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#SocialSuperHero Be A Social Media Super Hero Presented by Lisa Peyton, February 3, 2015 [email protected] | lisapeyton.com | @LisaPeyton
#SocialSuperHeroBe A Social Media Super Hero
Presented by Lisa Peyton, February 3, 2015
[email protected] | lisapeyton.com | @LisaPeyton
What we’ll cover Part 1: Why we need super hero powers
- Consumer Challenges- Technology Challenges- Education Market Challenges
Part 2: Social Media Strategy- Foundation for a Solid Strategy- Research- Objectives- Target Audience - Customer Journey - KPIs
Part 3: Our Batbelt - Super HeroTools
@LisaPeyton
10 years experience in digital
•Teacher•Mentor•Speaker•Writer and Blogger•Social Media Strategist •Executive Social Media Coach•Student•Proud Dog Owner
@LisaPeyton
What I Know About You@LisaPeyton
Different and the Same@LisaPeyton
• WIDE range of company sizes• WIDE range of social media community sizes• MOST targeting K-12 education admins, IT, educators, parents, students• MOST selling education hardware or software• MOST have marketing in their title
WHY We Need Super Hero Powers
@LisaPeyton
Fundamental Changes@LisaPeyton
CONSUMERS TECHNOLOGY EDUCATION
Skeptical Consumers@LisaPeyton
“It’s not enough to break through the clutter,in other words. And rarely is it worth the
effort required to smash through the filter. You need to disarm the filter – and the best way to do that, is to signal that your signal is
nonthreatening.”
Frank Rose, The Art of Immersion
“The days of putting some stupid message up and forcing everyone to see it – that’s so
over.”
Alex Bogusky, Creator of Burger King’s ‘Subservient Chicken’ campaign
Connected Consumers@LisaPeyton
Media Consumers – Yesterday and Today
Passive vs. ActivePredictable vs. MigratoryIsolated vs. Connected
Silent vs. NoisyPrivate vs. Public
Impress or Express?@LisaPeyton
Impressions have turned into EXPRESSIONS
“Consumers not only watch media; they share media with one another…Expression can be seen as an investment in the brand and not
simply an exposure to it.”
Henry Jenkins, Convergence Culture: Where old and new media collide
Consumers Own Brands@LisaPeyton
“Show of hands, please, from those who believe the recent online ads for Chevy Tahoe -- which mock the SUV as a planet-destroying gas-guzzler -- prove the dangers of allowing (even encouraging) user-created
content. Ah, yes, there's quite a few arms raised --you're all free to go, actually; the marketing business doesn't need your services anymore. We have a toy
railroad set as your lovely parting gift.”
“Here's what you should do about user-generated content: nothing. Don't try to control the narrative. Don't kill the parts you don't like. Don't interrupt. Stand back,
and learn.”
Scott Donaton, Editor Advertising Age* http://adage.com/article/scott-donaton/thrive-world-user-created-content/108884/
Proliferation of Devices@LisaPeyton
Proliferation of Information –‘Too much noise’
@LisaPeyton
Proliferation of Tactics
• 27 tactics and counting• Constant content required• Social Media most popular tactic among other marketers
@LisaPeyton
Proliferation of Channels
• Hundreds of platforms and counting• Marketers use an average of 6, up from 5 last year• Biggest increase in Slideshare, Google+ and Instagram
@LisaPeyton
Education Market Challenges
• Common Core State Standards• Digital curriculum• Bring Your Own Device• Differing Internet and social media guidelines for classrooms• #learnanywhere
@LisaPeyton
What I hope to leave you with
• Strategic solutions• Ability to foster ongoing discussion about how to best use social media • Super Hero Tools• Inspiration, Confidence and Support!
@LisaPeyton
FROM this…@LisaPeyton
TO this…@LisaPeyton
Part 3: Strategic Solutions@LisaPeyton
Foundation for a Solid Strategy@LisaPeyton
• Know your business (Who are you? What do you offer? Brand mission)• Know your market (Who are your competitors? What are they doing? Market trends?)• Know your audiences (Who are your customers?)• Know what you want to achieve -goals• Know how you’re doing -measurement
1) Research@LisaPeyton
• Customer survey• Where are your peeps?• Where do they want to engage with your brand?• What language are they speaking? (keyword research)• What are your competitors saying?• What is your brands current digital footprint?
* http://lisapeyton.com/lisa-peytons-podcasts-the-brand-man-scott-davis/
Case Study: K-12 Curriculum Company@LisaPeyton
Customer Survey Questions: • Which platforms do you use on a regular basis? • Where would you welcome the opportunity to connect with us?• What recommendations do you have as we develop our social media presence?• Insight: Our audience WAS on Pinterest and Facebook(DAMN!)
2) Objectives@LisaPeyton
• What do you hope to achieve?• How does this serve the overall business objective?• Is it measurable and time sensitive?• SOCIAL IS NOT A SALES CHANNEL• Expression Engine
Case Study: Objectives@LisaPeyton
Social Media Marketing Objectives• Increase brand awareness and thought leadership• Increase online ‘share of voice’• Generate new leads• Identify and connect with industry influencers• Grow an active online community around math education
3) Target Audience@LisaPeyton
• Who are you trying to reach?• Who influences your target audience?• Who are you current brand advocates?• Demographics• Psychographics• User Personas• Behaviors• Needs and Goals• Pain Points
Case Study: Community Outreach Report@LisaPeyton
• Identify online influencers• Industry bloggers• Klout Score• LinkedIn groups• Where do they engage?• Relevant hashtags• What is our offer? (What value do we offer them?)• Set-up listening dashboard to follow, learn and engage when appropriate
4) Consumer Decision Journey
• Create consistent, user-friendly, relevant touch-points throughout journey • Social media impacts the ‘evaluate and ‘advocate’ stages• Need to help consumers navigate the evaluation process and spread positive word of mouth• Where can you build trust?• Where can you build relationship? • Empower your brand hero to tell their own story = ADVOCACY
*Source: Branding in the digital age, David Edelman
@LisaPeyton
Case Study: Touch-point Message Matrix@LisaPeyton
5) Measurement – KPI’s
• Key Performance Indicators• How are you doing?• How effective is your message?• Which content is garnering EXPRESSION?• EXPRESSION = shares, RT’s, comments, reviews, likes, +1’s, mashups, mentions• Relate to overall objectives• Measure weekly/monthly/Quarterly
@LisaPeyton
Case Study: KPI Worksheet
• Pinterest followers• # weekly repins and comments• Social referral website traffic• Twitter followers• RT’s, Twitter mentions• Blog traffic, comments• LinkedIn followers• YouTube Subscribers• Video Views• Website lead forms submitted• Overall ‘share of voice’
@LisaPeyton
Results• Dramatic increase in followers
• Social website referral traffic doubled• Thousands of video views on YouTube
• Increase in leads generated
Our Batbelt – Tools, Tools, Tools
• Listening – Radian6, ViralHeat, Hootsuite, Google Alerts• Management/Scheduling –Spreadfast, SproutSocial, Hootsuite• Campaign/Contest Creation –Buddy Media, AgoraPulse, Wildfire apps• Content Management –Wordpress, Wordpress Wordpress• Social CRM – Adobe Marketing Cloud, Nimble.com, Salesforce
@LisaPeyton
Be a Social Media Super Hero!
• Challenging Times – Consumer changes, Tech changes and Education market changes• Solid Strategy is NEEDED more than ever• Foundation for a solid strategy• Do your research!• Define your objectives!• Define your target audience!• Define your customer journey!• Define your KPI’s• Get the best tools you can afford!
@LisaPeyton
