THE SOCIAL IMPERATIVE Social Media Marketing Best Practices

Flightpath 2013

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WHAT IS THE SOCIAL

IMPERATIVE?

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BEYOND “LIKES” It’s not enough for brands to accrue likes on Facebook.

The most successful and impactful social strategy is one that is platform appropriate, tailored perfectly to your

brand’s consumer and woven into your overall marketing campaign.

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STEPS TO SUCCESS

§  Know which popular and emerging platforms make sense for your brand, so time (and money) isn’t wasted on ineffectual efforts

§  Implement a social strategy, instead of executing a series of one off promotional tactics

§  Integrate with other marketing efforts

§  Be active, with consistent involvement in social media

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Emotional Currency can be transactional and/or transformative

It can come from creating an emotional connection based on a shared experience, compelling visual language, elevating copy or simple cues from the past

It’s about being on the inside of consumer behavior, their beliefs and rituals

…and create an emotional connection with consumers based on shared experience, compelling imagery, elevating copy or simple

social cues.

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WHAT CAN BE GAINED?

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A BETTER UNDERSTANDING

Approaching social media analytically can give brands valuable intelligence to make strategic marketing and branding decisions.

Social media can provide valuable insight into:

§  Consumer behavior

§  Industry trends

§  Competitor activities

§  Product buzz

§  Employee/stakeholder insights

§  Consumer sentiment

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THE ROI OF SOCIAL MEDIA

In addition to leveraging the intelligence gained from analyzing buzz, social media can:

§  Drive brand awareness

§  Generate leads

§  Drive sales

§  Enhance customer service

§  Turn consumers into brand advocates

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SOCIAL SEO Search engines are putting increasing weight on social connectivity in search:

§  Google’s “Search Plus Your World” giving search results based on Google+ connections

§  Facebook is rolling out Graph Search to enable users to discover products and services their friends have used

§  Bing encourages users to ask Facebook or Twitter friends for search suggestions

Social media is changing the way search results are delivered and radically altering SEO best practices.

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ADOPTING THE

IMPERATIVE

START IN THE DEEP END We take a deep dive into conversations happening around your brand and industry, including:

§  Sentiment: What people are saying –both positive and negative.

§  Trends: What are the topics of conversation in which your brand name appears?

§  Competitive Analysis: How does your buzz stack up against competitors?

§  Platforms: Are your constituents on Pinterest, Facebook, The Fancy or Twitter?

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UNLOCKING KEY PLATFORMS

Through analysis comes insight. Embrace the spaces and places where your consumers and influencers spend their time.

§  Pinterest is hot among mothers in their 30’s from rural states

§  The Fancy has a user base that is 50% European, 50% American and an average income of 100K+

§  The top profession among Google+ users is software engineer

Finding the right space and having a great platform-appropriate strategy are key to success in social.

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MARKETING Strategy doesn’t stop at creating engaging content. Some of the top reasons people connect with brands via social media are to:

§ Be first to hear about great deals

§ Participate in exclusive experiences (like great apps or compelling promotions)

§ Grab coupons to save money

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MAKE IT FUN Create brand-focused, active voice, fun and viral social media promotions to keep consumers engaged and coming back for more:

§ Cross-Platform Image Driven Messaging Campaigns

§ Sweepstakes

§ Coupon Campaigns

§ Social Commerce

§ Custom Facebook applications

§ Videos

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SOCIAL ADVERTISING

A key tactic to connect consumers with brands on social media. Precisely targeted, concise messaging delivered right to your consumers.

Target your audience according to:

§  Facebook ads

§  Promoted videos on YouTube

§  LinkedIn ads

§  Promoted tweets and hashtags on Twitter

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BLOGGER OUTREACH

Social media advertising and blogger outreach connects consumers with new products and reintroduces them to old favorites, while ensuring social media accounts enjoy steady growth and engagement.

Our team has established relationships with bloggers who review products and offer giveaways. A great way to build buzz and seed new products with consumers.

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24/7 MONITORING

Using the right tools, social media accounts can be monitored 24 hours a day, ensuring content

posted by users is brand safe and customer service inquiries are dealt with quickly.

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SOCIAL MEDIA REPORTING

Creating benchmarks and generating regular reports helps mark progress towards social media goals:

§  Social Traffic/Buzz Volume: How much is being said collectively through various social channels

§  Platform Insights: Report and analysis covering Facebook, Pinterest, Twitter views, posts, interactions, conversions

§  Share of Voice: How much chatter within the industry is focused on your brand

§  Sentiment: The volume of positive versus negative comments and posts

§  Competition: Use all of the above data points to compare against the competition

§  Analysis & Recommendations: We’ll deliver actionable insights and ideas to maximize campaign impact

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Keep your “eyes on the enterprise” in how you

think about social. Be nimble, responsive

and accountable.

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SERVICES Website Design & Development

Mobile Apps/ Mobile Web

Social Media

Search Marketing

Targeted Email

ABOUT FLIGHTPATH

Flightpath has a !18 year history of helping

organizations create, connect or use digital channels to maximize

potential and opportunities. !

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THANK YOU www.flightpath.com 212-674-5600

We Support BuildOn www.buildon.org The Bronx Charter School for Children www.tbcsc.org

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