Social Media & Mobile StrategiesStrategy Planning

Chapter 8

The Social Media Marketing Process

1. Conduct a Comprehensive Situation Analysis

2. Set Objectives

3. Segment and Target the Market

4. Evaluate Current Integrated Strategy

5. Determine Budget

6. Outline Potential Marketing Strategies

7. Integrate with Current Strategy

8. Select Media

9. Test Online Advertising Executions

10. Execute

11. Evaluate

Questions to Consider

• Did we do the necessary research prior to the campaign?• Do we have measurable, quantifiable and time specific

goals against which to benchmark? • Did we set up methods for collecting data to evaluate the

campaign before running it?• What metrics will show whether the campaign worked?• What metrics from of Google Analytics can inform our

strategy?• Can we do A/B testing on the problem?• Could we compare our strategy against other executions

past or potentially overlooked?

Google Optimize

• A/B tests, also known as A/B/n tests, let you test multiple versions of the same web page and find the one that works best for your users.

• In A/B/n testing, Variant A is the original and Variants B through n each contain at least one element that is different from the original.

• For example, Variant A may have a blue purchase button and Variant B may have a red purchase button. The results of this experiment will tell you which variant has performed the best.

Google Tag Manager

• A tag is a snippet of code that sends information to a third party, such as Google.

• Tag Manager for web works via its own container tag that you place on all your website pages.

To manage tags using Tag Manager:

Go to tagmanager.google.com to create an account (or to access an existing account).

Create a container for your site in the account.

Add the container snippet to your site.

Migrate any hardcoded tags (such as AdWords or DoubleClick tags) from your site’s source code into Tag Manager.

Tag Manager Video

Content is King

For many brands, content:

• May represent valuable information that people want

• Establishes a brand’s or company’s expertise

• Engages and attracts customers

• Boosts search engine rankings when it is shared

• Provides an avenue for collecting customer information – such as email addresses

• Shows a company’s willingness to participate in the broader community

Is there a difference between B2C and B2B content and social media marketing?

B2B vs. B2C

1. Consumer’s Motivation

• B2B: What drives the B2B clientele is the value you offer – your efficiency and expertise to help them in their decision-making.

• B2C market, though likewise driven by value, is more driven by their emotions. They want to be entertained and satisfied with their purchase.

2. Content Strategy

• B2B: In a B2B environment, the primary goal is ROI and Business Value

• B2C’s content marketing efforts are blog posts, the copy on your website, the tweets you send out for engagement, entertainment and reminding.

3. Personas

• B2B: In many ways, the content marketing efforts of B2B are linear and focused.

• B2C market’s emotions more. B2C requires accounting for different types of personas.

4. Decision-Making Process

• B2B has a lengthier decision-making process since it involves a greater number of stakeholders compared to B2C.

• Compared to B2B, there is a relatively shorter time in the decision-making process of B2C sales since often, you will speak to one person, two at most.

Plan a Content Strategy

• Identify goals for the content

• Research the tastes of the target and competitive content

• Determine the currently available resources within the firm

• Develop ideas for new material keeping the target in mind

• Create and review the content

• Publish the materials in appropriate vehicles

• Link and connect the materials to related sites

• Evaluate the strategy and improve the content

• Ignite the content with paid media

• Collect key information on the target market on the content landing page

• List ALL the different types of content a brand can create.

– Are they the same for B2C and B2B? 105 Types

B2B Content Marketing

• What are the goals for B2B content?

– 1.

– 2.

– 3.

– 4.

What are the most effective types of content B2B marketers say they

create?

How do B2B marketers distribute content?

Which tools do B2B marketers use for content marketing?

Content Marketing Study B2B firms

Everything about content marketing takes time

• It’s not just great content that takes time:

• Strategy takes time.

• Figuring out the best places to distribute content takes time.

• Determining what works and what doesn’t takes time.

• Measurement takes time.

• Getting results takes time.

What are the content marketing strategies B2C marketers use?

B2C Content Marketing Strategies

How do B2C marketers distribute content?

B2C Content

Sports Fans

• 86% of Americans identify as a sports fan

• 4 billion people (more than HALF the planet) are football (soccer) fans?

• Sports fans are 67% more likely to use Twitter while watching a sporting event than non-sports viewers.

Media Post

• In our survey of 1,298 millennials, 13-24 year olds showed they favored watching their favorite social media influencers over their favorite professional athletes across five different sports.

• Eighty-seven percent of 13-24 year olds use social media to regularly consume sports-related content. This is nearly twice as much as the 13-24 year olds who consume sports content regularly through

mainstream sports media websites or apps.https://www.mediapost.com/publications/art

icle/278343/millennial-sports-fans-win-3-

stats-that-prove-soc.html

Social Media for Sports Properties

• Live-tweeting, fan giveaways, posting highlight reels

• Showcase on a high-profile player

• Break down the history of the rivalry between your organization and another

• Shine a spotlight on the fans and find a true die-hard to interview.

• Twitter polls, music request at games

• Article with Sports Social Media Videos –Watch Clemson and Miami - VIDEO

Impressions?

• Fans, Followers, Subscribers and Potential Reach

• When you talk in these terms, be aware that you’re looking at potential reach, not actual reach unless you can ensure that all of your friends or followers are logged in and view your content in a given day.

• For example, 50% of active users log on to Facebook in any given day, meaning only half your fans are even likely to see your status updates, and that among the rests of the posts they view. Even fewer see your posts.

• Here is a video from Jay Baer on this topic (thru 6:15):

• Shotguns Trump Rifles Video

Johnson & Johnson

• A very successful website full of content aimed at moms and moms-to-be. Though J&J sells consumer products, the company is also a publisher.

• J&J’s Baby Center reaches 28 million people monthly, 60% of whom are in the U.S. www.babycenter.com

• The site provides general parenting information, but also weaves in its products and advertising to influence people to develop favorable attitudes toward J&J brands.

Baby Center

Kellogg’s Strategy

• Corporate Story telling on three factors:

– Sustainability

– Nutrition

– Giving Back

• Center of Excellence

– Manage many brands over 8 channels

– Focus on where the customers are

– Stories come from inside the company and customer questions

• Open For Breakfast

– One post per week

• Rich media most effective

– Short videos

• Snapchat test and learn without setting up a channel

Scoop: Keebler Division

makes Girl Scout Cookies

Kellogg’s

Kellogg reduces media and advertising expenses through earned

media.

Content Case StudiesHow to Make Content Work Video: Content Marketing Strategy

It’s not about Awareness and Engagement

It’s about relationships and driving response

Give the people what they want

It takes a lot of time and must know the audience

Content Case Studies: These videos focus on B2C content marketing. MasterCard Global Case (5:55)

https://www.youtube.com/watch?v=M2btvhspo-k

Watch Redbull Video on Content Marketing https://www.youtube.com/watch?v=TvXAwYUVbZ0

Content Management Tools

Content Marketing Measurement

• Long Form True Value Exchange

• Page Level Analysis

– Views, Bounce rate, Time on page

– Shares, Video completion rates

• Refine and Improve Message and Content

• Optimized Campaign and Distribution

• Brand Uplift and Recognition

• Metrics Video from The Drum