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The Science of Social Media Marketing Ready to go viral?

The Science Of Social Media Marketing

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Social Media Strategy

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Page 1: The Science Of Social Media Marketing

The Science of Social Media  Marketing

Ready to go viral?

Page 2: The Science Of Social Media Marketing

Defining Social Media Marketing

Page 3: The Science Of Social Media Marketing

What is web 2.0?

“We're moving away from 'users,' 'customers,' and  'shoppers.' Social media is bringing back the human 

element to all digital interaction.”

ReadWriteWeb

Page 4: The Science Of Social Media Marketing

Who is this for?

• For all users!• Low investments

Social Media Strategist

Football fansWeb 2.O geek, trend watchers

ProfessionalsTravelers

Page 5: The Science Of Social Media Marketing

Key platforms : Be aware of the  options, but don’t over commit

Wikis

Blogs

Visual Content

Online Collab.

Shareand

Store

SocialNetworks

Twitter

Page 6: The Science Of Social Media Marketing

Key platforms

• Communication and Promotional Tools

– Social Networks– Blogs– Twitter– Multimedia content (video / photos / ppt)

• Organizational Efficiencies 

– Wikis / crowd source

– Share, access, store– Cloud‐collaboration

Blogs

Twitter

WikisShareand

Store

SocialNetworks

Online Collab.

Multimedia Content

Page 7: The Science Of Social Media Marketing

• What is out there?

– LinkedIn : ecosystem– Facebook

:  friends

– Twitter : communications

– Ning

: organizations

– MySpace : music

Social Networks

• So I have a page, now what?

– Upload contacts– Spark two‐way conversations– Animation (blog, …)

Page 8: The Science Of Social Media Marketing

Networks

PROFESSIONAL SOCIAL

Page 9: The Science Of Social Media Marketing

• What is it?– Permanency of blogging – Utility of emailing– Sociality– Agility of text

• Why join?– Disseminate information– Converse and share– Build a network– Gain insights

Twitter

• Who uses it?– The media– Politicians– C‐level executives; decision makers– Brands and organizations– Online influentials

Page 10: The Science Of Social Media Marketing

• Why you need it:– A picture is worth…– Tell your story; create a 

lasting resource– Make it compelling; short 

and something you’d pass on – Create assets to share with 

on and offline media outlets

Multimedia Content

• Why you need it:– A picture is worth…– Tell your story; create a 

lasting resource– Make it compelling; short and 

something you’d pass on – Create assets to share with 

on and offline media outlets

Page 11: The Science Of Social Media Marketing

Multimedia content

Page 12: The Science Of Social Media Marketing

• Not “just a blog”

many 

considerations:– Your organization’s blog– Influencer blogs– Employee blogs– Coalition / member blogs– Competitor / adversary blogs

Blogs

• Permanent, but imperfect – many 

decisions:– Software– Engagement strategy– Message and positioning– Intelligence and tracking

Page 13: The Science Of Social Media Marketing

• What are wikis?– Collaborative resource– Relies on “wisdom of the 

crowds”

– Not always accurate, 

buuuuut…here comes 

everybody!

Wikis• Why you need them:

– Define the debate at point of 

research: Wikipedia

– Replace internal intranets– Create a puzzle‐piece mentality 

that encourages more 

participation and knowledge‐

sharing

– Enable easy access– Document evolution and keep 

definitions dynamic (e.g., of your 

issue / organization)

Page 14: The Science Of Social Media Marketing

ShareandStore

Docs

• What tools are available?– Google Docs – Google Reader / RSS– Slideshare– Delicious– YouSendIt– TinyURLs– “Share This”

• Why you need them:– Cost effective ($0)– Accessible anywhere– Time‐saving– Searchable; can make public

Page 15: The Science Of Social Media Marketing

Social Media Strategy

Page 16: The Science Of Social Media Marketing

Why social media?

• Lowers

the transaction costs for individuals to organize, connect and 

discover 

• Corrects

the asymmetry of information that often exists between brands 

and consumers

• Online tools are, at their core, simple and effective; they help actualize 

things offline in a faster, more stream‐lined way

• The online space allows for social capital, links, resources and

information 

to be exchanged, stored and referenced ad infinitum

• Supports and amplifies offline efforts

Page 17: The Science Of Social Media Marketing

The 7 Steps to planning and  executing a web 2.0 Campaign

1.

Set goals

2.

Establish team roles

3.

Brand and integrate campaign elements

4.

Scope, research, understand 

5.

Evaluate and select platforms

6.

Document

Page 18: The Science Of Social Media Marketing

ANALYZE

Providing Intelligence– Audits, Reporting, Analysis and Metrics– Wikipedia Monitoring and Management

PROTECT

Helping Defend Your Issue– Monitoring and Reputation Management – Analysis, Assessment and Strategic Response

PROMOTE

Moving Information– Digital Public Relations – Social Media Engagement– Search Engine Consulting and Optimization – Grassroots Messaging

‐1‐

Defining a strategy

Page 19: The Science Of Social Media Marketing

• Basic metrics

– Connections, fans, wall posts– Video views, comments and subscriptions

– Visitors and link‐backs to your site and/or blog– Blog and Twitter buzz –

quantity and impressions

– Tonal reaction (positive/negative)– Benchmark reports (beginning/end; weekly/monthly)

• Campaign‐dependent metrics

– Actions taken– Voters, constituents, consumers

– Launching point for future efforts

Quantitative tools to gauge success 

Page 20: The Science Of Social Media Marketing

Quantitative tools to gauge success 

sitemeter.com(some bloggers display this on their sites)

google.com/analytics(set this up if you are running a site, unique visitors for Facebook)

compete.com(compare and evaluate web traffic)

tweetstats.com

& trackzor.com(stats from Tweeter / Facebook, MySpace)

mybloglog.com(stats on Flickr, MySpace and Wordpress)

Page 21: The Science Of Social Media Marketing

‐2‐

Define team roles

• Social Web Presence

– Community Manager: Communicates on behalf of the campaign, 

under their own name, everywhere online

– Brand Manager: Ensures that message and aesthetics are consistent 

across entire campaign (on and offline) 

– Analyst: Tracks, records and reports on campaign successes; helps 

recalibrate where needed

Page 22: The Science Of Social Media Marketing

‐3‐

Brand and identity guideline

• Brand– Use the same graphic element – Use the Corporate Identity Guideline– Write a mission statement and tagline

• Integrate– Store everything in the “cloud”

(wiki, Google docs,…)– Connect what you are doing offline, online (and vice‐versa)– Lean on digital and social technologies to help you disseminate 

your message and connect with stakeholders

Page 23: The Science Of Social Media Marketing

‐4‐

Scope, research, understand • Scope

the terms, issues and individuals you want to learn more about,

engage and inform

• Research the issues/people you are targeting– Google news and Google blog search– Technorati

blog search– Live Journal (tend to be most personal)– MySpace (blog posts can be similar to LJ)

• Understand the people you want to reach– Message analysis (what resonates?)– Look at “About”

pages and bios– Prepare to reach out over email, Facebook, Twitter, Linkedin,…

Page 24: The Science Of Social Media Marketing

‐5‐

Select Platforms

Page 25: The Science Of Social Media Marketing

Cross‐media campaign

LINKEDIN

Wikis Blogs

Shareand

Store

Multimedia Content

Page 26: The Science Of Social Media Marketing

‐6‐

Document everything

• There are two stories at play

here – find a way to tell both

– The one that you are working to articulate through the campaign 

itself:  planned and under control

– The one that is ‘behind‐the‐scenes’

/ ‘making‐of’

experience: mainly 

uncontrolled ! 

Need community management!

Page 27: The Science Of Social Media Marketing

Web 2.0 is a garden: plant,  water, weed, maintain; 

repeat!

Page 28: The Science Of Social Media Marketing

@lbano

Masino

Social Media Strategisthttp://be.linkedin.com/in/albanomasinohttp://twitter.com/AlbanoMasino

More questions?