ALEX MAIKOWSKI USER EXPERIENCE PLANNER
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- Agatha Hutchinson
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1 HELLO.
2 ALEX MAIKOWSKI USER EXPERIENCE PLANNER
3 SOCIAL CONTENT STRATEGIES FOR PEOPLE, NOT PLATFORMS.
4 ALL MAJOR SOCIAL MEDIA NETWORKS DELETED BY HACKERS!
5
6 BUSINESSES DEPEND ON SOCIAL 94% of small businesses use social media as a marketing tool -Entrepreneur Magazine!!
7 UNCERTAINTY IS RAMPANT 81% said they didn t have an effective model in place to understand success. - Entrepreneur Magazine
8 PLATFORM DEPENDENCE Constant change makes scale + measurement difficult. Reaching your customers is becoming increasingly expensive. Overly reliant on one-way communication model.
9 PLATFORM AGNOSTIC IDEAS = LEVERAGE
10 LEVERAGE COMES WITH A PRICE Developing effective social content is: Time consuming Expensive Difficult to measure
11 SO, WHY DO IT?
12 THAT S WHERE THE CUSTOMERS ARE *Pew Research Center
13 MULTI-PLATFORM USAGE IS ON THE RISE 52% of online adults now use two or more social media sites, up from 42% in 2013.* *Pew Research Center **EMarketer
14 CUSTOMERS EXPECT YOU TO BE ACTIVE *Social Media Examiner
15 WHY PEOPLE ENGAGE WITH BRANDS! #1 : PROMOTIONS + DEALS #2 : TO FIND CONTENT THAT ALIGNS WITH VALUES HOW CAN YOU STAND OUT?
16
17 Customer experience is the new battleground for loyalty. -Forbes
18 STRENGTHENING YOUR CORE A 5% increase in customer retention can increase a company s profitability by 75%. Bain + Co!!
19
20 RECOMMENDATIONS ARE THE GREATEST DRIVER OF ACTION. Source: PSFK
21 YOUR CUSTOMER HAS THE POWER
22 A PEOPLE-FIRST STRATEGY
23 PEOPLE-FIRST Any means necessary to build advocacy.! Authenticity above all.! Platform-agnostic ideas fuel sustainability.! Right message, right time.
24 Tell me and I forget.! Teach me and I may remember.! Involve me and I learn.
25 SUCCESS
26 RE-EVALUATE EVERYTHING
27 Change almost never fails because it's too early. It almost always fails because it's too late. -Seth Godin
28 DIG IN Who are you? // How are you different? Who is your customer? // What motivates them? What value can you provide?
29 RE-EVALUATE EVERYTHING Take honest inventory Set goals Identify desired actions Content to encourage desired actions Fuel/support conversation
30 RE-EVALUATE EVERYTHING THINK BEYOND OWNED
31 BEYOND OWNED EARNED Positive conversations about your business. OWNED SHARED Content you create and publish. Content that your fans are creating and sharing around your brand.
32 THE MEASUREMENT GAP OWNED Content performance + reach + SHARED SOV + mention frequency = EARNED Sentiment + advocacy
33 EARNED EARNED PARTNER BRANDS & INFLUENCERS SOCIAL COMMUNITY BLOGS & FORUMS DEALERS SHARED PERFORMANCE TEAM OWNED.com
34 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT
35 CONTENT MARKETING IS A strategic approach focused on creating and distributing valuable, relevant content to attract and retain a clearly-defined audience. - The Content Marketing Institute
36
37 CREATING CONTENT TO SUPPORT THE USER JOURNEY
38 GEO-TARGETED LIFESTYLE
39 CULTURALLY RELEVANT CONTENT
40 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT MAKE IT PERSONAL
41 Scale is overrated, again and again. - Seth Godin
42 MAKE IT PERSONAL Listen: What does the customer need? Evaluate: What can you bring to a situation? Personalize: Be human and authentic. Repeat: Engagement is an ongoing cycle.
43 VIEW EACH ENGAGEMENT AS AN OPPORTUNITY Viewing each social engagement as an opportunity to delight your fans.
44 SOCIAL CAN START OFFLINE
45 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT MAKE IT PERSONAL FIND VALUE
46 VALUE CAN MEAN DIFFERENT THINGS Utility Promotion Incentives Entertainment Affirmation
47 WOULD I CARE? WOULD I SHARE?
48 ENTERTAINMENT: GIFS TO SHOWCASE MENU ITEMS
49 LIFE HACKS: MAKING COOKING+ CLEAN-UP EASY
50 CLEAR INCENTIVES TO DRIVE SHARING
51 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT MAKE IT PERSONAL FIND VALUE KEEP IT SIMPLE
52 WHAT DOES YOUR COMMUNITY WANT?!
53 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT MAKE IT PERSONAL FIND VALUE KEEP IT SIMPLE UNDERSTAND YOUR CHANNEL
54 UNDERSTAND YOUR CHANNEL Know the differences in user behavior. Craft ideas that make sense for the platform. Measure the right things. Stay up to date on innovations.
55 LEVERAGING PLATFORM FUNCTIONALITY
56 CREATIVE CONTESTING
57 RE-EVALUATE EVERYTHING THINK BEYOND OWNED COMMIT TO CONTENT MAKE IT PERSONAL FIND VALUE KEEP IT SIMPLE UNDERSTAND YOUR CHANNEL TEST AND ADAPT
58 TEST AND ADAPT Set measurable goals. Focus on improving, not comparing. Try things and learn from them. Be in it for the long haul.
59 You miss 100% of the shots you don t take.
60 GUIDING PRINCIPLES
61 GUIDING PRINCIPLES Invest in yourself. Stay active. Engage smartly. Keep it visual. Always provide value. Don t be afraid to fail.
62
63 THE OPPORTUNITY IN RICHMOND ~235,000 people on social + a growing cultural scene + great local resources
64
65 THANK //
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