Developing a Plan: Creating a Social Media Strategy

1. Developing a Plan: Creating a Social Media Strategy

2. Introductions • Roll Call • Email: tracy@socialstrand.com • Twitter: @tracysestili • Facebook: fb.com/tracysestili • Google+: https://plus.google.com/+TracySestili • LinkedIn: http://www.linkedin.com/company/social-strand-media

3. Rules & Expectations • Attendance - Required • Mon. 6/24 – 6-9pm, • Sat. 6/28 – 9:30-4:30, • Wed. 7/2 – 6-9pm • Breaks – 1 on Mon/Wed, 2 on Saturday + lunch • Early Dismissal/Getting out early - None • Homework/class exercises & Final Assignment

4. Session 1

5. Strategy vs. Campaign Social Media Strategy • Comes first, at least 6 months prior to your campaign • Evaluate your assets • Define your target audience & engage with them • Build the relationship Social Media Campaign • Part of your integrated marketing plan • You understand what your audience cares about & where they hang out • You now have measurable goals • You can ask for something in return

6. Strategy vs Campaign Cont’d • Deciding if you should have a Pinterest presence is part of your overall SM strategy • Using Pinterest for a promotion is a social media campaign

7. Top 10 Mistakes • Not listening • Posting too much • Not posting enough • Spending too much time on social • Over automating • Posting same message to many channels • Not giving a call-to-action • Ignoring your constituents • Not capturing leads • Not creating a content calendar

8. Key Elements in Social Media Strategy • Set goals, objectives • Research & Identify Audience • Find & Engage Influencers • Identify Key Messages • Select Social Networks • Create a social media policy • Create Content Strategy • Measure, tweak and repeat

9. Setting Goals and Objectives • What do you want to get out of being on social media? • Increase brand awareness • Increase sales by x percent this quarter, this year • Drive people to your website • Drive people to download your app • Increase blogger outreach by x percent • Get people to sign up for your newsletter • Generate leads • Customer service • Market research or competitor analysis • Customer loyalty or retention • Nurture existing customers • Shorten your sales cycle • Revenue

10. Case Study: Time To Play Mag • Initial goals: More Facebook Followers – he had 869 followers in 2010 • Today: • After 6 months = more video views & subs • Then: • Soon after

11. Case Study: Tapestries of Hope • Initial goal: Sell tickets to movie launch happening in 3 weeks • Problem: multiple Facebook pages, profiles and causes set up. No real Twitter presence. • Result: Sold out 100 movie theaters & increased Facebook fans by 150% • Today:

12. How Will You Measure Your Goals?

13. 4 Key Metrics You Should Be Measuring

14. Consumption Metrics • Consumption • Page views (Google Analytics) • Video views (YouTube Insights, Vimeo) • Downloads (whitepapers, pdf) • Document views (SlideShare, Scribd) Measuring brand awareness & website traffic

15. Sharing Metrics = Social Impact • Sharing How much does your content resonate with your readers? • Likes, tweets, pins, shares, +1’s • Forwards • Inbound links (track backs) • OpenSiteExplorer.org • RavenTools.com • MajesticSEO • Alexa.com Source: Content Marketing Institute

16. Lead-Gen • Form completions/downloads • Email/Blog subscribers • Blog comments • Webinar registrants • Lead-Gen

17. Sales/Conversions • You need to be able to track your content, your ad, (and your campaign) SEPARATELY • Custom URL (bit.ly, tinyurl.com, ow.ly) • Landing page • eCommerce system (Marketo, HubSpot) • Sales/ Conversions

18. Social Networks: What to Measure

19. Measuring Social Networks Guide

20. Research • Looking at metrics on keywords, follower profiles, & competitors helped define their target listener • Pinpoint your audience in real-time • Find out where they discuss what you do and voice the problems you solve Example of the # of profiles mentioning these keywords on a particular network

21. Defining Keywords • How do you find them? What tools do you use? • Google Search • LongTail Pro • KeywordSpy.com • Keyword Planner via Google Adwordshttp://adwords.google.com/ko/KeywordPlanner/Home

22. Target Audience • Identify your target audiences & assess their behavior

23. Marketing to Millenials? 1977-1992 (Pew Research) • 75% of them have Facebook profiles. • 1 in 5 Millennials have posted a video of themselves online. • 40% of them were not raised by both parents. • Although only 1/5 of the Millennials are married today, surveys have shown that they value marriage and parenthood. • They believe their parent’s generation has a greater work ethic than their own. • The Millennials are less religious than previous generations. • Many Millennials think of themselves as confident and capable of reaching their lifelong goals. • They are more openly liberal than previous generations. • They work well in teams. • The Millennials have adapted to making purchases online using shopping cart software. • 37% of the Millennials are unemployed.

24. Marketing to Gen Xers? 1965-1976 (Pew Research) • 72% use social media (median age of US social media user is 41) • 67% use email daily • 84% research products on mobile devices • 75% watch online video monthly • 86% are online daily • Gen Xers seek validation, which is why they are the heaviest users of social media • Gen Xers like details, distinct quality, and DEALS • Most use Facebook (66%) on a monthly basis

25. Marketing to Baby Boomers? 1946-1964 • 77.3 M Baby Boomers Are very cause-oriented, causes on social appeal to them • According to Pew Research Center, by 2030, when all Baby Boomers will have turned 65, fully 18% of the nation’s population will be at least that age, (Today, 13% >65) • 38-42% of Boomers use social networkingand 1 in 5 Boomers use social media sites as a source of health-care information. • Baby Boomers have more disposable income than any other age group, and their looking to spend it.  (70% of all US disposable income to be exact. ) • 49% of Boomers are tablet users and 40% smartphone users made at least one purchase within the last year after gathering information on their mobile device.

26. Target Audience • What do you want to accomplish with these audiences?

27. Target Audience • How do you want the relationship to change once you start engaging with your audience?

28. What value are you providing?

29. Example: Cloudera (maker of Hadoop) • Consider Blogger outreach • Build your brand on at least one specialized network instead of the obvious Twitter or Facebook Back in 2009, Cloudera placed news of its Distribution for Hadoop launch in tech blogs and reputable news sources, and reached 1.5 million people in 24 hours as a result. 

30. Case Study: Ford Motor Company • ConnectFord’s content is designed for bloggers & journalists • Has a gamification component • You can submit articles to be featured • Creating Brand Ambassadors

31. Case Study: Netflix In September 2011, Netflix Inc., decided to split off its DVD by mail service from its streaming service and call it Qwikster. They purchased the URL Qwikster.com and CEO, Reed Hastings, announced the new product in a company blog post.

32. The Twitter handle @Qwikster was already owned by a high school student, Jason Castillo, since April 2011, who didn’t exactly tweet family-friendly tweets. Mr. Castillo saw his follower base go to over 2,000 followers in just a few days after Netflix’s announcement of Qwikster and was counting on a big pay day. Tweets from @Qwikster Within less than three weeks, Netflix Inc, reversed that decision and kept it all one service. Even if Netflix had stayed with the split DVD service, it would have cost them to purchase the handle from Mr. Castillo (if he was willing to sell).

33. Discussion • How could Netflix have avoided this fiasco? • What could they have done differently?

34. Find & Engage Influencers Influencer:(noun) A person who has the capacity or power to be a compelling force which produces effects on actions, behaviors, or opinions of others What makes a person an influencer?

35. Group Exercise A. • Name two things you want to get out of having a social media presence: • ________________________________________ • ________________________________________ • List 5 keywords that describe your industry or product:1_____________ 2_____________ 3_______________ 4 __________________ 5 _______________ • What’s your company/product demographic? • LocationNorth America  Latin America  Europe  Africa  Asia  Middle East  Oceania AntarticaCan you be even more specific about your location? _______________ • Gender Women  Men  Both • Age 13 -17  18-24  25-34  35-44  45-54  55 and up • Education High school  College Ph.D/Masters/JD  Trade • Income $50,000-$100,000 $100,000 - $150,000 $150,000 and up

36. Homework: Exercise B. • 1. Name 3 Key influencers in your industry & what social networks are they on? • Name:_____________________________|Network:________________________ • Name:_____________________________|Network:________________________ • Name:_____________________________|Network:________________________ 2. On which social networks are your constituents reading, sharing, and talking about news in your industry? (Put an ‘x’ in the box)  Other __________________________________________________ 3. Check if your company name is available on the following social networks? Twitter Facebook  LinkedIn Company  Pinterest  Google Plus