How to Add Social Media to Your Marketing Mix. a service of

Transcription

1 How to Add Social Media to Your Marketing Mix a service of

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3 What is it? Blog + Tweet x *UP = *Bleat *Bleat is a service offered by *UP There, Everywhere to define, manage, engage in and measure the impact of social media for clients (specifically focused on blogging and micro-blogging) Why use *Bleat? Gain access to experienced writers/bloggers and social media experts to manage social media channels without a huge internal investment of time or money Engage in social media a consistent way with attention to bottom line ROI

4 What is the value of the service? Safe way to trial social media channels No need to hire staff to manage it Drive traffic to Website Consistent, scheduled content Bring company Website to life (live feeds, posts) Boost SEO around brand and keywords

5 How does it work? UP* assigns bloggers. Depending on level of service a client requests, UP* assigns a team to create regular blog and micro-blog (Twitter) content on a scheduled basis Client approves content/schedule. The schedule can include themes and topics that coincide with client product launches, events, or news. Client approves blogger guide. The guide specifies the types of content and/or words/topics which are OK and Not OK to use. UP* Bleats. UP* responds to social mentions, retweets and comments on behalf of client via social media channels, and assigns or forwards messages to client for response as needed. UP* presents results. UP* provides scheduled analytic reports showing the impact of social media outreach.

6 *Bleat Process *UP team assigned & schedule created UP* manages posts, mentions, reposts Monthly report provided to client Client approves content guide Client approves weekly posts Weekly content schedule prepared

7 How do I interact with it? Clients can have as much or little involvement in the *Bleat service as they wish: Use *Bleat only for post seeding (handle responses yourself) Use *Bleat to manage all posting and monitoring (including monitoring mentions and keywords) Use *Bleat for complete social media analysis *Bleat includes a social monitoring/scheduling tool that allows clients to review content before posting

8 How much of my time is required? Clients will provide initial input to help create a social media schedule and bloggers guide (2-3 hours upfront) Clients may approve all blog and micro-blog posts as desired (1 hour/week if desired) Clients may respond to direct mentions (posts) or assign UP* to respond (1/2 hour /week if desired) Clients may review reports and provide direction for future content focus (2-3 hours/month as desired)

9 How is content created? Client stories/ data/ information Client (+ other staff) interviews Digging UP relevant news in the media Re-tweeting relevant and interesting tweets/links Monitoring industry trends and competitors Google alerts, monitoring social media keywords via Hootsuite, Trendrr, etc.

10 What *UP Offers *BLEAT SERVICE DETAILS

11 *Bleat Service Levels Strategy Consultancy Workshops/Audits Prepare social media tactical plan Create social media calendar and schedule of topics hours of work (Cost: $1000-2,000) Campaign Management Short-term campaign management May include FB ads, promoted tweets, seeding (blogger outreach), blog posts Campaign monitoring and reporting Set time period (1 month, 3 months, 6 months, etc) 10 hours/week (Cost: $1000/week) Social Management Daily monitoring Response and retweets/posts of relevant content Weekly social media outreach Prepared blog posts Reporting and analysis hours/week (Cost: $ /week)

12 UP* Services include monitoring tools Pricing Tweetdeck Hootsuite Seesmic Social Engage Free monitoring tool Monitor mentions and keywords No scheduling feature or assigning Schedule messages and tweets Track results Monitor mentions & keywords Intelligence about network Mobile apps Schedule posts Track keywords Monitor mentions Monitor Facebook, Twitter, LinkedIn, Chatter accounts Mobile apps Enterprise version (replaces CoTweet) Schedule/monitor Facebook/Twettier Collaborate, assign tasks to other Monitor whole web (multiple languages) Complete analytics

13 Key elements of social media ROI reports Completed Transactions Sales or orders Leads Generated Sponsorships, sales, partnerships Lead Generation Activity Actions for each activity Customer Service Measurements # questions fielded, customer inquiries forwarded Raised Community Awareness Reputation Management Increased Likability Metrics: post views, page views, Tweet click-thrus, post feedback, etc. Keyword data such as mentions, positive mentions, negative mentions, retweets, etc. Increases in likes or comments SEO Benefit Position of keywords or month/quarter for social platforms

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