socialmatica's "know who, where, and why before you spend one dollar in social media"
DESCRIPTION
This deck is from our workshop originally aired on January 11, 2012.TRANSCRIPT
Marketing Generalities
Everyone wants: Leads Loyalty WOM Relationships To Know What’s Being Said
What You Need To Get There Credibility Visibility Value Context
So What’s The Problem?
It’s like we’ve been dropped into the ocean and we’re asking where the water is…
We’re preparing for the war that just ended
The Building Blocks
Social Is Not A Thing, It’s More Like A Religion It Has Tenants & Followers, Believers and Detractors
To Understand The Value You Must Understand The System
The Philosophy of Social Integrated Marketing
Know The Context Understand Your Voice
Social Identity Media Distribution Points Influencers
Measurement Is A Must, Not A Luxury Me-Too Is The Biggest Scam Ever Invented Hope Is Not A Strategy
How To Build A Social Program
Know The Value You Can Offer To The Communities (linchpin) Visibility (your focus) Credibility Context
If you have context, and you understand the value then all you have to focus on is visibility – credibility comes when you’ve visibly demonstrated value in context!
Yeah, but which channels
Facebook when you want to foster communication Twitter when you want to interact, or lead people to you LinkedIn when you can afford to seed thought leadership
without advertising Youtube when you have the tools & the time and your
message is volatile Google (SEO) when you have an understated value Google + when it makes sense to segment your audience Blogs – when understand your value to the common need
The Social Networks (Channels)
Facebook – It’s The Family Picnic Twitter – It’s Texting, Only One To Many & Public LinkedIn – It’s A Water Cooler For Ideas That Affect Jobs Youtube – It’s Two Way Television, Where The Newscaster &
The Audience Get A Vote Google – It’s The Bus Driver That Takes You Where You Want To
Go & Brings People To You Google+ - It’s Social Media Call Screening Blogs – The Convenience Store Of Ideas, Value Dictates
Revenue
Define
Define Your Objectives Your Audience Your Voice Your Channels Your Influencers Your Media Distribution Points Your Social Identity What A Social Conversion Is
Align
Align Know who the influencers are Know what they are talking about Know who the media distribution points
How do they affect your brand/message/voice Know how well your competition is performing
In what channels
Measure
Measure Track your social performance Understand the value of each social network to your brand
You do this by understanding the value of the networks to your customers Conversions Social campaign performance relative to your competitors The highest performing media distribution points The highest performing influencers
Analyze, Goals, Efficacy
Crunch all of the data for previously un-yielded insights Set new goals based on performance, not hope Refine your approach to the point of high efficiency, using
better tools and faster processes
Tactical Implementation
Once You Know The Topics, Influencers & Brands that matter Picking the channel is EASY!
What if I’m a novel brand and I’m creating a new trend?
Next, the tools
Free Tools
Topical Tools VerticalPoint IceRocket
Influencer Tools VerticalPoint (context) Klout (no context)
Curation Tools Paper.li Scoop.it
Automation Tools TwitterFeed RSS Graphitti
What To Measure
Mentions Traffic Audience Social Activity Volume
What’s Most Important?
What It Means
Keyword attachment Traffic Audience Social Activity
Example Campaign
Questions
Joshua Barnes - Director of Social Strategy @joshuaatbarnes [email protected]
Mark Brenwall – VP of Customer Experience @markbrenwall [email protected]
The End