how to enhance your social media strategy
DESCRIPTION
Tips on how to improve your social networking strategy.For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/TRANSCRIPT
Google Confidential and Proprietary 1
Social media effectiveness
Wael GhonimHead of Marketing - MENA
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Social is not a channel. It’s how we live now.
Marketing is just catching up.
Laura LangCEO, Digitas
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Consumers Are Talking With And About Brands
have said something
good about a brand or
company on social sites
46%of tweets are free
brand advertising
20%of social network
users follow or fan
companies or brands
52%
Source:eMarketer 2009, Mashable 2009
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Strategy reviewSocial media effectiveness
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Your comprehensive social media strategy
1. Build an audience
2. Effectively Communicate with them
The metrics will follow…
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Build an audience
1. Go where the audiences are (quantity)
Youtube
Blogger
2. Build relationships within your target community (quality)
• Who is influential in your issue area? Who do they talk about?
• Continuously update them with news / stories / videos about your product
• Hear their voices and address their concerns / issues
• Engage them in fun activities relevant to your brand
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Focus on quantity: Big audience pools
Blogs
YouTube
MySpace
Email lists
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On these platforms and in social
media in general, people can
subscribe to you and thus
become your built-in audience.
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Focus on quality: Reach your community
• Do research
• Does your audience seem to congregate more heavily on one platform?
• Are there niche platforms that might appeal to your audience?
• Who are the big voices in your community, and where do they hang out?
• Reach out to influencers directly, or just start talking about them
• Stay relevant—nurture your relationships and community
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Remember: You can buy love
…via paid and earned media
• Google AdWords and other online advertising tools can help build
“subscribers”
• Big audiences are still in print and broadcast
• Drive them to your social media
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And finally: Put your audience to work
Ask your audience to help you meet your organizational goals.
• Tell their friends about your products
• Watch a video or see a photo or read a story
• RT / Embed video / Share link
• Answer a survey about a new product launch
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Do Fun Stuff!
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Learn from your metricsSocial media effectiveness
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The metrics follow…
Count your “subscribers”
• Your Facebook “fans”
• Your YouTube “subscribers”
• Your blog subscribers (FeedBurner)
• Your Twitter “followers”
Measure your influence
• Retweets, @ mentions and clicks on bit.ly links
• Facebook comments and likes
• YouTube views, ratings and video responses
Add up the results
• Dollars raised, hours volunteered, pledges made
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The metrics follow…
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Google Analytics
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Look for:
Top referrers
Top searches
Top content
Top locations
Set goals!
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Top referrers
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The metrics follow… what follows the metrics?
Learn what works best and where, and adapt
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The daily intelligence briefing
• Track your basic stats every day
• See what’s hot out there
• See what’s hot (or not) in your content
• Measure your ROI against your goals
• Staffing up for social media and earned media does have a cost.
• Paid media has a cost.
• Social media may mean lower paid media costs over time.
And there may be a higher upside.
• Evaluate these trends over time
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