STC Associates - Social Media Presentation
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STC ASSOCIATES SPECIALIZING IN GLOBAL BRAND ENGAGEMENT 210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900 MAKING CENTS OF SOCIAL MEDIA (OR, YOU DON’T KNOW WHAT THE HELL YOU’RE TALKING ABOUT. BUT THAT’S OKAY. NO ONE ELSE DOES EITHER.)
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Transcript of STC Associates - Social Media Presentation
STC ASSOCIATES
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
MAKING CENTS OF SOCIAL MEDIA(OR, YOU DON’T KNOW WHAT THE HELL YOU’RE TALKING
ABOUT. BUT THAT’S OKAY. NO ONE ELSE DOES EITHER.)
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO KILLED THE RADIO STAR
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO KILLED THE RADIO STAR
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
VIDEO MADE THE RADIO STAR BIGGER
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
WHY?
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOABL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
I’LL TELL YOU WHY.
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
CONTENT IS KEY CONTENT IS WHAT THE USER WANTS TO FIND,
NOT THE OTHER WAY AROUND.
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
“Best-in-class towing capacity with ample
fuel economy”
Ad Copy Team
“Truck that gets good gas mileage”
End User
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
THE HEADLINEGOING BEYOND
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
CONTENT HIERARCHYANALYZING SEARCH WORDSKEY WORDSANALYZINE INTENT+
BETTER USER EXPERIENCE(TA-DA! YOU ARE NOW RELEVANT)
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
“B2B CAN’T DO SOCIAL MEDIA”
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
B2B IS BULLSHIT
BUSINESS-TO-REAL HUMAN BEINGS;JUST GIVE THE PEOPLE THE ANSWERS THEY WANT IN A CONTEXTUALLY RELEVANT WAY.
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SOCIAL MEDIA—AS WE KNOW
IT—DIED
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
OMG I HAVE 13,000 TWITTER FOLLOWRS
#DOUCHEBAG
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
TWEETS, LIKES, AND VIEWS ARE A JOKE
THEY SHOW IMPRESSIONS, NOT ENGAGEMENT.
YOU’RE MARKETING TO ZOMBIES.
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
ABOVE BASELINE
COMMUNITYINTERACTION
+ NEW USERS( )
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
DIFFERENT RECIPESBUILD DIFFERENT FORMULAS FOR MEASURING
DIFFERENT METRICS UPON SPECIFIC KPI
BRANDINTERACTION MINDSHARE BOOST SALES
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
$450B
$25B$25B
Traditional marketing spend
Digital search
Email, web, and digital
2010 GLOBAL MARKETING SPEND
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
AND CUT YOURSELF A PIECE OF THAT PIE
MOVE THAT $450B INTO DIGITAL
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
A SHOT IN THE DARK
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
MEASURE BRAND PERFORMANCE
ONLINE STORES ARE 10X MORE LIKELY TO MAKE A SALE51% OF FOLLOWERS ARE LIKELY TO BUY
74% OF FOLLOWERS ARE LIKELY TO RECOMMEND
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
GET THE CAMPAIGN ON THE
FRONT DOORBANNER ADS ARE WORTHLESS
EMAILERS ARE DEAD
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
FOCUS ON THE CONVERSION RATE
MICRO-TARGETING COOKIE POOLS(I.E., iOS vs. ANDROID)
BUY SQL OR KPI POOLS RATHER THAN IMPRESSIONS
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
POST AND PRAYGOOD THINGS COME TO THOSE WHO
MAKE GOOD THINGS HAPPEN. YOU CANNOT JUST POST AND HOPE
YOUR MESSAGE SPREADS.
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
NUTS AND BOLTSSOCIAL MEDIA STRATEGY
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
REASONS PEOPLE USE SOCIAL MEDIA
1. ELICIT JOY2. CONNECTIONS3. EXPLORATION
4. PRIDE5. IMPACT SOCIETY
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SOCIAL MEDIA STRATEGY1. DEFINE PROGRAM
2. ISOLATE AND MEASURE (BASELINE vs. UPLIFT)3. EVALUATE EFFECTIVENESS (BENCHMARKING)4. DETERMINE ATTRIBUTION (EXTERNAL EVENTS)5. ANALYZE KEY DRIVERS (TOPICS AND TRENDS)
MAKING CENTS OF SOCIAL MEDIA
SPECIALIZING IN GLOBAL BRAND ENGAGEMENT210 FIFTH AVENUE NEW YORK NY 10010 / 1.212.725.1900
SM PLATFORM INTERACTION
MINDSHARE/BRAND GOALS
ANALYTICS AND RELEVANT CONTENT
LISTENING PLATFORM
WEBSITE
BOOST SALES
