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Social Media Marketing
“An Audience is never wrong. An Individual member of it may be an imbecile, but a
thousand imbeciles together in the dark – that is critical genius.” – Billy Wilder
“A brand is no longer what we tell the
consumer it is – it is what consumers tell each other
it is.”-Scott Cook, Founder of Intuit
VS
• Website Visit• Direct Sale• E-Mail Captures• Phone Call• Registration
• Search Optimization• Physical Visit
• Brand Awareness• Brand Influence• Residual Sales• Create Dialog• Market Knowledge• Establish Expertise
Tangible Intangible
Goals
Vine for B2B
Lowes Home Improvement is also showcasing themselves as innovative Vine creators. They created a Vine campaign based on home improvement tips, and started using the hashtag
#lowesfixinsix. https://vine.co/v/bU61aqq2YOp
With nearly 17,000 likes, Honeywell interacts with and responds to posts at a frequent rate, and engages its audience with interesting industry content.
Dell Enterprise has an entire tab on its Facebook page dedicated to sharing content from its YouTube account. Videos that talk about best practices and product features.
Use LinkedIn Groups and Answers to showcase your expertise in your niche area. You don’t have to sell -- just become the go-to expert, and your
customers will come to you.
#YOUDRIVEThis smart creation by Mercedes Benz involved a three-part story that aired on UK
television during the commercial breaks for an episode of The X Factor. Each section presented viewers with a choice to vote on how the heroes of the spot would respond
during the chase scene. They could tweet one of two actions along with the #YOUDRIVE hashtag to voice their opinions on what should happen next in the story.
Specialized Social Communities
Specialized Social Communities
Graph search
Site Integration
Advertising
Paid social media is best used in conjunction with other online and offline media to help promote quality content, brand awareness, and engagement.
Audience• Highly engaged with the platform.
Targeting• Unique targeting opportunities typically
unavailable with traditional search or display advertising.
Sponsored Posts
• Individual Facebook posts, LinkedIn updates, and Tweets that are promoted by the page or feed that originally posted them
• Appear as a “native ad” within your regular feed• Ideal for promotions, launches, and events
Display Ads
• Appear in the page margins of each Social Network
• Typically used to sell a product or drive traffic to an outside page, rather than generating likes or followers.
Time Management• Content
Management Systems
• Get your team aboard
• Have a solid strategy
• Editorial Calendar
Gain Brand + Marketing KnowledgeCustomer Research.• Segment customers and learn what they want.
Industry Research.• New trends, tools and information to expand your business.
Competitor Research.• Strategic visualization of tactics, messages and networks.
Brand Monitoring.• Keep tabs on your brand and what people are saying.
Measure + Optimize Your Social Media Traffic
• Quality often beats Quantity.
Interaction• An endangered customer is
a valuable one.
Sales• Track all your channels
Leads• Use that CRM and analytics.
SEO• Build those links with
exposure
Brand Metrics• Word-of-mouth + viral
sharing.
Customer Engagement• How often do you respond.
Retention• Keep clients with customer
engagement.
Profits• All these elements lead to
profits.
Metric ToolsTraditional metrics like traffic counts, number of comments, Twitter followers, Facebook fans, etc…, are an important component when calculating your ROI.
Tools• Google Analytics• Omniture• TweetMeme Analytics• PostRank Analytics• Hootsuite
Sentiment Analysis ToolsSentiment is also a useful baseline tool to look at before implementing or changing a social media strategy and calculating your ROI.
Tools• Viral Heat• Twendz• Tweet Feel• Crimson Hexagon• Sentiment Metrics
Upcoming Seminar:
Audience AnalysisSeptember 26th, 2013
QA
