How To Make Social Media Work For Your Organization

Social Media Marketing. How to make this ‘new’ communication

work for your organization

“Only 12% of CEOs think their organization is effectively using social media.” - IBM CEO Survey

Social Media Marketing

What is Social Media?

Social Media Marketing

Social Media Marketing

What does it mean to “do” social media?

Social Media Marketing

Social Media Marketing is a combination of…

• Community Management

• Content Development

• Strategy and Campaign Development

• Advertising

• Research and Analytics

Social Media Marketing

What’s the point? What are the goals of social media marketing?

Social Media Marketing

Social Media Marketing

Awareness

• Be considered

• Create “buzz”

• Can be hard to measure

• Everyone claims they’re okay with this…. But then asks, “What’s the ROI”

Social Media Marketing

Loyalty

• Reaffirm a choice

• Post-purchase, post-sign up

• “Get people to subscribe to your thinking”

• Long-term nature of social

Social Media Marketing

Sales

• What most businesses want

• Easy to prove with E-commerce, harder with brick-and-mortar

• Rely on coupons, promotions

Social Media Marketing

Customer Service

• Dedicated teams, dedicated accounts

• Would you ignore a phone call?

• Communication (and complaints) are evolving

• Create a process

Social Media Marketing

Insights

• Social Listening, Social Monitoring, Trend Forecasting

• Tools like Radian6, Sysomos, Sprout, etc.

• … or Google Alerts

• “The Pinterest Effect”

• How many of you are selling pumpkin-flavored coffee this year?

Social Media Marketing

The networks. Which ones should we use? What is the ‘next best thing’?

Social Media Marketing

Consider your goals, audience and resources.

Social Media Marketing

Facebook, Twitter, YouTube, Vine Instagram, Pinterest, 4sq, Swarm, Path, Snapchat, Yelp

Social Media MarketingSocial Media

The Basics: Facebook + Twitter

Social Media Marketing

Facebook

• Largest social network – in terms of users and businesses

• 1 billion active users

• Trending older

• Other networks often follow it’s functionality (header images, advertising model, newsfeed algorithm)

Social Media Marketing

Twitter

• 200+ million users

• Started as a text messaging service for bike delivery

• 140 characters

• It’s language paves the way

Social Media Marketing

Social Media & Content Marketing

What kind of content works best on Facebook and Twitter?

• Links out to websites – recent changes to FB’s algorithm support this

• Photos still popular

• Direct CTAs

• Memes/Humor can go viral

• Tagging partners, brands, other organizations

Social Media Marketing

What kind of content works best on Facebook and Twitter? (cont.)

• Videos auto-play on Facebook now

• Twitter still dominates for live event coverage and breaking news

Social Media Marketing

What else is FB and Twitter known for?

• Facebook Insights rivals most paid services

• ‘Trending’ topics is a great tool

• Advertising options

• Frequency - Facebook you can post less often; Twitter is more disposable

Social Media Marketing

Visual Content Champs: Instagram, Snapchat + Pinterest

Social Media Marketing

Instagram

• Younger audience – “Most important” network

• Expanded into video, Hyperlapse

• Content often lifestyle, aspirational

• “Link in profile”

• Less viral nature

• Hashtags rule

Social Media Marketing

Snapchat

• Younger, highly active users

• The vanishing message has paved the way for other apps like Secret, Whisper

• ‘Stories’ have made it ad-friendly

• Requires a playful, friendly, humorous tone

• Still requires a lot of cross promotion

Social Media Marketing

Pinterest

• Female, older… and wealthier

• Visual bookmarking, ‘virtual cork board’

• Images link back to more content on a website

• Food and drink is most popular category

• Viral nature, more so than Instagram and Snapchat

• Still plagued by legal issues

Social Media Marketing

Press Play: YouTube, Vine

Social Media Marketing

YouTube

• 72 hours uploaded every minute

• Being used more and more as a video player

• Cross promotion

• Channel trailers

• CTA overlays, end slates

• Connection with Google+ makes it a strong SEO player

Social Media Marketing

Vine

• New kid on the block

• 6-second video format paved the way for Instagram video

• Five vines tweeted every second (reliance on cross promotion?)

• Younger demo (18-20, female)

• Humor, creativity play well

Social Media Marketing

Location, Location: Swarm, Foursquare, Yelp, NextDoor

Social Media Marketing

Swarm

• Formerly known as ‘Foursquare’

• Location-based check ins

• Success requires adoption

• Privacy concerns

• Will push-notification offers live on Swarm (the check-in) or Foursquare (the discovery)?

Social Media Marketing

Foursquare, Yelp

• Reviews, Discovery

• Opportunity for users to become ‘elites’ or ‘experts’

• Yelp benefits from community management

• Lots of competition in the review world – TripAdvisor, forums, ‘word of mouse’

• Of note: In 2013, Foursquare was 60% Male

Social Media Marketing

NextDoor

• Hyperlocal, neighborhood-based

• 1 in 4 U.S. neighborhoods

• Verification process to join

• Less narcissism, selfies

• More like a forum

• “Not for commercial use”

Social Media Marketing

Can I Pay-To-Play? !

Social Media Marketing

Search Engine Marketing (SEM) vs. Social Advertising

Social Media Marketing

What’s the difference?

• SEM, also known as ‘PPC’ or pay-per-click

• Google Adwords, Bing Ads

• Ad served based on keywords searched

• Success usually measured in clicks, CTR

Social Media Marketing

What’s the difference?

• Social Advertising is available on networks like Facebook, Twitter, Linkedin, Instagram, Pinterest…

• Ads served based on interests, employment, etc.

• Less like an ad, and more like content

• Often higher cost, but targeting is more focused

• What’s success? Click, like, RT, share….

Social Media Marketing

Building the Foundation !

Social Media Marketing

Brand Voice

Social Media Marketing

Brand Voice

Social Media Marketing

“People don’t buy what you do, they buy why you do it.”

Brand Attributes

Social Media Marketing

Brand Attributes

Social Media Marketing

Describe the brand as if it were a person.

Audience Profiles

Social Media Marketing

Audience Profiles

Social Media Marketing

Key pain points, challenges, messages that resonate.

Content Categories

Social Media Marketing

Content Categories

Social Media Marketing

What would your Pinterest boards be?

Channel Guidelines

Social Media Marketing

Channel Guidelines

Social Media Marketing

Frequency, tone, popular hashtags, best practices.

Content Calendars + Checklists

Social Media Marketing

Content Calendars + Checklists

Social Media Marketing

Start with key events, deadlines and work from there.

Measurement + Analytics

Social Media Marketing

Measurement + Analytics

Social Media Marketing

Answer the 5 W’s.

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