Why Businesses Use Social Media (& How)
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This presentation covers why it makes sense for businesses to use social media, recent trends in social media marketing, and social media best practices. - Guest lecture for IUPUI Business Communications Course, October 2014
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Why Businesses Use Social Media (& How)
- 1. WHY BUSINESSES USE SOCIAL MEDIA (& HOW) October 23, 2014 @Pathik_Bhatt
- 2. AGENDA 1. What is social media 2. Social media trends 3. Why businesses use social media 4. Social media strategy 5. Social media tips 6. Q&A 7. Resources 2
- 3. WHAT IS SOCIAL MEDIA? 3 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 4. WHAT IS SOCIAL MEDIA? 4 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 5. WHAT IS SOCIAL MEDIA? Source: http://www.vtt.fi/inf/pdf/tiedotteet/2008/T2454.pdf 5 “Social media refers to the interaction of people and also to creating, sharing, exchanging and commenting contents in virtual communities and networks.” Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 6. WHAT IS SOCIAL MEDIA? Source: http://www.slideshare.net/BarbraGago/why-social-media-is-critical-for-your- 6 “People having conversations online.” Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 7. WHAT IS SOCIAL MEDIA? Source: conversationprism.com 7 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 8. WHAT IS SOCIAL MEDIA? Source: conversationprism.com 8 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 9. SOCIAL MEDIA TRENDS 9 Registered & active users on the most popular social networks. Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40- Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 10. SOCIAL MEDIA TRENDS 10 Social media usage growth by age group. Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40- Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 11. SOCIAL MEDIA TRENDS 11 Social media usage by age group. http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social- Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 12. SOCIAL MEDIA TRENDS 12 How & how often we use social media. Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40- Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 13. WHY BUSINESSES USE SOCIAL MEDIA 1. Business Goals 2. Business Objectives 3. Where social media fits in 4. Metrics and KPI’s 13 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 14. WHY BUSINESSES USE SOCIAL MEDIA 14 Goals & Objectives > Social for Business > Metrics & KPIs
- 15. WHY BUSINESSES USE SOCIAL MEDIA 15 Start with the business goals and objectives. Strategy is last. Source: http://media.wiley.com/Lux/63/346863.image0.jpg?h=267&w=535 Goals & Objectives > Social for Business > Metrics & KPIs
- 16. WHY BUSINESSES USE SOCIAL MEDIA 16 Business goals can fit into these 4 categories: 1. Service goals: related to improving customer service satisfaction or retention 2. Social goals: related giving back to the community, philanthropy/volunteering 3. Profit goals: related increasing profits by a certain percentage or amount 4. Growth goals: related to the expansion of the company Source: http://www.inc.com/guides/2010/06/setting-business-goals.html Goals & Objectives > Social for Business > Metrics & KPIs
- 17. WHY BUSINESSES USE SOCIAL MEDIA 17 A Business objective is how you achieve your goal. Objectives should be SMART: 1. S – specific (address one thing) 2. M – measurable ($, %) 3. A – achievable (in current market conditions) 4. R – realistic (with your staff & resources) 5. T – time scaled (deadlines) Source: http://www.inc.com/guides/2010/06/setting-business-goals.html Goals & Objectives > Social for Business > Metrics & KPIs
- 18. WHY BUSINESSES USE SOCIAL MEDIA 18 Examples of business goals (what the business wants): Increase revenue/profits Improve overall customer service satisfaction Increase the company’s social impact on the local community Grow the size of the company Examples of business objectives (how the business will achieve goals): Sell 1,200 units in 2015 Hire10 people for the customer service team by Q2 2015 Increase total employee volunteer hours to 1,000 per month by March 2015 Goals & Objectives > Social for Business > Metrics & KPIs
- 19. WHY BUSINESSES USE SOCIAL MEDIA 19 Examples of marketing goals Increase market share for product X Increase awareness for new service Improve brand recognition in the community Examples of marketing objectives: Refer 500 new potential clients to the product X landing page each month Contact 100 prospects who use our competitors’ services in Q1 2015 Publish 3 press releases and blog posts about employee volunteer work by July 2015 Goals & Objectives > Social for Business > Metrics & KPIs
- 20. WHY BUSINESSES USE SOCIAL MEDIA 20 Goals & Objectives > Social for Business > Metrics & KPIs Business Goals & Objectives •Grow company •Increase profits Marketing Goals & Objectives •Support Business Goals •Get customers •Capture market share Social Media Strategy •Support Marketing Goals •Get people into funnel
- 21. WHY BUSINESSES USE SOCIAL MEDIA 21 Metrics and Key Performance Indicators (KPIs) Goals & Objectives > Social for Business > Metrics & KPIs
- 22. WHY BUSINESSES USE SOCIAL MEDIA 22 Key Performance Indicators (KPIs): 1. Reflect strategic value drivers 2. Defined by executives 3. Cascade throughout the company 4. Are based on corporate standards 5. Are based on valid data 6. Are easy to comprehend 7. Are always relevant 8. Provide context 9. Empower users 10. Lead to positive action Source: http://www.gerke.com/documents/ten_characteristics_of_a_good_kpi_pd_dw.pdf KPI vs. Metric Net profit vs. Unit sales Revenue growth rate vs. Revenue Return on investment vs. Ad impressions Customer engagement vs. Followers Revenue per employee vs. Sales targets met Customer lifetime value vs. # of customers More KPIs: https://www.linkedin.com/pulse/article/20130905053105-64875646-the-75-kpis-every-manage Goals & Objectives > Social for Business > Metrics & KPIs
- 23. 23 Source: http://www.smartinsights.com/content-management/content-marketing-strategy/googles-zmot-brilliant-or-bocks/ Goals & Objectives > Social for Business > Metrics & KPIs
- 24. SOCIAL MEDIA STRATEGY 1. Audit 2. Competitive Analysis 3. Audience & Personas 4. Voice 5. Platforms 6. Content Strategy 7. Budget & Resources 24 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 25. SOCIAL MEDIA STRATEGY Audit The goal of the audit is to understand where you are today so you can measure the impact of your recommendations. Sample Template: https://docs.google.com/spreadsheet/ccc?key=0AhO_gyaQUNXUdDVFbnBRRDktMm91VlU3VEZWU2Fvc0E &usp=sharing 25 Things anyone can see: • Sites used • Followers • Last activity • Post frequency • Content type Account access required: • Referral traffic • Clicks/post • Post reach • Most active followers • Most effective content Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 26. SOCIAL MEDIA STRATEGY Audit 26 Wildfire: https://monitor.wildfireapp.com Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 27. SOCIAL MEDIA STRATEGY Competitive Analysis 1. Find their competitors: http://www.hoovers.com 2. Compare social accounts: Visit their social media pages to see types of content Use comparison tools: https://monitor.wildfireapp.com 27 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 28. SOCIAL MEDIA STRATEGY Competitive Analysis https://monitor.wildfireapp.com 28 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 29. SOCIAL MEDIA STRATEGY Audience & Personas 29 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 30. SOCIAL MEDIA STRATEGY Audience & Personas 30How to Create Personas: http://blog.bufferapp.com/marketing-personas-beginners- Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 31. SOCIAL MEDIA STRATEGY Voice Figure out how you will say whatever you post on your social networks. Personality Tone Language Content 31How to create a voice: http://www.slideshare.net/rosiesiman/your-brands-social-tone-of-voice-how-to-create-a-unified-voice-in-social Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 32. SOCIAL MEDIA STRATEGYVoice 32 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 33. SOCIAL MEDIA STRATEGYVoice 33 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 34. SOCIAL MEDIA STRATEGYPlatforms/networks 34 http://www.gm.com/company/social_hub.html Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 35. SOCIAL MEDIA STRATEGYPlatforms 35Source: http://digiday.com/platforms/why-pinterest-is-still-a-predominantly-female-platform/ Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 36. SOCIAL MEDIA STRATEGY Content Strategy Determine how you want to manage your content within the company. 36 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 37. SOCIAL MEDIA STRATEGY 37 Content Strategy Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 38. SOCIAL MEDIA STRATEGY 38 Content Strategy Set guidelines for your marketing team, all employees and even your customers. Audit > Competition > Audience > Voice > Platforms > Content > Resources Source: http://corporate.walmart.com/social-media-guidelines
- 39. SOCIAL MEDIA STRATEGY 39Source: http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/ Content Strategy Use a content or editorial calendar to plan your posts in advance. Customize it to include the platforms you selected earlier in the process. Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 40. SOCIAL MEDIA STRATEGY Content Strategy 40 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 41. SOCIAL MEDIA STRATEGY Budget & Resources Find out how much money you have for social media marketing. 1. Usually there is already a marketing budget assigned to social/content marketing 2. Or you get to recommend a budget based on your needs and goals Either way, you have to figure out how much money goes towards the following: 1. People – marketing manager, social media manager, marketing associate, interns, etc. 2. Content – Internal or outsourced (agency) writers, graphics designers, photographer, etc. 41 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 42. SOCIAL MEDIA STRATEGY Budget & Resources Tie your social media strategy back to your company’s marketing and business goals: Return On Investment (ROI) Calculate how many fans you need to reach and refer to the site to breakeven. Allocate the time and money needed to capture this data so you can actually report on it. That’s the only way you’ll prove your worth. 42 Audit > Competition > Audience > Voice > Platforms > Content > Resources Budget $ 100,000 Average order value $ 100.00 Margin $ 50.00 Orders needed 2,000 Conversion rate 5% Visits needed 40,000 Click-thru rate (CTR) 2%
- 43. SOCIAL MEDIA STRATEGY 43 Audit > Competition > Audience > Voice > Platforms > Content > Resources
- 44. SOCIAL MEDIA TIPS: DO’S & DON’TS 1. Don’t use the same content on every social network. Make it native. 2. Don’t interrupt your customer. Give them what they want when they want it. 3. Don’t keep asking your customers for the sale. Provide value first. 4. Don’t operate in your own industry bubble. Leverage pop culture when it fits. 5. Don’t think of social media as a blog. Create micro-content for quick consumption. 6. Don’t just do social for the sake of doing it. Be consistent and intentional. 44 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 45. SOCIAL MEDIA TIPS Don’t use the same content on every social network. Make it native. 45 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 46. SOCIAL MEDIA TIPS Don’t interrupt your customer. Give them what they want when they want it. 46 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 47. SOCIAL MEDIA TIPS Don’t keep asking your customers for the sale. Provide value first. 47 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 48. SOCIAL MEDIA TIPS Don’t operate in your own industry bubble. Leverage pop culture when it fits. 48 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 49. SOCIAL MEDIA TIPS Don’t think of social media as a blog. Create micro-content for quick consumption. 49 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 50. SOCIAL MEDIA TIPS Don’t just do social for the sake of doing it. Be consistent and intentional. 50 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A
- 51. RECAP 51 Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A 1. Social media Online conversations. 2. Social media trends Every channel and network has a different audience. 3. Why businesses use social media That’s where the customers spend their time. 4. Social media strategy Create a plan to succeed based on marketing goals / ROI. 5. Social media tips Understand each channel. Be intentional.
- 52. QUESTIONS? CONTACT PATHIK Email: pathikbhatt@gmail.com Twitter: @pathik_bhatt 52
- 53. RESOURCES 1. Social Media Strategy: http://www.business2community.com/social-media/build-social-media-strategy- template-0764315 http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound- Marketing.aspx http://www.optimizesmart.com/9-point-checklist-for-conducting-a-social-media- strategy-audit/ 2. Social/Digital Marketing Experts https://www.garyvaynerchuk.com/ - Read Jab Jab Jab Right Hook & Thank You Economy. http://www.sethgodin.com/sg/ http://www.toprankblog.com/2014/01/linkedin-social-media-experts/ 53
- 54. RESOURCES 1. Social Media Tools: http://www.convinceandconvert.com/social-media-tools/the-39-social-media-tools-ill- use-today/ http://www.socialmediaexaminer.com/29-social-media-tools/ http://time.com/2891730/best-social-media-tools/ 2. Content Marketing Blogs: http://contentmarketinginstitute.com/top-content-marketing-blogs/ http://radius.com/2014/03/31/25-best-marketing-blogs-2014/ http://www.getspokal.com/top-7-content-marketing-blogs-to-read-in-2014/ 54
- 55. RESOURCES 1. 2015 Digital/Social Marketing Predictions: http://www.cmo.com/articles/2014/5/2/_21_digital_marketin.html http://www.toprankblog.com/2014/05/digital-marketing-2015/ http://www.offerpop.com/resources/blog/10-marketing-predictions-2015-beyond/ 2. Stats about Social Commerce/Reviews http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics/ http://www.localresults.com/importance-of-online-reviews-with-faqs-statistics/ http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as- much-as-personal-recommendations-164565 55
Notes de l'éditeur
- Thank you Erin for inviting me to your 9am lecture. I remember how hard it was to get to my early classes, so thank you to all of you for showing up as well!
- Erin told me about your projects, so I tried to cater this presentation as a high level overview of social media for business And included some examples from your respective companies where I could. Here is what I want to cover with you today. What is social media Social media trends Why businesses use social media – and where social media fits in a business’s goals Social media strategy – this is where we’ll spend the most time Social media tips Q&A Resources
- It’s funny right? – Sure this video might be trying to say that social media is making us anti-social… But next time someone tells you that, show them this picture. Yes, I found that while browsing social media of course heh. If there is content to be consumed, we will consume it. It’s just so much easier to that now.
- So getting back to the question – What is social media It’s a combination of 3 things: Content, social networks, and the devices that connect us to everyone via the internet. Here’s another way of putting it…. Or much more simply…
- It’s just people having conversations online.
- Now that said, there are so many ways to interact online with each other now. Probably a lot more than what you’re thinking of. Here’s half of a diagram showing places you can have online conversations. Here are some of the ones you might recognize. Notice how they’re categorized.
- Here’s the other half I like that they have yelp and Amazon – reviews are a huge part of the online conversation and greatly influence how people make decisions You can include any of these in your recommendations to your clients if it makes sense for them. We’ll get to how you can figure that out a little later. I’m curious, are any of you on LinkedIn? What made you get on there?
- Let’s look at some of the major social networks and their growth The chart on the right shows the number of registered users on these sites Compare those numbers to the chart on the left, which shows the number of active users. Does anyone notice anything interesting? Nearly all of Facebook’s and Instagram’s users are active whereas only a 3rd or less are active on Google+, Twitter and Pinterest Ok next poll
- – I actually just friended my mom on Facebook about a year ago, and my did lives vicariously through her account Whether we like it or not, our parents are on social, as of last May over 70% of all internet users were on social media Now I’m sure that has increased even more Everyone 18 – 29 has already been using social media since 2010 so there’s nowhere for that group to grow, but look at the next two age groups – they’re slowly climbing which explains why the younger generation wants to use other networks Like snapchat and Instagram Ok, next poll
- So going back to the question of whether or not you’re friends with your parents. 60 to 80% of your parents are on Facebook, but less than 30% of them are on Instagram And I’m sure even fewer on SnapChat The only sight where the younger group isn’t the largest is LinkedIn Maybe all of you can get a jump start on your professional networking and beat your peers to the jobs in a few years Last question
- 1/6th of our lives is now spent on social media A quarter of us log into Facebook 5 or more times per day (I’m definitely one of them) 71% use social media on their mobile device. Is there anyone in here that doesn’t? It’s important to look at the data and trends when we’re trying to figure out how these tools are used because we have our own ways of using these sights that don’t necessarily reflect how the general public uses social media When I first saw this stat about looking at facebook 5 times a day I thought wow, so 78 times a day is high huh? But it’s my job so I can’t expect others behaviors to match. Look at research to understand audience behaviors.
- Now I’d like to get into How social media fits into a business Instead going straight to the social media strategy, we need to understand what the goals of he business are Then we can look at how social can serve those goals, and how to measure them with metrics
- Thomas J Watson, the CEO of IBM who helped grow it into an Int’l company, had this to say about business. Marketers had a lot of trouble justifying social media because they were tasked with closing sales on social media. That’s not the way to approach it. Let’s take a step back and look at business on a broader scale before looking at where social media fits in.
- The biggest problem I see is that businesses want to jump straight to a social media strategy without considering the overall business and marketing goals. There are several steps that need to be taken before you get to a social media strategy Start at the bottom of this pyramid and work your way up to for the business, then for marketing and finally for social media. All of your companies will already have established their mission and core values, so we’ll skip that for now.
- A business goal represents the overall targets your company wants to achieve. One way to look at Business goals is to consider what you want to achieve in these 4 categories: Service goals: related to improving customer service satisfaction or retention Social goals: related giving back to the community, philanthropy/volunteering Profit goals: related increasing profits by a certain percentage or amount Growth goals: related to the expansion of the company
- A Business objective is how you achieve your goal. Objectives should be SMART: S – specific (address one thing) M – measurable ($, %) A – achievable (in current market conditions) R – realistic (with your staff & resources) T – time scaled (deadlines)
- Examples of business goals (what the business wants): Increase revenue/profits Improve overall customer service satisfaction Increase the company’s social impact on the local community Grow the size of the company Examples of business objectives (how the business will achieve goals): Sell 1,200 units in 2015 Hire10 people for the customer service team by Q2 2015 Increase total employee volunteer hours to 1,000 per month by March 2015
- Examples of marketing goals Increase market share for product X Increase awareness for new service Improve brand recognition in the community Examples of marketing objectives: Refer 500 new potential clients to the product X landing page each month Contact 100 prospects who use our competitors’ services in Q1 2015 Publish 3 press releases and blog posts about employee volunteer work by July 2015 Marketing wants to get as many people as they can to the top of this funnel And they want to make sure the people at the bottom of the funnel are well taken care of
- That’s where social media comes in. Social media can help achieve marketing’s goals by putting more people into the funnel. And by keeping customers engaged after the fact. Social media is the means to achieve marketing goals which are a means to achieving business goals. Please remember that when you’re developing your strategy.
- Metrics are the things we can quantify in a business – anything that we can measure The time your employees arrive to the office everyday The number of phone calls you get from customers The number of followers you have on Twitter But if no one in the company is measuring a certain data point, it won’t get resources or funding. Just think about if you’re trying to lose weight. If you use a scale then you’ll know where you are in your goal and can adjust your activity based on that. Going even further now, people have fitbits and smartwatches that tell them even more data. That data is only useful though if someone is looking at it.
- A KPI or key performance indicator is a metric that is more likely to be looked at by someone It’s is a more selective, controlled and actionable metric. Here are some of the things that make a good KPI & here are some examples KPI vs. Metric Net profit vs. Unit sales Revenue growth rate vs. Revenue Return on investment vs. Ad impressions Customer engagement vs. Followers Revenue per employee vs. Sales targets met Customer lifetime value vs. # of customers
- Here are some metrics put in the context of a buying cycle where content and social media is included Notice that social media is heavy at the top when customers are exploring But it also influences the decision making If a prospect has liked or shared your social media content, they might be more willing to buy from you When a customer completes their purchase, you want to use social to keep in touch with them – that’s another important use case Keeping all this in mind, let’s jump into the strategy
- The social media strategy consists of these sections – you may find templates that have some different parts to it online if you just search I have also included some links to templates at the end of this deck. Audit Competitive Analysis Audience & Personas Voice Platforms Content Strategy Budget & Resources
- Before you do anything, you want to audit where you stand so you can measure the effect of the work you did For your project, you may have to stick to the things that are publicly visible But you might consider mentioning that your client should review the other metrics in your recommendations In practice, the client will generally grant you access to their accounts so you can do a full audit
- Although you may not be able to get everything without having access to accounts, there’s still a wealth of info available Here is an example from one of the clients your class has picked I added their Facebook page to a tool called wildfire – which is linked here – and it shows me the growth in page likes I noticed there was a sharp increase in the growth of likes after August 5, 2013. Fortunately for us, you can go on any Facebook page and look at their history (unless they deleted the posts). I went back to August 2013 and saw this post where they were promoting their giveaways. That must have been popular – but they sustained their growth So find out what they’ve been doing differently since then to get the better results. You can also use this too with Twitter, which we’ll look at next.
- Doing a competitive analysis helps you understand 1) what is working for others 2) the types of experiences your customers are used to 3) how difficult it is for you to succeed I like to use Hoovers to research a company because it quickly tells you your competitors Then you can plug in the company’s social networks into comparison tools.
- This is a screenshot of the wildfire tool again now showing Forever 21 and its competitors on Twitter Notice how April 2011 was the last time Forever21 had the most followers, after that H&M took over – it might be worth understanding why that happened Look at how much Aeropostale’s followers have grown by in the last 3 months – 55%! They must be doing something worth looking into. Now all of this comes with the caveat that we are just looking at followers – and that is not a KPI – it is just one metric that might help us understand what will help these companies reach their business and marketing objectives.
- Who can name all of these brands? No one can because they’re all meant for different audiences. These are all GM brands, but they offer different kinds of vehicles at very different price points. It’s important to identify the audience is so you can tailor your message to them and reach them via the right marketing channels. As we saw in that huge social media circle graphic – there are so many different sites – you have to know which ones to use.
- Create personas for your brand to help you solve the right problems for your target customers. A persona is the difference between “we’re targeting 65 year-old males in Indianapolis” and “Our Cadillac will be the perfect step up for John, a sales executive who lives in Fishers and frequently drives to his clients’ offices all over the Midwest. He’s looking for power and comfort for his long drives, and the luxury to match his and his company’s success.” When the customer feels like you understand them everyone wins. There’s a link on this slide that will guide you on how to do that.
- After you know your audience, you need to determine you voice How you will say whatever you say online The voice consists of your personality, your tone, the type of language you use, and it drives the content Here some more descriptions of what a voice should and shouldn’t be And you can also explore the link below for more details
- On the left we have Taco Bell, and on the right is Chipotle; notice the difference Both know their brands well, and understand their audience Taco Bell’s social voice is playful, fun and passionate about its fans… you might even call it saucy (sorry) Chipotle’s tagline is “food with integrity” – you can see that they’re serious and enthusiastic about their causes, and participate in relevant discussions. Their company’s social media voice is supportive and engaged with real conversations people are having.
- Samsung is unapologetic about going after Apple. They are willing to go into battle publicly. They are techie and about the features. Apple is all about itself. It is all about style and being cool and seemingly innovative. They’re not worried about anyone else. Both of these companies behave very differently on social media because they have such different voices.
- Now, moving onto Platforms. We can go back to GM to see how they approached it. So you can see here that not only are they using different social platforms for each brand, but they have multiple accounts for each car model as well. Notice how the Corvette and the Volt have a Facebook and Twitter, while other models don’t. Buick on the other hand has a blog – which they probably felt as necessary for their rebranding efforts. How do you go about picking the right platform?
- We can go back to our platform-specific data from earlier in the presentation to see who uses those sites; Then compare those populations to your target audience and personas. You want to be where your audience is – and that by the way is the primary reason every business wanted to get on social media in the first place.
- Now we have our audience, our voice, and our platforms – time to put it all together into one large content strategy You’ll need to figure out how to manage and create all of the content you’ll be using on the social media sites, your blog and website If it’s a small company, which none of your clients are – you can get away with a decentralized structure where everyone can post on your social channels When you get to these large enterprises like your clients, you’ll need teams and processes in places to manage social media and content
- Another part of the content strategy is determining how to make full use of all of the content you have. You should only post the content that make makes sense on each social site, but try to repurpose everything that you create The example on the left shows how you might repurpose a Google Hangout or Webinar into smaller videos for Youtube or just use the audio in a podcast The one the left shows how you might consider your website as the hub of your content, and then share different types of content via the specific platforms. Alternatively you can put your blog in the center, and then take excerpts from it for social media. It will depend on where you want to send your audience.
- After you’ve decided how you want to manage social media content… Create guidelines for your marketing team, the employees in the company and even your clients Who should post what where? What types of information is off limits?
- A key part of a content strategy is an editorial calendar – something I’m actually working on right now for my department This will help you provide structure to your content and enable you to plan in advance. Although planning ahead is important, you also want to have people available to respond in real-time. Remember, social media is a conversation.
- Finally, we’re back to the metrics and KPI’s. You’ll want to determine them as a part of the content strategy so you can track the success of your campaigns The content you publish on your site, blog and social media should help you achieve 3 things: Increase your reach, increase engagement and increase conversions There are a lot of specific metrics here that you can look at – I’ll leave it for you to look at later as I’ll be giving this deck to Erin to share with you later.
- There are usually 2 ways you find out how much money you have for social media: There is already a marketing budget assigned to social/content marketing You get to recommend a budget based on your needs and goals – I said you “get to” because this is the better option, and I’ll explain why. Either way, you have to figure out how much money goes towards the following: Everyone talks about social media being a “free” marketing channel, but they forget about the people – Unfortunately, I do ask the school to pay me to tweet and share things on Facebook. People – marketing manager, social media manager, marketing associate, interns, etc. Content – Internal or outsourced (agency) writers, graphics designers, photographer, etc. Tools – social monitoring/listening, post management, analytics, etc. Advertising – paid/boosted posts, ads to content, remarketing, etc.
- Tie your social media strategy back to your company’s marketing and business goals: Return On Investment (ROI) Calculate how many fans you need to reach and refer to the site to breakeven. Allocate the time and money needed to capture this data so you can actually report on it. That’s the only way you’ll prove your worth. This is obviously just a simplified version of an ROI calculation. Every channel will have unique conversion rates and referral rates. You’ll need to figure out the best way to
- It’s very difficult to know for sure which channels will work best for your audience without trying. Snapchat, Pinterest and Instagram didn’t even exist 5 years ago – now we use them everyday. You have to test and measure your efforts to figure out what actually works – people start and stop because they don’t measure. I recommend that you design several test campaigns for your clients that make use of several social networks Instead of a separate strategy for each network. Set a time limit: if you don’t like what we see in 3 months, change it.
- Instagram users expect good photography or something artistic. Nike delivers the right type of content here with a short message that is easy to digest and it matches scene in the photo.
- Nike fan tweets her workout Nike responds with a question that might make me go “why do you care?” But here it works, this person is looking for interaction by sharing her workout, and a business delivered it to her first Then her friend (or acquaintance) joined the conversation as well.
- Nike is delivering value to its followers on vine by providing different exercises. Sure the person exercising might be wearing all Nike gear, but that’s not emphasized.
- Usually Nike keeps their soccer content in their soccer account so you’re reaching people who they know are interested in soccer The main Nike account Retweeted their soccer account’s tweet because everyone was paying attention to the world cup this year, and Donovan became a household name. They know what will work with their audience.
- Some of the reasons why it works: You recognize the face as your scrolling through your app You see the logo There’s one simple line of text Bam – you see it, you smile, and then you move on.
- Nike is using the same photos, but repurposing them for the channel appropriately And every social post that is part of this campaign is tagged with the same hashtag #werunsf This makes it easy for people to find related content and participate in the conversation
- Nike is using the same photos, but repurposing them for the channel appropriately And every social post that is part of this campaign is tagged with the same hashtag #werunsf This makes it easy for people to find related content and participate in the conversation