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- 1. When Fans Aren’t Enough:Developing a successful social media strategy to drive business growth Presented by: Paul Warren Director of Online Marketing ddm marketing & communications September 22, 2011
- 2. You’ve activated channels and are acquiring fans, now what?
- 3. It is not about the number of fans Raw fan counts DON’T equal success Place your social media strategy within the broader framework of marketing objectives for key consumer segments Focus on reach and frequency within audience types Engagement is a two-way street
- 4. What is the current state of social media? 4 in 5 active Internet users visit social networks and blogs-23% of total time online 60% of these users learned about a specific brand or retailer from a social networking site 70 percent of active online adult social networkers shop online 53 percent of active adult social networkers follow a brand “Seniors” (55+) are driving the growth of social networking through the Mobile Web Source: Nielsen Research “State of the Media: The Social Media Report – Q3 2011”
- 5. What social media channels is your target audience using?
- 6. Focus on FacebookMost branded content exposure occurs in the Newsfeed
- 7. How do B2B marketers rank social media effectiveness?
- 8. How do people interact with their favorite brands?
- 9. Why do users become fans?
- 10. How do users engage with a brand on Facebook?
- 11. Useful technologies to improve your social media strategy and resultsDiscover > Analyze > Engage > Facilitate > Manage Source: Social Media Metrics Secrets (Wiley, 2011)
- 12. Discover Solutions that effectively act as search engines for social media channels and platforms Example Discover vendors include: Google Alerts, Trendrr and Socialmention.com
- 13. Analyze Listen to what your target audience is saying – turn on the microphone Alterian SM2, Omniture SocialAnalytics, Radian6, and Sysomos Who are the key influencers around your brand?
- 14. Engage Listen and engage from within the same platform Delegate workflow/content assignments Example Engage vendors include: Crimson Hexagon, Hootsuite, Objective Marketer, and Collective Intellect
- 15. Facilitate Facilitate the conversation, the dialogue and the learning experience. Example Facilitate vendors include: Mzinga, Pluck, Ning, Lithium, Jive, and Telligent
- 16. Manage / Measure Social customer relationship management tools, internal collaboration solutions, and social media aggregation services that enable businesses to manage their social media efforts in an orchestrated way. Example Manage vendors include: BatchBook, Flowtown, Salesforce Chatter, and Yammer
- 17. How do we measure social media success? Are your social media efforts more effective at visitor acquisition, influence, or same-session conversions? Facebook provides the opportunity not only to deliver brand impressions at scale, but also to deliver impressions with social context.
- 18. What is a fan worth and what is the ROI? The value of a fan can measured as follows: Increasing engagement and loyalty among Fans Generating incremental purchases among Fans Positively influencing Friends of Fans
- 19. How do social media metrics support business objectives?
- 21. Establish custom segments in Google Analytics
- 24. Don’t ignore Twitter You can amplify conversations Socialize your marketing message through authentic, passionate conversations. Align with organic content about your products, promotions, and activities Spark a dialog between users and your brand with trending topics Grow the excitement around your campaigns in real-time
- 25. Twitter products now more accessible
- 26. Example of Twitter advertisements Promoted Accounts Promoted Tweets – keyword driven
- 27. Look beyond fans with these social tools Social Mention - www.socialmention.comCost: Free Flowtown - www.flowtown.comCost: Free trial, monthly fees based on imported contacts and email volume Compendium - www.compendium.comCost: Varies depending on number of keywords Trackur - www.trackur.comCost: Free for 1 saved search, plans for multiple saved searches Swix - www.swixhq.comCost: Free (for now) Addictomatic - addictomatic.comCost: Free Spiral 16 - www.spiral16.comCost: N/A 24
- 28. Social media tools cont. Post Rank – www.postrank.com Cost: Free and paid Scout Labs – www.lithium.com Cost: Free or $49/mos. Google Alerts – www.google.com/alerts Cost: Free Twazzup - http://www.twazzup.com Cost: Free Features: Tweets, news, highlights, community, top links 25 ddm marketing & communications
- 29. Social media tools cont. Postling.com - http://postling.com Cost: Free Features: Keeps track of responses Publish to Facebook, Twitter, LinkedIn, Wordpress, Tumblr & Flickr. Keep track of streams from one place Schedule posts add team members Recap of your activity monitor and track conversations Organize accounts into brands OneForty - http://oneforty.com Cost: Free Features: Find Tools, What's trending, Twitter apps 26
- 30. Contact Information Paul Warren paulw@teamddm.com 616-632-1317 @pwarre http://blog.teamddm.com
Editor's Notes
- Typical social media approaches that focus on raw fan counts, or the total number of engagements on a given piece of content, fail to depict the potential and realized scope of social media brand impressions
- Social Networks and Blogs: Still the Top Destination Online
- Social networking as a whole skews female – and so do nine of the top 10 U.S. social networks and blogs – but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%).
- the definition of an impression by Facebook is:“This is the raw number of impressions that have been shown to users. These impressions can come from a user’s news feed, a visit to the Page, or through an Open Graph social plugin.”
- Social media is still climbing and gaining acceptance—tie the metrics together to support and enhance other channel efforts
- Social networking as a whole skews female – and so do nine of the top 10 U.S. social networks and blogs – but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%).
- Social networking as a whole skews female – and so do nine of the top 10 U.S. social networks and blogs – but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%).
- Social networking as a whole skews female – and so do nine of the top 10 U.S. social networks and blogs – but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%).
- Social networking as a whole skews female – and so do nine of the top 10 U.S. social networks and blogs – but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%).
- Social Mention http://www.socialmention.comCost: FreeFor those of you that use Google Alerts you may want to take a look at Social Mention. Social Mention is a real time search platform that will allow you to search on a keyword/phrase and see its social mentions across 100+ social media properties. It offers a strength score, sentiment ratio, a passion score and reach. This stream of information can be fed into your RSS feeds or be delivered to your inbox. It also displays Top Users, Top Hashtags, and Sources. It’s a great addition to your listening toolbox. Flowtownhttp://www.flowtown.comCost: Free trial, monthly fees based on imported contacts and email volumeWhen all you have is an email address, Flowtown can give you a name, age, gender, occupation, location and all the social networks that person is on. It’s a great resource if you need to append your customer file with social network profile information, learn more about the social habits of your database or if you want to target them on social networks.Compendium Blogwarehttp://www.compendium.comCost: Varies depending on number of keywordsYou should consider Compendium if you rely on your blog for SEO results. Compendium’s Blogware product helps you target keywords because it automatically organizes your content in a way that’s ideal for search engines to crawl. It also has great administrative tools with a step-by-step approval process so you can manage your blog content within your organization. Trackurhttp://www.trackur.comCost: Free for 1 saved search, plans for multiple saved searchesTrackur is a social media monitoring tool that provides an impressive set of features at very reasonable costs. You can save searches which are updated every 30 minutes, receive alerts via RSS or email, bookmark and save discovered items and track sentiment and trends. You can try it for free which includes one saved search, so its easy to give it a test run to see if its right for you, and if so just upgrade into one of the paid plans.Swixhttp://www.swixhq.comCost: Free (for now)Swix is your social web index. It allows you to create pods, which is a way to see your metrics for a particular social media property (Twitter, YouTube, your blog, Flickr, MySpace, etc.) Then for each property, you can enter your amount spent, your cost per unit and then see your return on investment. It’s simple to use. For a great review of Swix, read Jay Baer’s post A Social Media Scoreboard that Works.Addictomatichttp://addictomatic.comCost: FreeAddictomatic instantly creates a custom page with the latest buzz on any topic. Pick the channels where you want to source your information then save your search as a bookmark. It’s a helpful way to determine the buzz about your product or service, find potential audience and to see what channels are sources of content for your keywords/phrases.Spiral 16http://www.spiral16.comCost: N/ASpiral 16 offers 3D Visual Mapping. Their visualizer displays the relationships between unique URLs in dynamic 2D and 3D maps. This enables users to quickly identify key influencers who are spreading a positive, negative, or neutral message about a topic across the Internet. It can help you discover trends, identify targets, measure campaigns and sentiment and increase customer loyalty.