evaluating social media - beyond "liking" and tweeting
DESCRIPTION
Presentation done at the Fox Business Center at Temple UniversityTRANSCRIPT
Beyond “Liking” and Tweeting
Ruben Quinones,
Director of New Media
Who We Are•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing &tracking search based campaigns
•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing &tracking search based campaigns
Some Brands We Have Worked With
30 Minutes?
• How to start developing a strategyaround identifying conversationsand potential influencers
• A few key points on some of thetop platforms
Social Media is often confused with ….
The Secret to Marketing on Social Media
Don’t Market!
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Awareness
Favorability
Consideration
Purchase
The Social Landscape
DiscoveringAudiences for Content
CustomerSegmentation
Alliances
Identify Key Terms for YourCustomer Segments
Audience – Segmented customer or alliance.
Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)
Context – key terms that attach a type of relevance,for ex. New York, venue, etc.
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Discovering Social OpportunitiesEmploy boolean searches – ex.
If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”“touch point” “touch point”
Boolean search for brandname and a touch point.
ex.“new york”, “customer
service”
Can be multiple variations ofpreviously mentioned
boolean searches
Filter by News & Blogs
Discovering ContentTopics/Conversations
Boolean searches on Twitter
Discovering ContentTopics/Conversations
Boolean searches onsocialmention.com
Discovering ContentTopics/Conversations
Is Your Audience on Linkedin?
Search for your audiences byGroup
Sourcing Your Next Topic
Boolean searches on YouTube
Discovering ContentTopics/Conversations
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Prioritizing Your Findings
Document your findings fromyour boolean searches
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Establishing Initiatives, TouchPoints, desired audience, etc.
Leveraging listeningtools, researching
Prioritizing sites, networks,and influencers
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Establishing messaging,frequency, further refine KPI’s etc.
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Setup channels, redirectfocus on existing if
applicable
Social Campaign FlowInitial
Planning
Listen
Analyze
Plan
Deploy
Evaluate
Analyze performance,Always be listening.
A Closer Look at Some Platforms
“Likes Are Not Sustainable”
A True Social Network that has caters toconsumer focused brands
• Be Educational, Exclusive, & Entertaining
• Stay Engaged – Be active
• Posting – Ask questions, be Consistent, beshort, share relevant links.
A micro blogging service – does well for realtime response, promotions
Be Short, Responsive, and give back to thetwitter ecosystem
• Monitor – Keep an eye out for brand andaudience key terms, hashtags for opportunities toengage. Monitor competitive tweets
• Think – Wait 5 minutes when you are about totweet and or have a response to one
• Give Back– Highlight your targeted audienceand likeminded brands
Real time aggregation ofhashtags/key terms in
tweets
A Business based social network – although therehave been a push for company pages, personal
business relationships thrive in this network.
• Works well with client facing professionals
• Have a full profile, communicate beyond your titlewhat it is that you do
• Connect, Connect, Connect
• Research your audience, and engage with potentialcustomers/audiences
Numbers and Engagement are not close to Facebook’s
• Is integrated into search results• Authenticates Bloggers on sites (Google Authorship)• Houses Google Places (formerly maps)
#2 Largest Search Engine in the World
• Is integrated into search results• Harder for small businesses to produce vs. written content• Works well for educational marketing, demonstrations• See how many views your potential topics are getting
Tools to Use
External tool - https://adwords.google.com/o/Targeting/Explorer?
Thank You!
www.linkedin.com/in/rubenquinones