Social Media Strategies Summit - San Francisco 2014
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Transcript of Social Media Strategies Summit - San Francisco 2014
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Small BusinessSmall BusinessThe view from The view from main street.main street.
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About Viralheat About Viralheat
Easy to Use, Comprehensive & Data Driven
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• Market Overview
• Brand Challenges
• Case Studies
Agenda
The Move to Predictive Social Analytics
The Move to Predictive Social Analytics
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In the beginningIn the beginning
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It was easier to target customers It was easier to target customers
First online display banner ads delivered October 19941.
First ad on Facebook ran from Y2M in 20042.
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The average teenager can only concentrate on homework for SIX minutes before switching
to a tech device!
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The Customer FunnelThe Customer Funnel
Before Today
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The Customer FunnelThe Customer Funnel
r
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Customers Customers
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Marketing ChallengesMarketing Challenges
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Social ROISocial ROI
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Brands engaging with social media at incredible levels Brands engaging with social media at incredible levels
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Multiple tools and channelsMultiple tools and channels
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Closing the Loop – Centralized Social Data
OwnedOwned PaidPaid
EarnedEarned
Closing the Loop
•Closing the loop - providing
data/insight across all brand social activities - owned, earned, and paid. Centralized data can be integrated into core enterprise activities - CRM, Marketing automation, support, analytics and
advertising!
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Page 17 © 2014 Marketo, Inc. #mktgnation14
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Jeff: Do we need a how to get there transition?
So, So, howhow do we do we get there?get there?
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1.1.Case StudyCase Study. – . – ContentContent
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You don’t always needYou don’t always needto burn time on to burn time on new new ideas.ideas.
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2.2.Case StudyCase Study. - . - IdentifyIdentify
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A Life Changing Event
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Tracked Keywords and Hashtags:
#imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”
What’s Our Wedding Pool
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Viral Post
Engagement Trends
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Engage quickly and directly with users.
Wedding Crashers
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Influencers to build
relationships with.
Related Keywords
for accurate
copy.
Related Influencers
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Honeymoon Destinations
Wedding Cakes
Wedding Planners
All have potential to make a sale.
Lead Opportunities
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Long Term Lead Opportunities
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3.3.Case StudyCase Study. – . –
TargetingTargeting
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Targeting can be challenging...
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Case Study – T Mobile@WorkCase Study – T Mobile@Work
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Launch New VoIP ProductInternet based business phone
system
First small business-focused VoIP product for T-Mobile
T-Mobile Hosted Business SolutionsT-Mobile Hosted Business Solutions
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• Crowded category
• First business-focused VoIP product
• Needed to identify relevant audience
• Target key influencers & adopters
The ChallengeThe Challenge
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T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms used
•Identify SMEs
Social DiscoverySocial Discovery
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Solution
Real-time research – #VoIP, #newoffice
Target key influencers re: T-Mobile@work
Identify & cultivate leads
Determine most effective channels
Monitor the ConversationMonitor the Conversation
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500 pilot customersHigh percentage were Influencers
Identified best terminologyInsights implemented into campaign
ResultsResults
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4.4.Case StudyCase Study. – . –
ResultsResults
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Advertising Insights for TV
Little/No activity High activity
Descriptions:
All times Pacific Standard
Organic vs Paid Follower Growth
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Timing
• Follow conversations
• Understand life of post/tweet
• Intelligent publishing
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Run Smart Promotions• Capture the social
ROI of your campaign in Google Analytics
• Cross channel reports illustrate how network performance compares
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Automation
• Enterprise integrations (CRM, Support, HR)
• Lower cost of ownership
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Viralheat – Social Analytics
OwnedOwned PaidPaid
EarnedEarned
Closing the Loop
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Viralheat Viralheat
Easy to Use, Comprehensive & Data Driven