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Going Social
What is this Social Media thing all about?• Traditional marketing• Nor classic advertising• neither just a Facebook profileIt’s not…
• An integration of messages with technologies, images, video, audio…
• Conversations that are joined by more and more people every day
It is
EngagementSocial Interactions Consumer driven
Listening
Conversations are easy and very usual…
Why then Social Media is this hard?Too many channels
More and more
people joining
Thousands of
conversations
Very little time
Why Social Media works?Human being is social
We love telling others, sharing contents, ideas
We tend to like what our friends like
And will want to share it with other friends
LIKE
Multiple interactions are just a matter of time
Each company should have its own social media campaign
What conversations and Social Networks to join?.... What channels to use?
Social Media StrategyContent and Activation
Key objectives and strategy
Increase website traffic and keep customers returning
Drive sales and encourage social recommendations
Raise awareness around your Biz’s website and products
How?Bringing your Biz closer
to customers
Giving them the chance to discover, engage and
share content around your Biz
Rewarding customer loyalty with promotions
Keeping customers engaged with content
and linking to your website
Promotions
activity
How can we drive loyalty within the target audience?
The key is on an ‘always on’ strategy where continuous engagement through regular content, promotions and
conversation will drive interest and loyalty.
Promotions
Launch
activity
News/updates
News/updates
Are there other similar businesses on Social Media yet?
Mobile application
Active Twitter brand Page
Active Facebook Fan page
Social Media will give your Biz the opportunity to reach all these online markets
Blog and Forum
Active Twitter brand page
Active Facebook Fan page
Who is your truly
Potential Audience?
* Google Ad Planner data
57% Female65% 25-44 years old64% Some college education High incomes*
But we can’t forget about HIM
Or about HER
Where is your Potential Audience?
YouTube
Blogs
* Social Mention data
Your Small Business will join these online conversations with its own personality and tone of voice
Photo Sharing applications
Content strategy
Creativity Inspiration High qualityThe capacity of creating something new and valuable or an unique idea. As artists or art lovers, most of the community will require this sentiment coming from artworkme
Related to the previous content, your community will look forward to some inspiration, a sudden creative burst that could let them show up their artistic genius
Both, Creativity and Inspiration will be improved with a high quality feel to be spread through the campaign. artworkme is high quality itself
Before entering social media, it’s important to define what the voice of your Small Business will be and what content and messaging we want to relay to the audience. All this can be simplified in 3 key themes or content pillars (these are just an example)
Social activation
Social Networks
A. Your community
Once we’ve defined the content to communicate, we have to determine how to communicate it and where, according to our previous research. The campaign will be focused on two different pillars
B. Amplification
Influencer Blogs & Advocates
They will help us out to spread the word, so their role and value for us is crucial. As opposed to Your Community, there will be no brand control over the post’s content though
Spread the word Your Biz just joined Social
Media!
Promotions
Every time a campaign is launched, it can be cross promoted through all channels (old and new)
Your Biz Website / Blog
Own social platforms
Customer Newsletters
Social & PPC Ads
Top 3 Blogs promotional
posts
Your community
Spread the wordYour community
Your Biz Web / Blog Newsletters Among
channels
Social & PPC Ads
Top 3 Key Influencer
Blogs•For biggest campaigns we’ll try to agree 2 or 3 paid guest posts on the most influencer blogs and also work with advocates.
Blog post released for every campaign we launchButton / link to that campaign, to allow readers to easilyparticipate
Restricted use. Newsletters are needed and we’ll use them but we can’t let fans think it is spam. Only 2-3 newsletters in 6 months.
Cross social promotions among platforms is essential. What happens on Facebook will be tweeted and pictures shared on Instagram.
Perfect way to advertise your fan page and websiteYou’ll only pay for every potential fan and customer actually clicking on the advert.
.
Influential blogger strategyAmplification
All bloggers, either professionals or amateurs, often write about brands. Their opinion is heard by quite a lot. Their increasing online influence makes a good relationship with them decisive for brand marketers. Blog outreach currently is really important for brand exposure.
•Once a month, a KI blogger will review an artworkme product. Post will be also launched on Facebook and TwitterReviews
•An offline event with KI bloggers will ostensibly increase the possibility to succeed•One event with 10 bloggers by the end of the current social media campaign
Blog event
Let’s recap…
Content+
Actions
Contests
app
TwitterVoucher
snews
Influencers: reviews + comments
Constests
Newslette
r“Live Art”
Event
Web promoPromos
PromosPromos
Promos
Promos
Web
promo
Newletter
Social media measurement
Measuring progressHaving metrics to guide you and measure progress against is very important for success. Measuring how many people are visiting your site is the most common way to know if your social media campaign is working, but that’s only one portion of the metrics pie
Website Visitors: how
many + where are
they coming from
How often they visit
your website
What browsers they use
Engagement Tracking brand sentiment
Follower + fans growth
Tracking comments,
mentions and “people talking about it”
R.O.I. Tracking social media ROI via
Google Analytics
Tacking traffic coming from every
activity of your social media
campaign
Tracking the potential future
customers
A complete custom report after every social action
Bearin mind
Social Media is not unidirectional. It’s not advertising
Social Media works, but it’s not for free. Your Biz will have to be ready for the time of your CM, social ads, promotions, vouchers or contest prizesSocial Media must be coherent with website and brand. Coordination between your Biz and your online marketing consultantSocial Media is a matter of TIME. Time to keep everything updated and time to wait for results
If you follow the rules, you’ll see satisfying results coming from your social media activity
Your Biz is now on Social Media
