social media and your marketing mix
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Social Media and Your
Marketing Mix
Angela Connor, SVP; Group Director - Media
October 22, 2013
MarketingEDGE 2013
#CapstratSocial
© 2013 Capstrat LLC. All Rights Reserved.
2
WHAT TO EXPECT
I pledge to be:
• Candid
• Insightful
• Passionate
• Helpful
• Funny
• Enlightening
AngelaConnor.com aconnor@capstrat.com
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
3
What I’ll Share Today
Angela Connor @communitygirl #capstratsocial
AGENDA TOPIC TIME
Audience-first marketing strategy 10 minutes
Finding your target audience 15 minutes
Incorporating social media into the mix Building an analytics framework
10 minutes
Guiding principles for brands today 10 minutes
Discussion/Q&A 10 minutes
© 2013 Capstrat LLC. All Rights Reserved.
4
My Favorite Quote about Change
In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. -Eric Hoffer
-
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© 2013 Capstrat LLC. All Rights Reserved.
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Social
is augmenting every
communications touch point in
every company.
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.
The “Audience-first”
Marketing Strategy
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.
Cool, Unique Ideas
Link: http://www.buzzfeed.com/clockmode
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© 2013 Capstrat LLC. All Rights Reserved.
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Media Usage – Omnichannel Consumers
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© 2013 Capstrat LLC. All Rights Reserved.
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Audience-first Marketing Strategy
Nine out of 10
searches result in
action.
59% of people who
search for a local
store will actually
visit.
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© 2013 Capstrat LLC. All Rights Reserved.
10 Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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Don’t be so strategy-oriented that you ignore what
needs to be done.
© 2013 Capstrat LLC. All Rights Reserved.
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Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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974 HASHTAGS
693 RETWEETS
389 REPLIES
104,649 CLICKS
1,726 COMMENTS
8,703 LIKES
1,605 SHARES
6 million REACHED
Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
17 Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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One out of every seven minutes spent online is spent on Facebook.
23% of Facebook users check their newsfeed more than 5 times per
day.
2.1 billion search queries are conducted on Twitter every day. That’s
almost half as many as performed on Google.
1,370 company pages are added to LinkedIn every day.
Facebook and Twitter traffic peaks in the afternoon.
200 million hours of video are watched on YouTube every day.
10 million presentations have been uploaded to Slideshare.
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
20 Angela Connor @communitygirl #capstratsocial
Finding Your Target Audience
© 2013 Capstrat LLC. All Rights Reserved.
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By title
By interests
Through competitors
By actions
- who they follow
- retweet
- favorite
Through hashtags
Finding Your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
22
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
23
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#business
#leadfromwithin
#TNLive
#in
#healthcare
#HRTechChat
#HRtech
#management
#recruiting
#USGuys
#career
#NextChat
Find relevant hashtags
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
25
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
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#threewordstoliveby
#love
#me
#cute
#eyes
#nice
#tbt
#throwbackthursday
#nosleep
#bringitback
#graphingcalculatorproble
ms
#twothingsthatdontmixwell
Finding your Target Audience - Teens
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© 2013 Capstrat LLC. All Rights Reserved.
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• By interests, age,
demographic location,
education and
workplace
• By the pages and
brands they “like”
• Through competitors
• Through advertising
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
28
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
29
Case Study: Deloitte Analytics
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© 2013 Capstrat LLC. All Rights Reserved.
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Case Study: Deloitte Analytics
LinkedIn advertising targets for The insight economy: Big
data matters – except when it doesn’t mini-book:
• C-level executives
• Management title and
above in banking,
retail, insurance,
federal and consumer
products
• People with research
job function
correlating to
Analytics positions
and Analytics group
members
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© 2013 Capstrat LLC. All Rights Reserved.
31
Total spend: $36,000
Impressions: 1.7 million
Clicks: 1,856
Click-through rate: 0.11%
Poll votes: 830
Big Data Interactive
Infographic
Case Study: Deloitte Analytics
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© 2013 Capstrat LLC. All Rights Reserved.
32
Case Study: Allianz USA
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© 2013 Capstrat LLC. All Rights Reserved.
33 Angela Connor @communitygirl #capstratsocial
Case Study: Allianz USA
© 2013 Capstrat LLC. All Rights Reserved.
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Guiding Principles for Marketers and Brands Today
Become a master at finding your audience on
social media. Don’t be a naysayer.
Don’t add on. Integrate. Don’t Check the box.
Try things that scare you. Test and Learn.
Adjust your beliefs on how to use media for
brand building.
Measure what matters.
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
35
Case Study: Carolina Biological Supply
Company
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© 2013 Capstrat LLC. All Rights Reserved.
36 Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
37
Case Study: Building an Analytics Framework
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Twitter
Increase
followers on
Expand
reach on
Facebook to
connect with
teachers
unable to
attend the
conference
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
38
Case Study: Building an Analytics Framework
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Twitter
Twitter favorites,
retweets and
mentions
65 favorites,
retweets and
mentions from
April 10-15
6 favorites,
retweets and
mentions
52 favorites,
retweets and
mentions
Increase
followers on
New Twitter
followers
60 new followers
from March 29 to
April 22
10 new
followers
60 new
followers
(baseline: 701)
Expand
reach on
Facebook to
connect with
teachers
unable to
attend the
conference
New Fans 175 new fans
from April 4-15
71 new fans 627 new fans
(baseline:
8,050)
Facebook Post
Reach
Average of 1,750
reached for all
posts.
1,260 average
reach
5,503 average
reach
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
39
Case Study: Building an Analytics Framework
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
40
Key Takeaways
Angela Connor @communitygirl #capstratsocial
• You should be looking for ways to amplify your
messaging and get more out of marketing dollars.
• Align goals with business objectives.
• Select platforms based on your goals and your
AUDIENCE.
• Remember, B2B targets are still consumers.
• Once you find your audience, engage.
• Measure what matters
© 2013 Capstrat LLC. All Rights Reserved.
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Free monitoring and search tools
Search.twitter.com: Twitter’s advanced search feature filters tweets by
words, people, places, and sentiment.
Addictomatic: With Addictomatic, you can create a tracking page that
pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr,
Digg, and more.
Twazzup: Twazzup creates a dashboard to track keywords on Twitter by
link popularity, contributors, influence, tag clouds, and users.
Social Mention: Through Social Mention, you can search keywords across
multiple platforms and filter by top keywords, users, hashtags, rankings,
and sentiment.
Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter,
Facebook, LinkedIn, Foursquare, MySpace, and WordPress.
Followerwonk and Tweetadder: Allow you to search bios and content on
Twitter.
Angela Connor @communitygirl #capstratsocial
© 2013 Capstrat LLC. All Rights Reserved.
42
Thank You #ME2013!
Angela Connor
SVP, Group Director
aconnor@capstrat.com
919-573-6307
AngelaConnor.com
LinkedIn.com/angelaconnor
Angela Connor @communitygirl #capstratsocial
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