idg nl social business

Social Media Workshop24.5.15 Amsterdam

Transcript „ Employees are often being missed when it comes to social“„Mostly employees do Social Media activities next to their daily job“ „C-Level still thinks Social Media is for free and doesn’t need additional resources/budget“„When you start a conversation on social networks with clients, there is the pressure to take it offline to create a lead“„Board member often think that on Social Channels Input is equal Output (You spend 10K and you get at least 10K)“

Challenges

Approach of Social Media„C-Levels often use Social Media Marketing for campaign support and not as a long term relationship with their target audience“- Relationship building is long-term goal, need to get beyond quarterly campaign limitations by establishing short and long range goals- Paid Social Advertisement more like a traditional media strategy, can turn on and off

Audience„How to treat different audiences like Journalists, Influencers etc. on Social?“- Get to know your followership- Categorize followers- E.g. contact Journalists directly via DM when you have news

„Companies over architect things and end up doing nothing“- Start small, define scope and then scale

„Content & activities start strong and then you cannot keep up with it“- Create an editorial calendar to plan your content and community activities- Use different content formats (measure what is working, be creative) to keep users engaged and motivated

ROI of Social Media„B2B Social Media KPIs: everybody has a different understanding of KPIs on Social. Many do mix up KPIs with metrics, but metrics are no goals. When they don’t know they check what the competition is doing and do the same.“

„How do we show the ROI of Social Media?“ Define clear objectives for activites on Social Networks, what is your longtme goal? What are the milestones? Which metrics do you need? Is there a definition of your KPIs?

Usage of FacebookFacebook is being used more for paid advertising only and in terms of communities be seen as B2C- Recommendation to pay attention to the evolution of Facebook, as they are constant ly improving their targeting, adding more and more business relevant functionalities and becoming a media house. Based on Facebooks´ rather personal/private approach, companies do have the option to add a personal touch that can help to differentiate from competitors.

LinkedInis seen as the primary B2B Social Network. Working well for communities, but paid social activities are not worth

the investment compared to less expensive options on Twitter and Facebook

Twitteragile & fastNews-drivenLeverage Multiple Voices-Journalists, Influencers, Thought Leaders

What does work for your business on Social Media?„A combination of using LinkedIn / Twitter / FB (mostly paid Ads) -> then stick to activities that worked“ „Provide context to something you are showing, not just post out of the dark“ „Team members get a bonus when they acquire newmembers to corporate LinkedIn group“ „Employee Advocacy Program where employees can easily share companies’ updates (via platform)“

IDG Social Business

SOCIAL MEDIA LANDSCAPE

The face of social media continues to evolve at a rapid pace—rise of Big Data, Content Marketing and an ever-expanding solution set complicate the search for meaningful ROI.

At the same time, social media finally shows it’s growing up to become a full fledge marketing channel.

The industry has been slow to respond.

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EVOLVING EXPECTATIONS

2016 Prediction From Forbes:

Marketers Will (Finally) Recognize Social Media as a Channel, Not a Strategy. Social media isn’t marketing, and it doesn’t work as a “strategy” on its own—something that seems to have finally sunk into the collective marketing consciousness. Social media is one platform of many, a tactic that does a great job of supporting broad campaigns but flounders by itself. This distinction will shape marketing strategies and budgetary considerations in 2016.*

*Top 10 Marketing Trends that will Shape 2016, Nov 3, 2015

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The Social Enterprise

https://www.youtube.com/watch?v=eX-iYHZ-Ug0

https://www.youtube.com/watch?v=eX-iYHZ-Ug0

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Mobile PenetrationPercentage of mobile users:

89%Facebook

88%Twitter

40%YouTube

80%Pinterest

100%Instagram

50%LinkedIn

B2B buyers participate in work-related social networks & forums through their phones 47%

who follow brands on social media platforms are more loyal to those brands 53%

Average number of social media accounts per user 5.54

people have one or more active accounts1.7 billion

SOCIAL STATS REVEAL A FRAGMENTED, MOBILE AUDIENCE

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KEY CHALLENGES IN SOCIAL MARKETING

86% of B2B Marketers are Using Content

Marketing!

77% of B2C Marketers are Using Content

Marketing!

Increasing Complexity

Effectiveness Disconnect

Quality Content at Scale

77

16%

26%

17%

19%

12%

8% 2%DAILY

MULTIPLE TIMES PER WEEKWEEKLY

MULTIPLE TIMES PER MONTHMONTHLY

LESS THAN ONCE PER MONTHUNSURE

HOW OFTEN B2B MARKETERS PUBLISH NEW CONTENT

CHALLENGES THAT B2B MARKETERS FACE

MEASURING CONTENT EFFECTIVENESS

PRODUCING A VARIETY OF CONTENT

LACK OF BUDGET

GAPS IN KNOWLEDGE AND SKILLS OF INTERNAL TEAM

FINDING TRAINED CONTENT MARKETING PROFESSIONALS

LACK OF INTEGRATION ACROSS MARKETING

LACK OF BUY-IN/VISION FROM HIGHER-UPS

TECHNOLOGY-RELATED CHALLENGES

PRODUCING ENGAGING CONTENT

PRODUCING CONTENT CONSISTENTLY

54%

50%

49%

42%

41%

34%

32%

30%

29%

20%

SOCIAL MEDIA DRIVES CONTENT QUALITY AND QUANTITY

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BUSINESS VALUE EXCHANGE

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Usage is ChangingTrends over the past 10 years for marketers seeking to deploy various social media objectives reflect shifting priorities of the marketing landscape.

Application?Social Media is not a one trick pony. Key is to leverage across multiple marketing objectives.

Interest Over Time

Lead Generation Engagement Sentiment Awareness

Content Marketing

TRENDS IN MARKETING FOCUS

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Emerging Trends in Social Media KPIs

Reach/ Amplification

Engagement/ Advocacy

Demand Generation

Community Activation (Creation)

Community Management

Social Content

Management

TOP 6 MARKETING PRIORITIES

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Demand Generation

Vertical Funnel Activities

Social KPI Driven Solutions

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ALIGNING TO CUSTOMER MARKETING PRIORITIES

Amplification of messages, largely defined by the ability to drive contextual awareness, reach

IDG Metrics:• Primary and Amplified

Reach, Impressions, Views


Focused on various types of audience engagement with or reaction to content

IDG Metrics:• Likes, Tweets, Thumbs

Up, Follows, Joins, Comments, Shares


Traditionally defined leads and softer forms of social registration

IDG Metrics:• Leads, Social Network

Joins, Community Memberships, Event Registrations, Appointment Setting

Demand Generation

Content creation designed to work across social platforms and other marketing channels

IDG Metrics:• Blend of Social Reach,

Engagement and Demand Generation

Social Content

Managing existing community platforms, social media channels and employee involvement


Engagement and Demand Generation in relation to activity and growth


Launching new communities, which carry various objectives and levels of market impact


Engagement and Demand Generation in relation to growth

Community Activation

Horizontal Management Needs

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Vertical Funnel Activities


• Power Chats (Text and Video)

• Advocacy Accelerator

• Event Amplification


• Crowd Sourced Articles

• Content Socialization

• Social Advocacy Packs

• Blog Posts (Text and Video)

Social Content

• Community Playbooks

• Audience Intelligence

• Social Network Management

• Full Community Management (Strategy, Build, Moderation, Engagement)


• Custom Community Platforms

• Power Blogs

• Community Works

• LinkedIn and Facebook Hosted Groups

Community Activation

Horizontal Management Needs

A portfolio of products designed to deliver on your objectives and measures of success THE IDG SOCIAL BUSINESS PORTFOLIO

• SMart Ads

• Sponsored Blog Posts

• Influencer Promotions

• Enhanced Community Threading

• IDG Brand Sponsored Tweets (Social Shout Outs)

• Community Memberships

• Social Lead Generation

• LinkedIn Lead Activation

Demand Generation

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WORKSHOP SESSION

• Best Practices for Social Platforms• Marketer Keys• Breakout Discussion

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Best Practices:LinkedIn, Facebook, Twitter, Video

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64% of a brand social referral traffic comes from LinkedInLinkedIn

- Networking- Sales Leads- In-depth insights- Content development

- Post at least 20 times per month - Post industry insights - Ask employees to share on their profile- Engage in conversations with target members

and share industry insights- Leverage influencers and experts- Create a LinkedIn group- Create a LinkedIn company’s page- Convert popular conversations on LinkedIn into

a blog post and share the new content - Use eye catching visualization to convey

industry insights- Leverage videos

Audience: 30-64 yrs, college graduates, higher income household

Opportunities. Actions.

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34% of Twitter users log into Twitter more than once a day! Twitter

- Brand visibility- Networking/building

relationship- Content development- Content distribution/promotion- Brand monitoring

- Post 1-5 times per day- Post news, trends, facts, stats, inspiring quotes. - Post high quality images- Create short videos and GIF- Brand your content (memes, templates)- Host live Twitter chats- Promote content to influencers/experts- Pitch stories to journalists/influencers- Connect and leverage those who are already talking

about you- Share insights from other sources/channels and always

credit the original source- Engage with influencers, experts and key stakeholders

Audience: under 50, college-educated


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58% of Facebook users are connected to work colleaguesFacebook

Opportunities.- Brand Visibility- Content development/host

Actions.- Post 1-2 times per day- Brand your content (memes, templates)- Create content that is more digestible (share fun facts

as well as industry insights)- Tag other credible pages in your posts- Use Facebook Live for events or to offer

tutorial/trainings- Set up the ‘sign up’ button on the Facebook’s page- Create Facebook apps on your page to display your

other channels/content (e.g. Instagram)- Share insights from other sources/channels and always

credit the original source- Use Facebook to host photos from events (album)

Audience: 18-65 yrs, college-educated

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Of online video accounts for 50% of all mobile traffic. Video

- Content visibility- Conversion- Repurposing content

- Integrate videos in your social media marketing strategy

- Optimize videos for channels and device- Use videos for live events, GIFs, for streaming

live questions/interviews with key experts, training and tutorials.

- Convert content into small videos that can be repurposed over time and across channel (blogs, Twitter GIF)


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Video

Video Options.- Facebook Live (live streaming)- Periscope (live streaming)- Blab (live streaming)- Snapchat (live streaming/short videos)- Meerkat (live streaming)- Twitter (GIF, short videos, use Periscope)- Vine

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Marketer Keys

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Benefits Incredibly powerful when aligned to Buyer Journey

LimitationsNoisy marketplace

Response ratesCredibility

Benefits Immediacy

ScaleControl

LimitationsPoor Message Coordination

Confused Audience

Promoted Brand

Content

OWNED MEDIACorporate Content

PAID MEDIATraditional Ads

CONVERGED MEDIA

Sponsored Customer

Brands that Ask for Shared

EARNED MEDIAOrganic

Brand pays to leverage a channel

#1: CONVERGED MEDIA MINDSET

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Coordinated POE channels

LimitationsNo guaranteesTime to scale

Not trustworthy

Benefits Control

VersatilityNiche Audiences

Channel a brand controls

LimitationsNo Control

Possible negative impactHard to measure

Benefits Credibility

Role in SalesLives on

When customers become the channel

Source: Forrester Research, 2010

Need Assessment Evaluation Selection Implementation

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...Content is Not Enough

AUDIENCE INTELLIGENCE + RIGHT CONTENT = BEST ENGAGEMENT

#2: CONTEXT IS KEY

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#2: CONTEXT IS KEY1. Right Audience

– Who is my audience?• Analyze target profile, research hot buttons, understand spheres of use, influence and decision-making

(buying team), where they go for information

2. Right Time– What factors speed or slow buyer behavior?

• Economic and social factors, customer trends, time of year• Point in buying cycle

3. Right Content– What do they want from us and our competitors?

• Review customer feedback about the company and the industry• Understand challenges are customers facing vis-à-vis the company’s offerings

– What can I give my audience that will be of value to them?• Review what’s already out there, particularly in the social web• Translate customer knowledge to the best blend of paid, owned and earned media

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#3: DEFINING SUCCESS

Source MIT Sloan Management Review

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#3: DEFINING SUCCESS

• Impressions• Effective Reach• Pass-along• Clicks• CTR• CPL• CPE• Visits• Views• Stay-Thru Rate• Campaign Studies

• Total Social Participants

• Total Effective Reach

• Share of Conversation

• Audience Sentiment

• Followers• Members• Likes• Views• Comments• Embeds

• Blog Posts• Tweets• Re-Tweets• Share of

Conversation • Shares• Forwards• Tags• Links• Web Citations• Reviews• Uploads• Downloads

• Visits• Page Views• Clicks• Duration• Video Plays• Downloads• Return Visits• Memberships• Bookmarks• Search Rank• Audience Surveys

Paid Owned Earned

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THANK YOU!