5 ways to convert social media in to smart marketing strategy
TRANSCRIPT
5 ways to convert !social media in to �smart marketing strategy
2.
Why gather insight from social media?► Highly accurate demographic, psychographic and
conversational data – available in people’s profiles – helps form a more rounded view of individuals. "(Their ‘social graph’.)
► Understand all marketing activities and how these translate to your social-media practice.
► Use data insights for campaign strategies, implementation, media planning, development and reporting.
1. The 3 Ls of media analysis
2. Social media audit
3. Social media listening and analysis
4. insights and reporting
5. earned media value
Social analytics = marketing intelligence
4.
1. The three Ls of�media analysis► Listen► Learn► Leverage
Learn Leverage Listen
5.
Insights and trends from
conversations
Align insights with your
requirements
Leverage insights to
achieve social impact
The social-analytics process the three Ls of analytics
6. 6.
► Use social- and data-analysis tools and techniques to discover the trends, themes and opportunities around what people are saying.
Listen
Learn ► Define the social opportunity and
create a clear success framework. ► Align communities to your brand’s
purpose through highly enduring and differentiated social solutions.
► Test ideas with the most effective focus group available — your fans, followers and friends.
7.
8.
Leverage ► Use your most successful messaging
and invest in campaigns that efficiently reach wider audiences.
► Determine the impact of the solutions against your business and campaign goals.
9.
The three Ls of media analysis
Listen
Insights and trends from
conversations
Align insights with your
requirements
Leverage insights to
achieve social impact
10.
2. Social media audit► New business leads► Analyse competitor effectiveness► Identify brand opportunities► Benefits
11.
social media audit!new business leads
► Demonstrates ways consumers are using products. ► Locate hugely influential brand advocates and otherwise
unknown online personas.► Identify gaps in the market and ways to improve a current
product, as well as isolating features consumers are already asking for.
12.
social media audit!analyse competitor effectiveness
► Quantify campaign reach within a market context. ► What’s your slice of the campaign ‘conversation’?► How does your content stack up? Is it engaging the
people who matter?► Put your brand’s performance in perspective
13.
0
100
200
300
400
500
600
700
800
900
1000
Jess’ buzz tends to be spiky but we’ve uncovered trends that could stretch her talkability: ● Make-up styling ● Lyrics
‘Beau1ful’ launches
Special appearance at Eurovision 2014 announced
Using social to prospect for new brand opportunities
‘Beau1ful’ launches 0
100
200
300
400
500
600
700
Negative (3.6%) Neutral (70.5%) Positive (25.8%)
X-Factor guest performance
Kyle and Jackie O appearance
MTV Singapore performance
• Aussie rules fan• Lots of engagement �
around support for Uber• Passionate about family
14.
Guy Sebastian brand ambassador? Edgy with a conscience
15.
► Streamline campaign messaging. ► Identifiy superfans.► Be better positioned to take up new opportunities.► Keep an eye on the competition.
Social media audit�Benefits
3. Social media�listening & analysis► Tools pros and cons► Best-in-market analysis► Data diversity► Understanding trends► Benefits
16.
17.
► Incorporates community management and reporting
► Just reports the pages you manage
social listening and analysis!tools pros and cons
► ‘Everyone’ uses it ► Integrates with
Salesforce as a prospecting tool
► Lots of extra features (but costly)
► Not changed in three years (whereas social media has)
► Requires additional plugins to access data efficiently
► Spammy, poor sentiment and language support
► Twitter-heavy (GNip data warehouse supplier)
► No Facebook, Instagram ► Awkward set-up
► Captures public Facebook status updates
► Multi-step filtering ► Two-years back-
data ► Integrates with
Google Analytics
► Limits to user numbers ► Confusing interface ► Limited platform
sources ► Reliant on DataSift
warehouse
► Poor sentiment analysis ► Long delays with results ► Technical to operate
► 54 language support ► Shareable front-end ► Easy to search and
organise ► Independently sourced
data
► Integrates with Salesforce as a prospecting tool
► Broad range of platforms
► New features added regularly
► Just the Facebook pages you tell it about
18.
First (out of 11) in "enterprise-level "
social-listening platforms
► Using real-time monitoring, you capture conversations across the ‘Social Web’.
Filter the buzz !by keywords, platform, sentiment, language, country…
Clickable conversations !to understand what is driving the big traffic spikes
social listening and analysis!synthesio: best-in-market analysis
More sources, more languages ► Includes public comments
across social networks. ► Which channels drive most
inbound traffic?
Topics and sub-topics!brand, campaigns and competitors
Real-time buzz peaks !what is being said in real-time
Clickable conversations !to understand what is driving the big traffic spikes
19.
social listening and analysis!data diversity
Message trends ► Full sentiment and
social-media interactions, in 54 languages.
► Campaign topics. ► Measure campaign performance
against key benchmarks.
Opportunities ► Instant benchmarking;
no waiting. ► Key influencers within
conversations. ► Match trends to marketing goals
Instant sentiment !monthly, weekly, daily or hourly division by tone type
Dynamic infographics !that takes you deeper to see interactions, influencers, trends
20.
social listening and analysis!understanding trends
21.
► Live data with a campaign focus► Instant results measured against your goals► A curated data system that enables you to access
relevant social interactions
Social listening and analysis�Benefits
4. Insights and �reporting► Strategic analysis► Campaign next steps► Benefits
22.
23.
insights and reporting!strategic insightsAn overview of your social-media activity ► Who, what, where, when and how people
engage with your campaign.
24.
insights and reporting!campaign next stepsWhat are the opportunities? ► Marketing possibilities for business strategy.► Next steps to consider for improving effectiveness.
25.
► Deep-dive reports investigating how campaign audiences interact and consider your messaging.
► Frameworks that use your data, presented in a highly visual, informative and easy-to-read format.
► To-the-point, focusing on strategic goals.
Insights and reporting�Benefits
5. Earned media�value► Placing a dollar value on ‘free’ media► Organic social adds value to digital display marketing► The ‘earned’ value of one Facebook sponsored post► Benefits
26.
27.
► Moving beyond soft metrics: post likes, impressions, page views, shares and followers.
► Use data-driven standards that integrate cost per actions and business metrics.
► Recognises the amplification effect that earned media have on paid and owned channels.
Placing a dollar value on ‘free’ media
28.
19.1%
$1,699.43 of additional
earned media value
Organic social adds value to digital display marketing
"SPONSORED LINK SERVICE ORGANIC SOCIAL
"TOTAL
Impressions 7,888,013 1,503,114 9,391,127
Clicks 23,741 8,620 32,361
Click-through rate 0.3% 0.57% 0.34%
Cost per-click 38¢ Free 28¢
Cost per-thousand $1.13 Free 95¢
Spend $8,918.26
SPONSORED LINK SERVICE ORGANIC SOCIAL
Impressions 7,888,013 1,503,114
Clicks 23,741 8,620
Click-through rate 0.3% 0.57%
Cost per-click 38¢ Free
Cost per-thousand $1.13 Free
Spend $8,918.26
SPONSORED LINK SERVICE
Impressions 7,888,013
Clicks 23,741
Click-through rate 0.3%
Cost per-click 38¢
Cost per-thousand $1.13
Spend $8,918.26
The total Earned Media Value of your post is
$278.80
If you had to pay for these addi1onal organic engagements:
$618.01
The paid spend behind your post contributed
54.89% of the post's total engagements
EARNED !MEDIA VALUE
29.
The ‘earned’ value of one Facebook sponsored postPAID EARNED / ORGANIC COMBINED
Reach 59,008 6,304 65,312 Impressions 105,635 7,968 113,603 Engaged Users 219 180 399 Post Clicks 339 27 366 Post Likes 89 41 130 Post Comments 8 2 10 Post Shares 1 2 3
Media Cost Media Cost Combined Media Cost
$339.21 FREE $339.21
Cost per thousand impressions $3.21 FREE $2.99 Cost per click $1.00 FREE $0.93 Cost per engagement $1.55 FREE $0.85
30.
► Attribute performance between paid and earned media► See the complete picture of your brand health ► Evaluate how one channel drives results for all activity► Better understand the marketing ROI of ‘free’ media
Earned media value�Benefits
► Listen, learn, leverage
► Identify strategic possibilities and outcomes
► Smart competitor intelligence
► Instant results measuring business-targeted goals► Investigate how campaign audiences interact and consider your messaging► Better understand the marketing ROI of ‘free’ media
31.
Smart social media marketing�Benefits
32.
Download this presentation
bit.ly/SmartSocialMarketing
More about Cam Parker
linkedin.com/in/CamParkr
twitter.com/CamParkr
pinterest.com/CamParkr