Engaging Your Target Audience On Social Media. Ken Wood Founder/CEO ROAR Marketing Concepts, LLC

Size: px
Start display at page:

Download "Engaging Your Target Audience On Social Media. Ken Wood Founder/CEO ROAR Marketing Concepts, LLC"

Transcription

1 Engaging Your Target Audience On Social Media Ken Wood Founder/CEO ROAR Marketing Concepts, LLC

2 Your Presenter Ken Wood 25+ Years of Marketing Experience Industry Expertise Ø Ø Ø Education Ø Ø Ø Software development IT/Networking Energy/Electric Power/Renewables MBA, University of North Carolina - Chapel Hill MSEE, Worcester Polytechnic Institute BSEE, Purdue University Recent Specializations Ø Ø Ø Ø Digital Marketing, University of Illinois- Urbana/Champaign Excel to MySQL: Analytic Techniques for Business, Duke University Social Media Marketing, Northwestern University Foundations of Marketing Analytics, Emory University

3 Digital Marketing - A Paradigm Shift Product Place Content Connecting 4 P s of Marketing 4 C s of Social Price Promotion Community Curating Traditional Paradigm Digital Paradigm

4 Topics For Today Who Is Your Target Market? Where Are They On Social Media? How Do We Engage With Our Target Market On Social? How Do We Measure Our Success?

5 Topics For Today Who Is Your Target Market? Where Are They On Social Media? How Do We Engage With Our Target Market On Social? How Do We Measure Our Success?

6 Engagement Vs. Nurture Marketing Engagement Nurture Goal: Social Footprint Relationship: Anonymous Content: Wide appeal Reach: Widespread Metrics: Social Analytics Goal: Sales Relationship Relationship: Nurture Content: Relevant Reach: 2-way Metrics: Sales

7 Getting To Know Your Target Market What do they care about? What are they talking about? What are their business pains? Where are they located? On-line Off-line How do they get their information?

8 Key Target Market Considerations Type Media Topics Passion or Trigger Event What challenges are they facing? Peer-to-Peer engagement or seeking an expert? Where Are They On Social? Online communities Social networks Mix of text, audio and visuals Topics of Importance? What are they discussing? Influencers and/or experts leading the discussion? One-way or twoway conversation?

9 Getting To Know Your Target Market Marketing Funnel Value Value Value Value What is their buying process for a product/service like yours? What value will you provide to move them through the Marketing Funnel?

10 Topics For Today Who Is Your Target Market? Where Are They On Social Media? How Do We Engage With Our Target Market On Social? How Do We Measure Our Success?

11 The Social Media Pyramid Facebook, Twitter, LinkedIn, Google+ Social Networks E-journals, E-magazines YouTube, Vimeo News Aggregators Video Connections Increasing Discussion Focus Newsletters, Blogs Thought Leaders Virtual Communities Industry-related Forums

12 Social Media Monitoring Tools What is my target audience talking about on-line? Boardreader Finding your target audience on-line Hashtagify.me What are the best #hashtags to follow? SocialMention Real time social media monitoring tool Klout Determine your own on-line impact

13 Topics For Today Who Is Your Target Market? Where Are They On Social Media? How Do We Engage With Our Target Market On Social? How Do We Measure Our Success?

14 Maslow s Hierarchy of Needs

15 Develop Social Messaging Test Messages Safety Belonging Esteem / Prestige Self-Actualization Maslow Focus I want to avoid risk so appeal to my concerns about missing out or my need to be safe. Embrace my need to be a part of the group. I want to know what my peers know This Maslow level focuses on our desire to stand out from our peers or to have "inside knowledge" that makes us special This Maslow level focuses of achieving your life goals. It is the highest level aspiration of an individual Example 1 Strategists, don't be left behind! Discover how #brands embrace the latest #digital #trend: bit.ly/tjyp9e2 #marketing Strategists are focusing their attention on digital deotx Learn why at bit.ly/tjyp9e2 #marketing Digital deotx is the newest trend in social branding. Check it out at bit.ly/tjyp9e2 #marketing What's the new mantra for brand strategists? Check out my post on NU Social IMC's blog at bit.ly/tjyp9e2 #marketing Example 2 #Digital #marketing is constantly changing. Discover how #brands embrace the latest #digital #trend: bit.ly/tjyp9e2 #Digital #strategies are studying how #brands embrace #digital #trends. See bit.ly/tjyp9e2 #strategy #strategist #Businesses using #digital #detox are surging in the digital marketplace. Learn bit.ly/tjyp9e2 #management #strategy Position your #organization for the #future. See how #digital #detox bit.ly/tjyp9e2 #strategy #CEO #CFO #strategist

16 A/B Split Testing Test Messages Safety Belonging Esteem / Prestige Self-Actualization Maslow Focus I want to avoid risk so appeal to my concerns about missing out or my need to be safe. Embrace my need to be a part of the group. I want to know what my peers know This Maslow level focuses on This Maslow level focuses of our desire to stand out from achieving your life goals. It is our peers or to have "inside the highest level aspiration knowledge" that makes us of an individual special Example 1 Strategists, don't be left behind! Discover how #brands embrace the latest #digital #trend: bit.ly/tjyp9e2 Strategists are focusing their attention on digital deotx Learn why at bit.ly/tjyp9e2 Digital deotx is the newest trend in social branding. Check it out at bit.ly/tjyp9e2 #marketing #NUSocialIMC What's the new mantra for brand strategists? Check out my post on NU Social IMC's blog at bit.ly/tjyp9e2 #marketing #NUSocialIMC! Example 2 #Digital #marketing is constantly changing. Discover how #brands embrace the latest #digital #trend: bit.ly/tjyp9e2 #Digital #strategies are studying how #brands embrace #digital #trends. See bit.ly/tjyp9e2 #strategy #strategist #Businesses using #digital #detox are surging in the digital marketplace. Learn bit.ly/tjyp9e2 #management #strategy Position your #organization for the #future. See how #digital #detox bit.ly/tjyp9e2 #strategy #CEO #CFO #strategist

17 A/B Test Grid Time Period Monday Tuesday Wednesday Thursday Friday Saturday Sunday Morning 4 AM to 10 AM #Tech pros, don't get left behind! Discover the 3 reasons for choosing your #career in #cleanenergy! Find your next #career challenge in #cleanenergy. 3 reasons why you can find it here. A #career in #cleanenergy gives you distinct advantages. The 3 reasons for this are here. Why do so many #tech pros choose #cleanenergy as a #career? The 3 reasons are here. #Tech pros, don't get left behind! Discover the 3 reasons for choosing your #career in #cleanenergy! Find your next #career challenge in #cleanenergy. 3 reasons why you can find it here. A #career in #cleanenergy gives you distinct advantages. The 3 reasons for this are here. Afternoon 10 AM to 4 PM #Cleanenergy jobs are calling for you! Discover 3 reasons why you should answer. 3 Reasons why #tech pros should seriously consider a #career in #cleanenergy. Make your contribution to #cleanenergy by making it your #career. Here are 3 reasons why. #Cleanenergy is the next wave! Discover 3 reasons why your #career starts here. #Cleanenergy jobs are calling for you! Discover 3 reasons why you should answer. 3 Reasons why #tech pros should seriously consider a #career in #cleanenergy. Make your contribution to #cleanenergy by making it your #career. Here are 3 reasons why. Evening 4 PM to 10 PM A #career in #cleanenergy gives you distinct advantages. The 3 reasons for this are here. Why do so many #tech pros choose #cleanenergy as a #career? The 3 reasons are here. #Tech pros, don't get left behind! Discover the 3 reasons for choosing your #career in #cleanenergy! Find your next #career challenge in #cleanenergy. 3 reasons why you can find it here. A #career in #cleanenergy gives you distinct advantages. The 3 reasons for this are here. Why do so many #tech pros choose #cleanenergy as a #career? The 3 reasons are here. #Tech pros, don't get left behind! Discover the 3 reasons for choosing your #career in #cleanenergy! Late Night 10 PM to 4 AM Make your contribution to #cleanenergy by making it your #career. Here are 3 reasons why. #Cleanenergy is the next wave! Discover 3 reasons why your #career starts here. #Cleanenergy jobs are calling for you! Discover 3 reasons why you should answer. 3 Reasons why #tech pros should seriously consider a #career in #cleanenergy. Make your contribution to #cleanenergy by making it your #career. Here are 3 reasons why. #Cleanenergy is the next wave! Discover 3 reasons why your #career starts here. #Cleanenergy jobs are calling for you! Discover 3 reasons why you should answer.

18 Building A Social Media Strategy Medium-tail Short-tail Long-tail

19 Developing A Social Media Calendar Long-tailed [Selected, targeted communications} Product launches Trade show booth Print PR Print Ads TV Influential Bloggers In-store Promotions On-ground promotions Medium-tailed [More frequent weekly / biweekly] Banner Ads E-journal articles E-magazine articles Campaigns Community Site articles Facebook Ads Videos Short-tailed [daily / multiple daily] Facebook Twitter LinkedIn Google + Social & News Aggregators Influential Bloggers Community forums and discussion boards PPC advertising

20 Outbound Marketing Tools How do I reach out to my target audience? MailChimp marketing campaigns made easy HootSuite Social media monitoring and planning tool Blogger Great blogging site LinkedIn Join and participate in group discussions with your target audience Facebook Twitter

21 Topics For Today Who Is Your Target Market? Where Are They On Social Media? How Do We Engage With Our Target Market On Social? How Do We Measure Our Success?

22 Questions We Should Ask What should be the goal(s) of my marketing activities? What should I measure to determine if I am moving toward my goal(s)? What key performance indicators should I track to gauge my progress?

23 Let s Revisit the Marketing Funnel KPIs Value KPIs Value KPIs KPIs KPIs Value Value

24 Awareness & Engagement KPIs Web site traffic Number of visits Unique Repeat Where from? Paid Search Organic Search campaign Links from other sites Pages visited Time on page Visitors share your content? Bounce rate

25 Awareness & Engagement KPIs Do prospects answer your Calls To Action? Download e-book, white paper Watch video Provide name, address Visits to your blog site Social media followers Industry trade shows 1-on-1 meetings with key customer decision makers Keep In Touch strategy metrics

26 Discovery, Purchase & Retention KPIs Content Strategy Seminars, webinars Case studies Customer references/testimonials Product information Special offers Customer surveys Loyalty programs

27 Conversion Attribution

28 Questions? Thanks For Your Attention! ROAR Marketing Concepts LLC