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Social Media Strategy Building Blocks

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Page 1: Social Media Strategy Building Blocks

Social Media Insight & Engagement Building Blocks

Nick Martin Social Media Strategist NickBMartin.com

Page 2: Social Media Strategy Building Blocks

The need for a social media & community management offering stems from the way social media is evolving for business.

• Expectations for returns are increasing• Rising demand for integration between social media & traditional marketing• Objectives for support, customer service, marketing, and insight all seek to be met

The Expectations of Social Media Are Growing

• Conversation focused around driving followers

• Metrics reflect traditional marketing POV: Impressions, reach, etc.

• Objectives for social transition to engagement

• Metrics revolve around overall community health, active users, # of engagements, Shares, etc.

• This year moving forward the focus is on using social to move an audience down the sales cycle

• Metrics moving toward: revenue, leads, etc.

2010 2011 2012

• Social campaigns focused around driving ‘Likes’ on Fan page (contests, games, etc.)

• Traditional marketing featured call-to-action for Facebook, Twitter.

• Establish community management as a role

• More investment in listening & engagement platforms

• Proactively drive the right conversation, in the right places, at the right time

• Systematic approach to engagement

NickBMartin.com

Page 3: Social Media Strategy Building Blocks

Social Media Marketing Still An Emerging Discipline

1. Expectations around objectives and outcomes of community management are still being shaped

2. Market is unclear about community management’s role in:

• Listening & Monitoring• Marketing• Customer Service/Support

3. No systematic approach to achieving goals related to social media engagement

4. Fragmented best practices for fostering advocacy through social media

5. Convergence of search, social, and content requires broad range of skill sets to execute effectively

Current State of Social Media Marketing

Marketers are challenged with a constantly evolving social media landscape where search, social, and content are converging to create an increasingly complex, yet valuable opportunity to connect with a target audience. As expectations regarding the return on social media investment advance, there is more pressure to better understand the role social media plays in a company, and how to leverage online relationships in a predictable and systematic way to drive business results.

Page 4: Social Media Strategy Building Blocks

Building Blocks For A More Competitive Community Management Offering

Page 5: Social Media Strategy Building Blocks

Anatomy Of Online Conversation

Key Takeaways:• Conversations relating to brands are driven primarily by top-down and bottom-up drivers• Organic conversations around products remain relatively constant and provide the best opportunity for 1:1

engagement with the customer

Men

tions

Time

Bots & Spam

Organic Conversation

Reaction to Conversation Drivers (RT’s, Shares, etc.)

Driven by product news, events, high authority blog posts etc.(Opp for

mktg)

Driven by experiences, genuine engagements

(advocacy, C.S)

Creates demand for qualitative assessment of online conversation

Page 6: Social Media Strategy Building Blocks

High authority blog contributors• Reporters• Opinion Leaders• Trend spotters

Drive conversation, perception for target audience

Seed original awareness assets around relevant topics/interests (videos, infographics, etc.)

• Opinion Leaders• Trend Spotters• Celebs

Establish authority around topics/interests

• Connect with other influencers & creators

• Offer opportunities for increased exposure/credibility

• Enable with non-product related resources

• Prospects• Users• Advocates

• Connect around interests or needs

• Share or join in on experiences, opinion, UGC, content that convey how they wish to be perceived

• Support• Customer service• Transform negative experiences

into positive ones• Nurture & promote advocacy

• Creators• Mavens

• Establish authority• Generate business• Influence perception

• Amplify and connect Creators• Win over mavens

Social Media Conversation Drivers

Authoritative Blog Posts

Top

Dow

n D

rive

rs Authoritative Blog Posts

Who What Motivates Them Engagement Tactics

Org

anic

Men

tions

Bott

om U

p D

rive

rs

Key Takeaways:• Understanding conversation drivers enables community managers to listen for the right insights• Segmenting influencers by their online behavior and motivators informs how, why, and when to engage• Influencer segmentation and motivators should also inform content generated for social

Page 7: Social Media Strategy Building Blocks

Target Properties

• Social sharing (SU, Reddit)

• Influential blogs/news outlets.

• High authority influencers

• Targeted influencers (niche audiences)

• Forums• Social networks

• Major Social Networks (FB, LI, Twitter)

• Niche Social Networks If applicable (Tumblr, Flickr, Pinterest etc.)

Content Guidance

PR

SEO

Content/ Event Mktg.

Coord. Support

• Traffic • VOC• SOV

• Traffic • Total followers• Newsletter subscriptions• Leads/ escalations

• Community engagement (mentions, replies)

• Resonance (shares, RT’s)• UGC

Optimize Content & Engagement To Satisfy Objectives

• Broadened appeal • Must resonate with broader

interests• Taps into emotional drivers

• Data & story driven specific to interest/product

• Differentiation aligned with pain points

• Focused on experiences that relate to interests

• Energize customers & advocates

• Satisfies objectives of audience (why did they follow to begin with?

Awareness

Consideration

Conversion

Loyalty

Advocacy

Key Takeaways:• Focus on optimizing content for social sharing assets in a way that supports he objectives of the larger effort • Coordinate with the appropriate stakeholders (PR, SEO, Content/Event Marketing) to amplify the impact • Track metrics that drive business outcomes

Example Health Metrics

Marketers are finding that shouting through social channels doesn’t help drive an audience down the funnel, the key is to systematically engage to activate advocates, partners, and influencers.

Page 8: Social Media Strategy Building Blocks

Closed Loop Approach

Reports

Listening

Content

Engagement

Informs

Enables

Informs

Contributes

Informs

Audience Insight Guidelines

Best Practices(timing, content

etc.)

Activities at every step of the social engagement spectrum inform, enable, or contribute to one another. A closed loop approach to engagement that uses reporting to inform content, messaging, and engagement optimizes the health of a community in owned and earned social media.

Content & Engagement Calendar

Insight into conversation & sentiment surfaces insight into content gaps, messaging, voice,

and audience

Reports offer visibility into where conversations are occurring, why they are taking place, and who’s

talking

Documenting wins, successful engagement, and areas to

improve contributes to recommendations

Content gaps, support resources etc., identified through engagement

Page 9: Social Media Strategy Building Blocks

Listening & Engagement Tools

• Informed by POV on social media engagement• Short, consumable format• Offer view into conversation drivers, competitive

context, brand perception

Asset Summary Differentiators

Monitoring reports from most agencies are long, delivered late, and expensiveHow to differentiate:• Quick turnaround• Actionable insights• Grounded engagement framework

Integrated event, editorial, & engagement calendar

Lack a content & engagement strategy that jives with existing marketing effortsHow to differentiate:• Support existing marketing efforts with

complementary content/engagement optimized for social

• Enables the planning of influencer engagement against objectives

• Informed by POV on social media engagement• Short, consumable format• Offer view into conversation drivers, competitive

context, brand perception

Influencer Database

• Segmented by online behavior/ real influence• Include data on role, industry, following

Future State:• Profile tool integrated with Topsy API that judges

influence by content resonance, frequency, topic etc.

Many agencies still define influence in terms of following, a misleading proxy thanks to follow bots, and “black hat” tactics.How to differentiate:• Influence correlates with ability to satisfy

objectives• Complements engagement framework

Page 10: Social Media Strategy Building Blocks

Contact Information

Nick MartinEmail: [email protected]: NickBMartin.comTwitter: @NickBMartin3