How to Use Social Media for Marketing

What's new about social media marketing?

More and more social media data are becoming available publicly in real time. For example, millions of Twitter conversations are streaming out of Twitter API every day. The blogoshpere is also flooded with millions of new blogs every day.  These fresh contents well represent how people are thinking of products, services and brands. I envision these unprecedented amount of user-generated contents will drive innovations for monitoring the real time web and instant analysis of fresh web contents. The resulted innovative tools and services will undoubtedly empower marketers to more efficiently and intelligently conduct marketing on the web using social media. So, the new things about marketing are real time monitoring (particularly large scale product monitoring), more automation in market research and lead generation, and more intelligent execution of marketing campaigns.
  • Twitter Users More Likely to Rate Products. According to an August 2009 survey by Interpret, Twitter users were twice as likely as social network users to review or rate products online (24 percent vs. 12 percent). They were also significantly more likely to visit company profiles or click on ads.
  • "A Friend’s Tweet Could Be an Ad".  Some twitter users use services like Ad.ly or Izea to send commercial tweets.

What is social media marketing used for?

  • Generate leads.
  • Identify influencers.
  • Gain customer insight.
  • Engage customers, build user community.
  • Customer support. See twitter use:  http://sherpablog.marketingsherpa.com/consumer-marketing/customer-data-via-twitter/.
  • Branding.
  • Media planning. Social media has totally changed media planning because marketers now have to realize that, more than ever, the receiver of the message can now also quickly become the Sender.
  • Market research.
  • Social search SEO for site traffic


How does real time monitoring drive social media marketing?

  • monitoring
  • engage
  • act

What is the best practice?

Sound advice:

How to measure success?

Social Media Marketers Declare Success DECEMBER 2, 2009
The Center for Marketing Research at the University of Massachusetts Dartmouth has followed up on its 2007 and 2008 studies of social media usage by the Inc. 500. Adoption and awareness continue to trend upward, with 91% of firms using at least one social media tool in 2009 and three-quarters describing themselves as “very familiar” with social networking. Social networking and blogging have seen the most growth in adoption, while other technologies have flattened or even declined in use, including wikis and online video. Twitter usage, of course, has caught on quickly—more than one-half of businesses reported tweeting in 2009. This was the first year respondents were polled about Twitter. Respondents overwhelmingly believed it was. The companies polled were mostly measuring hits, comments, leads or sales as primary indicators.
Companies were also monitoring mentions of their brands in the social media space, at 68% this year. That figure was climbing steadily, up from 60% in 2008 and 50% in 2007.

360i lists 100 ways for measuring social media marketing. If there’s anyone out there left who says you can’t measure social media, here are a hundred answers.
360i PageShare measure: Digital marketing agency 360i has developed a measurement tool that it believes can calculate the effectiveness of a brand's visibility in natural search engine rankings. PageShare, as defined by 360i, weighs the value assigned to a marketer's presence for a set of keyword terms in search engine queries. It is calculated by analyzing the number of text listings across the first three search engine results pages (SERPs). Each individual keyword, or set, is assigned a weight based on its rank in the query. See details in New White Paper on the State of Search Marketing. http://blog.360i.com/search-marketing/white-paper-state-of-search-marketing

From emarketer:
Most B2B marketers reported tracking results themselves, either manually or with a monitoring tool. One-fifth relied on an agency for metrics, while 21% reported not tracking their success at all.
Metrics Used to Measure Social Media ROI According to US B2B Companies, 2009 (% of respondents)


Case studies?


Twitter 'Teaser' Campaign Supports One-Day Sale: 5 Steps to a 4% Conversion from Tweets
Does Twitter have potential as a sales promotion channel? In short, yes.
See how an online t-shirt retailer used Twitter to tease a major sales event, launch the promotion, and encourage a viral effect. The campaign broke their record for single-day sales, and realized a 4% conversion rate from Twitter traffic.

How Marketers Use Online Influencers to Boost Branding Efforts
Brands Like Kodak Are Taking a Targeted Social-Media Approach
by Michael Bush
Published: December 21, 2009
Kodak, with the help of one of its PR shops, WPP's Ogilvy Public Relations, which recently launched its influencer relationship management platform called Insider Circle, identified 10 bloggers they deemed influential within the markets they were looking to target. "We call it social influencer relationship management," he said. "We provide them with new content and values they can pass along to their readers to get them involved in the program."

Any market stats?

Website, e-mail and search spending were at the top of the list for online tactics to increase, but social media was not far behind. Six in 10 B2B marketers planned to up spending on social in 2010.

Change in Online Marketing Spending in 2010 According to US B2B Marketers, by Tactic  (% of respondents)

Fifty-four percent of respondents currently use social media for marketing. That was up 9 percentage points from November 2008 and about 4 points from June 2009, showing a steady increase in B2B participation.

Among B2B social network marketers, thought leadership was the main purpose, though about one-half hoped to generate leads through social media.

Reasons that US B2B Marketers Use Social Networks, 2009 (% of respondents)



Putting Targeting to Work DECEMBER 16, 2009 

While about one-half offered geographic and contextual targeting, and demographic targeting was available from 37%, relatively few gave advertisers behavioral targeting capabilities.

Types of Targeting that Online Publishers Worldwide* Offer to Increase the Value of Advertising on Their Web Properties, September 2009 (% of respondents)


How is it related to search seo?

How Real-Time Search and Personalization Influence PPC And SEO Campaigns by Laurie Sullivan, Yesterday, 4:00 PM
Social media has become an integral part of the SEO remit and will directly impact what potential customers see near the brand listing.

How to work with email?


How to Take Advantage of Social Media in Your Email Marketing
Jan 11, 2010 - You’ve most likely had an email newsletter for your company for much longer than you’ve had a presence on social media sites. But now that you do both, the two can go hand-in-hand, with email creating an opportunity to extend your presence on social media sites, and social media sites providing a way to get more email subscribers.

***
Integrating E-Mail and Social Media DECEMBER 10, 2009
Business executives around the world are optimistic about next year, according to the “2010 Marketing Trends Survey” from StrongMail. E-mail and social media top the list of marketing tactics respondents will increase spending on in 2010. Search came in third.

Marketing Tactics on Which Business Executives Worldwide Plan to Increase Spending, November 2009 (% of respondents)

Combining social media and e-mail marketing is a growing trend. More than four in 10 business executives said integrating the two tactics was one of their most important e-mail marketing initiatives for 2010, just after improving performance and targeting and growing opt-in lists.

How to make media planning?

So here is a list of free resources that planners can use when trying to find hard-to-find sites:

Compete.com: A Web analytics tool that gathers information about consumers' online behavior from over 2 million U.S. Internet users. Its site profile section provides site traffic history for most every site on the Internet. Register with Compete, and you can compare traffic for up to five sites at one time.

Alexa: This technology crawls publicly available sites to collect traffic rankings, snapshots of sites, and links that point to sites and related sites. Type in a Web site URL where you know your target audience resides, click on "related links," and you will find a list of similar sites. Also, you can search for sites by country, language, or category.

Quantcast: This site uses data from audience insights to rank and sort sites. Quantcast has a free tool that allows planners to search for sites based on determined criteria, such as content category, audience demographics, geographic locations, and ad acceptance. Or just simply type in the site URL that you want to include in the media plan, and the results produce a list of sites the audience would also visit.

Google Ad Planner: With this tool, media planners can identify audiences by a series of criteria, such as demographics, geography, language, specific keywords, and category. You can even search by domain suffix, a feature that is helpful when trying to find international sites. If your client is running a display campaign through the Google Content Network, you can select to see sites that only accept advertising in the network.



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