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Social Media - Marketing in the 21st Century
- 1. Marketing in the 21st Century Ramsey Mohsen | @rm DEGdigital.com
- 2. about me: ramsey mohsen Director of Social Media at DEG National speaker regarding Digital Marketing/Social Media Over 6.5+ million views on YouTube Co-founder of the Travel Channel featured „Ugly Christmas Sweater Party‟ (fundraiser) Named one of Ingrams Magazine‟s “Twenty In Their Twenties”
- 3. Founded in 1999 in Overland Park, KS 110+ associates, strategists, designers & developers Trusted partner and significant work for global brands
- 4. `
- 8. B2B social media success. Social media helped over 56% of B2B marketers acquire new business partnerships (compared to 45% of B2C marketers). Almost 60% of B2B marketers found improved search rankings from their social media outreach (compared to 50% of B2C marketers). http://www.fastcompany.com/3003479/does-liking-bulldozer-help-sell-more-them
- 9. What is the ROI of your mom? Source: Gary Vaynerchuk
- 10. “ It takes more than a presence in new channels to improve customer experiences and relationships. - Brian Solis ”
- 11. “ Social media marketing is not easy. At its core, you’re trying to market to audiences that broadly do not wish to be marketed ” to. - Jason Falls
- 12. #1) start by setting objectives
- 13. example social media goals/objectives: Expand product and service awareness. Effectively use social channel(s) for audience engagement, advocacy, customer service, and loyalty. Acquire quality fans and followers in the social channels the brand is invested in. Integrate social into the overall marketing mix to drive consideration for the brand.
- 14. so what? Executives don’t care if you’re “good at Facebook”. They want to know its impact on the organization. What overall business objectives are you supporting? How is it affecting customer behavior? What phases of the purchase cycle are you stimulating? #IWCA | @rm | DEGdigital.com
- 15. there is no such thing as a [Twitter] strategy. “The goal is not to be good at social media. The goal is to be good at business because of social media.” – Jay Baer http://www.convinceandconvert.com/social-media-strategy/is-social-media-strategy-required-or-redundant/ #IWCA | @rm | DEGdigital.com
- 16. #2) define your targets, personas
- 20. #3) set measurements for your objectives
- 21. Example social media measurements: Referrals to .COM from social channels Lead generation forms Discovery call surveys (“how did you hear about us?”) Revenue New Fans / Followers YTD Growth Best performing engagement post (likes, comments) Best performing revenue post Worst performing…? #IWCA | @rm | DEGdigital.com
- 22. Stop counting followers as your primary metric.
- 23. #4) plan your content calendar. establish a process for creating it on an ongoing basis.
- 24. social media conversation calendar
- 25. Social is for sharing not for shopping.
- 26. “ Content is my best B2B social media lesson. I've seen many companies learn that providing interesting content (video testimonials or how-to information) is a great way to encourage ” prospects, warm up leads, and convert to sales opportunities. - Chris Brogan
- 27. The burden of Facebook and Twitter vs. your website.
- 28. The opportunity of Facebook and Twitter vs. your website. Set it and let it go to work for you. Try. Learn. Optimize.
- 29. Develop content maps opportunities for content or information you can provide throughout the buyer and existing customer cycle.
- 34. Don‟t under invest + underestimate in content. And the resources it takes to develop it.
- 35. #5) try, learn, and refine. review your metrics to determine what is working (and what is not).
- 36. TIP: Create “Facebook Interest Lists” of your competitors and aspirants.
- 37. TIP: Hold (quarterly) 101 executive sessions.
- 38. enhancing relationships (to drive sales).
- 39. Social Media can enable you to… raise brand awareness position your organization as a thought leader drive conversions (sign-ups, registrations, sales) allow you to converse directly with your audience allow you to listen to your audience‟s needs/wants provide interesting insights and anecdotal evidence complement your marketing and PR strategies (adapted from Listrak’s “Social Media Synergy”)
- 40. But you can do it wrong… use an insincere, inauthentic, hard-sell approach clutter the communication channel send mixed messages inconsistent with your brand one-way broadcast, instead of a conversation analytics without corresponding action not involve/represent your entire organization built with internal priorities and not customer priorities (adapted from Listrak’s “Social Media Synergy”)
- 41. You need a plan… that considers your objectives and your targets… before you select your strategies and technologies. 10 Tips for Social Media Success in 2013 ::
- 43. Effect of Reciprocal Attention on Relevancy
- 44. Content Differences Between Facebook / Twitter: Twitter is more urgent, immediate, velocity Twitter is more conversational Twitter has the advantage of being mobile-oriented Facebook can more flexibly present richer content Facebook is more referential and detailed Facebook is aimed at more lightly engaged
- 45. Facebook sucks if your friends suck.
- 46. Social Photos App: Frametastic
- 47. Free Social Scheduling tool: http://bufferapp.com
- 49. The feeds. They are different.
Editor's Notes
- "There is no such thing as a Twitter strategy. Or a Facebook strategy. Or a Google + strategy. Participation in these (or other) social outposts are tactics used in service of a social media strategy, which in turn is in service of a marketing (and sometimes customer service/retention) strategy, which is one element of an overall business strategy."
- "Social media at it's core doesn't want to be marketed to.“F-Commerce = JC Penney, 1-800 Flowers, and Delta AirlinesAssumption that “Facebook as portal” philosophy (AOL of the 21st Century), but that assumes we are farther along the f-commerce continuum than is actually the case.Focus instead on social utility - which we define as providing a social service that helps people find social solutions to problems or that solves social problems.For example, “away we go” App by DeltaORDevelop content that influences connected customers down the purchase path (to the correct channel to transact).
- "Traffic to Old Spice’s YouTube channel surged to 264,969 unique visitors in December 2011. That same month, the Old Spice brand site’s traffic jumped to 56,525 visitors, according to Compete.Read more at http://www.emarketer.com/Article/Whither-Brand-Website/1009585#uOR6fG5TI8thI6tT.99“"Turns out, it’s a question of context. “It’s a different mindset when [our fans] are on Facebook,” Mahan said. “When they come to social channels, they want to have fun and share. When they come to our website, they’re looking to solve a problem.”Read more at http://www.emarketer.com/Article/Whither-Brand-Website/1009585#uOR6fG5TI8thI6tT.99"
- Burden and opportunity of social is its dependency of content.