No good marketing program is complete until you've included the social media element. Learn from one of the nation’s leading social media experts about what’s working, who’s creating influence and how you can incorporate social int your marketing mix. Presented by Angela Connor at MarketingEDGE 2013 in Houston, TX.

1. Social Media and Your
Marketing Mix
Angela Connor, SVP; Group Director - Media
October 22, 2013
MarketingEDGE 2013
#CapstratSocial

2. WHAT TO EXPECT
I pledge to be:
•
•
•
•
•
•
Candid
Insightful
Passionate
Helpful
Funny
Enlightening
AngelaConnor.com
aconnor@capstrat.com
Angela Connor
@communitygirl
#capstratsocial
2
© 2013 Capstrat LLC. All Rights Reserved.

3. What I’ll Share Today
AGENDA TOPIC
TIME
Audience-first marketing strategy
10 minutes
Finding your target audience
15 minutes
Incorporating social media into the mix
10 minutes
Building an analytics framework
Guiding principles for brands today
10 minutes
Discussion/Q&A
10 minutes
Angela Connor
@communitygirl
#capstratsocial
3
© 2013 Capstrat LLC. All Rights Reserved.

4. My Favorite Quote about Change
In times of profound
change, the learners
inherit the earth, while the
learned find themselves
beautifully equipped to
deal with a world that no
longer exists.
-Eric Hoffer
Angela Connor
@communitygirl
#capstratsocial
4
© 2013 Capstrat LLC. All Rights Reserved.

5. Social
is augmenting
every
communications
touch point in
every company.
Angela Connor
@communitygirl
#capstratsocial
5
© 2013 Capstrat LLC. All Rights Reserved.

6. The “Audience-first”
Marketing Strategy
Angela Connor
@communitygirl
#capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.

7. Cool, Unique Ideas
Link: http://www.buzzfeed.com/clockmode
Angela Connor
@communitygirl
#capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.

8. Media Usage – Omnichannel Consumers
Angela Connor
@communitygirl
#capstratsocial
8
© 2013 Capstrat LLC. All Rights Reserved.

9. Audience-first Marketing Strategy
Nine out of 10
searches result in
action.
59% of people who
search for a local
store will actually
visit.
Angela Connor
@communitygirl
#capstratsocial
9
© 2013 Capstrat LLC. All Rights Reserved.

10. Angela Connor
@communitygirl
#capstratsocial
10
© 2013 Capstrat LLC. All Rights Reserved.

11. Don’t be so strategy-oriented that you ignore what
needs to be done.
11
© 2013 Capstrat LLC. All Rights Reserved.

12. Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor
@communitygirl
#capstratsocial
12
© 2013 Capstrat LLC. All Rights Reserved.

13. Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor
@communitygirl
#capstratsocial
13
© 2013 Capstrat LLC. All Rights Reserved.

14. Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor
@communitygirl
#capstratsocial
14
© 2013 Capstrat LLC. All Rights Reserved.

15. Case Study: Blue Cross and Blue Shield of
North Carolina
Angela Connor
@communitygirl
#capstratsocial
15
© 2013 Capstrat LLC. All Rights Reserved.

16. Case Study: Blue Cross and Blue Shield of
North Carolina
8,703
1,605
1,726
6 million
LIKES
SHARES
COMMENTS
REACHED
104,649
693
389
974
CLICKS
RETWEETS
REPLIES
HASHTAGS
Angela Connor
@communitygirl
#capstratsocial
16
© 2013 Capstrat LLC. All Rights Reserved.

17. Angela Connor
@communitygirl
#capstratsocial
17
© 2013 Capstrat LLC. All Rights Reserved.

18. Finding your Target Audience
One out of every seven minutes spent online is spent on Facebook.
23% of Facebook users check their newsfeed more than 5 times per
day.
2.1 billion search queries are conducted on Twitter every day. That’s
almost half as many as performed on Google.
1,370 company pages are added to LinkedIn every day.
Facebook and Twitter traffic peaks in the afternoon.
200 million hours of video are watched on YouTube every day.
10 million presentations have been uploaded to Slideshare.
Angela Connor
@communitygirl
#capstratsocial
18
© 2013 Capstrat LLC. All Rights Reserved.

19. Angela Connor
@communitygirl
#capstratsocial
© 2013 Capstrat, LLC. All Rights Reserved.

20. Finding Your Target Audience
Angela Connor
@communitygirl
#capstratsocial
20
© 2013 Capstrat LLC. All Rights Reserved.

21. Finding Your Target Audience
By title
By actions
- who they follow
- retweet
- favorite
By interests
Through hashtags
Through competitors
Angela Connor
@communitygirl
#capstratsocial
21
© 2013 Capstrat LLC. All Rights Reserved.

22. Finding your Target Audience
Angela Connor
@communitygirl
#capstratsocial
22
© 2013 Capstrat LLC. All Rights Reserved.

23. Finding your Target Audience
Angela Connor
@communitygirl
#capstratsocial
23
© 2013 Capstrat LLC. All Rights Reserved.

24. Find relevant hashtags
#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#business
Angela Connor
#leadfromwithin
#TNLive
#in
#healthcare
#HRTechChat
#HRtech
#management
#recruiting
#USGuys
#career
#NextChat
@communitygirl
#capstratsocial
24
© 2013 Capstrat LLC. All Rights Reserved.

25. Finding your Target Audience
Angela Connor
@communitygirl
#capstratsocial
25
© 2013 Capstrat LLC. All Rights Reserved.

26. Finding your Target Audience - Teens
#threewordstoliveby
#love
#me
#cute
#eyes
#nice
#tbt
#throwbackthursday
Angela Connor
#nosleep
#bringitback
#graphingcalculatorproble
ms
#twothingsthatdontmixwell
@communitygirl
#capstratsocial
26
© 2013 Capstrat LLC. All Rights Reserved.

27. Finding your Target Audience
• By interests, age,
demographic location,
education and
workplace
• By the pages and
brands they “like”
• Through competitors
• Through advertising
Angela Connor
@communitygirl
#capstratsocial
27
© 2013 Capstrat LLC. All Rights Reserved.

28. Finding your Target Audience
Angela Connor
@communitygirl
#capstratsocial
28
© 2013 Capstrat LLC. All Rights Reserved.

29. Case Study: Deloitte Analytics
Angela Connor
@communitygirl
#capstratsocial
29
© 2013 Capstrat LLC. All Rights Reserved.

30. Case Study: Deloitte Analytics
LinkedIn advertising targets for The insight economy: Big
data matters – except when it doesn’t mini-book:
• C-level executives
• Management title and
above in banking,
retail, insurance,
federal and consumer
products
• People with research
job function
correlating to
Analytics positions
and Analytics group
members
Angela Connor
@communitygirl
#capstratsocial
30
© 2013 Capstrat LLC. All Rights Reserved.

31. Case Study: Deloitte Analytics
Total spend: $36,000
Impressions: 1.7 million
Clicks: 1,856
Click-through rate: 0.11%
Poll votes: 830
Big Data Interactive
Infographic
Angela Connor
@communitygirl
#capstratsocial
31
© 2013 Capstrat LLC. All Rights Reserved.

32. Case Study: Allianz USA
Angela Connor
@communitygirl
#capstratsocial
32
© 2013 Capstrat LLC. All Rights Reserved.

33. Case Study: Allianz USA
Angela Connor
@communitygirl
#capstratsocial
33
© 2013 Capstrat LLC. All Rights Reserved.

34. Guiding Principles for Marketers and Brands Today
Become a master at finding your audience on
social media. Don’t be a naysayer.
Don’t add on. Integrate. Don’t Check the box.
Try things that scare you. Test and Learn.
Adjust your beliefs on how to use media for
brand building.
Measure what matters.
Angela Connor
@communitygirl
#capstratsocial
34
© 2013 Capstrat LLC. All Rights Reserved.

35. Case Study: Carolina Biological Supply
Company
Angela Connor
@communitygirl
#capstratsocial
35
© 2013 Capstrat LLC. All Rights Reserved.

36. Angela Connor
@communitygirl
#capstratsocial
36
© 2013 Capstrat LLC. All Rights Reserved.

37. Case Study: Building an Analytics Framework
Goal
Key Metric
Key Target
8-Week
Average
Final Status
Drive
engagement
on Twitter
Increase
followers on
Twitter
Expand
reach on
Facebook to
connect with
teachers
unable to
attend the
conference
Angela Connor
@communitygirl
#capstratsocial
37
© 2013 Capstrat LLC. All Rights Reserved.

38. Case Study: Building an Analytics Framework
Goal
Key Metric
Key Target
8-Week
Average
6 favorites,
retweets and
mentions
Final Status
Drive
Twitter favorites,
engagement retweets and
on Twitter
mentions
65 favorites,
retweets and
mentions from
April 10-15
Increase
followers on
Twitter
60 new followers 10 new
from March 29 to followers
April 22
60 new
followers
(baseline: 701)
175 new fans
from April 4-15
627 new fans
(baseline:
8,050)
5,503 average
reach
New Twitter
followers
Expand
New Fans
reach on
Facebook to
connect with Facebook Post
teachers
Reach
unable to
attend the
conference
Angela Connor
71 new fans
Average of 1,750 1,260 average
reached for all
reach
posts.
@communitygirl
52 favorites,
retweets and
mentions
#capstratsocial
38
© 2013 Capstrat LLC. All Rights Reserved.

39. Case Study: Building an Analytics Framework
Angela Connor
@communitygirl
#capstratsocial
39
© 2013 Capstrat LLC. All Rights Reserved.

40. Key Takeaways
• You should be looking for ways to amplify your
messaging and get more out of marketing dollars.
• Align goals with business objectives.
• Select platforms based on your goals and your
AUDIENCE.
• Remember, B2B targets are still consumers.
• Once you find your audience, engage.
• Measure what matters
Angela Connor
@communitygirl
#capstratsocial
40
© 2013 Capstrat LLC. All Rights Reserved.

41. Free monitoring and search tools
Search.twitter.com: Twitter’s advanced search feature filters tweets by
words, people, places, and sentiment.
Addictomatic: With Addictomatic, you can create a tracking page that
pulls content from Google, Yahoo, Technorati, YouTube, Truveo, Flickr,
Digg, and more.
Twazzup: Twazzup creates a dashboard to track keywords on Twitter by
link popularity, contributors, influence, tag clouds, and users.
Social Mention: Through Social Mention, you can search keywords across
multiple platforms and filter by top keywords, users, hashtags, rankings,
and sentiment.
Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter,
Facebook, LinkedIn, Foursquare, MySpace, and WordPress.
Followerwonk and Tweetadder: Allow you to search bios and content on
Twitter.
Angela Connor
@communitygirl
#capstratsocial
41
© 2013 Capstrat LLC. All Rights Reserved.

42. Thank You #ME2013!
Angela Connor
SVP, Group Director
aconnor@capstrat.com
919-573-6307
AngelaConnor.com
LinkedIn.com/angelaconnor
Angela Connor
@communitygirl
#capstratsocial
42
© 2013 Capstrat LLC. All Rights Reserved.