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Why You MUST understand and Use social marketing
1The SocialSteve Blog www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me [email protected]
AgendaAudience Behavior
Connect social to your company goals, objectives, KPIs
ROI and Measuring Effectiveness
Audience Development
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AUDIENCE BEHAVIOR
Why do you need to understand social marketing and have a friendly presence?
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There is no such thing as digital marketing. There is marketing most of which happens to be digital.Brad Jakeman, PepsiCos global beverage presidenthttp://www.news-journal.com/news/2015/oct/27/marketing-just-happens-be-digital/
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Is Your audience active on Social?
You must be where your audience isStats from January 2014 Increases since then5
Social Marketing is a Business ImperativeSocial Marketing is no longer hype
It is MAINSTREAM
Mainstream because of audience behavior
You cant be lagging your customer
Audience Development is your mission
Lets start with understanding your Audience
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What does your audience tell you on socialPreferences what they like; what they dont like
Purchase intent
Reviews
Causes, interests
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Listening to your audienceMonitor for your brand - KEYMonitoring for keywords of your product category - KEYOpportunity to learnOpportunity to engageOpportunity to build relationshipsOpportunity to create top of mindOpportunity to engage with RELEVANCE
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Audience markets for you (or against you)
Your audience has their own audience that listen to them
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Connect social to your company goals, objectives, KPIsBut what is in it for me or my company?
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Company, Goals, objectives, kpisObviousProfitability & revenueCustomers
Not so obviousAdvocates market for you, build lead generation for you, get you customers
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Customer drives success of all Goals, objectives, kpisCustomers emotions drive positive resultsLooking for an awesome experienceConfidence and comfort in brand Want to feel good about the company or brand behind the products/services they purchase
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Customer journey and Company Goals, objectives, kpis
Use content and engagement at every stage* More about advocates in a bit13
ROI and Measuring Effectiveness
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What is the value of networking?
What is the value of good or great relationship?Can we quantify it?
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Some things are difficult to measure.
But we must have some way to assess effectiveness.
Certainly not acceptable.
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First Understand what Social is and is notA way to build relationships that yield lasting supportStrong on awareness and advocacyA great method to build trustA place for engagement and conversationA place to educate, inspire, and entertainA quick introduction and sale
Weak on direct conversion
Quick result in saleOne way marketing communication channelA place to push your product
ISIs NOT17
So How do you know social is performing for youThink about social marketing as a perquisite vehicle for sales
Think of social marketing as away to strengthen brand loyalty and motivating advocacy post sale
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What can be and should be measured
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Think of Social marketing as A way to tee up sales
A way to motivate people to share and market your brand
AND MEASURE APPROPRITE ATTRIBUTES THAT INDICATE WHETHER YOU ARE SUCCESSFUL20
AUDIENCE DEVELOPMENT
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Successful social marketing = successful audience development
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Winning the audienceBe there for them, not you
Offer information, inspiration, entertainment things that matter to THEM
Do not interrupt be part of their world
Engage where they want to engage not everyone will like you on Facebook
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How do you develop an AUDIENCE
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Listen to your target audienceWe have two ears and one mouth we should listen twice as much as we speakMonitor for brand mentions and keywords within your brand categoryENGAGE, HELP, BUILD TRUSTLearnWhat your audience needs and wantsYields insights on what content to deliver
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Must have a content strategy and planContent reinforces you leadership in a brand category
Great content provides a reason for people to keep in touch with your brand
Content must deliver true value to your target audience, not brand/product/service push
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Social to Proliferate content
ContentPost on Brand Social ChannelsSocial SharingSocial AdvocacyAnd Proliferate Brand27
Build relationships with influencersFind the right people to help spread the word about your brand
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More about influencersTHEY CAN HELP MARKET YOUR BRAND
BUTThey care about their brand, not yours
THUSNeed to find the intersection of whats in it for them and what you want to accomplish
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More about influencersFind influencers with high reach.
Reach out and start a conversation it is networking
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More about influencersHighlight the Influencers
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Synergy with other digital marketing elements
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Digital marketing SynergySEM Search Engine Marketing Google paid ads
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Digital marketing SynergyPaid Facebook or other social
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Digital marketing SynergyRetargeting ads
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Digital marketing Synergy
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Wrap up
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Key Take AwaysAudience behavior dictates that social marketing is imperativeCompany goal is Audience DevelopmentAlso needs advocates and influencersEmpathy for your audience is paramount do not just communicateListen Learn EngageUnderstand how social marketing feeds your company KPIsMeasure appropriate parametersAudience development takes time and investmentUse content to develop your audienceUse influencers to develop your audienceEngage to develop audience
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Questions ?
39The SocialSteve Blog www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me [email protected] You