Published on March 11, 2014
Overcoming the Challenges and Seizing the Opportunities Taming the Social Media Marketing Beast
The most significant change to publishing in over 550 years
The biggest shift in marketing since the invention of TV
Most important communication revolution since the telephone
The new ways
The new ways - Blogs
The new ways - Search
The new ways - Facebook
The new ways - Twitter
The new ways - YouTube
The new ways - Instagram
The new ways - Mobile
Trends on the social web
Trends on the social web - Brands become publishers
Trends on the social web - Brands become publishers Red Bull - Sold 5.2 billion cans in 2012 • Red Bull the “publisher” – Red Bull Media House - 135 staff – Full feature film “The Art of Flight” – The print magazine – 5 million copies a month – Mobile games – Red Bull X Fighters – Events captured on Media – Diving, Motorsport, Plane racing
Trends on the social web - Brands become publishers • Epic Events - Red Bull Stratos Event – YouTube had 8 million concurrent views – Photo after landing -29,000 shares, 216,000 likes and 10,000 comments – Online mentions on Twitter included 194,000 the hash tag #stratos
Trends on the social web - Visual Content
Trends on the social web - Visual Content • Pinterest – 70 million users – 5 million images pinned a day – 80% are women • Instagram – 150 million users – 16 billion photos shared – 1.2 billion likes a day
Trends on the social web - Pay to Play
Trends on the social web - Pay to Play • Facebook – “Edge Rank” algorithm – Only 10-15% of fans see your page updates • Twitter – 3 types of self serve ads • LinkedIn – Self serve promotions
Trends on the social web - Brands start bypassing mass media
Trends on the social web - Brands start bypassing mass media • Beyonce – Tipping point? – Traditional mass media ignored – Launched on iTunes and social – 8 million followers on Instagram – 53 million fans on Facebook – Sold 828,773 copies in 24 hrs – iTunes fastest selling album
Trends on the social web - Social Media management platforms
Trends on the social web - Social Media management platforms • Social media is a complex beast – Many social networks – Multiple media assets – Constant content publishing – Monitoring and measuring – Management platforms for small business to enterprise – eg Hootsuite, Hubspot, Adobe Social, Oracle, Salesforce, IBM
Trends on the social web - The rise of Google+
Trends on the social web - The rise of Google+ • The numbers – Google invested $550 million – Only launched in 2011 – Over 1 billion users with accounts – 359 million mthly active users – Growing at 33% per annum – Captures social signals – Captures behavior and data
Trends on the social web - It’s becoming integrated
Trends on the social web – It’s becoming integrated • The social web is being woven into the fabric of society and media This includes: – Mass media – Search engines – Marketing – Publishing – Communication
The challenges - Old habits
The challenges - Old habits • What are some old habits you will need to unlearn? • Social media marketing is not about – Your brand – Your products – Selling – One way conversation
The challenges - Technology • What software do you use? • What blogging platform? • Social media management platforms • What social networks?
The challenges - Pace of change • New social networks • Changes to social media • The rise of mobile
The challenges - Loss of control • From a one way conversation to two way communication • How does PR manage and control the brand and the message? • Use of social media at work
The challenges - What’s the “return on investment?” • Management will want to know – Will it increase traffic to my website? – Does social media provide more sales leads? – Is the cost of social media marketing less than outbound traditional marketing? – Will it grow brand awareness?
The challenges - What’s the “return on investment?” • Research by Hubspot showed that inbound marketing - a combination of social, search, blogging and content - reduced the cost of sales leads – Average cost of outbound marketing (telephone, print, radio etc) is $346 – Average cost of lead generated by inbound marketing is $135
The challenges - Where do I start? • How do I plan? • How do I create a strategy?
The opportunities • What if someone said “Today we are announcing three revolutionary products” – The first one allows you to self publish to the world with one click – The second enables you to market your brand without begging the gatekeepers or paying big media. It doesn’t cost a cent – The third is a breakthrough two-way communication platform that is free They are not three separate products - it’s called Social Media
The opportunities - Publishing power is in your hands
The opportunities - Publishing power is in your hands • Publishing is now – Free – Global – Instant
The opportunities - Social networks provide free crowd sourced marketing
The opportunities - Social networks provide crowd sourced marketing • The power of crowd sourced marketing • Research by Octoly.com that tracked user generated content found: – 99% of the views about Lego on YouTube were user created. – This means 7.92 billion views were created and and viewed by passionate advocates
The opportunities - Two way communication
The opportunities - Two way communication • Two way communication can provide – Free crowd sourced research – Know which content works through social media feedback loop with traffic, shares and comments – Instant feedback – It’s mobile and multimedia
The opportunities - Build online credibility and trust • How many times do you need to hear something about a specific company to believe that information is true? • Edelman Trust Barometer Report – Multiple sources enhance credibility – 3-5 times creates a trust factor of 60%
The opportunities - Build your brand assets
The opportunities - Build your digital brand assets What are digital assets? Owned • Website, blog, online store • Content – Videos – Articles, Blog posts, Ebooks – Images – Presentations – Audio
The opportunities - Build your digital brand assets What are digital assets? Earned • Organic search engine traffic – Rankings for keywords • Social network followers – Facebook – Twitter • Email list
The steps to creating a social media marketing strategy
Step 1: Get clarity on your target audience
Step 1: Get clarity on your target audience The demographics The personas Ask some questions • What are their key problems? • Where do they get their information • What are their aspirations • What primary social networks do they use? • What media do they consume?
Step 2: Set goals
Step 2: Set goals • What are your goals and their priorities? – Increase Facebook likes – Brand awareness – Drive traffic to website, blog online store – Increase sales leads – Grow your email list – Customer engagement
Step 3: Create content
Create content - Lorna Jane “active wear’ brand • Creating conversations “around” the brand not about the products – Created a separate website brand “Move, Nourish, Believe” – Includes: Events, Ebook, Recipes – Facebook is for engagement. 840,000 plus fans – Twitter is the personal account of the founder Lorna Jane Clarkson
Create content - B2B • Become “the” go to portal for your industry or niche – Blog – Free e-book – Webinars – Whitepapers – PowerPoint presentations (Slideshare)
Step 4: Marketing tactics to achieve goals
Step 4: Marketing tactics to achieve goals • Goal: Build an email list – Offer a free e-book – Create a custom tab on Facebook that captures an email to download a whitepaper, watch a free video – Run competitions on Facebook
Step 4: Marketing tactics to achieve goals • Goal: Increase your social network fans and followers – Offer free premium content for a Facebook “like” – Follow the “followers” of other online influencers on Twitter in your niche
Step 4: Marketing tactics to achieve goals • Goal: Grow brand awareness – Tweet your content on a regular basis – Send out your educational blog posts to your email list – Post the link to your blog post on Facebook – Share your content on LinkedIn
Step 5: Monitor, Measure and Manage
Step 5: Monitor, Measure and Manage • What to measure, monitor and manage – Social network growth – Retweets on Twitter – Shares – Comments – The source of website and blog traffic
Step 5: Monitor, Measure and Manage • What Tools? – Facebook Insights (free) – Twitter Analytics (free) – Hootsuite – Social media management platforms – WordPress stats (free) – Google Analytics (free)
Takeaways • Unlearn the old paradigms • Have a strategy • Think like a publisher • Grow “your” online distribution networks • Build your digital and social assets
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