engaging your target audience on socialraleighinboundmarketing.co/wp-content/uploads/2017/10/... ·...

Engaging Your Target Audience

On Social Media

KenWoodFounder/CEO

ROARMarketingConcepts,LLC

YourPresenter…

KenWood

25+YearsofMarketingExperience• IndustryExpertise

Ø SoftwaredevelopmentØ IT/NetworkingØ Energy/ElectricPower/Renewables

• EducationØ MBA,UniversityofNorthCarolina- ChapelHillØ MSEE,WorcesterPolytechnicInstituteØ BSEE,PurdueUniversity

• RecentSpecializationsØ DigitalMarketing,UniversityofIllinois-

Urbana/ChampaignØ ExceltoMySQL:AnalyticTechniquesforBusiness,

DukeUniversityØ SocialMediaMarketing,NorthwesternUniversityØ FoundationsofMarketingAnalytics,

EmoryUniversity

DigitalMarketing- AParadigmShift

Product Place

Price Promotion

4P’sofMarketing

Content Connecting

Community Curating

4C’sofSocial

TraditionalParadigm DigitalParadigm

TopicsForToday

• WhoIsYourTargetMarket?• WhereAreTheyOnSocialMedia?• HowDoWeEngageWithOurTargetMarketOnSocial?• HowDoWeMeasureOurSuccess?

EngagementVs.NurtureMarketing

Goal:SocialFootprintRelationship:AnonymousContent:WideappealReach:Widespread

Metrics:SocialAnalytics

Goal:SalesRelationshipRelationship:NurtureContent:RelevantReach:2-wayMetrics:Sales

Engagement Nurture

GettingToKnowYourTargetMarket

• Whatdotheycareabout?• Whataretheytalkingabout?• Whataretheirbusiness‘pains’?• Wherearetheylocated?–On-line–Off-line

• Howdotheygettheirinformation?

KeyTargetMarketConsiderations

“Passion”or“Trigger”Event

• Whatchallengesaretheyfacing?

• “Peer-to-Peer”engagementorseekinganexpert?

WhereAreTheyOnSocial?

• Onlinecommunities

• Socialnetworks• Mixoftext,audioandvisuals

TopicsofImportance?

• Whataretheydiscussing?

• Influencersand/orexpertsleadingthediscussion?

• One-wayortwo-wayconversation?

Type Media Topics

GettingToKnowYourTargetMarket• Whatistheirbuyingprocessforaproduct/servicelikeyours?

• WhatvaluewillyouprovidetomovethemthroughtheMarketingFunnel?

Value

Value

Value

Value

MarketingFunnel

TopicsForToday


SocialNetworks

NewsAggregators

VideoConnections

ThoughtLeaders

VirtualCommunities

IncreasingDiscussionFocus

TheSocialMediaPyramidFacebook,Twitter,LinkedIn,Google+

E-journals,E-magazines

YouTube,Vimeo

Newsletters,Blogs

Industry-relatedForums

SocialMediaMonitoringTools“Whatismytargetaudiencetalkingabouton-line?”

• Boardreader– Findingyourtargetaudienceon-line

• Hashtagify.me– Whatarethebest#hashtags tofollow?

• SocialMention– Realtimesocialmediamonitoringtool

• Klout– Determineyourownon-lineimpact

TopicsForToday


Maslow’sHierarchyofNeeds

DevelopSocialMessagingTestMessages Safety Belonging Esteem/Prestige Self-Actualization

MaslowFocusIwanttoavoidrisksoappealtomyconcernsaboutmissing

outormyneedtobesafe.

Embracemyneedtobeapartofthegroup.Iwanttoknow

whatmypeersknow

ThisMaslowlevelfocusesonourdesiretostandoutfromourpeersortohave"insideknowledge"thatmakesus

special

ThisMaslowlevelfocusesofachievingyourlifegoals.Itisthehighestlevelaspirationof

anindividual

Example1

Strategists,don'tbeleftbehind!Discoverhow#brandsembracethelatest#digital#trend:bit.ly/TjYP9E2

#marketing

StrategistsarefocusingtheirattentionondigitaldeotxLearnwhyatbit.ly/TjYP9E2

#marketing

Digitaldeotx isthenewesttrendinsocialbranding.Check

itoutatbit.ly/TjYP9E2#marketing

What'sthenewmantraforbrandstrategists?CheckoutmypostonNUSocialIMC's

blogatbit.ly/TjYP9E2#marketing

Example2

#Digital#marketingisconstantlychanging.Discoverhow#brandsembracethelatest#digital#trend:

bit.ly/TjYP9E2

#Digital#strategiesarestudyinghow#brandsembrace#digital#[email protected]/TjYP9E2#strategy

#strategist

#Businessesusing#digital#[email protected]/TjYP9E2#management

#strategy

Positionyour#organizationforthe#future.Seehow#digital#[email protected]/TjYP9E2

#strategy#CEO#CFO#strategist

A/BSplitTesting

TestMessages Safety Belonging Esteem/Prestige Self-Actualization

MaslowFocusIwanttoavoidrisksoappeal

tomyconcernsaboutmissingoutormyneedtobe

safe.

Embracemyneedtobeapartofthegroup.Iwanttoknowwhatmypeersknow

ThisMaslowlevelfocusesonourdesiretostandoutfromourpeersortohave"insideknowledge"thatmakesus

special

ThisMaslowlevelfocusesofachievingyourlifegoals.Itisthehighestlevelaspiration

ofanindividual

Example1

Strategists,don'tbeleftbehind!Discoverhow

#brandsembracethelatest#digital#trend:bit.ly/TjYP9E2#marketing@NUSocialMktg

StrategistsarefocusingtheirattentionondigitaldeotxLearnwhyatbit.ly/TjYP9E2#marketing@NUSocialMktg

Digitaldeotx isthenewesttrendinsocialbranding.

Checkitoutatbit.ly/TjYP9E2#marketing#NUSocialIMC

What'sthenewmantraforbrandstrategists?CheckoutmypostonNUSocialIMC's

blogatbit.ly/TjYP9E2#marketing#NUSocialIMC!

Example2

#Digital#marketingisconstantlychanging.Discoverhow#brands

embracethelatest#digital#trend:bit.ly/TjYP9E2

#Digital#strategiesarestudyinghow#brands

embrace#digital#[email protected]/TjYP9E2

#strategy#strategist

#Businessesusing#digital#detoxaresurginginthedigitalmarketplace.Learn

[email protected]/TjYP9E2#management#strategy

Positionyour#organizationforthe#future.Seehow#digital#detoxhelps@

bit.ly/TjYP9E2#strategy#CEO#CFO#strategist

A/BTestGridTimePeriod Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Morning4AMto10AM

#Techpros,don'tgetleftbehind!Discoverthe3reasonsfor

choosingyour#careerin#cleanenergy!

http://bit.ly/2ptX2JT

Findyournext#careerchallengein

#cleanenergy.3reasonswhyyoucan

findithere.http://bit.ly/2ptX2JT

A#careerin#cleanenergy givesyoudistinctadvantages.The3reasonsforthis

arehere.http://bit.ly/2ptX2JT

Whydosomany#techproschoose

#cleanenergy asa#career?The3reasons


#Techpros,don'tgetleftbehind!Discoverthe3reasonsforchoosingyour#careerin

#cleanenergy!http://bit.ly/2ptX2JT




A#careerin#cleanenergy givesyoudistinctadvantages.The3reasonsforthisare

here.http://bit.ly/2ptX2JT

Afternoon10AMto4PM

#Cleanenergy jobsarecallingforyou!

Discover3reasonswhyyoushouldanswer.http://bit.ly/2ptX2JT

3Reasonswhy#techprosshouldseriouslyconsidera#careerin

#cleanenergy.http://bit.ly/2ptX2JT

Makeyourcontributionto#cleanenergy by

makingityour#career.Hereare3reasons

why.http://bit.ly/2ptX2JT

#Cleanenergy isthenextwave!Discover3reasonswhyyour#careerstartshere.http://bit.ly/2ptX2JT

#Cleanenergy jobsarecallingforyou!Discover3reasonswhyyoushould

answer.http://bit.ly/2ptX2JT




makingityour#career.Hereare3reasonswhy.http://bit.ly/2ptX2JT

Evening4PMto10PM

A#careerin#cleanenergy givesyoudistinctadvantages.The3reasonsforthis





#Techpros,don'tgetleftbehind!Discoverthe3reasonsfor

choosingyour#careerin#cleanenergy!





A#careerin#cleanenergy gives

youdistinctadvantages.The3reasonsforthisare

here.http://bit.ly/2ptX2JT




#Techpros,don'tgetleftbehind!Discoverthe3reasonsforchoosing

your#careerin#cleanenergy!


LateNight10PMto4AM


makingityour#career.Hereare3reasons

why.http://bit.ly/2ptX2JT


#Cleanenergy jobsarecallingforyou!

Discover3reasonswhyyoushouldanswer.http://bit.ly/2ptX2JT



Makeyourcontributionto#cleanenergy bymakingityour

#career.Hereare3reasonswhy.



#Cleanenergy jobsarecallingforyou!Discover

3reasonswhyyoushouldanswer.


BuildingASocialMediaStrategy

Long-tail

Medium-tail

Short-tail

DevelopingASocialMediaCalendar

Long-tailed[Selected,targetedcommunications}

ProductlaunchesTradeshowboothPrintPRPrintAdsTVInfluentialBloggersIn-storePromotionsOn-groundpromotions

Medium-tailed[Morefrequent– weekly/biweekly]

BannerAdsE-journalarticlesE-magazinearticlesE-mailCampaignsCommunitySitearticlesFacebookAdsVideos

Short-tailed[daily/multipledaily]

FacebookTwitterLinkedInGoogle+Social&NewsAggregatorsInfluentialBloggersCommunityforumsanddiscussionboardsPPCadvertising

OutboundMarketingTools“HowdoIreachouttomytargetaudience?”

• MailChimp– E-mailmarketingcampaignsmadeeasy

• HootSuite– Socialmediamonitoringandplanningtool

• Blogger– Greatbloggingsite

• LinkedIn– Joinandparticipateingroupdiscussionswithyourtargetaudience

• Facebook• Twitter

TopicsForToday


QuestionsWeShouldAsk…

“Whatshouldbethegoal(s)ofmymarketingactivities?”

“WhatshouldImeasuretodetermineifIammovingtowardmygoal(s)?

“WhatkeyperformanceindicatorsshouldItracktogaugemyprogress?”

Let’sRevisittheMarketingFunnel

Value

Value

Value

Value

KPIs

KPIs

KPIs

KPIs

KPIs

Awareness&EngagementKPIs• Websitetraffic– Numberofvisits

• Unique• Repeat

– Wherefrom?• PaidSearch• OrganicSearch• E-mailcampaign• Linksfromothersites

– Pagesvisited– Timeonpage– Visitorsshareyourcontent?– Bouncerate

Awareness&EngagementKPIs• Doprospectsansweryour“CallsToAction”?• Downloade-book,whitepaper• Watchvideo• Providename,e-mailaddress

• Visitstoyourblogsite• Socialmediafollowers• Industrytradeshows– 1-on-1meetingswithkeycustomerdecisionmakers

– “KeepInTouch”strategymetrics

Discovery,Purchase&RetentionKPIs• ContentStrategy– Seminars,webinars– Casestudies– Customerreferences/testimonials– Productinformation– Specialoffers

• Customersurveys• Loyaltyprograms

ConversionAttribution

Questions?ThanksForYourAttention!

ROARMarketingConceptsLLCwww.roarmarketingconcepts.com

engaging your target audience on socialraleighinboundmarketing.co/wp-content/uploads/2017/10/... ·...

Documents