Social Sync; 2015 Trends You Need to Know; Best Practices and Measuring a Campaign Success
WHEN: Friday • January 23, 2014 • 10a – 1p
WHERE: ETR Career Center Framingham, 1671 Worcester Rd., Framingham, MA 01701
WHO WOULD BENEFIT: Professionals in the marketing, advertising, social media and business communication fields. Business owners be it start-up or established. And individuals in career transition or professional repurposing will benefit greatly from this workshop.
If you’re still using traditional marketing, you’re being left behind! Moreover your brand is being left behind! 78% of small businesses attract new customers through social media. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%).
Social media marketing isn’t a magical remedy for your marketing woes, nor is it an overblown sensation. It is a real, measurable solution that, if executed properly, will: • Increase brand awareness • Give your brand an organic, human feel • Allow you to tune in to what’s being said about your brand • Facilitate word-of-mouth marketing • Give you an immediate medium for customer and potential customer communication • Increase customer loyalty • Build consumer trust. (AudienceBloom.com)
Upon completion of this workshop participants will have a better understanding of social media marketing and leave with a broad set of tools that can be used to build powerful online marketing campaigns.
PARTICIPANTS WILL LEARN:
• How to choose the right social media network for your business
• Various content strategies
• How to use and leverage social media analytics
• To grow your social media channels
• How to convert visitors to clients
• The Social Media Trends that will dominate 2015 (Forbes)
PRESENTER: Judy Parisella – After a 20-year stint in Southern California, Judy has made her way back to her native North Shore. Today she runs her own ‘Cloud Marketing’ firm managing an array of clients and brands, from Teddie Peanut Butter to on-air (TV and Radio) personalities and more. Judy speaks and teaches widely on leveraging today’s emerging online marketing platforms and has launched her own all-natural dog snack; Puppa Nutter. More about Judy at http://www.linkedin.com/in/judyparisella and Puppa Nutter at http://www.nuttycanine.com/.
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Digital Marketing makes use of electronic devices
such as personal computers, smartphones, cellphones,
tablets and game consoles to engage with
stakeholders.
Digital marketing applies technologies or platforms
such as websites, e-mail, apps (classic and mobile)
and social networks.
Digital Marketing can be through Non-internet
channels like TV, Radio, SMS, etc. or through Internet
channels like Social Media, E-mails ads, Banner ads,
etc. Social Media Marketing is a component of
digital marketing.
Digital Marketing
14. 141/24/2015
Social Media Marketing
Social media marketing is the process of gaining
website traffic or attention through social media sites.
Social media marketing programs usually center
on efforts to create content that attracts attention and
encourages readers to share it across their social
networks.
The resulting electronic word of mouth (eWoM)
refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant
messages, news feeds) about an event, product,
service, brand or company
Source: Wikipedia
19. 191/24/2015
So Let’s Compare…
Boston Bunts
Freak’n Fabulous
Cakes
Ingredients: Whatever
is least expensive;
artificial flavors and
sweeteners; 15 year old
production facility.
Ingredients: U.S.
sourced preferably local
only; authentic flavors;
raw sugars; state-of-the-
art production facility.
20. 201/24/2015
So Let’s Compare…
Boston Bunts
Freak’n Fabulous
Cakes
Marketing Assets:
Website
Blog
eCommerce Store
Twitter
Facebook
Pinterest
Instagram
LinkedIn
YouTube Channel – Videos
Weekly eMail Blast
Marketing Assets:
Website
eCommerce Store
23. 231/24/2015
Selecting the Social Media Platform
Best For Your Brand
• Pick a platform where you
have the best potential for
reaching your ideal
audience …
• Where you can broadcast
the type of media you've
decided is best suited for
your company
source: entrepreneur.com
24. 241/24/2015
Facebook
Facebook is one of the most powerful
social platforms at 1.3 billion users. It's
size alone is ‘a positive’ for any business,
because you can assume most people are
on it.
• User can choose what to look at and what to share
• More opportunities to represent yourself in various ways
• Creates a long-term commitment and relationship building
• There's some immediacy as you can reply directly to
people's comments or questions
source: entrepreneur.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
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Example: photos should
illustrate not just you at
your desk but your dog at
a company event, or your
staff all teaming up to
work at Habitat for
Humanity.
Facebook
Portray your business in a friendly,
"sociable" manner.
source: entrepreneur.com
30. 301/24/2015
Facebook: Promotion Heavy Content =
You Need to Pay to Play
• Posts that solely
push people to
buy a product or
install an app.
• Posts that push
people to enter
promotions and
• Sweepstakes
Posts that reuse
the exact same
content from ads.
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How to Deal with the Facebook
Changes
• Create content that is conversational and
engaging.
• If you want to promote something you need to
pay to play.
• Consider using email marketing for your
promotions.
• Use other social media platforms.
• Run promotions, sweepstakes and other
campaigns on your website
http://jeannineoneil.com/ and Constant Contact
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Twitter
Twitter is an ongoing conversation that, like text
messaging, has become widely popular. Unlike
Facebook and other social media platforms, where
people can choose what to look at on your site, or
respond later, Twitter is more "in the moment.".
• Tool for businesses that want to reach out to people now,
and expect--and are ready for--people to reply now.
• Handles immediate breaking news, updates, questions
for followers, recall announcements, etc.
• It's for the business that has things to say frequently and
prefers to reach people directly.
source: entrepreneur.com
38. 381/24/2015
Twitter Changes
Tweets Of Those You Don’t Follow
Will Appear In Your Twitter Stream
• Challenges brands to be more creative with
their strategy.
• Opportunity to have more reach and connect
with others.
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LinkedIn
LinkedIn The consummate networking site.
Even before the term "social media" became
fashionable, we had ‘in the flesh’ social networking,
and that clearly defines LinkedIn.
Connect. Find. Be found.
• Build your professional identity online and stay in
touch with colleagues and classmates.
• Build and engage with your professional network.
• Discover professional opportunities, business deals,
and new ventures.
• Learn and share.
• Access knowledge, insights, and opportunities.
45. 451/24/2015
Sync Your Social Media Profiles
https://hootsuite.com/
https://about.twitter.com/products/tweetdeck
https://bufferapp.com/
http://blog.shareasimage.com/4-tools-to-publish-visual-content-to-your-social-media-
networks/#!prettyPhoto/1/
50. 501/24/2015
Building a Campaign
Is the goal to bolster brand awareness?
Do you want to improve your conversion rates?
Are you looking to boost brand mentions?
Is your goal to boost sales?
Do you want more followers?
Are you looking for more engagement from your
followers?
Do you want to drive traffic and generate
qualified leads?
Set Strategic Goal
Source: Justcreative.com
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Building a Campaign
Implement Strategies & Tactics that
Support Your Goal
Setting detailed strategies for your marketing campaign(s)
is as important as having a solid business plan.
GOAL: Increase audience
engagement
STRATEGY: Hold a photo
contest and gather entries
TACTIS: Use Hash tags
#ColtStrongPets; deploy through
social media channels
• Twitter
• Facebook
• Instagram
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Building a Campaign
Promoting the Social Media Campaign
• In the weeks leading up to your
campaign, contact your followers
and customers get them involved in
the campaign
o Could be early heads up or a pre
registration.
• Send emails to your subscribers to
join your campaign.
• Leverage all appropriate social
channels as well, by sharing
content related to your upcoming
campaign regularly.
• Link it to your website.
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Engagement should happen all through the
campaign – before launch, during the
campaign, and after its run course.
Social media works on dialog,
not monologue.
Engagement is crucial for any social media
campaign to succeed.
Building a Campaign
Encourage Engagement
Source: Justcreative.com
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Building a Campaign
Pre-Launch & Launch
Engage with your current following to get them excited
& consider entering.
The above tweet from Domino’s Pizza UK is a good
example of how a brand can set the stage for the launch of a
new social media campaign. They offered cheaper pizzas in
return for a Tweet.
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Building a Campaign
During Campaign
Updates are a great way to keep your campaign’s supporters engaged and
motivated. You can share information about how your campaign is
progressing by tweeting or posting recent updates of the campaign. You
can live feed your Twitter stream on your website for your site visitors.
The above tweet from Starbucks during their ‘Tweet-a-Coffee‘ campaign
shows how they interacted with their followers and supported them
through the campaign.
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Building a Campaign
Post Campaign
Engaging consumers post the campaign is your best bet for customer
acquisition, brand building and fostering customer loyalty.
Evian, a brand of mineral water engaged with their
#AmazingBabyRescueMe campaign participants, post campaign, by
offering them gift vouchers.
Following up with your already engaged audience will ultimately lead to
higher conversion rates.
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Campaign Metrics
Analyze Your Metrics
The best way to understand whether or not your marketing efforts were
successful is by evaluating your campaign. One way you could do this
is by analyzing posts related to the campaign.
Facebook Ads Manager
58. 581/24/2015
Top 5 Digital Marketing Trends of 2015
1. Move to Mobile
2. Small Biz Gets a Big Voice with
Content Creation
1. Automation
2. Big Data is Going To Drive Social
Advertising
3. Shift Towards Pay to Play
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2. Content Creation
• Write your own
• Use a third parties' content – YOU MUST
CREDIT AN ORIGINAL SOURCE
• Share Others’ stuff
• Use a Content Topic Prompt
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Reference & Source Material Used in
this Presentation
I am grateful to the following individuals; firms and organizations for their insight, research and willingness to share with
those who are willing to search.
Slide Number Source and/or Reference
10 – 14 Wikipedia
11 – 13 www.onemcr.co.uk
15 http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-
marketing/
23, 24, 25 - 36 http://www.entrepreneur.com/
26 http://search.fb.com/
32 - 33 https://www.facebook.com/business/news/call-to-action-button
34, 35, 38, 59, 60 http://jeannineoneil.com/ and Constant Contact
45 - 49 Platforms used to schedule, monitor and sync social media sites: https://hootsuite.com/,
https://about.twitter.com/products/tweetdeck,
https://bufferapp.com/
50 - 56 http://justcreative.com
61 Content Creation Prompter Google Alert: https://www.google.com/alerts
62 Content Creation Prompter: Smart Briefs: http://www.smartbrief.com/
63 Content Creation Prompter: Blog Topic Generator: http://www.hubspot.com/blog-topic-
generator