Social media playtime is over. Go beyond the buzz with social media marketing strategies designed to make any financial director smile. From social activation to hardcore ROI, Tracy Falke will deliver the social media best practices marketers are using to adapt to the biggest shift in communication since the advent of the printing press. Topics covered: 1. The Basics - Nailing your Business Objectives & Target Audience Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource? 2. Content Strategy & Integration What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource. 3. Your toolbelt What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts. 4. What happens when things go wrong? Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above. 5. Measuring Success Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect. Presented by: Tracy Falke, Director of Strategy: Content, Search, Social Media & Emerging Technology, Powershift Media Group

1. THE NO BS GUIDE TO SOCIAL MEDIA:Social Media Strategies and Best Practices for Marketers Tracy Falke Powershift Media Group Online Marketing Summit Internet World, May 2011

2. Agenda Introduction to social media Nailing your business objectives and target audience Content Strategy and Integration Your toolbelt: Managing & Monitoring your social media What happens when things go wrong? Measuring Success

3. Social Media is big

4. So big it accounts for 22% of all time spent online * Neilsen, June 2010

5. So big that 75% of the UK’s active internet population access social daily * Neilsen, June 2010

6. Big business, social media?

7. Lead Generation

8. Sales

9. Brand Awareness

10. Reputation Management

11. Crisis Management

12. Customer Service

13. Recruitment

14. Market Intelligence

15. Build Authority

16. Drive Cost Efficiencies

17. The big hitters! Social platforms for business.

18. Challenges for Social Media & Big Business

19. Why business has been slow to SMM Unsure of what investment to make & how to measure ROI Lack of experience Lack of benchmarks Lack of staff Inability to specify infrastructure Inability to train staff No business process

20. How do other businesses use social?

21. 79% of Fortune 100 global companiesuse at least 1social media platform

22. 29% of Fortune 100 global companies use the 4 major social media platforms

23. 35% have a corporate blog 50%have a Youtube Channel 54%have a Facebook fan page 65%have a Twitter account

24. 82% update Twitter an avg of 27 times per week 68%upload and average of 10 videos per month 59%post an average of 3.6 Facebook updates per week 36%update their corporate blog an avg of 7 posts per month

25. So why should you care?

26. Peer to peer recommendations online a key factor in 50% of purchase decisions: Online word-of-mouth recommendations are highly trusted by consumers (McKinsey, 2010)

27. Social media users spend 66% longer on social networks (Nielson, 2010)

28. Ad conversion through social higher

29. Uplift through Social Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.

30. 25% of search results for the World’s Top 20 largest brands are links to user-generated content . (SES, ClickZ 2009) * Neilsen, June 2010

31. Social media is where your customers live, work & play.

32. Social Media Marketing is how we reach them.

33. Considerations for SMM Social media marketing is very different for every business: Are you a large corporate or a small business? Are you selling your services or products? Is your offer local, regional, national or international? Are you selling to end consumers or to other businesses (B2C v B2B)?

34. WHAT KIND OF BUSINESS ARE YOU? Global, national, regional or single premise? Products or services? Marketing and communication team or one man band?

35. Building a Company with Social Media

36. Social Media is big Social Media: The biggest shift in communication since the printing press

37. Social Media is big Social Media is the biggest shift in communication since the invention of the Gutenberg printing press From broadcasting your message

38. To listening and engaging your audience

39. Social Media in Context

40. The Big Shift in Marketing Landscape

41. An active social presence sells!

42. Social Media CPA is lower

43. In other words, social media is COST EFFECTIVE

44. Different types of Social Media engagement

45. LEVELS OF ENGAGEMENT

46. VOLUME OF MESSAGE AMPLIFIED

47. Content Relevance Domain Credibility Channel Alignment Timing (temporal relevance) Audience Confidence SOCIAL SUCCESS

48. Nailing your business objectives & target audience

49. Nailing your Business Objectives and Target Audience Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?

50. The Brief Business Objectives Sell more products or services Cultivate influence and authority = more press inches Cut business overheads Optimise business efficiency Optimise marketing efforts

51. The Brief Digital Objectives Higher macro-conversions Purchase Registration Comments Social shares Higher micro-conversions Multiple category views Download brochure or pdf Increased dwell time

52. XXXBrand Business Objectives 1. Drive More Business2. Increase Reputation 3. Develop Relationships4. Increase Visibility

53. Digital Goals for Social Media 1. Drive traffic to the website 2. Drive better qualified leads3. Increasing conversions to “QUOTE REQUEST”& deal4. Greater awareness of the service offer 5. Amplified Public Relations Messages 6. Market Intelligence 7. Reputation Management opportunities8. Customer Service9. Recruitment

54. Additional Objectives in SMM Increased web equity Increased visibility for our product portfolio & services through search engines & social environments Increased effectiveness & higher cost efficiencies in our SEO & PPC marketing efforts Increased ranking & conversion for highly competitive search terms Increased brand profile Increased visibility in existing business audiences Establishing position as a thought leader in our industry Demand Generation Establish the need for your products or services in market Show the problem, provide the solution

55. Questions & Answers WHAT ARE YOUR BUSINESS OBJECTIVES? WHAT ARE YOUR DIGITAL OBJECTIVES?

56. Biggest Platforms by Country

57. AUDIENCE DISCOVERY WHO Who are your stakeholders? WHAT What are you trying to communicate or achieve? WHEN When is your target audience online and in the places you are trying to reach them? WHERE Which platforms best suit your audience, given the above? WHY How does this communication help to achieve my core business and digital objectives?

58. 5 W’s for Marketing

59. DECISION MAKERS THEY WANT: Competitiveness of your offer Evidence of your company’s industry prowess Benefits of doing business with your company Financial stability of your organisation Useful content ( link bait) such as calculators, videos, account tracking, related products Account details Account contact details Relevant case studies to their sector

60. JOURNALISTS THEY WANT: Up-to-date news New product news & information The fine print Company statements Key Contacts

61. Audience Discovery: SEO Research Keyword Research & Analysis Google searches Google Trends Google Insights Social platform specific search tools Twittergrader.com Klout FINDING THE TARGET AUDIENCE

62. TWITTER Sustainability 2000 Sustainability Development 90 CSR 222 Corp Social Responsibility 100

63. Social Media Marketing on the rise

64. Resources used by other brands 11 channels 35 Twitter accts 6 people 11 channels 6 people 9 channels 1400+ people 11 channels 6 YR old community, 1.7M users 35 people

65. Content Strategy & Integration What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.

66. Media Fragmentation Direct Mail Print & Press Brand Website Magazine Forums Blogs Trade sites Banners Email PPC/ SEO Affiliates

67. Key Social Media Marketing Platforms

68. Owning the search page!

69. Ignoring the search page!

71. Affiliate Content Sites

73. Forums

75. Forums

76. Specific SM groupsWHERE IS BEST? Planning content placement across selected channels CORE CONTENT CREATE Writing &/or re-purposing content to service goals & channels KEEP ENGAGED! Ongoing engagement across platforms

77. Customer behaviours in Social Close family & friends = Known Peer Influencers Independent bloggers = Key Influencers Corporate Bloggers = Key Influencers Contributors to Youtube, Flickr,etc = Social Influencers Anonymous peer reviews = Social Influencers

78. Search & Social work in concert

79. Social Media Maximises Search Spend

82. SocialFeaturesBrand Site

83. PPC: Deals

84. Deals by Channel

85. Search Terms to Site to June 2010 Competitor names

86. Keyword Density on XXXBrand Site

87. Search Terms to Site to June 2010 Brand mention) Competitor Mentions

93. Deals by Sector to Date

94. What customers are searching for

95. BRAND TERMS j PRODUCT SPECIFIC TERMS k COMPETITOR TERMS l NEEDS BASED TERMS m

96. Brand name Brand Abbreviation

97. Week 2 Content Development Plan

99. Process changes

100. Resource recommendationsAgree on any changes or engagements Agree on any changes or engagements Agree on any changes or engagements Reporting: Monthly report on findings, recommendations and strategy Analyse data Reporting: Monthly report on findings, recommendations and strategy Reporting: Monthly report on findings, recommendations and strategy Report on findings, provide recommendations for engagement strategies

101. Compliant Content Suites 50 pre-written tweets per web article for scheduled daily release Eg: Asset Finance helps Cornish Bakery raise working capital 5 Facebook Updates (1 pw release) Eg: Business Finance to ease cashflow for Cornish Bakery 5 LinkedIn Group Updates (1 pw) Eg: Asset Financing to help Cornish Bakery’s business development 1 Adaptation per web article Video of Case study or Relationship Manager Diary per case Photos Uploaded with Search Term names

102. Collaborative & Compliant 2. 3. 1. 4. Content Suites Created from Compliant Copy Press Release created by PR agencies Content Released via Manual & Scheduled Methods Content Signed off for Release Release Content Suite Company Sign Off PR

103. MANAGING & MONITORING YOUR SOCIAL MEDIA

104. Your Toolbelt What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.

106. Auto-messaging around offers & possible customer service issuesPushing content across channels Using cross platform functionality to cut down effort of updating across social media platforms & environments Workflow of SM activity into business process Setting SM accounts up to auto-alert your business to engagement & send information to the correct business unit

107. Automation allows segmentation

108. Managing Multiple Accounts

109. Monitoring your channels & issues

110. Keeping an eye out for the opportunities

111. No Limits or Know the limits?

112. Too much info!

113. ENTERPRISE TOOLS Radian 6 Crimson Hexagon

114. Etiquette (Be Social) Automation at a rate of 80/20 Social Drivers & Tribes works best SOCIAL MEDIA MARKETING PRINCIPLES

115. DO connect to your "real-world" friends. DO integrate your existing contacts across platforms DO tie in all social properties to each other where possible DO update frequently DON'T become a Spammer DO unto others.... DON'T make assumptions about your own irresistibility DO keep your profile current DON'T confuse quantity for quality DON'T pass along questionable requests DO join relevant groups & participate DO disconnect from bad apples when you need to SOCIABILITY: The Basics

116. What happens when things go wrong? Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.

117. CRISIS MANAGEMENT PLAN

118. What’s a Crisis Management Plan? Establish “crisis scenarios” Develop a bank of content to combat these potential scenarios Establish a deployment & escalation model to push out this content Reputation management services Managing the search results page! 90% of users don’t look beyond the first results page in Google Make sure bad news gets shoved off the first page And is replaced with positive news What about when things go wrong?

119. British Petroleum: Losing Equity }Brand .Com }Social Property }News Sites }Social Property }News Sites }Social Property }News Sites

120. BP: A Brand in Crisis } Branded PPC }Social Properties }News Sites } Videos (non-brand) }Brand .Com

121. Escalation model examples

122. Crisis Management models

123. MEASURING SUCCESS

124. Measuring Success Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.

128. Digital Metrics Web Analytics Traffic increase to site Through natural search increased visibility Through Social Media properties Click Through Rates on content distributed through Social Networks Retention on Site Interactions on Site Macroconversions Examples - Download company brochure - Data capture – email request for more information Microconversions - Viewing multiple pages onsite - Unique vs returning user

129. Journey D New/Returning visitors from keyphrases to measure sticky content and access from keyphrase Which sources are generating traffic to landing pages Visits to RFQ page broken down by entry source Conversions broken down by entry source Number of hops to go from keyphrase through categories to visit RQF Percentage of visits that resulted in accurate keyphrase to category journey 1. New/returning visitors 2. Entry source for all traffic (pie chart) 3. Entry Source to page 5. No of hops to goal funnel 6. Keyphrase to relevant category as percentage of accurate association 4. Entry Source by completed goals

130. Social Metrics Quantitative Metrics Fans, Followers, Likes of FB page, etc Qualitative Metrics Engagement Metrics Clicks on content Re-tweets Shares Likes of content Comments on content Social Bookmarking Influencer Metrics % of following comprised of market influencers Engagement with Influencers @replies Conversations in social Conversation outside of social media Increase reach via Influencer Engagement # of Influencer followers if Influencer engages with content RT’s Comments Likes Shares Social Bookmarking Blog commentary

131. Social Metrics

132. Business Metrics Increased enquiries from Investors Increased share of voice in search engines Increased data capture Decreased overheads (customer service teams, human resource) Decreased SEM spend

133. WHAT ARE YOUR CHALLENGES? What kind of analytics do you use? What type of measurements do you make? How successful have you been so far?