Social Media Marketing

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Social Media Marketing

• Lecture 5
• Social Media Marketing Strategy

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Social Media Marketing Strategy

• Social Media ? New ways to market(ing)
• Engagement via online conversations
• Markets Conversations (Cluetrain Manifesto)
• Value Proposition Sustained Conversations that
  shape perceptions
• Peer Recommendation Trusted Advertising
• Within 2 years, 50 of all U.S. newspapers will
  have ceased operation (Forrester Research)
• 2010 82 of companies use SMM
• Greatest Barrier Lack of Knowledge

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SM4A Strategy
(Sections based on Expansion Plus, Inc.
September 2009, by Sally Falkow)
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SM4A Strategy
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Listen to Online Conversations

• SM Research for 0
• SM Online conversations to learn
• About you (or about them)
• Who / What communities are talking
• What is being said (? -?)
• Where are they talking
• What content resonates with audience
• Who are the influencers
• KSF SM4A Strategy Roadmap

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Listen to Online Conversations

• Blog Buzz
• Google Blog Search
• IceRocket
• BlogPulse
• Backtype

• Brand Mentions
• Google News Alerts
• Yahoo News
• Socialmention
• How Sociable
• Moreover ()
• RSS Reader, like NetVibes

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Listen to Online Conversations

• Trends
• Google Trends
• Google Insights
• Trendrr
• Message Boards
• BoardTracker
• BoardReader
• Google Groups

• Twitter
• Twitter Search
• Twilert
• TweetBeep
• Twazzup
• Hashtags
• Twitrratr

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Listen to Online Conversations

• Subscription Tools
• Radian6
• Trackur
• Nielsen BuzzMetrics
• BrandsEye
• Visible Technologies
• BuzzLogic
• Alterian SM2

• Multimedia
• YouTube
• Flickr
• PhotoBucket
• Truveo
• MetaCafe
• Viral Video Chart

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SM4A Strategy
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Find Bloggers Communities

• Infinite of blogs, SNS, tweeps
• Research/Listen to learn who where to engage
• Influencers opinion leaders whose advise is
  sought, trusted, acted upon by consumers
• Increasing of influencers
• 2006 16
• 2011 20
• Are you reaching the right people?

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Find Bloggers Communities
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Find Bloggers Communities

• Find bloggers who talk about your industry, but
  have not mentioned your company
• Monitor blog posts (e.g. Google Blog Search)
• Track mentions of your organization keywords
• Newsvine, digg, StumbleUpon, Kirtsy
• Track content of your brand industry on SNS

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Find Bloggers Communities

• There are communities for anything everything!
• A Small World Private, intl community of
  influential people
• English Companion English teachers network
• QuiltingFriends Quilters

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SM4A Strategy
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Identify Influencers

• Influence implicit or explicit effect of one
  thing (or person) on another
• Does size matter?
• Maybe! -) More followers/fans is not always
  better
• Influence is Accuracy Trust
• Bloggers who cause others to take action, change
  perceptions, change behaviors

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Identify Influencers

• Traffic
• Unique visitors, page views, RSS subscribers
• Inbound links
• Contextual links from high-ranked sites/blogs
• Reader engagement
• Time spent on site, comments
• Recommendations
• RTs, bookmarks, tags, shared content

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Identify Influencers

• Connections
• of followers, mutual connections across sites
• Track Record
• Age of domain, of blog posts, length of
  engagement
• Traffic Referred to your website/blog
• Analytics on referring sites
• Conversion rate of visitors
• Analyze conversion by referring site

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SM4A Strategy
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Develop a Content Strategy

• Why do people return to a website?
• Content (is king)
• Quality content ? Read ? Saved ? Tagged ? Shared

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Mobile Social ? Media Richness

• Mobile phones will increasingly become the glue
  that holds the social graph together, offering
  creative tools and immediacy, presence,
  location, and context when interacting with the
  real world (Husson et al., 2009)
• Richer, more personal communication is typically
  more effective than leaner, less rich media"
  (Newberry, 2001)

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Media Richness
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Facebook Infon Richness

• 'Wall a vehicle for unaddressed, public
  messages
• Text and/or Video
• Low information richness
• Mentions addressed, public
• Messages addressed private, between 2 users
• Greater information richness
• Chat synchronous yet text-based

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Twitter Infon Richness

• Tweets Public, unaddressed ? leaner
• Private, addressed Direct Messages ? richer
• Linking photos links to websites accessible on
  mobiles ? even richer
• Twitter message length is 140 characters
• Leaner than SMS (256 characters)

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Content Placement Strategy
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Develop your Content Strategy
FREQUENCY
MEDIUM / VEHICLE

• FB Wall Posts
• FB Updates
• FB Messages
• FB Chat
• TWI Public tweets
• TWI Public Mentions
• TWI Direct Messages
• SMS Broadcast
• SMS Key Recipients
• Upload Videos / Photos

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SM4A Strategy
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Pick SM Tools

• Selection of tools follows content strategy
• If its about a community ? Facebook
• If its about conversations ? Twitter
• If its about viral video ? YouTube
• If its about images ? Flickr
• Benefit grows exponential the more media we use

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Pick SM Tools

• SNS
• Blogs
• Microblogging
• Images
• Video
• SM News Sites
• News Feeds (RSS)
• Podcasts

• Search Optimized articles / press releases
• SM News Release format- w/ multimedia social
  bookmarks
• Widgets

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Additional Suggested Tools

• Photo editing
• Photoshop A premier product ()
• Splashup Free, polished interface, tools
  palettes modeled after Photoshop (e.g. layers)
• Picnik Most popular web-based photo editor
  integrated with Flickr
• Video editing
• iMovie (Mac) MovieMaker (PC) ()
• JayCut Online free video editor (demo)
• Animoto Make video of photos music available

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SM4A Strategy
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Engage Facilitate Conversation

• Biggest SM mistakes
• Create abandon
• Broadcast only
• SM 2-way conversations ? active participants
• Engaged customers ? Greater LTV
• Customer acquisition retention strategy
• 93 of Web users expect a Co. to be on SM to be
  able to engage with that company
• Still, most organizations do not engage audience

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Engage Facilitate Conversation
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Engage Facilitate Conversation
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SM4A Strategy
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Measure Results

• If you cant measure it, you cant manage it
• Measure based on Objectives
• Objectives should have measurable goals
• Evaluate data conclude
• Return on Engagement
• How many clicked a blog post link?
• How many RTs?
• How many comments/likes/shares of blog posts?
• How many followers do those who RT you have?
• Track Growth of SoV Compare posts/tweets/imgs

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Establish Share of Voice

• Share of Market (SoM) of YOU earn
• Relative to your industry
• Share of Voice (SoV) of Mentions about YOU
• SoV ? SoM
• Different SoV Strategies in traditional MKTG
• Less costly but more challenging in
• Key SMM metric Gain in SoV

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Measure Results

• Share of Conversation
• Total of posts/tweets about universities
  IESEG
• --------------------------------------------------
  ----------------
• Total of posts/tweets about universities
• Degree to which a brand is associated with the
  problem/need that it is setting out to help with

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Set Goals Benchmarks

• Team Consensus
• Measurable Time specified
• Contingency Planning
• Sample SM Business Goals
• Brand Reputation
• Dell Hell reverse -/ comments
• Brand Awareness
• Skin MD Shielding Lotion search term in every
  country
• SoV
• Reeds Grow SoV in gingerchat (re
  products/benefits)

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Set Goals Benchmarks

• Sample SM Business Goals
• Thought Leadership
• Sun Microsystems Revitalize brand
• Sales (increase by ... to by dd/mm/yy)
• StormHoek Wines Send wine to bloggers ? 400
• Burpee Seeds Daily RSS on news/tips/coupons ?
  400
• Will It Blend Videos ? 500
• RD Spending
• Dells Idea Storm, My Starbucks Idea
• 98 of consumers Id def buy a product I helped
  evolve

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Conclusion

• Markets are conversations
• Speak, Listen, Learn Respond/Act
• Most people visit a website to learn more ? SM
  objective (often) drive traffic to website
• How do you aggregate host all SM content on
  website?

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Linking SM Web
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Linking SM Web
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Linking SM Web
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Linking SM Web
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Linking SM Web
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Linking SM Web
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Linking SM Web
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Break! ?