Published on March 14, 2014
Social Media: Tailoring your Strategy to a Targeted Digital Audience Casey Knox, Director of Creative and Digital Strategy
DIGITALCONSUMER SEGMENTS BRAND AMBASSADORS ACTIVE USERS INFLUENCERS TARGET AUDIENCES
SOCIAL MEDIA &THE DIGITAL CONSUMER
PILLARS OF SOCIAL MEDIA7Goals – deﬁne what the SMART goal(s) are for particular initiatives Listening – active listening for brand and industry buzz and sentiment Platforms – where you choose to communicate with target audiences Content – voice, messaging, content calendar, content library, parameters Engagement – RTs, DMs, replies, comments, likes, shares, scripts Integration – cross platform messaging, overlapping, time lapse Measurement – track KPIs through social analytics and web analytics
DIGITAL MARKETING TRENDS B2C & B2B [ORIGINAL] content is king B2C & B2B Content marketing B2C & B2B Increasing digital marketing budgets B2C & B2B Responsive design websites B2C & B2B Data-driven marketing B2C & B2B Email marketing is most eﬀective push messaging platform B2C & B2B Increased focus on video content B2C & B2B Increased focus on search B2C & B2B Real-time marketing opportunities B2C Using Facebook as core social media platform
ORGANICvs. PAID virality Virtually free model Access to limited metrics Message goes to the general public owned + earned = Uncertainty of truer reach and resonance Pay-for-performance model Access to more metrics Message goes to targeted audiences owned + earned + paid = converged media Ability to gain social intelligence to apply on future eﬀorts To invest or not to invest?
SOCIAL PREFERENCES Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eighty-six percent of Facebook's users are outside the U.S. Sixty-eight percent of Instagram's users are women. Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties. LinkedIn is international and skews toward male users. Google+ is the most male-oriented of the major social networks. It's 70% male. Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women. Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr. Http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9
CASE STUDY: CHALLENGE: In April 2013, Wal-Mart sponsored a nationwide social media contest for Feeding America, and the Chattanooga Area Food Bank (CAFB) could win up to $125,000. Our challenge was determining how to encourage regional supporters to go and vote for the CAFB on Walmart’s Facebook page, once a day, for an entire month? PLAN: We developed a content strategy that was empowering and emotional in tone, strategically and consistently reminded the audience to vote and why, reaching the local community digitally and through grassroots eﬀorts. This was executed through social media postings, emails, a landing page, and targeted direct mail sent to the CAFB’s corporate sponsors, asking them to encourage their employees to vote. RESULTS: Within 30 days we helped pull in 3,187 votes total, causing CAFB to ﬁnish 17th place out of all the food banks in the nation and solidifying their $45,000 grant. Each of the CAFB’s four partner agencies also received enough votes to win $20,000 dollars each. The CAFB won $125,000 in grant money from Wal-Mart. This money will provide 625,000 meals to the Chattanooga region.
CASE STUDY: CHALLENGE: A large nonproﬁt had a last minute opportunity to purchase ad space in the AFC Championship game during the 2011 – 2012 NFL season. They wanted to track real-time conversations and leverage the buzz for responsive marketing opportunities. We saw this as not only an opportunity to measure virality of the campaign and respond to the buzz, but also to integrate TV and social media for an enhanced consumer experience. PLAN: We setup a listening grid to monitor the buzz at the time the TV aired and for the next 24 hours after. Because the TV ad had a Christian message that would air to a secular audience we knew we would need to proactively scenario plan potential positive and negative reactions. We also advised the client to integrate a hashtag at the end of the YouTube version to promote and track buzz on Twitter. RESULTS: Online buzz increased by 2500% or 15,000 mentions within 2 hours of the commercial airing. The video received over 580,000 video views on YouTube within 2 days. They received a 23% surge in online donations. They were able to directly and indirectly respond to the conversations that they wanted to, wherever they were taking place online. This campaign also demonstrated to them the power of social intelligence.
CASE STUDY: CHALLENGE: Increase awareness and positive search results for LeadPile’s 3rd consecutive Inc. 500 Magazine’s ‘Fastest Growing Companies in America’ nomination. PLAN: We launched an integrated public relations and social media campaign targeting potential and current clients. We leveraged content discovery platform Outbrain with a test budget of $5,000. RESULTS: Over 21,OOO article clicks; more than 16M impressions; increased Twitter community size by 100%; gained 2 page one organic search results for “LeadPile.”
CASE STUDY: CHALLENGE: In the midst of a digital awareness campaign for Guatemala Tourism Board, targeting U.S. international travelers, the U.S. Embassy issued a travel safety advisory recommending travelers avoid travel to regions in Guatemala, due to mudslides, closed roadways and gang violence. The message quickly spread across news media, travel blogs, blog and forum comments, and Twitter. PLAN: The roads were actually closed due to scheduled road construction, not unexpected mudslides. An alternative route was mapped out and available for tourists to safely travel to Lake Atitlán. We contacted the Guatemala government and requested the Minister of Tourism take the new scenic route to Lake Atitlán, take photos along the way to prove it was safe, and provide a map to publish on social media. We drafted a media statement to correct the advisory, and posted this content anywhere we could online. RESULTS: As with most digital crises, success equates to the negative buzz stopping. We aimed higher. We were able to reverse the negative buzz with positive buzz by leveraging our travel inﬂuencers through Twitter, blog and forum comments, and news media. We outnumbered the negative buzz by 57%, and the crisis ended within one week.
RECOMMENDATIONS • ENGAGE – Engage audiences more and leverage user-generated content. • SOCIAL MEDIA CAMPAIGN – Amplify major business accomplishments (anniversaries, new oﬀerings), with cross platform support. Draw inspiration from Oreo’s 100 year anniversary campaign: http://www.youtube.com/watch?v=ZDSc0V3AEnk. Allocate paid media to this eﬀort. • SOCIAL MEDIA POLICY - Allow for a social media policy that empowers employees to support all appropriate entities of the business. (i.e., LinkedIn shares, Tweets) • PLATFORMS – Be in multiple places, where your target audiences are. • SHAREABILITY - Add appropriate social share buttons to any website content that you want people to share. Reference relevant news sites to see how they do this. They are the best at shareability.
GOOD RESOURCES 2014 Edelman Trust Barometer - http://www.slideshare.net/EdelmanInsights Alexa – Monitor competitor search traﬃc- http://www.alexa.com Google Trends – http://www.google.com/trends Quick Sprout Website Analyzer - http://tools.quicksprout.com/ Social Mention – http://socialmention.com Pew Study on Social Media Users - http://pewinternet.org/~/media/Files/Reports/2013/Social%20Networking%202013.pdf Google Image Search – “Pew Social Media Demographics”
CONNECT Casey Knox Director of Creative and Digital Strategy Southside Creative Group SouthsideCreative.com President, American Advertising Federation Chattanooga AAFChattanooga.com Casey@southsidecreative.com @CaseyMaeKnox About.me/CaseyKnox
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