Leah Schultz, director of social media operations, provides an overview of developing a social media strategy. She discusses defining goals and metrics, selecting relevant channels like Facebook, Twitter, YouTube and LinkedIn, and creating a content calendar. Schultz also covers listening for brand mentions, responding to consumers, and measuring social media efforts. Finally, she outlines social advertising options on networks and common objectives like awareness, engagement and leads.

1. Social Media Marketing, Listening, Advertising & Analytics
DEVELOPING A SOCIAL MEDIA STRATEGY

2. WHO AM I?
Leah (Mackey) Schultz
Director of Social Media Operations at ACS Advertising, in Brentwood, TN
Connect with me:
Twitter.com/MackeyLeah
linkedin.com/in/leahmackey
Leahfmackey@gmail.com
https://leah.populr.me/
@MackeyLeah 2

3. FIRST THINGS FIRST – TONIGHT’S HASHTAG
@MackeyLeah 3
#OneNightWithLeah
#XanaxIsYourFuture
#LearnHowToUseExcelForTheLoveOfGod
#ZuckerbergWontTakeMyCalls
#LeahDoesBelmont
#NoIwontMakeYouGoViral
#StopTweetingBoringShit
#MyParentsHaveNoIDeaWhatIDoForALiving #PleaseSendVodka
#LessonWithLeah
#SocialMediaAndSparkles
#PartyAndBullSchultz
#HolySchultz
#DrGParty

4. @MackeyLeah 4
SOCIAL MEDIA MARKETER
What my friends think I do. What my mom thinks I do. What society thinks I do.
What my clients think I do. What I think I do. What I actually do.

5. AGENDA
• Intro/video
• What?
• Why?
• How?
• Measurement / KPIs
• Social Advertising
• Tools & Extras
@MackeyLeah 5

6. SOCIALNOMICS - VIDEO
http://youtu.be/zxpa4dNVd3c
5th version of the world's most watched social media video series "Social Media Revolution.” Written by international
keynote speaker and best selling author Erik Qualman (Socialnomics, Digital Leader, Alex Azure & Forbidden Door)
@MackeyLeah 6
@equalman

7. WHAT DO WE HAVE HERE?
Social Media is a way marketers can engage in
TWO-WAY
conversations with their target audience.
@MackeyLeah 7

8. ?????????
WHY AM I DOING THIS?

9. WHAT CAN SOCIAL MEDIA OFFER?
• Visibility / Branding
• Virtual Networking
• Lead Generation
• Social CRM / Customer
Care
• Market Research
• Competitive Analysis
• Added SEO Value
• Identify Influencers
• Information Sharing
• Track Industry News
• E-Commerce
• Digital Display Ads
• Employee Recruiting &
Retention
@MackeyLeah 9

10. Everyone.
WHO CARES?

11. SOCIAL MEDIA TODAY
73%of online adults using
social networking sites
(up 10% from previous
year).
90%
of marketers use
Facebook ads.
Facebook has
1.01
Billionmobile monthly active
users as of March 31,
2014.
17%
of online adults use
Instagram (up from
13% in late 2012).
85%
of marketers have no
plans to use
Snapchat.
Twitter has
255M
monthly active users.
Sources: Scarborough & Pew Research Center 2013; Twitter 2014, Facebook 2014
@MackeyLeah 11

12. WHY SHOULD I GIVE A DARN?

13. WHY SHOULD I GIVE A DARN?
Percent of social media users who participate in the following at
least once per month on social media sites:
Hear others’ experiences
Learn about brands, products, services
Compliment brands
Express concerns or ask question about brands/services
70%
65%
53%
50%
Source: Nielsen 2012
Source: Nielsen 2012
@MackeyLeah 13

14. WHAT MAKES THIS IMPORTANT?
How will you know if your efforts are effective if you don’t measure your
activity?
Referring
Traffic
Mobile
Fish Where
The Fish Are
Host The
Conversation
in a Controlled
Environment
Develop A
Community:
Virtual WOM
Transactional
Measurable SEO
@MackeyLeah 14

15. DEFINE, REVIEW, REFINE
GOAL SETTING

16. GOAL SETTING: ATTAINABLE & MEASURABLE
@MackeyLeah 16
Must know what you are trying to achieve before you can
develop a strategy to achieve it!
Think short & long term
Set aggressive, yet attainable goals
Don’t set goals that you can’t (or don’t plan to) measure
for success
Periodically review and adjust
Social media is a marathon, not a sprint

17. ACTIONABLE GOALS
What action do you want your audience to take?
Sign-Up /
Subscribe
Consideration
Buy
Something
Like, Follow,
Comment,
Share, +1
Peer
Interaction
Download
Give
Feedback
Self-Service
@MackeyLeah 17

18. So many networks, so little time
CHANNEL SELECTION

19. QUALITY OVER QUANTITY
• It is better to be awesome on fewer channels than to be
mediocre on many.
• Exception: Google+
• Know your audience
• Cross Promote
@MackeyLeah 19

20. SELECT BASED ON GOALS
MARKETING
INFORMATION
BROADCASTING
E-COMMERCE
DEALS,
COUPONS,
PROMOTIONS
SEO
BRAND
AWARENESS
CUSTOMER
CARE
Ads Sexting
Facebook P P P P P P P P
Twitter P P P P P P P
YouTube P P P P P
LinkedIn P P P P P
Pinterest P P P P P P
Instagram P P P
Google+ P P P P P
Blogs, Tumblr P P P P P P P
Flickr, Etc. P P
Email P P P P P P
Podcasting P P P
Webinars P P P
Snapchat P
@MackeyLeah 20

21. Creation, Curation, & Calendars
CONTENT PLANNING

22. PEOPLE DON’T SHARE BLAH
Photo cred: http://www.flickr.com/photos/obeyken/4869449359/
@MackeyLeah 22

23. TECHNIQUES
• Content is still KING:
• Feed your audience &
feed the search engines
• Original: content marketing
• Curated: sharing content
created by others
• Always use content calendars
• Post content that evokes a
reaction
Really?
16%
Sad
10%
Awesome
37%
Ha!
14%
Wow
23%
Source: News.me http://goo.gl/WjCTl
What Makes People
Share Your Content?
@MackeyLeah 23

24. CREATING ORIGINAL CONTENT
• Blogging – position yourself as the expert
• Utilize thought leaders and subject
matter experts within your organization
• Utilize guest bloggers
• Guest blog for others
• Human interest content
• Company News / Events
• Behind the scenes
• Infographics
• Rich media conquers all: photo, audio,
VIDEO
• Include calls to action in posts
@MackeyLeah 24

25. CURATING & SHARING
• Industry news
• Leading publications
• Identify influencers
• Legitimizes your expertise
• Reciprocation
• Convenience of the share buttons
• Always give credit / site author
@MackeyLeah 25

26. CALENDARS
• Holidays
• Weekly vs. Monthly
• Topical (Throwback Thursday, Motivational Monday, ETC.)
• Repurposing previously created content that is still
relevant
• Be purposeful; don’t post just to post
• Consider time of day that is best to reach your target
audience
@MackeyLeah 26

27. FREQUENCY
• There is no magic # of posts you must write every month
• Basic Rule of Thumb:
• Post relevant content on a regular schedule.
• Content is still KING
@MackeyLeah 27
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week
Baseline Recommendations:
***I repeat: There is NO magic #!***

28. VISUAL CONTENT
Tweets with image links have engagement rates two times
higher than Tweets without image links.
@MackeyLeah 28
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week

29. VISUAL CONTENT
Facebook posts with photos out perform text only posts.
@MackeyLeah 29
Facebook: 20 - 40 x per month
Twitter: 30 - 60 x per month
YouTube: at least 1 x per month
Blogs: 4x per month
LinkedIn: 2 x per week
Google+: 2x per week
53%
84%
104%
0%
20%
40%
60%
80%
100%
120%
Likes Comments Click-Throughs
(Source: http://bit.ly/1dhePqM)

30. SAMPLES OF ENGAGING CONTENT
https://twitter.com/adidasHoops/status/306436412461432832
https://twitter.com/adidasHoops/status/307156711804899328
@MackeyLeah 30

31. LISTENING
Monitoring For Brand Mentions & Sentiment

32. WHAT IS SOCIAL LISTENING USED FOR?
Social
Listening
Market
Research
68%
Crisis
Identification
61%
Market Share
Measurements
57%
Influencer
Marketing
57%
Customer
Support
46%
Lead
Generation
22%
Competition
& Brand
Tracking
82%
Source: Forrester Research Trends
@MackeyLeah 32

33. WHAT IS BEING SAID?
Source: Forrester Research Trends
@MackeyLeah 33
Positive Neutral Negative
Questions
Compliments
Complaints
Reviews
Facts, Speculations, Opinions
Stories / News

34. NOW WHAT?
Source: Forrester Research Trends
@MackeyLeah 34
Ignore
&
Do Nothing
Take
Control
Your Options

35. SAMPLE POSTS ACQUIRED BY LISTENING…
Example: McDonald’s
@MackeyLeah 35
Thinking of trying a flavored coffee from McDonald's
this morning....any suggestions?
I want to try a smoothie from McDonalds but I might not like it.
@McDonalds: In honor of National Chocolate Milkshake
Day, I’m dipping my fries in my shake. Do you have a unique
way of enjoying yours?
Should I try the mango pineapple smoothie
from McDonald's ?
I hate when McDonalds sneaks those tiny little
onions on your burger.... Gross.
Dear McDonald's, thank you for the knife & fork you
included with my fruit & walnut snack tray. But may I
make a suggestion? Would you please include a spoon
in the packet, too? I mean seriously, how else am I
supposed to eat the rest of the yogurt out of the tray
once all my fruit is gone?? A knife & fork don't really
work for that. Just sayin'...
Hello people of Bradford, before you decide to go to
Bradford Mcdonalds you might want to think twice and go
somewhere else. Rumors are where you get your lattes
and or smoothies and your drinks, in the corner where the
drinks are being made you'll find cockroaches, when there
is one cockroach you know that there has to be more of
them, my suggestion to you is take you and your family
elsewhere to eat…be safe.
@AndrewSnedeker: @McDonalds Dipping my nuggets in my
shake. It is different but the contrasting sweet & savory and
the hot & cold are GREAT!!!!

36. RESPONDING & ENGAGEMENT
Closing The Loop

37. THE PROCESS
Identify
engagement
opportunities
Leverage
Subject Matter
Experts /
Departments
Respond in
near real-time
Measure
& Track
@MackeyLeah 37
Customer Care Sales ITPR Marketing

38. THE RULES OF ENGAGEMENT
• Respond to direct questions, complaints and comments
that require it
• Ask your audience for feedback
• Be prepared for the positive & the negative
• Do not delete negative posts; use them as an opportunity
• The 2 most important things you can say on social media:
“thank you” & “I’m sorry”
• Do not feed the trolls!!
@MackeyLeah 38

39. MEASUREMENT
Closing The Loop

40. METRICS
• Volume - # of posts, mentions
• Sentiment / Tone - positive, neutral, negative, mixed
• Workflow - actions taken with a post by the brand: replied to, starred, saved,
RT’d, liked, hidden, etc.
• Influencer Identification - what is the potential reach of the author?
• Classifications - questions, reviews, complaints, compliments, general mentions
• Fans, Followers, Subscribers
• Engagement - Likes, Re-tweets, favorites, +1s, comments
• Search marketing & page rankings
• Success Stories (non-quantifiable wins)
• Identify Trends (product/service releases, news, FAILS)
• The bottom line is that you need to decide which metrics matter most for your
brand and pay attention to those.
@MackeyLeah 40

41. THE ROI QUESTION
Things we should ask the ROI question about before social media: http://goo.gl/Tl5N6
@MackeyLeah 41
@unmarketing

42. A BETTER ROI QUESTION
@MackeyLeah 42
“Not everything that counts can be counted, and not everything
that can be counted counts.” –Albert Einstein
“The ROI of social media is that in five years your company will still
exist.” –Erik Qualman, Socialnomics
What is the COI?(cost of ignoring)

43. THE ROI QUESTION – FOR REAL
Metrics that you can tie a real number to and show ROI
• Conversion Rate (sales directly attributed to digital marketing
campaigns)
• Cost Savings
• Lead Generation / Audience list growth
• Social CRM / Customer Care
• Search Marketing & Page Rankings
• Referring Traffic
• Employee Recruitment & Retention
@MackeyLeah 43
Ol’ faithful:
ROI = [(Gains – Costs) / Costs] x 100

44. The tools behind the data
HOW THE FREAK DO I DO THIS?

45. SOCIAL MARKETING
10 Step Strategy
1. Audit your current social footprint
2. Research your competitors and target audience
3. Identify goals
4. Start listening
Planning
Production
5. Select your weapons
6. Develop content calendar
7. Launch
Activation
8. Engage
9. Measure
10. Refine
@MackeyLeah 45

46. Pay-To-Play
SOCIAL ADVERTISING

47. WHAT IS SOCIAL ADVERTISING?
@MackeyLeah 47
Advertising that relies on social information or networks in
generating, targeting, and delivering marketing
communications.
These consist of ads that are highly targeted and seamlessly
integrated into a user's social media experience. They are
often nearly indistinguishable from organic content.
Generally social ads are distinguishable from organic content
by their placement, or with a logo/notation saying
“sponsored” or “promoted.”

48. SOCIAL ADVERTISING VS. SEM
@MackeyLeah 48
Search Engine
Marketing
Social Advertising
Targets passive candidates in their
natural environment.
Behavioral based
Billing options: per click, engagement,
follow, like
Ads can contain social context
(like, share comment, RT)
Ads served based on interest/behavior,
opportunity for additional impression
frequency
Targets active audience who is actively
searching for opportunities on search engines.
Keyword based
Billed per click or impression
Ads do not contain social context
Ads served based on search queries

49. SOCIAL ADS NETWORKS
@MackeyLeah 49
Currently Available In Beta or
Coming Soon
*The "+Post" ads will run on
Google Display Network. The ads
look just like Google Plus posts but
appear outside the network.
Despite the introduction of the
unit, Google+ itself will remain ad-
free. (for now!)
*via promoted Tweets

50. U.S. SOCIAL MEDIA AD SPENDING FORECAST
@MackeyLeah 50
$11B

51. SOCIAL AD BUDGETS
@MackeyLeah 51
Percentage of 2012 Online Budget
Dedicated to Social Media Advertising
Source: Nielsen 2013

52. WHERE DEM DOLLAZ AT?
@MackeyLeah 52
Source: Nielsen 2013
Increase
64%
Decrease
2%
Stay The
Same
34%
Advertiser Outlook for Paid
Social Ad Budgets
1-10% 11-20% 21+%
Paid Social Ad Budgets Will
Grow By…

53. WHERE DEM DOLLAZ AT?
@MackeyLeah 53
Source: Nielsen 2013
None, it
has it's
own
dedicated
budget
41%
From
Online
Display
23%
From
Other
Online
Channels
10%
From
Offline
Channels
39%

54. THE BIG TWO
@MackeyLeah 54

55. OBJECTIVES - TWITTER
@MackeyLeah 55
Pop Quiz:
How much does a
Promoted Trend
cost?

56. OBJECTIVES - FACEBOOK
@MackeyLeah 56
Facebook

57. OBJECTIVES – PREMIUM ADS
@MackeyLeah 57
Pop Quiz:
How much does a
Facebook Log Out
Page Premium Ad
cost?

58. SOCIAL ADVERTISING BENEFITS
@MackeyLeah 58
Advanced
Targeting
Social Networks have high engagement
– Americans spend an average of 12
hours/month on social networks
Complements
marketing mix
Easy to
measure
ROI
Easy to
optimize
Pay-to-Play
Organic vs.
Paid
In-stream native ads look,
feel, and function seamlessly
across mobile and desktop
Social networks have scale -
enormous user bases and deep
databases.

59. TARGETING OPTIONS
@MackeyLeah 59
Cconnections (friends of friends)
Relationship
Status
Location
Gender Device
Network (wifi?)
Inclusion or Exclusion of
Current Fans/Followers
Behaviors / Interests / “Engaged With”
Workplace
Religion
Life Events
Income
Religion Age
Political
Affiliation
Education
Movies
you’ve
watched
Music you’ve
listened to
Books
you’ve read
Places
you’ve
checked in
OMG
STAAAHHHHP!!!
(This is getting intense! And
AWESOME!)

60. AD COMPONENTS
@MackeyLeah 60
What is your business?
What is your
message?
What is your visual
asset? (photo/video)
What action do you want
your audience to take?
1
2
3
4
1
2
3
4
1
2
3
4

61. AD PLACEMENT
@MackeyLeah 61
1. Mobile News Feed
2. Desktop News Feed
3. Right column of Facebook
(RHS)
1. Mobile Timeline
2. Desktop Timeline
3. Left hand column of Twitter
in the “Who to follow”
section.

62. THE PROCESS
@MackeyLeah 62
Adjust
Make
adjustments
based on
results
Create
Craft ads with
engaging copy
& creative
Optimize
Create combos
of targeted
audiences
Reporting
Analyze the
metrics and
KPIs that
matter to your
business

63. @MackeyLeah 63

64. Resources
EXTRAS

65. MONITORING
Paid/Enterprise
• Salesforce Radian6
• Sysomos
• Attensity
• Alterian SDL
• Crimson Hexagon
• Visible Technologies
• UberVU
• Argyle
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for
Pages)
• twitter.com/search
• crowdbooster.com
• There are many tools that exist, it seems as if there is a new social media monitoring solution that
pops up every day. With a crowded space, competition among tools pushes each platform to
evolve at a rapid pace.
• Tools are just that, tools. It is your expertise that brings the real value.
@MackeyLeah 65
About a million others. Great list at: http://goo.gl/DXteG
A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/

66. PUBLISHING
Paid/Enterprise
• Spredfast
• Salesforce BuddyMedia
• Sysomos
• Hootsuite Enterprise
• Sprout Social
• Argyle
• Hubspot
About a million others. Great list at: http://goo.gl/DXteG
A Wiki of Social Media Monitoring Solutions: http://wiki.kenburbary.com/
Free
• Social Mention
• Topsy
• Twittercounter.com
• Google Alerts
• Facebook Insights (for
Pages)
• twitter.com/search
• crowdbooster.com
• Bufferapp.com
@MackeyLeah 66

67. COOL TOOLS (AND FREE!)
• IFTTT.com
• Tweet Stats
• Refollow.com
• Tweetreach.com
• Twitterfall.com
• Visibletweets.com
• Klout.com
• Twistori
@MackeyLeah 67

68. MAJOR PLAYERS – SOME OF MY FAVS
THIS LIST COULD GO ON AND ON
• 100 best Twitter feeds for all
kinds of news http://j.mp/uR0xy
• @unmarketing
• @equalman
• @MariSmith
• @SocialMediaClub
• @markwschaefer
• @jaybaer
• @problogger
• @JasonFalls
• @smexaminer
• @ThisIsSethsBlog
• @mashable
• @Charmin (seriously.)
Nashville:
• @SMCnash
• @nashvillebiz
• @SouthernAlpha
• @nashchamber
• @nashtechcouncil
@MackeyLeah 68

69. SUGGESTED READING
Blogs
• http://mashable.com/
• http://www.socialmediaexaminer.com/
• http://www.allfacebook.com/
• http://www.mediabistro.com/alltwitter/
• http://alltop.com/
• http://www.readwriteweb.com/
• http://thenextweb.com/
• http://techcrunch.com/
• http://thebrandbuilder.wordpress.com/
• http://www.socialmediaexplorer.com/
@MackeyLeah 69

70. SUGGESTED READING
Books
• Unmarketing – Scott Stratten
• The Tao of Twitter – Mark W. Schaefer
• Socialnomics – Erik Qualman
• Social Media Analytics – Marshall Sponder
• The NOW Revolution – Jay Baer & Amber Naslund
• No Bullsh*t Social Media – Jason Falls & Erik Deckers
• Content Rules – Ann Handley & C.C. Chapman
• Wikibrands – Sean Moffitt & Mike Dover
@MackeyLeah 70