Social Media and the Business Imperative

January 16, 2014

Social Media and the Business Imperative

This is an exploration of the implications, challenges and opportunities offered by the world of social media. Participants will learn how varying sets of social media tools work together as an integrated system and actively apply these concepts to the their own present and prospective professional circumstances. Our goal is to help integrate our understanding of social media with today’s business marketing challenges.

Our Primary Goal

Learn how to apply top social media techniques and strategies to meet

specific marketing objectives for your organization

http://www.flickr.com/photos/tworubies/5212375665/

Who am I?

Who are you?

BEFORE WE GET STARTED…

The Anti-Social Organization

Fresh Ground, Inc.

The old model, or one reason why PR is flawed

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

http://www.flickr.com/photos/thivierr/

Fresh Ground, Inc.

The RealityThe Social Organization

Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.


Fresh Ground, Inc.

The Social Organization

• Empowers, trains and engages all relevant departments in social, not just “marcomms” people…

http://www.rackspace.com/blog/social-marketing-strategy/

A STRATEGIC FRAMEWORK

“We Need a Facebook Strategy”

• No. No you don’t!

The Basic Questions

How do we start?

http://www.flickr.com/photos/npobre/2601582256/

The Basic QuestionsWhere are we going?

http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions

How do we know when we get there?

http://www.flickr.com/photos/chokola/1229450683/

More Fundamental Questions

IS THIS TRIP REALLY NECESSARY?

or,

WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL?

or,

HOW DO I SELL SOCIAL MEDIA TO MY BOSS?

We’ll revisit these questions later…

The “New Marketing” Funnel

What is a Conversion?

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

What is Social Media?• Social media is a set of channels, tools and

philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”

• Social media is not just a new way to communicate: it’s a new way to do business

• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.

Who’s Using Social Media? (B2C)

Who’s Using Social Media? (B2B)

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Who’s Using Social Media? (B2C)

Who’s Using Social Media? (B2C/B2B)

Top B2B Social Marketing Goals

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Top B2B Social Marketing Goals

What is Content Marketing?

• Content marketing was a response to the evolution of search engine technology

• Since content marketing’s rapid rise to popularity, search engine technology has evolved

• Content marketing techniques must evolve with it

Content Marketing is Hot

Content Marketing is Big. BUT…

http://www.flickr.com/photos/22711505@N05/5766880112/

If you build it…

Content Marketing

http://www.flickr.com/photos/jewe/2905913332/

Will they come?

Content Marketing = Search + Social + Media

… Only If You Can Be Found

It’s a search game. And a social game. And a media game. All in one.

Content Marketing ≠ Inbound MarketingA good content marketing program used to be able thrive on

one web presence (a website or blog with dynamic content) surrounded by a good social mediaProgram. This “inbound” model doesNot work as effectively nowAs it used to.Why?

http://www.flickr.com/photos/jameskm03/5990507429/

The Content Marketing Mix

But is Content MarketingWorking for You?

• Are you creating content?• If so, what kind, how often & what

channels?• How are you promoting it?• Is it being applauded or amplified?• What kind of engagement are you

getting?• Is it working? (i.e., is it converting?) (and if it is, would you know it??)

CONTENT MARKETING BASICS

Todd’s Building Blocks of a Content Marketing Strategy

1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better

or Critical

The Eight Elements of News

1. Immediacy2. Proximity3. Prominence4. Oddity5. Conflict6. Suspense7. Emotion8. Consequence

Creating a Customer Profile

• Give them a name, e.g., “Sally Spender” • If necessary, include

– The User– The Decision Maker– The Influencer– The Buyer

• There may be more than one• Include both

– Demographics– Psychographics– Socialgraphics

http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

Know Thy Competition

Your competitors include:• Organizations offering the same product or service now.• Organizations offering similar products or services now.• Organizations that could offer the same or similar products or

services in the future.• Organizations that could remove the need for a product or

service.

The Four Stages of Competitive Intelligence:1. Collect the information2. Convert the information into intelligence

a) Collate and catalog itb) Integrate it with other informationc) Analyze and interpret it

3. Communicate the intelligence4. Counter adverse competitor actions you identifyhttp://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm

Know Thy Industry and Its Influencers

• What are the key trends and topics being written about?

• Who’s writing about them?• What are the related keywords and

key phrases?• What’s not hot and should be

avoided?

Find Your Voice

• Opinions are more interesting, and more valuable in a Twitter world, than facts

• Becoming a trusted source is a very valuable position

• Remember that PR is storytelling, and…• Social media is the ultimate cocktail party, and…• The hit of the party is often the best storyteller,

and…• Stories require characters, but…• Characters have flaws, so…• Don’t be afraid to show your own, and others’,

flaws – chances are they’re going to be found anyway

http://www.entrepreneur.com/article/222779#

Before You Create or Engage

1. Have a social media policy in place2. Have a social media response protocol 3. Build a repertoire of pre-approved

messages4. Have a monitoring tool in place

http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Curation, Not Just Creation

• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular

• You must be able to add value to that content: commentary, insight or more news

Rand Fishkin’s Content Marketing Manifesto

http://www.slideshare.net/randfish/the-content-marketing-manifesto

I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.

6 Keys to Sharable Content

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

The 7th Key to Sharable Content?

$?

POE vs PESO

• Which makes more sense?

PESO

• PAID = Money exchanged for space in magazine, newspaper or online site; for time on radio, TV and sometimes online channels

• EARNED = Coined by public relations professionals to differentiate from paid media

• SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.)

• OWNED = Print collateral, websites, blogs, video, podcasts, ebooks, etc.

SEARCH MARKETING: ORGANIC

Funglode

What is SEO?

The Goal of SEO is to push your content to the top of

SearchEngineResultsPages

“Above the Fold” in the Old Days

http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today

Paid Placement

Unpaid (Organic) Placement

Search & Social are Critical to Content Marketing

Conclusion

Social Media’s Impact on SEO

Before After

SEM vs PPC vs SEO

• Search engine marketing (SEM) is a combination of paid search programs and “organic” search optimization

• Paid search includes:1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM)

(M=1,000)

• Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement

http://en.wikipedia.org/wiki/Search_engine_marketing

5 Key Metrics of Site SEO1. Searchability. Is the structure, content and meta-content

(descriptive information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources?

2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative?

3. Navigability. Once on the site, is the content easily organized and navigated?

4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public?

5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a product, buy a service or tell others about the site?

9 Steps to SEO Success

1. Market research2. Keyword research3. On-page

optimization4. Site structure5. Link building6. Brand building7. Viral marketing8. Adjusting9. Staying up-to-date

http://www.toprankblog.com/2007/01/google-cartoon/

Market Research Secrets

• Begins with a competitive analysis• What companies / sites are you

competing with?• How well do they perform?• Great tool: http://websitegrader.com/

http://websitegrader.com/

Keyword Research Secrets

Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives:

1. What keywords you want to be known for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for

Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. http://textalyser.net/

http://seokeywordanalysis.com/

http://www.googlerankings.com/ultimate_seo_tool.php

http://tools.seobook.com/general/keyword-density/

http://textalyser.net/

On-Page vs. Off-Page

• On-Page SEO focuses on how you can improve the content, structure and navigability of your own site

• Off-Page SEO focuses on, well, pretty much everything else, including– DNS (Domain name services)– Social media– Inbound links– Press releases– PPC

http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

HTML 101

<HTML> This is the outside paired HTML element that declares that what’s inside is HTML

<HEAD> Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY> All the content displayed on the actual web page appears inside the BODY

elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY></HTML>

• Right click on a webpage and click on View source to see how a web page is designed…

On-Page SEO Checklist

• Always start with keyword selection, research and testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Site maps, both XML and user facing• Usability and accessibility• Track target keywords• Expect results in 6-12 months

4http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

Author Rank

SEARCH MARKETING: PAIDFunglode

PPC, PPM, CPL, HUH?

• PPC = Pay-Per-Click– Only pay for clicks– CPC = Cost-Per-Click– PPA = Pay-Per-Action (e.g., when item is

sold)– CPA = Cost-Per-Action– CPL = Cost-Per-Lead

• PPM = Pay-Per-Mille (1,000 impressions)– Avoids click fraud– CPM = Cost-Per-Mille

PPC 101

• PPC is not just about Google AdWords– Bing (Microsoft) Ads– Facebook PPC– Yahoo! Network– Chitika

• Not just text ads in SERPs– YouTube– Blogger– Google Maps– Google News– Google Managed Placements (Ad Network)

How to Get Started in PPC

1. Create an AdWords account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. Measure your success

Ad Rank: Who’s #1

• Some factors influencing Quality Score are:– The relevance of your landing page to the keyword– The relevance of your ad to the keyword– The performance of your landing page – a slow-

loading website will get a lower QS– Your Click-Through-Rate (CTR)– Historical performance of your campaigns

Google AdWords Accounts

• Keywords are bound to a group of ads• This group of ads is part of a campaign• The campaign will be part of your

account

THE DEMOGRAPHICS & DATA

Why is G+ On Top?

http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061

Twitter Rules

http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/

Twitter Rules

http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx

Facebook Still Has the Edge


Age Matters

http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

Different Age = Different Behavior

http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

Gender Matters…


…Especially on Pinterest

http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/

But Men Are Coming Around

http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888

Income & Education Differences

http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites

Google+

http://www.chrisbrogan.com/gplusinfographic/

ANALYTICSDay 5

The Three Os of Measurement

1. Outputs – Results of publicity efforts

2. Outtakes – How people think as a result of these outputs

3. Outcomes – How their behavior changes as a result of these outtakes

OKatie Paine, via

“Secrets of Social Media Marketing” Chapter 15

Seven Steps of Building a Measurement Program

1. Identify the community– Who do you have relationships with?– Who do you want relationships with?– Who are you reaching with this program

2. Define objectives for each community– At a high level, what are you trying to achieve?

3. Define measurement criteria– Create specific goals, or “conversion goals”, measured by real performance

numbers, percentage growth, share of revenue/voice, etc.– You must be able to tie these to your high-level objectives

4. Define your benchmark– Where are you starting from? Baseline metrics are critical!

5. Select a measurement tool– Both traditional and new media

6. Analyze, create action items & recommendations– Focus on what you can change

7. Make changes and measure again


Where Measurement Starts

SMART Goals–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

Examples of High-Level Goals

• Learn something about customers we’ve never known before

• Tell our story to customers and have them share it

• Have more comments than posts• Get our customers to help each other• Create a new revenue channel• Improve our reputation online

Jeremiah Owyang, via“Secrets of Social Media Marketing” Chapter 15

Sample Basic Metrics

• Get on page one of SERPs for key industry term• Grow RSS or email subscriptions by 100%• Have an average of 3 comments per post• Increase the number of Facebook users “talking about”

our page by 75• Grow inbound links by 50• Have at least two blog and media mentions per week• Grow our Alexa ranking by 500 places by n date• Improve the sentiment so there are more positive

mentions than negative ones• Grow web traffic by 200%• Grow downloads or sales by 50% over next four months


Example Report

Example Report (Continued)

The Best Social Media Metrics*

1. Conversation Index – Ratio of posts to comments or replies

2. Amplification Rate – How many people share each post/update/tweet/etc.

3. Applause Rate – How many people “like,” “+1” or “favorite” each piece of content

4. Economic Value – Sum of short- and long-term revenue and cost savingshttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics

• Page Views – Simple but easy, as long as you understand difference between views (or visits) and visitors

• Returning Visitors – How sticky is your site? Over time this becomes more important

• Pages Per Visit – Keep it trending upward; it’s another measurement of stickiness

• RSS Subscriptions – How many people read your blog on a regular basis (in theory)

• Referring Sites – Who’s sending you the most traffic, to where, and why?

• SERP – Where do you rank?• Search Terms – Use these to optimize your site content

Three Metrics In The News

1. Return On Investment2. Net Promoter Score3. Ad Value Equivalency3

Return On Investment• According to Wikipedia, ROI is “the ratio of money

gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested.”

• There are two important variables in this equation:– Return – Investment

• There’s also a third vital term: Money.• Return is payoff as measured in revenue

generated or costs avoided

http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Net Promoter Score

http://www.netpromoter.com/np/calculate.jsphttp://en.wikipedia.org/wiki/Net_Promoter

Facebook EdgeRank

http://socialfresh.com/facebook-edgerank-facts/

5 Things You Didn’t Know About EdgeRank

1. Typical post reaches only 17% of your fans

2. Average post lifespan is 3 hours

3. Comments are 4x valuable than likes

4. Affinity = everything5. GraphRank is subset of

EdgeRank

GOOGLE ANALYTICS

MWNN Web Strategies to Boost Donor and Volunteer Engagement

Got Less Than an Hour?

Got Less Than an Hour?

• This is missing a few things that I find interesting, like:– Content (which pages are working best)– Traffic Sources (where it’s coming from)– Browser/OS/Mobile Types

Google Analytics 101

• You use Analytics to gather and report on information about visitor traffic to a property

• A property can be a website, a mobile application, a blog--any page or screen that receives traffic via the web or a mobile app

• To collect that information with Analytics, you need to:– Sign up for an Analytics account– Add your property to the account– Add the Analytics tracking code to your property

The GA Hierarchy

Google Analytics Caveat

It’s all about traffic flow once it gets to your site

– What happened before is anyone’s guess unless

a) There was a referring siteb) You use a campaign-specific landing pagec) You used a campaign code

– What happens after is anyone’s guess unless

a) You integrate donation/ecommerce with GAb) You find other ways to measure other

conversions

Key Takeaways1. A strategic framework for social media decision making -- how to integrate

social into your marketing strategy– Understanding your customers, prospects, influencers and stakeholders (including

profiling and prioritization techniques)– Basics of social media measurement and analytics (including a tour of Google Analytics)

2. The demographic attributes of online social networks: Who you can meet where?

– Run-down of the various social networks and their demographics

3. Content marketing basics: the ultimate combination of creative, social media and search

– Paid vs earned vs owned media– SEO, SEM and PPC basics– Success secrets of inbound marketing

4. Automation and integration tools to tie it all together– Monitoring– Curation– Engagement– Workflow– Cross-platform content sharing – The importance of the editorial calendar

Thank You!

Contact me!

Todd Van [email protected] @vanhoosear

mailto:[email protected]

Social Media and the Business Imperative

Business

Transcript of Social Media and the Business Imperative