The State of the Social Organization in 2015

© 2015 Simply Measured, Inc

Housekeeping

• Listening/voice options• Questions and chat room• #SimplySOS• Recorded webinar• Post-webinar survey

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© 2015 Simply Measured, Inc

Speakers

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Colin Zalewski Product Marketing Managerat Simply Measured

Karianne StinsonSocial Media Managerat Priceline

What We’ll Cover

#1

#2

#3

How to build a solid social team

How to communicate the value of social

The state of the social organization in 2015

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The State of the Social Org in 2015

2 billion people worldwideare active on social media.

28% of time spent online is social networking (1.72 hours daily).

Source: GlobalWebIndex

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The Importance of the Social Team

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Social

Everything Else

Teams Supporting Everything Else:• Email team• Paid Search team• Display Ad team• SEO team• Website team• Content team• PR team• Analyst team• Etc.

Teams Supporting Social Media:• Social team• Analyst team (maybe)

28%

72%

Social media will account for 22.5% of digital marketing budgets in the next 5 years.Source: CMOSurvey.org

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Quick Stats: Social Orgs in 2015

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49% of all social media teams report to marketing leadership

60% of social media marketers say showing ROI is their greatest challenge

Only 22% of marketers say social media data impacts the overall business

© 2015 Simply Measured, Inc

Social Orgs in 2015

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The State of the Social Media Organization

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Social media teams have three distinct needs:

• Centralized strategy and planning• Direction tied to business goals• Dedicated tactical execution

“Social media is a really important channel in today’s MarComm world — when you deprioritize it, that’s the core issue.” - Kipp Bodenar, VP of Marketing at Hubspot

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Building a Solid Social Team

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A Bit About Me

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The Quickie Resume

• Account Executive at Weber Shandwick, working with brands like Microsoft and Juniper Networks to increase Facebook and LinkedIn Engagement

• Manager of Social Strategy and Planning at agency Spring Creek Group, developing social media recommendations, KPIs, and goals for clients, including HTC, Wells Fargo and CenturyLink

• Director of Strategy at Mediabrands Publishing• Social Media Manager at Priceline

© 2015 Simply Measured, Inc

Which roles & functions are vital to a social media team?

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Community ManagerAnalyst

Account Manager Strategist

Content Creator

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Traits to Seek Out

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Confident on SocialCreative

Data-Driven

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Trends I See

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Social Team

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Trends I See

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© 2015 Simply Measured, Inc

Trends I See

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© 2015 Simply Measured, Inc

Trends I See

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Communicating the Value of Social

“Finding balance between driving for engagement and driving for conversion is the #1 challenge for social orgs in 2015.”

- Karianne Stinson

© 2015 Simply Measured, Inc

Moving Past Likes, Comments, & Shares

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Show execs real impact

+ Give your audience what they really want _______________________________________The fine balance of ROI and community-building

© 2015 Simply Measured, Inc

Defining the Contribution of Social

New Bus.

Existing Bus.

For your company, where does social best contribute?

Brand Awareness

Consideration

Decision

Customer Success

Influencers/Advocates

Where does your leadership team expect social to contribute?

Purpose:Create clarity, alignment and accountability for the ways in which social delivers value.

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© 2015 Simply Measured, Inc

Defining the Contribution of Social

New Bus.

Existing Bus.

Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.

Brand Awareness

Consideration

Decision

Customer Success

Influencers/Advocates

#SimplySOS

© 2015 Simply Measured, Inc

Defining the Contribution of Social

New Bus.

Existing Bus.

Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.

How success is defined at each stage:Brand Awareness – Get more/right people into funnel.Influencers – Leverage brand advocates to expand reach and generate loyalty.

Brand Awareness

Consideration

Decision

Customer Success

Influencers/Advocates

#SimplySOS

© 2015 Simply Measured, Inc

Defining the Contribution of Social

New Bus.

Existing Bus.

Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.

How success is defined at each stage:Brand Awareness – Get more/right people into funnel.Influencers – Leverage brand advocates to expand reach and generate loyalty.

How success is communicated at each stage:Brand Awareness – Supporting metrics: audience growth across channels, composition of reached audiences, etc.Influencers – Earned influencer reach, positive sentiment within existing audience, etc.

Brand Awareness

Consideration

Decision

Customer Success

Influencers/Advocates

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Five Practical Tips

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How to Do It

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Tip #1: Remember Your Business Goals

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How to Do It

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Tip #2: Ditch Metrics That Don’t Ladder Up

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How to Do It

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Tip #3: Stick to One Page

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How to Do It

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Tip #4: Get Visual

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How to Do It

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Tip #5: Timing Is Everything

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© 2015 Simply Measured, Inc

About Simply Measured

Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.

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Thank You