SOCIAL MEDIA MARKETING2011 Trends

& Best Practices

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PART 1:

SOCIAL MEDIA TODAY

WHAT IS SOCIAL MEDIA?

Online content created by people using

highly accessible publishing technologies

A shift in how people discover, read and

share news, information and content

A fusion of sociology and technology,

transforming monologues (one to many) into

dialogues (many to many)

The democratization of information,

transforming people from content readers

into publishers

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FACEBOOK

THE JUGGERNAUT

ROLLS ON

Facebook use in the US will continue on a solid

growth track over the next three years, as the site

cements its place at the epicenter of internet

activity. As more users of all ages flock to

Facebook, marketers will are finding new

opportunities to tap into an engaged,

demographically diverse audience.

Coming growth will be driven primarily by increased

Facebook use among older boomers and seniors.

At the same time, teens and young adults will

continue to form the core of Facebook’s audience,

with penetration rates among these groups ranging

from 80% to 89% of internet users by 2013.

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WHAT BRAND MARKETERS

EXPECT FROM SOCIAL

MEDIA FOLLOWERS

How much is a brand fan worth?

According to a July 2010 survey of social media

marketers, the most valuable aspects of social

media brand fans go beyond anything with an

immediate monetary value.

Increased short-term and long-term spend on

the brand were the bottom two results.

At the top of the list were the fan’s value as a

source of insight and increased loyalty overall.

Advocacy and engagement were also important

to at least three-quarters of respondents.

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SOCIAL NETWORK

BRAND INTERACTIONS

People "like" a brand page 50 million times a

day!

Consumers do pay attention to brands and they

value positive interactions with companies.

Social sharing is the new norm.

Social network friends can be influential sources

of product information, but they are a long way

from replacing search.

Coupons and sales still drive interaction.

A COST EFFECTIVE

CHANNEL

Social media provides an opportunity for

brands to cost-effectively interact regularly with

customers, prospects, advocates and others.

Facebook and Twitter relationships enable

daily(!) interactions, compared to short-

shelf-life print ads or unread emails.

Facebook and Twitter yield high quality

experiences. -- Consumers are seeing

brand messages in the context of other

things they love and care about.

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INTEGRATED EFFORTS

DELIVER RESULTS

Unica’s Q4 2010 survey of marketers in Europe

and North America found that social sharing links in

emails and web offers were the best-integrated

social media marketing tactic, with 62% of

respondents saying the sharing links were run as

part of integrated campaigns.

A majority of respondents were also integrating

applications and widgets, social media advertising

and location-based games into the rest of their

efforts.

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TWITTER USERS:

A VOCAL MAJORITY eMarketer estimates that 8.7% of the US population

will use Twitter in 2011. Among adult social network

users, 14.4% accessed Twitter in 2010.

According to a Pew Internet and American Life

Project study, Twitter users aren’t kids or teens, but

they tend to be young—twice as many respondents

in the 18-to-29 age group used Twitter in November

2010 compared to the 30-to-49 group.

Rather than a destination, Twitter is a

communications tool with a high drop-off rate. Still, as

avenue for connecting with customers or providing

thought leadership, without actively selling, Twitter

has enormous potential.

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RESOURCESThere are many great resources to learn about news

and innovations in social media marketing.

Top sites include:

Mashable

Social Media Today

eMarketer

AdAge Digital

ChrisBrogan.com

ScottMonty.com

BrianSolis.com

Social Media Examiner

TechCrunch

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PART 2:SOCIAL MEDIA

MARKETING MECHANICS

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RECOMMENDED APPROACH

Unified content/messaging

strategy

Multiple touch points

including website, mobile,

social media and search

engine marketing

Ongoing campaign

refinement, optimization

and measurement

Social MediaPPC Search Engine Marketing

Website

Mobile

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3 PILLARS

Owned Media: Things you

directly influence (i.e.

corporate website, in-clinic

collateral, etc)

Paid Media: Traditional

advertising (online, print, tv,

etc) in support of campaign

Earned Media: The

mentions, impressions and

shares accrued via social

media and consumer

endorsements

Owned

Media

Paid

Media

Earned

Media

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POSTFlightpath’s social media marketing practice utilizes the POST methodology of Forrester’s Charlene Li and Josh Bernoff

PeopleWho are your customers and what are they ready for?

Objectives

What do you want to achieve?

Strategy

How do you want

relationships with customers

to change?

Technology

Choice of blogs, social

networks, wikis, etc.

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SUCCESSFACTORS

Transparency

Honesty

Relevance

Infrastructure (staffing,

content, resources)

Monitor, measure,

test and optimize for

maximum results

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TACTICAL TOUCHSTONES

Be creative

Ride big ideas

Leverage the power of established influencers

Provide/exchange real value

Incentivize participation

Never stop listening

Learn from experience

Have fun

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5 PRIMARY OBJECTIVES1. Listening: Research and

customer understanding

2. Talking: Spread messages about your company

3. Energizing: Supercharge word of mouth via best customers

4. Supporting: Streamline support costs by letting customers help each other.

5. Embracing: Integrate customers into your business (product design, etc.)

5 PRIMARY OBJECTIVES*

1. Listening: Research and customer understanding

2. Talking: Spread messages about your company

3. Energizing: Supercharge word of mouth via best customers

4. Supporting: Streamline support costs by letting customers help each other.

5. Embracing: Integrate customers into your business (product design, etc.)

* Source: Groundswell by Bernoff/Li

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START WITH A PLAN

Every social media engagement should begin

with a detailed plan based on marketing

and business objectives

Isolate key platforms that

present appropriate

opportunities for specific

brands and outline ways

to develop, manage, and

maximize campaigns

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POSSIBLE PLATFORMS, CHANNELS AND PARTNERS

BLOGS/BLOGGER OUTREACH

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COMMITTMENTIf you believe that a

meaningful social media

presence is an important part

of your marketing mix, a long-

term commitment is central to

the success of any endeavors.

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PART 3:KEY

CAMPAIGN COMPONENTS

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FACEBOOK

PRESENCE

A vibrant, elevated Facebook presence, powered

by value-added content and contributions from a

community of fans of is central to many social

campaigns. This should include

design/deployment and upkeep of Facebook

tabs.

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FACEBOOK

PROMOTIONS

Contests and promotions drive awareness and

engagement, while growing your fan base. By

providing an incentive to connect with your

brand, an opening for a dialog is established.

FACEBOOK ADS

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Facebook ads are a proven means to build awareness

and drive conversions among specific segments of

the Facebook audience.

Here are quick notes on Facebook ads in comparison to

Google:

Higher Impressions

Lower CTR

Lower CPC

Generate similar amount of visits

Estimating actual costs and visits are not as accurate

A strategic Facebook ad campaign can be central to

achieving your goals.

vs.

FACEBOOK SPONSORED STORIES

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Sponsored Stories are the newest weapon a Facebook

ad campaign can utilize. They emphasize social

relevance to allow for the greatest ROI

Sponsored stories create an ad out of a user’s action on

the Facebook platform

Serves the ad to anyone who is a friend of that user

Results Compared to Regular FB Advertising

Higher CTR (2-3x what the display ads are generating)

Higher conversion rate (those users who not only click

the ad but end up liking the page or taking action on the

story itself).

Sponsored Like

Sponsored Post

FACEBOOK SPONSORED STORIES

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There Are Six Kinds of Sponsored Stories

1. Sponsored Like – Advertising is created based on a

user liking the page

2. Sponsored Post – Advertising is created around a

user making comments on a specific wall post

3. Sponsored Page Post Like Story – Created when a

user likes a specific posting on a page

4. Check In – If a page has Places set up, creates an ad

when their friend checks in

5. Domain – Advertising based on action taken on a web

page that utilizes the Facebook platform

6. Game or App – Creates an advertisement based on a

user playing a FB game or interacting with a specific

application

Sponsored Check In

Sponsored Domain

FACEBOOK CREDITS

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Virtual currency system used as a payment method in the

Facebook gaming system (Farmville, Cityville, Petville etc.)

Actions within the Facebook platform are rewarded with credits

to be used to enhance the gaming experience

• Powerups

• Additional assets within games

• Purchase of virtual goods within the gaming and Facebook

eco-system

As of January Facebook has made the use of FB Credits a

requirement for all game developers

As Gaming continues to grow in popularity, online and offline

promotion of FB credits is also taking off

• 1-800 Flowers offered FB credits as additional incentive

during seasonal sale

• Shoebuy.com FB credit incentive

• Target 7-11 and other Retailers to sell FB Credit gift cards

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TWITTERAttention, engagement, loyalty and ultimately

conversions can be achieved by offering real value to

your target audience via Twitter. A good place to start

is by developing a base of followers using the following

strategies:

Identify key influencers to follow

Examine peer Twitter lists

Use keyword hash tags to increase

visibility/searchability of tweets

Maintain flow and variety of content

Outreach to established database of contacts

Leverage employees to promote presence and

actively retweet and participate in conversation

Twitter community interaction: Retweets, @replies,

Follow Fridays (#FF), etc.

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BLOGA an effective blogging strategy can produce valuable

benefits if maximized.

Facebook: Strong content created for the blog can

continue to do double duty on Facebook.

Shelf Life: Compared to FB & Twitter, blog content

has a long shelf-life and it can benefit from SEO,

positively impacting site search visibility.

Links: Quality blog content can generate incoming

links to your website, also leading to higher search

engine visibility.

Relationships: A good blog can serve as a social

media home base. It’s a great place to build

relationships.

Brand Building: Strong blog content can build and

burnish your brand amongst targeted audiences.

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BLOGGER OUTREACHBlogger outreach is an extension of traditional PR

media relations efforts.

Allows for very targeted outreach to relevant

communities

Tap into the trust and influence the blogger has over

their readers

Each successful posting can also serve as a link to

your site which can be beneficial to your SEO

purposes

Cross Promotion of other efforts – Blogs are a great

place to publicize your social media efforts since a

majority of bloggers are also avid social media users

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ALL THE REST

There are many other valuable and emerging

social media platforms that may be able add

value to your overall marketing mix.

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SOCIAL MEDIA AND SEMMore and more people are "discovering" relevant content through the social graph as opposed to searching explicitly for it. Today’s digital reality reveals a landscape where social media and search are thoroughly intertwined.

Working with both channels simultaneously enables you to develop campaigns with the enriched insight of dual perspectives.

This search/social confluence can pay meaningful dividends when:

Measuring keyword buzz

Discovering industry influencers

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GETTING STARTED

Social Media Strategy & Planning

Listening Audit: A data-driven assessment

determining your existing social media presence,

volume and associated sentiment. This can be

used as a benchmark to assess success.

Content Plan: Overall guidelines and specific,

cross-channel copy examples for approximately

30 days post-launch. Includes sample tweets,

blog posts, Facebook tabs and wall posts, official

contest rules and more.

Drive Book: A single-source guide detailing day-

to-day activities including promotion

management, content seeding, audience

interaction and escalation procedures. Including

plans for Facebook ads.

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SOCIAL MEDIA

REPORTINGKey metrics to review on a monthly basis include:

Social Traffic/Buzz Volume: How much is being

said collectively through various social channels

Facebook Insights/Ads: Report and analysis

covering page views, posts, interactions, conversions

Twitter Stats: Notes on followers, retweets, @

tweets, estimated impressions and more.

Share of Voice: How much chatter within the

industry is focused on your brand.

Sentiment: The volume of positive versus negative

comments and posts

Competition: Use all of the above data points to

compare against the competition

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EXPECTATION IS EVERYTHING IN SOCIAL MEDIA

When we talk plan, we quickly get into ―expectation management‖…

Every platform has truly different

rules of engagement, as well as,

rules of expectation - blogger

outreach is very different than

Facebook ―like‖ build-out or

generating YouTube views

Because social is so dynamic,

being nimble and navigating

change effectively is one of the

key expectations we believe all

organizations should expect

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And above all, please

remember that good listeners generally have

the most friends

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THANKS FOR READING.

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Located in NYC's Flatiron District

Privately held

30+ employees

SERVICES Website design & development

Social media

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