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The Science Of Social Media Marketing
The document provides an overview of social media marketing and strategies for using various social media platforms. It discusses defining social media marketing and key platforms like social networks, blogs, Twitter, and multimedia content. It also outlines seven steps for planning and executing a social media campaign, including setting goals, defining team roles, branding and integrating elements, researching platforms, and documenting the process. Quantitative metrics for gauging success are also presented. The overall message is that an effective social media strategy requires ongoing maintenance across multiple platforms.
The Science Of Social Media Marketing
- 1. The Science of Social Media Marketing Ready to go viral?
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- 3. What is web 2.0? “We're moving away from 'users,' 'customers,' and 'shoppers.' Social media is bringing back the human element to all digital interaction.” ‐ ReadWriteWeb
- 4. Who is this for? Web 2.O geek, trend watchers Football fans Social Media Strategist Travelers Professionals • For all users! • Low investments
- 5. Key platforms : Be aware of the options, but don’t over commit Share Wikis and Store Online Blogs Collab. Visual Content Twitter Social Networks
- 6. Key platforms • Communication and Promotional Tools Multimedia Blogs – Social Networks Content – Blogs Social – Twitter Networks Twitter – Multimedia content (video / photos / ppt) • Organizational Efficiencies – Wikis / crowd source Share Online Wikis and – Share, access, store Store Collab. – Cloud‐collaboration
- 7. Social Networks • What is out there? • So I have a page, now what? – LinkedIn : ecosystem – Upload contacts – Facebook : friends – Spark two‐way conversations – Twitter : communications – Animation (blog, …) – Ning : organizations – MySpace : music
- 8. Networks PROFESSIONAL SOCIAL
- 9. Twitter • What is it? • Who uses it? – Permanency of blogging – The media – Utility of emailing – Politicians – Sociality – C‐level executives; decision makers – Agility of text – Brands and organizations • Why join? – Online influentials – Disseminate information – Converse and share – Build a network – Gain insights
- 10. Multimedia Content • Why you need it: • Why you need it: – A picture is worth… – A picture is worth… – Tell your story; create a – Tell your story; create a lasting resource lasting resource – Make it compelling; short – Make it compelling; short and and something you’d pass on something you’d pass on – Create assets to share with – Create assets to share with on and offline media outlets on and offline media outlets
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- 12. Blogs • Not “just a blog” – many • Permanent, but imperfect – many considerations: decisions: – Your organization’s blog – Software – Influencer blogs – Engagement strategy – Employee blogs – Message and positioning – Coalition / member blogs – Intelligence and tracking – Competitor / adversary blogs
- 13. Wikis • Why you need them: – Define the debate at point of research: Wikipedia • What are wikis? – Replace internal intranets – Collaborative resource – Create a puzzle‐piece mentality – Relies on “wisdom of the that encourages more crowds” participation and knowledge‐ – Not always accurate, sharing buuuuut…here comes – Enable easy access everybody! – Document evolution and keep definitions dynamic (e.g., of your issue / organization)
- 14. Share and • What tools are available? Store – Google Docs – Google Reader / RSS – Slideshare – Delicious – YouSendIt Docs – TinyURLs – “Share This” • Why you need them: – Cost effective ($0) – Accessible anywhere – Time‐saving – Searchable; can make public
- 15. Social Media Strategy
- 16. Why social media? • Lowers the transaction costs for individuals to organize, connect and discover • Corrects the asymmetry of information that often exists between brands and consumers • Online tools are, at their core, simple and effective; they help actualize things offline in a faster, more stream‐lined way • The online space allows for social capital, links, resources and information to be exchanged, stored and referenced ad infinitum • Supports and amplifies offline efforts
- 17. The 7 Steps to planning and executing a web 2.0 Campaign 1. Set goals 2. Establish team roles 3. Brand and integrate campaign elements 4. Scope, research, understand 5. Evaluate and select platforms 6. Document
- 18. ‐1‐ Defining a strategy ANALYZE –Providing Intelligence – Audits, Reporting, Analysis and Metrics – Wikipedia Monitoring and Management PROTECT – Helping Defend Your Issue – Monitoring and Reputation Management – Analysis, Assessment and Strategic Response PROMOTE – Moving Information – Digital Public Relations – Social Media Engagement – Search Engine Consulting and Optimization – Grassroots Messaging
- 19. Quantitative tools to gauge success • Basic metrics – Connections, fans, wall posts – Video views, comments and subscriptions – Visitors and link‐backs to your site and/or blog – Blog and Twitter buzz – quantity and impressions – Tonal reaction (positive/negative) – Benchmark reports (beginning/end; weekly/monthly) • Campaign‐dependent metrics – Actions taken – Voters, constituents, consumers – Launching point for future efforts
- 20. Quantitative tools to gauge success sitemeter.com (some bloggers display this on their sites) google.com/analytics (set this up if you are running a site, unique visitors for Facebook) compete.com (compare and evaluate web traffic) tweetstats.com & trackzor.com (stats from Tweeter / Facebook, MySpace) mybloglog.com (stats on Flickr, MySpace and Wordpress)
- 21. ‐2‐ Define team roles • Social Web Presence – Community Manager: Communicates on behalf of the campaign, under their own name, everywhere online – Brand Manager: Ensures that message and aesthetics are consistent across entire campaign (on and offline) – Analyst: Tracks, records and reports on campaign successes; helps recalibrate where needed
- 22. ‐3‐ Brand and identity guideline • Brand – Use the same graphic element – Use the Corporate Identity Guideline – Write a mission statement and tagline • Integrate – Store everything in the “cloud” (wiki, Google docs,…) – Connect what you are doing offline, online (and vice‐versa) – Lean on digital and social technologies to help you disseminate your message and connect with stakeholders
- 23. ‐4‐ Scope, research, understand • Scope the terms, issues and individuals you want to learn more about, engage and inform • Research the issues/people you are targeting – Google news and Google blog search – Technorati blog search – Live Journal (tend to be most personal) – MySpace (blog posts can be similar to LJ) • Understand the people you want to reach – Message analysis (what resonates?) – Look at “About” pages and bios – Prepare to reach out over email, Facebook, Twitter, Linkedin,…
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- 25. Cross‐media campaign Blogs Wikis LINKEDIN Multimedia Share Content and Store
- 26. ‐6‐ Document everything • There are two stories at play here – find a way to tell both – The one that you are working to articulate through the campaign itself: planned and under control – The one that is ‘behind‐the‐scenes’ / ‘making‐of’ experience: mainly uncontrolled ! Need community management!
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