emerging and social media: week three

WK 03. SOCIAL MEDIA STRATEGY

EMERGING + SOCIAL MEDIA, #ADPR4300

MARQUETTE UNIVERSITY

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

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2Emerging + Social Media: Introduction to Social Media Strategy

REVIEWING LAST WEEK

THOUGHTS ON YOUR ASSIGNMENTS


#ADPR4300 LEADERBOARD

WHO IS #WINNING ON TWITTER



#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



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

http://www.adweek.com/socialtimes/time-spent-online/613474

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 1

Q: TRUE OR FALSE: Facebook is beta testing out a “dislike” button?

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?

- As of February 2015 -

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 5

Q: What does UGC stand for?

QUESTION 5

Q: What does UGC stand for?

A: User Generated Content

QUESTION 6

Q: What are forms of UGC?

QUESTION 6

Q: What are forms of UGC?

A: Photos, stories, videos, etc.

QUESTION 7

Q: If you are trying to acquire UGC, what channels would you turn to?

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



Social Media StrategyA FRAMEWORK FOR SUCCESS

$ ♂ BROADCAST: ONE -WAY COMMUNICATION

& ♂ DIGITAL: TWO-WAY COMMUNICATION

' ( SOCIAL: MULTI-WAY COMMUNICATION

A SOCIAL MEDIA STRATEGY WILL PROVIDE DIRECTION, FOCUS, AND A METHOD TO MEASURE YOUR 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.



)

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?



)

Discover

• Your strategy should be informed by insights – which may be

collected through traditional research or a social intelligence

program.



)

Discover



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.



Awareness

Familiarity

ConsiderationPurchase Loyalty

The marketing funnel no longer represents the journey for most consumers.



CONSUMERDECISIONJOURNEY

Initial Consideration Set

Post-Purchase Experience

Active Evaluation Stage

Moment of Purchase



BRAND

AUDIENCE CATEGORY

PROMISE

CONTEXT

POSITIONING

ORGANIZINGCONCEPT



ORGANIZINGCONCEPT HAPPINESS



)

Discover



program.




• Your strategy should be designed to engage and inform the

consumer during those moments, building personal relationships

and strong communities.



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



)

Discover



program.




• 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.



IN-CLASS ASSIGNMENT



*

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.



IN-CLASS ASSIGNMENT



+

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.



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.




Initial Consideration Set

Post-Purchase Experience

Active Evaluation Stage

Moment of Purchase




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.




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

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"50 + 4



IN-CLASS ASSIGNMENT

SOCIAL MEDIA STRATEGY

CASE STUDY: WISCONSIN DEPT. OF TOURISM



Establishing a PlatformCASE STUDY: TRAVELWISCONSIN.COM

CHALLENGE:

Wisconsin Tourism was being outspent by Michigan Tourism by millions of dollars.

http://TRAVELWisconsin.com


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:




WISCONSIN

CATEGORYCONSUMER

MN

IL

MI

FUN

Fun is (surprisingly) differentiating positioning.




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.



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%


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.




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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).




Top Activities Travelers Use Their Mobile Devices for When Traveling

0

25

50

75

100

Photos Web Navigation News Games




Photo Uploads on Facebook by Day of Week

0

5

10

15

20

Sunday Monday Tuesday Wednesday Thursday Friday Saturday



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?




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?




MOST OF ALL, OUR CONTENT IS

FUN



Digital PresenceCASE STUDY: TRAVELWISCONSIN.COM



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.



Measuring SuccessCASE STUDY: TRAVELWISCONSIN.COM

CHALLENGE:

Increasing brand engagement correlates with increasing ROI. Result? 6:1 ROI.


CLASS ASSIGNMENT

WK 3: SEPTEMBER 16, 2015



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.

CLASS DISCUSSION

COMMENTS, QUESTIONS, ANSWERS
