Date post: | 30-Oct-2014 |
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Social Media Marketing’s Key Metric:EngagementBy Banyapon Poolsawasdfor Marketing Leadership & News Professionals
Presented by @daydev
Banyapon Poolsawasdhttp://www.daydev.comTwitter: @daydevFacebook: http://www.facebook.com/banyapon
Google+: Banyapon
Evolution of EngagementCustomer service and support in Social Media
1990-2000:Call Center,
Emergence of IVR and Automation.
2000-2010Multi-Media Customer
Interactions – Telephone, Web, Email, Chat, SMS
2010-PresentedIntegrated
Channels, Social Media, Video
Channels, Avatars
“Social Media is an enterprise-wide movement that impacts sales, marketing, customer service, product development, corporate communications, and employee communication and collaboration”.
Enterprise use of social Media
Social Media is not just a contact center imperative, but also an important enterprise-wide phenomenon that impacts several business functions. This includes sales, marketing, customer service, product development, corporate communications and PR, and employee communication and collaboration
Key Uses
Customer Service and Support
Public Relations (PR),Corporate Communication
Employee Collaboration,Production Development
Sales-Customer AcquisitionGrowth, Retention
Marketing-BrandingPositioning, Promotion
Getting closer to customersEngagement is the Journey, Loyalty is the Destination. Engagement drives loyalty, and empowered consumers expect it when interacting with brands today. Marketers should plan with engagement methods that provide the appropriate level of interaction and experience.
Inbound Marketing
SEO
PPC
FBFan Page
Mobil
e Searc
h Ads
Display Ads*
FB Ads
Web Seeding
CAMPAIGN
KOL
EDM
* Display AdDisplay network contextual adsInteractive BannerRich Media BannerVideo Banner
Strategic Creative Online Planer
Online Media Plan & Buy
Digit
al De
velo
per
Mobile Ads
Social Media and Search Marketing is a king for engagement customer
Prominent Point
SEARCH MARKETING
SOCIAL MEDIA
WEB ANALYTICS
SEO SEM & Display Network
Facebook FB Ads SMO etc.
Analytics Tool Evaluation
based on digital campaign
traffic management
Consumers with accounts on Social media
Generation Y: People born between 1975 and 1992 (18 to 35 year olds); Generation X: People born between 1965 and 1974 (36 to 45 year olds); Baby Boomers: People born in or before 1964 (46 years olds and older).Source: IBM Institute for Business Value analysis. CRM Study 2011.
No Accounts
Social bookmarking sites
Social review sites
Wikis
Blogging sites
Microblogging sites
Media sharing sites
Social networking sites
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5%
19%
20%
27%
30%
42%
57%
89%
13%
12%
16%
22%
24%
37%
42%
79%
20%
7%
10%
14%
12%
24%
33%
72%
Babay Boomers Gen X Gen Y
It’s personal For most consumers, social media is about engaging with friends and family and accessing news and entertainment – not interacting with brands.
Social Media BusinessObjective
Social Media Measurements
Customer EngagementIntegrate Tools
Customer Engagement
Technology &
Innovation Mobile
Marketing
Added Value
&Consistenc
y
Personalization
Customization
Tools & Trends
Feed Back&
Recommendation
Search Engine Optimization {SEO} & PPC
Media Utilization
PPCAdwords
Organic Search
SEO On Page
Search Engine Optimization {SEO}
Brand Awarenes
s
Low Costand High
Value
TrafficsGenerat
or
Measurable results
Earning higher rankings on search engines results pages to increase recognition
Search engine marketing is low cost compared to other forms of marketing and is arguably one of the most effective with a high ROI
Traffic is the middle man between brand awareness and sales. You have earned good results for brand awareness then you will receive clicks and the more clicks you get
Search Marketing help you listen and tracking behavior from your real target audience.
Media Utilization
Benefit of SEO
Mobile Advertising & Search on Mobile
Media Utilization
MobileAdvertising
Search Adson Mobile
ImproveTime
LocationAwarenes
s
FastestGrowingAudienc
e
OneClick Away
The always-on and always-aware nature of mobile devices provides more timely communications than any other channel.
Knowing someone’s geographic location can be critical to engaging in a relevant conversation with them.
Use of the mobile internet is growing at an unprecedented rate and it is set to overtake the PC as the main way people will access the internet in the near future.
With feature "click to call" feature customers are now only one click away from your business.
Media Utilization
Benefit of Mobile Advertising & Search on Mobile
Mobile Advertising & Search on Mobile
Facebook Advertising
Media Utilization
Reach Your
Target Audience
ControlYour
Budget
Combining
Marketing
Solution
Community
Supported
Connect with more than 800 million potential customers Select your audience by location, age and interests
Set the daily budget you are comfortable with Adjust your daily budget at any time Choose to pay only when people click (CPC) or see your advert (CPM)
Combining marketing solutions on Facebook for a positive ROI.
Build a community around your business with Facebook Advertising.
Benefit of Facebook Advertising
Facebook Advertising
Media Utilization
Overview Of Facebook
Media Utilization
5 Million video clip uploaded per month
850 Million photo uploaded per month
3 Million Mins. Browsing on Facebook every day
3.5 Million Joined Fan Page a day
170 millionActive user from175 million user
2 Million Events created in Facebook per month
Facebook became the Most-Traffic Social Media Site according to comScore
Overview Of Facebook
Media Utilization
Facebook now has 8,642,980 User in Thailand
47% of all usersTotal : 4,008,680
53% of all usersTotal : 4,584,800
Overview Of Facebook
Media Utilization
Social AdsReach your exact audience and connect real customers to your business.
Display Ads Network
Media Utilization
Ads From
Display Ads Network
Ads From
Display Ads Network
Behavior
Contextual
GeographicRemarketin
g
Recent online behavioral patterns can determine where your ad is displayed.
Categories and real-time relevancy scores can ensure your ad is displayed to the appropriate audience.
Targeting users by geographic location is an excellent way to personalize your ads and creative. Perfect for a pizza delivery company etc.
Display adverts can be shown to users who have previously visited your website. This helps convert users who have left your website without making a purchase.
Media Utilization
Benefit of Google Display Advertising
Display Advertising Network
Display advertising can be a great way to grow a brand and increase conversions. Superior technologies enable campaigns to target the user instead of the website.
Analytics Tools
Analytic Tools & Conversion SuiteGoogle Remarketing
Re-Engage your customers across Ads network
Goal Flow report bring more details into view. Chances are you’ll see visitors doing things like skipping steps and looping back to previous steps – things you just can’t see in the standard Funnel Visualization report.
Benefit• Most effective ways of increasing the
number of conversions on your site.• Truly works as a form of advertising
because it plays on the natural tendencies of the ordinary consumer.
Conversions are likely to increase through Google Re marketing and as one of the management companies that can offer this service to their clients
Google Analytics funnel visualization
How Visitors Really Move Through Your FunnelGoal Flow report bring more details into view. Chances are you’ll see visitors doing things like skipping steps and looping back to previous steps – things you just can’t see in the standard Funnel Visualization report.
We could discover similar insights by examining other loops in the goal flow. Entrances can be misrepresented for the same reason that apply to exits
Understand how visitor behavior leads to sales and conversions
Improve your online sales with Ecommerce Reporting
Make better marketing decisions with Attribution Modeling
Analytic Tools & Conversion Suite
Analytic Tools & Conversion SuiteGoogle A/B Split Test
Create flow for “Registration Form” by Split Test and Generated Script include on form.
Form1
Form2
Form3
Analyzing the Experiment DataThe experiment simply runs itself, collecting data until a clear winner can be determined by Google Analytics.
Case Study
Brandfluencer find Influencers Who Tweet Your BlogTwitter Influencer
by knowing who drives the most traffic and page views to your site, you can focus on continuing to build relationships with them or show your appreciation and thank them for sharing your content.
Twitter Cover PhotoAwareness and Lifestyle
Brandfluencer find Influencers Who Tweet Your BlogTwitter Cover Photo
Brandfluencer find Influencers Who Tweet Your BlogTwitter Cover Photo
Google+ has a unique culture and set of capabilities that set it apart from other social networks.
Google+
Follow Active People Relevant to Your BusinessNow, finding these people can be a bit of a challenge, but search makes your job a lot easier.
Take Time to Commentbuild an active and engaged audience, it takes more than just following the right people. You also have to get into the trenches and interact with those people.
Google+
Participate in HangoutsHangouts are a great way to meet new and exciting people. Video is the next closest thing to meeting a person in real life and allows you to better connect with someone.
Publish High-Quality ContentTake the time not only to create but also share great quality content. As Scott Stratten says, “People share awesome.” The same goes for interacting with that content as well, whether it’s +1s, comments or reshares.
Google+
Increase Your Facebook EngagementYour Need some factors:
• Solid content strategy (what you’re going to post on your page)
• Promotion strategy (how you’re going to continually increase your fan base)
• Engagement strategy (how you’ll respond to fans and build community)
• Conversion strategy (how you’ll turn your fans into customers)
Launch Creative IncentivesFrom time to time, keep your fans engaged with fun promotions. That may include contests, offers, games, vouchers, codes and more.
Launch Creative IncentivesUse Facebook Feature
Get PersonalYour community wants to get to know you and wants to be able to relate to you and your company.
Image is the Best Ways Content MarketingNo doubt you’ve heard the visual marketing drumbeat, and it’s all true. Pictures are very powerful on Facebook. They take up more space in the news feed and can get more engagement than a straight text post.
Have Fun…Oh I think you know.
Love your FanCampbell’s Soup uses photos and posts to show their fans how much they love them. Make sure you don’t take your community for granted. Show a little love! It also helps to be creative in the way you express it so that it adds some fun and gets shared.
DIGITAL MARKETINGSocial Media & Digital Assets Optimized
Location SharingExpand the Check In• Location-based check-ins• Content check-in application• Brand/Product Conversation
Check in Application
DIGITAL MARKETINGSocial Media & Digital Assets Optimized
I want to see her Secret album.
A Digital Campaignwith Open Graph
Or API.(and request access)Create
With “Good Copy” or “Reward”
Consider / Funny enjoy with shared
Allow Access
Open Graph OK
Her Secret Album
Administrator Control
FIN!
Social Media Integrationpowered by @daydev
Run CompetitionsPeople love taking part in competitions, whether it’s to win a coupon, money, get their two minutes of fame or just for fun On Pinterest, you can run competitions where the winner is the user who pins the best pictures or has the Pinterest board with the best collection of pins. You could also do something creative
Run OffersPeople love offers, especially if they find the product or service useful. Use the image-based nature of Pinterest to promote your offers.
Get Into Your Fans’ HeadsSo only share images that revolve around your brand and the lifestyle it provides.
Add Several Images to Every PageSo make sure you add at least one shareable image to every page. A better option would be to add many wonderful images to every page, so your readers get to choose their favorite image to pin.
These are just a few creative ways you can engage your audience on Social Media. Use these techniques or build on them to come up with your own innovative ways to engage your audience.
Summary
Thank You for Attention