A speech to the University of Iowa's Marketing Institute on Social Media Marketing covering strategy, execution, and measurement along with some best practices and case studies.
7. Lo
ca
lM
ar
ke
tp
la
ce
Source: www.baekdal.com/articles/Management/market-of-information
8. BRANDTOUCHPOINTS
MARKETING COMMUNICATIONS
TOUCHPOINTS
Promotion
Direct Mail
Communications
Products
Advertising
Service
Brand DNA BRAND CUSTOMER Call Center
Sales
- Logo EXPERIENCE Management
- Positioning
- Website Support
HUMAN
TOUCHPOINTS
Website
Demos
Email
Social Media
Blogs
INTERACTIVE DIGITAL
TOUCHPOINTS
31. Local
Office
- Industry updates
- Customer support
- Local network programming
Social CUSTOMER Website
Media SUPPORT
Phone
32. @MediacomCable @MC22
- Updates on industry news & information - Provides updates on network-wide
- Customer support remains focus local programming
- Starts longer conversations with - High school & college sports
customers via web or phone - Local government programming
@MediacomSupport
- Provides support to customers for
internet, cable, and phone issues
- Area outages
- Troubleshooting
- Channel questions
- Schedule service calls
- Future plans to add more support staff
33. DON’T FEAR
NEGATIVE
INTERACTIONS
THESE ARE OPPORTUNITIES TO BUILD TRUST.
35. LOOKING FOR
BRAND HUMANITY
SOCIAL MEDIA IS PERFECT
FOR EXPRESSING THIS
41. IMPLEMENTATION +
ENGAGEMENT PLAN
- Engaging conversations — formal/casual
- Conference news now (workforce news later)
- Longer term social touchpoint (vs. Twitter)
- Home base
- Moderate fan conversations
- Breaking news; real-time conversations
- Drive traffic conference registration
- Generate media awareness
- Retweet industry news = thought leadership
- Customer engagement/conversations
- Conference interviews
- Last year and eventually current year (post-conf)
- Opportunity for more ...
56. BLOGGING
- Website traffic
- Unique visitors
- Total page views
- Subscribers (email & RSS)
- Average time spent per visit
- Click-through rate
- Bounce rate (What % of visitors leave
the website after viewing the first page?)
- Number of times a post was shared
- Blog comments
- Average time spent per post
57. - Total fans; likes
- Total impressions (How many people viewed the
post in the news feed or wall?)
- Monthly Active Users (How many people
interacted with our brand in the last 30 days?)
- Engagement by post category (Do people
respond most to links? Videos? Pictures?
Questions? )
- Engagement by time of day/day of week
- Conversion rate (Of those who view our page,
how many of them choose to “like” it?)
- Fan demographics (Are we reaching our target
audience?)
- Unique page views (How many different people
viewed our page?)
- Views, clicks, and engagement for different tabs
58. - Total followers
- Number of times listed
- Total brand mentions
- Sentiment (Are people talking positively or
negatively about my brand?)
- @Reply ratio (What percent of my tweets are
@replies vs. regular tweets?)
- Profile views
- Number of clicks per tweet
- Total retweets
- Engagement by time of day/day of week
59. - Video views
- Total channel subscribers
- Number of likes
- Number of comments
- Number of responses
- Popularity of your videos compared to others
- Views on spotlighted items/sales
- Click-through rate (referring to your site)
60. OVERALL ROI
- Correlations (between sales & engagement)
- Net new customers
- Reduction in overhead costs (customer
service, communication, marketing, other)
- Promotional code redemptions
- Leads generated (& conversion rate)
- Dollars spent by the social customer (vs. non-
social)
70. FORD CASE STUDY:
FARLEY QUOTES
“We can lower the amount of traditional advertising
we do and see MASSIVE COST SAVINGS.
We spend 10 cents on the dollar.”
75. “Victory in marketing doesn’t happen
when you sell something, but when you
cultivate advocates for your brand.”
– Steve Knox, CEO of Tremors, P&G’s Word of Mouth Unit