context & content: social media strategies 2015

C O N T E X T & C O N T E N T: S O C I A L M E D I A S T R AT E G I E S 2 0 1 5

2 1 OT TO B R E 2 0 1 5

Now: I am freelance consultant in marketing and digital strategy for business and startups. Much of my practice revolves around developing stories, brands and experiences for multiple platforms - and coaching teams to do this.

I’m a coworker and board member of Warehouse Coworking Factory. I collaborate as strategic & digital analyst for Adv Media Lab (digital agency).

Before: 4 years Experience in marketing & e-commerce in PMI’s. Academic research activities in the field of experience economy. Abroad studying experiences (Copenhagen Business School). Master Degree in Marketing & Communication (Urbino University).

Marketing & Digital Strategy for business development

Scenario2015

Italymobile & social

Micro-moments: changing the paradigm

Source: thinkwithgoogle,com

Zero moment of truth: a new purchase decision process

Source: thinkwithgoogle,com

“The platforms might change. The means for communicating might change. But the fundamentals will look the same: you must meet your consumers where they are and engage them in a way that is

meaningful for them. It’s just that simple!”

—Wendy Clark, President, Sparkling Brands & Strategic Marketing for Coca-Cola North America

The competitive advantage now is to be gained during online micro-moments.

1. Uncover and understand the moments that matter

2. Be present in the moments that matter

3. Have something interesting, relevant and/or engaging to say

4. Measure the impact

Social Media

CONTENT MARKETING

is about

The content marketing tree

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.

This information can be presented in a variety of formats, including news, photo, video, white papers, e-books, infographics, case studies, “how-to” guides, etc.

Content marketing is focused not always selling, but also on simply communicating with customers and prospects.

How to define content marketing?

Source: pardot.com

Potential customers require multiple touches to be moved from a state of low purchase intent to a purchasing decision.

Each stage in the purchase decision has an optimal communication channel: content marketing aims to find the right content for every context, to convert opportunities into closed deals.

PESO model

Source: Spin Sucks 2015

Social network: from earned to paid media

PESO model

Source: Spin Sucks 2015

Which corporate goalsfor social media?

C O N V E R S I O N F U N N E L B R A N D AWA R E N E S S

E N G A G E M E N T

L E A D

C O N V E R S I O N

Brand Awareness

Engagement in social media is the most important value that can be created through social networks. It is the sum of interactions (like, follows, shares, retweet, comments…) of the community with a brand, business or store. Each social media defines engagement a little bit differently based on the features and functionality of their platform.

User engagement

User engagement: two examples

Lead generation

Source: Adweek

Conversion and sales

Lead generation

C O N V E R S I O N F U N N E L B R A N D AWA R E N E S S

E N G A G E M E N T

L E A D

C O N V E R S I O N

M A R K E T A N A LY S I S

C U S T O M E R C A R E

H R

+

S T R AT E G I C G O A L S

Defining a strategy

Choice of media

After having settled the goals for social networks, a company has to choose which social media are better to manage and invest in.

Here’s where a strategy is needed: a planning of all activities a company must develop in the social media platforms.

What is a (social media) strategy?

Integrated strategy

The planning of social activities involves a coordinated strategy among different social networks, in order to align the content of a specific media to the others.

Integrated means also to having a coherence among online & offline marketing activities (advertising, events , unconventional marketing…)

Budgeting and ROI

Strategy is fundamental also to define where to invest resources and which are the expected returns. Being present in all channels can be improductive.

Social media strategy flux

GOALS TOOLS RE SOURCES BUDGE T

MON I TOR ING

FACEBOOK

INSTAGRAM

TWITTER

YOUTUBE

LINKEDIN

Resources for a social media winning strategy

Social Media Manager

SMM is the operation manager on social media. He knows perfectly platforms, languages, tricks and advertising tools of each social network.

SMM is a "communication man” with relational and digital skills, that can take decisions and act on behalf of the brand / company.

Social Media Team

A social media team is the group of professionals that take up with all activities for managing the social media profiles, from the content creation to the review process and the gathering of data and analytics.

I N S O U R C I N G

S O C I A L M E D I A M A N A G E R

C O P Y & C O N T E N T C R E AT O R

W E B D E S I G N & G R A P H I C S

S E O S P E C I A L I S T

Social media team

I N + O U T S O U R C I N G

S O C I A L M E D I A M A N A G E R

O T H E R E M P L O Y E E S / M K T G

W E B A G E N C Y

B L O G G E R T E A M

Social media team

Content creation

Content strategy

The content strategy involves the planning, development, and management of content for digital publication, as related to a business’ greater goals.

It defines the key messages, the editorial line, the tone of voice and the graphic / visual identity of alle the publications.

Editorial calendar

The editorial calendar is the most important tool to control publication of content across different media. It keeps track of all content and can be shared with the whole team to organize posts and advertising.

The main part of content can not only be created specifically for social media, but should be part of major content platforms (owned) such as corporate website, blog, app, etc.

Budgeting

Budget invested on social media should not only consider advertising costs, but also the “working” hours of the team and the costs for content creation (graphics, infographics, video, etc.)

H U M A N R E S O U R C E S A D V E R T I S I N G C O N T E N T

The aim of the content strategy in social media is to drive users to the funnel that ends with lead generation or

conversions / purchases.

Remember your goals!

Monitoring: platform insights

Monitoring: platform insights

Monitoring: website analytics

Thank you :-)

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