The State of the Social Organization in 2015 Webinar
-
Upload
simply-measured -
Category
Social Media
-
view
1.080 -
download
0
Transcript of The State of the Social Organization in 2015 Webinar
© 2015 Simply Measured, Inc
Housekeeping
• Listening/voice options• Questions and chat room• #SimplySOS• Recorded webinar• Post-webinar survey
#SimplySOS
© 2015 Simply Measured, Inc
Speakers
#SimplySOS
Colin Zalewski Product Marketing Managerat Simply Measured
Karianne StinsonSocial Media Managerat Priceline
What We’ll Cover
#1
#2
#3
How to build a solid social team
How to communicate the value of social
The state of the social organization in 2015
© 2015 Simply Measured, Inc
The Importance of the Social Team
#SimplySOS
Social
Everything Else
Teams Supporting Everything Else:• Email team• Paid Search team• Display Ad team• SEO team• Website team• Content team• PR team• Analyst team• Etc.
Teams Supporting Social Media:• Social team• Analyst team (maybe)
28%
72%
Social media will account for 22.5% of digital marketing budgets in the next 5 years.Source: CMOSurvey.org
© 2015 Simply Measured, Inc
Quick Stats: Social Orgs in 2015
#SimplySOS
49% of all social media teams report to marketing leadership
60% of social media marketers say showing ROI is their greatest challenge
Only 22% of marketers say social media data impacts the overall business
Social media teams have three distinct needs:
• Centralized strategy and planning• Direction tied to business goals• Dedicated tactical execution
“Social media is a really important channel in today’s MarComm world — when you deprioritize it, that’s the core issue.” - Kipp Bodenar, VP of Marketing at Hubspot
© 2015 Simply Measured, Inc
A Bit About Me
#SimplySOS
The Quickie Resume
• Account Executive at Weber Shandwick, working with brands like Microsoft and Juniper Networks to increase Facebook and LinkedIn Engagement
• Manager of Social Strategy and Planning at agency Spring Creek Group, developing social media recommendations, KPIs, and goals for clients, including HTC, Wells Fargo and CenturyLink
• Director of Strategy at Mediabrands Publishing• Social Media Manager at Priceline
© 2015 Simply Measured, Inc
Which roles & functions are vital to a social media team?
#SimplySOS
Community ManagerAnalyst
Account Manager Strategist
Content Creator
“Finding balance between driving for engagement and driving for conversion is the #1 challenge for social orgs in 2015.”
- Karianne Stinson
© 2015 Simply Measured, Inc
Moving Past Likes, Comments, & Shares
#SimplySOS
Show execs real impact
+ Give your audience what they really want _______________________________________The fine balance of ROI and community-building
© 2015 Simply Measured, Inc
Defining the Contribution of Social
New Bus.
Existing Bus.
For your company, where does social best contribute?
Brand Awareness
Consideration
Decision
Customer Success
Influencers/Advocates
Where does your leadership team expect social to contribute?
Purpose:Create clarity, alignment and accountability for the ways in which social delivers value.
#SimplySOS
© 2015 Simply Measured, Inc
Defining the Contribution of Social
New Bus.
Existing Bus.
Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.
Brand Awareness
Consideration
Decision
Customer Success
Influencers/Advocates
#SimplySOS
© 2015 Simply Measured, Inc
Defining the Contribution of Social
New Bus.
Existing Bus.
Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.
How success is defined at each stage:Brand Awareness – Get more/right people into funnel.Influencers – Leverage brand advocates to expand reach and generate loyalty.
Brand Awareness
Consideration
Decision
Customer Success
Influencers/Advocates
#SimplySOS
© 2015 Simply Measured, Inc
Defining the Contribution of Social
New Bus.
Existing Bus.
Example for Your OrganizationWhere Social is expected to contribute:Brand Awareness – Getting people interested in the brand.Influencers – Getting reputable sources to promote your brand.
How success is defined at each stage:Brand Awareness – Get more/right people into funnel.Influencers – Leverage brand advocates to expand reach and generate loyalty.
How success is communicated at each stage:Brand Awareness – Supporting metrics: audience growth across channels, composition of reached audiences, etc.Influencers – Earned influencer reach, positive sentiment within existing audience, etc.
Brand Awareness
Consideration
Decision
Customer Success
Influencers/Advocates
#SimplySOS
© 2015 Simply Measured, Inc
About Simply Measured
Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.
#SimplySOS