TELECOMMUNICATIONS REGULATORY AUTHORITY (TRA)EBIZ CONNECT WORKSHOPINTEGRATE SOCIAL MEDIA MARKETING INTO YOUR CURRENT STRATEGY
4th June, 2014 – TRA PREMISES – AL WHEEDA - DUBAIPresenter: Omar Kattan, CSO - Sandstorm Digital FZE
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WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives
2. Researching, Auditing & Listening
3. Defining Your Brand Story
4. Developing Your Buyer Personas
5. Devising Your Social Media Strategy
6. Creating Your Editorial Calendar
7. Getting Started With Social Media
8. Measuring Your Social Media Marketing ROI
BUT FIRST, SOME PERTINENT STATS…
ALMOST 4% OF GLOBAL INTERNET USERS FROM MIDDLE EAST
ABOVE AVERAGE INTERNET PENETRATION (34.3% GLOBAL)
88% OF ONLINE USERS ARE ON SOCIAL MEDIA
ALMOST 60 MILLION USERS ON FACEBOOK…
AND 1 OUT OF 4 OF THEM ARE FROM EGYPT
OTHER SOCIAL NETWORKS ALSO GROWING RAPIDLY
FACEBOOK MOST POPULAR BUT OTHERS GAINING GROUND
EVEN SPLIT BETWEEN ARABIC AND ENGLISH
MORE THAN TWO THIRDS OF USERS ARE MALES
68% OF SOCIAL MEDIA USERS ARE “MILLENIALS”…
MUSIC & MOVIES MOST POPULAR TOPICS
MAJORITY OF GULF USERS FROM SAUDI & UAE
UAE HAS HIGHEST OVERALL SOCIAL MEDIA PENETRATION
GLOBAL BRANDS ARE ADOPTING SOCIAL MEDIA
OREO “NEWSJACKING” EXAMPLE…Background
• February 2013 Super Bowl• Lights Go Out – Game Stops• 100 Million Viewers Turn to Social
Media to see this…
Within 1 hour…
• 10,000 Re-tweets• 18,000 FB Likes• 5000 Shares
And lots of headlines, in 100 countries!
$0 - 525,000,000 earned impre$$sion$
SOCIAL NEWS & EVENTS ARE NOW THE NORM
EVEN GOVERNMENTS ARE GETTING IN ON THE ACTION…
BOTTOM LINE…
You need to integrate social into your current strategy…
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
SETTING YOUR SOCIAL MEDIA GOALS & OBJECTIVES
What are your marketing goals & objectives?
Branding? Lead Generation? Sales? Customer Service? Reputation Management A mixture of the above?
ASSIGN KEY PERFORMANCE INDICATORS (KPI) TO YOUR GOALS
ARE YOUR OBJECTIVES & GOALS “SMART”?
Specific?
Measurable?
Attainable?
Relevant?
Time-bound?
NOW PUT THEM INTO A MATRIX (EXAMPLE)…
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
Research Keywords used by
customers & prospects Your niche Your competitors
AUDIT & RESEARCH
Audit Your website & social
properties Your content
BUILD UP YOUR ARSENAL OF TOOLS TO USE DURING THE AUDIT & RESEARCH STAGE
ANTS WITH MEGAPHONES…“A company’s brand is not what the company says it is, but what the customer says it is … The ants have megaphones now.”
Chris Anderson – Author, “The Long Tail”
Who is talking What are they talking
about? Why are they talking? Where are they talking When are they talking What questions are they
asking? Who’s answering them?
LISTEN TO YOUR AUDIENCE
SET-UP FREE KEYWORD ALERTS (BRANDED & GENERIC)
SIGN-UP TO FREE TOOLS & UPGRADE IF NECESSARY
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
PEOPLE DON’T BUY WHAT YOU DO…They Buy Why
You Do It
START WITH WHY
Simon Sineck – Author & Speaker
What we do
How we do it
Why?
HOW MOST BRANDS COMMUNICATE
What?
How?
Why?
HOW SUCCESSFUL BRANDS COMMUNICATE
“We make great computers
They’re beautifully designed, simple to use and user-friendly.
Wanna buy one?”
EXAMPLE: HOW MOST COMPUTER BRANDS COMMUNICATE…
What?
How?
Why?
And we happen to make great computers.
Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.
Wanna buy one?
HOW APPLE COMMUNICATES
Why you do what you do? What’s your one thing? Why should your customers
care? Why should they share your
message Why should they buy and
rave about your product or service?
KNOW YOUR “WHY” & INFUSE IT IN YOUR CAMPAIGNS
What you do
How you do it
Why you do what you do
What?
How?
Why?
Stakeholders & Marketplace
Your Brand Story
YOUR WHY IS YOUR BRAND STORY
START WITH YOUR BRAND STORY…
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Researching, Auditing & Listening3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
KNOW YOUR AUDIENCE
KNOW YOUR AUDIENCE
DEVELOP BUYER PERSONA CARDS
B2C B2B
REGARDLESS OF WHAT YOU’RE SELLING … YOU NEED THEM.
BUT HOW DO YOU GO ABOUT DEVELOPING THEM?
Some ideas…
MINE DEMOGRAPHIC ANALYTICS DATA
MINE SEARCH BEHAVIOR DATA IN YOUR ANALYTICS
Research your website traffic by keyword
Find user similarities in search traffic
Refine buyer personas by social channel
Fill out social details for your personas using social data analytics…
SOCIAL DATA ANALYTICS SOURCES
AND YOUTUBE DATA
SUPPLEMENT YOUR RESEARCH BY CONDUCTING INTERVIEWS WITH EXISTING CUSTOMERS
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
THINKS ABOUT YOUR PURCHASE FUNNEL
Awareness
Consideration
Action
Shopping
YOUR SOCIAL STRATEGY STARTS WITH SELLING YOUR STORY TO THE RIGHT AUDIENCE FIRST
*Diffusion of Innovations Curve – Key to spreading ideas!
USE INDUSTRY TOOLS TO FIND THEM
?
Paid
OwnedEarned
CONSIDER YOUR MEDIA CHANNELS
YOUR AUDIENCE’ MEDIA DEVICE USAGE
AND YOUR CONTENT TYPES…
MAP YOUR CONTENT TO THE PURCHASE MATRIX
THINK CONTENT CREATION & CURATION
EXAMPLES OF CONTENT CURATION SOCIAL PLATFORMS
MAKE YOUR CONTENT CREATION EFFORTS GO FURTHER…
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
THINK LIKE A PUBLISHER
It’s not just about what you sell
Become a source of information for your audience
Timeliness, frequency and relevance are of the essence
Consistency is critical
MAKE YOUR CALENDAR ACCESSIBLE & DYNAMIC WITH GOOGLE DOCS
EXPLORE OTHER CONTENT CALENDAR OPTIONS (FREE & PAID)
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas (Your Audience)5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
ESTABLISH BASECAMP (I.E. YOUR BLOG)
Choose a blogging platform
Can be hosted off site but preferably on-site
If on-site, host on sub-folder or sub-domain
Install popular plugins (Social Media, SEO, Lead Collection, Nurturing, Analytics, Etc.)
SECURE & CONNECT YOUR SOCIAL MEDIA ACCOUNTS …
Register your social media profiles
Connect your website & blog to your properties
Add your business data Follow relevant
accounts Join the conversation,
don’t just broadcast
AUTOMATE WITH CAUTION
WORKSHOP AGENDA
1. Setting Your Social Media Goals & Objectives2. Listening, Researching & Auditing3. Defining Your Brand Story4. Developing Your Buyer Personas5. Devising Your Social Media Strategy6. Creating Your Editorial Calendar7. Getting Started With Social Media8. Measuring Your Social Media Marketing ROI
MEASURING SOCIAL MEDIA MARKETING ROI
Have you set-up Analytics?
Is it configured to track social media conversions?
Have you placed a monetary value for a conversion?
Are you tracking micro conversions?
Are you tweaking your campaigns based on analytics insights?
TO RE-CAP…
1. Set Your Social Media Goals & Objectives
2. Research, Audit & Listen
3. Define Your Brand Story
4. Develop Your Buyer Personas
5. Devise Your Social Media Strategy
6. Create Your Editorial Calendar
7. Get started with Social Media
8. Measure Your Social Media Marketing ROI
QUESTIONS?MORE INFORMATION?
Sandstorm Digital FZE PO Box 126732, Concord Tower, 6th floorMedia City, Dubai, United Arab EmiratesTel: +971 (0) 4 454 97 72. Email: [email protected]
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