Social Media Top 10 Things To Do

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1. Social MediaBy: Aleem Visram 2. The Power of SMMhttp://www.youtube.com/watch?v=ZQzsQkMFgHE Consumers create 256 billion impressions on oneanother (individual msg vs. mass marketing) bytalking about products or services each year Blogs and discussion forums generate 1.64 billionposts, 50% of ppl online are regular blog readers Thats 0.5 trillion impressions in the US alone, or 8 impressions everyday on every person online! 3. Social Media Top 101.Establish your social media objectives2.Identify the target audience and what matters to them3.Use netnography to listen to what the target audience is sayingabout you4. Identify key influencers and the social consumer5. Stimulate Word of Mouth (WOM)6. Determine the appropriate social media vehicles to use to build acommunity of advocates7. Be funny, creative or different to spread your message8. Encourage participation with interaction and providing rewards orrecognition9. Monitor, respond and react as a consumer, not as a business10. Measure the effectiveness of your social media 4. 1. Social Media Objectives1.Brand Awareness E.g. Starbucks Campaign: mentioned in tweet every 8seconds E.g. Naked Pizza: 68% of sales from Twitter followers, 85%motivated by tweets K-Tec Blendz: over 100 million viewshttp://www.youtube.com/watch?v=qg1ckCkm8YI2.Brand Engagement SW Airlines: Nuts About SW 25% more blog posts, 40% +page views and time spent increased 26% Target Circle of Moms: 20K page views in 6 weeks3.Word of Mouth (Advocacy) Burger King Whopper Sacrifice= 234K FB friends unfriended in 1 week plus extensive media coverage http://www.youtube.com/watch?v=o0D_MYc6m0o 5. 2. Understand the consumer1. Understand consumer motivations for use2. Understand consumer behaviours (e.g. likes and dislikes)3. Understand investment by consumers when engaging with brands4. Focus on long-term brand loyalty, relationships and advocacy 6. 3. Use netnography to understand whatthe consumer is saying about yourbrandSTEPReport Research Findings and Theoretical Implications, OR Strategy5(STP) & Tactical Implications STEP Data Analysis and Iterative Interpretationof Findings 4 Community Participant-ObservationSTEP (Engagement, Immersion) and Data Collection3(Ensure Ethical Procedures) STEPCommunity Identification and Selection 2STEP Definition of Research Questions, Topics and/or Trends to Investigate1 6 7. 4. Identify the key influencers 8. 4. Build a relationship with the consumer 9. 5. Simulate Word of MouthI dentify mass influencerD eliver groundswell customer serviceE mpower customers with informationA mplify your fans Offer spreadable content Offer relevant information Monitor influencers and respond quickly 10. 5. How do you simulate WOM? 1. Proof of Friendship: understanding role inconsumers life, attitude and action reflects you areone of them or have their best interest at heart 2. Anticipate consumer attitude 3. Gift pack the sales message- genuine, exciting, entertaining, insightful or humorous, undersell 4. Establish audience kinship: match product and appeal to the customer you are targeting- personalize targeted messaging 5. Initiate exclusive group 6. Be a friend of man- interest in the community at large- small, but thoughtful acts of friendship 7. Convey personal experience 11. Example: Ford Fiesta Movement Contest to give away 100 Ford Fiestas to thecontestants with videos with the most views:http://www.youtube.com/watch?v=70wEQO12Yfw over 4,000 applied with over 7 million views 700,000 saw pictures posted 4 million saw tweets 100,000 signed up to get more info 4,000 signed up to buy a Fiesta The movement continues with Fiesta teams andevents: www.fiestamovement2.com 12. 6. Choose the right social mediavehicles to engage consumers 13. 7. Be creative, funny or differentto spread your messageToyota Sienna`s `Swagger wagon`: http://www.youtube.com/watch?v=ql-N3F1FhW4&feature=relmfuOld Spice Man: http://www.youtube.com/watch?v=owGykVbfgUEDove`s Pro Age: http://www.youtube.com/watch?v=vilUhBhNnQc 14. 8. Encourage participation by providinginteraction, rewards and recognition 15. 8. Encourage participation by providinginteraction, rewards and recognitionRichard Bransons blog provides opportunities to interact withhim on an ongoing basis through varied social media 16. 9. Monitor, respond and react asa consumer 17. 10. Measure social mediaeffectiveness Volume Sentiment (Valence) Emotion Topic/issue Source Author (Influencer) Virality 18. 10. 100 ways to measuresocial media 19. Social marketing can havebranding equivalentsBrand Metric Social EquivalentReach/AwarenessImpressions Video ViewsConsiderationEngagement Installations Polls Community members Contest entries Time SpentFavorability Pass-along/ Share/ Forward like/ favorite Positive blog coverage, comments Content creatorsPurchase SalesLoyaltyReferral 20. Social Media Top 101.Establish your social media objectives2.Identify the target audience and what matters to them3.Use netnography to listen to what the target audience is sayingabout you4. Identify key influencers and the social consumer5. Stimulate Word of Mouth (WOM)6. Determine the appropriate social media vehicles to use to build acommunity of advocates7. Be funny, creative or different to spread your message8. Encourage participation and feedback using rewards or recognition9. Monitor, respond and react as a consumer, not as a business10. Measure the effectiveness of your social media using tools (Googleanalytics, Hoot Suite, Tweet deck, etc.) 21. Questions? Contact Me:FB/ Linked in: Aleem VisramE-Mail: avisram.mba2006@ivey.caTwitter: @aleem_v