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  1. 1. PA 685: Strategic Management of Public Communications Module 6: New Media Communication
  2. 2. Popular Social Media Sites, as of March, 2014
  3. 3. What Is Social Media Marketing? Social media marketing (SMM) uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person. Typically, the end goal of social media marketing is a “conversion,” such as the purchase of a product, use of a service, subscription to a newsletter, registration in an online community, or some other desirable action in the eyes of the agency.
  4. 4. 7 Myths of Social Media Marketing 1. 2. 3. 4. Social Social There Social Media is Just a Fad Media is Just for the Young is No Return in Social Media Marketing Media Marketing isn’t Right for Government Agencies / Public Sector 5. 6. Social Media Social Media Consuming Social Media Marketing is New Marketing is Too Time- 7. is Free
  5. 5. Myth #1: Social Media is Just a Fad Instead, social media is: Founded in community, socialization, and word-of-mouth marketing Based on a stable premise that people are social and want to connect with other people Related to technological evolution that continues to provide new and attractive means for people to interact Rooted in core trends and behaviors in social media interaction that remain stable over time
  6. 6. Social Media Usage Outpaces Traditional Media
  7. 7. Myth #2: Social Media is Just for the Young Instead, the reality is: Older users are among the fastest growing demographics on most social media sites • YouTube - 18 to 55, evenly divided between males and females Facebook - 61% of those 35 to 54 and 48% of people over 55 have Facebook pages • Users span all age and income brackets Social networks are increasingly being adopted by older populations
  8. 8. Myth #3: There Is No Return In Social Media Marketing Instead, social media returns are: Difficult to measure, and many organizations do not currently measure their social media efforts Measured in a variety of different ways such as: Savings in customer service Online word-of-mouth promotion (buzz) Improved brand awareness and reputation Increased brand loyalty
  9. 9. Myth #4: Social Media Marketing Isn’t Right For The Public Sector Instead, social media marketing: Is just as relevant to the day-to-day activities of government agencies and public-serving organizations Has a powerful ability to drive word-of-mouth or recommendations from friends Influences search as a resource because search results frequently include social media sites  Even if organizations don’t believe in the value of engaging in social conversations as a part of marketing, there is no denying the value of a strong agency or product presence in search results.
  10. 10. Myth #5: Social Media Marketing is New Instead, what’s new is: Technology and media are changing the role social, behavioral, and economic concepts play in modern marketing efforts Conversations are now public, online, and viewable for the indefinite future  Consumers are already on social sites, talking about organizations on their Facebook pages, blogs, and Twitter accounts  Whether an agency choose to acknowledge this or not is done at its own risk.
  11. 11. Myth #6: Social Media is Too Time-Consuming Three key ways to limit the time investment in social media marketing: 1. Look for underutilized employees who can spend some of their time on social media marketing 2.Leverage efficiency tools too streamline social media efforts 3.Use mobile devices to boost efficiency—don’t tie employees to a desktop computer for official agency messaging over social media outlets.
  12. 12. Myth #7: Social Media Is Free While most sites do not have a fee for usage, costs include: Time and resources Fees for producing and creating content Fees for consultants or agencies involved in building strategy
  13. 13. Why Social Media Marketing is Different Traditional Approach Social Media Approach • Controls content seen by audience One-way communication • Emphasizes audience contribution Two-way communication Discussion approach Trust building • • • • Domineering approach• Exclusivity agreements •
  14. 14. What are the Characteristics of a Successful Social Media Marketer? Technical Skills Personal Attributes • Basic computer skills Personable Good listening skills Diverse vocabulary Strong reading and comprehension skills Creativity and passion Professionalism in response to negative comments Proficiency with search engines Proficiency with navigating the web Knowledge of coding or graphic design helpful • • • • • • • • •
  15. 15. Careers in Social Media Marketing  Spending on social media is forecast to expand substantially between 2014 and 2020 Demand for social media marketers is increasing as we focus more on the strategy behind social media and devise measurement approaches The majority of the jobs in social media are freelance rather than full-time The first step toward landing a social media job is getting involved   
  16. 16. Spending on Social Media Marketing
  17. 17. Confidence in Social Media Marketing Effectiveness 2014 Content Marketing Trends in North America—Study conducted by Content Marketing Institute
  18. 18. Incorporating Social Media Into Your Marketing Strategy Are You Ready for Social Media? Are your targeted stakeholders likely to be online? Are you ready to handle negativity? How will you incorporate this into people’s daily jobs? How will you measure the results? How long are you willing to give it a try? What’s your willingness to experiment, take risks and adjust your plans?
  19. 19. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Identify your goals Identify your target audience Create a profile or brand Find the social media that’s right for you Plan a time frame Include Search Engine Optimization (SEO) Measure progress toward goals
  20. 20. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy
  21. 21. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Identify Your Target Market Who are your stakeholders? What characteristics do they have? What age group do they come from? What are their online habits (e.g., completing forms, chatting, blogging)? Are they likely to engage with organizations online? What social media platforms are they using?
  22. 22. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Create a Profile or Brand As you create your online profiles, think about your screen name and organization’s name and reinforce branding and name recognition! Website Domain Name – http://www.nasa.gov Twitter – http://twitter.com/nasa Facebook – http://facebook.com/NASA Instagram – http://instagram.com/NASA YouTube – http://youtube.com/NASA
  23. 23. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Decide on appropriate social media applications Which ones are your stakeholders using? Start with one - Understand it, utilize it effectively and then expand your online presence Write good and appropriate content Build relationships; listen and engage with your followers
  24. 24. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy  Plan the time frame Map out a schedule for updating content Blog posts/Podcasts on Mondays Posts on Twitter and Facebook at strategic times of day Consider timezones—When people are getting to the office on the West Coast (8-9am), East coast lunches are starting. Post content when people are likely to see it—don’t make them scroll to find information! This should be accomplished on a regular basis Follow the schedule
  25. 25. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Develop a content strategy plan Content should be both useful and usable by stakeholders Develop a plan for creating this type of content by reviewing the full offerings of your agency Develop a plan for getting the content published Not as easy as it sounds—who will write, respond? Publishing or uploading content takes a dedicate effort on your part
  26. 26. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Measure progress toward goals Did we learn something about our stakeholders that we didn’t know before? Did our stakeholders learn something about us? Were we able to engage our stakeholders in new conversations? Were we able to resolve old conversations/issues that continue to be brought up by stakeholders?
  27. 27. Incorporating Social Media Into Your Marketing Strategy Parts of a Social Media Strategy Social networks Blogs Microblogging Wikis Podcasts Forums Online Communities Multimedia sharing Social bookmarking RSS readers GEO tracking Recommendations and reviews Your social media options are endless and expanding each day, but where are YOUR stakeholders?
  28. 28. Incorporating Social Media Into Your Marketing Strategy The conversations are already happening. Are you ready? Are you willing to listen? How will you measure them, your responses, and your effectiveness?
  29. 29. A Brief History of Social Media Metrics For current purposes social media monitoring is defined as the process of tracking, measuring, and evaluating an organization’s social media marketing initiatives. The earliest adopters (marketing and public relations firms) used social media monitoring to detect negative comments posted to the social web about their clients. As the social web rapidly grew, the importance of monitoring and measuring responses also increased. Eventually, social media monitoring evolved beyond basic listening into active interaction and measurement.
  30. 30. Social Media Measurement  Measurement professionals were unable to even agree on definitions, let alone how to measure the key elements of social media marketing. Less than one out of seven companies measured their return on investment for social media marketing during the first two years of implementation. Measurement is needed because it enables marketers to assess progress toward achieving marketing goals, determine how strategies are performing, and make necessary adjustments. Social media measurement is the determination of the volume of content and the sentiment toward a brand or topic on the social web.   
  31. 31. How To Measure Social Media  The first step is defining an organization’s qualitative and quantitative social media goals. The second step is to choose key performance indicators (KPIs) that will accurately measure progress toward those goals. The third step is to set a baseline or benchmarks, which will act as standards against which all social media KPIs are measured. The final step is to compare an organization’s social media KPIs to its benchmarks over a period of time.   
  32. 32. Quantitative Social Media Measuring  Quantitative social media measuring is a methodology that focuses on counting the volume of specific types of content on the social web. To make quantitative social media metrics useful, these metrics must be tied to specific marketing goals. In addition, goals and related KPIs must be established for each type of social media platform in order to maximize results. These measures have begun to shift beyond the number of likes, fans/followers, shares/retweets to focusing on conversations generated and actions prompted that tie into marketing efforts.   
  33. 33. Qualitative Social Media Measuring  Qualitative social media measuring is the process of accessing the opinions and beliefs about an agency, program, service, or product. Qualitative metrics play a key role in identifying stakeholder satisfaction and dissatisfaction with the agency, program, service, or product. Qualitative measures assess the tenor and emotional expressions about the agency. Quantitative and qualitative measurements are not mutually exclusive - combining the two types of social media metrics provides a more realistic and accurate picture of an organization’s progress in achieving its desired marketing goals   
  34. 34. Social Marketing Analytics Business Objectives, Key Performance Indicators, and Vendors to Watch
  35. 35. KPIs for Measuring Dialog  Share of Voice indicates how an agency stacks up in comparison with its competitors.  Audience Engagement shows the level of a company’s engagement in comparison to its viewership on the social media platform.  Conversation Reach reveals the number of unique visitors who participate in a specific brand/issue/topic conversation across one or more social media channels.
  36. 36. KPIs for Measuring Advocacy  Active Advocates measures the number of individuals generating positive sentiment over a given time frame.  Advocate Influence indicates the unique advocate’s influence across one or more social media channels.  Advocacy Impact measures the direct or indirect contributions of advocacy on conversions.
  37. 37. KPIs for Measuring Stakeholder Support  Resolution Rate is the percentage of stakeholder inquiries resolved satisfactorily using social media channels. Resolution Time indicates the amount of time required to produce a human-generated response to stakeholder issues posed in social media channels. Satisfaction Score indicates the relative satisfaction of stakeholders by dividing positive stakeholder feedback by all stakeholder feedback.  
  38. 38. KPIs Measuring for Spurring Innovation  Topic Trends measure key brand/product/ service topics identified by monitoring social media conversations. Sentiment Ratio indicates the positive, neutral, and negative brand mentions about specific products or services over a given time period. Idea Impact measures the rate of interaction, engagement, and positive sentiment generated from a new product or service idea.  
  39. 39. The Net Promoter Score (NPS)  The NPS assumes that every company’s stakeholders can be divided into three classes: • • • Promoters - loyal enthusiasts Passives - satisfied but unenthusiastic customers Detractors - unhappy customers  The NPS is calculated by taking the percentage of stakeholders who are Promoters and subtracting the percentage who are Detractors  An NPS that is above zero indicates a good customer relation’s rating.
  40. 40. Return on Investment  Return on Investment (ROI) is a ratio arrived at by subtracting expenses from product/program/service offerings and resources to carry them out and then dividing the result by the expenses. For social media marketing efforts, the argument is made that impact should be the primary goal of social media marketing—not ROI. Building brand awareness, perception, and loyalty, as well as improving stakeholder relationships have a long-term effect in increased ROI, but they are very difficult to measure in the short-term.  
  41. 41. Evaluation  Just measuring the impact of social media activity is insufficient—measurement only gains meaning through analysis of trends over time and across different stakeholder segments. This analysis will help determine what is successful for your agency and will drive future social media efforts. Sound analysis of social media measurements relies on collection of the relevant data. It takes a significant commitment of time and resources by an organization to evaluate social media   
  42. 42. Selecting Social Media Monitoring Tools  In March, 2014, there were more than 250 paid and free social media monitoring tools available.  Depending on the size of your public communications budget and staff expertise, you may want to consider using an outsider to help, whether this is a consultant or a vendor.  The process of selecting one for an organization to use can be aided by determining: • • which metrics to measure and what platforms to cover which price range an organization can afford  Vendors continue to improve their offerings, and marketers continue to rely on them to measure performance and justify expenditures on social media marketing activities
  43. 43. Services, as of March 2014 Review of Seven Top Social Media
  44. 44. Services, as of March 2014 Review of Seven Top Social Media
  45. 45. Future of Social Media Measurement  Without doubt the rapid pace of advances in social media monitoring and measurement techniques, metrics, and tools will continue into the foreseeable future As connections between people, posts, comments, discussions, articles, and reviews expand exponentially, these linkages capture untold information, which can be mined for valuable marketing insights. Improvements in natural language processing and the “Semantic Web” promise to deliver even more powerful ways to monitor the social web and help drive future public communication efforts on social media platforms.  