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SOCIAL MEDIA MARKETINGDave Evans, Author, Social Media Marketing: An Hour a Day
Why Social Media?
“I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.”
--Tim Berners Lee, 1995
Social Media Mechanics
• Social Feedback - Business• Social Feedback - Personal• Disclosure and Transparency• Touchpoint Analysis• Social Media Channels• Channel Integration
relative media spending
brand awareness keyword
be aware
consider
buy
The Purchase Funnel
consumer-generated
(Think “megaphone”)
marketer-generated
(Think “funnel”)
be aware
consider
buy use
form opinion
talk
Social content, networks, and interactions
word-of-mouth
The Feedback Cycle
relative media spending
brand awareness keyword
business card
contact info meet you
form opinion
talk
word-of-mouth
The Networking Cycle
Social Web (social media) shows up here.
Example: Disclosure
• Jive Software• Belkin• Prowler• DELL
Business to Business
• IBM (Sales)• Shell (Consulting)• Freescale (Developers)
Business to Consumer
• Wegman’s (Grocer)• BMW (Automobiles)• Dial (CPG)
Non-Profit/ Cause Related
• The Brooklyn Museum• NASA/ Mars Phoenix• ProstateNet.org
Touchpoint Analysis
Touchpoint Optimization
talk-value
perf
orm
ance
???
???
Identify and focus on what gets talked about.
Touchpoint Analysis
Functional
talk-value
Perf
orm
ance
of t
ouch
poin
t
posit
ive co
nvers
ation
Customer
talk-value
Impo
rtan
ce o
f tou
chpo
int
value
to cu
stomer
Channel
talk-value
cons
iste
ncy
of to
uchp
oint
replic
able
expe
rienc
e
There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your business that
matter to your customers, and, that you can control.
Sample Touchpoints
• Zappos• Whole Foods• Chili’s
Touchpoints: Low Hanging Fruit
• Look for the little things that matter to your customers
• These are the things they’ll talk about.
Social Content
Social Platforms
The Social Media ChannelsBLOGS
VIDEOSMICROBLOGS
AUDIO (PODCAST)
PHOTOS
BRANDED SOCIAL
NETWORKS
WIKIS
WHITE-LABELSOCIAL NETWORKS
EMAIL (BACN)
SMS and TEXT
EVENTS and CALENDARS
STATUS UPDATES
Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.
Social Interactions
Integrate Your Program
Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics.
Integrated Campaigns
Social Media
MagazinesTV and Radio
Direct MailOnline
Advertising
Conversion (Purchase)
COLLABORATIVE TOOLS
BLOGS
VIDEO
PERSONAL SOCIAL
NETWORKS
MICROBLOGS
EMAIL (BACN)
SMS
AUDIO (PODCAST)
WIKIS
EVENTS WHITE-LABELSOCIAL NETWORKS
PHOTOS
Core Networking Platforms
• LinkedIn• Facebook• Twitter
• Profiles• Connections• Recommendations
• Home– Status Updates– Live Feed
• Profile– MiniFeed
• Inbox
Facebook Business Page
• Direct Interaction• Topic Focus• Link w Custom URL
• Profile• Following
Powering Your Core [30]
• Your Blog• Guest Blogs• Comments
Your Blog
• Your Identity• Your Content• Pointers/ Links
Guest Blogs
• Your Content• Their Audience• Points to You
Comments
• Your Content• Participation• Community
Social Media Metrics
• The Social Connection• The Net Promoter Score• Establishing an ROI
The Social Flywheel
It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.
Measurement Points
Relevance{Impact
{ {Content
{
Social Media Monitoring
Web Analytics
Pipeline Metrics
Social Media Measurement
• Raw Data– Google Alerts
• Conversational Data– BlogPulse– Collective Intellect– Cymfony– Radian6– Techrigy SM2
• Diagnostic Data– Net Promoter
Web Analytics
Tracking Vanity URLs
• In print and TV, “vanity” URLs can be tracked
• Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web.
• Likelihood of Recommendation (0-10)• Share of Promoters (9-10)• Share of Detractors (0-5)• Difference is Net Promoter score
The Net Promoter Score
Baseline Measures ROI
• Conversation (Inference)• Historical Analytics
– TIP: Social Dashboards provide historical data as well as current.
Building Your Toolbox
• Clarify Your Business Objectives• Quantify Your Audience• Integrate Selected Social Channels• Set Up Monitoring and Measurement Plan
Understand Your Business
Social Media is a NOT a universal answer!
Understand Your Audience
Consumption and participation are indicators of the clear trend.
Integrate Your Program
Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics.
Integrated Campaigns
Social Media
MagazinesTV and Radio
Direct MailOnline
Advertising
Conversion (Purchase)
COLLABORATIVE TOOLS
BLOGS
VIDEO
PERSONAL SOCIAL
NETWORKS
MICROBLOGS
EMAIL (BACN)
SMS
AUDIO (PODCAST)
WIKIS
EVENTS WHITE-LABELSOCIAL NETWORKS
PHOTOS
• Social monitoring tools point to referrer
• Referrer ties to your analytics data*
• Analytics data shows site path and goals
* It’s less than perfect, but it’s better than nothing!
Monitor and Measure
Summary
• Social Media and the Social Web• Social Media Channels• Social Media Metrics• Build Your Toolbox
• QUESTIONS?
