Social Media Strategies - A Workshop

Marketing Excellence Series

Social Media Strategies

@ShaunHolloway

JoAnna Williamson

Session Outcome

Commit to engaging your audiences and building loyalty through social

mediato more effectively

achieveyour marketing goals

What would you like to accomplish?

Session Outcome

U.S.E. Social Media

Understand

Set Up

Engage with your target

communities

and sustain selected accounts

the underlying

strategyUS

E

Where are you in your knowledge

and use of social mediaNo Working Knowledge

Enough Knowledge to be Dangerous

Expert Knowledge

Social Media Continuum

London Olympics Video by Associated Press

https://www.youtube.com/watch?v=kGtcNXu-VQU

http://www.youtube.com/watch?v=kGtcNXu-VQU

http://www.youtube.com/watch?v=kGtcNXu-VQU

Definition of Social Media

“Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information.” Ann Handley

IBM Study of

Chief Marketing

Officers

The Center for Global Brand Leadership, Columbia Business Schoolhttps://brandleadership.wordpress.com/2014/04/28/cmo-insights-from-ibms-global-c-suite-study/

U.S.E. Social Media

Understandthe underlying

strategyU

Your Plan

Digital Transformation

Previous Era New Era

Targets end-users Community of end-users

Monologue Communication Dialogue-based Communication

Awareness Priority Engagement Upgrade

Push Strategy Pull Strategy

Protected Communication Transparent Communication

Created by Organizations Co-created with end-users

Brand Management Focus Brand Stewardship Focus

Traditional Marketing Mix

Product

Advertising

Direct Marketing

Web Marketing

Social Media Marketing

Personal Selling

Public Relations

Email Marketing

Promotion

Price Place

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

SMART Objectives

NOT SMART• I’ll get the order

• I’ll sell the max

• I’ll let production worry

• Low-balling never hurts

• Whenever is great!

SMART Objectives

NOT SMART• I’ll get the order

• I’ll sell the max

• I’ll let production worry

• Low-balling never hurts

• Whenever is great!

SMART• S: Increase last year’s

order by 5%

• M: 100 additional units

• A: It falls within capacity

• R: A difficult sell, but possible

• T: At this call

Define Your Objective(s)Open Discussion

5-Second Memory Test

it’s all the time we have

Remember as many letters as you can

JFKN AS ANAT OUP SFBI

Now Try Again…Next slide

please

JFK NASA NATO UPS FBI

This is Our Reality.

Define the Target Audience

Open Discussion

Choose Communication Channels

Newsletters

EmailCampaig

ns

Facebook

pages

Blog posts/Twitter

LinkedInGroups

Media Websites

Print Collatera

l

News/media

release

Website/Feeds

Information Technology Strategy creates and supports channels

Content

Customize or repurpose message for delivery in specific channel(s)

Identify audiences appropriate for content

Monitor audience reaction and participation

Evaluation

Communications and Marketing Strategy determines approach Purpose/GoalAudienceTiming/FrequencyAppropriatenessResponseVoicePersonality

Consistency Brand

Development framework

Tool integrationGuides usage

Innovation

Organization Strategy

Marketing Strategy

Social Media

Photo and

VideoEmail Content

IT Strategy

System Web Portal Channel

Relationship of Strategies

Your Approach

The Power of Words by Andrea Gardner

https://www.youtube.com/watch?v=Hzgzim5m7oU



Central Website

and Community

Video

Photos

Blogs

Audio

SocialNetwor

ks

YouTube

Vimeo

Veoh

Flickr

Instagram

Photobucket

Pinterest

Interest

DailyMotion

Facebook

LinkedIn

Forums

Microblogs

Interest

General

Utterly

Blubrry

Interest

General

SitesCompany

Individual

Institution

Organic

Social Media Marketing Basic Model

Feeds / Widgets

Bookmarking

Email / Print

Interest

General

Find the Spot

Channel

AudienceContent

“Sweet”Spot

Social Media Tiers

Website, Facebook, LinkedIn, Blogs

Twitter, YouTube, Instagram

RSS Feeds Apps

Flickr, Tumblr

Widgets

Tier1

Tier2

Tier3

Lost Generation by Jonathan Reed

https://www.youtube.com/watch?v=42E2fAWM6rA



Know the game

PaidTV

Print

Radio

Events

Display

SEM/Online

Owned

Storefront

Website

Direct Mail/Email

Social / Mobile Media

Earned

Word-of-Mouth

Press

Referrals

On-site Comments

Shares, Likes, RT’s

Check-ins

Ratings/reviews

Mentions

Shifted Componentsof the Marketing

Strategy

Content Aggregation

U.S.E. Social Media

Set Upand sustain selected

accountsS

Interactive LUNCHOpen Discussion

HOW DO YOU…Know which tool(s)

to use?

CONSIDER TEN SOCIAL MEDIA TOOLS

WORTH IT (green)HELPFUL (yellow)

WASTE (red)

Social Media Landscape

Target Audience Communication

Brand Awareness

Referral Traffic

Personal vs. Professional

Twitter There are a number of tools to help track mentions and sentiment. Reach is broad once established

Allows opportunity to engage and spread news virally. Excellent for branding and public relations management

The potential is large, but over-promotion and too frequent posts can turn off followers. Find a solid balance

Strong in both areas where messaging, sharing, and follower/following is a measure of influence.

Facebook Great for engaging people, sharing options, and participation.

Use the platform to organically grow followers and/or utilize ads to grow the follower base. Do not forget to keep content interesting

Excellent way to share content from the website and drive traffic. The use of share buttons continues to increase cross-shares

While primarily viewed as a personal social tool, the network is utilized to promote professional accomplishments via brand pages.

Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com



Brand Awareness

Referral Traffic


LinkedIn Engagement is possible through groups, but moderation is needed to keep them clean. Group performance and frequency vary

Effective for personal branding as well as an organization with brand pages

Majority of users tend not to click-through; however, what traffic comes tends to be from relevant readers from the target audience

Very strong and focused on the professional network and interests, while allowing integration with other content tools

YouTube Powerful channel for quickly engaging the audience and feeding content to many vehicles

Excellent tool once a catalog of video is created that collectively represents the brand and relates to the target audience

Traffic primarily goes to the video, and links can be added to the description; however, embedded videos into a website help both ways

Can be used for both areas; however, focus and big picture purpose is needed, not to mention some skill.




Brand Awareness

Referral Traffic


Flickr Properly tagged photosets and photos help communicate activity and showcase the message

Participation is possible but not likely, but embedded photo slideshows help significantly

Even with many views, the click-through rates to the website remain low

Photo sharing is fragmented among tools and networks, but it can work well for both areas for branding and sharing.

Reddit

When evaluating “sub-reddits,” the feedback is valuable, but reach can vary based on relevance

There is little branding opportunity, as most stories are from major news sites. Images attribution is limited

If Reddit likes the brand, then traffic is good. There is balance on trying too much and not enough

Difficult to establish a connected reputation in both areas and primarily caters to niche audiences.




Brand Awareness

Referral Traffic


Pinterest Not a great platform for engaging customers due to the nature of the collections and functions

Following and sharing pins can help spread the brand’s impact and encourages others to do the same

Traffic generation is big, but only the website needs pinnable images

Primarily a personal photo and Internet sharing service, professionals in certain industries can succeed.

Slideshare Great for organizations that utilize slide decks. Embedded presentations into website helps promotion

Many ways to leverage and increase exposure. Strategically utilize the Slideshare URL to encourage traffic

Very similar to YouTube in that traffic tends to stay within the network. Embedding slideshows and feeds helps

As a LinkedIn company, sharing content is mainly professional with good personal site integration methods.




Brand Awareness

Referral Traffic


Google+ Communication and engagement possibilities are rare, and user participation is relatively low

Majority of brand searches appear in Google search results and +1’s rank highly

Content can be heavily shared and influence how the content ranks. Using the +1 button helps

The search ranking alone makes this a must-have network; however, it’s a mix for both areas trying to carve out its fit.

Instagram Communication exists within the site for engagement but relatively self-contained

Excellent way to show images of offerings and promote campaigns. API can push photos to sites

Very difficult. Only the creative and the super curious can accomplish

Sharing photos and short videos is currently a personal endeavor but professionals in the right niche may find a way.



Blind Communication

Pyramidal ApproachBased on level of risk required and the ability to sustain a more complex tool

Enter photo-sharing communities

Enter video-sharing communities

Establish blogs and micro-blogs

Sustain social networks

Utilize audio

Active Participatio

n

http://www.flickr.com/photos/fisherosu/

http://www.youtube.com/user/fisherosu

http://fisher.osu.edu/social-media/blogs/

http://www.facebook.com/FisherOSU

http://www.linkedin.com/groups?about=&gid=2275&trk=anet_ug_grppro

http://twitter.com/FisherOSU

Monitoring

Content Pipeline

Preparation

Social Success Formula

= Sustainability

+ +

U.S.E. Social Media

Engagewith your target

communitiesE

Radical Trust is Necessary

How can you trust other people?

Moral code is in the majority

Safety is in the community

Environment is well-constructed

Assumes equal and abundant resourcesDon’t be Afraid of the < 1%

Are You Ready?

1.What is the purpose / mission?

2.Who is going to be the champion?

3.Who is the target audience?

4.How is it going to be sustained?

5.How does it fit strategically?

Optimization

SEO

SEM

SMO Social Media Optimization

Search Engine

Marketing

Search Engine

Optimization

Your Follow-through

8-ball Developer Problem

ONE ball is heavier than the rest. How many weighings will it take to

find it.


Most common answer = THREE weighings

Divide and conquer approach.


Best answer = TWO weighingsInference approach.

Engaging EmployeesOpen Discussion

Response Protocol

•Need to have a plan should the “less than 1% percent” happen

•Part of your social media strategy and communications toolkit

• @webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA

http://twitter.com/

http://twitter.com/

http://slidesha.re/n0rzEA

Social Media Comment and Response Protocol

YES

NOYES

NO

NO

“Web Rage”Is the posting a rant, rage, joke, or ridicule in nature?

NO

“Misguided”Are there erroneous facts or statements in the posting?

NO

NO

YES

Monitor OnlyAvoid responding to specific

post and people; monitor the site for relevant information and

comments.

YES

YES

Fix the FactsRespond with factual

information directly in the comment space.

(See the five possible responses below.)

Share SuccessProactively share the story

and/or additional information.

RestorationRectify the situation, respond

and act upon a reasonable solution.

(See the five possible responses below.)

Let Post StandNo response given.

NO

TransparencyDisclose information and any affiliation to

Organization

SourcingProvide citations, links, etc to credible sources

for accuracy

TimelinessTake time to create

good responses from a good point of view

ToneRespond in a tone that

reflects on the high standards/quality

InfluenceFocus on the most

influential sites related to the industry

YESYES Response Options & Combinations YES

NO

Evaluate

ConcurrenceA factual and well cited

response or opinion, which may or may not agree, yet the post is

not negative.

Organization can concur with the post, let it stand, or provide

a positive review.

Does Organization respond?

Comment or PostingOn organization own website/network or a post on another site.

Is it a positive posting?

Final EvaluationBase response on present circumstances, site

influence, and stakeholder prominence. Will Organization respond?

“Unhappy Stakeholder”Is the posting a result of a negative experience?

“Trolls”Is this a site dedicated to degrading or

ridiculing others?

Social Media PolicyOpen Discussion

Lessons from a Dancing Guy by Derek Sivers

https://www.youtube.com/watch?v=fW8amMCVAJQ



Value of a Follower

What is one worth?How do

you know?

$$$?

What do you know?

#Octothorpe by Vlog Brothers

https://www.youtube.com/watch?v=HEVOM0VycMI

https://www.youtube.com/watch?v=HEVOM0VycMI

Social Media DashboardCourtesy of Josh Fitzwater, Former Director of Social Media, Kenyon College

Data Monitoring Tools

•Server logs and Webalyzer

•Google Analytics and Webmaster Tools

•YouTube, Twitter, and Facebook Insights

•URL shortener stats• Bitly.com, ow.ly, goo.gl, is.gd

https://bitly.com/

http://ow.ly/

http://goo.gl/

http://is.gd/

Choose Wisely.

What social tools are

good for what type of need, event, or

activity?Open Discussion

Marketing Excellence Series

Social Media Strategies

@ShaunHolloway

JoAnna Williamson

Date post:	16-Apr-2017
Category:	Social Media
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