What we have learned so far about social media marketing [2014]

@jonasjuhler | jonas@lookcurious.com 1
WHAT WE’VE LEARNED SO FAR ABOUT SOCIAL MEDIA MARKETING

HOW TO NOT SUCK AT SOCIAL MEDIA
Social Media Marketing
KEA - June 10, 2014

Jonas Juhler Hansen
Managing Partner
!
Cand.it
!
Digital Strategist, Nordisk Film
Online Manager, WWF
!
Blogged for Innovation Lab, Politiken, Denfri etc.
!
Started projects like:
- twitologi.dk
- gaahjem.dk
- iquest.dk

@jonasjuhler | jonas@lookcurious.com
A social media management agency based in
Copenhagen that serves the Nordics.
!
We combine a deep knowledge of social media
with digital, PR and marketing skills.
!
We have no consultants, only community
managers constantly planning and executing on
social media.
We are Curious
4

Core beliefs
We believe social media is driven by
conversation about stories.
!
People invest in great storytelling and if
your brand can be the topic of
conversation, people will invest in you.
!
That creates a stronger, emotion driven
reach with an ampliﬁer with the size of the
internet. That is the true potential of social
media.
5

Clients

Agenda
1. Intro to social media and platforms
2. Social media strategy
3. Content strategy
4. Channel management
5. Monitoring and reporting
6. Marketing law

What is social media?
SOCIAL MEDIA BASICS

Platforms that facilitate
conversations
Email is the greatest social media ever!

Everyone is the media

Melts down owned,
earned, paid media
Earned
OwnedPaid
Social media

A new way for brands
to communicate
(Potentially)

But what about content
marketing?
We should really stop saying “content”

Platforms

Kilde: YouGov 2013

•High entry barrier
•Resource heavy
•Small penetration
•Commercially immature
Pro Con
•Inﬂuencers
•Real-time
•No marketing restrictions
•Easy to join conversations

• Visually appealing content
can be resource heavy
• Commercially immature
Pro Con
• Visually appealing
• Great for image based
storytelling
• Rapidly growing
• No promotion restrictions, yet.

• No fun, all business
• Best for b2b
Pro Con
• Facebook for professionals
• Suited for establishing thought
leadership
• Build awareness and authority in
group discussions

• Resource and content heavy
• Requires video production skills
• Can turn into IP hell
• Making a “viral” video is a bad
starting point
Pro Con
• THE video platform
• Suited for both owned and paid
• Easy to syndicate content
• Videos probably has the
strongest viral potential

• Low engagement
• For geeks and meta-discussions
Pro Con
• (Probably) good for SEO
and google integration
• Must for places searches

• Resource heavy
• Almost commercially too mature
• Often in a marketing grey area
Pro Con
• Commercially mature
• Suited for owned,
earned, and paid
• Google like blogs

New platforms emerge daily.
A social strategy extends platforms.

Social Media Strategy
TODOS BEFORE THE FIRST UPDATE

Start by asking
What do we want to achieve with social media?
This is the no.1 most important thing

Examples of objectives
- Brand awareness
- Loyalty
- Afﬁnity
- Word of mouth
- Customer service
- Trafﬁc
- Conversions

Earned
OwnedPaid
Social media
Awareness
Word-of-mouth
Loyalty
Conversions
Customer serviceReach
Trafﬁc
Recommendations

Curious Focus
- We want people to talk about the brand
- We want people to like the brand
!
In marketing language:
- Build emotion driven reach
- Enhance brand afﬁnity
!
“Shareworthy stories (owned) boosted through paid media to
create positive WOM (earned) which builds brand afﬁnity”

Don’t buy the “10 tips to social media”
Despite what some consultants say, there
is no right or wrong way to do social
media.
!
There is only the way that meets the
objectives.

Goal hierarchy
Take ownership of
brand category
Convert customers
from existing
channels
Involve users and
enable sharing of
brand stories
Reward and
acknowledge user
contributions
Establish online brand universe
Reach out to costumers and
build brand ambassadors
WHY
HOW

Target group
- Who is the target audience?
- Primary and secondary
- Demographic
- Preferences and habits

Competitors
- Who are the main competitors?
- What are they doing on social media?
- Competitors are not just competing products

Tone of voice
- Aligned with brand manual
- Aligned with target group
- Personal, ofﬁcial, neutral?
- Straightforward, ironic?

Why like us on social media?
A sentence that sums up the brand’s value
proposition on social media.
“We enable you to share your interest for [cats] with
likeminded people”
!
“Liking us builds to your image as a design and brand
conscious, modern trendsetter - or at least your desire
to be one.”
This is the second most important thing

Like most marketing, social media can rarely
stand alone. It’s not the saviour but an important
part of the marketing toolbox.

Content strategy
SO WHAT SHOULD WE TALK ABOUT?

Build reach !
Emotion driven
Shareworthy!
Content
Reaching out through!
Social PR
Promoted by!
Paid Media
Core stories executed across
platforms and media
The Curious Frame
37

Build reach !
Emotion driven
Shareworthy!
Content
Social PR
Promoted by!
Paid Media
platforms and media
Content strategy
38

A great story
Will be told everywhere regardless of media and is
- Reaction seeking
- Relevant
- Relatable
https://twitter.com/Oreo/status/298246571718483968

https://twitter.com/TheEllenShow/statuses/440322224407314432

https://www.facebook.com/photo.php?fbid=10152415416381418
There are other emotions than “lol”

https://www.youtube.com/watch?v=57e4t-fhXDs

Purpose driven content
All content is designed with a speciﬁc objective
Involvement
Retention
Awareness
Reach
Recruitment
Build audience
Brand education
Promote brand values
43

Recruitment
- Grow brand audience
- Same work to create content for 100 or 100,000 fans
- Strong incentives for CTA
- Competition-driven content

Awareness
- Reach outside existing brand community
- Shareable content to increase earned media
- Easy decodable
- Remember the brand in the hunt for likes

Awareness through
real-time marketing
- Create content related to current events
- Ride the wave of attention
- Fine balance between success and fail

Involvement
- Activate community and strengthen retention
- Target core fans with high involvement content
- How can fans contribute with on-brand stories?
- User-driven content

Brand education
- Promote brand values
- Branded assets with strong brand message
- Product information

Planning ahead
49

Flagship content and spin-offs
Story Story Story Story
Flagship story
Spin-off
Spin-off
Spin-off
LESS IS MORE

Build reach !
Emotion driven
Shareworthy!
Content
Social PR
Promoted by!
Paid Media
platforms and media
Social PR
51

Action Consequence
CAUSALITY
- Contributing to the community has positive consequences.
- An online action causes real life effect.
- Adding value to a “like”.
Sluk solen - Kræftens Bekæmpelse

Social Rewards
Social PR
Social Outreach Social Outdoor
Bursting the online bubble

Social Rewards
Building ambassadors within owned media
Reward users for contributing with
awesome stories and content.
!
Small gifts as sign of
acknowledgment.
!
Not the gift itself but what it
represents. Worth ten times the
cost of the gift.

Social Outreach
Activate inﬂuencers outside owned media
https://www.youtube.com/watch?v=JYtYCNkR1Yo

#Instagram activations

Social Outdoor
IRL events designed for social
http://www.facebook.com/photo.php?v=10151685606610609http://www.youtube.com/watch?v=_cNfX3tJonw

Brand customisation
Tangibility makes better and more sharable stories

Build reach !
Emotion driven
Shareworthy!
Content
Social PR
Promoted by!
Paid Media
platforms and media
Paid media
60

Paid Media
Delivering the story to the target group
Days of free social media
exposure are over. (they were
never there)
!
Great stories will travel further
with media budgets.
!
Allocate budgets for speciﬁc
goals.
!
All channels above and below the
line should support the story.

Channel management

Twitter
63
Which platforms should be used and to what?
Facebook
Instagram
Content editorReach main stream audience
Reach out to key inﬂuencers
Involve core users
Platforms

- When to engage in conversations?
- What to comment on?
- Answer all questions?
- Disable direct messages?
- Disable the wall?
Engage in conversations

- Take control of your community
- What is accepted and what is not?
- What to do when lines are crossed?
- How to handle trolls?
- Community “rules”
Moderation

- Handle on page or refer to customer service?
- Where to get answers?
- Acceptable response time
- FAQ
- Get angry customers off the wall
Customer support

- Assess all situations.
- Have emergency procedures, act fast
- Prepare pre-approved announcements
- Anticipate most likely crises
- Have strong ambassadors that will defend you
Crisis management

Monitoring and reporting

- Users don’t care about ofﬁce hours
- Enable notiﬁcations
- Facebook pages manager
- Falcon Social / Komfo
- Overskrift.dk / Meltwater Buzz / Radian 6
Monitor

Tools don’t make you a great community
manager or content creator.
But perhaps a little more effective

Marketing law

Promotions may be administered on Pages or
within apps on Facebook. Personal Timelines must
not be used to administer promotions (ex: “share
on your Timeline to enter” or “share on your
friend's Timeline to get additional entries” is not
permitted).
!
You must not inaccurately tag content or
encourage users to inaccurately tag content (ex:
don’t encourage people to tag themselves in
photos if they aren’t in the photo).
Markedsføringsloven Facebook guideline
Reglerne om deling er modstridende!
http://www.forbrugerombudsmanden.dk/Love-og-regulering/Retningslinjer-
og-vejledninger/Markedsfoeringsloven/Sociale-medier
https://www.facebook.com/page_guidelines.php

Branded timeline competition

Great stories beat
strategy any day!

Jonas Juhler Hansen
jonas@lookcurious.com
+45 31 38 29 78
@jonasjuhler

What we have learned so far about social media marketing [2014]

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