1
AdvancedSocialMediaMarke0ng:APrac(calApproachforBusinessApril22,2016
Today’sAgenda9:00AM SocialMedia2016–What’sNew?10:15AM Break10:30AM GuestSpeaker:SocialMedia’sImpactonMarke0ng12:30PM LunchBreak1:15PM Crea0ngaSocialMediaMarke0ngCampaign:BestPrac0ces2:15PM Break2:30PM FinalProjectPresenta0ons–Part13:30PM Break3:45PM FinalProjectPresenta0ons–Part25:00PM ClassEnds
3
SocialMediaBestPrac0ces
LinkedIn:ProfileSummary
5
LinkedIn:ProfileSummary
6
FBFundraisingCampaignNon-Profit:HeiferInterna0onal• Spent:£2,800onFacebookAds• Reached:6.4millionUsers• Engaged:1,000sofLikes&Shares• Effect:30Dona(ons• ROI: £13.50spentforevery£1raised
7
TwiYer&YouTube:#SaveSmarterCompany:AvivaUK
8
#SafeSmarterCampaign
9
10
11
12
13
14
15
16hYps://twiYer.com/AvivaUK/status/715801605874909184
FB:“Sustainability”Approach
17hYps://www.facebook.com/Aviva/?brand_redir=110617675665050
18
19
20
21
22
UseHumor
23
Maersk:SocialMediaStrategy• Strategy:Tellstoriesaboutthebusiness– Eachsocialchannelhasitsownapproach
• ROI:– Increasedbrandawareness– Higheremployeesa(sfac(on– Newmarketinsights– Closertocustomers
24
MaerskCampaignExample• Story:HowMaerskshippingcontainersnavigatethefrozenBal(cSea
• Campaign:FB>LandingPage>(Gated)Brochureonan(-freezeservices
• ROI: 150“HotLeads”passedtoSales
25
MaerskSocialMediaStrategy:EachMaersksocialchannelhasitsownapproach
– Instagram:Followerscanpostpicturesofships,#Maersk– LinkedIn:Maerskpostsar(clesaboutworkculture&jobs
OutcomeStudy:MaersksecondonlytoLegointermsofFBengagement(1.5mFBfans,15%customers).
26
27
28
29
30
31
32
33
34
35
Maersk:OurSocialMediaChannels
36
37
Maersk:EmployeeAdvocacy
38
YouTube:Recrui(ngwithVideo
hYps://www.youtube.com/watch?v=0i7yjabtBs839
PersolSunglassesonInstagram
40
41
42
PersolCampaign• ThecampaignputsusersintheshoesofFrankieMalone,arebelseekingtooverthrowaregimethathasoutlawedfreethoughtandstampedoutindividuality.
• IllustratorJonathanBartleYisdrawingthenewscenesaqeruserscollec0velyvote,withlikes,forhowthestoryshouldproceed.
43
44
AppleNowonSocialMedia
45
46
Apple“MillennialAmbassador”,teachesatUCBerkley:
TaionSlideshare
47
Facebookhasthemostac(veusers
48
49
50
Today’sAgenda9:00AM SocialMedia2016–What’sNew?10:15AM Break10:30AM GuestSpeaker:SocialMedia’sImpactonMarke0ng12:30PM LunchBreak1:15PM Crea0ngaSocialMediaMarke0ngCampaign:BestPrac0ces2:15PM Break2:30PM FinalProjectPresenta0ons–Part13:30PM Break3:45PM FinalProjectPresenta0ons–Part25:00PM ClassEnds
51
The12CommandmentsofSocialMedia
Thoushalt:1. Determinethyorganiza(on'sgoalsforsocialmedia.Socialmediashallbeemployedunderaflexible
plantomeetthosegoals.2. Knowthytargetaudienceandcommunity.3. Knowthyorganiza(onalcultureandvoice.Speaktoyouraudienceinyourvoice.4. Listen.Ifyoudonothingelse,listentowhatpeoplearesayingaboutyourorganiza(on,productsor
services,compe(torsandenvironment.5. Besocial.ItiscalledSOCIALmedia:Engageyourcommunity.6. Bepa(entbutmeasureresults!Progresstakes(mebutmustbemonitored.7. NotaYempttobeoneveryplauorm.Priori%zeonthesocialpla-ormsthatmeetyourobjec4ves,
audience,andresourcesbest.8. Beauthen0c24/7/52.9. Showthypassion.Involveyourstakeholdersemo(onally.10. Beconsistentwithmessage,principlesandtone.11. Producegreattargetedcontent.12. Usegoodmanners.Ifyouareangrydelayyourpostortweetandreaditagainbeforepos(ng.
52Source:ProfessorGarySchirr;LinkedInBlog;witheditto#7.
NataschaThomsonNaThomson@Marke(ngXLerator.com@NaThomson+1(925)519-8111
Marke0ngXLerator.com
Over15yearsofB2Bmarke0ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,andLookingGlass.
54
55