social media research to build social media strategies

Creating Social Media Strategies Using Audience

Research

Liana “Li” Evans, LiBeck Integrated Marketing

@storyspinner

www.LiBeckIMLLC.com@LiBeckIM

What We’ll Cover

• Research Tools for Social Media

• Types of Social Media Users Out There

• Bringing it All Together

Research Tools

How Do You Know What Your Audience Is Doing?

• Different Types of Research Tools– Demographic– Buzz Monitoring– Search– Trending– Linking– Competitive

• Interpreting Your Data– Open Mind Required– Quantity is Very Misleading– Listen, Don’t Just Hear

• Discover Their Passions!

It’s Not Just College Kids Using It……

• Milliennials rose from 67% to 83%• Every generation 45 and older more than doubled

participation• Adults 74 and older quadrupled their participation

(from 4% to 16%)• 1 in 9 new accounts on Facebook are 65+

Where’s The Commerce?

• Use of social networking sites

• Use of instant messaging

• Using online classifieds

• Listening to music• Playing online

games• Reading blogs• Participating in

virtual worlds

• Email• Search engine use• Seeking health information• Getting news• Buying products• Making travel reservations or

purchases• Doing online banking• Looking for religious

information• Rating products, services, or

people• Making online charitable

donations• Downloading podcasts

Millenials Everyone Else

Because There Are Conversations Everywhere

People Ask Questions, Too

Why You Can’t Trust Quantity

Twitter Spam

Wow A Real Conversation?

Not Quite

Demographic Analysis

Not Everyone is Tweeting

Jackob Neilsen’s Participating Pyramid

Get Know What Your Audience Does

Social Technographics: Groundswell

Genders Differ

Ages Differ

Countries differ

Buzz Monitoring

Buzz Monitoring Tools For All Business Types

• Free:– Google Analytics– Google Alerts– Trackur

• Small-Mid-Size Business Level– Trackur– Viral Heat

• Enterprise Level– Alterian: SM2 (formerly Techrigy)– Radian 6

You Get What You Pay For

• Free:– Usually Just the Basics– Sometimes More Spam the True

Conversations– No Sentiment Analysis

• Small-Mid-Size Business Level– Can segment your data more– Rudimentary Sentiment– Influencers Highlighted

• Enterprise Level– Slice & Dice Your Data– Grabbing a lot more Records– Better Sentiment Analysis

Google Alerts

Trackur

Viral Heat

Viral Heat Trial

Viral Heat

Trending Tools

Trending Tools• Google Trends

(google.com/trends)

Google Insights

Other Research

Google Analytics

Google Keyword Tool

• https://adwords.google.com/select/KeywordToolExternal

Search!

Search Gives You Insights

A Lot of Insight

the types of social media & Audience

Not All Social Media Users Are The Same

www.LiBeckIM.com

@LiBeckIM

And Remember … Not Everyone is Blogging

Jackob Neilsen’s Participating Pyramid

Social Networking

What Kind of Community Members

Things to Keep in Mind

• Social Networks Can Be Addicting– Think about every time you’re tagged in a photo, what

do you do?

• News streams can drive traffic– Bounce rates & time on site numbers are better than

social news or social bookmarking

• It’s not just young kids– Fastest growing segment on Facebook is women over

• Social Network Gaming – Very Addictive, Very Engaging

Microblogging

Contrary to Popular Belief…….

www.LiBeckIM.com© LiBeck Integrated Marketing 2011

• Twitter can drive a lot of quality traffic– People who follow you are interested in what you have to

• Great way to get information out quickly

• There are a lot of tools to make managing Twitter a lot easier

• Engaging in Twitter can lead to great opportunities in other communities

• Twitter Success Doesn’t Happen Overnight!

Social Sharing

What Kind of Community MembersVideo

Sharing

Photo Sharing

• Social Sharing is Very Engaging– People are very visual– People love to be entertained

• Not all videos go viral– Nor do they have to, to be

successful• Videos & Photos Appear in Search

Results• Videos & Photos Can be Shared in

Facebook© LiBeck Integrated Marketing 2011

• Bloggers are not like journalists– They don’t have boundaries– They don’t answer to editors– They don’t have to check facts

• You need to be consistent– If you don’t keep putting out content, no one will have

a reason to come back– Create an Editorial Calendar

• Blogs can eclipse static websites with traffic– By constantly giving new content the search engines

come out more– Your audience will continue to visit your new content

Review Sites & Geo Social Networks

Another Reason To Care About Reviews….

• Traffic from review sites is quality traffic– They explore more of your site– They want to know why people like you

• Negative reviews are an opportunity– People are also cynical and don’t believe it when

reviews are always 5 stars

• Claim you own your business – Upload your own photos, ensure info is correct

There’s So Much More

Bringing It All

Together

The Biggest Tip I Can Give Is…

It’s Not About You

Its The Value Your Audiences Find in You

If Something is Valuable

Marketing, LLC

…….It Gets Shared

And When People Share…… Google Cares

Use Your Research

• To Figure Out What’s Valuable• To Figure Out Your Approach• To Figure Out What Will Work,

What Won’t• To Figure Out What Will Get

Shared

• To Build Your Strategy and Inform Your Engagement!

Social Media is More Than Facebook

Build Your Plan of Attack (Strategy)

• Use Your Research– What platforms– Who do you need to engage (as a group)– What do you expect to gain

• Plan Your Content Creation– What’s valuable– How often do you need to create it– What’s the tone

• Integrating– Which channels need to work together– Which departments need to know

• Policies & Contingencies– C.Y.A.!

Integrating Is Key

• Offline Messaging Should Promote Social Efforts– Remember Facebook isn’t a Search

Engine – Don’t Use “Find Us on Facebook”

• Use Your PR Team to Pitch Your Social Efforts

• Optimize Your Digital Assets• Create Exclusive Social Content

for Your Email Lists

Social Media Doesn’t Happen in a Vacuum

• Usability: If your site isn’t converting, social will only make that issue more prevalent

• Email: Tell your already interested audience

• SEO: optimize your profiles• PPC: promote what your doing• PR: Don’t send a press release, use

your media!• Direct Mail: Include easy ways to find

your social profiles• Marketing: Social Profiles on TV, Radio,

Print• Integrate & Pollinate

It’s Beyond the Browser!

• iPhone, BlackBerry, Palm, Droid– Smart phones are a common way

of life– People can watch videos on their

phones– You don’t need a web browser to

find a restaurant review– Most social media sites have a

way for community members to access via mobile – that isn’t a browser!

Measure, Measure, Measure

• Brand Lift:– Buzz Monitoring Tools

• Engagement:– Fans, Friends, Views, Favorites, Retweets,

Replies• Web Traffic:

– Referrals, Shortened URLs, – Downloads, Subscriptions, Requests

• Sales:– Conversions from Social Links/Promotion

• Links:– # of Links Acquired– Who where their acquired from

Social Media Policies?

• Employee Usage Policies• Blogging Policies• Avatars, Pictures, Videos?• Talking with The Press• Comment & Trackback

Policies• Giving Freebies

You Don’t Want This

Or This

Summary

• Understand Your Audience• Define Your Goals• Research & Listen• Plan Your Strategy• Measure!• Not All Social Sites Will Work

Questions?

Free Resources

• eBooks:– Social Media Myths– 3 Keys to Content Creation & Suc

cess in Social Media– What is Foursquare: A Business

Guide to Location Based Marketing

• Free Chapter of Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media

Contact

Liana “Li” Evans@storyspinnerli.evans@LiBeckIMLLC.com

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