part 2 - advanced social media marketing course

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ForresterResearch•  70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.

•  Consumersengagewithanaverageof11.4piecesofcontentbeforepurchase

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SocialMediaMarke;ngStrategyDevelopment

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Today’sAgenda9:00AM IntroducEons&YourBrand10:15AM Break10:30AM SocialMediaMarkeEngStrategy/FinalProjectScope12:15PM LunchBreak1:00PM GuestSpeaker:SocialMedia&IoT2:00PM Break2:15PM GuestSpeaker:SocialMediaManagement&Analysis3:15PM Break3:30PM UsingSocialMediainaBusinessFuncEon5:00PM ClassEnds

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Larry Page & Sergey Brin

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@Jack Dorsay

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Sundar Pichai

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SocialMediaStrategyDevelopment

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@NaThomson

Impact:Getthroughtome.Peakmyinterest.MakemewanttotakeacEon.n  Talktomewhere&whenIamn  GetmyaRen;onn  Courtmen  Engage&convincemen  Makeiteasyforme

The Big Picture (Target Audience View)

Brand PosiEoning/Message PromoEon

Portray:Whoareyou?n  (Brand)Iden;tyn  Promise/Differen;ator

Convince:WhyshouldIcare?n  Know&meetmyneedsn  What’suniquelyrelevantaboutyou?

n  WhyshouldItrustyou?Gotproof?

Attention è Relevance è Action

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StrategyFramework

#DataConnectTalk

•  Objectives •  Target Audience(s)

–  Message •  Social Channels •  Tactics (including Content) •  Measuring Goal Achievement

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SampleObjecEves

CopyrightbyMarke;ngXLerator.

1.  Increase revenue by $500,000 by March 2016 2.  Attract three new partners by December 2016 3.  Become a thought leader in IoT by March 2017

How do you measure success?

How do you turn this into marketing goals?

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@NaThomson

Impact:Getthroughtome.Winmeover.MakemewanttotakeacEon.

Break It Down

Brand Posi;oning/Message PromoEon

Portray:Whoareyou?n  (Brand)Iden;tyn  Promise/Differen;ator

Convince:WhyshouldIcare?n  Know&meetmyneedsn  What’suniquelyrelevantaboutyou?

n  WhyshouldItrustyou?Gotproof?

Awareness è Action è Conversion

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TargetAudience

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TargetAudienceSegmentaEon

Customer base

Market Segment

s Industry

Geos

Line of Business

(LoB)

Net New or Install Base?

Titles, Roles?

SMB, Medium, Enterprise?

Retail, High-Tech etc. or

Horizontal?

North America, EMEA, APAC etc.?

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SegmentaEonExample


Goal: Increase revenue by $300,000 for XYZ product in next 12 months. Target Audience 1: •  North America •  Net New •  C-level, VP, Director in HR Role •  SMB (up to $100 million revenue/year; 25+ employees) •  Horizontal ( Top 3: Manufacturing, FinServices, High-Tech)

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YourTargetAudienceInforms YourChoiceofSocialMediaChannels

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TacEcsSocialMediaChannel


Goal: Become a thought leader in IoT by March 2017 = Awareness Target Audience 1: Prospects •  Men •  30-64 •  SMB, Enterprise •  Manager, Director, VP, C-Level •  Product Management, Marketing, Sales Target Audience 2: Influencers •  TBD

Social Media Channel: LinkedIn & Twitter •  LinkedIn blog & updates •  Blog promotion via Twitter

Content: •  Blog Articles •  Videos •  Interviews

Metrics: •  Blog views •  CTR from Twitter •  Conversion views to CTA

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Ownedvs.Earnedvs.PaidSocialMedia

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Ownedvs.Earnedvs.Paid•  Owned

–  @NaThomson–  Marke;ngXLerator.com–  LinkedinProfile/Blog–  OriginalContent

•  Earned–  LinkedInGroupEngagement–  BlogPlacements–  BrandedCommuni;es–  InfluencerSharing

•  Paid–  SocialAds&Promoted

Accounts–  PaidBlogPlacements–  PaidInfluencers/Advertorials

Source:SmartInsights.com

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Sowhatis“organic”?

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Whatis“naEve”?

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Paidadver;singwheretheadmatchestheform,feelandfuncEonofthecontentofthemediaonwhichitappears.

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33hRps://www.youtube.com/watch?v=djo6i3J7Co0

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Whatis“programmaEc”?

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ExamplesofOwned,Earned&Paid

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“Owned”:TwiRerAccount

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Earned:BlogonLinkedIn

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Paid:ForbesBrandVoiceAdvertorial

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MeasuringGoal-Achievement

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SampleObjecEves


1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016

How do you measure success?

How do you turn this into marketing goals?

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Measurement

Increase Revenue and Partners: 1.  Metric: $ Revenue 2.  Metric: # New Partners è  QuanEfiablebuta_ribuEoncanbedifficult

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Measurement

IoTThoughtLeadership1.  Metric:Awareness(e.g.Impressions)2.  Metric:Engagement(e.g.Comments)3.  Metric:Conversion(e.g.Views/Downloads)

è  SomewhatquanEfiablebuta_ribuEoncanbedifficult

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StrategyExamples

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46hRp://www.mediapost.com/publica;ons/ar;cle/272301/walmarts-latest-fighthunger-to-raise-3-million.html

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StrategyFramework

#DataConnectTalk

•  Objectives •  Target Audience(s) •  Message •  Social Channels •  Tactics (including Content) •  Measuring Goal Achievement

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Today’sAgenda9:00AM IntroducEons&YourBrand10:15AM Break10:30AM SocialMediaMarkeEngStrategy/FinalProjectScope12:15PM LunchBreak1:00PM GuestSpeaker:SocialMedia&IoT2:00PM Break2:15PM GuestSpeaker:SocialMediaManagement&Analysis3:15PM Break3:30PM UsingSocialMediainaBusinessFunc;on5:00PM ClassEnds

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GuestSpeaker:@SuJamthe

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Internet of Things (IoT) Marketing Disruptions•  WhatexactlyistheIoT?Hypeorforreal?•  WhydoesIoTmaRertoyourlife,job,andsocialmediamarke;ng?•  HowcanyoucreatevaluewithIoT?

IoTDisrupEons.com

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GuestSpeaker:@SuJamthe

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Internet of Things (IoT) Marketing Disruptions•  WhatexactlyistheIoT?Hypeorforreal?•  WhydoesIoTmaRertoyourlife,job,andsocialmediamarke;ng?•  HowcanyoucreatevaluewithIoT?

IoTDisrupEons.com

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GuestSpeaker:@StartupXavier

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Manage, Analyze & Organize Your Social Media Presence•  Howcanyoumanagemul;plesocialaccountsatthesame;me?•  Howcanyousecurelyshareaccountresponsibilityasateam?•  Whatarethemostimportantanaly;cstotrack&howcanyoueasilydoit?•  Howcanyoucreatereportsthathelpdecisionmakers?

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Today’sAgenda9:00AM IntroducEons&YourBrand10:15AM Break10:30AM SocialMediaMarkeEngStrategy/FinalProjectScope12:15PM LunchBreak1:00PM GuestSpeaker:SocialMedia&IoT2:00PM Break2:15PM GuestSpeaker:SocialMediaManagement&Analysis3:15PM Break3:30PM UsingSocialMediaonaBusinessLevel5:00PM ClassEnds

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NataschaThomsonNaThomson@Marke;ngXLerator.com@NaThomson+1(925)519-8111

Over15yearsofB2BmarkeEngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,LookingGlass.