Download - Emerging and Social Media: Week Three
Reviewing Last Week
#ADPR4300 Leaderboard
Trivia
Social Media Strategy
Break
Case Studies
Assignment
Q+A
TODAY’S AGENDA
SEPTEMBER 16, 2015
01
02
03
04
05
06
07
08
2Emerging + Social Media: Introduction to Social Media Strategy
REVIEWING LAST WEEK
THOUGHTS ON YOUR ASSIGNMENTS
3Emerging + Social Media: Introduction to Social Media Strategy
#ADPR4300 LEADERBOARD
WHO IS #WINNING ON TWITTER
4Emerging + Social Media: Introduction to Social Media Strategy
5Emerging + Social Media: Introduction to Social Media Strategy
#ADPR4300 UsageWHO IS #WINNING ON TWITTER
Posts
Abi Gilman 12
Art Jones 6
Dena Vang 6
SnkookyZ 6
Abby Cole 5
Claire McDonald 5
Dennis Jenders 5
Kayley Edgin 5
Mike Perotti 5
Bridget Cirone 4
Chezney Peel 3
Elise Timmerman 3
Emily Gorz 3
Emmett Rogers 3
Posts
TrevonWesley 3
Caroline Heckler 2
Christian Naber 2
Curtesia Robinson 2
Kyle Kania 2
Lauren Tranchita 2
Sarah Gentil 2
Stephanie Zimmer 2
Brady Wahl 1
Colleen Lee 1
Kelly Watts 1
Madeliene Casciaro 1
Paul DiLorenzo 1
Unrivaled Ambition 1
LET’S PLAY A GAME
SOCIAL MEDIA TRIVIA - FOR CANDY
6Emerging + Social Media: Introduction to Social Media Strategy
7Emerging + Social Media: Introduction to Social Media Strategy
GAME RULESSOCIAL MEDIA TRIVIA
!
USE THE INTERNET: Google, Tweet a Friend, Wikipedia, etc.
TWEET YOUR ANSWER: Use a complete sentence. First person to tweet the CORRECT answer wins.
WHAT’S ON THE LINE: Warm fuzzy feelings of accomplishment. And candy.
"
#
QUESTION 1
Q: The average social media user spends ___% of their day on social networking sites?
Hint… According to Adweek and Social Times
QUESTION 1
Q: The average social media user spends ___% of their day on social networking sites?
A: 28% - 1.72 hours / dayExtra Credit: How do you compare based on
last week’s assignment?
QUESTION 2
Q: TRUE OR FALSE: Facebook is beta testing out a “dislike” button?
A: TRUE
Extra Credit: Tweet your thoughts.
QUESTION 3
Q: What percentage of Pinterest users are female?
A: 71% of Pinterest's 72.5 million users are women.
QUESTION 4
Q: If your target audience is a young, professional male, which social network would you leverage?
QUESTION 4
Q: If your target audience is a young, professional male, which social network would you leverage?
A: LinkedIn, Twitter Any channel, as long as you have a good justification.
QUESTION 7
Q: If you are trying to generate UGC, what channels would you turn to?
A: Instagram, Twitter
SOCIAL MEDIA STRATEGY
A FRAMEWORK FOR SUCCESS
22Emerging + Social Media: Introduction to Social Media Strategy
23Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
$ ♂ BROADCAST: ONE -WAY COMMUNICATION
& ♂ DIGITAL: TWO-WAY COMMUNICATION
' ( SOCIAL: MULTI-WAY COMMUNICATION
25Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover Evaluate Plan Engage Optimize
* + ' ,
Expand
-
Strategy Execution
CRAFTING AN EXPERIENCE
This model is designed to be continuous and iterative as you craft an
experience that is more than just a destination, but a journey with outcomes
that are actionable and measurable.
26Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover
OBJECTIVES
• Identify your business goals and objectives.
AUDIENCE
• Who is your audience and what are their behaviors and needs?
CHANNELS
• What channels will you be active in, and how do they work together?
CONTENT
• Do you have the content to support the selected channels?
27Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover
• Your strategy should be informed by insights – which may be
collected through traditional research or a social intelligence
program.
28Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
29Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover
• Your strategy should be informed by insights – which may be
collected through traditional research or a social intelligence
program.
• Use the research and insights to map the consumer’s entire journey
and align it with the life cycle of a brand’s product or service –
identifying moments that matter.
30Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
Awareness
Familiarity
ConsiderationPurchase Loyalty
The marketing funnel no longer represents the journey for most consumers.
31Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
CONSUMERDECISIONJOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
32Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
BRAND
AUDIENCE CATEGORY
PROMISE
CONTEXT
POSITIONING
ORGANIZINGCONCEPT
33Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
ORGANIZINGCONCEPT HAPPINESS
34Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover
• Your strategy should be informed by insights – which may be
collected through traditional research or a social intelligence
program.
• Use the research and insights to map the consumer’s entire journey
and align it with the life cycle of a brand’s product or service –
identifying moments that matter.
• Your strategy should be designed to engage and inform the
consumer during those moments, building personal relationships
and strong communities.
35Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
1. Monitor social channels for trends, insights.
2. Respond to consumer comments.
3. Amplify current positive activity, tone.
4. Lead changes in sentiment or behavior.
Consider
Brand Monitoring
Crisis Management Referrals and Recommendations
Brand Content Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocate
Brand Advocacy
Bond
36Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
)
Discover
• Your strategy should be informed by insights – which may be
collected through traditional research or a social intelligence
program.
• Use the research and insights to map the consumer’s entire journey
and align it with the life cycle of a brand’s product or service –
identifying moments that matter.
• Your strategy should be designed to engage and inform the
consumer during those moments, building personal relationships
and strong communities.
• Continuously monitor and capture data and outcomes from your
strategy that provide additional context and help you make better
decisions.
37Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
38Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
39Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
40Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
41Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
IN-CLASS ASSIGNMENT
42Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
*
Evaluate
• Audit the brand’s current social media presence, paying close
attention to the audience, categories of content, post frequency, and
performance.
• Evaluate the efficacy and reach of current social media channels,
determining the brand’s placement going forward.
• Examine the brand’s current content creation process and rules of
engagement to identify opportunities for growth or improvement.
44Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
IN-CLASS ASSIGNMENT
45Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
+
Plan
ACTION PLAN
• Detail specific activities you intend to undertake.
TARGET AUDIENCE
• Identify the audience each activity is targeted to.
MEASUREMENT
• Specify how you’re going to measure success.
ROLES + RESPONSIBILITIES
• Stipulate who on your team is responsible for each activity.
FAIL FAST
• Be flexible enough to allow adjustments as necessary.
46Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
WHAT ARE THEY?
Graphical representation
of the journey a
customer goes through
in their relationship with
your brand as they try to
achieve their goal(s).
WHY WE USE THEM
Allows you to identify,
organize and analyze
specific channels and
touch points and reveal
opportunities for
improvements and
innovation.
HOW WE USE THEM
Analyze experiences at
each potential
touchpoint to determine
recommendations for
creating an optimal and
seamless user
experience.
Journey Maps will help us design and deliver the right interactions.
47Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
CONSUMERDECISIONJOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
48Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
CONSUMERDECISIONJOURNEY
AWARENESS I am aware of Zebra.
IDENTIFICATION I have a business need.
LOYALTY + SUPPORT I am a Zebra customer.
RESEARCH I need more information.
IMPLEMENTATION + USE I have implemented a Zebra solution.
EVALUATION I need to weigh my options.
PURCHASE I have chosen Zebra as a solution.
49Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
CONSUMERDECISIONJOURNEY
AWARENESS I am aware of Zebra.
IDENTIFICATION I have a business need.
LOYALTY + SUPPORT I am a Zebra customer.
RESEARCH I need more information.
IMPLEMENTATION + USE I have implemented a Zebra solution.
EVALUATION I need to weigh my options.
PURCHASEI have chosen Zebra as a solution.
. # 0
10 '2
2 '0
(0 # 3
"(0 # 3 4
"50 + 4
50Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
IN-CLASS ASSIGNMENT
51Emerging + Social Media: Introduction to Social Media Strategy
Social Media StrategyA FRAMEWORK FOR SUCCESS
SOCIAL MEDIA STRATEGY
CASE STUDY: WISCONSIN DEPT. OF TOURISM
52Emerging + Social Media: Introduction to Social Media Strategy
53Emerging + Social Media: Introduction to Social Media Strategy
Establishing a PlatformCASE STUDY: TRAVELWISCONSIN.COM
CHALLENGE:
Wisconsin Tourism was being outspent by Michigan Tourism by millions of dollars.
54Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
Having fun
Rest & relaxation
Visiting family and friends
Discovering or experiencing something new
Escaping the everyday
Explore and experience adventure
Sharing experiences with travel companions
Reconnecting with loved ones
Recharge
Enjoy the outdoors*
Maintaining a tradition
Letting loose
Ability to discover or reconnect with real self
Return to a simpler time
0% 20% 40% 60%
2%
3%
6%
6%
13%
14%
16%
20%
20%
29%
36%
40%
48%
50%
When I Think About The Next 12 Months Of Personal Leisure Travel, The Following Motivators Drive My Decisions Most:
55Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
WISCONSIN
CATEGORYCONSUMER
MN
IL
MI
FUN
Fun is (surprisingly) differentiating positioning.
56Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
FUN. COURTESY OF
To download a free QR code reader, text “SCAN” to 44144.
SCAN CODE TO JOIN THE ADVENTURE AND ENTER TO WIN EXCLUSIVE WISCONSIN GETAWAYS.
OR VISIT WIGETAWAY.COM OR TEXT “GETAWAY” TO 44144 TO ENTER TO WIN.
57Emerging + Social Media: Introduction to Social Media Strategy
Platform for EngagementCASE STUDY: TRAVELWISCONSIN.COM
LONG-TERM:
SHORT-TERM:
IN MOMENT: MOBILE
SOCIAL MEDIA
WEB
CONSUMERS + TRAVEL WISCONSIN
1: We want to be always-on, and available across common media channels.
2: But consumers are using these channels for different reasons, and we want
our engagement and content to be appropriate.
Top technologies used to plan leisure travel:
• Listened to Friends, Family - 39.9%
• DMO Website - 31.2%
• Used a Mobile Device - 28.0%
• (Beat email, TV, magazines, direct mail, etc)
What was a mobile device used:
• During a trip (or trips) - 85.3%
• Before leaving home for a trip(s) - 58.6%
58Emerging + Social Media: Introduction to Social Media Strategy
Establishing a PlatformCASE STUDY: TRAVELWISCONSIN.COM
UNDERSTANDING OUR CONSUMER
1: We always begin with the consumer, looking for insights and understanding
of their habits and media consumption, among other factors. Here we learned
that WOM and digital channels played a huge role in planning a vacation.
59Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
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4.4%6%4.5%1.7%
6.5%11.1%
17.9%16.7%18.1%22.6%
41.4% used user- generated content
22.5% used social media resources for travel planning
UNDERSTANDING OUR CONSUMER
1: And over time this trend has grown, with consumer looking to user-
generated content and social media channels for advice, validation and sharing
of their experience(s).
60Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
Top Activities Travelers Use Their Mobile Devices for When Traveling
0
25
50
75
100
Photos Web Navigation News Games
61Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
Photo Uploads on Facebook by Day of Week
0
5
10
15
20
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
62Emerging + Social Media: Introduction to Social Media Strategy
Establishing Criteria for ContentCASE STUDY: TRAVELWISCONSIN.COM
TRAVEL RELEVANCE
• Is the item of high travel relevance based on proximity, size, and appeal?
ANTICIPATED INTEREST
• Is the item likely to be of high interest to the general public or to a large niche
group? Use past experience as a gauge.
GEOGRAPHIC INTEREST
• Will the topic only be of interest to community members living outside of
Wisconsin?
SOURCE
• Is the source a Co-Op member; influential organization / industry member; or
a highly regarded affiliate?
63Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
FREQUENCY
• Has the item, destination, or topic been recently / frequently promoted?
ONLINE PRESENCE
• Has the area of the state been talked about frequently and recently?
AVAILABILITY / DURATION
• Does the topic or event have limited tickets or a small venue capacity? Is there
a risk of being sold-out?
PROMOTIONAL CONTENT
• Is the topic overly promotional? Will it appear as spam once posted?
64Emerging + Social Media: Introduction to Social Media Strategy
Content Consumer CraveCASE STUDY: TRAVELWISCONSIN.COM
MOST OF ALL, OUR CONTENT IS
FUN
65Emerging + Social Media: Introduction to Social Media Strategy
Digital PresenceCASE STUDY: TRAVELWISCONSIN.COM
66Emerging + Social Media: Introduction to Social Media Strategy
Digital PresenceCASE STUDY: TRAVELWISCONSIN.COM
67Emerging + Social Media: Introduction to Social Media Strategy
Digital PresenceCASE STUDY: TRAVELWISCONSIN.COM
68Emerging + Social Media: Introduction to Social Media Strategy
Measuring SuccessCASE STUDY: TRAVELWISCONSIN.COM
Our social media channels consistently rank among the top traffic drivers to
TravelWisconsin.com.
• Facebook: 6th overall / 2nd for campaign content
• Blog: 10th overall / 6th for campaign content
• Twitter: 12th overall / 7th for campaign content
And once consumers come to TravelWisconsin.com, they are highly engaged with
our content.
• Facebook: 4:22 time on site / 3.38 pages per visit
• Blog: 4:06 time on site / 5.68 pages per visit
• Twitter: 1:41 time on site / 3.33 pages per visit
SOCIAL MEDIA + TRAVELWISCONSIN.COM
1: It is important to note that these channels didn’t exist for the brand four
years ago. They have now become some of the top traffic drivers to the site,
referring hundreds and thousands of consumers to our brand daily.
69Emerging + Social Media: Introduction to Social Media Strategy
Measuring SuccessCASE STUDY: TRAVELWISCONSIN.COM
CHALLENGE:
Increasing brand engagement correlates with increasing ROI. Result? 6:1 ROI.
CLASS ASSIGNMENT
WK 3: SEPTEMBER 16, 2015
70Emerging + Social Media: Introduction to Social Media Strategy
71Emerging + Social Media: Introduction to Social Media Strategy
Class AssignmentSEPTEMBER 16, 2015 // DUE: SUNDAY, SEPTEMBER 20 @ NOON
ASSIGNMENT
Reverse Social Media Strategy
• Pick a brand.
• In a blog post: • Analyze the brand’s social media efforts across all channels covered in Week 2.
• Consider: What type of content are they producing? How are they engaging with customers?
How often are they publishing content? Are they promoting content? What do you like and
dislike? • Based on your analysis, outline the basics of the brand’s strategy:
• What is the brand’s goal?
• What is the brand’s objective?
• What is the brand’s strategy?
• What are the brand’s tactics?
• Blogging Basics: • Include 2 pieces of media in your blog post. • Share your blog post in a comment on the weekly thread in the Facebook group. • Share your blog post on Twitter with #ADPR4300. • When you share your blog post, include a call-to-action / reason to click. • Comment at least 2x on other students blog posts. • Approve and respond to comments on your blog post.