PowerPoint Presentation
Why You MUST understand and Use social marketing
1The SocialSteve Blog www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me [email protected]
AgendaAudience Behavior
Connect social to your company goals, objectives, KPIs
ROI and Measuring Effectiveness
Audience Development
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AUDIENCE BEHAVIOR
Why do you need to understand social marketing and have a
friendly presence?
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There is no such thing as digital marketing. There is marketing
most of which happens to be digital.Brad Jakeman, PepsiCos global
beverage
presidenthttp://www.news-journal.com/news/2015/oct/27/marketing-just-happens-be-digital/
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Is Your audience active on Social?
You must be where your audience isStats from January 2014
Increases since then5
Social Marketing is a Business ImperativeSocial Marketing is no
longer hype
It is MAINSTREAM
Mainstream because of audience behavior
You cant be lagging your customer
Audience Development is your mission
Lets start with understanding your Audience
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What does your audience tell you on socialPreferences what they
like; what they dont like
Purchase intent
Reviews
Causes, interests
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Listening to your audienceMonitor for your brand - KEYMonitoring
for keywords of your product category - KEYOpportunity to
learnOpportunity to engageOpportunity to build
relationshipsOpportunity to create top of mindOpportunity to engage
with RELEVANCE
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Audience markets for you (or against you)
Your audience has their own audience that listen to them
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Connect social to your company goals, objectives, KPIsBut what
is in it for me or my company?
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Company, Goals, objectives, kpisObviousProfitability &
revenueCustomers
Not so obviousAdvocates market for you, build lead generation
for you, get you customers
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Customer drives success of all Goals, objectives, kpisCustomers
emotions drive positive resultsLooking for an awesome
experienceConfidence and comfort in brand Want to feel good about
the company or brand behind the products/services they purchase
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Customer journey and Company Goals, objectives, kpis
Use content and engagement at every stage* More about advocates
in a bit13
ROI and Measuring Effectiveness
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What is the value of networking?
What is the value of good or great relationship?Can we quantify
it?
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Some things are difficult to measure.
But we must have some way to assess effectiveness.
Certainly not acceptable.
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First Understand what Social is and is notA way to build
relationships that yield lasting supportStrong on awareness and
advocacyA great method to build trustA place for engagement and
conversationA place to educate, inspire, and entertainA quick
introduction and sale
Weak on direct conversion
Quick result in saleOne way marketing communication channelA
place to push your product
ISIs NOT17
So How do you know social is performing for youThink about
social marketing as a perquisite vehicle for sales
Think of social marketing as away to strengthen brand loyalty
and motivating advocacy post sale
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What can be and should be measured
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Think of Social marketing as A way to tee up sales
A way to motivate people to share and market your brand
AND MEASURE APPROPRITE ATTRIBUTES THAT INDICATE WHETHER YOU ARE
SUCCESSFUL20
AUDIENCE DEVELOPMENT
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Successful social marketing = successful audience
development
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Winning the audienceBe there for them, not you
Offer information, inspiration, entertainment things that matter
to THEM
Do not interrupt be part of their world
Engage where they want to engage not everyone will like you on
Facebook
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How do you develop an AUDIENCE
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Listen to your target audienceWe have two ears and one mouth we
should listen twice as much as we speakMonitor for brand mentions
and keywords within your brand categoryENGAGE, HELP, BUILD
TRUSTLearnWhat your audience needs and wantsYields insights on what
content to deliver
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Must have a content strategy and planContent reinforces you
leadership in a brand category
Great content provides a reason for people to keep in touch with
your brand
Content must deliver true value to your target audience, not
brand/product/service push
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Social to Proliferate content
ContentPost on Brand Social ChannelsSocial SharingSocial
AdvocacyAnd Proliferate Brand27
Build relationships with influencersFind the right people to
help spread the word about your brand
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More about influencersTHEY CAN HELP MARKET YOUR BRAND
BUTThey care about their brand, not yours
THUSNeed to find the intersection of whats in it for them and
what you want to accomplish
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More about influencersFind influencers with high reach.
Reach out and start a conversation it is networking
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More about influencersHighlight the Influencers
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Synergy with other digital marketing elements
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Digital marketing SynergySEM Search Engine Marketing Google paid
ads
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Digital marketing SynergyPaid Facebook or other social
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Digital marketing SynergyRetargeting ads
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Digital marketing Synergy
Email
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Wrap up
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Key Take AwaysAudience behavior dictates that social marketing
is imperativeCompany goal is Audience DevelopmentAlso needs
advocates and influencersEmpathy for your audience is paramount do
not just communicateListen Learn EngageUnderstand how social
marketing feeds your company KPIsMeasure appropriate
parametersAudience development takes time and investmentUse content
to develop your audienceUse influencers to develop your
audienceEngage to develop audience
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Questions ?
39The SocialSteve Blog www.socialsteve.wordpress.com
Follow on Twitter @SocialSteve
Email me [email protected] You
