Download 360i Social Marketing Playbook PDF

Title360i Social Marketing Playbook
File Size6.6 MB
Total Pages56
Document Text Contents
Page 1

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http://twitter.com/home/[email protected]+Social+Marketing+Playbook+-+Download+here+http://360i.com/playbook

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FOREWORD p.3

ACKNOWLEDGEMENTS p.5

INTRODUCTION p.6

1 TRAINING TO WIN p.9
Strategically Approaching Social Marketing

2 DEVELOPING A GAME-WINNING
STRATEGY p.13
Best Practices for Ensuring Success in Social Marketing

3 THE ARENAS p.24
Key Platforms for Putting Your Brand in Play

4 BUILDING YOUR FAN BASE p.36
Promoting Your Social Marketing Programs

5 FIRING UP THE FANS p.42
Nurturing a Social Community to Build Deeper Relationships

6 PREVENTING & MANAGING SOCIAL
MARKETING FUMBLES p.46
How to Avoid Missteps and Ensure They Don’t Cost You

the Game

7 KEEPING SCORE p.52
How to Know How You Measure Up

8 BATTER UP! p.56
A Playlist for Social Marketing

CONTRIBUTOR ARTICLES

Introduction p.6
by Randall Rothenberg - President and CEO, Interactive
Advertising Bureau

Telling Your Brand’s Story with Social Media p.21
By Pete Cashmore - CEO of Mashable.com

How to Write an Award-Winning Tweet p.34
By Gregory Galant - CEO of Sawhorse Media & Creator of the
Shorty Awards

NOW Media and the Powerful Fusion of New and Old Media p. 39
By Jeff Pulver - Founder of Pulver.com & Producer of the 140
Character Conference

The Social Contract: Today vs. Tomorrow p. 49
By Jeremiah Owyang - Blogger at Web-Strategist.com

© 2009 360i. All Rights Reserved.

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Upload content to YouTube, even on a trial
basis, to review Insight data first-hand.

Learn the lifecycle of your videos to see how
long their popularity lasts, and upload new
videos to build on the popularity of your
existing content.

Explore who’s watching your videos and where
to see how that matches up with your target
audience.

Review where videos are embedded to
determine whether online promotional
programs and advertising campaigns are
impacting views or might help your videos
gain even more visibility.

Consider a test of Promoted Videos.

Twitter allows users to post brief, public updates
(called “tweets”) and respond to others, creating
conversations that anyone can read. Twitter users
can submit and read updates from the Web, mobile
devices, desktop applications and other channels. It’s
possible to create private accounts, but those are in
the minority; most people who use it want to share
with anyone – the more followers the merrier.

• Unique U.S. users: 17 million (comScore,
April 2009)

• 62% of users are ages 25-54

• More than 90% of Twitter.com visitors are moderate
or heavy Internet users

THE ARENAS

YouTube Checklist TWITTER: CONVERSING IN 140
CHARACTERS OR LESS

Overview

Twitter Facts & Figures

What it tells you:
Second-by-second viewing information to see
where viewers tuned in and out. An Audience
Attention meter then compares Hot Spots across
different videos.

How to use it:
See exactly what grabs viewers and apply those
lessons when creating video programming in
the future.

Hot Spots

What it tells you:
This newest Insight feature reveals community
engagement metrics by measuring ratings,
comments and favorites.

How to use it:
By pairing these metrics with Views and Popularity,
content owners can see not just where people are
coming from but how engaged they are depending
on their location.

Community

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http://twitter.com/360i

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Here are some of the benefits of using Twitter:

• Engage in real-time conversations with key influencers
and amplify the enthusiasm of brand evangelists

• Gain immediate feedback; use Twitter as a real-time
focus group

• Establish the brand as an industry resource for
bloggers and the media

• Create a human presence and voice for the brand

• Proactively respond to consumer questions and
problems, using it as a CRM tool

Even without participating or “tweeting,” most
marketers can benefit from monitoring Twitter to
gauge what people are saying about them, their
competitors and their industry.

Marketers use Twitter in countless ways. Here are a
handful of examples among the thousands of marketers
already participating (numbers as of May 2009).

Customer Service

Comcast (@comcastcares): responds to any discussions
of Comcast and will call users to help with customer
support (19,000 followers, 30,300 updates)

CRM

H&R Block (@hrblock): during tax season, posted
updates related to taxes and its digital media
programs and provided customer support; since then,
continues to converse with followers (2,900 followers,
1,200 updates)

Humanizing a Brand

Zappos (@zappos): CEO regularly tweets about his
business, Silicon Valley, his travels and anything else
(635,000 followers, 1,650 updates); twitter.zappos.com
links to over 400 employees using Twitter

Interactivity

National Geographic Channel (@natgeochannel):
Program information, fun facts and regular contests
(15,300 followers, 800 updates)

Personal Connection

The Ellen DeGeneres Show (@theellenshow): Personal
updates from Ellen, with occasional shared images and
links to videos (1.6 million followers, 230 updates)

Twitter allows others to build on its platform, driving
increased functionality and continued innovation by
others. Here’s a guide to several of the most useful tools:

Monitoring

Twitter Search: Marketers should spend at
least as much time here as with Twitter itself;
search.twitter.com offers more advanced features
than what’s built into Twitter.com

Twitturly and Tweetmeme: View the most popular
links bubbling up in tweets

Twist and Twitscoop: Chart Twitter buzz

Tweeting

TweetLater and HootSuite: Schedule Tweets to appear
at a pre-set time or set up an auto tweet for your
blog’s RSS feed

THE ARENAS

Tools to Manage Twitter

How Marketers are Using Twitter

How Twitter Can Benefit Marketers

blog.360i.com | twitter: @360i

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http://twitter.com/comcastcares
http://twitter.com/hrblock
http://twitter.com/zappos
http://twitter.zappos.com
http://twitter.com/natgeochannel
http://twitter.com/theellenshow
http://search.twitter.com
http://blog.360i.com
http://twitter.com/360i

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8
BA

TT
ER

U
P!

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A thoughtful, well-planned social marketing program can shift the way you interact with your
customers and, as a result, the way customers perceive your brand. For brands willing to step up to
the plate, this presents a tremendous opportunity to reinvigorate and expand their customer base.

If you’re thinking about developing or expanding your brand’s
involvement in social marketing, here are some key steps to
undertake when developing your strategy:

Actively listen and observe before getting started

Establish clear objectives and success metrics

Evaluate opportunities through your unique
strategic lens

Create a unifying concept or theme

Construct your social marketing architecture

Aggregate and/or build social media assets

Develop a plan for monitoring and responding to
consumer discussions

Roll out an integrated earned and paid media
promotional plan

Nurture your fans and community

Measure against objectives and optimize continuously

BATTER UP!

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http://twitter.com/360i

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