1. Social Media:
Advanced Tactics
Ruben Quinones,
Director of New Media

2. Who We Are
• •Strategic Online Marketing Approach
Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
• SEO, Social Media , Pay-Per-Click, Display Ad management
• Industry leading technology for managing, optimizing &
• Industry leading technology for managing, optimizing &
tracking search based campaigns
tracking search based campaigns
Some Brands We Have Worked With

3. Strategic Considerations
•
How to start developing a strategy around identifying conversations and potential influencers
• few key points on some of the top platforms
A

4. Social Media is Often Confused With…….

5. Intent Vs. Probability

6. The Secret to Marketing on Social Media
Don’t Market!

7. Marketing Your Content
• Ingredients of Social Marketing
Educational
Entertainment
Exclusive

8. Acquisition Tactics
Gated Content
Make users like to gain access to your offering or content
Contests
Provide potential fans an offering with within a defined
time period by running a contest
Causes
Appeal to FB users that have an affinity to a cause
Cross Promotion
Are there other brand that you can cross promote with?

9. Nurturing Tactics
Relevancy of Posts
What is relevant to your geography, demographics, and ad targeting?
Exclusive Promotions
What can you offer to your loyal fan base?
Highlighting Fans
Engagement tool that highlights your fan base and develops “Brand
Advocates”.
Accessibility
Allow users to tag, post,
and send a direct message to your page. Are you responsive to
comments and conversation?

10. The Social Landscape
Awareness
Favorabilit
y
Consideration
Purchase

11. Social Campaign Flow

12. Identify Key Terms for Your Customer
Segments
Audience – Segmented customer or alliance.
(consumers, dealers)
Touch points – key terms that are widely used by
your audience. Ex. (corporate entertainment ideas,
adventurous activities, water gear)
Context – key terms that attach a type of relevance,
for ex. New York, venue, etc.

13. Social Campaign Flow

14. Discovering Social Opportunity
Employ boolean searches – ex.
If a well known brand, use
“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”
“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”
“touch point” “touch point”

15. Discovering Content
Topics/Conversations
Boolean search for a context
and a touch point.
ex.
“wakeboarding”, “new york”
Use a search operator to tell
google to pull up blogs with
key phrases
Can be multiple variations of
previously mentioned
boolean searches

16. Discovering Content
Topics/Conversations
Boolean searches on Twitter

17. Discovering Content
Topics/Conversations
Boolean searches on
socialmention.com

18. Is Your Audience on LinkedIn?
Search for your audiences by
Group

19. Sourcing Your Next Topic

20. Discovering Content
Topics/Conversations
Boolean searches on YouTube

21. Social Campaign Flow

22. SocialYour Findings
Campaign Flow
Prioritize
Document your findings from
your boolean searches

23. SocialYour Findings
Campaign Flow
Prioritize
Twitter Findings

24. How Do You Stack up Against Competitors?
Measure the growth over time
(can add additional tabs on excel)
Here are some metrics that you
Will be able to view without
Being an admin of a page

25. Social Campaign Flow
Leveraging listening
tools, researching
Establishing Initiatives, Touch
Points, desired audience, etc.
Prioritizing sites, networks,
and influencers

26. Develop Content Themes across blog and social platforms
Sample themes may include:
•Education based
•Entertainment based – photos of product in action
•User generated – photos
•Promotional (minimal) – can be product shots
•Cross promotional

27. A Closer look at Some Platforms

28. Likes Are Not Sustainable

29. A True Social Network that has caters to
consumer focused brands
•Be Educational, Exclusive, & Entertaining
•Stay Engaged – Be active
•Posting – Ask questions, be Consistent, be short,
share relevant links.

31. A micro blogging service – does well for real
time response, promotions
Be Short, Responsive, and give back to the
twitter ecosystem
•Monitor – Keep an eye out for brand and audience
key terms, hashtags for opportunities to engage.
Monitor competitive tweets
•Think – Wait 5 minutes when you are about to
tweet and or have a response to one
•Give Back– Highlight your targeted audience and
likeminded brands

32. Real time aggregation of
hashtags/key terms in
tweets or twitter bios

33. Real time aggregation of
hashtags/key terms in
tweets and lists

34. Create lists of
meaningful users to
follow/engage with
Potential twitter lists to create and monitor:
•Dealers
•Retailers
•Ambassadors
•Industry Partners

35. Numbers and Engagement are not close to Facebook’s
•Is integrated into search results
•Authenticates Bloggers on sites (Google Authorship)
•Houses Google Places (formerly maps)

36. #2 Largest Search Engine in the World
•Is integrated into search results
•More of a commitment to produce content
•Works well for educational marketing, demonstrations
•See how many views your potential topics are getting

37. Social Campaign Flow
Establishing messaging,
frequency, further refine KPI’s etc.

38. GoPro

39. Social Campaign Flow
Setup channels, redirect
focus on existing if applicable

40. Social Campaign Flow
Analyze performance,
Always be listening.

41. Tools to Use
External tool - https://adwords.google.com/o/Targeting/Explorer?

42. Thank You!
www.linkedin.com/in/rubenquinones