May 19, 2016

Harness the Power of Social to Overcome Brand Challenges

Introduction

Rebecca LombardoDirector of Strategic Services,

Tracx@mediachick76

Pete KnowltonSocial Media Manager,

Ghostery@GhostyPete

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Founded in 2009, Ghostery is the industry leader in digital experience optimization and privacy solutions

Ghostery Story: Making the Invisible Visible

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What’s the Issue at Hand?

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Directive• New SaaS model product geared towards the start up

to mid-level sized company• Scan any site and identify the 3rd party marketing

technology being used and the relationships between them

• Spread the word and get subscriptionsContext• Ecommerce

• Depend on site performance – a slow site means higher risk of potential customer flight

• An unsecure site has the potential for data leakage as well as hack potential• Web Ops

• Teams need to have visibility into what's happening on their page at all times.• Tag Management

• Real time inventory of all 3rd party marketing technology on your site.• Competitive Analysis

• What technologies are competitors using?

What’s the Issue at Hand?

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Scenario• You are the Social Media Manager with

a team of one• As a company you don’t participate in

conventional advertising• How can I spread the word of this new

product without breaking a core value of our company• How can I stay on message while

targeting the right people• How can I promote a product without

coming across too promotional in a community driven channel

Resources and Time• Balancing all aspects of a grass roots campaign without a full team• Within Directive, balancing a deadline When are results expected?Noise vs. Value• Just because you have a lot of content out there, are the right people

going to see it?Return on Investment• What metric data can you use as success identifiers?Maintaining consistent activity across multiple accounts• Social outlet suite to schedule engagementsCurating relevant content• News alerts based on topics that relate to product

Identifying Social Media Pain Points

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Formulate a Game Plan

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Research• Gather the intel needed across all platforms

Analyze • Formulate the data and create your social strategy • Define success metrics

Engage• Spread the word

Report• Collect data based off of analysis stage• Formulate reports with metrics• Regroup/Engage

Research: Identify Influencers in the Relevant Market Space

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Go right to the source• Search for hashtags that

identify, relate to, or are grouped with the market you want to create a buzz in

• Find top influencers that are tweeting content with those hashtags and see what type of content they are engaging with or sharing

• See who your competitors are and what they are sharing

Analyze: What Data Points Can Help Me?

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Define Success• Metrics-driven campaigns give you the

guidelines necessary to determine success/failure

Create Your Social Strategy• Who, What, Where and When

Use Dashboards• Quickly identify which social outlets are

best reporting on your topic

Example of Dashboard from Tracx

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Executive teams like “Vanity” metric reporting• Twitter followers & Facebook Likes

• Thousands of followers consisting of bots is not a quality community

• Sentiment• Very tricky metric to effectively manage with a small team.• Good vs. Bad is very subjective

Social Media Managers like engagement level metrics• Who is talking about my brand?

• Influencers• Potential reach, quality of content

• How often is my brand mentioned?• Mentions, posts, reach, conversations

• Where are those conversations happening?• Geographic/Demographic

What Makes a Good Metric?

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Engage

Create multiple “campaigns”• Don’t send out the same post 100 times• Change up the images• Change the text – make it exciting!• Think about tone of voice for each post

• LinkedIn Posts tend to be more B2B• Twitter/Facebook tend to be more peer to peer

Engage top influencers with content • Respond to conversations• Create conversation and ask for thoughts• Identify when your followers are most active and send out new

content• Respond to influencers/followers on their content and suggest how

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Example of Scheduled Content from Tracx

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Report

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Did you hit your Success Metric?

Yes?

Awesome!Keep going!

No?

What are the reports showing?

Where is the content hitting?

Need a new strategy?

Example Reports from Tracx

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Takeaways

• There is no concrete formula for success with Social Media• If at first you don’t succeed, Try Try Again!

• What’s important is that you are able to identify what is working and explore those markets

• What’s even more important is that you accept it if a strategy is NOT working, and try something new!

• It’s like the Stock Market – you have high and low days, what sets your brand apart is how you capitalize on the differences

Takeaways

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Thank youwww.tracx.com info@tracx.com@tracx