5* ways to optimize social media marketing

5*TOOLS TO OPTIMIZE SOCIAL MEDIA MARKETING

Wednesday, October 27, 2010

@matt_heindlDirector of Social Marketing


SOCIAL WORK


1. My quick POV on what “social” is…2. … How that relates to “social marketing”3. Tools to work smarter and faster

AGENDA


Which platform is most important to your marketing?1. Facebook2. Twitter3. Blogs4. All of them!

QUICK SURVEY(what sort of social media guy would I be without “listening”?)


WELCOME TOGRAD SCHOOL.


GURUSBEGONE.


MY HUMBLEPOV


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Media consumption has changedmore in the last 5 years than in the 20 preceding it

But the motivations are as old as humanity...


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Google CEO, Eric Schmidt:

“Every two days now we create as much information as we did from the dawn of civilization up until 2003.”


SCAREDYET?


CONFUSEDEVER?


THAT’S OK.(SO ARE SOME OF THE VENDORS.)


Rampant adoption of social media as the “next big thing”

Rampant disillusionment with SM technology vendors, which broke promises expressed or implied

Promise fulfilled: data complete, metrics reliable, software scalable, enterprise

fully enabled, ROI demonstrated

Social MediaTracking

SocialIntelligence

TECHNOLOGY HYPE CYCLE THROUGH ADOPTION

Thanks to Visable Technologies

A TEXTBOOK EARLY MARKET…






A Textbook Early Market…

ENABLING TECHNOLOGY LIFE CYCLES

SocialIntelligence









FirstGeneration Technology

SocialIntelligence









FirstGeneration Technology

NextGeneration Technology

SocialIntelligence



ARE WE THERE YET?ALMOST.


LET’S LOOK AT SOMETOOLS!


SOCIAL MEDIA PUBLISHING PLATFORMS• BUDDY MEDIA• VITRUE• CONTEXT OPTIONAL• INVOLVER• WILDFIRE (contest specialists)


WHAT DO THEY DO, IN GENERAL?Allow us to appear to have created custom Facebook apps


Buddy Media

Drag and drop “widgets” into your template


• Gifts • Photo• Polls• Quizzes • Calendar• My Plans

Available apps/widgets.

Buddy Media


• Gifts • Photo• Polls• Quizzes • Calendar• My Plans

• Image Gallery• My Picks• YouTube • RSS• Twitter• Opt-in• Message Maker

Available apps/widgets.

Buddy Media


Just dress’em up!

Buddy Media


Just dress’em up!

Buddy Media

They are NOT ready out of the box…

You will need to add your design elements with css templates

Most platforms can do it for you for a fee.


… And hang them on your wall!

Vitrue


FACT:95% OF YOUR FANS NEVER VISIT YOUR PAGE.


WHAT DO THEY DO, IN GENERAL?Allow us to preview, schedule and add photos to updates.


… and that’s not all!


… and that’s not all!

• Schedule, post and track brand messaging to the Facebook Newsfeed and your Page Wall

• Include images, links, videos and sapplets as needed

• Track the performance of historical posts to inform social messaging strategies for the future.


Post archiving and organization


Monitor Your Wall


Analytics!


Fan CountUser Engagements Tab Views


WHY? (If you are not convinced yet)Key benefits of a platform

• Demand: Every global brand team is looking for an immediate social solution

• Reduced time to market: Brands can activate presences within weeks

• Cost savings: Provides significant cost savings versus one-off, custom development projects

• Ease of management: Technical and admin changes made at the platform, not page, level

• Control: Granular permissions provide global brand control with local customization

• Solid foundation: Scalable Page architecture is critical to maximize Facebook efforts

• Security: Deploy and manage hundreds of Pages globally through a secure system without granting high-level Facebook Page admin rights to any one team or individual


HOWMUCH $$?


Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per month

Create status updates, add chosen media and

preview the update before it goes live… and schedule WHEN the update occurs

Allows one to create tweets, attach files and

photos, preview the Tweet as well as

schedule when the update occurs.

Allows users to use a suite of out-of-the-box "apps"

ranging from video players to sweepstakes entry forms to photo slideshows to polls:

and customize artwork.

Set alerts and filters for four letter and competitor terms.

Contract term

Average cost to use the service

(either as contracted or

prorated)

Vitrue 9 8 8 (includes wall apps) 7 32 M-t-M or annual sub $2500 or $2000 (yr)

Buddy Media 5 6 7 (includes embed apps) 7 25 annual sub only $5000

Context Optional 5 6 6 7 24 3 month $2500

Involver 5 2 4 5 16 6 months $2500

SOCIAL MEDIA PUBLISHING PLATFORMS: SCORECARD


DO BETTER ON TWITTER


TWITTER PLATFORMS• TWEETVISOR• TWEETDECK• TWEETREE• iTWEET• TWEETDECK• ECHO• CO-TWEET• … and tons more


WHAT DO THEY DO, IN GENERAL?Give us an alternative user interface to standard Twitter.


DEMO: HOOTSUITE


Intermission


ADVANTAGES OVER PLAIN-’OL TWITTER• SCHEDULING• EASY LIST CREATION• LINK SHORTENERS BUILT IN• ACCESS TO KLOUT/RANKING• MULTIPLE STREAMS, MULTIPLE USERS• MONITORING• ANALYTICS: PLUG YOURS IN OR USE THEIRS• FACEBOOK AND FOURSQUARE ADD-INS


NOW YOU KNOW HOW TO LOOK LIKE A PRO.


…BUT POST WHAT?AND WHEN?


SOCIAL FLOW


Take the guesswork out of social.

Allow you to say the right things, at the right time.

The art & science of increasing traffic, ReTweets, shares, mentions and followers.


Understanding the path to success is essential: earn attention, engage the audience, and be relevant by adding value to the conversation.

The result is desired actions (click-throughs, RTs, shares, mentions and follows).

SuccessEngagementEarningAttention

ACHIEVING SUCCESS IN SOCIAL MEDIA


LANGUAGECreate Tweets using

compelling messaging

SocialFlow determines when to send out each Tweet so that you achieve maximum desired actions from your audience.

TIMINGRelease Tweets when

conversations peak

METRICSMeasure success of

CTR, C/T, C/F, RT, and Followers

Click Data

HOW SOCIALFLOW WORKS


Number of Followers

Traffic to your website from links in your message

CTR

Quality of your Content

Clicks PerTweet

Quality of your Content

Clicks PerFollower

Earned reach

ReTweets

HOW DO YOU MEASURE SUCCESS?


Content Pipeline Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately.

Dashboard View real-time performance of each post, audience growth, and tweet frequency.

Analytics & Insight

Understand audience response by tracking content performance (clicks/Tweet), audience quality (clicks/follower), click distribution, and other KPIs. Use these insights to improve and create new content and engagement.

SettingsCustomize virtually every parameter on SocialFlow to suit your business needs, including rules for constructing Tweets & posts, time & volume limits, content weighting, and optimize, hold or publishing immediately.

Tracking Enable Omniture or Google Analytics tracking to ensure that traffic from social channels via SocialFlow is accounted for.

KEY PRODUCT FEATURES


Clicks/Tweet by 51%Clicks/Followers by 29%Followers from 188k to 357kApril – August ʻ10

Major global weekly business and world affairs

news magazine

Music retailer and subscription service

/Tweet by 932%

Clicks/Followers by 198%

Followers from 5.2 to 8.5k

March – August ‘10

PROVEN SUCCESS


Use SocialFlow: Successfully reach & engage with your audience

Increase click-throughs to your website

Get people to pay attention to you


Use SocialFlow: Successfully reach & engage with your audience

Increase click-throughs to your website

Get people to pay attention to you

Increase engagement & audience quality

Grow your audience

Create more compelling, relevant content delivered at peak audience interest


ONE MORE QUICKIE!


TRACK YOUR TWITTER GROWTH


BUT ARE THEY INFLUENTIAL?


THANKYOU@MATT_HEINDL


5* ways to optimize social media marketing

Technology

broke promises

textbook early

successfully

sm technology

nextgeneration

firstgeneration

software scalable

social media