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What are the social media trends that have captured our attention? Which social media tactics and strategies do most companies overlook? What changes can you make to your social media program that will help you sleep better at night? These are the questions we tackled during Identity's "Supercharge Your Social Media" workshop hosted in April 2014.
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4
Supercharge
Your Social Media
Impactful strategies your company shouldn’t ignore in 2014
Hello and
welcome!
Confession TimeI totally love science
The scientific method:
The scientific method:
Ask a question.
The scientific method:
Ask a question. Do background research.
The scientific method:
Ask a question. Do background research. Construct a hypothesis.
The scientific method:
Ask a question. Do background research. Construct a hypothesis. Test with an experiment.
The scientific method:
Ask a question. Do background research. Construct a hypothesis. Test with an experiment. Analyze data and draw a conclusion.
The scientific method:
Ask a question. Do background research. Construct a hypothesis. Test with an experiment. Analyze data and draw a conclusion. Communicate results.
For the past 24 months, we’ve been conducting
new tests.
For the past 24 months, we’ve been conducting
new tests.That’s 3,120 work hours for those counting…
Yes. It appears as if we should join the YouTube.
Doctor, our brand’s social media test results are complete.
What are IMPACTFULstrategies &
tacticscompanies
often overlook?
The opportunities
1 Social brand consistency
2 Employee advocacy
3 Effective targeting
4 Great storytelling
Opportunity 1: Reinforcing Brand
Consistency
Your brand’s
should be clear and consistent
Social Brand Consistency
voice and image
Social media is the window into your brand
Credit: http://www.flickr.com/photos/12285897@N00/2285161661/
Where companies fail:incomplete profiles
inaccurate descriptionsinactive channels
Social Brand Consistency
Employee profiles
and contain appropriate copy and images
Social Brand Consistency
should also be in alignment
Imagine sitting in a customer meeting and everyone has a different business cardCredit: http://www.flickr.com/photos/78779574@N00/6799329398/
78% start with a Web search
According to a 2014 DemandGen report, when B2B buyers begin their
buying process:
Social Brand Consistency
The media also leverages social profiles for stories
Every touch point can positively or negatively
influence your brand
Social Brand Consistency
Create social media brand standards (copy, creative)
Address Consistency
1Develop profile guidelines & suggestions for employees
2Make guidelines part of employee onboarding3
This year alone, we’ve created nearly
a dozen “toolkits” for brands.
Opportunity 2: Promoting Employee
Advocacy
Employees are often a brand’s strongest proponents
Employee Advocacy
59%Percentage of employees who have defended their company online
only 42% of employees knew enough to explain what their employer does to
others
In the same employee activism report conducted by Interpublic and KRC
Research
Employee Advocacy
Employee Advocacy
Social media can help complement or drive
internal communications
Include employees within your social media audiences
Empower Advocates
1Encourage sharing of posts from brand channels
2Distribute approved/suggested social media updates
3
Identity Case Study:
Ross Mortgage
Six months later: Employees
drive nearly 25% of Web
traffic
Opportunity 3: Effective Social Media
Targeting
How can you properly
determine if a social network
is right for your brand?
Social networks provide access to free business intelligence tools
Credit: http://www.flickr.com/photos/66335021@N00/3709203268/
You can target against:Location Age Industry
Seniority Title
Effective Targeting
You can target against:Location Age Industry
Seniority Title
Effective Targeting
Interests
Marital Status Education
Level
Competitors
Behavior
Politics
Listening in on conversations
Effective Targeting
Social advertising adds horsepower to content distribution
Effective Targeting
While targeting can be more effective using
paid platforms, certain networks require more
resources.
Create one mock advertisement for key channels
Leveraging Targeting
1Determine “opportunity pool” for target audience types
2Experiment! Try running a post with advertising backing
3
Nearly 75% of Identity’s social
clients use a form of paid targeting
Opportunity 4: Great Business Storytelling
There is one key conclusion I’ve drawn from all of my tests...
Social media is like an engine. It needs fuel to run.
The best fuel is great content.
Social media is like an engine. It needs fuel to run.
The best fuel is great content.
Social media is like an engine. It needs fuel to run.
The best fuel is great content.
We are past the point where brands can think of their Web presence simply
as a brochure
Great Storytelling
Do these sound like your goals?I want more Web traffic
I want better search engine results
I want people to stay longer on my site
Great Storytelling
Credit: http://www.flickr.com/photos/ejpphoto/2314610838
To influence change, you must create.
Both B2B & B2C brands said “creating
article/blog content”
is the most effective social
marketing tactic(2013 eMarketer study)
HOWEVER,it is also the
mosttime-
consuming and difficult
social marketing tactic.
Ask yourself: Why would a current or
potential customer come back to my site or
channel?
Great Storytelling
Great Storytelling
Identify your primary story channel(s)1Focus on QUALITY over QUANTITY2Create editorial calendars to help define/schedule updates
3
Post.Measure.Analyze.Rinse.
Repeat.
Great Storytelling
Without proper attention, your stories just collect dust.
Identity Case Study:
Absopure
Recap: The opportunities
1 Social brand consistency
2 Employee advocacy
3 Effective targeting
4 Great storytelling
THANK YOU:GO EXPERIMENT!
Your Turn
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