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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
