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Presented at Digital East 2011 in Washington DC in September. How to use social media research tools to build a kick butt social media strategy. Looking at different tools and the different types of audiences out there.
Citation preview
Creating Social Media Strategies Using Audience
Research
Liana “Li” Evans, LiBeck Integrated Marketing
@storyspinner
www.LiBeckIMLLC.com@LiBeckIM
What We’ll Cover
• Research Tools for Social Media
• Types of Social Media Users Out There
• Bringing it All Together
© 2011 LiBeck Integrated Marketing 2
Research Tools
www.LiBeckIMLLC.com@LiBeckIM
How Do You Know What Your Audience Is Doing?
• Different Types of Research Tools– Demographic– Buzz Monitoring– Search– Trending– Linking– Competitive
• Interpreting Your Data– Open Mind Required– Quantity is Very Misleading– Listen, Don’t Just Hear
• Discover Their Passions!
© 2011 LiBeck Integrated Marketing 4
www.LiBeckIMLLC.com@LiBeckIM
It’s Not Just College Kids Using It……
© LiBeck Integrated Marketing 2011
• Milliennials rose from 67% to 83%• Every generation 45 and older more than doubled
participation• Adults 74 and older quadrupled their participation
(from 4% to 16%)• 1 in 9 new accounts on Facebook are 65+
www.LiBeckIMLLC.com@LiBeckIM
Where’s The Commerce?
© LiBeck Integrated Marketing 2011
• Use of social networking sites
• Use of instant messaging
• Using online classifieds
• Listening to music• Playing online
games• Reading blogs• Participating in
virtual worlds
• Email• Search engine use• Seeking health information• Getting news• Buying products• Making travel reservations or
purchases• Doing online banking• Looking for religious
information• Rating products, services, or
people• Making online charitable
donations• Downloading podcasts
Millenials Everyone Else
www.LiBeckIMLLC.com@LiBeckIM
Because There Are Conversations Everywhere
© 2011 LiBeck Integrated Marketing 7
www.LiBeckIMLLC.com@LiBeckIM
People Ask Questions, Too
© 2011 LiBeck Integrated Marketing 8
www.LiBeckIMLLC.com@LiBeckIM
Why You Can’t Trust Quantity
www.LiBeckIMLLC.com@LiBeckIM
Twitter Spam
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Wow A Real Conversation?
www.LiBeckIMLLC.com@LiBeckIM
Not Quite
Demographic Analysis
www.LiBeckIMLLC.com@LiBeckIM
Not Everyone is Tweeting
Jackob Neilsen’s Participating Pyramid
© 2011 LiBeck Integrated Marketing 14
www.LiBeckIMLLC.com@LiBeckIM
Get Know What Your Audience Does
© 2011 LiBeck Integrated Marketing 15
www.LiBeckIMLLC.com@LiBeckIM
Social Technographics: Groundswell
© 2011 LiBeck Integrated Marketing 16
www.LiBeckIMLLC.com@LiBeckIM
Genders Differ
© 2011 LiBeck Integrated Marketing 17
www.LiBeckIMLLC.com@LiBeckIM
Ages Differ
© 2011 LiBeck Integrated Marketing 18
www.LiBeckIMLLC.com@LiBeckIM
Countries differ
© 2011 LiBeck Integrated Marketing 19
Buzz Monitoring
Tools
www.LiBeckIMLLC.com@LiBeckIM
Buzz Monitoring Tools For All Business Types
• Free:– Google Analytics– Google Alerts– Trackur
• Small-Mid-Size Business Level– Trackur– Viral Heat
• Enterprise Level– Alterian: SM2 (formerly Techrigy)– Radian 6
© 2011 LiBeck Integrated Marketing 21
www.LiBeckIMLLC.com@LiBeckIM
You Get What You Pay For
• Free:– Usually Just the Basics– Sometimes More Spam the True
Conversations– No Sentiment Analysis
• Small-Mid-Size Business Level– Can segment your data more– Rudimentary Sentiment– Influencers Highlighted
• Enterprise Level– Slice & Dice Your Data– Grabbing a lot more Records– Better Sentiment Analysis
© 2011 LiBeck Integrated Marketing 22
www.LiBeckIMLLC.com@LiBeckIM
Google Alerts
© 2011 LiBeck Integrated Marketing 23
www.LiBeckIMLLC.com@LiBeckIM
Trackur
© 2011 LiBeck Integrated Marketing 24
www.LiBeckIMLLC.com@LiBeckIM
Trackur
© 2011 LiBeck Integrated Marketing 25
www.LiBeckIMLLC.com@LiBeckIM
Trackur
© 2011 LiBeck Integrated Marketing 26
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat
© 2011 LiBeck Integrated Marketing 27
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat
© 2011 LiBeck Integrated Marketing 28
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat
© 2011 LiBeck Integrated Marketing 29
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat Trial
© 2011 LiBeck Integrated Marketing 30
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat
© 2011 LiBeck Integrated Marketing 31
www.LiBeckIMLLC.com@LiBeckIM
Viral Heat
© 2011 LiBeck Integrated Marketing 32
Trending Tools
www.LiBeckIMLLC.com@LiBeckIM
Trending Tools• Google Trends
(google.com/trends)
© 2011 LiBeck Integrated Marketing 34
www.LiBeckIMLLC.com@LiBeckIM
Google Insights
© 2011 LiBeck Integrated Marketing 35
Other Research
Tools
www.LiBeckIMLLC.com@LiBeckIM
Google Analytics
© 2011 LiBeck Integrated Marketing 37
www.LiBeckIMLLC.com@LiBeckIM
Google Keyword Tool
• https://adwords.google.com/select/KeywordToolExternal
© 2011 LiBeck Integrated Marketing 38
www.LiBeckIMLLC.com@LiBeckIM
Search!
© 2011 LiBeck Integrated Marketing 39
www.LiBeckIMLLC.com@LiBeckIM
Search Gives You Insights
© 2011 LiBeck Integrated Marketing 40
www.LiBeckIMLLC.com@LiBeckIM
A Lot of Insight
© 2011 LiBeck Integrated Marketing 41
the types of social media & Audience
Types
www.LiBeckIMLLC.com@LiBeckIM
Not All Social Media Users Are The Same
© LiBeck Integrated Marketing, LLC
© LiBeck Integrated Marketing, LLC
www.LiBeckIM.com
@LiBeckIM
And Remember … Not Everyone is Blogging
© LiBeck Integrated Marketing, LLC
Jackob Neilsen’s Participating Pyramid
© LiBeck Integrated Marketing, LLC
www.LiBeckIMLLC.com@LiBeckIM
Social Networking
What Kind of Community Members
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Things to Keep in Mind
• Social Networks Can Be Addicting– Think about every time you’re tagged in a photo, what
do you do?
• News streams can drive traffic– Bounce rates & time on site numbers are better than
social news or social bookmarking
• It’s not just young kids– Fastest growing segment on Facebook is women over
45
• Social Network Gaming – Very Addictive, Very Engaging
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Microblogging
© LiBeck Integrated Marketing, LLC
What Kind of Community Members
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Contrary to Popular Belief…….
www.LiBeckIM.com© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Things to Keep in Mind
© LiBeck Integrated Marketing, LLC
• Twitter can drive a lot of quality traffic– People who follow you are interested in what you have to
say
• Great way to get information out quickly
• There are a lot of tools to make managing Twitter a lot easier
• Engaging in Twitter can lead to great opportunities in other communities
• Twitter Success Doesn’t Happen Overnight!
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Social Sharing
© LiBeck Integrated Marketing, LLC
What Kind of Community MembersVideo
Sharing
Photo Sharing
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Things to Keep in Mind
© LiBeck Integrated Marketing, LLC
• Social Sharing is Very Engaging– People are very visual– People love to be entertained
• Not all videos go viral– Nor do they have to, to be
successful• Videos & Photos Appear in Search
Results• Videos & Photos Can be Shared in
Facebook© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Blogs
© LiBeck Integrated Marketing, LLC
What Kind of Community Members
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Things to Keep in Mind
© LiBeck Integrated Marketing, LLC
• Bloggers are not like journalists– They don’t have boundaries– They don’t answer to editors– They don’t have to check facts
• You need to be consistent– If you don’t keep putting out content, no one will have
a reason to come back– Create an Editorial Calendar
• Blogs can eclipse static websites with traffic– By constantly giving new content the search engines
come out more– Your audience will continue to visit your new content
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Review Sites & Geo Social Networks
© LiBeck Integrated Marketing, LLC
What Kind of Community Members
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Another Reason To Care About Reviews….
© LiBeck Integrated Marketing, LLC
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
Things to Keep in Mind
© LiBeck Integrated Marketing, LLC
• Traffic from review sites is quality traffic– They explore more of your site– They want to know why people like you
• Negative reviews are an opportunity– People are also cynical and don’t believe it when
reviews are always 5 stars
• Claim you own your business – Upload your own photos, ensure info is correct
© LiBeck Integrated Marketing 2011
www.LiBeckIMLLC.com@LiBeckIM
There’s So Much More
© LiBeck Integrated Marketing 2011
Bringing It All
Together
www.LiBeckIMLLC.com@LiBeckIM
The Biggest Tip I Can Give Is…
© 2011 LiBeck Integrated Marketing 59
www.LiBeckIMLLC.com@LiBeckIM
It’s Not About You
© 2011 LiBeck Integrated Marketing 60
www.LiBeckIMLLC.com@LiBeckIM
Its The Value Your Audiences Find in You
© 2011 LiBeck Integrated Marketing 61
www.LiBeckIMLLC.com@LiBeckIM
If Something is Valuable
© LiBeck Integrated
Marketing, LLC
…….It Gets Shared
www.LiBeckIMLLC.com@LiBeckIM
And When People Share…… Google Cares
© 2011 LiBeck Integrated Marketing 63
www.LiBeckIMLLC.com@LiBeckIM
Use Your Research
• To Figure Out What’s Valuable• To Figure Out Your Approach• To Figure Out What Will Work,
What Won’t• To Figure Out What Will Get
Shared
• To Build Your Strategy and Inform Your Engagement!
© 2011 LiBeck Integrated Marketing 64
www.LiBeckIMLLC.com@LiBeckIM
Social Media is More Than Facebook
© 2011 LiBeck Integrated Marketing 65
www.LiBeckIMLLC.com@LiBeckIM
Build Your Plan of Attack (Strategy)
• Use Your Research– What platforms– Who do you need to engage (as a group)– What do you expect to gain
• Plan Your Content Creation– What’s valuable– How often do you need to create it– What’s the tone
• Integrating– Which channels need to work together– Which departments need to know
• Policies & Contingencies– C.Y.A.!
© 2011 LiBeck Integrated Marketing 66
www.LiBeckIMLLC.com@LiBeckIM
Integrating Is Key
• Offline Messaging Should Promote Social Efforts– Remember Facebook isn’t a Search
Engine – Don’t Use “Find Us on Facebook”
• Use Your PR Team to Pitch Your Social Efforts
• Optimize Your Digital Assets• Create Exclusive Social Content
for Your Email Lists
© 2011 LiBeck Integrated Marketing 67
www.LiBeckIMLLC.com@LiBeckIM
Social Media Doesn’t Happen in a Vacuum
• Usability: If your site isn’t converting, social will only make that issue more prevalent
• Email: Tell your already interested audience
• SEO: optimize your profiles• PPC: promote what your doing• PR: Don’t send a press release, use
your media!• Direct Mail: Include easy ways to find
your social profiles• Marketing: Social Profiles on TV, Radio,
Print• Integrate & Pollinate
© 2011 LiBeck Integrated Marketing 68
www.LiBeckIMLLC.com@LiBeckIM
It’s Beyond the Browser!
• iPhone, BlackBerry, Palm, Droid– Smart phones are a common way
of life– People can watch videos on their
phones– You don’t need a web browser to
find a restaurant review– Most social media sites have a
way for community members to access via mobile – that isn’t a browser!
© 2011 LiBeck Integrated Marketing 69
www.LiBeckIMLLC.com@LiBeckIM
Measure, Measure, Measure
• Brand Lift:– Buzz Monitoring Tools
• Engagement:– Fans, Friends, Views, Favorites, Retweets,
Replies• Web Traffic:
– Referrals, Shortened URLs, – Downloads, Subscriptions, Requests
• Sales:– Conversions from Social Links/Promotion
• Links:– # of Links Acquired– Who where their acquired from
© 2011 LiBeck Integrated Marketing 70
www.LiBeckIMLLC.com@LiBeckIM
Social Media Policies?
• Employee Usage Policies• Blogging Policies• Avatars, Pictures, Videos?• Talking with The Press• Comment & Trackback
Policies• Giving Freebies
© 2011 LiBeck Integrated Marketing 71
www.LiBeckIMLLC.com@LiBeckIM
You Don’t Want This
© 2011 LiBeck Integrated Marketing 72
www.LiBeckIMLLC.com@LiBeckIM
Or This
© 2011 LiBeck Integrated Marketing 73
www.LiBeckIMLLC.com@LiBeckIM
Summary
• Understand Your Audience• Define Your Goals• Research & Listen• Plan Your Strategy• Measure!• Not All Social Sites Will Work
for You• Integrate!• Remember, It’s Not About You!© 2011 LiBeck Integrated Marketing 74
Questions?
www.LiBeckIMLLC.com@LiBeckIM
Free Resources
• eBooks:– Social Media Myths– 3 Keys to Content Creation & Suc
cess in Social Media– What is Foursquare: A Business
Guide to Location Based Marketing
• Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media
www.LiBeckIMLLC.com@LiBeckIM
Contact
Liana “Li” [email protected]@LiBeckIMLLC.com
© 2011 LiBeck Integrated Marketing 77