social media and your marketing mix

Social Media and Your

Marketing Mix

Angela Connor, SVP; Group Director - Media

October 22, 2013

MarketingEDGE 2013

#CapstratSocial

© 2013 Capstrat LLC. All Rights Reserved.

2

WHAT TO EXPECT

I pledge to be:

• Candid

• Insightful

• Passionate

• Helpful

• Funny

• Enlightening

AngelaConnor.com [email protected]

Angela Connor @communitygirl #capstratsocial

mailto:[email protected]


3

What I’ll Share Today


AGENDA TOPIC TIME

Audience-first marketing strategy 10 minutes

Finding your target audience 15 minutes

Incorporating social media into the mix Building an analytics framework

10 minutes

Guiding principles for brands today 10 minutes

Discussion/Q&A 10 minutes


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My Favorite Quote about Change

In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. -Eric Hoffer

-



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Social

is augmenting every

communications touch point in

every company.


© 2013 Capstrat, LLC. All Rights Reserved.

The “Audience-first”

Marketing Strategy



Cool, Unique Ideas

Link: http://www.buzzfeed.com/clockmode


http://www.buzzfeed.com/clockmode

http://www.buzzfeed.com/clockmode


8

Media Usage – Omnichannel Consumers



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Audience-first Marketing Strategy

Nine out of 10

searches result in

action.

59% of people who

search for a local

store will actually

visit.



10 Angela Connor @communitygirl #capstratsocial


11

Don’t be so strategy-oriented that you ignore what

needs to be done.


12

Case Study: Blue Cross and Blue Shield of

North Carolina



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North Carolina



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North Carolina



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North Carolina



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974 HASHTAGS

693 RETWEETS

389 REPLIES

104,649 CLICKS

1,726 COMMENTS

8,703 LIKES

1,605 SHARES

6 million REACHED


North Carolina



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One out of every seven minutes spent online is spent on Facebook.

23% of Facebook users check their newsfeed more than 5 times per

day.

2.1 billion search queries are conducted on Twitter every day. That’s

almost half as many as performed on Google.

1,370 company pages are added to LinkedIn every day.

Facebook and Twitter traffic peaks in the afternoon.

200 million hours of video are watched on YouTube every day.

10 million presentations have been uploaded to Slideshare.

Finding your Target Audience




Finding Your Target Audience


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By title

By interests

Through competitors

By actions

- who they follow

- retweet

- favorite

Through hashtags

Finding Your Target Audience



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23




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#HR

#Tchat

#leadership

#FF

#HFchat

#dthr

#Diversity

#SHRM

#jobs

#CES

#job

#business

#leadfromwithin

#TNLive

#in

#healthcare

#HRTechChat

#HRtech

#management

#recruiting

#USGuys

#career

#NextChat

Find relevant hashtags



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#threewordstoliveby

#love

#me

#cute

#eyes

#nice

#tbt

#throwbackthursday

#nosleep

#bringitback

#graphingcalculatorproble

ms

#twothingsthatdontmixwell

Finding your Target Audience - Teens



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• By interests, age,

demographic location,

education and

workplace

• By the pages and

brands they “like”

• Through competitors

• Through advertising




28




29

Case Study: Deloitte Analytics



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LinkedIn advertising targets for The insight economy: Big

data matters – except when it doesn’t mini-book:

• C-level executives

• Management title and

above in banking,

retail, insurance,

federal and consumer

products

• People with research

job function

correlating to

Analytics positions

and Analytics group

members



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Total spend: $36,000

Impressions: 1.7 million

Clicks: 1,856

Click-through rate: 0.11%

Poll votes: 830

Big Data Interactive

Infographic



http://www.deloitte.com/view/en_US/us/Services/additional-services/deloitte-analytics-service/big-data-problem/index.htm

http://www.deloitte.com/view/en_US/us/Services/additional-services/deloitte-analytics-service/big-data-problem/index.htm


32

Case Study: Allianz USA




Case Study: Allianz USA


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Guiding Principles for Marketers and Brands Today

Become a master at finding your audience on

social media. Don’t be a naysayer.

Don’t add on. Integrate. Don’t Check the box.

Try things that scare you. Test and Learn.

Adjust your beliefs on how to use media for

brand building.

Measure what matters.



35

Case Study: Carolina Biological Supply

Company



37

Case Study: Building an Analytics Framework

Goal Key Metric Key Target 8-Week

Average

Final Status

Drive

engagement

on Twitter

Increase

followers on

Twitter

Expand

reach on

Facebook to

connect with

teachers

unable to

attend the

conference



38


Goal Key Metric Key Target 8-Week

Average

Final Status

Drive

engagement

on Twitter

Twitter favorites,

retweets and

mentions

65 favorites,

retweets and

mentions from

April 10-15

6 favorites,

retweets and

mentions

52 favorites,

retweets and

mentions

Increase

followers on

Twitter

New Twitter

followers

60 new followers

from March 29 to

April 22

10 new

followers

60 new

followers

(baseline: 701)

Expand

reach on

Facebook to

connect with

teachers

unable to

attend the

conference

New Fans 175 new fans

from April 4-15

71 new fans 627 new fans

(baseline:

8,050)

Facebook Post

Reach

Average of 1,750

reached for all

posts.

1,260 average

reach

5,503 average

reach



39




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Key Takeaways


• You should be looking for ways to amplify your

messaging and get more out of marketing dollars.

• Align goals with business objectives.

• Select platforms based on your goals and your

AUDIENCE.

• Remember, B2B targets are still consumers.

• Once you find your audience, engage.

• Measure what matters


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Free monitoring and search tools

Search.twitter.com: Twitter’s advanced search feature filters tweets by

words, people, places, and sentiment.

Addictomatic: With Addictomatic, you can create a tracking page that

pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr,

Digg, and more.

Twazzup: Twazzup creates a dashboard to track keywords on Twitter by

link popularity, contributors, influence, tag clouds, and users.

Social Mention: Through Social Mention, you can search keywords across

multiple platforms and filter by top keywords, users, hashtags, rankings,

and sentiment.

Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter,

Facebook, LinkedIn, Foursquare, MySpace, and WordPress.

Followerwonk and Tweetadder: Allow you to search bios and content on

Twitter.


https://twitter.com/search-home

http://addictomatic.com/

http://www.twazzup.com/

http://www.socialmention.com/

http://hootsuite.com/

https://followerwonk.com/

http://www.tweetadder.com/


42

Thank You #ME2013!

Angela Connor

SVP, Group Director

[email protected]

919-573-6307

AngelaConnor.com

LinkedIn.com/angelaconnor


mailto:[email protected]

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