Publishing Context To Using Social Media
- 1. Using Social Media A Publishing Context to Davina QuartermanMarketing Manager
- 2. IntroductionWord of Mouse People are talking about your company, products, published research and books everyday across numerous platformsDefine a Clear Road MapNo quick wins
- 3. Social Media TrendsRegional differencesFacebook and Twitter are popular in US, UK and Northern EuropeFriendfeed popular in APACSubject differencesLinkedInLabRoots Sermo
- 4. ChallengesIncreasing distractionsIncreased expectationNew communities/new opinionsMeasurability (ROI)
- 5. Social Media CycleLeverage social media to meet objectivesSOURCE: Virtuous Cycle of Social MediaDiagram adapted from www.zacharyclayton.com
- 6. Before you start Set SMART objectives
- 8. Before you start Set SMART objectivesNeed to S.T.P audience
- 9. What is STP?SegmentListen and watch themTargetSocial Technographics™ LadderWhich groups are most activeWhat do we want to achieve
- 10. Social Technographic™ LadderCreatorsUse to help generate good contentCriticsUse to help endorse youCollectorsJoinersSpectatorsInactivesAvoid!Most ActiveLeast ActiveSOURCE: Forrester Research IncAdapted from diagram in Groundswell by C. Li and J. Bernoff
- 11. What is STP?SegmentListen and watch themTargetSocial Technographics™ LadderWhich groups are most activeWhat do we want to achievePositionWhich platform or technology is best suited?Be where your audience are
- 12. Before you start Set SMART objectivesNeed to STP audienceIntegrate with traditional methods
- 13. Social NetworkingFor sellingProvide open and honest communication channel with customersBuild and enhance relationships with LibrariansFor commissioningConnect with new/potential authorsProvide post-publication self-promotion advice Discover research trends and hot topicsSOURCE: Erik Qualon
- 14. Social Media MarketingThe new rules of online communication and engagement: Nobody cares about your products (except you)No coercion requiredLose controlPut down rootsCreate triggers that encourage people to sharePoint the world to your (virtual) doorstep SOURCE: World Wide Rave by David Meerman Scott
- 15. Start the ConversationEngagement Tone of voice ContentLead Nurturing and Call to Actions
- 16. Listening Tools & AppsGeneralRSS feeds aggregators, Social Mention, Technorati, BackTypeTwitterTwitterfall, TweetDeck, SeesmicFacebookFacebook search
- 17. Time Management TipsSchedule postsTwitterfeed, HootsuiteLet the updates come to youAggregate listening tools
- 18. Measuring SuccessWebsite Traffic# views, visits, returning visitors, drop rate, time spent on site, location of users, referrer reports, SEO rankingBranding# external mentions, # conversations about brand, quality of conversationsCustomer SatisfactionReturning customer rate, reviews and opinion votes
- 19. Measuring ROIProof of conceptEstablish a baseline before SMCreate Activity TimelinePlot dates of activities, click throughs, website traffic fluctuations, retweets, blog mentionsLook at Sales Revenue# transactions, gross income, new customersAlso consider non-financial rewardsPost sales support, future R&D ideas, lead nurturing, market researchSOURCE: Oliver Blanchards Basics Of Social Media ROI. Available via Slide Share
- 20. Analytic Tools & AppsURL Click-throughsBit.ly, HootsuiteWebsite TrafficGoogle AnalyticsConversations and Blog MentionsSocial Mention, Topsy.com, Google Alerts, Omniture, PostRank AnalyticsFollower TrendsTwitter Karma, Foller.me
- 21. Future of Social MediaIs this just a fad?AudienceMobile usage, platformsKey PlayersGoogle, iPhone App Store, Android MarketBusiness ModelsAdvertising, Publishing 2.0
- 22. Key Points to RememberSocial media is not controlled or owned by you. You are contributing to existing conversationsSet clear objectives from the outset (helps with ROI)ROI may not be the same as traditional methodsDon’t be scared!
Editor's Notes
- #6: Building and leveraging relationships between products and our customers.We’re able to listen and join in with conversations within the community, allowing us to tailor the messages we contribute and ultimately add value.
- #7: Need to plan before you start. Social media can becoming overwhelming because there’s so much happening out there. No matter how genuine you intend to be in your relationships, and you should(!), you should plan your time and approach to it.
- #8: Specific - Be precise about what you are going to achieve. Measurable - Quantify your objectives. Achievable - Are you attempting too much? Realistic - Do you have the resources to make the objective happen (people, money, machines, materials, minutes)? Timed - State when you will achieve the objective (within a month? By February 2018?)
- #10: How to Segment -listen, watch, what are our audience ready for, what do we want to get out of it, should we build or use existing.Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
- #11: Creators – Write blogs, upload videos, write articlesCritics - Post ratings and reviews, contribute to online forumsCollectors - Use RSS feeds, social bookmark, vote on websitesJoiners - Use social networking sites, join groups and fan pagesSpectators - Read blogs, watch videos, listen to podcasts, read customer ratings. Can be good to promote word of mouth offline.Inactives -Nothing!By determining which groups make up your target audience, and which groups are bigger than others will help to formulate the strategy you use to get the most out of social media/networking.
- #12: How to Segment (listen, watch, what are our audience ready for, what do we want to get out of it, should we build or use existing)Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
- #13: Integrate – No quick win, not necessarily the one stop answer to your marketing or networking needs.
- #16: Engagement – be humble, listen, find out audience goals and aims and share yours. Listen first, sell second.Tone of voice – support goals of audience instead of sellContent – add value, encourage sharing, ensure content leads to some measurable result. A study by Pear Analytics found that 40% of tweets are “pointless babble.”4. Lead nurturing - a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Adds to the idea of ‘No Quick Wins’ in this game. When the relationship is ready for closure, have a good landing page with a clear call to action. The call to action needs to also be in the spirit of the relationship.
- #18: Schedule – beware that too much automation will turn people off. Still need that human touch. Check in to the account once a day or every couple of days to respond to questions, queries or to ‘listen’ and adapt the messages.
- #20: Need to determine which social media activities are making an impact on the bottom line but it’s a new mode of approaching ROI Measure to understand and improve Social Media activitiesROI is a business metric not a media metric, consider ROE Return on Engagement.
- #21: HootSuite() — HootSuite is a great Twitter manager but also offers impressive analytics. The nice thing about the click data you get from an app like HootSuite (or bit.ly) is by looking deeper you can more easily see if those clicks translate into transactions or impressions on your other sites.Google Analytics() — It’s free and it can provide a really powerful baseline for a variety of different factors. You can track incoming links and then the activities of the users they send, which can be helpful.Omniture — Omniture has a slew of services available for businesses, including components that track Facebook and Twitter metrics.PostRank Analytics — This suite of tools measures social engagement on other platforms and services. What’s nice about PostRank is that instead of just a raw number, you can actually see the messages and comments from other sites that contribute to your stats. Combines Google Analytics with Social media monitoring.