SOCIAL MEDIA MARKETING Lecture 1 Social Media Marketing

SOCIAL MEDIA MARKETING Lecture 1 Social Media Marketing Strategy Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

THE BOTTOM LINE: You Can’t Manage, What You Can’t Measure Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

MYTH “I don’t like numbers (math / quantitative analysis / …. ), so I can’t track. ” Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

REALITY • The challenge is not measurability • It is 3 -fold: • Know which measures are available • Know which measures are meaningful in your context • Keep the monitoring plan simple Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S IT ALL WORTH? Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S IT WORTH? =$14 $5= =$5 $2= Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com Source: February 2011 (name removed to protect corporate identity)

LET’S TEST THAT ‘THEORY’ … • … with Michigan State University’s official accounts: Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

LET’S TEST THE ‘THEORY’ … • Michigan State University’s official accounts contain: • Facebook Fans: 170, 675 * $5/fan = $0. 85 M • Twitter Followers: 7, 664 * $2/ea. = $0. 015 M • Total: SM responsible for $0. 865 M • MSU’s annual tuition revenue = $716. 5 M • SM fiscal contribution = 1 / 1000 not worth it, right? ; -) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S IT ALL WORTH? =$14 $5= =$5 $2= Tip #1: Don’t get hung up w/ such social media valuations Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S IT ALL WORTH? =$14 $5= ~2. 5 x =$5 Tip #2: Passive affiliation engagement $2= < $ (worth less) Active Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S IT ALL WORTH? USER ACTIO N CONTE XT MEDIUM INDUST RY Tip #3: It’s all about context Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA - WHAT’S MORE IMPORTANT THAN $? • Ascending level of engagement & potential impact on objectives: • Like / Follow • Comment / Mention • Respond to Questions / Reply • Share / Retweet • Attend Event Tip #4: Engagement is more important, because it often precedes sales Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGEMENT SALES & RECOMMENDATIONS Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGEMENT SALES & RECOMMENDATIONS Source: June 2010 & Fans Spend 2 x

ENGAGEMENT – WHAT’S IT ABOUT? ! • ISN’T just about getting attention • IS brand & category specific • IS driving customer loyalty • IS tied with the propensity to recommend earned media value • IS the outcome of a Mar. Com that boosts brand equity Tip#5 Choices regarding a brand’s media mix engagement behavioral outcomes (hopefully in Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com line. Dr. with objectives)

ENGAGEMENT – WHAT’S IT ABOUT? ! • Brand Equity: The audience’s ‘total perception’ of how close a brnad comes to fulfilling a need/desire/expectation to the ideal • Brand equity drives loyalty (i. e. actual future purchase behavior, not simply stated intent) Tip #6: Engagement Equity Loyalty Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGEMENT – WHAT’S IT ABOUT? ! The 70 : 30 rule • 70% of the brand consideration adoption loyalty process due to emotional factors • Remaining 30% due to rational, minimum entry req’ts Tip #7: Give them what they want! Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

LET’S SEE IF THAT ‘THEORY’ IS ‘ON TARGET’… Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

25 -54 TARGET’S LOYALTY DRIVERS (BENEFITS)? • Has an online store • Has a store credit card • Main-in rebate options • Clearance & rollbacks • Frequent sales & promotions • Accepts all credit cards • Is conveniently located • Gives you real value for your $ Source: Brand Keys Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

WHAT’S THEIR SOCIAL MEDIA PRESENCE ABOUT? Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

LET’S TEST THAT THEORY … CLOSER TO HOME

ENGAGEMENT METRICS TARGET • 5, 780, 002 Fans 100% Total market: 312, 500, 000 • 76, 936 talking about this (7 day) 1. 31% Effective reach: 1. 85% • Mobile catalog: shares) 1, 188 (901 likes + 159 comments + 128 • Store card: shares) 1, 496 (1, 255 likes + 148 comments + 93 • Starbucks promo: 2, 760 (1, 163 likes + 1, 578 comments + 19 shares) • Savings BOGO: 3, 265 (2, 389 likes + 325 comments + 551 shares) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGEMENT METRICS MICHIGAN STATE UNIVERSITY • 170, 683 Fans 100% Total market: 500, 000+ • 2, 242 talking about this (7 days) 34. 1%- 1. 31% Effective reach: • Mobile catalog: 51 (45 likes + 4 comments + 2 shares) • Store card: 62 (52 likes + 10 comments + 0 shares) • Community 2 - photo: shares) 115 (92 likes + 23 comments + 0 • Community 1–Wharton: shares) 119 (36 likes + 83 comments + 0 Dr. Constantinosbuilder: K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com • Community 214 (179 likes + 35 comments + 0 shares)

ENGAGEMENT OF FORTUNE 100 BRANDS LIKES ENGAGED • #1 Walmart • 10, 181, 995 TALKING 582, 236 5. 7% #38 Microsoft 955, 765 24, 080 2. 5% • #11 HP 15, 995 2. 0% • #8 GM • #70 Coca-Cola 35, 732, 685 • #2 Exxon Mobil • #12 AT&T • #91 AMEX 793, 710 299, 896 664 4, 724 362, 802 1. 6% 1. 0% 69 1. 0% 1, 742, 856 10, 457 0. 6% 2, 283, 287 13, 515 0. 6% Tip #8: 1% engagement is a good benchmark Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

LET’S TEST THAT ‘THEORY’ … WITH SOMETHING COOL! Fans: 10, 061, 354 Talking: 88, 378 Engaged: 0. 88%

ENGAGEMENT OF FORTUNE 100 BRANDS LIKES $R / FAN $P / FAN TALKING ENGAGED 582, 236 5. 7% • #1 Walmart 10, 181, 995 $1, 610 • #38 Microsoft $19, 628 • #11 HP $158, 790 $11, 038 793, 710 15, 995 2. 0% • #8 GM $452, 130 $20, 580 299, 896 4, 724 1. 6% • #70 Coca-Cola 35, 732, 685 $330 362, 802 1. 0% • #2 Exxon Mobil 664 69 1. 0% $534 M • #12 AT&T $11, 397 10, 457 0. 6% $71, 508 • #91 13, 515 - Coursaris@me. com 0. 6% - Coursaris. com $13, 245 Dr. AMEX Constantinos 2, 283, 287 K. Coursaris - @Dr. Coursaris 955, 765 1, 742, 856 24, 080 2. 5% $41, 430 $65, 375 $983 $46 M $1, 777

ENGAGEMENT TRENDS & BENCHMARKS • 0 -5% of fans is talking about the brand; mostly 1% • # of Post Likes > # of Comments > # of Shares • Content categories are associated with different engagement types & levels Tip #8: 1% engagement is a good benchmark Tip #9: Value of social media leads is contextual (your category) Tip #10: Content analyze comments for sentiment & +insight Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SENTIMENT ANALYSIS Just a handful of tools to get started: • Social. Mention. com • Hashtags. com • Twapper. Keeper. com • Summarizr (via Twapper. Keeper) • Facebook Page Insights Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIALMENTION. COM Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

TWITTERSENTIMENT. APPSPOT. COM Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

HASHTAGS. ORG Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

TWAPPERKEEPER. COM Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

TWAPPERKEEPER. COM Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SUMMARIZR (VIA TWAPPERKEEPER) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SUMMARIZR (VIA TWAPPERKEEPER) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA LANDSCAPE • Community • Facebook • Immediate / easy communication – public or private • Twitter • Documentation • Blogs / Wikis • Imagery • Flickr, Picasa • Rich media (video) experience • You. Tube • Networking • Linked. In Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA CASE STUDY: HER MAJESTY QUEEN RANIA AL ABDULLAH • Multiple social media used • Consistent messaging • Regular updates • Value-adding content • Personal brand & online reputation management Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

QUEEN RANIA BY THE NUMBERS Facebook • 802, 883 Likes 14, 607 Talking 1. 8% Engaged Twitter • 1, 739, 018 Followers (129 Following) Engaged 16, 358 Listed 9. 4% You. Tube • Channel Views 1, 644, 07 6, 238, 866 Upload (total video) Views Multiple: 19. 9% • Channel Views 1, 644, 07 Subscribers 32, 652 Engagement: 5. 2%

ACTIVITY #1 • Identify 3 direct competitors & 3 indirect competitors • Visit their respective Facebook Page, Twitter, & You. Yube presence & record: • Brand (FB): Likes – Talking – Calc. %Engaged By Post: Stories – Calc. %Engaged • Brand (TWI): Ratio – Followers ------ • Brand (You. Tube) : Calc. Multiple % Engaged Following – Calc. TFF Listed – Calc. % Engaged Channel Views – Upload Views – Subscribers – Calc. % • Now, do the same for your brand! How do you compare?

PLANNING FOR & USING SOCIAL MEDIA Dr. Constantinos K. Coursaris

IF YOU BUILD IT … Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

… THEY MAY COME WHAT SOCIAL MEDIA CAN’T DO • If you build it (Facebook Group & Page, Twitter account, You. Tube channel, Flickr album…), they won’t come – immediately. • So, how do you get them to: • Come • Stay • Participate Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

COME – RAISE AWARENESS • Cross-reference all social media with traditional media • Insert links to Facebook, etc. in e-mails, on website • Ask network to spread the word • Group request via Wall & Updates • Individual mentions with similar requests • Entice individuals to come (offer unique Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com content/value)

PARTICIPATION FACTORS • Information • Currency • Frequency • Value-added • Engagement • Mentions • Replies • Interaction • Polls Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

PARTICIPATE • Share stories of relevance • Engage members • Appreciate their participation • Ask questions • Show human elements • Use images & videos Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA STRATEGY SET OBJECTIVES MEASURE RESULTS LISTE N DEVELOP CONTENT STRATEGY ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

WHAT YOU NEED TO DO • Objective: Get them to Come • Goal: Raise awareness (e. g. increase Likes by 10% in 1 month) • Objective: Get them to Stay • Goal: Add value (e. g. produce 2 new FB Wall posts/wk) • Objective: Get them to Participate • Goal: Engage (e. g. 1 Question/wk; 1 Poll/mth; 1 mention/wk; 1 RT/day) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SOCIAL MEDIA STRATEGY SET OBJECTIVES MEASURE RESULTS LISTE N DEVELOP CONTENT STRATEGY ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

DEVELOP A CONTENT STRATEGY • Why do people return to a website? • Content (is king) • Quality content Read Saved Tagged Shared Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

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) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

MEDIA RICHNESS Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

FACEBOOK & INFO’N 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 Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

TWITTER & INFO’N 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 (160 characters) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

CONTENT PLACEMENT STRATEGY Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

DEVELOP YOUR CONTENT STRATEGY MEDIUM / VEHICLE • FB Updates • FB Messages • FB Chat • TWI Public tweets • TWI Public Mentions • TWI Direct Messages • Upload You. T Videos • Upload Flickr Photos • SMS Broadcast • SMS Key Recipients FREQUENCY Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

DEVELOP CONTENT STRATEGY • Content • Define Categories of Value-Adding Content • Messaging • Produce content appropriate for each medium • Recommendations in the How-To Session • Placement • Select the days/times/frequency/reach patterns of placing content Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ACTIVITY 2: BENCHMARK AGAINST THE COMPETITION For your competing brands, review their accounts and identify: • What is their content placement (messaging frequency) like on: • Facebook • Twitter • You. Tube • Can you sustain a similar messaging plan? • In any given week, which categories generate the most engagement? • Can you produce similar, as well as differentiated content?

SOCIAL MEDIA STRATEGY SET OBJECTIVES MEASURE RESULTS LISTE N DEVELOP CONTENT STRATEGY ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGE & FACILITATE CONVERSATION • Biggest SM mistakes: • Create & abandon • Broadcast only • SM = 2 -way conversations active participants Engaged customers Greater LTV • Customer acquisition & retention strategy • Web users expect a company/organization/government to be on SM & to be able to engage Still, most organizations do not engage audience Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

MEASURE RESULTS SET OBJECTIVES MEASURE RESULTS LISTE N DEVELOP CONTENT STRATEGY ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

MEASURE RESULTS • Again: If you can’t measure it, you can’t 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 So. V – Compare posts/tweets/img’s Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

SET GOALS & BENCHMARKS • Team Consensus • Measurable & Time specified • Contingency Planning • Sample SM Business Goals • Raise awareness (e. g. by 10% in 1 month) • Add value (e. g. produce 2 new FB Wall posts/wk) • Engage (e. g. 1 Question/wk; 1 Poll/mth; 1 mention/wk; 1 RT/day) Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

BUT WHICH METRICS DO WE USE? • What others are saying • 19 Thought Leaders • 175 CMOs • Personal perspective • How-To

FACEBOOK METRICS • Engagement (x 14) • Interactions (8); Comments (3); Likes (1); Interaction to Action (1); Share (1) • Friends/Fans • Sales • # of Likes from off-Facebook sites • R. O. Fan Investment • N/A (x 2)

FACEBOOK METRICS - INSIGHTS • Impressions • Insights Interactions Post Views • % Feedback = (Comments + Likes)/Impressions • Subscribes vs. Unsubscribes • Likes vs. Unlikes • Insights Users New Likes vs. Unlikes Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

PAGE INSIGHTS Key takeaway: What content led to the rise in Likes (or unlikes)? Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

TWITTER METRICS • Reach • Interaction • Mentions • # of CTs into Conversions (not just CTs) • Customer Service / @Replies to Customers • Sales • New rel'ps converted into business rel'ps • R. O. Customer Service Investment

TWITTER METRICS DASHBOARD STARTING POINT

TWITTER METRICS LEVERAGED Create actionable plan for your set objectives: 1. Use Twitter more consistently than before; how much? • How frequently did I tweet during the past 4 weeks? • What can I set my frequency to over the next 4 weeks? 2. Produce content that is more focused; what kind? • What content did I tweet about last week? • What content should I focus on next week?

LINKED IN METRICS • Connections (x 3) • • • Recommendations • Sales Group members (x 2) • Success of Helping Others Incoming business leads (x 3) Execute Views (x 2) • Interactions (Answers) Don't track/Can't measure (x 2) • Invites to Connect • ROTime. Investment N/A (x 2) • Viable job applicants

LINKED IN METRICS DASHBOARD STARTING POINT

BLOGGING METRICS • Comments (x 6) • RTs • RSS/Email Subscribers (x 3) • Traffic (x 2) • Repeat visitors • # of Pages viewed/visited • Links from Influencers • SEO Placement • Sales • MKTG funnel value • Quantifiable rel'ps to bottom line • R. O. Brand Investment

E-MAIL MARKETING METRICS • CTs (x 7) • Open rate (x 2) • # of Subscribers (x 2) • Action • Requests for more info • Sales • R. O. Acquisition • N/A (x 3)

100+ SOCIAL MEDIA METRICS

Social media metrics – cmo survey

100+ SOCIAL MEDIA METRICS Engage’t $

100+ SOCIAL MEDIA METRICS Engage’t $

100+ SOCIAL MEDIA METRICS Engage’t $

100+ SOCIAL MEDIA METRICS Engage’t $

IS ENGAGEMENT MORE IMPORTANT THAN $?

ENGAGEMENT SALES

KSF: TRACK ENGAGEMENT TO PREDICT IMPACT

SOCIAL MEDIA STRATEGY SET OBJECTIVES MEASURE RESULTS LISTE N DEVELOP CONTENT STRATEGY ENGAGE & FACILITATE CONVERSATION Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

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 integrate your digital marketing communications? Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

LINKING SM & WEB

LINKING SM & WEB

LINKING SM & WEB

LINKING SM & WEB

LINKING SM & WEB

LINKING SM & WEB

FINAL THOUGHT

ENGAGE WITH YOUR CUSTOMERS WHERE THEY ARE … AND WILL BE! Social Media HIGHER Customer LTV Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com

CONNECT WITH ME! • Linked. In: Coursaris • Dr. Constantinos K. Coursaris • Twitter: @Dr. Coursaris • 424 Communication Arts and Sciences • Facebook: Dr. C. Coursaris • Michigan State University • Email: Coursari@msu. edu • Skype: CCoursaris • East Lansing, Michigan, U. S. A. • 48823 • Web: Coursaris. com Dr. Constantinos K. Coursaris - @Dr. Coursaris - Coursaris@me. com - Coursaris. com