Social media for market research and marketing

1. RULESOFTHESOCIALWORLD

2. FACT Social media isn’t a fad.
It’s a revolution.

3. Implications
Search Engine Optimization Algorithm Update
Control Shift Inbound over Outbound Marketing
Sales Channel Social Endorsements
Customer Service Unprecedented Reach

4. 80PERCENT
OF BUSINESSES KNOW THEY SHOULD BE
ON A SOCIAL MEDIA PLATFORM, BUT ARE
NOT SURE WHAT TO DO.
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5. Planning
• Goals • Value
• Resources Proposition
• Audience – Customer
Service
• Platforms – Information
• Voice – Entertainment

6. Set Yourself up to Listen
• Google Alerts
• Social Feeds
• Blogs and Forums
– RSS
– Paper.li

7. Audience
• Look up and down the value chain
• Segmentation
• FindPeopleonPlus.com
• Listorious.com
• Klout and Hootsuite
Then Engage

8. RULE#1
The Cocktail Party Rule
Meet people, listen, talk, ask & answer
questions, build relationships & trust.

9. RULE#2P.I.E.
Personality Interesting Entertaining

10. RULE#3
First, Create Value
FOR YOUR TARGET AUDIENCE
Educate
Alert
Entertain
Inspire
Vet/Share

11. Old Spice’s iconic YouTube campaign of the manly
Old Spice Guy cost $0TOUPLOAD. It was so successful
that it resulted in nearly50MILLIONVIEWS and doubled
their sales.
A 30SECONDSPOT during the 2012 Super Bowl cost
$3.5MILLION with 111.3MILLION viewers tuning in.

12. Content
• Tell your audience what you want
them to do!
• Camstudio.org or Camtasia.com
• Glyder
• Scheduling

13. Facebook
• Post between 1pm and 4pm
• 80 Characters or less
• Include a picture
Very targeted advertising

14. Twitter
• Post between 10am and 1pm
• 2.5 hr half life
• # tags
• Search.Twitter.com

15. Tools
• Hootsuite
• Social HQ
– Top Fans, Contests, Fan Gates, Friend
Gates
• Woobox
• Wildfire
• Shoutlet

16. Tools
• Google – Analytics, UTM tags
• Wordpress, proof of concept – Plugins
• Free Advertising Credit - $700
• WPMU Development

17. Monetization
• Facebook Offers
• Product Promotions CPC & CPM
• Affiliate Sales
– Reviews
– Recommendation
• Gumroad.com

18. Social Media & Your Site
• Integration
– Login, API
– Home Page
– Blogs
• Like allocation – WPMU
• Content Reveal
• Shopping Cart Incentives

19. Tracking
• UTM tags, bit.ly, ow.ly etc.
• Platform Analytics
• Plugins, Social Platform Identification

20. Data is Never the Problem
• User Interface Refinement
– Access, social login
– Line of Sight
– Squeeze Pages
• Audience
– Voice
– Content
– Offline Insights
Brand Advocates

21. Questions
John-Mark Bantock
(520) 370-0770