• Brand
• Old vs New Marketing
• Defining Social Media
• Key Channels
• How to do Social Media:
• Strategy
• Content Planning
• Policy Guidelines
• Best Practices
• Social Media Marketing
Agenda:
• Today’s customer is also a marketer.
• Their brand is themselves.
• Other brands are simply there to make the most important brand look good.
The marketing landscape has changed
BRAND
BRANDBRAND
BRAND
• Your brand is what the public think and feel about your company, product or service
A word about brands
• Not what you or the organisation thinks, or what your marketing says
• Limited number of media outlets
• Limited physical retail outlets
• Marketer-to-consumer comms
• Spam
• Long product cycle
• Features
• Advertising a major expense
• Large overhead = stability
• Customer support
• Focus groups
• Countless media outlets
• Countless online retail outlets
• Consumer-to-consumer comms
• Permission
• Fast everything
• Stories
• Innovation a major expense
• Small overhead = low risk
• Community support
• Launch & learn
Old Marketing New Marketing
• 79% of smartphone owners use their phones for shopping related activities, and of those nearly half (48%) use their phones to look for or use discounts and coupons.
• Consumers who receive information from more than one source spend 82% more per transaction.
Three Screen World
Social Media Key ChannelsFacebook: YouTube:Linkedin:Tumblr:Instagram:Snapchat:Twitter:Pinterest:Google+:
2,600,000 +2,500,000 +1,100,000 +750,000 +500,000 +500,000 +350,000 +250,000 +?
Social Media Key ChannelsFacebook: YouTube:Linkedin:Tumblr:Twitter:Instagram:Pinterest:Google+:Snapchat:
Fish where the fish areVideos, easily shared, easy to find (SEO)Professional person-person networkingBlogging for cool kidsFast breaking, loved by the mediaTrendy, mobile photo sharingBeautiful, image rich, loved by womenGreat features, techy, niche user baseYoung, fun, images that disappear (supposedly)
Establish Goals, Objectives & Strategies
• Align to organisational goals• Identify what is the meaningful impact on the attitude or
behaviour you are trying to change• Provide a platform for measuring success
Optimising Content
Listening• Determines engagement levels• Identifies opportunities for
further engagement• Find and correct misinformationProactively soliciting feedback• Seek opinions from audiences
Measure of success• Share of voice on a topic• Track metrics that will allow you
to optimise your campaign• Sentiment, sharing, advocacyReal-time feedback – Real-time optimisation
Measuring Success
Setting benchmarks and measuring against them
Reach, Awareness, Action Can have proxy ROI:• Members• Followers• Contributions• Share of voice• Sentiment of conversations• Shares• Downloads• Self-reports
General strategic approach
• In a relatively young medium, the key strategy lies in growing, understanding and engaging your community.
• As engagement develops consumers will naturally flow through the marketing funnel to create preference.
BUILD, ENGAGE & PROMOTE
SO CONSUMERSKNOW, LIKE & TRUST US
“You need a day-to-day mentality; not a campaign mentality to succeed in social in the long term” - JULIAN THOMPSON, MOSH SOCIAL MEDIA
• Digital & social should be viewed as an ongoing, always running communication channel.
• Success comes online from sustained effort not dipping in and out as campaigns happen.
• While spikes should occur as campaign leverage/support, the real growth will come from a consistent approach to driving engagement.
Storytelling (good content) is more important than ever…
• SEO began as more of a science than an art• Google (and Facebook following in their footsteps) are striving to deliver
their users what they want… in Google’s case, the information they need, and in Facebook’s case, a way to share their lives with others.
• EVERY BUSINESS IS A MEDIA BUSINESS
FACEBOOK HAS CHANGED:
- They need to keep their 1 billion users
- Ad saturation is turning youth off
- They need to maintain huge
revenues
FACEBOOK IS NOT A WEBSITE1 Nov - 31 Jan 2015 we had 12,836
visits to the Page, and 8,848,684
total impressions.
That means less than 0.15% of our
total exposure on Facebook was
people visiting the Page.
CLIENT EXAMPLE
We’re bringing new volume and
content controls for promotional posts, so people see more of what they want
from Pages.
FACEBOOK’S STRATEGY IS NO SECRET, THEY TOLD US:“One of the main reasons people come to Facebook is to see what’s
happening in their News Feeds. Our goal with News Feed has always been to show people the things they want to see.
We asked hundreds of thousands of people how they feel about the
content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.
What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive
but it actually makes sense: News Feed has controls for the number of
ads a person sees and for the quality of those ads (based on engagement,
hiding ads, etc), but those same controls haven’t been as closely
monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.”
www.facebook.com/business/news/Update-to-Facebook-News-Feed
“Beginning in January 2015,
people will see less of this type of content
in their News Feeds. Pages that post
promotional creative should expect their
organic distribution to fall significantly
over time.”
WHAT DOES THAT MEAN FOR US?Posts to the Newsfeed that are too promotional will flop (ie no Reach):
BUT WE STILL WANT TO CONNECT WITH OUR DONORS- It’s about using BRAND to connect with people, and stay top of mind
“If people believe they share values
with a company, they will stay loyal
to the brand.”
- Howard Schultz, CEO of Starbucks
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