Nick Westergaard / Westergaard.com

SOCIAL MEDIAMARKETING

Background

NickWestergaard.com

Brand-Driven Insights at

@NickWestergaard

photo via zeuxis.pixelsurgery / Flickr

Local Marketplace

Source: www.baekdal.com/articles/Management/market-of-information

BRANDTOUCHPOINTS

Brand DNA- Logo- Positioning- Website

CUSTOMER EXPERIENCE

BRAND

MARKETING COMMUNICATIONSTOUCHPOINTS

HUMANTOUCHPOINTS

INTERACTIVE DIGITAL TOUCHPOINTS

PromotionDirect Mail

CommunicationsProducts

Advertising

ServiceCall Center

Sales Management

Support

WebsiteDemosEmail

Social MediaBlogs

Execution AnalysisStrategy

CORE PRINCIPLES APPLY

Promote MeasurePlan

PLAN FOR TODAY

photo via rishibando / flickr

BEST PRACTICES

EXAMPLES

PLAN

Failing to Plan is Planning to

#FAIL

NEED A BLUEPRINT

ENGAGEMENT PLAN

FOCUS ON THE CONNECTIONS THE TOOLS FACILITATE

– MackCollier.com

5 USES OF SOCIAL MEDIA

1

140 millionimpressions

107% salesincrease

BEST PRACTICES

- Connect traditional media with new media

- Branding can = $ALES!

E-COMMERCE

2

MILLIONS EACH QUARTER

MARKET RESEARCH

3

COMPLEX

... OR SIMPLE

CUSTOMER SERVICE/RETENTION

4

CUSTOMER SUPPORT

Local Office

WebsitePhone

CUSTOMER SUPPORT

Local Office

Website

Phone

Social Media

- Industry updates- Customer support- Local network programming

@MediacomCable- Updates on industry news & information- Customer support remains focus- Starts longer conversations with customers via web or phone

@MediacomSupport- Provides support to customers for internet, cable, and phone issues- Area outages- Troubleshooting- Channel questions- Schedule service calls- Future plans to add more support staff

@MC22- Provides updates on network-wide local programming- High school & college sports- Local government programming

One final reminder: Some brands avoid social media for fear of the dreaded public reaction to a faux pas. But customer criticism can be constructive. When a mishap occurs and people react, see it as users' simply looking for a reason to trust you again. Honor that need for a renewed relationship swiftly and sensibly.

DON’T FEAR NEGATIVE

INTERACTIONSTHESE ARE OPPORTUNITIES TO BUILD TRUST.

LOOKING FOR BRAND HUMANITY

SOCIAL MEDIA IS PERFECT FOR EXPRESSING THIS

LEAD GENERATION

5

#blogchat

PUTTING IT ALL TOGETHER

IMPLEMENTATION + ENGAGEMENT PLAN

- Breaking news; real-time conversations- Drive traffic conference registration- Generate media awareness- Retweet industry news = thought leadership- Customer engagement/conversations

- Conference interviews - Last year and eventually current year (post-conf)- Opportunity for more ...

- Engaging conversations — formal/casual - Conference news now (workforce news later)- Longer term social touchpoint (vs. Twitter)- Home base - Moderate fan conversations

PROMOTE

photo via davidking / flickr

OFFLINE ENGAGEMENT IS KEY

MEASURE

“You can’t MANAGE what you don’t MEASURE.”- Peter Drucker

NEED TO DEMONSTRATE

ROI

ROI IS HARD

BLOGGING

- Website traffic

- Unique visitors

- Total page views

- Subscribers (email & RSS)

- Average time spent per visit

- Click-through rate

- Bounce rate (What % of visitors leave the website after viewing the first page?)

- Number of times a post was shared

- Blog comments

- Average time spent per post

- Total fans; likes- Total impressions (How many people viewed the

post in the news feed or wall?)- Monthly Active Users (How many people

interacted with our brand in the last 30 days?)- Engagement by post category (Do people

respond most to links? Videos? Pictures? Questions? )

- Engagement by time of day/day of week- Conversion rate (Of those who view our page,

how many of them choose to “like” it?)- Fan demographics (Are we reaching our target

audience?)- Unique page views (How many different people

viewed our page?)- Views, clicks, and engagement for different tabs

- Total followers

- Number of times listed

- Total brand mentions

- Sentiment (Are people talking positively or negatively about my brand?)

- @Reply ratio (What percent of my tweets are @replies vs. regular tweets?)

- Profile views

- Number of clicks per tweet

- Total retweets

- Engagement by time of day/day of week

- Video views

- Total channel subscribers

- Number of likes

- Number of comments

- Number of responses

- Popularity of your videos compared to others

- Views on spotlighted items/sales

- Click-through rate (referring to your site)

OVERALL ROI

- Correlations (between sales & engagement)

- Net new customers

- Reduction in overhead costs (customer service, communication, marketing, other)

- Promotional code redemptions

- Leads generated (& conversion rate)

- Dollars spent by the social customer (vs. non-social)

MEASURE ALL OF THIS??No. Find what works for you.

“Everything that can be counted does not necessarily count.

Everything that counts cannot necessarily be counted.”

4.photo via ell brown / Flickr

QUANTITATIVE

QUALITATIVE

Case Studies

THE TEASE

THE REVEAL

PAID + EARNED

FORD CASE STUDY:FARLEY QUOTES

FORD CASE STUDY:FARLEY QUOTES

“We can lower the amount of traditional advertising we do and see MASSIVE COST SAVINGS.

We spend 10 cents on the dollar.”

KEY METRIC = LOWERING BUSINESS COSTS

68% positive online mentions before launching their blog.

After launching the blog ...

99% POSITIVE!

“Victory in marketing doesn’t happen when you sell something, but when you

cultivate advocates for your brand.”

– Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit

EARTH DAY

SOCIAL + PAID

PAID MEDIA IS STILL CRITICAL TO SUCCESS

What have we learned?

EVERYONE’S A MARKETER

BRAND BUILDERS

CONTENT CREATORS

SOCIAL SKILLS

CUSTOMER SERVICE

KNOW TECHNOLOGY

STAY AHEAD OF THE MAJORITY

EARLY ADOPTERS

LAGGARDS

INNOVATORS

MAJORITY(early & late)

Rogers Innovation Adoption Curve

A STEEP CLIMB?

photo via Shane R / Flickr

photo via mpilote / Flickr

photo via vistamommy / Flickr

photo via alexanderdrachman / Flickr

#ICsocial

NickWestergaard.com

Brand-Driven Insights at

@NickWestergaard