Secrets to Social Business SuccessBuilding Brand Awareness with Social Media

#Socialbiz

Jennifer StaffordSocial Media Manager

HomeAway@jennstafford

Jordan ViatorDirector of Social

Spredfast@jordanv

http://www.slideshare.net/Spredfast

The Social Media Landscape

#Socialbiz

Today’s DiscussionAn understanding of the highest priority social media initiative objective.

How harnessing social for building Brand Awareness ties into existing organizational goals.

Proven tactics to use with each objective that you can start implementing today.

Understanding the Key Performance Indicators in building Brand Awareness

Tips and success stories from HomeAway.#Socialbiz

Objective #1: Building Brand Awareness

#Socialbiz

Brand Awareness + Social

Reach more people through extensive networks.

Drive traffic to other corporate channels.

Deliver messages to new audiences that you otherwise would not reach.

Expertise sharing and positioning. #Socialbiz

People follow brands to learn more about them.

Share content about:• Culture• Company news• Employees • Products or services

Details About Company

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Thought LeadershipPromote content illustrating your domain expertise that also provides value.

Share whitepapers, stance on industry trends, pictures and infographics.

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Company News

Share interesting new hires or industry leaders now collaborating with you. New corporate initiatives worth sharing with your community.

#Socialbiz

Questions for Feedback

Ask for input to get your audience engaged with you brand and sharing ideasTap into your network to learn about interests and what resonates for future communication opportunities

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Community Content

Many people keep up with social accounts to learn about industry newsCorporate accounts often followed due to sharing content about their industry, people in it and resources – not just discounts or product news

#Socialbiz

Success Stories

Sharing success stories of customers, partners, users allow their results to speak on your behalfThink about how to prompt:• Actual testimonials/stories from

community• Spontaneous customer feedback• Case Studies

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Measuring Success

Identify specific Key Performance Indicators specific to building Brand AwarenessRealize that not all metrics matter for every objectiveStart measuring KPIs at start of initiatives to track before, during and post-performance

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Activity: EngagementCompare activity published by your organization to interaction with that activity to determine content value.

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ImpressionsPotential ImpressionsThe total number of potential times your content, activity could be seen

Confirmed ImpressionsThe total confirmed times your content, activity was seen

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Network SizePositive change in network will confirm users’ exposure and commitment to your brand

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Other Important Metrics

Total Reach

Comments

Replies

Mentions By Audience

Average Clicks/ Published Activity

#Socialbiz

HomeAway Confidential© HomeAway. All rights reserved.

Building Brand Awareness with Social Media

Jennifer Stafford

Social Media Manager, HomeAway

What has Worked for Brand Awareness in Social

Activity Result

Broad reach campaigns Drove big results for short periods

Facebook® Pages Best driver of engagement, good for SEO

Flickr® Good SEO performance, new visitors

YouTube® Drives traffic and video engagement with minimal effort to manage

Facebook® Ads Inexpensive, precise targeting for awareness and marketing campaigns

Contests Increase fans and engagement

Content Quirky topics=best engagement & shares

Marketing Content Necessary, but lowest engagement – must find interesting spin to increase clicks/engagement

Product & Marketing Integration Making social a regular activity in product & marketing planning is a process but will be big win long term

KPIs and Benefits for HomeAway®

Quantitative

• Engagement with our accounts• Likes, Comments• Mentions, Retweets• Video ratings, Comments• Shares

• Facebook page views, tab views

• Post impressions

• Visits to site

• Links to our content

• CTR on posted links

• Number of mentions of brand on all networks

Qualitative

• Mention Sentiment

• Product/Company feedback

• Quick way to learn about issues from customers

• Build relationships with target demographic

• Bring personality to the brand

Broad Reach Awareness – Marketing Campaigns

Everyday isn’t the Super Bowl®…thank goodness! – Huge campaigns = Huge effort– Great for mass awareness but aren’t sustainable for everyday

How do you move beyond the big awareness generating events?

Facebook Pages

HomeAway Confidential© 2008 HomeAway. All rights reserved.

Vary content typesUse metrics to find your best performing content– Interesting content drives awareness through fan news

feedsOptimize content to benefit SEO and further boost brand awarenessRespond to fan comments quickly to keep fans engaged

Flickr

Supplemental channel for HomeAwayCross post photo albums from Facebook to Flickr using SpredfastGood SEO results on photo albums from Flickr and Facebook– Driving additional people to our social accounts

HomeAway Confidential© 2008 HomeAway. All rights reserved.

YouTube

Supplemental channel for HomeAwayUtilized UGC from contests, product demos, Super Bowl and marketing campaign videos and corporate infoContent drives views, comments and ratings which equals better search results and more eyeballsSearch engines love multimedia content

HomeAway Confidential© 2008 HomeAway. All rights reserved.

Facebook Ads

Inexpensive option for growing your page and promoting content to your fans or a new audience

Standard Ads

Sponsored Stories

Run ads to the networks of people who like your

page

Run ads to your fans to promote important

content

Run ads to new targeted groups to promote

campaigns

Run ads to find new fans who might like your page

Higher CTR due to social connection

Contests

If running contests on your site include social sharing optionCurrent contest had 1,300 shares to Facebook in first week delivering additional 400,000 impressions from news feeds of those who shared

If running a UGC contest build into T&Cs right to republish content

Most successful social contests for HomeAway have been photo contests runon our Facebook page

- 2010 contest had 2,300 entries

Take Aways & Tips

Likelihood of a campaign going viral is small so focus on building strong accounts and great everyday content

Set realistic goals and expectations for social campaigns

Cohesive strategies for developing and executing social campaigns can benefit brand awareness and support business initiatives simultaneously

Utilize your content across your various social accounts, not all content must be unique

Get the whole company thinking about social integration. Combining website share functionality with marketing and social campaigns increases your reach significantly

If you need to reach a large social audience an agency partner with power-user accounts is a good option to help with your promotionHomeAway Confidential© 2008 HomeAway. All rights reserved.

Where Social CRM Comes In

Social is part of the marketing mix:more activity requires more structure.

No one relies on just one network:a Social CRM helps manage these.

Increasing need for scalability:Social CRM systems are designed specifically to help scale and grow programs.

#Socialbiz

Get the Full Pocket Guide

• Business Cases for 6 highest

priority business objective

• Content Ideas

• Sample tactics to implement

• Suggested success metrics

• Ideal team member profile

• Real-world examples

Download the Pocket Guide#Socialbiz

Contact Us

@jennstafford @jordanv

@spredfastquestions@spredfast.com

@spredfast | spredfast.com

SOCIAL CRM