4

Supercharge

Your Social Media

Impactful strategies your company shouldn’t ignore in 2014

Hello and

welcome!

Confession TimeI totally love science

The scientific method:

The scientific method:

Ask a question.

The scientific method:

Ask a question. Do background research.

The scientific method:

Ask a question. Do background research. Construct a hypothesis.

The scientific method:

Ask a question. Do background research. Construct a hypothesis. Test with an experiment.

The scientific method:

Ask a question. Do background research. Construct a hypothesis. Test with an experiment. Analyze data and draw a conclusion.

The scientific method:

Ask a question. Do background research. Construct a hypothesis. Test with an experiment. Analyze data and draw a conclusion. Communicate results.

For the past 24 months, we’ve been conducting

new tests.

For the past 24 months, we’ve been conducting

new tests.That’s 3,120 work hours for those counting…

Yes. It appears as if we should join the YouTube.

Doctor, our brand’s social media test results are complete.

What are IMPACTFULstrategies &

tacticscompanies

often overlook?

The opportunities

1 Social brand consistency

2 Employee advocacy

3 Effective targeting

4 Great storytelling

Opportunity 1: Reinforcing Brand

Consistency

Your brand’s

should be clear and consistent

Social Brand Consistency

voice and image

Social media is the window into your brand

Credit: http://www.flickr.com/photos/12285897@N00/2285161661/

Where companies fail:incomplete profiles

inaccurate descriptionsinactive channels

Social Brand Consistency

Employee profiles

and contain appropriate copy and images

Social Brand Consistency

should also be in alignment

Imagine sitting in a customer meeting and everyone has a different business cardCredit: http://www.flickr.com/photos/78779574@N00/6799329398/

78% start with a Web search

According to a 2014 DemandGen report, when B2B buyers begin their

buying process:

Social Brand Consistency

The media also leverages social profiles for stories

Every touch point can positively or negatively

influence your brand

Social Brand Consistency

Create social media brand standards (copy, creative)

Address Consistency

1Develop profile guidelines & suggestions for employees

2Make guidelines part of employee onboarding3

This year alone, we’ve created nearly

a dozen “toolkits” for brands.

Opportunity 2: Promoting Employee

Advocacy

Employees are often a brand’s strongest proponents

Employee Advocacy

59%Percentage of employees who have defended their company online

only 42% of employees knew enough to explain what their employer does to

others

In the same employee activism report conducted by Interpublic and KRC

Research

Employee Advocacy

Employee Advocacy

Social media can help complement or drive

internal communications

Include employees within your social media audiences

Empower Advocates

1Encourage sharing of posts from brand channels

2Distribute approved/suggested social media updates

3

Identity Case Study:

Ross Mortgage

Six months later: Employees

drive nearly 25% of Web

traffic

Opportunity 3: Effective Social Media

Targeting

How can you properly

determine if a social network

is right for your brand?

Social networks provide access to free business intelligence tools

Credit: http://www.flickr.com/photos/66335021@N00/3709203268/

You can target against:Location Age Industry

Seniority Title

Effective Targeting

You can target against:Location Age Industry

Seniority Title

Effective Targeting

Interests

Marital Status Education

Level

Competitors

Behavior

Politics

Listening in on conversations

Effective Targeting

Social advertising adds horsepower to content distribution

Effective Targeting

While targeting can be more effective using

paid platforms, certain networks require more

resources.

Create one mock advertisement for key channels

Leveraging Targeting

1Determine “opportunity pool” for target audience types

2Experiment! Try running a post with advertising backing

3

Nearly 75% of Identity’s social

clients use a form of paid targeting

Opportunity 4: Great Business Storytelling

There is one key conclusion I’ve drawn from all of my tests...

Social media is like an engine. It needs fuel to run.

The best fuel is great content.

Social media is like an engine. It needs fuel to run.

The best fuel is great content.

Social media is like an engine. It needs fuel to run.

The best fuel is great content.

We are past the point where brands can think of their Web presence simply

as a brochure

Great Storytelling

Do these sound like your goals?I want more Web traffic

I want better search engine results

I want people to stay longer on my site

Great Storytelling

Credit: http://www.flickr.com/photos/ejpphoto/2314610838

To influence change, you must create.

Both B2B & B2C brands said “creating

article/blog content”

is the most effective social

marketing tactic(2013 eMarketer study)

HOWEVER,it is also the

mosttime-

consuming and difficult

social marketing tactic.

Ask yourself: Why would a current or

potential customer come back to my site or

channel?

Great Storytelling

Great Storytelling

Identify your primary story channel(s)1Focus on QUALITY over QUANTITY2Create editorial calendars to help define/schedule updates

3

Post.Measure.Analyze.Rinse.

Repeat.

Great Storytelling

Without proper attention, your stories just collect dust.

Identity Case Study:

Absopure

Recap: The opportunities

1 Social brand consistency

2 Employee advocacy

3 Effective targeting

4 Great storytelling

THANK YOU:GO EXPERIMENT!

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