June 1st, 2016 kicked off this year’s annual Social Media Strategy Summit. The 3-day event from June 1-3 welcomed digital media strategists from all over the globe bringing with them extensive industry knowledge and best practices they have found in their industries. #SMSsummit caused a real buzz throughout the event, trending on twitter, and gathering around 2,000 mentions over the period of the event.
To bring you some of the best of the event, we’ve pulled together an overview of four of the key talks, to really highlight how Intel, Daily Mail, Presidio and NBC Sports use social listening to tap their audience, create stellar content and convert traffic.
Step-by-Step Guide for Social Content Marketers to Get More Budget and Headcount
Former Global Marketing Strategist for Intel, Pam Didner, shared how Marketers can request additional budget and headcount for social media strategies so long as they meet current business objectives. Didner states it is important to first identify stakeholders as they are the one’s who control the budget. Once you understand your stakeholder’s needs for social marketing, develop 3 ideas that meet those objectives and then prepare for the pitch. The planning of the pitch is equally as important as the request. Follow the step-by-step rules below and you should be fine!
- POWER OPENER*
- NEW IDEAS
- DESIRED ACTION*
Remember the pitch should be no more than 10 slides! Be visual, the less text the better. Wow your audience with a power opener, guide them through your presentation with a story, and close with a desired action from your audience.
Content at Scale: Leveraging Content Volume and Velocity to Create High-Performance Campaigns
Josh Richman, CMO North America, DailyMail.com explained how Snapchat Discover, one this year’s social media hot topics, is an ‘additive’ tool for DailyMail.com’s content and marketing strategy. Enabling them to grow into the American market ranking against the likes of CNN. To meet their 12,000 daily stories and user expectation, DailyMail provides 30 daily snaps on their Discover timeline. With the figures showing that the Snapchat Discover stories received a 30% completion rate, so they were able to keep users on the platform for longer.
Facebook was next in the strategy line: showing how real-time analytics from what their readers are engaging with, guides the content so DailyMail.com already know what’s popping before publication. A massive 46% of DailyMail’s global traffic comes from their Facebook homepage, with 26% coming from the US alone, with the goal being to get daily user growth into the millions by mid-2017. Facebook live is going to be a key part of this strategy, with DailyMail already using live streaming to dynamically connect written content to video. Finally, Josh put the focus on ‘distributive plug-ins’. If broken down, two-thirds of the world’s content marketing universe doesn’t produce content. Instead, they distribute it, manage connecting pipes and optimize. A study found that 50% of the content researched got no views and 70% didn’t get any engagement – either the content was not good, or perhaps more crucially the distribution was off. Here Josh emphasized the need for a ‘Reader first’ approach. Dailymail’s social dashboard ‘Story Blaster’ monitors topics causing a buzz which can then be instantly pushed to their Facebook page. When it comes to millennials, DailyMail’s communication channel Elite Daily is about connecting in a visual way: listening, reacting and making it personal and learning from social channels to create the content. You need to be driving content from your readers, even if the means making it uncomfortable, it’s all about driving a response which creates success.
Converting Traffic to Revenue
Jaime Ellis (Director, Digital Marketing, Presidio) took us back to basics when it comes to setting realistic goals of what you’re trying to achieve with your marketing strategies to turn traffic into paying customers. Long sales cycles from 12- 18 months, can create difficulties when trying to tie revenue back to marketing opportunities, exemplifying the need to have a good tracking system to really capture their true value and tie this up to ROI and detect where leads and revenue are being generated. If, for example, you achieve 20,000 site visits a month, where you get 100 form fills, of which 20% of those become paying customers and 6-12 months down the line, there are 400,000 dollars of revenue tied to those leads: that is effectively ROI you can present to the management to get investment to boost your marketing strategy.
So how did she put this into action to get management to invest in the monetary value of her marketing efforts? She went to Youtube. Armed with a 10,000 dollar informative and good quality video and wanting to improve the initially disappointing results and lack of views, the goal was to increase the views by 1,000 (200% increase). This goal then turned into an extra 200 views, so paid and targeted youtube ads were the way forward, yielding 121,000 views in a 5-week time frame.
This worked, the cost per view was low, as it only started counting from 30 seconds in, and crucially it received over 5,000 site visits from youtube alone. This high level of engagement to the website from creating the video, meant the management were willing to invest more in marketing strategies. However, Jaime said that no matter how successful the traffic conversion is, it needs to be made consumable for management in order to secure further investment and success, even if it means breaking the metrics down into a basic formula such as; X amount of site visits = X amount of revenue. Video, it seems, really is becoming the way to increase consumer engagement.
From the Super Bowl to the Olympics: Social Media Marketing in a Real-Time Sports World
Lyndsay Signor (Senior Director, Social Media Marketing, NBC Sports and Olympics) talked us through NBC Sport’s surrounding 360 social strategy, with key insights coming from SuperBowl 49. NBC already has a huge audience watching and talking about them, so they consistently need to be cutting through the buzz. By using a cross brand-strategy, across all of the NBC affiliated sites, NBC has been able to interact with its talent on all their platforms, but the key to making it work driving targeted audiences back to site, with specific content adapted to individual social media channels, to ensure profit alongside growth in followers.
Here, Lyndsay spoke about the importance of remembering NBC’s strong TV presence as key to the brand, whilst translating the interaction model in a way that makes sense for the fans on the different platforms – “the stuff we put out on social should be just as good as what we’re doing on tv”.
SuperBowl 49 got over 25 million tweets impressions and was the most talked about SuperBowl on Facebook. But how could NBC stand-out among their own noise? By being innovative on social and through video. Here, examples were pulled from event polls to connecting technology to twitter through Johnny Weir’s tweet-powered broach, which moved the more people used the #WatchMeNeighNeigh hashtag and Patrick Peterson’s most selfies in an hour Guinness World Record 2015. “The social landscape is a busy place” so we need to be bringing all users into one platform in some way through cross-promoting and using stats from other platforms in a central place.
The other key focus was bringing in experts to go beyond getting simply your own audiences attention. The example here was the collaboration with Dude Perfect for the Super Bowl. In the first 24 hours it had over 20 million views and allowed NBC to reach a millennial audience. However, the principle takeaway is the importance of adapting this content to broaden your reach through using the social platforms in different ways. To summarize NBC’s strategy here is how they categorized each platform focus for maximum impact during the Super Bowl:
Facebook: Video (Especially Native video)
Twitter: Real-time news and sports updates, live tweeting – it’s all about hitting people when they are on twitter engaging the audience with what they’re already talking about.
Tumblr: Playing with PR, promoting Ads
Instagram: focus on what fans were doing, interaction, adding to what wasn’t on broadcast. Capitalizing on game dynamics and fan focus
Pinterest: Aim to reach a different audience (more women)
Vine: Balance of short video and native video.
With sound insights, stats and strategy frameworks shared from top speakers and influencers, it’s clear that adapting Social Media around your brand and having a clear focus for each platform is principle when it comes to engaging your consumers online.