Social Media Marketing’s Key Metric:EngagementBy Banyapon Poolsawasdfor Marketing Leadership & News Professionals

Presented by @daydev

Banyapon Poolsawasdhttp://www.daydev.comTwitter: @daydevFacebook: http://www.facebook.com/banyapon

Google+: Banyapon

Evolution of EngagementCustomer service and support in Social Media

1990-2000:Call Center,

Emergence of IVR and Automation.

2000-2010Multi-Media Customer

Interactions – Telephone, Web, Email, Chat, SMS

2010-PresentedIntegrated

Channels, Social Media, Video

Channels, Avatars

“Social Media is an enterprise-wide movement that impacts sales, marketing, customer service, product development, corporate communications, and employee communication and collaboration”.

Enterprise use of social Media

Social Media is not just a contact center imperative, but also an important enterprise-wide phenomenon that impacts several business functions. This includes sales, marketing, customer service, product development, corporate communications and PR, and employee communication and collaboration

Key Uses

Customer Service and Support

Public Relations (PR),Corporate Communication

Employee Collaboration,Production Development

Sales-Customer AcquisitionGrowth, Retention

Marketing-BrandingPositioning, Promotion

Getting closer to customersEngagement is the Journey, Loyalty is the Destination. Engagement drives loyalty, and empowered consumers expect it when interacting with brands today. Marketers should plan with engagement methods that provide the appropriate level of interaction and experience.

Inbound Marketing

SEO

PPC

FBFan Page

Mobil

e Searc

h Ads

Display Ads*

FB Ads

Web Seeding

CAMPAIGN

KOL

EDM

* Display AdDisplay network contextual adsInteractive BannerRich Media BannerVideo Banner

Strategic Creative Online Planer

Online Media Plan & Buy

Digit

al De

velo

per

Mobile Ads

Social Media and Search Marketing is a king for engagement customer

Prominent Point

SEARCH MARKETING

SOCIAL MEDIA

WEB ANALYTICS

SEO SEM & Display Network

Facebook FB Ads SMO etc.

Analytics Tool Evaluation

based on digital campaign

traffic management

Consumers with accounts on Social media

Generation Y: People born between 1975 and 1992 (18 to 35 year olds); Generation X: People born between 1965 and 1974 (36 to 45 year olds); Baby Boomers: People born in or before 1964 (46 years olds and older).Source: IBM Institute for Business Value analysis. CRM Study 2011.

No Accounts

Social bookmarking sites

Social review sites

Wikis

Blogging sites

Microblogging sites

Media sharing sites

Social networking sites

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

5%

19%

20%

27%

30%

42%

57%

89%

13%

12%

16%

22%

24%

37%

42%

79%

20%

7%

10%

14%

12%

24%

33%

72%

Babay Boomers Gen X Gen Y

It’s personal For most consumers, social media is about engaging with friends and family and accessing news and entertainment – not interacting with brands.

Social Media BusinessObjective

Social Media Measurements

Customer EngagementIntegrate Tools

Customer Engagement

Technology &

Innovation Mobile

Marketing

Added Value

&Consistenc

y

Personalization

Customization

Tools & Trends

Feed Back&

Recommendation

Search Engine Optimization {SEO} & PPC

Media Utilization

PPCAdwords

Organic Search

SEO On Page

Search Engine Optimization {SEO}

Brand Awarenes

s

Low Costand High

Value

TrafficsGenerat

or

Measurable results

Earning higher rankings on search engines results pages to increase recognition

Search engine marketing is low cost compared to other forms of marketing and is arguably one of the most effective with a high ROI

Traffic is the middle man between brand awareness and sales. You have earned good results for brand awareness then you will receive clicks and the more clicks you get

Search Marketing help you listen and tracking behavior from your real target audience.

Media Utilization

Benefit of SEO

Mobile Advertising & Search on Mobile

Media Utilization

MobileAdvertising

Search Adson Mobile

ImproveTime

LocationAwarenes

s

FastestGrowingAudienc

e

OneClick Away

The always-on and always-aware nature of mobile devices provides more timely communications than any other channel.

Knowing someone’s geographic location can be critical to engaging in a relevant conversation with them.

Use of the mobile internet is growing at an unprecedented rate and it is set to overtake the PC as the main way people will access the internet in the near future.

With feature "click to call" feature customers are now only one click away from your business.

Media Utilization

Benefit of Mobile Advertising & Search on Mobile

Mobile Advertising & Search on Mobile

Facebook Advertising

Media Utilization

Reach Your

Target Audience

ControlYour

Budget

Combining

Marketing

Solution

Community

Supported

Connect with more than 800 million potential customers Select your audience by location, age and interests

Set the daily budget you are comfortable with Adjust your daily budget at any time Choose to pay only when people click (CPC) or see your advert (CPM)

Combining marketing solutions on Facebook for a positive ROI.

Build a community around your business with Facebook Advertising.

Benefit of Facebook Advertising

Facebook Advertising

Media Utilization

Overview Of Facebook

Media Utilization

5 Million video clip uploaded per month

850 Million photo uploaded per month

3 Million Mins. Browsing on Facebook every day

3.5 Million Joined Fan Page a day

170 millionActive user from175 million user

2 Million Events created in Facebook per month

Facebook became the Most-Traffic Social Media Site according to comScore

Overview Of Facebook

Media Utilization

Facebook now has 8,642,980 User in Thailand

47% of all usersTotal : 4,008,680

53% of all usersTotal : 4,584,800

Overview Of Facebook

Media Utilization

Social AdsReach your exact audience and connect real customers to your business.

Display Ads Network

Media Utilization

Ads From

Display Ads Network

Ads From

Display Ads Network

Behavior

Contextual

GeographicRemarketin

g

Recent online behavioral patterns can determine where your ad is displayed.

Categories and real-time relevancy scores can ensure your ad is displayed to the appropriate audience.

Targeting users by geographic location is an excellent way to personalize your ads and creative. Perfect for a pizza delivery company etc.

Display adverts can be shown to users who have previously visited your website. This helps convert users who have left your website without making a purchase.

Media Utilization

Benefit of Google Display Advertising

Display Advertising Network

Display advertising can be a great way to grow a brand and increase conversions. Superior technologies enable campaigns to target the user instead of the website.

Analytics Tools

Analytic Tools & Conversion SuiteGoogle Remarketing

Re-Engage your customers across Ads network

Goal Flow report bring more details into view. Chances are you’ll see visitors doing things like skipping steps and looping back to previous steps – things you just can’t see in the standard Funnel Visualization report.

Benefit• Most effective ways of increasing the

number of conversions on your site.• Truly works as a form of advertising

because it plays on the natural tendencies of the ordinary consumer.

Conversions are likely to increase through Google Re marketing and as one of the management companies that can offer this service to their clients

Google Analytics funnel visualization

How Visitors Really Move Through Your FunnelGoal Flow report bring more details into view. Chances are you’ll see visitors doing things like skipping steps and looping back to previous steps – things you just can’t see in the standard Funnel Visualization report.

We could discover similar insights by examining other loops in the goal flow. Entrances can be misrepresented for the same reason that apply to exits

Understand how visitor behavior leads to sales and conversions

Improve your online sales with Ecommerce Reporting

Make better marketing decisions with Attribution Modeling

Analytic Tools & Conversion Suite

Analytic Tools & Conversion SuiteGoogle A/B Split Test

Create flow for “Registration Form” by Split Test and Generated Script include on form.

Form1

Form2

Form3

Analyzing the Experiment DataThe experiment simply runs itself, collecting data until a clear winner can be determined by Google Analytics.

Case Study

Brandfluencer find Influencers Who Tweet Your BlogTwitter Influencer

by knowing who drives the most traffic and page views to your site, you can focus on continuing to build relationships with them or show your appreciation and thank them for sharing your content.

Twitter Cover PhotoAwareness and Lifestyle

Brandfluencer find Influencers Who Tweet Your BlogTwitter Cover Photo

Brandfluencer find Influencers Who Tweet Your BlogTwitter Cover Photo

Google+ has a unique culture and set of capabilities that set it apart from other social networks.

Google+

Follow Active People Relevant to Your BusinessNow, finding these people can be a bit of a challenge, but search makes your job a lot easier.

Take Time to Commentbuild an active and engaged audience, it takes more than just following the right people. You also have to get into the trenches and interact with those people.

Google+

Participate in HangoutsHangouts are a great way to meet new and exciting people. Video is the next closest thing to meeting a person in real life and allows you to better connect with someone.

Publish High-Quality ContentTake the time not only to create but also share great quality content. As Scott Stratten says, “People share awesome.” The same goes for interacting with that content as well, whether it’s +1s, comments or reshares.

Google+

Increase Your Facebook EngagementYour Need some factors:

• Solid content strategy (what you’re going to post on your page)

• Promotion strategy (how you’re going to continually increase your fan base)

• Engagement strategy (how you’ll respond to fans and build community)

• Conversion strategy (how you’ll turn your fans into customers)

Facebook

Launch Creative IncentivesFrom time to time, keep your fans engaged with fun promotions. That may include contests, offers, games, vouchers, codes and more.

Facebook

Launch Creative IncentivesUse Facebook Feature

Facebook

Get PersonalYour community wants to get to know you and wants to be able to relate to you and your company.

Facebook

Image is the Best Ways Content MarketingNo doubt you’ve heard the visual marketing drumbeat, and it’s all true. Pictures are very powerful on Facebook. They take up more space in the news feed and can get more engagement than a straight text post.

Facebook

Have Fun…Oh I think you know.

Facebook

Love your FanCampbell’s Soup uses photos and posts to show their fans how much they love them. Make sure you don’t take your community for granted. Show a little love! It also helps to be creative in the way you express it so that it adds some fun and gets shared.

Facebook

DIGITAL MARKETINGSocial Media & Digital Assets Optimized

Location SharingExpand the Check In• Location-based check-ins• Content check-in application• Brand/Product Conversation

Check in Application

DIGITAL MARKETINGSocial Media & Digital Assets Optimized

I want to see her Secret album.

A Digital Campaignwith Open Graph

Or API.(and request access)Create

With “Good Copy” or “Reward”

Consider / Funny enjoy with shared

Allow Access

Open Graph OK

Her Secret Album

Administrator Control

FIN!

Social Media Integrationpowered by @daydev

Run CompetitionsPeople love taking part in competitions, whether it’s to win a coupon, money, get their two minutes of fame or just for fun On Pinterest, you can run competitions where the winner is the user who pins the best pictures or has the Pinterest board with the best collection of pins. You could also do something creative

Pinterest

Run OffersPeople love offers, especially if they find the product or service useful. Use the image-based nature of Pinterest to promote your offers.

Pinterest

Get Into Your Fans’ HeadsSo only share images that revolve around your brand and the lifestyle it provides.

Pinterest

Add Several Images to Every PageSo make sure you add at least one shareable image to every page. A better option would be to add many wonderful images to every page, so your readers get to choose their favorite image to pin.

Pinterest

These are just a few creative ways you can engage your audience on Social Media. Use these techniques or build on them to come up with your own innovative ways to engage your audience.

Summary

Thank You for Attention