![DIGITAL EXECUTIVEADVICE ON SKILLS TO DEVELOP
Eric Williamson
SVP Social & Digital
Mullen Lowe
“Spend time as a community manager (internship) + learn the fundamentals of marketing strategy
(especially comms strategy basics) + learn how paid media/ paid social works.
As part of the media & strategy fundamentals make sure you learn how to look at data (performance
data, audience behavior, etc) to find insights. You don't need to be an analyst but you need to know
how to identify insights and ask the right questions.
[Also] learn paid social -- different game. How it works, the options out there per platform, which
ones to use for which KPI (reach, engagement, traffic), how to target audiences.”
Mike Cearley
SVP/Sr. Partner, Social
Fleishman-Hillard
“
“you'll never figure it out. That's the great thing about the work we do in the world we live in -
it's constantly changing so 'figuring it out' is all about your belief in principles, regardless of
technology - mine are the unrelenting focus on relationships and storytelling.”
“
“When considering recommending a social media strategy along with a digital marketing
strategy, it is important to considerthe brand and its commitment to effective social media.
Questions to ask are, is the brand willing/capable to provide the necessary infrastructure to
support effective social media? Does social have an effective "play" with the brand and how
will you measure the ROI?”
Kathleen Burr
SVP/Client Partner
Rockfish Interactive](https://image.slidesharecdn.com/powerofsocialmedia-160921172053/75/Power-of-social-media-53-2048.jpg)
Uploaded byLin Humphrey, Ph.D.
Power of social media
This document discusses the power of social media and its role in digital strategies. It covers several topics related to social media, including why companies use social media, how Facebook remains popular among millennials but new platforms are emerging, the importance of social customer service, influencer marketing, location analytics, and how to become a social media expert. The document provides advice from digital executives on skills to develop, such as learning the fundamentals of marketing strategy, paid media, analytics, and staying up to date as the field constantly changes.
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- 1. THE POWER OFSOCIAL MEDIA Lin Humphrey, Ph.D.
- 2.
- 9.
- 10. SOCIAL MEDIA ASPART OF DIGITAL STRATEGY Source: Gartner WHY SOCIAL MEDIA
- 11. Source: Gartner WHY SOCIALMEDIA SOCIAL MEDIA AS PART OF DIGITAL STRATEGY
- 12. Source: SAS SOCIAL MEDIAIS A CORE COMPONENT OF THE CUSTOMER JOURNEY WHY SOCIAL MEDIA
- 13.
- 14. IS FACEBOOK STILLCOOL? Johnny Millenial DISCUSSION QUESTION WHY SOCIAL MEDIA
- 15. FACEBOOK STILL RULES ▸It leads penetration of for millennials WHY SOCIAL MEDIA
- 16. FACEBOOK STILL RULES ▸It leads penetration of for millennials ▸ It leads amount of time spent by millennials WHY SOCIAL MEDIA
- 17. ▸ It leadspenetration of for millennials ▸ It leads amount of time spent by millennials ▸ But its sister property beats it in engagement FACEBOOK STILL RULES, BUT ITS SIBLING ROCKS Source: BrandWatch WHY SOCIAL MEDIA
- 18.
- 19. ▸ It leadspenetration of for millennials ▸ It leads amount of time spent by millennials ▸ But its sister property beats it in engagement ▸ And smart marketers have to watch emerging platforms COMPETITORS ARE EMERGING WHY SOCIAL MEDIA
- 20. ▸ It leadspenetration of for millennials ▸ It leads amount of time spent by millennials ▸ But its sister property beats it in engagement ▸ And smart marketers have to watch emerging platforms ▸ And the graveyard AND THE GRAVEYARD GROWS WHY SOCIAL MEDIA
- 21.
- 22.
- 23.
- 24.
- 25. SOCIAL CUSTOMER SERVICE- (& PR)
- 26. INFLUENCERS & INFLUENCEMEASUREMENT
- 27. Which do consumerstrust most? A. Brands B. Celebrities C. Strangers Discussion Point RATINGS & REVIEWS Daboll, P. (2011, January). Ad Age.
- 28. Which do consumerstrust most? A. Brands B. Celebrities C. Strangers Discussion Point RATINGS & REVIEWS Daboll, P. (2011, January). Ad Age. 👍
- 29. INFLUENCE MEASUREMENT &INFLUENCER MARKETING http://www.adweek.com/socialtimes/why-influencer-marketing-is-the-new-content-king-infographic/618187
- 30. INFLUENCE MEASUREMENT &INFLUENCER MARKETING 🚫 TheShelf.com ▸ Errors - the influencer makes a dumb mistake ▸ Omissions - the influencer does not disclose adequately they are paid.
- 31. INFLUENCE MEASUREMENT &INFLUENCER MARKETING $1.3 million/year* 💰💰💰💰
- 32. INFLUENCE MEASUREMENT &INFLUENCER MARKETING
- 33. INFLUENCE MEASUREMENT &INFLUENCER MARKETING ▸ Influence measurement ▸ Identifies influencers for product trial ▸ Delineates strong voices for customer service escalation ▸ Can supplement lifetime customer value as a metric of customer prioritization ▸ Metrics today are flawed, so opportunities exist.
- 34. INFLUENCE MEASUREMENT &INFLUENCER MARKETING ▸ 120 free flights + 140 party participants = 7.4 million impressions! 👀❗️❗️❗️
- 35. ▸ Betabrand ▸ Drivesword of mouth through encouraging selfies ▸ Enjoys phenomenal re-purchase and word of mouth rates. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
- 36. ▸ Betabrand ▸ Drivesword of mouth through encouraging selfies ▸ Enjoys phenomenal re-purchase and word of mouth rates. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
- 37. LOCATION & LOCATIONANALYTICS
- 38. ▸ Location Servicesare here to stay LOCATION
- 39. LOCATION ▸ Foursquare/Swarm engagesusers with gamification and rewards
- 40. ▸ Foursquare/Swarm Drivescrowdsources location reviews & tips LOCATION
- 41. ▸ Foursquare/Swarm createsand licenses a rich repository of location data LOCATION
- 42. ▸ Foursquare/Swarm predicteconomic events based on virtual foot traffic LOCATION
- 43. ▸ Location Servicesare here to stay LOCATION
- 44. ▸ Location Serviceshelp with predictive analytics LOCATION
- 45. BECOME A SOCIALMEDIA NINJA
- 46. ▸ Think ofcustomer journeys and micromoments, not the traditional funnel (strategy matters) ▸ Have a solid bookshelf ▸ Subscribe to top thought leaders (email and Twitter) ▸ Seek good solid career advice from industry leaders BECOME A SOCIAL NINJA
- 47. THINK BIG WITHAN IMC & CUSTOMER JOURNEY PERSPECTIVE Source: Kate Sukpisan
- 48. ▸ How tobuild a career and manage a personal brand via social media ▸ Former DKNY SVP of Communications Aliza Licht
- 49. ▸ The powerof marketing using advertising from social media platforms and display/search advertising. ▸ Written by top execs from cutting edge data/analytics agency Merkle.
- 50. ▸ Simple explanationof the capabilities in analytics most marketers do not fully exploit. ▸ Written by top execs from cutting edge data/analytics agency Merkle.
- 51. ▸ Concise explanationof how firms can manage customer relationships and customer journeys through a holistic data program using internal and aggregated data sources ▸ Written by CEO from cutting edge data/analytics agency Merkle.
- 52. LIN’S MUST SUBSCRIBEEMAILS, BLOGS, TWITTER ACCTS
- 53. DIGITAL EXECUTIVEADVICE ONSKILLS TO DEVELOP Eric Williamson SVP Social & Digital Mullen Lowe “Spend time as a community manager (internship) + learn the fundamentals of marketing strategy (especially comms strategy basics) + learn how paid media/ paid social works. As part of the media & strategy fundamentals make sure you learn how to look at data (performance data, audience behavior, etc) to find insights. You don't need to be an analyst but you need to know how to identify insights and ask the right questions. [Also] learn paid social -- different game. How it works, the options out there per platform, which ones to use for which KPI (reach, engagement, traffic), how to target audiences.” Mike Cearley SVP/Sr. Partner, Social Fleishman-Hillard “ “you'll never figure it out. That's the great thing about the work we do in the world we live in - it's constantly changing so 'figuring it out' is all about your belief in principles, regardless of technology - mine are the unrelenting focus on relationships and storytelling.” “ “When considering recommending a social media strategy along with a digital marketing strategy, it is important to considerthe brand and its commitment to effective social media. Questions to ask are, is the brand willing/capable to provide the necessary infrastructure to support effective social media? Does social have an effective "play" with the brand and how will you measure the ROI?” Kathleen Burr SVP/Client Partner Rockfish Interactive
- 54. BE PREPARED FORTHE UNEXPECTED. LEARN EVERYTHING YOU CAN & KEEP LEARNING. Strategy Paid Platforms Community Mgmt Influencer Marketing Emerging Technology & Platforms Digital Transformation
- 55. QUESTIONS? COMMENTS? TWEETME! Lin Humphrey, Ph.D. @LinHumphrey