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How the Seahawks Set a Winning Social Strategy презентация
Содержание
- 1. How the Seahawks Set a Winning Social Strategy
- 2. Housekeeping Listening / voice options Questions and chat room #SimplyROI Recorded webinar Post-webinar survey #SimplyROI
- 3. Presenters #SimplyROI Megan Headley @meganheadley Research
- 4. About TrustRadius TrustRadius helps professionals make smart,
- 5. 2015 Social Media Marketing Trends Survey/Report TrustRadius
- 6. What We’ll Cover #1 #2 #3 #4
- 7. Measuring ROI Is Still the #1 Challenge for Social Marketers
- 8. Ineffective Social Strategies
- 9. Define the “Why” This is the single
- 10. What This Means for You #SimplyROI
- 11. Defining Impact #SimplyROI Social
- 12. Explaining Impact #SimplyROI Social Return SOV
- 13. Misalignment Between Goals and Metrics
- 14. Brand Awareness #SimplyROI
- 15. What This Means for You #SimplyROI
- 16. What This Means for You #SimplyROI
- 17. Not Sure What to Do with Data
- 18. Where Are the Actionable Insights? #SimplyROI
- 19. What This Means for You #SimplyROI
- 20. What This Means for You #SimplyROI
- 21. What This Means for You #SimplyROI
- 22. What This Means for You #SimplyROI
- 23. Social Media Is Siloed
- 24. Social Media Data Impacts Marketing Strategy… #SimplyROI
- 25. …But Not Overall Business Strategy… #SimplyROI
- 26. What This Means for You #SimplyROI
- 27. Example #1: Burger King’s Chicken Fries
- 28. Example #2: Audience Analysis for H&M and Starbucks
- 29. We’re in the Same Boat
- 30. Similar Goals #SimplyROI
- 31. What This Means for You #SimplyROI
- 32. The Hype Cycle #SimplyROI Are we there yet?
- 33. Take Aways
- 34. 2015 Social Media Marketing Tips #1
- 36. About Simply Measured Simply Measured is the
- 37. Thank You
Housekeeping Listening / voice options Questions and chat room #SimplyROI Recorded webinar Post-webinar survey #SimplyROI
Слайд 2Housekeeping
Listening / voice options
Questions and chat room
#SimplyROI
Recorded webinar
Post-webinar survey
#SimplyROI
Слайд 3Presenters
#SimplyROI
Megan Headley
@meganheadley
Research Director
TrustRadius
Kevin Shively
@kevinsaysthings
Senior Content Strategist
Simply Measured
Слайд 4About TrustRadius
TrustRadius helps professionals make smart, software selections, through accessing trusted,
in-depth and current peer insights:
14,000+ detailed user reviews & ratings across 1,000+ products
92,500+ software comparisons run every month
Rich library of buyer’s guides and research articles
www.trustradius.com
14,000+ detailed user reviews & ratings across 1,000+ products
92,500+ software comparisons run every month
Rich library of buyer’s guides and research articles
www.trustradius.com
#SimplyROI
Слайд 52015 Social Media Marketing Trends Survey/Report
TrustRadius / Simply Measured collaboration
Nearly 600
social media practitioners, from consultants to CMOs to community managers
Questions about status, goals, and challenges of their social media programs
Available for download now on Simply Measured website
Questions about status, goals, and challenges of their social media programs
Available for download now on Simply Measured website
#SimplyROI
Слайд 6What We’ll Cover
#1
#2
#3
#4
#5
Measuring ROI is still the #1 challenge for marketers.
There
is a misalignment between goals and metrics.
Marketers aren’t sure what to do with the data.
Social media is siloed.
We’re in the same boat.
Слайд 9Define the “Why”
This is the single most important question that social
media marketers need to ask.
“Why are we using social media?”
This isn’t an easy question to answer, but it’s at the heart of defining ROI for your social programs.
Mission (Why) > Strategy (Who, What) > Plan (How, Where, When)
“Why are we using social media?”
This isn’t an easy question to answer, but it’s at the heart of defining ROI for your social programs.
Mission (Why) > Strategy (Who, What) > Plan (How, Where, When)
Слайд 10What This Means for You
#SimplyROI
1st Problem: Define the potential impact
of social media.
2nd Problem: Communicate impact to execs and other teams.
2nd Problem: Communicate impact to execs and other teams.
Social
Marketing
Business
Слайд 11
Defining Impact
#SimplyROI
Social Return
SOV (share of voice)
Reach & Impressions
Engagement
Consumption
Sentiment
Advocacy
Marketing Return
Conversions
Web traffic
Foot traffic
Downloads
Trials
Business
Return
Sales
CLTV
Retention
Sales
CLTV
Retention
Слайд 12
Explaining Impact
#SimplyROI
Social Return
SOV (share of voice)
Reach & Impressions
Engagement
Consumption
Sentiment
Marketing Return
Conversions
Web traffic
Foot traffic
Downloads
Trials
How
do you communicate this to marketing team and executives?
Why does it matter?
How can you make this valuable across the board?
Why does it matter?
How can you make this valuable across the board?
Слайд 15What This Means for You
#SimplyROI
Why are you focused on brand
awareness? This should tie directly to a holistic marketing strategy.
Are you a new company in a competitive market?
Are you the dominant player and looking to stay there?
Are you redefining the problem for a specific market?
Has your brand taken a reputation hit?
Are you a new company in a competitive market?
Are you the dominant player and looking to stay there?
Are you redefining the problem for a specific market?
Has your brand taken a reputation hit?
Слайд 19What This Means for You
#SimplyROI
Back to “why” (notice a theme?)
Why
are you measuring this?
Does this data matter?
Who’s using this data?
Does this data matter?
Who’s using this data?
Слайд 20What This Means for You
#SimplyROI
There are two main buckets for
social media data.
Research
Competitive analysis
Audience analysis
Conversation Analysis
Measurement
Brand Activities
Audience Engagement
Business Impact
Слайд 21What This Means for You
#SimplyROI
There are two main buckets for
social media data:
Research
Measurement
Слайд 22What This Means for You
#SimplyROI
Don’t just measure because data is
there.
RESEARCH
What do you need to research to develop a complete strategy?
What metrics will you need to track as you’re executing, in order to optimize?
What do you need to measure and analyze to share with the brass, and add to your research for the next campaign?
Слайд 26What This Means for You
#SimplyROI
Take it back to kindergarten: “Use
your words…”
Communicate in the language that your coworkers understand.
“Engagement” isn’t a metric that the sales team cares about. It isn’t something your CEO understands as a success metric.
Be proactive and identify pain points that you can help solve.
What insight do you have because of social that other teams in your company don’t?
Communicate in the language that your coworkers understand.
“Engagement” isn’t a metric that the sales team cares about. It isn’t something your CEO understands as a success metric.
Be proactive and identify pain points that you can help solve.
What insight do you have because of social that other teams in your company don’t?
Слайд 342015 Social Media Marketing Tips
#1
#2
#3
#4
#5
Start with “why” when defining social
ROI for your brand.
Tie your social strategy to broader marketing objectives.
Don’t just measure because the data is there.
Develop a common language with other teams.
Step back from “doing social” to focus on strategy.
Слайд 36About Simply Measured
Simply Measured is the most complete social analytics solution,
empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.
#SimplyROI
