1. Steve Goldner
(a.k.a. Social Steve)
• Digital & Social Marketing Executive
• social.steve.goldner@gmail.com
• http://socialsteve.wordpress.com
• Tweeting as: @SocialSteve
2. What is Social Media?
What is Social Marketing?
Are They the Same?
3. Social Media – channels, NOT just
Facebook
Social Bookmarks
Comment and reputation
Blogs (platforms and communities)
Micromedia
Lifestreams
Twitter (really it’s own category)
Social networks
Niche social networks
Customer service networks
Video
Pictures
Music
Events
Documents
Livecasting
Wikis
Social Steve
4. What is social marketing?
Strategy, plans, execution, and measurement to yield
– Two-way brand communication and engagement
– Word-of-mouth referrals via social media channels
To influence
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Brand awareness
Purchase decisions
Customer loyalty
Brand advocacy
between brand and user
between user and user
talking about
Social Steve
8. Nearly 1/2 US population are social
network users
Source: eMarketer, Feb 2012; confirmed and republished, Aug 2012
Social Steve
9. Why is social a business imperative
“engaged customers
spend 30% more”
(Bain and Company)
“71% likelihood of
purchase when referred
by social media” (Hubspot)
Social Steve
11. The consumer journey
GROUP
FUNNEL STATE
INDIVIDUAL STATE
Customer
Love Meter
Everyone
Awareness
Interest
Target Market
Consideration
Evaluation
Prospects
Conversion - Sale
Complete assessment
Customers
Loyalty
Satisfaction defined
Repeat Customer
Advocacy
Word of Mouth
Promoters
Social Steve
12. The marketing funnel isn’t a funnel
The Social Marketing Path to Conversion
Social Steve
14. Where you start defines success
"80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer Report
Social Steve
15. Who are you?
What do you stand for?
Positioning Statement Template
For ............................ [target customer]
Who .......................... [key qualifier - form]
Our product is a ...... [product category]
That provides .......... [key benefit]
Unlike ....................... [main competitor]
Our product ............. [key point of differentiation]
Social Steve
21. 1
The Brand-Content Core
Brand content is key to keeping today’s audiences coming back, staying
engaged, and sharing with friends/family/co-workers.
Social Steve
Brand
• Sets the tone
• “Be there like a friend back during school time”
Content
• Think like a publisher
• Address specific areas of interest for your target
• Cover topics tangentially related to brand
Sharing
• Engage in conversations relevant to your brand where they exist
• Once engaged, weave branded content as part of the natural
conversation
Advocates
• Identify the people that actively share about your brand
• Engage with them one-on-one
• Focus on developing them as advocates
• Reach out to them and say thanks
22. 2
Holistic social marketing
Off-Digital Asset
On-Digital Asset
Social Steve
• Monitor for relevant mentions
• Engage and converse
• Suggest applicable content
• Continue to produce great
content
• High engagement activity
• Identify power users
• Build 1-on-1 relationships
with power users
23. 3
Measurable results
Social Awareness
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Number of mentions
URL mentions
Social Loyalty
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Fans
Followers
Community members
RSS on blog
Facebook interactions
Twitter mentions
Comments in community
Posts
Return visits to site
Social Consideration
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Visits
Pageviews
FB click throughs
Twitter click throughs
FB views
Twitter replies
Blog views
Social Advocacy
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RTs
Reblogs
Mentions
Comments off digital
Facebook likes
These categories make up our Social Brand Index
Social Steve
24. Questions?
• STEVE GOLDNER
• Digital/Social Marketing Executive
• social.steve.goldner@gmail.com
• http://socialsteve.wordpress.com
• Tweeting as: @SocialSteve
Social Steve
Notas del editor
Social marketing is about building brand relationships. Not advertisement. Not sales. Relationships not only lead to sales, but also promote brand via word-of-mouth. Identify where the conversations are happening … go there and engage. Do not assume that brand Facebook and brand Twitter are social activities.No “feel good” social marketing – MUST show measurable results