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.

1. SOCIAL MEDIA
MARKETING
Nick Westergaard / Westergaard.com

2. Background

3. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard

4. photo via zeuxis.pixelsurgery / Flickr

7. Lo
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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

10. CORE PRINCIPLES APPLY
Strategy Execution Analysis

11. PLAN FOR TODAY
Plan Promote Measure

12. BEST
PRACTICES
photo via rishibando / flickr

13. EXAMPLES

14. PLAN

15. Failing to Plan is Planning to
#FAIL

16. NEED A
BLUEPRINT

17. ENGAGEMENT PLAN
FOCUS ON THE CONNECTIONS
THE TOOLS FACILITATE
– MackCollier.com

18. 5 USES OF SOCIAL MEDIA

19. 1

20. 140 million 107% sales
impressions increase

22. BEST PRACTICES
- Connect traditional
media with new media
- Branding can =
$ALES!

23. E-COMMERCE
2

24. MILLIONS EACH QUARTER

25. 3
MARKET
RESEARCH

26. COMPLEX

27. ... OR SIMPLE

28. CUSTOMER
SERVICE/RETENTION
4

30. Local
Office
CUSTOMER
SUPPORT
Phone Website

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

36. LEAD GENERATION
5

39. #blogchat

40. PUTTING IT
ALL TOGETHER

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 ...

42. PROMOTE

43. photo via davidking / flickr

51. OFFLINE
ENGAGEMENT
IS KEY

52. MEASURE

53. “You can’t
MANAGE
what you don’t
MEASURE.”
- Peter Drucker

54. NEED TO DEMONSTRATE
ROI

55. ROI IS HARD

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)

61. MEASURE ALL
OF THIS??
No. Find what works for you.

62. “Everything that can
be counted does not
necessarily count.
Everything that counts
cannot necessarily
be counted.”

63. QUANTITATIVE
photo via ell brown / Flickr
4.
QUALITATIVE

64. Case Studies

66. THE
TEASE

67. THE
REVEAL

68. PAID +
EARNED

69. FORD CASE STUDY:
FARLEY QUOTES

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.”

71. KEY METRIC =
LOWERING
BUSINESS
COSTS

73. 68% positive online mentions
before launching their blog.
After launching the blog ...

74. 99%
POSITIVE!

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

76. EARTH DAY

77. SOCIAL
+ PAID

78. PAID MEDIA IS
STILL CRITICAL
TO SUCCESS

79. What have
we learned?

81. EVERYONE’S A MARKETER

82. BRAND BUILDERS

83. CONTENT CREATORS

84. SOCIAL SKILLS

85. CUSTOMER SERVICE

86. KNOW TECHNOLOGY

87. STAY AHEAD OF THE MAJORITY
MAJORITY
(early & late)
EARLY
ADOPTERS
LAGGARDS
S
ATOR
INNOV
Rogers Innovation Adoption Curve

88. A STEEP CLIMB?
photo via Shane R / Flickr

89. photo via mpilote / Flickr

90. photo via vistamommy / Flickr

91. #ICsocial
photo via alexanderdrachman / Flickr

92. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard