how to develop an social media marketing and advertising strategy
DESCRIPTION
How to develop a social media strategy including social marketing, content writing, content publishing, social listening, social analytics and social advertising.TRANSCRIPT
@MackeyLeah 2
WHO AM I?
Leah (Mackey) SchultzDirector of Social Media Operations at ACS Advertising, in Brentwood, TN
Connect with me:Twitter.com/MackeyLeah
linkedin.com/in/[email protected]://leah.populr.me/
@MackeyLeah 3
FIRST THINGS FIRST – TONIGHT’S HASHTAG
#OneNightWithLeah
#XanaxIsYourFuture
#LearnHowToUseExcelForTheLoveOfGod
#ZuckerbergWontTakeMyCalls
#LeahDoesBelmont
#NoIwontMakeYouGoViral
#StopTweetingBoringShit
#MyParentsHaveNoIDeaWhatIDoForALiving #PleaseSendVodka
#LessonWithLeah
#SocialMediaAndSparkles
#PartyAndBullSchultz
#HolySchultz
#DrGParty
@MackeyLeah 4
SOCIAL MEDIA MARKETER
What my friends think I do. What my mom thinks I do. What society thinks I do.
What my clients think I do. What I think I do. What I actually do.
@MackeyLeah 5
AGENDA
• Intro/video
• What?
• Why?
• How?
• Measurement / KPIs
• Social Advertising
• Tools & Extras
@MackeyLeah 6
SOCIALNOMICS - VIDEO
http://youtu.be/zxpa4dNVd3c5th version of the world's most watched social media video series "Social Media Revolution.” Written by international
keynote speaker and best selling author Erik Qualman (Socialnomics, Digital Leader, Alex Azure & Forbidden Door)
@equalman
@MackeyLeah 7
WHAT DO WE HAVE HERE?
Social Media is a way marketers can engage in
TWO-WAYconversations with their target audience.
@MackeyLeah 9
WHAT CAN SOCIAL MEDIA OFFER?
• Visibility / Branding
• Virtual Networking
• Lead Generation
• Social CRM / Customer Care
• Market Research
• Competitive Analysis
• Added SEO Value
• Identify Influencers
• Information Sharing
• Track Industry News
• E-Commerce
• Digital Display Ads
• Employee Recruiting & Retention
@MackeyLeah 11
SOCIAL MEDIA TODAY
73%of online adults using
social networking sites (up 10% from previous year).
90%of marketers use
Facebook ads.
Facebook has
1.01 Billion
mobile monthly active users as of March 31, 2014.
17%of online adults use Instagram (up from 13% in late 2012).
85%
of marketers have no plans to use Snapchat.
Twitter has
255Mmonthly active users.
Sources: Scarborough & Pew Research Center 2013; Twitter 2014, Facebook 2014
@MackeyLeah 13
WHY SHOULD I GIVE A DARN?
Percent of social media users who participate in the following at least once per month on social media sites:
Hear others’ experiences
Learn about brands, products, services
Compliment brands
Express concerns or ask question about brands/services
70%
65%
53%
50%Source: Nielsen 2012
Source: Nielsen 2012
@MackeyLeah 14
WHAT MAKES THIS IMPORTANT?How will you know if your efforts are effective if you don’t measure your activity?
Referring Traffic
Mobile
Fish Where The Fish Are
Host The Conversation in a Controlled Environment
Develop A Community: Virtual WOM
Transactional
Measurable SEO
@MackeyLeah 16
GOAL SETTING: ATTAINABLE & MEASURABLE
Must know what you are trying to achieve before you can develop a strategy to achieve it!
Think short & long term
Set aggressive, yet attainable goals
Don’t set goals that you can’t (or don’t plan to) measure for success
Periodically review and adjust
Social media is a marathon, not a sprint
@MackeyLeah 17
ACTIONABLE GOALS
What action do you want your audience to take?
Sign-Up / Subscribe
Consideration
Buy Something
Like, Follow, Comment, Share, +1
Peer Interaction
Download
Give Feedback
Self-Service
@MackeyLeah 19
QUALITY OVER QUANTITY
• It is better to be awesome on fewer channels than to be mediocre on many.
• Exception: Google+
• Know your audience
• Cross Promote
@MackeyLeah 20
SELECT BASED ON GOALS
MARKETING INFORMATION BROADCASTING E-COMMERCE
DEALS, COUPONS,
PROMOTIONSSEO BRAND
AWARENESSCUSTOMER
CARE Ads Sexting
Facebook P P P P P P P P
Twitter P P P P P P P
YouTube P P P P P
LinkedIn P P P P P
Pinterest P P P P P P
Instagram P P P
Google+ P P P P P
Blogs, Tumblr P P P P P P P
Flickr, Etc. P P
Email P P P P P P
Podcasting P P P
Webinars P P P
Snapchat P
@MackeyLeah 23
TECHNIQUES
• Content is still KING:
• Feed your audience & feed the search engines
• Original: content marketing
• Curated: sharing content created by others
• Always use content calendars
• Post content that evokes a reaction
Really?16%
Sad10%
Awesome37%
Ha!14%
Wow23%
Source: News.me http://goo.gl/WjCTl
What Makes People Share Your Content?
@MackeyLeah 24
CREATING ORIGINAL CONTENT
• Blogging – position yourself as the expert
• Utilize thought leaders and subject matter experts within your organization
• Utilize guest bloggers
• Guest blog for others
• Human interest content
• Company News / Events
• Behind the scenes
• Infographics
• Rich media conquers all: photo, audio, VIDEO
• Include calls to action in posts
@MackeyLeah 25
CURATING & SHARING
• Industry news
• Leading publications
• Identify influencers
• Legitimizes your expertise
• Reciprocation
• Convenience of the share buttons
• Always give credit / site author
@MackeyLeah 26
CALENDARS
• Holidays
• Weekly vs. Monthly
• Topical (Throwback Thursday, Motivational Monday, ETC.)
• Repurposing previously created content that is still relevant
• Be purposeful; don’t post just to post
• Consider time of day that is best to reach your target audience
@MackeyLeah 27
FREQUENCY
• There is no magic # of posts you must write every month
• Basic Rule of Thumb:
• Post relevant content on a regular schedule.
• Content is still KING
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week
Baseline Recommendations:
***I repeat: There is NO magic #!***
@MackeyLeah 28
VISUAL CONTENT
Tweets with image links have engagement rates two times higher than Tweets without image links.
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week
@MackeyLeah 29
VISUAL CONTENT
Facebook posts with photos out perform text only posts.
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per weekLikes Comments Click-Throughs0%
20%
40%
60%
80%
100%
120%
53%
84%
104%
(Source: http://bit.ly/1dhePqM)
@MackeyLeah 30
SAMPLES OF ENGAGING CONTENT
https://twitter.com/adidasHoops/status/306436412461432832
https://twitter.com/adidasHoops/status/307156711804899328
@MackeyLeah 32
WHAT IS SOCIAL LISTENING USED FOR?
Social
Listening
Market Research
68%
Crisis Identification
61%
Market Share Measurements
57%
Influencer Marketing
57%
Customer Support
46%
Lead
Generation
22%
Competition & Brand Tracking
82%
Source: Forrester Research Trends
@MackeyLeah 33
WHAT IS BEING SAID?
Source: Forrester Research Trends
Positive Neutral Negative
Questions
Compliments
Complaints
Reviews
Facts, Speculations, Opinions
Stories / News
@MackeyLeah 34
NOW WHAT?
Source: Forrester Research Trends
Ignore&
Do NothingTake Control
Your Options
@MackeyLeah 35
SAMPLE POSTS ACQUIRED BY LISTENING…Example: McDonald’s
Thinking of trying a flavored coffee from McDonald's this morning....any suggestions?
I want to try a smoothie from McDonalds but I might not like it.
@McDonalds: In honor of National Chocolate Milkshake Day, I’m dipping my fries in my shake. Do you have a unique
way of enjoying yours?
Should I try the mango pineapple smoothie from McDonald's ?
I hate when McDonalds sneaks those tiny little onions on your burger.... Gross.
Dear McDonald's, thank you for the knife & fork you included with my fruit & walnut snack tray. But may I
make a suggestion? Would you please include a spoon in the packet, too? I mean seriously, how else am I
supposed to eat the rest of the yogurt out of the tray once all my fruit is gone?? A knife & fork don't really
work for that. Just sayin'...
Hello people of Bradford, before you decide to go to Bradford Mcdonalds you might want to think twice and go
somewhere else. Rumors are where you get your lattes and or smoothies and your drinks, in the corner where
the drinks are being made you'll find cockroaches, when there is one cockroach you know that there has to be
more of them, my suggestion to you is take you and your family elsewhere to eat…be safe.
@AndrewSnedeker: @McDonalds Dipping my nuggets in my shake. It is different but the contrasting sweet & savory and
the hot & cold are GREAT!!!!
@MackeyLeah 37
THE PROCESS
Identify engagement
opportunities
Leverage Subject Matter
Experts / Departments
Respond in near real-time
Measure & Track
Customer Care Sales ITPR Marketing
@MackeyLeah 38
THE RULES OF ENGAGEMENT
• Respond to direct questions, complaints and comments that require it
• Ask your audience for feedback
• Be prepared for the positive & the negative
• Do not delete negative posts; use them as an opportunity
• The 2 most important things you can say on social media: “thank you” & “I’m sorry”
• Do not feed the trolls!!
@MackeyLeah 40
METRICS
• Volume - # of posts, mentions
• Sentiment / Tone - positive, neutral, negative, mixed
• Workflow - actions taken with a post by the brand: replied to, starred, saved, RT’d, liked, hidden, etc.
• Influencer Identification - what is the potential reach of the author?
• Classifications - questions, reviews, complaints, compliments, general mentions
• Fans, Followers, Subscribers
• Engagement - Likes, Re-tweets, favorites, +1s, comments
• Search marketing & page rankings
• Success Stories (non-quantifiable wins)
• Identify Trends (product/service releases, news, FAILS)
• The bottom line is that you need to decide which metrics matter most for your brand and pay attention to those.
@MackeyLeah 41
THE ROI QUESTION
Things we should ask the ROI question about before social media: http://goo.gl/Tl5N6
@unmarketing
@MackeyLeah 42
A BETTER ROI QUESTION
“Not everything that counts can be counted, and not everything that can be counted counts.” –Albert Einstein
“The ROI of social media is that in five years your company will still exist.” –Erik Qualman, Socialnomics
What is the COI?(cost of ignoring)
@MackeyLeah 43
THE ROI QUESTION – FOR REAL
Metrics that you can tie a real number to and show ROI
• Conversion Rate (sales directly attributed to digital marketing campaigns)
• Cost Savings
• Lead Generation / Audience list growth
• Social CRM / Customer Care
• Search Marketing & Page Rankings
• Referring Traffic
• Employee Recruitment & Retention
Ol’ faithful:ROI = [(Gains – Costs) / Costs] x 100
@MackeyLeah 45
SOCIAL MARKETING
10 Step Strategy
1. Audit your current social footprint2. Research your competitors and target audience3. Identify goals4. Start listening
Planning
Production5. Select your weapons6. Develop content calendar7. Launch
Activation8. Engage9. Measure10. Refine
@MackeyLeah 47
WHAT IS SOCIAL ADVERTISING?
Advertising that relies on social information or networks in generating, targeting, and delivering marketing
communications.
These consist of ads that are highly targeted and seamlessly integrated into a user's social media experience. They are
often nearly indistinguishable from organic content.
Generally social ads are distinguishable from organic content by their placement, or with a logo/notation saying
“sponsored” or “promoted.”
@MackeyLeah 48
SOCIAL ADVERTISING VS. SEM
Search Engine Marketing
Social Advertising
Targets passive candidates in their natural environment.
Behavioral based
Billing options: per click, engagement, follow, like
Ads can contain social context(like, share comment, RT)
Ads served based on interest/behavior, opportunity for additional impression
frequency
Targets active audience who is actively searching for opportunities on search engines.
Keyword based
Billed per click or impression
Ads do not contain social context
Ads served based on search queries
@MackeyLeah 49
SOCIAL ADS NETWORKS
Currently Available In Beta or Coming Soon
*The "+Post" ads will run on Google Display Network. The ads look just like Google Plus posts but appear outside the network. Despite the introduction of the unit, Google+ itself will remain ad-free. (for now!)
*via promoted Tweets
@MackeyLeah 51
SOCIAL AD BUDGETS
Percentage of 2012 Online Budget Dedicated to Social Media Advertising
Source: Nielsen 2013
@MackeyLeah 52
WHERE DEM DOLLAZ AT?
Source: Nielsen 2013
Increase64%
Decrease2%
Stay The Same34%
Advertiser Outlook for Paid Social Ad Budgets
1-10% 11-20% 21+%
Paid Social Ad Budgets Will Grow By…
@MackeyLeah 53
WHERE DEM DOLLAZ AT?
Source: Nielsen 2013
None, it has it's own dedicated
budget41%
From Online Display
23%
From Other Online
Channels10%
From Offline Channels
39%
@MackeyLeah 57
OBJECTIVES – PREMIUM ADS
Pop Quiz:How much does a Facebook Log Out Page Premium Ad
cost?
@MackeyLeah 58
SOCIAL ADVERTISING BENEFITS
Advanced Targeting
Social Networks have high engagement – Americans spend an average of 12
hours/month on social networks
Complements marketing mix
Easy to measure
ROI
Easy to optimize
Pay-to-PlayOrganic vs.
Paid
In-stream native ads look, feel, and function seamlessly across mobile and desktop
Social networks have scale - enormous user bases and deep
databases.
@MackeyLeah 59
TARGETING OPTIONS
Cconnections (friends of friends)Relationship
Status
Location
Gender Device
Network (wifi?)
Inclusion or Exclusion of Current Fans/Followers
Behaviors / Interests / “Engaged With”
Workplace
ReligionLife Events
Income
Religion AgePolitical
Affiliation
Education
Movies you’ve
watched
Music you’ve listened to
Books you’ve read
Places you’ve
checked in
OMGSTAAAHHHHP!!!
(This is getting intense! And AWESOME!)
@MackeyLeah 60
AD COMPONENTS
What is your business?
What is your message?
What is your visual asset? (photo/video)
What action do you want your audience to take?
1
2
3
4
12
3
4
12
3
4
@MackeyLeah 61
AD PLACEMENT
1. Mobile News Feed2. Desktop News Feed3. Right column of Facebook
(RHS)
1. Mobile Timeline2. Desktop Timeline3. Left hand column of Twitter
in the “Who to follow” section.
@MackeyLeah 62
THE PROCESS
Adjust
Make adjustments
based on results
Create
Craft ads with engaging copy
& creative
Optimize
Create combos of targeted audiences
Reporting
Analyze the metrics and
KPIs that matter to your
business
@MackeyLeah 65
MONITORING
Paid/Enterprise
• Salesforce Radian6
• Sysomos
• Attensity
• Alterian SDL
• Crimson Hexagon
• Visible Technologies
• UberVU
• Argyle
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for Pages)
• twitter.com/search
• crowdbooster.com
• There are many tools that exist, it seems as if there is a new social media monitoring solution that pops up every day. With a crowded space, competition among tools pushes each platform to evolve at a rapid pace.
• Tools are just that, tools. It is your expertise that brings the real value.
About a million others. Great list at: http://goo.gl/DXteG A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/
@MackeyLeah 66
PUBLISHING
Paid/Enterprise
• Spredfast
• Salesforce BuddyMedia
• Sysomos
• Hootsuite Enterprise
• Sprout Social
• Argyle
• Hubspot About a million others. Great list at: http://goo.gl/DXteG
A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for Pages)
• twitter.com/search
• crowdbooster.com
• Bufferapp.com
@MackeyLeah 67
COOL TOOLS (AND FREE!)
• IFTTT.com
• Tweet Stats
• Refollow.com
• Tweetreach.com
• Twitterfall.com
• Visibletweets.com
• Klout.com
• Twistori
@MackeyLeah 68
MAJOR PLAYERS – SOME OF MY FAVSTHIS LIST COULD GO ON AND ON
• 100 best Twitter feeds for all kinds of news http://j.mp/uR0xy
• @unmarketing
• @equalman
• @MariSmith
• @SocialMediaClub
• @markwschaefer
• @jaybaer
• @problogger
• @JasonFalls
• @smexaminer
• @ThisIsSethsBlog
• @mashable
• @Charmin (seriously.)
Nashville:
• @SMCnash
• @nashvillebiz
• @SouthernAlpha
• @nashchamber
• @nashtechcouncil
@MackeyLeah 69
SUGGESTED READING
Blogs
• http://mashable.com/
• http://www.socialmediaexaminer.com/
• http://www.allfacebook.com/
• http://www.mediabistro.com/alltwitter/
• http://alltop.com/
• http://www.readwriteweb.com/
• http://thenextweb.com/
• http://techcrunch.com/
• http://thebrandbuilder.wordpress.com/
• http://www.socialmediaexplorer.com/
@MackeyLeah 70
SUGGESTED READING
Books
• Unmarketing – Scott Stratten
• The Tao of Twitter – Mark W. Schaefer
• Socialnomics – Erik Qualman
• Social Media Analytics – Marshall Sponder
• The NOW Revolution – Jay Baer & Amber Naslund
• No Bullsh*t Social Media – Jason Falls & Erik Deckers
• Content Rules – Ann Handley & C.C. Chapman
• Wikibrands – Sean Moffitt & Mike Dover