Deck Created for Digital Metrics Course at UT

SOCIAL MEDIA MARKETING �Measurement & Analysis

Social Media 101 What’s New Campaign Strategy Social Audit Measurement Social Media for a Living Our Story

TODAY’S�AGENDA�

TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

SOCIAL MEDIA: A BRIEF HISTORY �ü  1985 AOL opened ü  1997 Web has 1M sites ü  1998 Google opens ü  2001 Wikipedia launches ü  2002 Friendster ü  2003 MySpace ü  2004 Facebook starts at

Harvard ü  2006 TwiPer launches ü  2007 iPhone is

introduced


WHAT MAKES GREAT CONTENT?�

ü  Is it shareable? ü  Is it relevant? ü  Does it evoke emoUon? ü  Consider your

community & end-‐user’s experience


HOW DO BRANDS ENTER THE CONVERSATION?�

ü  Branded content is key ü  Think differently! ü  Recognize real-‐Ume

trends


#KNOW THE LANGUAGE & THE CHANNELS�


BASIC MEDIA PLAN�“Standard media plan covers four stages: sta3ng media objec.ves, evalua.ng media, selec3ng & implemen3ng channels, & determine budget” Media objec3ves: 1.  Reach 2.  Frequency 3.  Con3nuity (Period of Time or length of Campaign)


SEVEN BUSINESS GOALS OF SOCIAL MEDIA�

ü Brand Awareness ü Lead GeneraUon ü Sales ü Community Building ü ReputaUon/Crisis Management ü Customer Service ü Market Research

Community Size: 5,426 Cadence: Average posts per day: 4, but inconsistent ranging from 1-‐12 posts

Current Proac3ve Content: •  29% Industry (original/curated) •  26% Product •  17% Event •  9% Customers •  10% Foreign Language •  9% Miscellaneous (webinar, voUng and press)

Insights & Tac3cal Opportuni3es: •  Hashtags are only used in 11% of proacUve tweets, leaving an

opportunity for almost 90% of content to improve reach and engagement

•  58% of event-‐related posts included an aPendant’s handle •  Industry content spanned mulUple pillars, and 29%

linked to a third-‐party source •  Casual and light-‐hearted tone of reacUve content contrasts

serious, professional tone of proacUve – integrate a light-‐hearted tone with proacUve content to remain consistent

ProacUve 64%

ReacUve 9%

RTs 27%

Customer 9%

Event 17%

Industry 29%

Product 26%

Misc.

Foreign


SOCIAL AUDIT EXAMPLE �

•  Use relevant hashtags & handles to increase reach & awareness of messaging

•  Thank community for sharing content & maintain reacUve conversaUons



•  Engaging copy & images •  Consistent engagement with community that is aligned with the brand’s voice



Facebook TwiBer LinkedIn Google Plus SlideShare

Client X 1,208 5,434 2,997 1,855 7 followers, 33 slideshares

ARCSight n/a n/a n/a 67 (community) 4 contributors w/ 28 followers & 5

slideshares

Oracle 311,710 149,244 773,155 30,022 34 followers, 0 slideshares

IBM Security 8,313 4,991 0 n/a

Dell 6,033,153 165,459 548,262 346,126 602 followers, 171 slideshares Quest SoLware (Dell SoLware) 7,051 9,105 13,494 1,704 n/a

Splunk 3,801 6,738 11,031 882 41 followers, 58 slideshares

Symantec 38,161 42,356 114,921 4,512 6532 followers, 158 slideshares

Big Fix owned by IBM 697 n/a n/a n/a

Aveksa 151 528 855 31 n/a

SailPoint 303 1,466 1,581 51 15 contributors w/ 152 followers &

0 slideshares



SWOT EXAMPLE �Strengths Opportunities

•  Partnerships & networks: University of Texas, Spredfast, WOMMA, Austin AD Fed

•  Industry experts, experienced/knowledgeable social media marketers

•  Great customer success stories & client list •  Bootstrapped •  Driven, nimble, scrappy & competitive

•  Partnership growth opportunities: Services, training & education

•  Enterprise market with big need for services support

•  Technology market •  Go-to-market plan & PR push

Weaknesses Threats •  Lack formal business education & long-term

experience •  Bootstrapped •  Labor intensive work

•  Competitive market Social media is often “last thought” from budgeting perspective

•  Spredfast dependent



EDITORIAL CALENDAR EXAMPLE �


EDITORIAL CALENDAR EXAMPLE �


CAMPAIGN WORK: THE OFFICE HERO�

CAMPAIGN WORK: THE OFFICE HERO�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

CAMPAIGN WORK: THE FACEBOOK REF�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

DAY-TO-DAY #CMGT: THE NATURAL EPICUREAN�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

SOCIAL MEDIA MEASUREMENT�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

#1 Engagement: Click, share, retweet, menUon, comment, like

#3 Ac3vity: Number of pieces of content published

#2 Reach: Number of impressions & potenUal reach of your message

SOCIAL MEDIA MEASUREMENT: TAGGING �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

MEASUREMENT: FACEBOOK INSIGHTS�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

#1 Type: Video, link, photo

#3 Engagement: Clicks, Likes, Comments

#2 Reach: Organic, paid

MEDIA COMMUNICATIONS 2013 �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

AVERAGE SIZE OF A COPORATE SOCIAL TEAM: 11 �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

Source: AlUmeter Jeremiah Owyang


TOOLS: PUBLISHING, LISTENING & COLLABORATING �


BACKGROUND: SOCIAL DISTILLERY, INC.�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

SOCIAL DISTILLERY: THE PEOPLE �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �

SOCIAL DISTILLERY: SERVICES�ü  Community Management

ü  Strategy & Analysis ü  EducaUon & Training ü  Social media markeUng (adverUsing)

ü  Campaign IdeaUon & ExecuUon

ü  Content ProducUon (blogs) ü  Email MarkeUng

ü  Facebook app ü  ConsulUng


STAY IN TOUCH!�

Follow us at:

Facebook.com/socialdisUllery

@SocialDisUller

@KrisSuss