Social Media Marketing, Listening, Advertising & Analytics

DEVELOPING A SOCIAL MEDIA STRATEGY

@MackeyLeah 2

WHO AM I?

Leah (Mackey) SchultzDirector of Social Media Operations at ACS Advertising, in Brentwood, TN

Connect with me:Twitter.com/MackeyLeah

linkedin.com/in/leahmackeyLeahfmackey@gmail.comhttps://leah.populr.me/

@MackeyLeah 3

FIRST THINGS FIRST – TONIGHT’S HASHTAG

#OneNightWithLeah

#XanaxIsYourFuture

#LearnHowToUseExcelForTheLoveOfGod

#ZuckerbergWontTakeMyCalls

#LeahDoesBelmont

#NoIwontMakeYouGoViral

#StopTweetingBoringShit

#MyParentsHaveNoIDeaWhatIDoForALiving #PleaseSendVodka

#LessonWithLeah

#SocialMediaAndSparkles

#PartyAndBullSchultz

#HolySchultz

#DrGParty

@MackeyLeah 4

SOCIAL MEDIA MARKETER

What my friends think I do. What my mom thinks I do. What society thinks I do.

What my clients think I do. What I think I do. What I actually do.

@MackeyLeah 5

AGENDA

• Intro/video

• What?

• Why?

• How?

• Measurement / KPIs

• Social Advertising

• Tools & Extras

@MackeyLeah 6

SOCIALNOMICS - VIDEO

http://youtu.be/zxpa4dNVd3c5th version of the world's most watched social media video series "Social Media Revolution.” Written by international

keynote speaker and best selling author Erik Qualman (Socialnomics, Digital Leader, Alex Azure & Forbidden Door)

@equalman

@MackeyLeah 7

WHAT DO WE HAVE HERE?

Social Media is a way marketers can engage in

TWO-WAYconversations with their target audience.

?????????

WHY AM I DOING THIS?

@MackeyLeah 9

WHAT CAN SOCIAL MEDIA OFFER?

• Visibility / Branding

• Virtual Networking

• Lead Generation

• Social CRM / Customer Care

• Market Research

• Competitive Analysis

• Added SEO Value

• Identify Influencers

• Information Sharing

• Track Industry News

• E-Commerce

• Digital Display Ads

• Employee Recruiting & Retention

Everyone.

WHO CARES?

@MackeyLeah 11

SOCIAL MEDIA TODAY

73%of online adults using

social networking sites (up 10% from previous year).

90%of marketers use

Facebook ads.

Facebook has

1.01 Billion

mobile monthly active users as of March 31, 2014.

17%of online adults use Instagram (up from 13% in late 2012).

85%

of marketers have no plans to use Snapchat.

Twitter has

255Mmonthly active users.

Sources: Scarborough & Pew Research Center 2013; Twitter 2014, Facebook 2014

WHY SHOULD I GIVE A DARN?

@MackeyLeah 13

WHY SHOULD I GIVE A DARN?

Percent of social media users who participate in the following at least once per month on social media sites:

Hear others’ experiences

Learn about brands, products, services

Compliment brands

Express concerns or ask question about brands/services

70%

65%

53%

50%Source: Nielsen 2012

Source: Nielsen 2012

@MackeyLeah 14

WHAT MAKES THIS IMPORTANT?How will you know if your efforts are effective if you don’t measure your activity?

Referring Traffic

Mobile

Fish Where The Fish Are

Host The Conversation in a Controlled Environment

Develop A Community: Virtual WOM

Transactional

Measurable SEO

DEFINE, REVIEW, REFINE

GOAL SETTING

@MackeyLeah 16

GOAL SETTING: ATTAINABLE & MEASURABLE

Must know what you are trying to achieve before you can develop a strategy to achieve it!

Think short & long term

Set aggressive, yet attainable goals

Don’t set goals that you can’t (or don’t plan to) measure for success

Periodically review and adjust

Social media is a marathon, not a sprint

@MackeyLeah 17

ACTIONABLE GOALS

What action do you want your audience to take?

Sign-Up / Subscribe

Consideration

Buy Something

Like, Follow, Comment, Share, +1

Peer Interaction

Download

Give Feedback

Self-Service

So many networks, so little time

CHANNEL SELECTION

@MackeyLeah 19

QUALITY OVER QUANTITY

• It is better to be awesome on fewer channels than to be mediocre on many.

• Exception: Google+

• Know your audience

• Cross Promote

@MackeyLeah 20

SELECT BASED ON GOALS

MARKETING INFORMATION BROADCASTING E-COMMERCE

DEALS, COUPONS,

PROMOTIONSSEO BRAND

AWARENESSCUSTOMER

CARE Ads Sexting

Facebook P P P P P P P P

Twitter P P P P P P P

YouTube P P P P P

LinkedIn P P P P P

Pinterest P P P P P P

Instagram P P P

Google+ P P P P P

Blogs, Tumblr P P P P P P P

Flickr, Etc. P P

Email P P P P P P

Podcasting P P P

Webinars P P P

Snapchat P

Creation, Curation, & Calendars

CONTENT PLANNING

@MackeyLeah 22

PEOPLE DON’T SHARE BLAH

Photo cred: http://www.flickr.com/photos/obeyken/4869449359/

@MackeyLeah 23

TECHNIQUES

• Content is still KING:

• Feed your audience & feed the search engines

• Original: content marketing

• Curated: sharing content created by others

• Always use content calendars

• Post content that evokes a reaction

Really?16%

Sad10%

Awesome37%

Ha!14%

Wow23%

Source: News.me http://goo.gl/WjCTl

What Makes People Share Your Content?

@MackeyLeah 24

CREATING ORIGINAL CONTENT

• Blogging – position yourself as the expert

• Utilize thought leaders and subject matter experts within your organization

• Utilize guest bloggers

• Guest blog for others

• Human interest content

• Company News / Events

• Behind the scenes

• Infographics

• Rich media conquers all: photo, audio, VIDEO

• Include calls to action in posts

@MackeyLeah 25

CURATING & SHARING

• Industry news

• Leading publications

• Identify influencers

• Legitimizes your expertise

• Reciprocation

• Convenience of the share buttons

• Always give credit / site author

@MackeyLeah 26

CALENDARS

• Holidays

• Weekly vs. Monthly

• Topical (Throwback Thursday, Motivational Monday, ETC.)

• Repurposing previously created content that is still relevant

• Be purposeful; don’t post just to post

• Consider time of day that is best to reach your target audience

@MackeyLeah 27

FREQUENCY

• There is no magic # of posts you must write every month

• Basic Rule of Thumb:

• Post relevant content on a regular schedule.

• Content is still KING

Facebook: 20 - 40 x per month

Twitter: 30 - 60 x per month

YouTube: at least 1 x per month

Blogs: 4x per month

LinkedIn: 2 x per week

Google+: 2x per week

Baseline Recommendations:

***I repeat: There is NO magic #!***

@MackeyLeah 28

VISUAL CONTENT

Tweets with image links have engagement rates two times higher than Tweets without image links.

Facebook: 20 - 40 x per month

Twitter: 30 - 60 x per month

YouTube: at least 1 x per month

Blogs: 4x per month

LinkedIn: 2 x per week

Google+: 2x per week

@MackeyLeah 29

VISUAL CONTENT

Facebook posts with photos out perform text only posts.

Facebook: 20 - 40 x per month

Twitter: 30 - 60 x per month

YouTube: at least 1 x per month

Blogs: 4x per month

LinkedIn: 2 x per week

Google+: 2x per weekLikes Comments Click-Throughs0%

20%

40%

60%

80%

100%

120%

53%

84%

104%

(Source: http://bit.ly/1dhePqM)

@MackeyLeah 30

SAMPLES OF ENGAGING CONTENT

https://twitter.com/adidasHoops/status/306436412461432832

https://twitter.com/adidasHoops/status/307156711804899328

LISTENING

Monitoring For Brand Mentions & Sentiment

@MackeyLeah 32

WHAT IS SOCIAL LISTENING USED FOR?

Social

Listening

Market Research

68%

Crisis Identification

61%

Market Share Measurements

57%

Influencer Marketing

57%

Customer Support

46%

Lead

Generation

22%

Competition & Brand Tracking

82%

Source: Forrester Research Trends

@MackeyLeah 33

WHAT IS BEING SAID?

Source: Forrester Research Trends

Positive Neutral Negative

Questions

Compliments

Complaints

Reviews

Facts, Speculations, Opinions

Stories / News

@MackeyLeah 34

NOW WHAT?

Source: Forrester Research Trends

Ignore&

Do NothingTake Control

Your Options

@MackeyLeah 35

SAMPLE POSTS ACQUIRED BY LISTENING…Example: McDonald’s

Thinking of trying a flavored coffee from McDonald's this morning....any suggestions?

I want to try a smoothie from McDonalds but I might not like it.

@McDonalds: In honor of National Chocolate Milkshake Day, I’m dipping my fries in my shake. Do you have a unique

way of enjoying yours?

Should I try the mango pineapple smoothie from McDonald's ?

I hate when McDonalds sneaks those tiny little onions on your burger.... Gross.

Dear McDonald's, thank you for the knife & fork you included with my fruit & walnut snack tray. But may I

make a suggestion? Would you please include a spoon in the packet, too? I mean seriously, how else am I

supposed to eat the rest of the yogurt out of the tray once all my fruit is gone?? A knife & fork don't really

work for that. Just sayin'...

Hello people of Bradford, before you decide to go to Bradford Mcdonalds you might want to think twice and go

somewhere else. Rumors are where you get your lattes and or smoothies and your drinks, in the corner where

the drinks are being made you'll find cockroaches, when there is one cockroach you know that there has to be

more of them, my suggestion to you is take you and your family elsewhere to eat…be safe.

@AndrewSnedeker: @McDonalds Dipping my nuggets in my shake. It is different but the contrasting sweet & savory and

the hot & cold are GREAT!!!!

RESPONDING & ENGAGEMENT

Closing The Loop

@MackeyLeah 37

THE PROCESS

Identify engagement

opportunities

Leverage Subject Matter

Experts / Departments

Respond in near real-time

Measure & Track

Customer Care Sales ITPR Marketing

@MackeyLeah 38

THE RULES OF ENGAGEMENT

• Respond to direct questions, complaints and comments that require it

• Ask your audience for feedback

• Be prepared for the positive & the negative

• Do not delete negative posts; use them as an opportunity

• The 2 most important things you can say on social media: “thank you” & “I’m sorry”

• Do not feed the trolls!!

MEASUREMENT

Closing The Loop

@MackeyLeah 40

METRICS

• Volume - # of posts, mentions

• Sentiment / Tone - positive, neutral, negative, mixed

• Workflow - actions taken with a post by the brand: replied to, starred, saved, RT’d, liked, hidden, etc.

• Influencer Identification - what is the potential reach of the author?

• Classifications - questions, reviews, complaints, compliments, general mentions

• Fans, Followers, Subscribers

• Engagement - Likes, Re-tweets, favorites, +1s, comments

• Search marketing & page rankings

• Success Stories (non-quantifiable wins)

• Identify Trends (product/service releases, news, FAILS)

• The bottom line is that you need to decide which metrics matter most for your brand and pay attention to those.

@MackeyLeah 41

THE ROI QUESTION

Things we should ask the ROI question about before social media: http://goo.gl/Tl5N6

@unmarketing

@MackeyLeah 42

A BETTER ROI QUESTION

“Not everything that counts can be counted, and not everything that can be counted counts.” –Albert Einstein

“The ROI of social media is that in five years your company will still exist.” –Erik Qualman, Socialnomics

What is the COI?(cost of ignoring)

@MackeyLeah 43

THE ROI QUESTION – FOR REAL

Metrics that you can tie a real number to and show ROI

• Conversion Rate (sales directly attributed to digital marketing campaigns)

• Cost Savings

• Lead Generation / Audience list growth

• Social CRM / Customer Care

• Search Marketing & Page Rankings

• Referring Traffic

• Employee Recruitment & Retention

Ol’ faithful:ROI = [(Gains – Costs) / Costs] x 100

The tools behind the data

HOW THE FREAK DO I DO THIS?

@MackeyLeah 45

SOCIAL MARKETING

10 Step Strategy

1. Audit your current social footprint2. Research your competitors and target audience3. Identify goals4. Start listening

Planning

Production5. Select your weapons6. Develop content calendar7. Launch

Activation8. Engage9. Measure10. Refine

Pay-To-Play

SOCIAL ADVERTISING

@MackeyLeah 47

WHAT IS SOCIAL ADVERTISING?

Advertising that relies on social information or networks in generating, targeting, and delivering marketing

communications.

These consist of ads that are highly targeted and seamlessly integrated into a user's social media experience. They are

often nearly indistinguishable from organic content.

Generally social ads are distinguishable from organic content by their placement, or with a logo/notation saying

“sponsored” or “promoted.”

@MackeyLeah 48

SOCIAL ADVERTISING VS. SEM

Search Engine Marketing

Social Advertising

Targets passive candidates in their natural environment.

Behavioral based

Billing options: per click, engagement, follow, like

Ads can contain social context(like, share comment, RT)

Ads served based on interest/behavior, opportunity for additional impression

frequency

Targets active audience who is actively searching for opportunities on search engines.

Keyword based

Billed per click or impression

Ads do not contain social context

Ads served based on search queries

@MackeyLeah 49

SOCIAL ADS NETWORKS

Currently Available In Beta or Coming Soon

*The "+Post" ads will run on Google Display Network. The ads look just like Google Plus posts but appear outside the network. Despite the introduction of the unit, Google+ itself will remain ad-free. (for now!)

*via promoted Tweets

@MackeyLeah 50

U.S. SOCIAL MEDIA AD SPENDING FORECAST

$11B

@MackeyLeah 51

SOCIAL AD BUDGETS

Percentage of 2012 Online Budget Dedicated to Social Media Advertising

Source: Nielsen 2013

@MackeyLeah 52

WHERE DEM DOLLAZ AT?

Source: Nielsen 2013

Increase64%

Decrease2%

Stay The Same34%

Advertiser Outlook for Paid Social Ad Budgets

1-10% 11-20% 21+%

Paid Social Ad Budgets Will Grow By…

@MackeyLeah 53

WHERE DEM DOLLAZ AT?

Source: Nielsen 2013

None, it has it's own dedicated

budget41%

From Online Display

23%

From Other Online

Channels10%

From Offline Channels

39%

@MackeyLeah 54

THE BIG TWO

$

$

$

$

$

@MackeyLeah 55

OBJECTIVES - TWITTER

Pop Quiz:How much does a Promoted Trend

cost?

@MackeyLeah 56

OBJECTIVES - FACEBOOK

Facebook

@MackeyLeah 57

OBJECTIVES – PREMIUM ADS

Pop Quiz:How much does a Facebook Log Out Page Premium Ad

cost?

@MackeyLeah 58

SOCIAL ADVERTISING BENEFITS

Advanced Targeting

Social Networks have high engagement – Americans spend an average of 12

hours/month on social networks

Complements marketing mix

Easy to measure

ROI

Easy to optimize

Pay-to-PlayOrganic vs.

Paid

In-stream native ads look, feel, and function seamlessly across mobile and desktop

Social networks have scale - enormous user bases and deep

databases.

@MackeyLeah 59

TARGETING OPTIONS

Cconnections (friends of friends)Relationship

Status

Location

Gender Device

Network (wifi?)

Inclusion or Exclusion of Current Fans/Followers

Behaviors / Interests / “Engaged With”

Workplace

ReligionLife Events

Income

Religion AgePolitical

Affiliation

Education

Movies you’ve

watched

Music you’ve listened to

Books you’ve read

Places you’ve

checked in

OMGSTAAAHHHHP!!!

(This is getting intense! And AWESOME!)

@MackeyLeah 60

AD COMPONENTS

What is your business?

What is your message?

What is your visual asset? (photo/video)

What action do you want your audience to take?

1

2

3

4

12

3

4

12

3

4

@MackeyLeah 61

AD PLACEMENT

1. Mobile News Feed2. Desktop News Feed3. Right column of Facebook

(RHS)

1. Mobile Timeline2. Desktop Timeline3. Left hand column of Twitter

in the “Who to follow” section.

@MackeyLeah 62

THE PROCESS

Adjust

Make adjustments

based on results

Create

Craft ads with engaging copy

& creative

Optimize

Create combos of targeted audiences

Reporting

Analyze the metrics and

KPIs that matter to your

business

@MackeyLeah 63

Resources

EXTRAS

@MackeyLeah 65

MONITORING

Paid/Enterprise

• Salesforce Radian6

• Sysomos

• Attensity

• Alterian SDL

• Crimson Hexagon

• Visible Technologies

• UberVU

• Argyle

Free

• Social Mention

• Topsy

• Twittercounter.com

• Google Alerts

• Facebook Insights (for Pages)

• twitter.com/search

• crowdbooster.com

• There are many tools that exist, it seems as if there is a new social media monitoring solution that pops up every day. With a crowded space, competition among tools pushes each platform to evolve at a rapid pace.

• Tools are just that, tools. It is your expertise that brings the real value.

About a million others. Great list at: http://goo.gl/DXteG A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/

@MackeyLeah 66

PUBLISHING

Paid/Enterprise

• Spredfast

• Salesforce BuddyMedia

• Sysomos

• Hootsuite Enterprise

• Sprout Social

• Argyle

• Hubspot About a million others. Great list at: http://goo.gl/DXteG

A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/

Free

• Social Mention

• Topsy

• Twittercounter.com

• Google Alerts

• Facebook Insights (for Pages)

• twitter.com/search

• crowdbooster.com

• Bufferapp.com

@MackeyLeah 67

COOL TOOLS (AND FREE!)

• IFTTT.com

• Tweet Stats

• Refollow.com

• Tweetreach.com

• Twitterfall.com

• Visibletweets.com

• Klout.com

• Twistori

@MackeyLeah 68

MAJOR PLAYERS – SOME OF MY FAVSTHIS LIST COULD GO ON AND ON

• 100 best Twitter feeds for all kinds of news http://j.mp/uR0xy

• @unmarketing

• @equalman

• @MariSmith

• @SocialMediaClub

• @markwschaefer

• @jaybaer

• @problogger

• @JasonFalls

• @smexaminer

• @ThisIsSethsBlog

• @mashable

• @Charmin (seriously.)

Nashville:

• @SMCnash

• @nashvillebiz

• @SouthernAlpha

• @nashchamber

• @nashtechcouncil

@MackeyLeah 69

SUGGESTED READING

Blogs

• http://mashable.com/

• http://www.socialmediaexaminer.com/

• http://www.allfacebook.com/

• http://www.mediabistro.com/alltwitter/

• http://alltop.com/

• http://www.readwriteweb.com/

• http://thenextweb.com/

• http://techcrunch.com/

• http://thebrandbuilder.wordpress.com/

• http://www.socialmediaexplorer.com/

@MackeyLeah 70

SUGGESTED READING

Books

• Unmarketing – Scott Stratten

• The Tao of Twitter – Mark W. Schaefer

• Socialnomics – Erik Qualman

• Social Media Analytics – Marshall Sponder

• The NOW Revolution – Jay Baer & Amber Naslund

• No Bullsh*t Social Media – Jason Falls & Erik Deckers

• Content Rules – Ann Handley & C.C. Chapman

• Wikibrands – Sean Moffitt & Mike Dover