social and search in 2015
TRANSCRIPT
Digital Marketing WebinarSocial And Search In 2015
Feb 13, 2015 | Kavita Jhunjhunwala, Director, Web Spiders, Singapore
www.digitalvidya.com
I. How will social, search & content marketing interact in
2015?
II. Which mobile friendly social channels should you
leverage in 2015?
III. How to align your digital marketing strategy for
maximum ROI?
IV. How to amplify your digital footprint with Pinterest,
Instagram, Vine and new kids on the block?
V. How to create social media ready content & drive
engagement?
Key Takeaways from this Session
Hi...thanks for joining us today, and now that we are going to spend the next 45 minutes together, let’s get acquainted a bit - I head Pi Social Media, a 360 degree social media & digital marketing agency.
I simply love digital media…and it shows! My bucket list? Visit all the top tech events in the world -5 done ..and 5 to go!
You can find me on social media (of course!) @LinkedIn: www.linkedin.com/in/kavitajTwitter: @write2kavitaFacebook: www.facebook.com/kavitajE-mail: [email protected]
What’s new in Social in 2015
1. Dominance of Image based social networks
Images vs. Text
Processes 60000xfaster than text
40% people respond better
Social media ready& shareable
Builds brand connect instantly
● 3rd fastest growing network.
● 300M monthly active users (overtaken Twitter).
● Highest engagement rate - 4.2%.
● Gender balanced (49% female, 51% male).
● Popular among millennials.
● Key trends of 2015 – video, imagery, mobile, messaging.
1.2. Trendspotting - Instagram
1.3. Simple hacks for Instagram
● Tag users - 56% more engagement.
● Tag locations - 79% more engagement.
● Hashtags - 12.6% more engagement.
● Branding.
● Clear CTA.
● Hyperlapse.
● Cross-promotion.
● Don’t be pushy!
● Fan content.
● Tools - Iconosquare, ThoughtBuzz.
Instagram Business Value
● 2nd fastest growing network.
● Retains, engages 2-3 times as efficiently as Twitter.
● More referral traffic - Twitter, YouTube, Tumblr.
● 2nd to Facebook - referral traffic.
● Potential user curated visual search engine.
● Trends of 2015 – video, imagery, mobile, messaging.
1.4. Trendspotting - Pinterest
● Shopping & product catalogues.
● ‘Pin It' button - brand images.
● Engage, collaborate - super-pinners.
● SlideShare presentations.
● Do not over-pin!
1.5. Simple hacks for Pinterest
● Vertical photos, cross channel links.
● Social proofs - customer ratings, reviews.
● Exclusive previews, teasers, discounts.
● Mobile audience.
● Tools - Curalate, Tailwind, Cyfe,Viralwoot.
Pinterest Business Value
2. Your social network will soon be your wallet!
Significance of Social Commerce
Reduces path-to-purchase
Measures effectiveness of ads, brand messages
ROI, actual conversion figures
Online product research, social proof
● Facebook, Twitter experimenting with 'buy' buttons.
● Pinterest - ‘Buy' button and ‘Promoted Pins'.
● Instagram - 'Like2Buy' (indirect purchase).
● Tumblr - ‘Buy’ and call-to-action buttons.
2.1. Trendspotting - Social Commerce
● Short-term deals.● Fleeting trends.● Time-sensitive offers.● Exclusive discounts.● Compelling CTA.● Exclusive product
previews.● Relevant campaigns.● Product launch & events.● Engaging short videos.● Social platform
selection.
2.2. Simple hacks for Social Commerce
Image Courtesy:: Forbes
Videos as key marketing tool already gained momentum in 2014. Brands need to brush up their visual vocabularies to leverage both desktop, mobile video advertising benefits.
Why invest in (cool ) video content?
● Complex information into easily digestible chunks.● 69% of all consumer internet traffic by 2017 as per Cisco.● Rising number of social networks supporting video content.● Engages 50% of mobile traffic.● Effective communication of brand messages.
3. Video marketing will skyrocket
● 69% smartphone users prefer videos for product overviews.
● Increased social sharing trend.● Players in the video ecosystem - Facebook, YouTube, Vine,
Instagram, Pinterest. ● “Video” in an email subject line boosts - open rates by 19%,
CTR by 65%, reduces unsubscribes by 26%.● Top 3 most effective social media marketing tactic for B2B
and B2C marketers.● Marketing automation to make videos smarter in 2015. ● Interactive videos get heads-up.
3.1. Trendspotting - Video Content
● How-to’s, tutorials, video centric landing pages.● Optimise for mobiles, smartphones, tablets.● Snippits, teasers - Vine, Instagram, Pinterest. ● Long-form videos - YouTube, websites.● Products previews, behind-the-scene activities,
promotional events.
3.2. Simple hacks for Video Content
● Short, engaging micro-videos.● Social sharing buttons.● Games, surveys, demos.● Fan videos.● Email video marketing strategy. ● Webinars & educational videos.
videob2b.com
Top 3 fastest growing social platforms globally Tumblr, Pinterest, Instagram
Social network with the highest engagement rate at present Instagram
Offers maximum revenue per social commerce conversion Pinterest
Ideal mobile friendly social channels to leverage in 2015 Instagram, Pinterest
Best suited for video marketing Facebook, YouTube, Vine, Instagram, Pinterest, Tumblr
Best suited for social commerce Facebook, Pinterest, Instagram, Twitter, Tumblr
Quick-facts for smart Social Vocabulary
What’s new in Search in 2015
● Mobile Search traffic is surging.● Growing number of users searching & connecting through smart phones.● Google prioritizes mobile usability, penalizes sites otherwise.● Google Pigeon update has been created with mobile in mind.
What to focus on?1. Mobile usability.2. Loading times.3. Mobile search.4. Primary channel for paid search.5. Location based marketing.6. Mobile videos, micro-sharing.
1. Mobile optimization is key to success
● SEO and content marketing no longer interchangeable.● Increasing orientation towards the technical components of online marketing.
What to focus on?
1. Keyword information.2. Necessary meta tags.3. Comprehensive SEO & content marketing strategies.4. Greater integration of SEO & marketing departments.
2. Search will be more technically-focused
● Growing popularity of infographics, videos, visual content.● Websites with engaging visual content witnessing an increase in traffic. ● Users are tired of reading dry text. ● Google may begin to softly penalize text-heavy websites.
What to focus on?
1. Videos, infographics, presentations, rich visuals.2. Breakdown of complex information into digestible bits.3. Engagement, survey, feedback.4. Shareability.5. Content distribution.
3. Visual content will replace textual content
● Wiser search engines but impact of negative SEO persists.● Competitors can de-rank you through spammy links. ● Businesses to work hard to defend against the attacks of negative SEO.
What to focus on?
1. Secure profile.2. Guard against toxic links.3. Setup Google Webmaster Tool alerts.
4. Negative SEO is growing in importance
● Implied links are now increasingly important.● Google counteracts link building abuse & negative SEO.● Less significance of express links.● More focus on citations and brand mentions.
What to focus on?
1. Monitoring brand mentions.2. Social listening.3. Brand advocacy.4. Engagement, interaction with niche audience, influencers.
5. Brand mentions will be as important as links
● Content & technical SEO not enough anymore. ● No dearth of content nowadays.● Google algorithms can be easily tweaked.● Humanising and promoting your brand is the key.
What to focus on?
1. Blogger outreach campaigns.2. Influencer marketing.3. Social community building.4. Brand advocacy programmes. 5. Engaging with niche audience.6. Relationship building strategies.
6. Building relationships will boost rankings
2015’s Digital Marketing Questions … Answered!
Tackling Content Marketing in 2015?
● One size doesn’t fit all!● Amplification is the key.● Hyperlocal gains momentum.● Multimedia content sells.● Influencers & guest bloggers.● Cut through clutter!
● Think infographics, presentations, videos.
● Social media marketing integration.● Real-time makes the cut!● Repurpose - old wine in new bottle!● Collaboration & user generated content.● Quality & business objectives.
Brands wasting time & money on Facebook?The answer is NO!However your Facebook strategy needs a facelift in 2015:
● Diversification is necessary.● Images triumph over text.● Videos triumph over images.● Behavioural targeting.● Close watch on changing algorithm.● Declining reach but engagement still possible!● Set aside minimum ad budget.● Call-to-action button for Business pages.● No more standalone marketing platform.● Social listening, analytics.● Cross channel integration.
What’s the best mobile-first strategy for 2015?
● Location-based marketing.● In-App advertising.● Seamless integration.● Page loading speed.● Omni-Channel experience.● Mobile payments.● Gamification & personalisation.● Social platforms optimised for mobile.● Real-time, engaging, creative.● Interactive videos, multimedia mix.● Data security, mobile analytics.● Hyper connected, multi-tasking
audience!
2015 Digital Marketing Toolkit
1. Choose the Social Channel(s) Mix
3.8 MIL 2.7 MIL 2.4 MIL 1.38 MIL
1.35 MIL 1.2MIL 1.1 MIL 0.7 MIL
Vine’s Singapore user statistic is currently unavailable.
Audience volume in Singapore per platform mentioned below as in April, 2014.
Traackr*
● 360° view of niche influencers
● Geo-targeting, multi-lingual search
● Influencer network, relationship management
● Influencer classification: Reach, resonance, relevance
● Influencer content tracking
Simply Measured*
● Audience reach breakdown ● Fan & influencer demographics● Analysis of engaged users● Analysis of ‘Like Sources’ ● Shareability quotient of content● Campaign monitoring, social
metrics integration
Followerwonk
● Twitter follower analytics● Comparison of new & lost
followers● Interactive charts of tweets,
retweets, mentions● Influencer search &
classification● Comparison of social graphs
2. Find your Audience and Influencers
* = paid tools
3. Monitor your Brand Mentions
● Deep social media monitoring
● Conversation tracking by volume, sentiment, channel
● Campaign promotion, strategy planning, engagement
● Cross-channel integration● Attractive visual interface● Influencer identification● Topic, hashtag monitoring● Brand mentions ● Twitter comparison tool
● Social media search & analysis service
● Keyword search across multiple platforms
● Brand, campaign mentions● Reach, sentiment, strength,
passion analysis
Free Mid-Range Enterprise
www.meltwater.comPi Social Media is a Meltwater Partner
● Customised editorial calendar
● Team progress tracking
● Collaborative editing, content workflow
● Crowdsourcing, content marketing map
● Cross channel campaign mgmt.
● Interactive, customised brand experiences
● Social curation feature
● Multiple device, language support
4. Manage your Social Campaigns
● Campaign planning, execution
● Audience engagement
● Campaign impact analysis
● Collaboration feature for ideas, content
● Targeted advertising
● Auto-schedule, social profile mgmt.
● Real-time social success tracking
● Multiple platform campaign mgmt.
● Campaign performance analysis
Free Mid-Range Mid-Range Enterprise
5. Measure your Digital Performance
● Actionable analytics, real-time insights
● Social media campaign performance review
● Brand impressions analysis
● Customer, community, competition analysis
● Measure & increase ROI
Enterprise
● Measure, compare, contrast data points
● Competitor benchmarking
● Content performance analysis, prediction
● Campaign, community & fan growth tracking
Mid-Range
● Brand ‘magnitude score’ to measure impact
● Brand campaign mentions, listening
● Brand visibility metrics across platforms
● Online reputation management
Low Cost
www.meltwater.comPi Social Media is a Meltwater Partner
6. Don’t forget to create great Content
● Create, collaborate, curate, distribute (users, advocates).
● Storytelling approach.● Mobile, real-time, cross channel,
adaptive content.● Eye on competition!● Measure, tweak, upgrade.● Shortlist tools for every step!
● Clear, unified, documented calendar.● Relevant content for buyer personas.● Real value vs. ‘keyword stuffing”.● Diversify - blogs, eBooks, whitepapers,
infographics, videos, podcasts etc.● Align content with sales funnel.● Maximise interaction (quiz, survey, poll),
engagement, personalisation.
Image: www.opddesign.co.uk
Looking Back
1. Choose the Social Channel(s) Mix.
2. Find your Audience and Influencers.
3. Monitor your Brand Mentions.
4. Manage your Social Campaigns.
5. Measure your Digital Performance.
6. Dont’ forget to create great Content.
2015 Digital Marketing Predictions
Social : ● Data-driven & hyper-targeted ● Privacy & anonymity ● Intelligent & Selective Content Marketing● Advocates will be stronger than influencers● Social Media ads will become more expense ● Social listening will drive crisis management & customer service● Video advertising will see a NEW effective format
2015 Digital Marketing Predictions Search● Smarter Mobile and Location Advertising● Retargeting & Programmatic buying will find buy-ins ● But Real-time will provide the excitement
New & Shiny ● Internet of Things & Wearable technology ● Niche platforms● Hyperlocal
Send us your postal address: [email protected]
We would like to send you a Rs.200 gift card from your favourite coffee chain!
In 2015, Pi Social Media has launched
services to combine
Search+Social+Content so that clients can
look at a single agency to deliver results. Speak to us at 8499 7403 to discuss more
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