Shoot the Curl of Social Media by Getting the Buy-in You Need

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Shoot the Curl of Social

Media by Getting the Buy-

in You Need

Recognize rising trends and ride them to success


Clay Cazier

VP, Search Strategy @ PM Digital NYC

Resume: more than 14 years of web dev and

digital marketing experience

Role: provide strategic foundation, best

practices and business support

http://www.pmdigital.com/


Who is PM Digital?

• Full service, independent digital marketing agency

• SEM, SEO, Social Media, Display, Email and more…

23 Years in Business - 275 Experts - 9 Offices

$250 M Media Buying Power

Named to Crain's New York 50

Fastest-Growing Companies eTail Best In Class:

Search


Strategy gets buy-in, not tactics

• Customer

• Channel

• Content

• Appeal with measurements that are “familiar”


Customers

• Define customer profiles aka personas

– Demographics, interests, problems, questions &

traditional channels that “convert” them

– Adam the Affluent is different than Edward the

Empty Nester

• Goals, social media channels & content focus

will flow from this


Customers

• Ways to define audiences: 1. Existing housefile, sales &

analytics data (data enhancement

services may be necessary)

2. Customer (and missed-

customer) interviews

3. Census.gov, BLS.gov &

PewSocialTrends.org


Channels

• Blogs are digital marketing’s original “social”

channel

• Facebook, Twitter, LinkedIn and Google+

• YouTube, Pinterest, Slideshare, Instagram,

StumbleUpon, Reddit & forums


Channels

• What

channels

do your

customers

use?


Content

source: http://instagram.com/douglaswray

• Facebook = Storytelling,

personal, shareable

• Twitter = News-oriented,

easily digestible, topical,

headline-driven

• Pinterest = Lifestyle-focused,

inspiring

• Instagram = Personal, eye-

openingsource: http://heartifb.com/2012/10/16/tailor-your-social-media-content-to-each-channel/


Content

• A good content calendar is your map for

success & a framework for creating buy-in. Holiday/Event Target Audience Channel Content Type Content Idea Desired Action Metric

Week of May 21

Sunday, May 19, 2013

Monday, May 20, 2013 Discount Shipping Starts Edward & Ingrid Website + Social Promo

Tuesday, May 21, 2013

Wednesday, May 22, 2013

Thursday, May 23, 2013

Friday, May 24, 2013 Victoria Day (Canada) Adam Affluent Website Whitepaper

Saturday, May 25, 2013

Week of May 28

Sunday, May 26, 2013

Monday, May 27, 2013 Memorial Day Edward Empty Nester Twitter Contest

Tuesday, May 28, 2013

Wednesday, May 29, 2013

Thursday, May 30, 2013

Friday, May 31, 2013 Most kids out of school Ingrid the Influencer Offline Event

Saturday, June 01, 2013

Week of June 4

Sunday, June 02, 2013

Monday, June 03, 2013 Product X Launching All Website + Social Article

Tuesday, June 04, 2013

Wednesday, June 05, 2013

Thursday, June 06, 2013 D Day, WWII Edward Empty Nester Blog Photo Essay

Friday, June 07, 2013

Include:

• Target audience

• Channel

• Content idea

• Desired action

• Measurement


Measurement


Measurement

• 86% of marketers say

social media is important

to their business but only

23% are able to measure

social’s return on

investment.

source: http://www.socialmediaexaminer.com/report/

"I am able to measure the return on

investment for my social media activities."


Measurement

• Most marketers say

increased exposure

& traffic are top

benefits of social

media marketing.

Increased sales /

revenue is last. source: http://www.socialmediaexaminer.com/report/


Measurement

• Social

media is

a sales

funnel


Measurement

• This idea

aligns social

metrics with

a familiar

concept


Measurement

• To justify social media investment, we must

establish a defensible way to value the results. 1. SEO & SEM KPI Increases

2. Lead Generation

3. Revenue Generation

“�massive amounts of data is being generated and much of what goes for

measurement in "social media tools" is profoundly sub optimal.

We have IT-minded people engaging in massive data puking (one report with 30

metrics anyone?) and marketing-minded people who are using lousy measures of

success ("I got 158,632 fans! Hurray!").” - Avinash Kaushik, Author; Co-founder - Market Motive


Measurement

• SEO: Net new rankings for brand blogs and blog posts

• SEO: Higher brand-related share of voice via social profile development (KPI: increasing organic brand traffic, leads &

revenue. Example: Wikipedia page bumping Amazon profile)

• SEO: Improve current rankings’ CTR via social annotations & personalization (KPI: increasing organic traffic, leads

& revenue from static rankings. Example: +1s increase SERP CTR)


Measurement

• SEO: Rank new articles quickly & with added relevance (KPIs: net new rankings for tracked keyword targets; net new

organic traffic, leads & revenue. Example: SERP inclusion of G+ posts)

• SEO: Rank new YouTube videos (KPIs: net new rankings of

YouTube channel; increasing YouTube referral traffic, leads & revenue)

• SEO: Re-surface buzz-worthy, existing content (KPIs: net

new rankings for existing content; net new organic traffic, leads & revenue. Example: “fiscal cliff”)


Measurement

• SEM: Google +1 annotations, reviews, and other

social extensions improve AdWords click through and

conversion rates. (KPI: increasing SEM CTR and conversion rate)

• SEM: Socially-derived keyword research can

supplement existing sources. (KPI: net new SEM traffic & revenue from

socially-derived ad groups)


Measurement

• Engagement can be benchmarked against

competition but lead and revenue generation

must be measured against internal benchmark

campaigns


The Sportsman’s Guide

Rides the Social Media Wave


Nancy Rastall

Senior Director of Creative Servicesat The Sportsman’s Guide

• 18+ years as a Creative Professional withThe Sportsman’s Guide

• Heavily involved with social media strategy and execution for the past four years


Who is The Sportsman’s Guide?

The Sportsman’s Guide is the leading internet retailer of value-priced

gear and clothing for outdoor sportsmen and women.• DEALS! – through everyday lowest prices, ever-changing closeout buys

• Strong Hunting, Shooting, Tactical/Military Surplus, Fishing and Camping focus

• Founded in 1970; serves over 1.2 million customers annually

• Over 300,000 items marketed through our websites and catalogs

• Over 550,000 Buyer’s Club Members

• 100% Satisfaction Guarantee

• 94.1% Customer Satisfaction Rating




• Inception: May 1, 2010

• 200,000+ Fans

• 12,775 YTD Shares

Facebook


• Inception: October 15, 2007

• 23,372,814 total video views

• 5,494 subscribers

• 1,250 uploads (videos)

• 555 shares in 2012 (spikes in Q4)

• 260 shares YTD in 2013


• Inception: May 5, 2010

• First Tweet: July 4, 2011

• 5,000+ Followers

• 475 Users Followed

• 3,740 Tweets

Twitter


• Inception: March 2012

• 44 Boards Created

• 1,045 Images Pinned

• 1,328 Followers

• 3,292 Users Followed

Pinterest


• Inception: April 18, 2012

• +332 people who have +1’d our content, which helps

boost SEO rankings

• 24 people are in The Sportsman’s Guide Circles

• 111 people have The Sportsman’s Guide in

their Circles (like “Fans” on Facebook)

Google+


Measurement…

• Awareness & Education

� Who are we? Who are you?

� Benefits?


Awareness & Education

• Since 2011, Social Media has

driven 445,000 visits to our

website

• Since our arrival on the social

scene, we have a total of

212,000 people interacting

with us “socially”


Measurement…

• Engagement

Spread the word!


Engagement

• 212,000 total “FANS”

• YTD 14,897 have purposefully shared our content with others

• Communication through comments� Opinion� Customer Service� Compliments� Talking to other fans


Measurement…

• Conversion

� New To File

� Visits

� Sales


Conversion

• 445,000 visits to The Sportsman’s Guide shopping website

• New customers?� Example

• Capture Sales since 2011:$600-$650,000

• AOV $99.00-$101.00

• Orders 6,225


What have we learned?

• Be smart!

• Expect the unexpected!

• Be creative!

• Value “soft benefits”!

• Drive results through coordinated efforts!


Thank you!

Q&A