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Now that social media is becoming a mainstream marketing and PR component we need move beyond experimenting and testing. It's time to figure out how to get social media right. Learn about using Facebook, Twitter and YouTube.
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Social MediaSocial Media
Getting it Right
Eric Qualman - SocialnomicsEric Qualman - Socialnomics
We don’t have a choice as to whether we do social media anymore.The question is how well we do it.
State of State of Social Media Social Media MarketingMarketing
Top Ten QuestionsTop Ten Questions
1. How do I measure social media return on investment?
2. What are the social media marketing best practices?
3. How do I best manage my time with social media?
4. How do I reach my target markets with social media?
5. How do I generate traffic and leads using social media?
6. How do I implement social media tactics?
7. What are the latest social media trends?
8. How do I get started?
9. How do I integrate my social media activities?
10. How do I evaluate the advantages and disadvantages of each platform?
A More Strategic SequenceA More Strategic Sequence
What are the latest social media trends?
What are the social media marketing best practices?
How do I get started?
How do I integrate my social media activities?
How do I reach my target markets with social media?
How do I evaluate the advantages and disadvantages of each platform?
How do I best manage my time with social media?
How do I implement social media tactics?
How do I generate traffic and leads using social media?
How do I measure social media return on investment?
What You Need to KnowWhat You Need to Know
Understand search optimization for content like press releases, video, articles
How to do a social media press releaseContent syndication onlineHow to find and work with bloggersOnline video production, editing, uploading and
sharingSocial NetworkingSocial NewsAnalytics
Why Search?Why Search?
25% of the search results for the top 20 brands link
to user generated content Socialnomics
Almost 70% of Americans get their news online Pew Internet and American Life
94% research online prior to purchase Compete.com
Press Releases are the number one source of information for business buyers Outsell
Best PracticesBest Practices
Read Social Media Case Studies
Proactive ReportSocial Media TodayEconsultancy.comEmarketer
How Do I Get Started?How Do I Get Started?
You need a social media strategy that aligns with your communications and business goals
Social Media StrategySocial Media Strategy
Listen and learnMeasure your share
of voice in the conversation
Set goals and benchmarks
Find relevant bloggers and communities
Identify Influencers
Develop Content Strategy
Evaluate platforms and pick the right tools
Create and deliver content
Engage. Participate in and facilitate conversations
Measure results
Start by ListeningStart by Listening
“If we trust our customers, we can actively listen to what they’re saying.
We can build the right product for our customers, instead of finding the right customers for our products.”
Steven Covey
Content AnalysisContent Analysis
What are they sayingPositive /Negative/Neutral mentionWhere are they saying itNeeds and wantsInterestsNeed for information on a certain subjectTrends in the conversation
Set Goals, Baselines and Set Goals, Baselines and BenchmarksBenchmarks
Find Communities & BloggersFind Communities & Bloggers
Find Communities and Identify Influencers
600 Beauty Bloggers (US only)
26 in Head
106 in Magic Middle
460 in Long Tail
Top 60 Map
Develop Your Content Develop Your Content StrategyStrategy
THINK LIKE A PUBLISHER – YOU ARE THE MEDIA
Content Analysis – key messagesAudience Analysis – social technographicsTrends in Social MediaContent Audit – what do you haveWhat expertise do you haveResourcesCreate an Editorial Calendar
Pick the Right ChannelsPick the Right Channels
Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off
True engagement means full engagement in the channels where you choose to invest
So make sure you pick correctly and wisely
Pick the Right Tools/PlatformsPick the Right Tools/Platforms
Who is your audience?
Where are they having conversations?
Trends – Video, Facebook, Twitter
FacebookFacebook
More traffic than GoogleFastest growing segment women over 55Make a business pageBrand it with a consistent lookCustomize the tabsVanity URL
Custom Landing PageCustom Landing Page
How to Build a Landing PageHow to Build a Landing Page
http://mashable.com/2010/02/22/build-facebook-landing-page/
Twitter: News Feed of the 21CTwitter: News Feed of the 21C
Twitter's constantly updating record of up-to-the-minute reaction has in some instances threatened to usurp media coverage of breaking news
Twitter is a jolt of democratization to journalism
More than any other social media, Twitter has had a profound effect on news
Twitter is NewsTwitter is News
Twitter isn’t a social network, but something more akin to traditional news media
Academic paper: International World Wide Web Conference
VideoVideo
December 2009:178 million people watched 33.2 billion videos, with the average viewer watching 187 videos per month in the U.S.
40% on YouTUbe
YouTube is now the 2nd biggest search engine.
YouTube ReportYouTube Report
YouTube is one of the most powerful marketing tools on the web, yet so few businesses and agencies know how to harness its full potential
Users expect brands to be on YouTube91% of all YouTube users interviewed said
that they bought a product they saw on YouTube within the last year.
Twitter and VideoTwitter and Video
“Twitter is my #1 recommendation engine for finding videos.”
Steve Garfield -Online Video Secrets to Building Your Business
Sites referring video traffic Sites referring video traffic
Publish Great ContentPublish Great Content
NewsArticlesEducationProduct TipsUpdatesRecipesNew inventorySpecialsDestination informationTravel tips
Syndicate the ContentSyndicate the Content
Add RSS Feeds
Socialize the ContentSocialize the Content
Content Sparks ConversationsContent Sparks Conversations
Focused on what you have heard
Based on audience needs, interests
Placed in the right channel
Monitored for responses
Engaging PeopleEngaging People
The key finding is that those with the highest engagement factor also had the best financial results over the last year
Engagmentdb Study WetPaint/Altimeter
What Is Engagement?What Is Engagement?
We’re not talking about a presence in the online social sphere
It’s not using these channels to broadcast messages
Engagement is a deep and meaningful social interaction with your stakeholders
Engagementdb Study Altimeter Group
What Shows Engagement?What Shows Engagement?
People talking about your brand/product/companySaving and sharing contentVisit more frequentlySpend more time on blog or websiteSubscribeHave conversations with youMake suggestions and give feedbackPost comments, opinions reviewsRecommending your company to their friendsLoyalty to your brand
CMO Engagement GapCMO Engagement Gap
The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions.
Key MeasurementKey Measurement
The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness
CMO Council
New Measure of ROI:New Measure of ROI:EngagementEngagement
There are thousands of social media channels, each with a slightly different value proposition
It’s a daunting task to objectively evaluate various marketing efforts across all social mediums Engagement is the best criterion
The Wetpaint/Altimeter Group ENGAGEMENTdb Report
Engagement: The LifebeltEngagement: The Lifebelt
Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit – by a significant difference.
Wet Paint/Altimeter Group
Another Way to View ROIAnother Way to View ROI
What is the ROI of Social Media?
You will still have a business in five years time!
Source: Eric Qualman: The Social Revolution video
Skin MD Natural Case StudySkin MD Natural Case Study
Situation Situation
Launching a new kind of lotion
New categoryNo awareness at
all
ObjectivesObjectives
The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums.
Create a new search term – shielding lotion
Create awareness of the brand Skin MD Natural with dermatologists and the public
Customer EducationCustomer Education
You Tube VideosYou Tube Videos
Pay OffPay Off
Social Media Coaching ProgramSocial Media Coaching Program
Audit of your current social media activitiesRecommendations for improvementHelp you with your strategySet up consistent branding on Twitter, Facebook,
YouTube and Social Media NewsroomSet up a listening post to monitor conversationsContent analysis and strategyEditorial calendarTraining on blogging, tweeting & making good
videosCoaching on your social engagement
@sallyfalkow @sallyfalkow www.twitter.com/sallyfalkowwww.twitter.com/sallyfalkow
http://www.infocomgroup.net/http://www.infocomgroup.net/prtrendsprtrends
