Evolution of Social Media Marketing

Here is a preview of my latest take on the evolution of social media marketing.

 

The presentation starts with a trip down memory lane by reviewing the rise of social media platforms across the globe.

Evolution of Social Marketing Timelines - Tom Edwards

Next is a look at the impact social media trends have had on consumer behavior. Everything from viral videos, #selfies and the rise of YouTube celebrities.

Evolution of Social Media Trends - Tom Edwards

Then focus shifts to the evolution of social marketing globally and the role that content plays in today’s social marketing programs.

Evolution of Social Marketing Content - Tom Edwards

The journey wraps with a look at the future state of social marketing.

Evolution of Social Marketing Future - Tom Edwards

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Influencer Identification, Brand Marketers & the Growing Divide

Advocacy, acceleration of content creation and generating buzz around products and services are always at the top of the list for most brand Go-To-Market strategies.

One consistent goal is to identify and engage key influencers in a specific brand category and work to activate them by peeking their interest into becoming a brand ambassador for your offering. Sounds easy enough right?

The problem is the divide between influencers and brands is very real and more fragmented than you may think. Obviously there are the A-list influencers in each category. Getting a single mention from Guy Kawasaki (@guykawasaki) or a featured article via a TechCrunch or Mashable author are worthy of praise.

guy

But how do you identify RELEVANT influencers? A large number of Influencers have moved past only residing in blogs and are leveraging other social channels. While blogs are still a key component of influencer outreach it is incredibly important to review an influencers comprehensive social footprint in comparison to your target consumer to ensure that you are maximizing your true social reach.

Many tools exist today to identify influencers across categories such as Technorati’s top 100 (Blogs) , Klout (Twitter), Radian6 (Multiple Channels) etc… but additional analysis needs to be conducted prior to executing your outreach program. Generating tool created influencer target lists is only half the battle.

Technorati

When I work with brands I use a combination of tools to craft the ideal influencer target list for my brand category. But before I proceed with any type of outreach there are 2 additional steps that need to be taken.

#1 – It is extremely important to take into consideration the target consumer segments and behavioral characteristics. This is critical as your influencers are only relevant to your consumer target if they are actually relevant to your consumer target!

Sample Personas2 crp

#2 – Not all influencers are created equally. Just because you have a list of 100 potential influencers to target it does not mean that you will get the most reach per channel.

When I review influencers for potential brand impact I take into consideration the following variables:

1 – Ensure my Consumer Segmentation is as detailed as possible including characteristics and perceived personas.

2 – Consolidate sets of traffic & engagement patterns via publicly available sources.

Scoble

2 – Map Target Demographics & Age indexing against my consumer segments
3 – Categorize and review social channel penetration and impact per channel as well as review how integrated their individual channels are.
4 – If available brand partner history

Once all data has been collected I score each set of variables based on a proprietary influencer index that I created. I will review as much data as possible around each influencer… Monthly uniques, demographic indexing tied to my consumer segments then I run numerous calculations on factors such as Dan Zarrella’s Retweetability Metric (# Tweets per day /# of RT’s per day)/Followers as well as analysis of Facebook reach, YouTube subscribers, video views and more.

dan-zarellas-retweetability-metric

Each data element receives a 1-3 weighted ranking based on Primary, Secondary & Ancillary influencer target status and all scores are then averaged to gauge an influencers potential brand impact rating.

What I find is that there are many tools that will get you 80% of the way there in terms of identifying relevant influencers. There are many tools that are channel specific and provide valuable data. In order to find the individuals that are truly relevant to your potential target audience it is important to venture that last 20% in order to truly maximize your program for success.

Regarding the outreach portion it is extremely important to be respectful in your approach. Take the time and show an interest in the topics they are passionate about and incent them in a way that will definitely encourage them to engage and be reciprocal in your praise. Facebook’s upcoming change that will allow brands to take more control of responding as a brand can further increase the bond between influencers and the brand. Aggregate relevant posts, provide links back and respond to their requests in a timely manner. Treat influencers as you would like to be treated and it will go a long way.

I have found these steps to be an extremely valuable framework to executing a successful influencer identification and outreach program.

 

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What’s the price of a Facebook Fan? It’s 5 dollars

Recently Babies R Us ran a Facebook campaign that caught my attention. There were a number of campaign elements that were executed well and the result was a positive network effect. There were also areas that could have been capitalized upon to drive further value.

The premise of the campaign was driven by the promise of a $5 digital e-card for becoming a Facebook fan. The catch was it was a 1 day campaign.

7 things I liked about the experience:

1) A one day promotion provides a sense of urgency to take action with a truly valuable and tangible benefit.

2) Simple, audience specific image with a very clear call to action. Sometimes simple is better.

3) Ability to immediately blast all friends increases potential viral distribution. This increases by additional adoption as visibility into friends recent activity amplify the impact and potential drive to action.

Babiesrus3-Blog1

4) Low barrier to initiate the action as all that was required was to click “Become a fan” which leads directly to a very brief profiling exercise with clear rules & terms and does not present form or information overload.

5) I really liked the SMS opt-in being handled within the profile experience as mobile is a natural extension beyond a Facebook driven channel interaction.

Babiesrus3-Blog2

6) Delivery of the e-card occurred within 2 days with the added benefit of use online & in-store highly increasing my probability of actually using it.

7) Network proliferation (at least through my wifes/target network) was immediate and visible as a significantly high percentage of her network participated in the campaign.

7 Areas of focus that could have further enhanced results beyond the standard campaign:

1) Further amplify & drive awareness prior to and after the event. Drive 5-10 day interaction strategy through multiple social channels to further hype the event. This includes targeting key niche (e.g. Ovusoft, Playground Dad) communities and driving influencer build-up to the event to further amplify the promotion.

2) This also accounts for influencial “mommy” bloggers and “super” dads. One key point is that Blog actually stands for B. Better L. Listing. O. On G. Google. As within product category segments 30-60% of top search results are blog driven. Outreach to same group to write about the campaign and the positive impact and build anticipation for a possible future event.

3) Capitalize immediately on the opportunity to cross promote to the target market segment. Specifically on the “Thank You” page would have been a great opportunity to drive through to a branded interaction or to a select group of targeted products.

4) Immediate recognition of SMS opt-in by sending a confirmation message offering additional incentive for accepting the opt-in.

5) Take this as an opportunity to leverage a proximity based service with devices in store locations to continue to amplify cost savings by leveraging the existing opt-in.

6) As with any strategy where profiling occurs the ability to now directly tie these individuals into an actionable marketing queue is invaluable. Capitalizing on more than just capturing the data is one of the keys to truly driving the value from social channels.

7) The follow-up e-mail was very thorough with categories, calls to action to both Babies R Us and Toys R Us. The format was pure HTML. There needs to be a plain text option as well to cover all bases.

Conclusions & Measurement:

Overall I liked the premise and execution of the campaign. I will be interested in measuring the Key performance indicators (KPI’s) if they become available such as the delta between number of friends prior and after the promotion, retention of new “fans”, number of profile opt-ins, number of mobile opt-ins, etc.

*Credit for discovery of the promotion goes to my wife. Thanks Cherlyn!!!