Social Media Marketing Lecture 2 Social Media Marketing

Social Media Marketing Lecture 2 Social Media Marketing Strategy

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

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS (Sections based on: Expansion Plus, Inc. September 2009, by Sally Falkow)

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

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: #SM 4 A Strategy Roadmap

Listen to Online Conversations • Brand Mentions – Google News Alerts * – Yahoo News – Socialmention – How Sociable – Moreover ($) – RSS Reader, like Net. Vibes • Blog Buzz – Google Blog Search – Ice. Rocket – Blog. Pulse – Backtype

Listen to Online Conversations • Twitter – Twitter Search * – Twilert * – Tweet. Beep – Twazzup – Hashtags * – Twitrratr • Trends – Google Trends * – Google Insights * – Trendrr • Message Boards • Board. Tracker • Board. Reader • Google Groups

Listen to Online Conversations • Multimedia – You. Tube – Flickr – Photo. Bucket – Truveo – Meta. Cafe – Viral Video Chart • Subscription Tools – Radian 6 – Trackur – Nielsen Buzz. Metrics – Brands. Eye – Visible Technologies – Buzz. Logic – Alterian SM 2

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

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?

Find Bloggers & Communities

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, Stumble. Upon, Kirtsy • Track content of your brand &industry on SNS

Find Bloggers & Communities There are communities for anything & everything! • A Small World: Private, int’l community of influential people • English Companion: English teachers’ network • Quilting. Friends: Quilters

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

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

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

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

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

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

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)

Media Richness

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

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 (256 characters)

Content Placement Strategy

Develop your Content Strategy 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 FREQUENCY

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

Pick SM Tools Selection of tools follows content strategy • If it’s about a community Facebook • If it’s about conversations Twitter • If it’s about viral video You. Tube • If it’s about images Flickr Benefit grows exponential the more media we use

Pick SM Tools • • SNS • Search Optimized articles / press releases Blogs • SM News Release format Microblogging w/ multimedia & social Images bookmarks Video • Widgets SM News Sites News Feeds (RSS) Podcasts

Additional Suggested Tools • Photo editing – Photoshop: A premier product ($) – Splashup: Free, polished interface, tools & palettes modeled after Photoshop (e. g. layers) – Picnik: Most popular web-based photo editor; integrated with Flickr • Video editing – i. Movie (Mac) & Movie. Maker (PC) ($) – Jay. Cut: Online free video editor (demo) – Animoto: Make video of photos; music available

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

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

Engage & Facilitate Conversation

Engage & Facilitate Conversation

#SM 4 A Strategy FIND BLOGGERS & COMMUNITIES ENGAGE & FACILITATE CONVERSATION IDENTIFY INFLUENCERS LISTEN DEVELOP A CONTENT STRATEGY PICK TOOLS SET OBJECTIVES, GOALS, & MEASURE RESULTS

Measure Results • • • If you can’t measure it, you can’t manage it Measure based on 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

Establish Share of Voice • Share of Market (So. M) = % of $ YOU earn – Relative to your industry • Share of Voice (So. V) = % of Mentions about YOU • So. V So. M – Different So. V Strategies in traditional MKTG – Less costly but more challenging in • Key SMM metric: Gain in So. V

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

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 – So. V • Reed’s: Grow So. V in ginger‘chat’ (re: products/benefits)

Set Goals & Benchmarks • Sample SM Business Goals – Thought Leadership • Sun Microsystems: Revitalize brand – Sales (increase by. . . % to $… by dd/mm/yy) • Storm. Hoek Wines: Send wine to bloggers +400% • Burpee Seeds: Daily RSS on news/tips/coupons +400% • Will It Blend: Videos +500% – R&D Spending • Dell’s Idea Storm, My Starbuck’s Idea • 98% of consumers: “I’d def buy a product I helped evolve”

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?

Linking SM & Web

Linking SM & Web

Linking SM & Web

Linking SM & Web

Linking SM & Web

Linking SM & Web

Linking SM & Web

Break!