10 essential elements of a mature social media marketing strategy - kent lewis
DESCRIPTION
10 Essential Elements of a Mature Social Media Marketing StrategyKent Lewis, Anvil MediaLike many businesses, you now have active profiles on Facebook, Twitter, LinkedIn and YouTube. Similar to other marketers, you’re now measuring the impact of social media marketing on your bottom line. If you’re in the same situation as everyone else, you’re also asking, “What’s next?” Kent Lewis, President & Founder of Anvil Media, will outline essential elements of a mature social media marketing strategy—from philosophy to analytics. You'll discover the most effective best practices for high ROI social media campaigns, and see and real-world examples based on detailed research and 14 years of experience developing social media strategies for clients. You'll leave this session with a framework to develop, refine and improve the ROI on your social programs.TRANSCRIPT
10 Essential Elements of a Mature Social Media Marketing Strategy
Presenter:@KentLewis
President & Founderwww.anvilmediainc.com
Agenda
State of Social10 Essential Elements of a Social StrategyEmployee Training & ToolsLooking AheadResources
About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing (SEM) services including web analytics, site conversion optimization, search engine optimization (SEO), pay-per-click (PPC) management, mobile and social media marketing.
Benefits of Social Media
Gain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue
Social Activity Expanding
So Are The Conversations
Social Tools For Business
Social Media As Customer Service
Measurement Methods
Who’s Tracking Social Media?
Increase in friends/followers/fans
Site traffic driven by social
Mentions
New leads generated
Sales
Key influencers and reach of messaging
Duration of engagement of period of time
-25.00% 0.00% 25.00% 50.00% 75.00%
66%
60%
39%
36%
28%
26%
22%
Percent of US Marketers who Track Social Media
Social Media Marketing Efficacy
Social Media Budget Trends
Platforms
10 Essential Elements of an Effective Social Media Strategy
1. Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty
2. Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant KPIs
3. Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Brand Manager” role
4. Content (Is King) Consistently high-value Original & unique Based on objectives & trends Incorporating reference points
5. Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!
6. Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing
7. Administration Privacy policy & legal disclaimer Properly secure profile access Properly secure profile data Prepare ORM contingency plan
8.Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses
9. Commitment Internal (and external) resources Budget for marketing & maintenance Consistent dedication over time Maintain strategic direction & focus
10. Critical Social Analytics 1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility and/or Sentiment
Employee Training & Tools
Sample Employee Guidelines
Be transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management
Solution: Hiring for Social Media
Ideal Education/ExperienceMarketing and/or communications degreeSociology or psychology or economics are helpful
Desirable SkillsProficient written and verbal skillsFamiliarity & experience with social/web platforms
Bonus TalentsHigh level of intuition and empathy (for customers)Passion for all things internet & technologyAbility to gain insights from reams of data
Solution: Social Media Training
Finalize & distribute Social Media GuidelinesIncorporate training into on-boarding processMandate training for employees touching socialSelect ambassadors for remainder of company
Provide initial training and professional developmentFoster employee interaction with ambassadorsEmpower ambassadors to host trainings
Share social results in company communications
Social Mention Individual searches or updates Tracks strength & sentiment Measures passion & reach
HootSuite Manage multiple profiles Schedule & measure tweets Integration with Google Analytics
Looking Ahead
Evolving Social Platforms
Don’t criticize, condemn, or complain.Give honest and sincere appreciation.Arouse in the other person an eager want.Be a good listener. Encourage others to talk about themselves.The only way to get the best of an argument is to avoid it.Show respect for the other person's opinions.
Never say "You're Wrong."If you're wrong, admit it quickly and emphatically.Dramatize your ideas.Throw down a challenge.
Timeless Parting Advice
Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletterRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about social media, search or mobile marketing
@KentLewisPresident & FounderAnvil Media, [email protected]