Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
The role of social media in marketing anselm
1.
2. Defining Social Media
• Social media is any form of online publication or
presence that allows end users to engage in
multi-directional conversations in or around the
content on the website.1
• Social Media is a tactic that companies are
integrating more often into their overall
marketing strategy.
• Though Social Media is a tactic, a strategy must
be in place to make it effective and worthwhile.
3. Marketing using Social Media
Why are brands using Social Media?2
Generate awareness Positive Association
Drive trial Product launch
Form/Change Influence the
Opinion Influencers
Establish Need/Want Drive Action/Traffic
Product/Service Establish/Regain
Comparison Trust
4. Forming your Social Media strategy:
1. Educate potential customers about your
brand
2. Engage current customers to become
advocates and build relationships
3. Monitor to listen and respond to those
already talking about your brand online
5. Educate Potential Consumers
• “80 percent of U.S. adults go online, whether at home, work, or
elsewhere. Those who surf the Net spend an average of 13
hours per week online,” – cnet.com3
• Huge audience
• They are shopping, researching services, learning about new
items, and making purchasing decisions, all from their home
or work
How do companies reach these people?
• Just like traditional, you have to create something worth
looking at.
• It is the responsibility of the company to provide content to
educate the general public about their product/service.
6. Creating Content
• “Brands should be leveraging the interactive capabilities
within social platforms to educate and motivate their
consumers through discussion boards, ‘ask the expert’
buttons, threaded discussions, and other media tools like
video, images, and reference quotes.”4
• A goal of creating content is to fulfill a need – for your business, for the customer,
or for both
How to create content:5
1. Tell stories.
2. Give away your own knowledge.
3. Interviews with industry personalities.
4. Lists – Top 10s, Sexiest Alive, etc.
5. Be a contrarian.
7. The Tools to Engage
- “Social media platforms are tools to monitor, participate in and encourage word of
mouth marketing online.” (WOMMA)6
These tools lead to
conversations,
which lead to your
brand being more
relevant.
The more relevant
the conversation,
the more likely it
will show up in an
organic search.
8. Engage to Become Advocates
- Brands engage with their audience using those tools. Here are 3 keys
to keep in mind when engaging in a relationship with an audience:
Implications for brands as you build a relationship7
1. Brands must socialize with consumers
- Crafting powerful messages is not enough
- Active participation will ensure you are not ignored
2. Brands must develop a credible voice
- Cannot push your message – must be more
humble and authentic than traditional messages.
3. Brands must provide a return on emotion to their consumers
- Build a symmetrical relationship – customer must feel
that they are gaining as much as the brand (eg: Ideastorm)
-
9. Case study #1- Joffery’s Coffee and Tea Company8
• Joffery’s asked their agency ‘how
can we build our brand using social
media?’
• Agency had idea to target a niche
audience: Bloggers.
• 2-phase strategy
– Generate buzz and trial of product
– Illicit feedback from community
10. Phase 1- Joffery’s Coffee and Tea Company
• Named Joffery’s Java Beta Test
– Influencers/Bloggers opted-in to participate in beta test
• How to get beta testers?
– Used agency blog, email, Twitter, and put a press release
out on the wires and it spread from there. (Mashable, web
worker daily, and cnet)
• Why it resonated:
– Offered a tangible freebie – (Drive Trial)
– Gave bloggers linkage – (Drive action/traffic)
– Wrapped the promotion with messaging that was ‘sticky’
– It was never a requirement that you had to link to Joffery’s
or write about the test to participate – (establish trust)
– It targeted the right people with the right idea (influence)
11. Phase 1- Joffery’s Coffee and Tea Company
• What happened
next:
– Bloggers, always
looking for things to
write about, wrote
their reviews of the
sample coffee sent
to them.
– Example:
http://video.yahoo.co
m/playlist/1290780
12. Phase 1- Joffery’s Coffee and Tea Company
• The Results:
– 1500+ blogs participating
– Thousands of mentions for the campaign
throughout the web
– Hundreds of comments, responses, and feedback
from bloggers and the Web community
– Editorial coverage on sites like: Mashable, CNET,
MarketingFM, MoBuzz TV and others
– Organic links generated at scale to the beta site
and Jofferys.com
– Strong referral traffic to Jofferys.com in 5 months
surrounding test, trend up in sales from social
destinations
– Coverage in traditional media like Entrepreneur
Magazine and South Florida Small Business Journal
– Perfect segue into phase 2
13. Phase 2 - Joffery’s Coffee and Tea Company
• Survey sent with the initial trial asked open-
ended questions. One of the questions was,
“If you could create a coffee flavor, what
would it be?”
• Joffery’s Coffee 2.0 is born
• Promotional materials updated to look like a
software upgrade
• Sent to 1,000 beta testers with ‘installation
flier’
• Those that inspired the blend get to try it
before the rest of the world
• Opportunity for new round of publicity and
exposure with same strategy and theme
14. Joffery’s Coffee and Tea Company
• What we learned:
– The strategy must be in place before executing the tactics.
– Got influencers excited and incited trial and media
exposure
– Listened to opinions of customers and reacted accordingly
based on the reviews of their product
– Realized opportunity to create a new product based on
feedback.
– Forward thinking, like the 2 phase approach, resulted in
carrying a theme across 2 marketing initiatives. The idea
was already well received and was used again instead of
having to create a new program.
– Generated web traffic and sales
15. Social Media Monitoring
• Monitoring your Social Media efforts and tracking what people are
saying about your brand can give you an advantage in the
marketplace.
• Setting up guidelines to measure ROI should be decided on during the
planning phase and should mirror what you are already measuring.
• Failure to measure will not allow the brand to justify the spend and
brand will be unable to determine how effective their strategy is.
16. Social Media Monitoring
• Using a program like Social Radar (Infegy) can:
– Show trending conversations and buzz
– Gauge positivity and negativity of the brand
– View Keywords and Topics
– Visualize influencers
• Data allows companies to:
– Track a product launch
– Monitor the response of a campaign
– Listen to thoughts and opinions of consumers
– Analyze and measure buzz and learn how to create it
– Manage a brand’s reputation online
17. Social Media Monitoring
• Example:
– http://infegy.com/buzzstudy/
• By listening and monitoring, a brand can:
– See opportunities when they arise
– Pro-actively address issues before they get out of
control
– Allow for better Customer Relationship
Management
18. Time to build
• Now that a brand has all of these tools, it is up to
them to use them to build their plan.
• Social Media is constantly changing, updating, and
evolving. Being pro-active can put your brand in a
leadership role.
• Planning, educating, engaging, and monitoring are
the keys to make Social Media work in a marketing
plan
19. Fin
• "Social media is not a campaign. It is a
commitment." - Jeffrey Hayzlett, former
Kodak CMO
20. Questions?
Thanks for taking the time to hear my
presentation. I am confident that I would be
the right fit for your team.
Matt Anselm
