don't just add social media - integrate it!
Post on 21-Oct-2014
1.231 views
DESCRIPTION
TRANSCRIPT
Integrating Social Media into your Marketing Plan
Jessica Best, Community [email protected]@bestofjess or @emfluence
What is Social Media?
Web- and mobile-enabled marketing & engagement channels that allow groups to
generate content and engage in peer-to-peer conversations and exchange
of content (examples are LinkedIn, YouTube, Facebook, Twitter, Foursquare,
Pinterest, etc.).
@emfluence
The Draw of Social Media
• Low barrier to entry
• Immediate
• Trackable
• Cost effective
• Connects with community
@
@emfluence
The Draw of Social Media
• 62% of people on the internet use it to connect to social media. (Source: Webmarketing123)
• Facebook alone has 1 billion users. (Source: Facebook Newsroom, Oct 2012)
• 92% of people share content with their friends via social networks. (Source: AOL/Nielsen)
@emfluence
• Customer Service• Branding• Research• Reputation Management• Hiring• Sales
@
What Social Media Can Do
@emfluence
Why Add Social Media to your Marketing?
• 50% of all internet users 18+ use social sites – 10% use Twitter– 55% watch a video on a video-sharing site– 68% send/read email
• 19% make donations to charity online• 68.4% surveyed say they have generated
leads from social media sites. Over 55% have closed deals from social media leads.
(Sources: DMA 2011 & webmarketing123)
@emfluence
Why Add Social Media to your Marketing?
• From 2006 to 2012, direct marketing budget spent on email marketing and social networking grew 335% to $4.7 billion combined. (Source: DMA 2011)
2006 2010 2011 20120
0.51
1.52
2.53
3.54
4.55
U.S. Email & Social Marketing Ex-penditures
$Billions
@emfluence
Social Media Myth v. Fact
MYTH: Social Media is my new marketing strategy, a magic pathway to success, all by itself!
FACT: Social Media + email + web + in-store strategies combine to create stellar patron communication.
@emfluence
Social Media Myth v. Fact
MYTH: Social Media is just a good idea. It doesn’t need to be measured.
FACT: Social Media is one of your marketing and customer service initiatives! Measure it using the same metrics you already use.
Resolved customer complaints, traffic to the store, etc.
@emfluence
Don’t just add Social Media… Integrate it!
• 69% of marketers include social sharing icons in their emails.
• 35% offer incentives for email subscribers to join social programs. (Source: DMA 2011)
@emfluence
Don’t just add Social Media… Integrate it!
• Integrate for customer service– Phone– Web– Email– Social– “IRL”
@emfluence
Don’t just add Social Media… Integrate it!
• Integrate for branding
@emfluence
Don’t just add Social Media… Integrate it!
• Integrate for conversions
@emfluence
Integrated Social Media Marketing• More than just “buttons” – use calls to action
@emfluence
• Invite and entice – you’re asking permission!
Integrated Social Media Marketing
@emfluence
Integrated Social Media Marketing• Offer a unique value that’s especially relevant
for the medium.
@emfluence
Integrated Social Media Marketing• Build one
comprehensive marketing calendar. Use shared visual cues to trigger reader recall and increase response.
@emfluence
Integrated Social Media – Done Well
• Mailer with a QR code to a personalized landing page for donations.
• Social share links to increase advocacy and donations.
@emfluence
Integrated Social Media – Done Well
• Compelling marketing/advertising content is your most sharable asset! Great content makes fast advocates.
@emfluence
Integrated Social Media for YOU
What can you do tomorrow to enhance your campaigns
with social media or to use your campaigns
to grow your social presence?
@emfluence
Getting Started with Social
• Step 1: Research– Track competitors and industry trends online and
document trends you notice:• What times of day/days of week do brands post?• How often do they post?• Do they post text only, include links, use images or
videos (and what % of the time for each)?• How often do they post outbound vs. engage in
conversations or share other people’s tweets/posts?
@emfluence
Getting Started with Social
• Step 2: Social Media Marketing Planning– Creating the social media marketing component to
your master Marketing Plan. What can you do tomorrow to enhance your campaigns with social media or to use your campaigns to grow your social presence?
– Create a Social Media Content Calendar for the next 3 weeks. Start by plotting events, seasonal information, etc.
@emfluence
Questions to Marinate On
• What tactics for audience growth will work best for your prospects and clients?
• What tried-and-true tactics can you borrow from success stories?
• How will you measure success in social media branding, PR and marketing?
• Who will own social media and who will contribute?
@emfluence
Questions?
Jessica BestCommunity Director, [email protected]@bestofjess or @emfluence