Improving Social Marketing Workshop No. 2 - Improving content & engagement! " " " " " "!

Sessions Agenda… buckle up, lets go!!

1. The Social Media Context 2. Reflecting on the ‘five step process” 3. Guides for improving our social media efforts

Note: You will need to use Tweeter/Weibo in this session so please make sure you have your accounts ready to use

Dr. Mathew McDougall… " " " " " "First, a quick introduction!

•  Founder & CEO – SinoTech Group/ Digital Jungle

•  Author – Chinese Social Media Universe •  Blogger – Digital Marketing Inner Circle •  Speaker – Adtech, PATA, SES… many more •  9+ years in China doing digital marketing

60% of the sales cycle is over

before a buyer talks to a salesperson.

CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7

Fact to remember…!Getting focused

This session will focus on

Content, Posting, & Sharing!

SOCIAL MEDIA is the RELATIONSHIP MEDIUM!

@digitaljungle

Your goal shouldn't be to buy leads. Your goal should be to buy

customers.

Tweet This!

Warm Up Exercise

Lets get into the grove

People & organizations can have different understandings of what Social Media is.

In this task, each person should provide at least one term that defines social media for them.

These words will be put on a white board to form a keyword cloud around “Social Media

is….”

Task #1

Similar to the first task, this time each person should provide at least one term that explains

why they think people use social media.

These words will be put on a white board to form a keyword cloud around “People use Social

Media because….”

Task #2

15-20 minutes for cloud tagging

10-15 minutes for observations/comments

Time Limit

The Digital Jungle Process " " " "Reflecting on the 5 steps!

The Process…. !The Digital Jungle five-step process to inform the development of social marketing programs.

Remember this ?

Discovery Phase These tasks will help you create good content

•  Content Audit •  Key Themes & Messages •  Experience Paths •  Recommended Topics Content Strategy •  Reputation Management

•  What is the stage for developing the ‘big idea’? •  Name 5 common KPI’s used in measurement •  Where is the content strategy addresses? •  Where do I define my target audience?

Reflection Questions… Just making sure you got it

Content and Posting " " " "Some Ideas & Suggestions!

First Key Point… Treat people online like you do offline

People online and offline look for simular things when making friends, listening to someone, contributing their ideas, sharing. Just because you are creating content for online don’t push PR or company news at someone. You would not get far in the ‘real world’ doing this so don’t try it in the digital one. .

Posting…!

Content posted before noon gets 65% more engagement that posts after noon

- The Social Influence Company

Source: Digital Jungle Social Insights Report, January 2012

What time?

The shelf life of a social media link is

3 hours.

BITLY, 9/2011

Source: Digital Jungle Social Insights Report, January 2012

Posting… What day?!

Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement (Monday & Tuesday are only slightly behind Friday in terms of engagement)

Source: Digital Jungle Social Insights Report, January 2012

Frequency … links and images!Proposed posting ratios

Social Media Objective Links Images/Video

Brand Awareness 1:5 1:3

Traffic Generation 1:2 1:5

but don’t forget: videos, graphics, infographics, articles and Q/A’s… phew!!

Source: Digital Jungle Social Insights Report, January 2012

•  Contest •  Online game •  Special offer •  Mini series

Engagement ideas…!

Content ideas…!

•  Start a post with a question •  Try “fill in the ……” posts •  Ask for comments and likes •  Humour… (but be careful as someone

humour maybe someone’s insult)

But why do people share?!

1)  reinforces shared views & social bonds. 2)  need to proselytize or desire to connect. 3)  emotional, positive, interesting, anger inducing, or sad are the most likely to be shared. 4)   calm themselves or reduce uncertainty. 5)   bolsters own sense of self

Role of Key opinion leaders •  Would purchasing a KOL help in achieving my specific social

media goal? •  Should I seek help of a KOL ‘superstar’ or use a ‘grass roots’

fan/fanatic? •  If I used a paid KOL, what is the cost/benefit? ($/re-tweets) •  Who provides the content for the paid KOL? •  Are there any KOL’s already engaged and if so, what are they

saying? •  Do the KOL’s differ in different sites/channels?

As marketers… it’s our job to..!

“Make our customers/fans look like rock stars!”

Social Media can be used in lead generation!

Like CTA Blog Post

Landing Page

+1 Product

Page Landing Page

CTA

Form Landing Page Tweet Lead

Note: Call to action Example 1. - CTA that drives someone to your Shopping Cart Example 2 – CTA that drives someone to a landing page with an introductory offer

Today, I had an epiphany… my fans/followers rock!

@digitaljungle Tweet This!

Putting into Practice: !Time to play

Group Exercise !Time to get engaged

With your tablemates you will create some content that will suit your assigned site/SMM objective. You must have at least 15 example messages Remember to include some ideas from this workshop.

Collect your messages on the flip chart so that you can report back to the group at the end of the task.

Task – Content Strategy

Formulating the message…!

Consider the following: •  What is the culture/tribe engaging with the site you are posting on

•  Is there a certain content restriction – no product mentions etc

•  What tone of voice is appropriate?

•  Do I use links or images?

•  How does the content relate to my overall objective?

40 minutes for discussion

20 minutes for presentations

Time Limit

In todays SMM workshop I learned

“……...”

@digitaljungle Tweet This!

Thanks!Follow on Twitter���@digitaljunglecn

Connect on Linkedin���www.linkedin.com/company/digital-jungle

Company Email ���info@digitaljungle.com.cn

Presentations on SlideShare���www.slideshare.net/digitaljungle

Company Website���www.digitaljungle.com.cn

Also, don’t miss out on !Dr. Mathew McDougall’s new book! “The Chinese Social Media Universe” !

Follow on Weibo: www.weibo.com/digitaljungle