Creating Social Media Strategies Using Audience Research Training

www.LiBeckIM.com

Creating Social Media Strategies

Using Audience Research

Liana “Li” Evans, Co-Founder/CEO

LiBeck Integrated Marketing

@storyspinner

www.LiBeckIM.com

What We’ll Cover

• 4 Pillars of Integrated

Marketing

• Research Tools

• Types of Social Media Users

Out There

• Bringing it All Together

© LiBeck Integrated Marketing, LLC

www.LiBeckIM.com

4 PILLAR OF

INTEGRATED

MARKETING

Social Media is Much More than Facebook


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How’d We Get Here


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Four Pillars of Social Media

• Research

• Where are the conversations, who’s having

them?

• Strategy

• What’s your plan of approach, what’s the

message

• Engagement

• How & what are you going to share & give value

• Measurement

• Is what your doing working?


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RESEARCH

How Do You Know What to Do in Social Media?


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Social Media is More Than

Facebook


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Think of This

• In one minute over 35 hours of video are

uploaded to YouTube

• Wikipedia just celebrated 10 years

• Flickr has over 5 billion photos

• Fastest growing segment on Facebook is

women over 45

• LinkedIn adds roughly 1 new user every

second

• Foursquare in just 1 year had over 15.5 million checkins

• Orkut is bigger in Brazil than Facebook is


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Research: Start at the Beginning

• Who Is Your Audience?

• Is it different offline than online?

• Age

• Demographics

• Are you missing opportunities?

• Do you really need Twitter?

• Don’t Assume!

• Just because your competition is doing something

doesn’t it mean its successful!

• What Is Your End Goal?

• Lift market share

• Branding

• Increase sales

• Customer Retention


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Research: Listen & Learn

• How Much Conversation is Out There?

• Where is Your Audience Hanging Out

• What are They Saying About You

• How do They Communicate & Share

• What is Valuable to the Audience

• Who Are the Influencers

• Are the Trends

• What’s Evergreen

• What Spurs Your Community to Action?


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STRATEGY

Take Your Findings & Create a Roadmap


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This Is Not a Strategy


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Strategy: Plan, Plan, Plan

• Create Your Strategy Based On Your

Research

• Ignore the HIPPO – (Highest Paid

Person’s Opinion)

• Remember – It’s Not Really Free

• Resources: Money, People,

Platforms & Tools

• Who Helps Runs This?

• How Does Offline Fit In?

• Training?


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Strategy

• How Does it All Integrate?

• SEO

• PPC

• Email

• Infrastructure, Technology &

Platforms

• Policies

• Contingency Plans

• What Is Success?

• Promotion!


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ENGAGEMENT

You Have to Be Social in Social Media


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Engagement is Much More Than

Tweeting

• How Will You Communicate Your Message?

• What Will You Do With the Experiences?

• How Do You Engage Evangelists?

• How Do You Interact with Influencers?

• What Do You Do About Trolls?

• How Do You Handle Upset Customers or

Audience Members?

• Where Will You Communicate & Engage?

• How Often Do You Engage?

• Who Will Be Your Voice?

• What Does Your Voice “Sound Like”?


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Engagement: You Can’t Be Closed

Minded


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Engagement: Requires Listening

& Responding


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Engagement: It’s About Them


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Consumers Engage On Different

Channels


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Making it All About Them


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When You Make It About Them –

They Engage


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MEASUREMENT

Is What Your Doing, Successful?


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Define Your Goals Before Starting


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Goals & Metrics

• Understand the Difference!

• Goals Are What You Wish to

Attain from Your Efforts

• Metrics are What Enable You

to See if You are Hitting those

Goals!


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Define, Measure, Ask the

Questions

• Define Your Goals

• Measure Your Progress

• Analytics

• Buzz Monitoring

• Links, Page Rank, etc.

• Is It Worth Your Investment?

• Are Your Resources Being Used

Wisely?

• Are You Participating in the Right

Way?

• Are You Participating in the Right

Places?© LiBeck Integrated Marketing, LLC

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What You Can Measure

• Video or Photo Views, Comments,

Ratings, Links

• Twitter Followers & Retweets

• Number of Reviews (Positive &

Negative)

• Blog Comments & Subscribers

• Replies to Forum Messages

• New Users to Forum

• Subscribers, Friends to Profiles

• Answers to Questions Asked


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Wash, Rinse …… Repeat

• Research

• Conversations Are Always

Taking Place

• Trends Change

• Strategies

• Should Be Flexible

• Be Ready for New

Communities, Platforms &

Tools

• Engagement

• People Change

• People Migrate

• Measurement

• Lots of Manual Work

• New Tools Everyday© LiBeck Integrated Marketing, LLC

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RESEARCH TOOLS

How Do You Know What To Do?


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Because There Are Conversations

Everywhere


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People Ask Questions, Too


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And Not All Conversations are

Equal


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BUZZ MONITORING

TOOLS


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Buzz Monitoring Tools For All

Business Types

• Free:

• Google Analytics

• Google Alerts

• Trackur

• Small-Mid-Size Business Level

• Trackur

• Scout Labs

• Enterprise Level

• Alterian: SM2 (formerly Techrigy)

• Radian 6


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Google Alerts


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Google Analytics


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Trackur


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Trackur


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Alterian’s SM2


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Alterian’s SM2


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Quality of Your Data


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OTHER RESEARCH

TOOLS


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Social Technographics:

Groundswell


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Get Know What Your Audience

Does


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Google Keyword Tool

• https://adwords.google.com/select/KeywordToolExternal


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Search!


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Search Gives You Insights


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A Lot of Insight


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Trending Tools

• Google Trends (google.com/trends)


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Google Insights


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Trending Tools

• Twitter Trends (search.twitter.com)


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Compete


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Compete


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Quantcast


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Technorati

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THE TYPES OF SOCIAL

MEDIA & THEIR USERS

Not All Social Media Users Are Created Equally!


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Not All Social Media Users Are

The Same


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Not Everyone is Tweeting


Jackob Neilsen’s Participating Pyramid

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Social Networking


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What Kind of Users?



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To Be Successful

• Fresh

New Things Catch People’s Eyes

• Distractions

You Have to Stand Out

• Be Sticky

Give Them a Reason to Come Back

• Provide Value

What Do They Find Valuable

• Engagement

You Can’t Just Build it And Forget It

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Things to Keep in Mind

• Social Networks Can Be Addicting

• Think about “Farmville”

• News streams can drive traffic

• Bounce rates & time on site numbers are

better than social news or social bookmarking

• It’s not just young kids

• Fastest growing segment on Facebook is

women over 45

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Social Games … You May Hate

Them.. But

Less Than

20% Active

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Social Sharing


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What Kind of Users?


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• Social Sharing is Very Engaging

• People are very visual

• People love to be entertained

• Not all videos go viral

• Nor do they have to, to be

successful

• Videos & Photos Appear in

Search Results

• Videos & Photos Can be Shared

in Facebook


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Blogs


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3 Things To Think About

• Do We Blog….or

• Do We Engage Bloggers….or

• Do We Do Both


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What Kind of Users?


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• Bloggers are not like journalists

• They don’t have boundaries

• They don’t answer to editors

• They don’t have to check facts

• You need to be consistent

• If you don’t keep putting out content, no

one will have a reason to come back

• Blogs can eclipse static websites with

their ability to drive traffic

• Community is important

• Linking to others is imperative

• Comment on other blogs


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Review Sites


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What Kind of Users


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• Traffic from review sites is quality traffic

• They explore more of your site

• They want to know why people like you

• Negative reviews are an opportunity

• People are also cynical and don’t believe it

when

reviews are always 5 starts

• Ensure you own your business

• Upload your own photos, ensure info is correct


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Mobile Apps + Review Sites

= Perfect Partners


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Another Reason To Care About

Reviews….


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Microblogging


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What Kind of Users?


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Engaging on Twitter Can Affect other

Channels


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• Twitter can drive a lot of quality traffic

• People who follow you are interested in

what you have to say

• Great way to get information out

quickly

• There are a lot of tools to make

managing Twitter a lot easier

• Engaging in Twitter can lead to great

opportunities in other communities

• Twitter Success Doesn’t Happen

Overnight!


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Social News & Bookmarking


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What Kind Of User?


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Things To Keep In Mind

• Content sites benefit the most

• If you are looking for just eyeball

counts to your site, Social News &

Social Bookmarking is great

• Not High Quality Traffic

• Usually “Hit & Run”

• Time on Site & Bounce Rates are

abysmal

• Viral Potential

• If it get popular, lots of traffic, lots of

links


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There’s So Much More


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BRINGING IT ALL

TOGETHER


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The Biggest Tip I Can Give Is…


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It’s Not About You


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Its The Value Your Audiences

Find in You


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If Something is Valuable


…….It Gets Shared

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And Sharing is What Social Media

is About


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And When People Share……

Google Cares


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Use Your Research

• To Figure Out What’s Valuable

• To Figure Out Your Approach

• To Figure Out What Will Work, What

Won’t

• To Figure Out What Will Get Shared

• To Build Your Strategy and Inform Your

Engagement!


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Build Your Plan of Attack

(Strategy)

• Use Your Research

• What platforms

• Who do you need to engage (as a group)

• What do you expect to gain

• Plan Your Content Creation

• What’s valuable

• How often do you need to create it

• What’s the tone

• Integrating

• Which channels need to work together

• Which departments need to know

• Policies & Contingencies

• C.Y.A.!


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Social Media Doesn’t Happen

in a Vacuum

• Remember to Integrate

• Email: Tell your already interested

audience

• SEO: optimize your profiles

• PPC: promote what your doing

• PR: Don’t send a press release, use your

media!

• Direct Mail: Include easy ways to find

your social profiles

• Marketing: Social Profiles on TV, Radio,

Print

• Integrate & Pollinate


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Integrating Is Key

• Offline Messaging Should Promote

Social Efforts

• Remember Facebook isn’t a Search

Engine – Don’t Use “Find Us on

Facebook”

• Use Your PR Team to Pitch Your Social

Efforts

• Optimize Your Digital Assets

• Create Exclusive Social Content for

Your Email Lists


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It’s Beyond the Browser!

• iPhone, BlackBerry, Palm, Droid

• Smart phones are a common way

of life

• People can watch videos on their

phones

• You don’t need a web browser to

find a restaurant review

• Most social media sites have a way

for community members to access

via mobile – that isn’t a browser!


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Social Media Policies?

• Employee Usage Policies

• Blogging Policies

• Avatars, Pictures, Videos?

• Talking with The Press

• Comment & Trackback Policies

• Giving Freebies


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You Don’t Want This


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Or This


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Measure, Measure, Measure

• Brand Lift:

• Buzz Monitoring Tools

• Engagement:

• Fans, Friends, Views, Favorites, Retweets,

Replies

• Web Traffic:

• Referrals, Shortened URLs,

• Downloads, Subscriptions, Requests

• Sales:

• Conversions from Social Links/Promotion

• Links:

• # of Links Acquired

• Who where their acquired from


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Summary

• Understand Your Audience

• Define Your Goals

• Research & Listen

• Plan Your Strategy

• Measure!

• Not All Social Sites Will Work for You

• Integrate!

• Remember, It’s Not About You!


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Questions?


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Contact


Liana “Li” Evans

@storyspinner

[email protected]

Date post:	19-Jul-2015
Category:	Marketing
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