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Social
Media Proposal
Why Social? Let’s remember the basics.
S ells your story
rganic search
ustomers are talking, asking and looking
nvitation into customer’s social circle
ll about loyalty and retention
ook authentic and trustworthy
I
C
O
A
L
“ In a world where 80% of consumers
Google a product or service before
purchasing it, invisibility is a fate much
worse than failure. ”
- Matthew Capala
Social media takes digital marketing past visibility to
make a brand real, authentic and cool.
Top 8 Social Media Benefits SEEN BY Marketers
Facebook, LinkedIn, Twitter and YouTube are the most important platforms.
[V
A…
Increased exposure
[V
A…
Increased traffic
[V
A…
Developed loyal fans
[V
A…
Gained marketplace intelligence
[V
A…
Generated leads
[V
A…
Improved search rankings
[V
A…
Grown business partnerships
[V
A…
Established thought leadership
Blogging, visual assets and videos are the most important content.
Social Media Examiner, 2015 Social Media Marketing Report
Social media will always be a trailing indictor of purchase, never a leading indictor of purchase.
84% of Facebook fans are current or
former customers
79% of consumers trust online reviews as much as personal recommendations
90% of consumers trust recommendations from friends
70% of people read and believe online reviews before purchasing
73% say they are ‘more likely’ to buy a specific model or brand
if they find positive comments on social media
(Only 25% of Americans trust advertisements)
Quick Overview
skews towards a college aged demographic
used by all ages and is typically combined
with a least one other network.
is the only platform whose users
are mostly middle aged
preferred by teens
has the youngest users
is dominated by men
reaches more young adults
than any cable TV network
is dominated by women
Facebook USER
36%
33%
16%
8%
4% 3%
33%
30%
17%
11%
6% 4%
18-24 25-34 35-44 45-54 55-64 65+
Men Women
45% Women
55% Men
13
17
36
49
70
25
29
24
24
17
61
52
40
26
12
L inkedin
Twi t ter
Daily Weekly Less Often
Usage Time
per Network
Where ARE WE? A look into what we are currently doing.
Problem #1: We Look At Social As A one Man Job.
“ There was a time long ago when dinosaurs
ruled the earth and organizations considered
it acceptable to have one person who ‘got’
social media on staff. ”
- Andrew Hanelly, McMURRY/TMG
Andrea Hanelly, July 11, 2014. “Death of the Social Media Guy.” McMURRY/TMG.
Social media is a team effort,
not a solo act.
1) Social should be considered as an extension to
any other campaign. Don’t bolt social media on as
an afterthought. Incorporate it into the DNA of your
strategy.
2) Social should be treated like a tool and not like a
checklist. Organizations are missing the potential
impact social can have when leveraged by the
entire organization.
Problem #2: Social Media is no Longer Free.
Open your wallet. Social media is no longer called unpaid media.
Fact: You will have to spend money to see results.
6% organic reach on Facebook for
company pages
tweets will soon be
ads on Twitter
“ Social media marketing is now advertising. It’s largely a media planning and buying exercise –
emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s
the opposite of connecting or listening – it’s once again broadcasting. ” – AdAge
1 In 20
Problem #3: WE are missing the Advertising Potential.
Can you reach customers who aren’t Facebook fans?
Custom Audiences targets users using an email list, IP list or
phone numbers. A.
Can I reach an audience based on their offline activities?
Partner Categories can target an audience based on information
people do off Facebook. Data providers can help target
customers based on model of car and/or year purchased.
Q.
A.
Can you find new potential customers?
Lookalike Audiences targets users based on zip codes or Facebook
likes such as “Ford” or “Trucks” or competitor brands.
Q.
A.
Facebook has powerful targeting tools.
Q. Average Americans
spend 40 minutes
a day on Facebook.
86% of Americans
Mute, Change
the Channel or
Fast-Forward
Commercials.
Overview of Facebook Ads
Type of Ad Use Visibility
App Ad Directs users back to Facebook application Right-hand Side
Domain Ad Directs users off-site for conversions Right-hand side
Event Ad Directs user to Facebook events All placements
Mobile App Ad Directs user to Apple App Store or Google Play News feed on mobile
Page Like Ad Directs user to Facebook pages or users can like the brand
directly from the ad All placements
Page Post Ad Promotes posts in order to increase their reach or
direct user back to website All placements
Offer Ad Promote an offer redeemable in a physical store or online All placements
Sponsored Stories Interactions from friends such as a page or post likes, attending
an event, etc. are shown in the News Feed All placements
Facebook Exchange
(FBX) Retargets website visitors to recapture and convert lost customers All placements
Problem #4: Dealers Are not Convinced
They aren’t alone.
42% of marketers feel like their
Facebook efforts aren’t working.
“It’s like the old days: You need
to be in the Yellow Pages. But is it
going to meaningfully drive your
business? Probably not.”
– Chris Lou, FiveStars
Large companies have learned to stand out with lots of hand-holding from social networks, but most local business are left on their own and remain stumped by social marketing.
Dealers are very reactionary. If they can’t see results, they
won’t continue.
Where To Now? The way to do social and do it well.
Top Three AREAs To Begin
Content Management
Reputation Management
Paid Social
1.
2.
3.
Content leads to conversations, conversations build
relationships, and relationships result in ROI.
Content
Management
Stats
Best Practices
Recommendations
Content Overload
20 million emails were written in the time it took to read this sentence.
Each day we receive 285 pieces of content, including 54,000
words and 443 minutes of video.
Each minute there are 1,000 tweets, more than 500 containing
YouTube links.
Each second 58 photos are added to Instagram.
Americans spend 60 hours a week consuming content online. Vs. Americans spending 34 hours a week watching TV.
Show the people behind the logo?
Humanize the brand?
Talk at them or talk with them?
Push a message or tell a story?
Make people appreciative?
Solve customers’ problems?
Look visually appealing?
Come bite-sized?
Seem relevant, useful or valuable?
Does my CONTENT…
Is my Content creating a tribe?
a group of people connected to one
another and connected to an idea.
Emotion. When we care, we share.
Social Proof. We’ll share what makes us look smart, cool and saavy.
Practical Value. If your content is useful, people will spread the word.
Stories. The undercurrent of contagious content.
Trending topics. Enhanced with your brand’s perspectives.
Humor. Of course.
Shock. Be bold and add drama. People expect this now.
Shareable Content
Kept It simple , selfless & A
Challenge.
2.4 million video uploads to
Wikipedia page soared from 163K
to 2.9M in August
2014 Total Donations: $100M
2013 Total Donations: $2.7M
#SHARE A COKE ALS: Ice Bucket challenge
MINI: NOT Normal
Gave consumers famE & Let
them share an experience.
Young adult consumption up 7%,
most successful summer ever.
Traffic on Coke Facebook site
increased by 870% and the
Facebook page grew 39%.
Sales rose 2.5% during the
campaign, first time in a decade.
Content That Worked
Focused on the fandom & kept it
authentic.
In 6 weeks, 230,000 people engaged
via social media
29,420 new fans and followers were
recruited, Twitter following tripled
3,853 visitors to the campaign hub,
11% became qualified dealership
leads
PUt it Into Practice
Set your goals. Have a strategy.
Decide how to measure success.
Start with one social media outlet.
Engage with influencers in your industry.
Respond to everyone reaching out.
1.
2.
3.
4.
5.
Best Practices
Repost positive reviews
Post at least three to five times per week
Enhance rewards for Facebook check-ins
Ask members of your organization to follow the page
Don’t post the same things to Facebook as Twitter
1.
2.
3.
4.
5. Half-life of A Post: 90 minutes
Best Practices
Craft a strategic @username and bio
Understand why people follow you.
What can’t they hear on Facebook?
Tweet daily or multiple times per day if possible
using hashtags.
Respond and follow back with some immediacy.
Use Direct Messages for specific questions.
Keep your posts to 100 characters with link in
the middle.
Half-life of a tweet: 18 minutes
1.
2.
3.
4.
5.
Best Practices: Other Key Sites
YouTube
1. Use descriptive keywords 2. Choose appealing thumbnails 3. Create unique first and last frames 4. Keep videos under two minutes long
1. Post only your best shot, not every shot 2. Tag locations and use hashtags 3. Know how to delete your comments to retype them
1. Have a complete profile 2. Take advantage of search
Account Team, Social Media Manager and Content Creator plans out annual content calendar. Before each month the team meets to make changes, get details and set deadlines.
Ideal Workflow
Content Creator
prepares drafts
two weeks in
advance and
sends to AE for
approval.
AE approves
drafts after
changes have
been made or
dealer consulted
as necessary.
Content Creator
finalizes drafts.
Social Media
Manager
schedules final
approved posts,
monitors
engagement and
responds.
Social Media
Manager creates
monthly reports
for Account Team
and Content
Creator to see how
users engaged
and makes
recommendations
for month ahead.
Reputation
Management
Stats
Best Practices
Recommendations
Reputation Matters
Of survey respondents will
use a local business if it has
a 4-star rating
72% of consumers will
use a local business if it has
a 3 star rating.
92%
Say they read up to TEN
reviews before they feel they
can trust a business. 85% Dealerships are listed
where “reputation” matters most
(behind doctors, restaurants, and
hotels).
4th
Word of Mouth is the #1
recommendation method,
with Facebook #2.
Best Practices: ORM
Register your dealership
Respond to every negative review quickly
1. Reach out to them privately.
2. Listen to their concerns with the goal of understanding and sympathizing, not disputing.
3. Apologize and assure to try to resolve the issue.
4. Do not ask customers to go back and delete or edit their review.
5. Post a follow-up response to the original review.
Best Practices: ORM
Respond to only one in every seven positive reviews.
Have a business culture that influences great reviews.
• Yelp reviewers need a track record
• Asking someone to write a review at the dealership hurts SEO
• Email customer survey before they vent on third party sites
Use all reviews as feedback to make better business decisions.
PAID
SOCIAL
Stats
Best Practices
Recommendations
On Facebook, desktop ads have a 8.1X higher CTR and mobile ads have a 9.1X higher CTR than normal web ads.
71% of agencies run social ads with online advertising.
Marketers Are increasingly viewing and using paid social media as an integrated
tool, Primarily for Branding.
PAid Social Is Digital Advertising
0.19% 0.18%
0.20%
0.07% 0.07% 0.07%
APR-14 MAY-14 JUN-14
Display CTR Comparison
Marketers who retarget on FB + Web
Marketers who only retarget on Web
0.10% 0.09%
0.08%
0.06% 0.07%
0.05%
APR-14 MAY-14 JUN-14
Facebook CTR Comparison
Marketers who retarget on FB + Web
Marketers who only retarget on FB
Banner Ads Get Blocked
On average, 9.26% of impressions were found to be ad-blocked, with some sites reaching 50%.
The more tech savvy, the higher rate of ad blocking.
PageFair says that 22.7% of web surfers are blocking ads.
35% of Firefox users block ads
30% of Chrome users block ads
<1% of Explorer users block ads
Facebook News Feed ads are safe.
Best practices
Define campaign’s primary advertising objective before
campaign start.
Focus on narrowly segmented audiences.
Promote content that has gained some engagement
organically.
Rotate ads every 3 to 5 days to keep content fresh and
engaging to keep high CTR.
Send out several “test” ads to small audiences, tracking
the results, and then pushing winning ads to larger
groups. It’s cheaper and more effective.
1.
2.
3.
4.
5. Your promoted posts should
complement, connect and
amplify as part of your larger
marketing strategy. - AdAge
