Social Marketing (Presented at St. John's 120213)

Steve Goldner (a.k.a. Social Steve)

• Digital & Social Marketing Executive

• [email protected]• http://socialsteve.wordpress.com• Tweeting as: @SocialSteve

What is Social Media?

What is Social Marketing?

Are They the Same?

Social Media – channels, NOT just Facebook

Social Bookmarks

Comment and reputation

Blogs (platforms and communities)

Micromedia

Lifestreams

Twitter (really it’s own category)

Social networks

Niche social networks

Customer service networks

Video

Pictures

Music

Events

Documents

Livecasting

Wikis

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What is social marketing?Strategy, plans, execution, and measurement to yield

– Two-way brand communication and engagement– Word-of-mouth referrals via social media channels

To influence– Brand awareness– Purchase decisions– Customer loyalty– Brand advocacy

between brand and user

between user and usertalking about

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What is the Objective of

Social Marketing?

Social marketing objective

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Build relationships with target market

Produce brand preference

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A Business Must - Why

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Nearly 1/2 US population are social network users

Source: eMarketer, Feb 2012; confirmed and republished, Aug 2012

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Why is social a business imperative

“engaged customers spend 30% more” (Bain and Company)

“71% likelihood of purchase when referred by social media” (Hubspot)

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Social Marketing

and the consumer journey

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The consumer journey

Awareness

Consideration

Conversion - Sale

Loyalty

Advocacy

Interest

Evaluation

Complete assessment

Satisfaction defined

Word of Mouth

Everyone

Target Market

Prospects

Customers

Repeat Customer

Promoters

CustomerLove Meter

FUNNEL STATE INDIVIDUAL STATEGROUP

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The marketing funnel isn’t a funnelThe Social Marketing Path to Conversion

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Social Marketing

Game Plan

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Where you start defines success

"80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer Report

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Who are you?

Positioning Statement TemplateFor ............................ [target customer]Who .......................... [key qualifier - form]Our product is a ...... [product category]That provides .......... [key benefit]Unlike ....................... [main competitor]Our product ............. [key point of differentiation]

What do you stand for?

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What does your audience look like?

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Know where your audience congregates

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Next – the campaign– Communication/Campaign Goal

– Target Audience

– Target Audience Perceptions

– Defined Offering

– Call to Action

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Discussion –

How Social Media Marketing Fits in with “Other” Marketing and

Advertisement

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Social Marketing

3 Fundamentals

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The Brand-Content CoreBrand content is key to keeping today’s audiences coming back, staying engaged, and sharing with friends/family/co-workers.

Brand• Sets the tone• “Be there like a friend back during school time”Content• Think like a publisher• Address specific areas of interest for your target• Cover topics tangentially related to brandSharing• Engage in conversations relevant to your brand where they exist• Once engaged, weave branded content as part of the natural

conversationAdvocates• Identify the people that actively share about your brand• Engage with them one-on-one• Focus on developing them as advocates• Reach out to them and say thanks

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Holistic social marketing

Off-Digital Asset• Monitor for relevant mentions• Engage and converse• Suggest applicable content

On-Digital Asset

• Continue to produce great content

• High engagement activity• Identify power users• Build 1-on-1 relationships

with power users

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Measurable resultsSocial Awareness• Number of mentions• URL mentions

Social Consideration• Visits• Pageviews• FB click throughs• Twitter click throughs• FB views• Twitter replies• Blog views

Social Loyalty• Fans• Followers• Community members• RSS on blog• Facebook interactions• Twitter mentions• Comments in community• Posts• Return visits to site

Social Advocacy• RTs• Reblogs• Mentions• Comments off digital• Facebook likes

These categories make up our Social Brand Index

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Questions?

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• STEVE GOLDNER• Digital/Social Marketing Executive

• [email protected]• http://socialsteve.wordpress.com• Tweeting as: @SocialSteve