Social Media has Changed, Evolved, and Transformedare You Keeping - - PowerPoint PPT Presentation

Social Media has Changed, Evolved, and Transformed…are You Keeping up?

Tara Robertson

Agency Business Development Lead @taraerobertson

Agenda

How Social has Changed

• Attribution and Social ROI
• Social Listening
• Action Plan

The Social Media Landscape

Social Evolution

Meaningful Engagement 60/30/10 Rule

7.2b People on Earth, 2.1b are Active on Social Media.

People’s Top Choice for Customer Care

Consumer Expectations

• Be Authentic.
• Anticipate and Respond to Customers’

Social Expectations.

• Integrate Customer Care into

Your Social Strategy.

• Develop a Social Business Built
• n Interdepartmental Collaboration.
• Know: What makes my consumer buy…

From Promos to Dialogue

#NuggsForCarter

Social Attribution & Analytics

Social Media has a 100% Higher Lead-to-Close Ratio than Outbound.

We buy what our heart wants.

Social Commerce

75%

• f People Have Purchased Something

Because They Saw it on Social Media.

41% of Companies Admit to Having No Idea Whether or Not their Social Media Efforts Were Actually Paying Off.

Jay Baer

43% of Digital Marketers Say Social Media is Their Most Effective Tactic… but 49% Say it’s the Most Difficult.

Uncover Social Attribution

• Understanding how Social Impacts

and Drives Sales…

• Answer “Why” are they buying.
• Proving the Value of Social

Beyond Soft Metrics. Engage.

• Answering the Eternal Question:

What’s the ROI of Social?

The ROI of Social is that your business will still exist in 5 years.

Erik Qualman

Social Tracking

Create UTM codes to help track all social posts and ads through to GA.

• Identify top performing posts & guide social content for future use
• Leverage publishing tools to track keywords and develop content around them
• Implement social listening into your business to drive marketing strategy

Stop Talking, Start Listening

Social Listening

31%

• f Tweets Containing Company Names,

Don’t Include Their Twitter Handle.

Listen Identify

Using Twitter Listening, Adore Me Identified a Trend in Customers Inquiring About Modeling Opportunities.

Take Action

They Took That Information and Ran a Contest, #SelfLoveNote, to Find the Next Face of Adore

• Me. There Were More Than 500

Submissions.

Sweet Talk on Social

Adore Me Leverages Social Listening to Resolve Customer Issues, Note Engagement Trends and Keep Tabs on the Designer Lingerie Market.

Results

3,377% 460% 7%

Increase in engagement on Facebook YoY Decrease in reply thread size YoY Increase in Facebook click-through rate YoY

• Understand the Competitive Landscape
• Know Your Personas
• Review Your Analytics
• Start with Brand Keywords & Publish

based on those

• Track, Measure, Analyze

How to Start Listening

Takeaways

You Do You. Develop a Unique, Engaging Brand Voice That is Authentic and Resonates With Your Community.

Know Your Customers. Build Brand Personas, Create Keywords and Track Where They are and who They are Engaging With.

Put Customers First. Practice Social Customer Care to Not Only Resolve Issues, but Build Brand Loyalty Over Time.

Stop Talking, Start Listening. Don’t Just Publish Content. Know What Your Customers are Looking for and Execute a Strategy Against That.

Tara Robertson

Agency Business Development Lead @taraerobertson