Cut Through the Noise: Social Priorities for B2C
Transcript of Cut Through the Noise: Social Priorities for B2C
![Page 1: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/1.jpg)
Top Social Priorities for B2C in 2015
through the
@katykatztc #SMBCMN
December 18, 2014
![Page 2: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/2.jpg)
Hello my name is …
Katy Katz
Content Specialist, Collegis Education
MBA, Benedictine University BSB, Carlson School of Management Let’s connect! @katykatztc plus.google.com/+katykatz
![Page 3: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/3.jpg)
Have you ever felt like this?
![Page 4: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/4.jpg)
Every minute …
3,600 users share photos on Instagram
Over
100,000 Tweets are published
684,478 people post to Facebook
*Source: Mashable
48 Hours of video uploaded to YouTube
27,778 Blogs posted to Tumblr
![Page 5: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/5.jpg)
So how do you make a connection?
![Page 6: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/6.jpg)
Don’t rely 100% on national data 1
![Page 7: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/7.jpg)
Facebook data
![Page 8: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/8.jpg)
Google Analytics
![Page 9: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/9.jpg)
It’s time to get personal
![Page 10: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/10.jpg)
Define social personas 2
A buyer persona is a semi-functional representation of your ideal customer based on market research and real data about your existing customers. - Hubspot
![Page 11: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/11.jpg)
73% of marketers already use segmentation for email, paid and direct mail campaigns. — getsmartcontent.com
![Page 12: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/12.jpg)
Persona
NAME JOB TITLE • Where they work • Details about their role
SOCIAL PLATFORMS • Facebook • Instagram • Pinterest • Twitter • Google+
SOCIAL BEHAVIOR • Information seeker • Fan • Influencer • Detractor
DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family
GOALS AND CHALLENGES •Values and fears MARKETING MESSAGE • Elevator pitch
![Page 13: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/13.jpg)
Know the humans in your audience
![Page 14: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/14.jpg)
Human-centric approach #H2H
Utility Purpose
Simplicity
Context
Participation
Human Values Embrace Irrationality
Deep Human Understanding
Human to Human #H2H, Bryan Kramer
![Page 15: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/15.jpg)
If you KNOW your customer, you can
communicate
![Page 16: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/16.jpg)
Show your brand’s personality 3
![Page 17: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/17.jpg)
Let your freak flag fly!
![Page 18: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/18.jpg)
as long as you are RESPECTFUL
![Page 19: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/19.jpg)
Be responsive 4
![Page 20: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/20.jpg)
engage with customers
![Page 22: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/22.jpg)
find influencers
![Page 23: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/23.jpg)
23
“Responsive social media is a
key differentiator for businesses in 2014.” - Paul Dunay, Social Media Today, June 2014
![Page 24: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/24.jpg)
89% of customers say their social media interactions impacted their purchases! - Infosys
24
![Page 25: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/25.jpg)
Define your social ROI 5
![Page 26: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/26.jpg)
the goal isn’t to be good at
social media, the goal is to be good at
business because of social media - Jay Baer, Convince and Convert
26
![Page 27: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/27.jpg)
Get serious about visuals 6
![Page 28: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/28.jpg)
Tell a story
“fully produced
storytelling videos will be a large part of [the] trend to high investment content” - Michelle Stinson-Ross, Offers.com, November 2014
![Page 29: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/29.jpg)
It doesn’t have to be fancy
![Page 30: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/30.jpg)
User-generated content (UGC) is trusted
50% more than traditional media. — http://corp.crowdtap.com/socialinfluence, March 2014
![Page 31: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/31.jpg)
Sometimes to
stand out you have to learn to
blend in
![Page 32: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/32.jpg)
Pay to play 7
![Page 33: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/33.jpg)
Promote content throughout journey
- vidaao.com
![Page 34: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/34.jpg)
Target psychographics
demographics - relationship - education - work - financial - home - ethnicity - generation - parents - politics - life events
interests - likes - group affiliations - search history
behavior - purchase history - device / platform - digital history
*Great resource for more information: Marty Weintraub, AimClear
![Page 35: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/35.jpg)
Incredible placement accuracy
Women
18 - 34
Recently engaged
Working in retail
Some college
Parent
Interested in yoga
Like green tea
![Page 36: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/36.jpg)
Speak the social language 8
![Page 37: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/37.jpg)
Ideal posts: - have a link - are brief—40 characters or fewer - get published at non-peak times - follow a schedule - timely / newsworthy - Kevin Lee, Search Engine Journal, December 2014
![Page 38: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/38.jpg)
First hashtag for
context
Add hashtags for
conversation
![Page 39: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/39.jpg)
![Page 40: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/40.jpg)
Google+
![Page 41: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/41.jpg)
Evergreen Content
![Page 42: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/42.jpg)
Make life easier with tools 9
Hootesuite Twitter Small Businesses App Google Alerts Social Listening Tools
![Page 43: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/43.jpg)
If you have to pick one thing: PURPOSE
![Page 44: Cut Through the Noise: Social Priorities for B2C](https://reader030.fdocuments.us/reader030/viewer/2022032503/55c0316ebb61eb36478b4778/html5/thumbnails/44.jpg)
Questions?