#SocialSuperHeroBe A Social Media Super Hero

Presented by Lisa Peyton, February 3, 2015

Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton

What we’ll cover

Part 1: Why we need super hero powers

- Consumer Challenges

- Technology Challenges

- Education Market Challenges

Part 2: Social Media Strategy

- Foundation for a Solid Strategy

- Research

- Objectives

- Target Audience

- Customer Journey

- KPIs

Part 3: Our Batbelt - Super HeroTools

@LisaPeyton

10 years experience in digital

•Teacher•Mentor•Speaker•Writer and Blogger•Social Media Strategist •Executive Social Media Coach•Student•Proud Dog Owner

@LisaPeyton

What I Know About You

@LisaPeyton

Different and the Same

@LisaPeyton

• WIDE range of company sizes

• WIDE range of social media

community sizes

• MOST targeting K-12 education

admins, IT, educators, parents,

students

• MOST selling education

hardware or software

• MOST have marketing in their

title

WHY We Need Super Hero

Powers@LisaPeyton

Fundamental Changes

@LisaPeyton

CONSUMERS TECHNOLOGY EDUCATION

Skeptical Consumers@LisaPeyton

“It’s not enough to break through the clutter,

in other words. And rarely is it worth the

effort required to smash through the filter.

You need to disarm the filter – and the best

way to do that, is to signal that your signal is

nonthreatening.”

Frank Rose, The Art of Immersion

“The days of putting some stupid message

up and forcing everyone to see it – that’s so

over.”

Alex Bogusky, Creator of Burger King’s

‘Subservient Chicken’ campaign

Connected Consumers@LisaPeyton

Media Consumers – Yesterday

and Today

Passive vs. Active

Predictable vs. Migratory

Isolated vs. Connected

Silent vs. Noisy

Private vs. Public

Impress or Express?@LisaPeyton

Impressions have turned into

EXPRESSIONS

“Consumers not only watch media; they share

media with one another…Expression can be

seen as an investment in the brand and not

simply an exposure to it.”

Henry Jenkins, Convergence Culture:

Where old and new media collide

Consumers Own Brands@LisaPeyton

“Show of hands, please, from those who believe the

recent online ads for Chevy Tahoe -- which mock the

SUV as a planet-destroying gas-guzzler -- prove the

dangers of allowing (even encouraging) user-created

content. Ah, yes, there's quite a few arms raised --

you're all free to go, actually; the marketing business

doesn't need your services anymore. We have a toy

railroad set as your lovely parting gift.”

“Here's what you should do about user-generated

content: nothing. Don't try to control the narrative. Don't

kill the parts you don't like. Don't interrupt. Stand back,

and learn.”

Scott Donaton, Editor Advertising Age* http://adage.com/article/scott-donaton/thrive-world-user-created-content/108884/

Proliferation of Devices@LisaPeyton

Proliferation of Information –

‘Too much noise’@LisaPeyton

Proliferation of Tactics

• 27 tactics and

counting

• Constant content

required

• Social Media most

popular tactic among

other marketers

@LisaPeyton

Proliferation of Channels

• Hundreds of

platforms and

counting

• Marketers use an

average of 6, up from

5 last year

• Biggest increase in

Slideshare, Google+

and Instagram

@LisaPeyton

Education Market Challenges

• Common Core State

Standards

• Digital curriculum

• Bring Your Own Device

• Differing Internet and

social media guidelines for

classrooms

• #learnanywhere

@LisaPeyton

What I hope to leave you with

• Strategic solutions

• Ability to foster ongoing

discussion about how to best

use social media

• Super Hero Tools

• Inspiration, Confidence and

Support!

@LisaPeyton

FROM this…

@LisaPeyton

TO this…

@LisaPeyton

Part 3: Strategic Solutions@LisaPeyton

Foundation for a Solid Strategy

@LisaPeyton

• Know your business (Who are

you? What do you offer? Brand

mission)

• Know your market (Who are your

competitors? What are they doing?

Market trends?)

• Know your audiences (Who are

your customers?)

• Know what you want to achieve -

goals

• Know how you’re doing -

measurement

1) Research

@LisaPeyton

• Customer survey

• Where are your peeps?

• Where do they want to engage

with your brand?

• What language are they

speaking? (keyword research)

• What are your competitors

saying?

• What is your brands current

digital footprint?

* http://lisapeyton.com/lisa-peytons-podcasts-the-brand-man-scott-davis/

Case Study: K-12 Curriculum

Company@LisaPeyton

Customer Survey Questions:

• Which platforms do you use on a

regular basis?

• Where would you welcome the

opportunity to connect with us?

• What recommendations do you

have as we develop our social

media presence?

• Insight: Our audience WAS on

Pinterest and Facebook(DAMN!)

2) Objectives

@LisaPeyton

• What do you hope to achieve?

• How does this serve the overall

business objective?

• Is it measurable and time

sensitive?

• SOCIAL IS NOT A SALES

CHANNEL

• Expression Engine

Case Study: Objectives

@LisaPeyton

Social Media Marketing Objectives

• Increase brand awareness and

thought leadership

• Increase online ‘share of voice’

• Generate new leads

• Identify and connect with industry

influencers

• Grow an active online community

around math education

3) Target Audience

@LisaPeyton

• Who are you trying to reach?

• Who influences your target

audience?

• Who are you current brand

advocates?

• Demographics

• Psychographics

• User Personas

• Behaviors

• Needs and Goals

• Pain Points

Case Study: Community

Outreach Report@LisaPeyton

• Identify online influencers

• Industry bloggers

• Klout Score

• LinkedIn groups

• Where do they engage?

• Relevant hashtags

• What is our offer? (What value do

we offer them?)

• Set-up listening dashboard to

follow, learn and engage when

appropriate

4) Consumer Decision Journey

• Create consistent, user-friendly,

relevant touch-points throughout

journey

• Social media impacts the ‘evaluate

and ‘advocate’ stages

• Need to help consumers navigate

the evaluation process and spread

positive word of mouth

• Where can you build trust?

• Where can you build relationship?

• Empower your brand hero to tell

their own story = ADVOCACY

*Source: Branding in the digital age, David Edelman

@LisaPeyton

Case Study: Touch-point

Message Matrix@LisaPeyton

5) Measurement – KPI’s

• Key Performance Indicators

• How are you doing?

• How effective is your message?

• Which content is garnering

EXPRESSION?

• EXPRESSION = shares, RT’s,

comments, reviews, likes, +1’s,

mashups, mentions

• Relate to overall objectives

• Measure weekly/monthly/Quarterly

@LisaPeyton

Case Study: KPI Worksheet

• Pinterest followers

• # weekly repins and comments

• Social referral website traffic

• Twitter followers

• RT’s, Twitter mentions

• Blog traffic, comments

• LinkedIn followers

• YouTube Subscribers

• Video Views

• Website lead forms submitted

• Overall ‘share of voice’

@LisaPeyton

Results

• Dramatic increase in followers

• Social website referral traffic doubled

• Thousands of video views on YouTube

• Increase in leads generated

Our Batbelt – Tools, Tools, Tools

• Listening – Radian6, ViralHeat,

Hootsuite, Google Alerts

• Management/Scheduling –

Spreadfast, SproutSocial, Hootsuite

• Campaign/Contest Creation –

Buddy Media, AgoraPulse, Wildfire

apps

• Content Management –

Wordpress, Wordpress Wordpress

• Social CRM – Adobe Marketing

Cloud, Nimble.com, Salesforce

@LisaPeyton

Be a Social Media Super Hero!

• Challenging Times – Consumer changes, Tech changes and

Education market changes

• Solid Strategy is NEEDED more than ever

• Foundation for a solid strategy

• Do your research!

• Define your objectives!

• Define your target audience!

• Define your customer journey!

• Define your KPI’s

• Get the best tools you can afford!

@LisaPeyton

Questions? @LisaPeyton

Lisa.Peyton@gmail.com | lisapeyton.com | @LisaPeyton