newground uli social media presentation
DESCRIPTION
Presentation created for the Urban Land Institute Fall Meeting 2014 in NYC. Robert O'Shaughnessy and Jamie Latta of NewGround PR & Marketing discuss creating useful content across social platforms, attracting brand advocates and analyzing ROI of Social Media.TRANSCRIPT
Robert O’ShaughnessyPresident of Digital Marketing
ULICommittee MeetingNew York
Jamie Latta-CorsonVP Content Marketing & Social Media
NewGroundCo.com
How To Use Social Media to Get Measurable Results
• Facebook has 1.4 billion members
• LinkedIn 300 million
• Twitter 255 Million
• Instagram 200 million
• Pinterest drives more referral traffic than Twitter,
LinkedIn & Reddit COMBINED!
• Google+ is an SEO goldmine combining social, site
and search
• 69% of large companies are increasing
staffing for social marketing
• 68% of companies are growing their social
marketing budget
• Over 400 billion post and growing everyday day
It’s Complicated
Let’s Break It Down
Content marketing is about owning, not renting your media. In order to
change or enhance customer behavior you must create and curate content that
is valuable, compelling and consistent.
This is NOT new.
Content Marketing is WIIFT Marketing:
What’s in it for THEM?
Be Visual
Be Consistent
Be Dedicated
Embrace the Dark Side of Social Media
Social media is the single largest source of unsolicited consumer opinion.
Measuring Sentiment - use attached images
Be Focused
Be Experimental
Have a plan that creates extraordinary content designed for
your audience to achieve your objectives.
Influencers vs. Brand Advocates
Brand Advocates Drive Business Results
Employees are Your Best Possible Social Advocates
Your employees are the human conduits to your brand
The Human Trust Element
The Human Amplification Engine
DOES IT WORK?We’ve Covered a Lot:
• HOW to create content that increases brand
awareness and attracts influencers?
• Be Visual
• Be Consistent
• Be Dedicated
• Be Focused
• Be Experimental
• And…Know objectives, make plan to achieve
them
How do we know if it works?
• Increase revenue
• Facilitate Customer Service & Engagement
• Boost Public Relations
• Referral marketing (brand ambassadors sharing
your content)
• Reputation – Positive? Neutral? Negative?
• Optimization – What messages resonate?
(We’re going to talk about all these things. And also: scary clowns!)
Here’s Why I Like Social Media:
Everybody is trying to track ROI
But ROI can mean different things…
• Engagement (loyalty)
• Awareness (brand visibility)
• Traffic & Leads
• Resonance of content
Focus on value creation, not revenue extraction
• Positive
• Neutral
• Negative
• Volume and frequency of commentary
Listening – What are people saying about our brand
Check out Adobe Social – Easy content posting,
tracking, reporting
Listening – What are people
saying about our brand
Engage – Amplify the Positive…
Engage – and seize chances to show good customer service …
Engagement – Setting Goals
Important Metrics
• Visibility
• Loyalty
• Customer Satisfaction
• Traffic & Leads & Sales
• Quality of Content
When you can’t afford Enterprise Level Software…
Let’s say I want to know more about Scary Clowns (who wouldn’t?)
Robert Slide
Every single post, be it an ad or “organic” content, must have
tracking parameters added to the post so you can look
and see which posts resonate, and which are ignored
(And Facebook “Insights” lets you see data about posts and all content –and every social outlet has variations on these reports)
https://support.google.com/analytics/answer/1033867?hl=en
Keep this URL
Google Analytics: Tracking URLs
Google Analytics: Tracking URLs
Google Analytics: Setting & Measuring Goals
Google Analytics: Setting & Measuring Goals
Google Analytics: Setting & Measuring Goals
Google Analytics: Setting & Measuring Goals
Google Analytics: Setting & Measuring Goals
# Fans/Followers Estimated Reach of a Status Update (16%)
# of Anticipated Click-Through (1% CTR)
1,000 160 1.6
10,000 1,600 16
100,000 16,000 160
1,000 160,000 1,600
Create Good Content, Share Wisely, Get Results
* This amazing chart is based on research conducted by Hootsuite
Math Says: Get Followers…
Math Says: Get Followers…Drive them to a Landing Page
# Fans/Followers Estimated Reach of a Status Update (16%)
# of Anticipated Click-Through (1% CTR)
1,000 1.6 0.064
10,000 16 0.64
100,000 160 6.4
1,000 1,600 64
Create Good Content, Share Wisely, Get Results
* This amazing chart is based on research conducted by Hootsuite
Math Says: Get Followers…Drive them to a Landing Page…
And Get Conversions
It’s not that scary
(We just wanted one more excuse to use this picture)
Does it Work?