Top Social Priorities for B2C in 2015

through the

@katykatztc #SMBCMN

December 18, 2014

Hello my name is …

Katy Katz

Content Specialist, Collegis Education

MBA, Benedictine University BSB, Carlson School of Management Let’s connect! @katykatztc plus.google.com/+katykatz

Have you ever felt like this?

Every minute …

3,600 users share photos on Instagram

Over

100,000 Tweets are published

684,478 people post to Facebook

*Source: Mashable

48 Hours of video uploaded to YouTube

27,778 Blogs posted to Tumblr

So how do you make a connection?

Don’t rely 100% on national data 1

Facebook data

Google Analytics

It’s time to get personal

Define social personas 2

A buyer persona is a semi-functional representation of your ideal customer based on market research and real data about your existing customers. - Hubspot

73% of marketers already use segmentation for email, paid and direct mail campaigns. — getsmartcontent.com

Persona

NAME JOB TITLE • Where they work • Details about their role

SOCIAL PLATFORMS • Facebook • Instagram • Pinterest • Twitter • Google+

SOCIAL BEHAVIOR • Information seeker • Fan • Influencer • Detractor

DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family

GOALS AND CHALLENGES •Values and fears MARKETING MESSAGE • Elevator pitch

Know the humans in your audience

Human-centric approach #H2H

Utility Purpose

Simplicity

Context

Participation

Human Values Embrace Irrationality

Deep Human Understanding

Human to Human #H2H, Bryan Kramer

If you KNOW your customer, you can

communicate

Show your brand’s personality 3

Let your freak flag fly!

as long as you are RESPECTFUL

Be responsive 4

engage with customers

jump into conversations

find influencers

23

“Responsive social media is a

key differentiator for businesses in 2014.” - Paul Dunay, Social Media Today, June 2014

89% of customers say their social media interactions impacted their purchases! - Infosys

24

Define your social ROI 5

the goal isn’t to be good at

social media, the goal is to be good at

business because of social media - Jay Baer, Convince and Convert

26

Get serious about visuals 6

Tell a story

“fully produced

storytelling videos will be a large part of [the] trend to high investment content” - Michelle Stinson-Ross, Offers.com, November 2014

It doesn’t have to be fancy

User-generated content (UGC) is trusted

50% more than traditional media. — http://corp.crowdtap.com/socialinfluence, March 2014

Sometimes to

stand out you have to learn to

blend in

Pay to play 7

Promote content throughout journey

- vidaao.com

Target psychographics

demographics - relationship - education - work - financial - home - ethnicity - generation - parents - politics - life events

interests - likes - group affiliations - search history

behavior - purchase history - device / platform - digital history

*Great resource for more information: Marty Weintraub, AimClear

Incredible placement accuracy

Women

18 - 34

Recently engaged

Working in retail

Some college

Parent

Interested in yoga

Like green tea

Speak the social language 8

Facebook

Ideal posts: - have a link - are brief—40 characters or fewer - get published at non-peak times - follow a schedule - timely / newsworthy - Kevin Lee, Search Engine Journal, December 2014

Instagram

First hashtag for

context

Add hashtags for

conversation

Twitter

Google+

Pinterest

Evergreen Content

Make life easier with tools 9

Hootesuite Twitter Small Businesses App Google Alerts Social Listening Tools

If you have to pick one thing: PURPOSE

Questions?