Advanced Social Media Considerations - Summit in the Snow 2014 WSIA

Social Media:Advanced Tactics

Ruben Quinones,

Director of New Media

• Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing & tracking search based campaigns

• Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing & tracking search based campaigns

Some Brands We Have Worked With

Who We Are

•How to start developing a strategy around identifying conversations and potential influencers

•A few key points on some of the top platforms

Strategic Considerations

Social Media is Often Confused With…….

Intent Vs. Probability

Don’t Market!

The Secret to Marketing on Social Media

• Ingredients of Social Marketing

Educational

Entertainment

Exclusive

Marketing Your Content

Acquisition TacticsGated Content

Make users like to gain access to your offering or content

Contests Provide potential fans an offering with within a defined

time period by running a contest

Causes Appeal to FB users that have an affinity to a cause

Cross Promotion Are there other brand that you can cross promote

with?

Nurturing TacticsRelevancy of Posts

What is relevant to your geography, demographics, and ad targeting?

Exclusive Promotions What can you offer to your loyal fan base?

Highlighting Fans Engagement tool that highlights your fan base and develops

“Brand Advocates”.

Accessibility Allow users to tag, post,

and send a direct message to your page. Are you responsive tocomments and conversation?

Awareness

Favorability

Consideration

Purchase

The Social Landscape

Social Campaign Flow

Audience – Segmented customer or alliance. (consumers, dealers)

Touch points – key terms that are widely used by your audience. Ex. (corporate entertainment ideas, adventurous activities, water gear)

Context – key terms that attach a type of relevance, for ex. New York, venue, etc.

Identify Key Terms for Your Customer Segments

Social Campaign Flow

Employ boolean searches – ex.If a well known brand, use

“Brand name” “context”, “Brand name” “Touch point”

“Audience” “Context”, “Audience” “Touch point”

“Competitor” “context”, “Competitor” “Touch point

“touch point” “context”

“touch point” “touch point”

Discovering Social Opportunity

Boolean search for a context and a touch point.

ex. “wakeboarding”, “new york”

Can be multiple variations of previously mentioned

boolean searches

Use a search operator to tell google to pull up blogs with

key phrases

Discovering Content Topics/Conversations

Boolean searches on Twitter

Discovering Content Topics/Conversations

Boolean searches on socialmention.com

Discovering Content Topics/Conversations

Search for your audiences by Group

Is Your Audience on LinkedIn?

Sourcing Your Next Topic

Boolean searches on YouTube

Discovering Content Topics/Conversations

Social Campaign Flow

Social Campaign Flow

Document your findings from your boolean searches

Prioritize Your Findings

Social Campaign FlowPrioritize Your Findings

Twitter Findings

Measure the growth over time(can add additional tabs on excel) Here are some metrics that you

Will be able to view withoutBeing an admin of a page

How Do You Stack up Against Competitors?

Establishing Initiatives, Touch Points, desired audience, etc.

Leveraging listening tools, researching

Prioritizing sites, networks, and influencers

Social Campaign Flow

Develop Content Themes across blog and social platformsSample themes may include:

•Education based•Entertainment based – photos of product in action•User generated – photos•Promotional (minimal) – can be product shots•Cross promotional

A Closer look at Some Platforms

Likes Are Not Sustainable

A True Social Network that has caters to

consumer focused brands

•Be Educational, Exclusive, & Entertaining

•Stay Engaged – Be active

•Posting – Ask questions, be Consistent, be short, share relevant links.

A micro blogging service – does well for real time response, promotions

Be Short, Responsive, and give back to the twitter ecosystem

•Monitor – Keep an eye out for brand and audience key terms, hashtags for opportunities to engage. Monitor competitive tweets

•Think – Wait 5 minutes when you are about to tweet and or have a response to one

•Give Back– Highlight your targeted audience and likeminded brands

Real time aggregation of hashtags/key terms in tweets or twitter bios

Real time aggregation of hashtags/key terms in

tweets and lists

Create lists of meaningful users to follow/engage with

Potential twitter lists to create and monitor:•Dealers•Retailers•Ambassadors•Industry Partners

Numbers and Engagement are not close to Facebook’s

•Is integrated into search results•Authenticates Bloggers on sites (Google Authorship)•Houses Google Places (formerly maps)

#2 Largest Search Engine in the World

•Is integrated into search results•More of a commitment to produce content•Works well for educational marketing, demonstrations•See how many views your potential topics are getting

Establishing messaging, frequency, further refine KPI’s etc.

Social Campaign Flow

GoPro

Setup channels, redirect focus on existing if applicable

Social Campaign Flow

Analyze performance, Always be listening.

Social Campaign Flow

External tool - https://adwords.google.com/o/Targeting/Explorer?

Tools to Use

Thank You!

www.linkedin.com/in/rubenquinones