Finding Focus in the Social Media Maelstrom
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The document provides 10 steps for focusing social media marketing efforts amid the large number of social media platforms and high volume of content. It recommends separating personal and professional accounts, identifying where target customers are active, knowing where competitors are focusing, using industry best practices and data to determine priorities, doing a resource check, integrating social media with overall marketing plans, setting metrics for success, following agile processes to continually improve, regularly reporting on results, and being a source of social intelligence within the organization. The goal is to help organizations focus their efforts on the most important 1-2 social networks for their goals and industry.
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Finding Focus in the Social Media Maelstrom
- 1. Margaret Dawson CMO, Rival IQ @seattledawson @RivalIQ Finding Your Focus amid the Social Media Maelstrom
- 3. You aren’t alone & for good reason • 650 million Twitter users • 58 million tweets every day • 1.4 billion Facebook users spending 700 billion minutes on the network every month • 58% of the U.S. population use at least one social network -98% for those aged 18 to 24 3
- 4. Customers using multiple channels 4
- 5. Plus, your competitors seem TO BE everywhere 5
- 6. We’re biting off more than we can chew How many social networks does your organization have a presence on today? How many of those social networks are you actually active? (posting at least twice a week, building audience, etc.) 4% 3% 33% 47% 13% 7% 9% 56% 25% 3% 10 or more 7 to 9 4 to 5 2 to 3 1 Social Network Presence Active Social Network Source: Social Media Trends 2015 Research, Rival IQ 6
- 7. How do we focus? 7
- 8. 10 Steps to Improved (and focused) Social Media Marketing
- 9. Step 1 Separate personal from professional 9
- 10. Separate your personal and brand voice Resource: https://www.rivaliq.com/blog/personal-corporate-social-media-personas/10
- 11. Who is your target persona? Is it you? 11
- 12. Target customer personas SMB Small 2 – 99 employees SMB Medium 100 – 1,000 employees Enterprise 1,000+ employees Bob Smith CEO BS Engineering Rita Mehta VP, Technology & Security Big Deal Pharmaceuticals Antonio Clarkston CIO Mongo Bank Worldwide Through Channel & Technology Partners Direct Sales 12
- 13. Target customer: SMB Small • Largest group of SMBs worldwide • Once 25 to 50 employees, has at least one internal IT person – but needs expertise from channel partner • Owner usually still approves all “IT” decisions • Sample industries would be: eCommerce retailers High-tech companies Healthcare Offices Engineering firms (CAD/CAM) Restaurants / Small Shops Food or Alcohol Distribution / Manufacturing Media or production companies Law firms • Needs to move to SaaS apps and cloud solutions, but might be slow to upgrade • VERY cost sensitive – wants a deal and hates the cost of technology • Starting to embrace BYOD out of necessity • Needs some hand-holding and likes fast tips and training Bob Smith CEO BS Engineering 13
- 14. Step 2 Identify where your target customer is 14
- 15. Know where your customers are 15
- 16. Analyze companies with same target Create market landscapes of companies that are targeting your customers but are not competitors, like this Sports Fans landscape. 16
- 17. Find out where engagement is Other companies targeting sports fans are getting the most engagement on Instagram and then Facebook . . . 17
- 18. Follow your CURRENT B2B customers Do some research on where your current customers are spending time. Are you following your key customers? 18
- 19. Do a paid follower campaign Pick one of the top networks you’ve found through this research and test your theory – are you getting new quality followers? Image: Rival IQ Influencer follower campaign 19
- 20. Follow market influencers From Rival IQ Twitter Mentions report: 20
- 21. Step 3 Know where your competitors are! 21
- 22. Where is their social presence? Looks like Twitter and Facebook (and Instagram?) are key 22
- 23. Where is their activity & engagement? It’s all about Facebook – you know where to prioritize now! 23
- 24. Step 4 Use market best practices & data 24
- 25. Facebook and Twitter are easily the most important social networks for marketers How Important are these social media networks? 158 0% 1% 4% 6% 7% 7% 21% 28% 36% 1% 3% 10% 14% 19% 26% 28% 37% 26% 3% 7% 18% 21% 16% 31% 24% 21% 17% 13% 17% 22% 29% 20% 22% 14% 10% 14% 83% 72% 46% 30% 38% 14% 13% 4% 7% Snapchat Tumblr Pinterest Google+ Instagram YouTube LinkedIn Twitter Facebook Critical - Our Top Channel Very Important Important Somewhat Important Not Important Source: Social Media Trends 2015 Research, Rival IQ 25
- 26. Critical Social Networks for B2B: LinkedIn and Twitter take the lead! How Important are these social media networks? (filtered by B2B marketers only) 158 1% 3% 1% 5% 5% 6% 31% 33% 21% 0% 3% 4% 14% 8% 26% 35% 36% 25% 1% 3% 13% 23% 9% 28% 22% 21% 19% 7% 9% 18% 30% 20% 24% 9% 7% 24% 91% 82% 64% 28% 58% 16% 3% 3% 11% Snapchat Tumblr Pinterest Google+ Instagram YouTube LinkedIn Twitter Facebook Critical - Our Top Channel Very Important Important Somewhat Important Not Important Source: Social Media Trends 2015 Research, Rival IQ 26
- 27. Rival IQ shows same trend Twitter and LinkedIn are no compromise for this B2B landscape Source: Rival IQ - Market Landscape of B2B Integration Companies 27
- 28. Critical Social Networks for B2C: Facebook RULES all for consumer marketing How Important are these social media networks? (filtered by B2C marketers only) 158 0% 0% 7% 4% 5% 6% 6% 21% 57% 0% 6% 16% 13% 31% 26% 16% 40% 23% 3% 9% 18% 25% 21% 28% 26% 22% 13% 18% 18% 30% 27% 16% 24% 23% 13% 4% 79% 67% 29% 31% 27% 16% 29% 4% 3% Snapchat Tumblr Pinterest Google+ Instagram YouTube LinkedIn Twitter Facebook Critical - Our Top Channel Very Important Important Somewhat Important Not Important Source: Social Media Trends 2015 Research, Rival IQ 28
- 29. Don’t Miss the Power of Instagram Instagram is critical for many consumer brands, especially for visual products, such as fashion. 29
- 30. What about Google+? 1. Growing user base, especially B2C 2. Great for building community and fans around a “brand” 3. It influences your search results – “Google loves Google” Why You Should be there: Great resource: http://blog.rivaliq.com/google-plus-company-page/30
- 31. Step 5 Establish your priorities & plan 31
- 32. 32 Establish your branding and positioning for social media Start with top 2 social networks Do these really WELL Test new ones once you have a cadence and success with first two
- 33. Social media strategic plan Social Channel Priority Target Strategic Objective Follower Goal Follower Growth Goal Activity Goal (per day) Engagement Rate Goal Facebook 1 Customers / Partners Brand awareness Lead Generation 25,000 2% p/m 1.5 2.5 Twitter 1 Customers / Prospects / Influencers Brand awareness Thought Leadership 5,000 3.5% p/m 10 1.2 Instagram 2 Customers / Prospects Brand awareness 3,000 1% p/m .5 35 Google+ 3 Prospects / Google improve search results and click through rates n/a n/a 1 n/a LinkedIn 3 Employees / Influencers Corp Community Recruiting Thought Leadership 500 (all employees) n/a .25 2.0 YouTube 3 Prospects / Video Links Video repository Viral marketing n/a n/a As needed n/a 33
- 34. A note about sub-brands & geos Match Brands with the Right Social Channel 34
- 35. Work for consistent branding & message Develop standards and policies across brands! 35
- 36. Step 6 Do a resource reality check 36
- 37. People and Budget • Do you have a dedicated social media manager? Can you hire one? • How much of your marketing budget is earmarked for social? • How much time can your team commit to social media each day? 37
- 38. Companies are investing more in social media in 2015 over last year What percentage of your marketing budget went to social media in 2014? 158158 What percentage of your marketing budget do you expect to spend on social media in 2015? 15% 5% 4% 5% 12% 24% 34% 15% 5% 3% 4% 7% 17% 49% I don't know More than 50% 41 to 50% 31 to 40% 21 to 30% 10 to 20% Less than 10% 2014 Spend 2015 Expected spend Source: Social Media Trends 2015 Research, Rival IQ 38
- 39. Most companies have 1 – 3 people managing social media initiatives How many people are managing social media for your organization / division? 158 3% 2% 1% 3% 7% 37% 46% 4% Other Over 15 people 8 to 15 6 to 7 4 to 5 2 to 3 1 person None Number of People Managing Social Media Other was: • No single person – but several people do social media as part of their job Source: Social Media Trends 2015 Research, Rival IQ 39
- 40. Social Media is NOT an Intern Job Source: http://www.prcouture.com/2013/06/05/4-reasons-not-to-put-interns-in-charge-of-social- media-and-4-things-they-can-do-instead/ 40
- 41. Step 7 Integrate social media with overall marketing plan 41
- 43. Align social with SEO & PPC 43
- 44. Create social landing pages 44
- 45. Step 8 Set metrics for success 45
- 46. What are your social goals? 46
- 47. Conversion to Revenue and Social Media Engagement Most Important Metrics What is the MOST important marketing metric your team measures and reports? (pick only one) 158 1% 1% 3% 3% 3% 4% 5% 7% 9% 11% 13% 20% 20% Other Cost Per Click (CPC) Social Media Activity Total Impressions / Reach Brand Equity, Recall Social Media Audience New Leads (top of funnel) Campaign-specific Metrics Unique Visitors (New Users) to Website/Blog Qualified Leads Conversion to Qualified Lead, Demo, Trial or Sign-up Social Media Engagement Conversion to Revenue Other was: • No single most important metric • We don’t measure our marketing Source: Social Media Trends 2015 Research, Rival IQ 47
- 48. Social as part of Marketing Scorecard Strategic Objective Item Target Metric Q1 2015 MAIN BUSINESS GOAL Drive higher revenue through customer delight • NPS 10+ • 1M MRR by Q4 15 • NPS -2 • 125k MRR Supporting Marketing Goals Increase Conversion & MRR Conversion Sign-up to paid • 5% • 4.5% UV to Sign-up conversion • 10% • 11% Blog conversion to sign-up • 4% • 2% Social conversion to sign-up • 2% • .5% Prove Need & Value Customer testimony • 2 case studies p/m • None in Q1 Email nurturing • 2 p/m • 40% open rate • 20% CTR • 2 p/m • 30% open rate • 13% CTR Build Awareness & Interest Website New User Visits • 2,000 per day • 1,800 per day Social Followers • 50,000+ • 35,000 Facebook Engagement Rate • 2.5 • 2.8 Twitter Engagement • 1.2 • .43 Top Social Content • Top 3 in Landscape • 4th best content = on track, trending right direction = at risk, a bit behind, delayed = goal not met, cancelled or high risk48
- 49. Step 9 Follow agile social processes – keep improving 49
- 50. Plan, Do, Measure, Iterate! Presence Audience ActivityEngagement Measure Community 50
- 51. Set up your presence correctly Company Pages not Personal Profiles http://blog.rivaliq.com/company-pages-on-google-plus/ 51
- 52. Build your fan base How many followers do you need? 52
- 53. How much activity is enough? 53
- 55. Some favorite tools to help you 55
- 56. Google Analytics, Facebook Insights & Twitter Analytics are MUST HAVEs for marketers What tools do you use to help with social media content, analytics or publishing? (check all that apply) 158 Other tools included: • Quintly • Adobe Social • LittleBird • Sprnklr • TrackMaven • PostPlanner • LocalResponse • gShift • Crowdable • Pinterest Insights • SocialBro • YouTube Analytics • Social Bakers • NewsCred • TweetDeck 79.1% 62.7% 58.2% 44.6% 33.4% 24.3% 21.4% 20.4% 17.5% 14.1% 12.5% 9.7% 8.1% 5.2% 5.2% Google Analytics Facebook Insights Twitter Analytics Hootsuite Rival IQ * Survey Monkey Buffer Moz SproutSocial FollowerWonk Simply Measured HubSpot Topsy Radian6 Salesforce Marketing Cloud Top Tools (Received over 5%) • SEMrush • BuzzSumo • Sysomos • Affinio • Cyfe • Act-On • Iconosquare • Oktopost • Sysomos • Netbase • TrueSocialMetrics • RavenTools • LinkedIn Analytics • We use no tools * Rival IQ sponsored this research and its customers were invited to participate Source: Social Media Trends 2015 Research, Rival IQ 56
- 57. Step 10 Report on your successes and learnings 57
- 58. What is your reporting cadence? 58
- 59. How often should you report? Report Social Media Engagement Weekly & Monthly 36% 23% 20% 51% 16% 35% 25% 21% 35% 36% 21% 37% 29% 31% 34% 11% 33% 26% 27% 28% 27% 25% 33% 26% 28% 37% 38% 23% 40% 29% 34% 43% 31% 32% 37% 29% 6% 9% 8% 15% 11% 7% 14% 9% 7% 7% 9% 8% Cost Per Click (CPC) Social Media Activity Total Impressions / Reach Brand Equity, Recall Social Media Audience New Leads (top of funnel) Campaign-specific Metrics Unique Visitors (New Users) to Website/Blog Number of Qualified Leads Conversion to Qualified Lead, Demo, Trial or Sign-up Social Media Engagement Conversion to Revenue Don't report Weekly Monthly Quarterly Source: Social Media Trends 2015 Research, Rival IQ 59
- 60. Be the source of social intelligence 60
- 61. You can be a Marketing Superhero http://go.rivaliq.com/semrush-webinar-superheroes/ 61
Notas do Editor
- Establish your branding and positioning for social media Start with top 2 social networks Do these really WELL Test new ones once you have a cadence and success with first two
- How many followers is enough? What engagement level do you need? How much Web or Blog traffic do you need from social? What kind of conversion rate do you expect from social?