5* Ways to Optimize Social Media Marketing
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5*TOOLS TO OPTIMIZE SOCIAL MEDIA MARKETING
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@matt_heindlDirector of Social Marketing
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SOCIAL WORK
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1. My quick POV on what “social” is…2. … How that relates to “social marketing”3. Tools to work smarter and faster
AGENDA
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Which platform is most important to your marketing?1. Facebook2. Twitter3. Blogs4. All of them!
QUICK SURVEY(what sort of social media guy would I be without “listening”?)
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WELCOME TOGRAD SCHOOL.
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GURUSBEGONE.
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MY HUMBLEPOV
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Media consumption has changedmore in the last 5 years than in the 20 preceding it
But the motivations are as old as humanity...
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TITLE
Google CEO, Eric Schmidt:
“Every two days now we create as much information as we did from the dawn of civilization up until 2003.”
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SCAREDYET?
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CONFUSEDEVER?
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THAT’S OK.(SO ARE SOME OF THE VENDORS.)
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
Social MediaTracking
SocialIntelligence
TECHNOLOGY HYPE CYCLE THROUGH ADOPTION
Thanks to Visable Technologies
A TEXTBOOK EARLY MARKET…
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
SocialIntelligence
Social MediaTracking
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
FirstGeneration Technology
SocialIntelligence
Social MediaTracking
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
FirstGeneration Technology
NextGeneration Technology
SocialIntelligence
Social MediaTracking
Wednesday, October 27, 2010
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
FirstGeneration Technology
NextGeneration Technology
SocialIntelligence
Social MediaTracking
Wednesday, October 27, 2010
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Rampant adoption of social media as the “next big thing”
Rampant disillusionment with SM technology vendors, which broke promises expressed or implied
Promise fulfilled: data complete, metrics reliable, software scalable, enterprise
fully enabled, ROI demonstrated
A Textbook Early Market…
ENABLING TECHNOLOGY LIFE CYCLES
FirstGeneration Technology
NextGeneration Technology
SocialIntelligence
Social MediaTracking
Wednesday, October 27, 2010
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ARE WE THERE YET?ALMOST.
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LET’S LOOK AT SOMETOOLS!
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SOCIAL MEDIA PUBLISHING PLATFORMS• BUDDY MEDIA• VITRUE• CONTEXT OPTIONAL• INVOLVER• WILDFIRE (contest specialists)
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WHAT DO THEY DO, IN GENERAL?Allow us to appear to have created custom Facebook apps
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Buddy Media
Drag and drop “widgets” into your template
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• Gifts • Photo• Polls• Quizzes • Calendar• My Plans
Available apps/widgets.
Buddy Media
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• Gifts • Photo• Polls• Quizzes • Calendar• My Plans
• Image Gallery• My Picks• YouTube • RSS• Twitter• Opt-in• Message Maker
Available apps/widgets.
Buddy Media
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Just dress’em up!
Buddy Media
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Just dress’em up!
Buddy Media
They are NOT ready out of the box…
You will need to add your design elements with css templates
Most platforms can do it for you for a fee.
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… And hang them on your wall!
Vitrue
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FACT:95% OF YOUR FANS NEVER VISIT YOUR PAGE.
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WHAT DO THEY DO, IN GENERAL?Allow us to preview, schedule and add photos to updates.
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… and that’s not all!
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… and that’s not all!
• Schedule, post and track brand messaging to the Facebook Newsfeed and your Page Wall
• Include images, links, videos and sapplets as needed
• Track the performance of historical posts to inform social messaging strategies for the future.
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Post archiving and organization
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Monitor Your Wall
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Analytics!
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Fan CountUser Engagements Tab Views
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WHY? (If you are not convinced yet)Key benefits of a platform
• Demand: Every global brand team is looking for an immediate social solution
• Reduced time to market: Brands can activate presences within weeks
• Cost savings: Provides significant cost savings versus one-off, custom development projects
• Ease of management: Technical and admin changes made at the platform, not page, level
• Control: Granular permissions provide global brand control with local customization
• Solid foundation: Scalable Page architecture is critical to maximize Facebook efforts
• Security: Deploy and manage hundreds of Pages globally through a secure system without granting high-level Facebook Page admin rights to any one team or individual
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HOWMUCH $$?
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Facebook Publishing Tool Twitter Publishing Tool Self-serve "tab apps" FB page monitoring Score Pricing Model Cost per month
Create status updates, add chosen media and
preview the update before it goes live… and schedule WHEN the update occurs
Allows one to create tweets, attach files and
photos, preview the Tweet as well as
schedule when the update occurs.
Allows users to use a suite of out-of-the-box "apps"
ranging from video players to sweepstakes entry forms to photo slideshows to polls:
and customize artwork.
Set alerts and filters for four letter and competitor terms.
Contract term
Average cost to use the service
(either as contracted or
prorated)
Vitrue 9 8 8 (includes wall apps) 7 32 M-t-M or annual sub $2500 or $2000 (yr)
Buddy Media 5 6 7 (includes embed apps) 7 25 annual sub only $5000
Context Optional 5 6 6 7 24 3 month $2500
Involver 5 2 4 5 16 6 months $2500
SOCIAL MEDIA PUBLISHING PLATFORMS: SCORECARD
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DO BETTER ON TWITTER
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TWITTER PLATFORMS• TWEETVISOR• TWEETDECK• TWEETREE• iTWEET• TWEETDECK• ECHO• CO-TWEET• … and tons more
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WHAT DO THEY DO, IN GENERAL?Give us an alternative user interface to standard Twitter.
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DEMO: HOOTSUITE
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Intermission
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ADVANTAGES OVER PLAIN-’OL TWITTER• SCHEDULING• EASY LIST CREATION• LINK SHORTENERS BUILT IN• ACCESS TO KLOUT/RANKING• MULTIPLE STREAMS, MULTIPLE USERS• MONITORING• ANALYTICS: PLUG YOURS IN OR USE THEIRS• FACEBOOK AND FOURSQUARE ADD-INS
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NOW YOU KNOW HOW TO LOOK LIKE A PRO.
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…BUT POST WHAT?AND WHEN?
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SOCIAL FLOW
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Take the guesswork out of social.
Allow you to say the right things, at the right time.
The art & science of increasing traffic, ReTweets, shares, mentions and followers.
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Understanding the path to success is essential: earn attention, engage the audience, and be relevant by adding value to the conversation.
The result is desired actions (click-throughs, RTs, shares, mentions and follows).
SuccessEngagementEarningAttention
ACHIEVING SUCCESS IN SOCIAL MEDIA
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LANGUAGECreate Tweets using
compelling messaging
SocialFlow determines when to send out each Tweet so that you achieve maximum desired actions from your audience.
TIMINGRelease Tweets when
conversations peak
METRICSMeasure success of
CTR, C/T, C/F, RT, and Followers
Click Data
HOW SOCIALFLOW WORKS
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Number of Followers
Traffic to your website from links in your message
CTR
Quality of your Content
Clicks PerTweet
Quality of your Content
Clicks PerFollower
Earned reach
ReTweets
HOW DO YOU MEASURE SUCCESS?
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Content Pipeline Import an RSS/XML feed or manually enter posts. Optimize for click-throughs or publish immediately.
Dashboard View real-time performance of each post, audience growth, and tweet frequency.
Analytics & Insight
Understand audience response by tracking content performance (clicks/Tweet), audience quality (clicks/follower), click distribution, and other KPIs. Use these insights to improve and create new content and engagement.
SettingsCustomize virtually every parameter on SocialFlow to suit your business needs, including rules for constructing Tweets & posts, time & volume limits, content weighting, and optimize, hold or publishing immediately.
Tracking Enable Omniture or Google Analytics tracking to ensure that traffic from social channels via SocialFlow is accounted for.
KEY PRODUCT FEATURES
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Clicks/Tweet by 51%Clicks/Followers by 29%Followers from 188k to 357kApril – August ʻ10
Major global weekly business and world affairs
news magazine
Music retailer and subscription service
/Tweet by 932%
Clicks/Followers by 198%
Followers from 5.2 to 8.5k
March – August ‘10
PROVEN SUCCESS
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Use SocialFlow: Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay attention to you
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Use SocialFlow: Successfully reach & engage with your audience
Increase click-throughs to your website
Get people to pay attention to you
Increase engagement & audience quality
Grow your audience
Create more compelling, relevant content delivered at peak audience interest
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ONE MORE QUICKIE!
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TRACK YOUR TWITTER GROWTH
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BUT ARE THEY INFLUENTIAL?
Wednesday, October 27, 2010
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Wednesday, October 27, 2010