING WEBSITE WIDGETS VIDEO SEO/SEM WEB ANALYTICS BUSINESS INTELLIGENCE STRATEGY + PLANNING INTERNET MARKETING
  4. 4. Presentation 101 The first rule of presenting is never to start a presentation with statistics….. The second rule - shameless self promotion § Plug the Twitter (@Jloomstein) § Use State of Search hashtag 4
  5. 5. Here are a bunch of statistics • 56% of Americans have a profile on a social networking site • 55% of Americans 45-54 have a profile on a social networking site • 22% of Americans use social networking sites several times per day • 23% of Facebook’s users check their account five or more times EVERY DAY. • 76% of Twitter users now post status updates • 64% of marketers plan to increase Linkedin participation in the near future • 92% of marketers say social media has generated exposure for their business • 80% of marketers say social media has increased website traffic for their business • 72% of marketers say social media helps them develop loyal fans 5
  6. 6. What you need to think about 6 From a marke5ng point of view • How do measure the effecXveness of our markeXng dollar • How do we deliver a posiXve customer experience throughout the research, discovery, and purchase journey • How do we create client or customer-­‐centric content • How do we create the right message to the right audience at the right Xme • How do we maximize marke5ng budget with limited talent and training resources • How do we create our brand so people know, like, trust, and buy from us ? From a social point of view + How do I grow and scale + What is the hard part + 1,000 true believers + What is my story
  7. 7. Identifying the best social platforms for your business Where to start • Identify the needs of your users by platform • Understand what action you want your users to take by channel • Develop a mobile first strategy • Create consistency across each platforms (background images/style/content/etc.) • Develop persona for each platform (audience, needs, expectations, etc.) • Become a student of new social platforms, but….understand because “we” have a new social platform – doesn’t mean “you” need to be there • And realize we are all drowning in information Right Time. Right Message. Right Audience. 7
  8. 8. Platform Identification 8 PlaJorm Who Should Use Quick Stat Twicer • PublicaXons • 85% of B2B marketers use Twicer • 48% of businesses have generated a customer through Twicer Facebook • Companies with visually driven products • 77% of B2C companies have acquired a customer through Facebook • 400M users monthly only use Facebook on mobile app • 35% of Facebook fans liked Facebook pages specifically to compete in a contest • 42% of Facebook fans only like pages for discounts/offers LinkedIn • B2B service providers • Recruiters • 65% of B2B companies have acquired a customer through LinkedIn YouTube • Brands that are visually driven • Ecommerce • 52% of consumers say that watching product videos makes them more confident in online purchase decisions • 64% of visitors that view video +2 minutes are 64% more likely to purchase product (over average site visitor) 92% of Pinterest pins are women Pinterest • Fashion • Ecommerce • Moms • Food / Home / Furnishing • 69% of Pinterest users are female • 70% of Pinterest users are there for shopping inspiraXon • Pinterest shoppers spend on average $140-­‐$180/order (highest among any social channel) • Pinterest accounts for 25% of retail referral traffic LinkedIn Pinterest Instagram Facebook Adult % Usage by Channel 0% 10% 20% 30% 40% 50% 60% 70% 80% Adult % Usage
  9. 9. How to build and scale your social media strategy Step 1 Start by creating social media objectives and SMART goals (Specific, Measurable, Attainable, Relevant, Time-Bound) – followed by a social media audit 9 Social Network URL Target Audience Posi5oning Statement Iden5fied Goal Branding Check Current Stats Step 2 Curate social media inspiration (industry leaders, competitors, clients, customers) Step 3 Identify social media goals/channel (awareness, engagement, purchase) Step 4 Create a content editorial calendar (type, frequency, CTA, author, amplification) Step 5 Develop a story (brand narrative that plays across your social channels) Step 6 Partner with influencers Step 7 Build your team (people + tools)
  10. 10. How to amplify your content via social How to start • Create visual assets to support content • Push your content out via paid media (StumpleUpon Paid Discovery / FB dark posts) • Identify which content is working via Social Crawlytics + BuzzSumo • Build relationships with influencers (before you need them) • Piktochart / Visual.ly – Infographics tools • Canva – create new images/background without design skills • Social Image Resizer Tool – quickly resize images for your social media profiles • ReciteThis.com – Turn a quote in a visual piece of art • FollowerWonk – Identify influencers / analyze your followers • ManageFlitter – Identify Twitter users / account clean up 10 Example Tools • Facebook ads / dark posts • Twitter promoted tweets • Twitter cards Paid Amplification • Outbrain • LinkedIn • StumbleUpon Paid Discovery
  11. 11. How to make your social strategy more flexible and agile Leverage aggregation sites in your space • Social-media.alltop.com - Aggregator • Techmeme.com - Aggregator • Consumer Barometer - Free consumer insights (various sectors) 11 Amplify through connec5ons and plaJorms • Social CrawlyXcs -­‐ Gather social stats / informaXon around influenXal authors • Muck Rack – Database of journalists that you can pitch through • PitchEngine -­‐ Content creaXon tool for publishing Discovery Monitor Connect Find opportuni5es • Knowem -­‐ Use of your brand name / compeXtors 500+ social networks/ communiXes • Cyfe -­‐ Track Twicer menXons, Facebook posts & social searches • Rankur – Online reputaXon management, social media listening, and news clippings • Rival IQ – Analyze social media strategy of your brand vs. compeXtors • MenXon – Listen to what is being said on the social web ROAD MAP SOCIAL AMPLIFICATION
  12. 12. How digital marketing and social media fit into your strategy
  13. 13. So how do you make the most of your social media marketing efforts? B2B Example | ADD VALUE Share content that your audience will find helpful, informaXve, or entertaining 13
  14. 14. How to get the MOST out of your social strategy 14 Standardize monthly tasks list, weekly check-­‐ins, scheduled reports Your objecXve with your social strategy is scalability and amplificaXon Stay smart for your sake and that of your brand Work with partners/agencies that like to work with others Invest in tools that either save you Xme, make you money, or make you look smart Stop obsessing over what image to use in your monthly email newslecer < Focus on RCS Leverage paid media (Facebook , StumbleUpon, Twicer, LinkedIn, Google Display) Track metrics that macer Complete digital audits Educate & evangelize Stop chasing shiny objects from the ground up !
  15. 15. What brands need to think about in 2015 mobile a priority (mobile first strategy) professional editorial pracXces a media company (Red Bull, Coca Cola, River Bend Pools) it’s not about creaXng content – it’s about creaXng passionate subscribers 15 Final thoughts • Making • Hiring professional journalist/writers • Repurposing content • Developing rent to own content strategies • Developing • Becoming • Understand for your brand And do these things… • Build your team • Invest in tools that either save you Xme, make you money, or make you look smart • PerfecXon is the enemy of good • Replicate, scale, iterate, repeat • If you want to go fast – go alone. If you want to go far – go together.
  16. 16. Target specific people. Not keywords. Become a student of social platforms Establish a social home Engage and start answering questions Stop chasing shiny objects Write profiles about who you are, what you do, and how you can help Understand social media isn’t inexpensive – it’s just a different kind of expensive (effort + money) Have a game plan 16 Invest in tools that either save you time, make you money, or make you look smart Right Message. Right Audience. Right Channel. • Story tell on Facebook • Create art on Instagram • Listen well on Twitter • Get animated on Tumblr • Glam it up on Pinterest Mobile first strategy + thumb friendly
  17. 17. Starter Matrix – What You Need Tools that help you pay aUen5on Check Brand Iden5ty / Availability Cura5on Publishing Crea5ve Trackur Namechk Storify Swayy PiktoChart Meltwater Claim.io Topicurious PotLuck Pic Monkey Tagboard Knowem Listly RebelMouse Canva Social MenXon Namevine TagBoard Postris Social Image Resizer Tool TweetSeeker ClaimID TweetChats Overblog ReciteThis TweetAlarm Gravatar Shucerstock MenXon PitchEngine Topsy Postling 17
  18. 18. Starter Matrix – What You Need Manage Your Audience Analy5cs Social Media Management Other Tools Enterprise SocialBro Rival IQ Sprout Social Shared Count Ready Pulse ManageFlicer Fanpage Karma Cyfe ChannelMeter Curalate TwicerCounter Crowdbabble Hootsuite Buzzstream ExactTarget FollowerWonk Wildfire InteracXve How Socialable Moment Feed Sendible TwicerFeed Talk Walker Mutual Mind ViralHeat Argyle Social SpreadFast 18
  19. 19. How to Contact Us DigitalSpaceConsulting.com James@digitalspaceconsulting.com Linkedin.com/in/Jloomstein Twitter.com/jloomstein Slideshare.net/jloomstein/presentations 19
  20. 20. Digital Space Consulting Create. Connect. Engage. Thank You.
  21. 21. Appendix
  22. 22. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Content Marke5ng Content markeXng involves the distribuXon of relevant, consistent content to a clearly defined audience. It gives brands the opportunity to share stories and solve customer problems. Content markeXng can take on many forms including: interacXve tools, web applicaXons, long form arXcles, blog posts, infographics, research, reviews or videos. TargeXng involves a deep understanding of the customer combined with keyword research. Content markeXng is ouen the vehicle brands use to influence organic search results, capture website traffic and become an authority. First, gather demographic, psychographic and behavioral data on the customer and understand where and how they interact with your product or service online. Next, idenXfy a problem that is unsolved or solved poorly via current content. OpXmize the soluXon for the customer and get it visible adopXng social media markeXng and other paid and organic channels to drive awareness. Content markeXng should be used to build a community, increase brand awareness and long term conversion. It is ouen integrated with other plasorms for maximum reach and market penetraXon including press releases, email markeXng and social media adverXsing. Content markeXng is more difficult to hold to an ROI standard, yet web analyXcs can track conversions, traffic and shares. Display Adver5sing Display adverXsing is a graphical adverXsement that can appear in a variety of sizes and animaXons, placed next to content on a vast network of websites opted in to display banner ads. Display or banner adverXsing allows for broad and narrow targeXng opXons including: website domains, customer demographics, contextual or content based keyword targeXng and topic targeXng. Ad images and copy can be modified to target customers at any stage of the buying cycle. A majority of display ads are used to drive brand awareness using “click bait” imagery paired with calls to acXon that provoke a landing page conversion. Display adverXsing is most effecXve when targeXng abandon carts through remarkeXng (specific ads shown to site visitors who completed or didn’t complete an acXon on the site, such as a conversion). Display adverXsing is one of the oldest forms of online adverXsing and is therefore frequently ignored. Expect lower conversion rates from standalone banner ads. Conversions are much higher when display ads are paired with remarkeXng campaigns. Cost per thousand impression (CPM) is the most common bidding model for display. Email Marke5ng Email markeXng occurs when a business sends a promoXonal message to a list of subscribers. Email markeXng helps businesses stay connected with customers while further promoXng products and the business. TargeXng opXons are possible through segmentaXon of lists that can include demographic filters, psychographic filters, observed and predicted behavioral acXons. Email markeXng should be adopted by all brands in the conversion and engagement shopping cycles. IntegraXon of email markeXng into larger web markeXng and content markeXng strategies is criXcal. SegmentaXon of subscribers helps deliver targeted messaging that increases click through rates. Campaigns should focus on the shopping/buyer cycle from brand awareness to conversion to engagement to advocacy. Email markeXng is most effecXve when subscribers have opted-­‐in to lists. Otherwise spam can be triggered, prevenXng future campaigns from ever being delivered. Email campaigns can be used to generate new leads, build customer loyalty or contribute to brand recogniXon and site click-­‐through-­‐rates
  23. 23. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Facebook Facebook is the most popular social networking site used by approximately 1 billion people. AdverXsements are available in a variety of formats and sizes and appear on the side of a user’s page and directly within news feeds. With Facebook ads, businesses can target audiences more deeply then other ad plasorms including: gender, locaXon, age, likes and interests, workplace, educaXon, even relaXonship status. Facebook ads are primarily used to increase awareness for B2C brands, although all stages of the shopping cycle are possible to target. Integrate Facebook into larger campaigns and content markeXng strategies that accomplish one of the following objecXves: Brand pages can be promoted on Facebook in news feeds to increase likes, brand awareness and engagement. Adroll remarkeXng can be used to effecXvely target abandoned cart or missed conversions through news feed and sidebar ads on Facebook. Ad formats that allow for product purchases without ever leaving the site are also possible on Facebook. Facebook is considered one of the most expensive social adverXsing plasorm, which is acributed to its ability to deliver hyper targeted ads combined with advanced social metrics. Facebook allows for cost-­‐per-­‐thousand impressions (CPM), cost-­‐per-­‐click (CPC), cost-­‐per-­‐acXon (CPA) and cost-­‐per-­‐like (CPL) bidding applied to a growing number of ad formats. Cost-­‐per-­‐like is unique to Facebook which can occur on ads, promoted posts and pages. Typical outcomes of Facebook adverXsing include increased likes and a variety of offsite acXons at every stage of the shopping cycle. Instagram Instagram is a photo and video sharing social network. From a paid media stand point -­‐ Instagram only offers sponsored posts to select brands and is in a slow rollout phase to the general market. Instagram is ideal for B2C brands targeXng teens and young adults as the plasorm skews young. It is also an effecXve plasorm to share brand stories and personality. Instagram offers CPM (cost-­‐per-­‐thousand) bidding models to select brands to drive awareness and profile engagement. LinkedIn LinkedIn is a plasorm for professionals from all around the world to connect, network and share content with others in their industry. Individuals and businesses can target audiences based on job Xtle, funcXon, school, industry, company size, seniority, age range, gender, LinkedIn Groups and more. LinkedIn is effecXve at generaXng leads for B2B brands and for recruiXng. Ad formats include text based ads, image ads, video ads, sponsored InMail and sponsored updates. Sponsored updates are one of the more effecXve paid adverXsing opportuniXes on LinkedIn. Updates on company brand pages are promoted to a targeted audience, driving visits, downloads, followers and social metrics. LinkedIn ads offer cost per click (CPC) and cost per thousand impression (CPM) adverXsing models. Image, text and video ads ouen receive low CTR and are ignored by a majority of site users. Sponsored updates receive more engagement and appear directly on the LinkedIn home screen. Increase brand awareness, whitepaper downloads and long-­‐term engagement through this form of LinkedIn adverXsing.
  24. 24. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Paid Search If a targeted keyword is searched an ad can appear next to or above search engine results. Keywords allow paid search to be targeted with extreme precision to any type of demographic or customer. Some targeXng opXons include: keywords, locaXons, specific days of the week, hours in a day, or different placements or devices. Google and Bing receive 87% of all search traffic in the U.S. (with Google Adwords being the most popular paid search plasorm). Paid Search is effecXve at all stages of the customer buying cycle, but especially research and conversion. Long tail keywords save budget and target the research phase. Product LisXng Ads (PLA’s) are image and product descripXon ads that appear for keywords aligned with the buying cycle. Deploy separate ad campaigns for each phase of the buying cycle with opXmized keywords, copy and landing pages. Google Adwords allows for several bidding models: Cost per acquisiXon (CPA), cost per click (CPC) and cost per thousand impressions (CPM). Depending on the bidding model and buying cycle targeted, AdWords can drive targeted website traffic, convert new customers and increase brand awareness cost effecXvely. Pandora Pandora Internet Radio is a streaming music service that lets users pick a song or arXst, with the service building a playlist with similar music. Types of adverXsements range from video, audio, banners, to an animated overlay. Audiences are targeted and segmented by age, gender, locaXon, music preferences, interests and psychographics. Best suited for B2C brands targeXng customers in the research and engagement stage. Users are on the plasorm for entertainment. Brands that can align products/services to the listening experience fare best. TargeXng on Pandora is advanced with bidding models based on impressions and clicks. Expect higher in-­‐store traffic, a liu in site visits for a campaign and increased engagement. Pinterest Pinterest allows users to have a visual bookmark of stuff they find on the web. Only recently introduced, Pinterest allows for adverXsers to promote pins. With promoted pins, brands can set a target audience, easily track analyXcs and pay only when users click through to a site. Ideal adverXsing plasorm for retail and online retailers. The plasorm is heavily skewed towards women allowing for certain brands to reach niche, targeted audiences. Image driven, effecXve Pinterest pins can include recipes, high quality product images and infographics. Promoted pins work best for established Pinterest businesses with complete profiles, boards and acXve engagement. TesXng images and messaging organically is cost effecXve before rolling out to promoted pins. Pinterest promoted pins target users on the plasorm, but through a cost-­‐ per-­‐click model, adverXsers pay only when users click through to the website. AdverXsing on Pinterest can lead to increased brand awareness, higher in-­‐store traffic, increased followers, website traffic and even conversion.
  25. 25. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Press Release A press release is an official statement or arXcle that can be uXlized as a tool to reach both news outlets and consumers. TargeXng is more broad then other forms of online adverXsing and primarily depends on the channel or news outlet. Audiences can be targeted by demographics and psychographics, based on the readership of the outlet. Implement press announcements into a content markeXng strategy. Bring acenXon to announcements that are newsworthy and Xmely such as industry awards, expansion, new products and services, acquisiXon, and more. Press releases can be measured through the a submission plasorm (e.g. PR Web) which offers impressions, reads and clicks to any links. Press releases primarily drive brand awareness. PR can be further measured by online pickup, journalist inquiries and more. Snapchat Snapchat is a photo messaging service that allows users to send pictures, video, text and drawings to other users. Auer the “snap” is viewed, the picture is then deleted from the viewer’s phone. Snapchat is in an early phase of adverXsing. Businesses and brands do not have many targeXng opXons, unless they connect with regular Snapchat users. Select brands are tesXng Snapchat stories, image slideshows and videos available for 24 hours to a brand’s followers. SnapChat is a new and unique adverXsing plasorm which can increase brand awareness and engagement through organic followers. Example cases to use Snapchat include during contests, sneak peeks, coupon offers, and behind the scenes exclusives. Snapchat has fewer metrics then many other paid media plasorms. Brands that share Snapchat stories can measure views and offline engagement. TwiUer Twicer is a microblogging plasorm that allows anyone to begin and lead conversaXons, as well as directly interact with other users, companies and brands. Audiences can be targeted on Twicer based on interests, geography, gender, device, or users similar to exisXng followers. Companies can adverXse on Twicer in only two ways, through promoted accounts and tweets. Twicer can be used by brands to increase awareness and is ideal for content marketers. Twicer is a long term conversion, and can be effecXve when integrated with content markeXng, broadcast media and print campaigns. Implement Twicer adverXsing only if acXve on the plasorm with a significant number of followers and tweets. Twicer allows for brands to get messages and accounts in front of users that aren’t followers, building a community and word of mouth. AdverXsing formats primarily drive traffic and engagement within the Twicer ecosystem, making offline conversions difficult to generate. Payment is delivered only when users follow an account or retweet, favorite, reply, or click on a promoted tweet.
  26. 26. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics YouTube YouTube is the most popular video sharing plasorm. AdverXsing on YouTube is accomplished through Google Adwords and ouen includes video adverXsements before videos, during videos and auer videos. In search video ads and banner ads also target users. TargeXng opXons are similar to paid search and include by topic, demographics and keywords. YouTube is the second largest search engine on the Internet. Video ads are most effecXve for B2C brands targeXng customers in the research stage. Users can be broadly or directly targeted through specific placements on other videos or channels and through keywords. Percentage of video watched is an important metric in YouTube video adverXsing. Cost per View (CPV) occurs auer 30 seconds or if the end of an ad is reached. Studies have confirmed, adverXsers gain brand awareness even before a CPV payment is ouen triggered.

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