面向所有人的社交媒体营销：关于B2B和B2C市场营销中的社交媒体，您需要了解的所有信息（英文版）.pdf

Social Media Marketing for Everybody Everything You Need to Know About Social Media in B2B and B2C Marketing Table of Contents The state of social Which platforms matter? Use social listening to understand your audience Conduct social data research to inform brand strategy Create a super-efficient social publishing machine Engage effectively and reliably to build customer relationships Get true visibility into social ROI with unified social analytics Takeaways 2 4 5 6 7 8 9 10 3 The state of social However, since Facebooks blockbuster acquisition of Instagram in 2012, the tide has turned toward consolidation. Today, the average American social media user is on just three platforms 1 . Only 4% of marketers 2still say their primary social media challenge is keeping up with feature changes. Analytics have also improved dramatically since the early days. Savvy marketers can now use sophisticated real-time metrics to help them understand how their social media efforts translate into improvements throughout the funnel. But despite the maturation of social media technology, making meaningful connections and building an audience remains difficult. Nearly a quarter of marketers surveyed named community building as their number one social media challenge. Another quarter of respondents cited creating a cohesive social media strategy as their top priority. If youre one of them, this guide is for you. Read on for everything you need to know about social media for marketing in 2018. Like any nascent industry, social media was a crowded field for several years as upstart companies battled it out for consumer mindshare. This fragmentation created constant challenges for brand marketers trying to reach customers using these new and rapidly evolving communications channels. 1 Pew Research Center 2 The Manifest. “Social Media Survey 2018.” February 8 2018.4 How to use Share content via owned brand pages Mine insights from billions of consumer conversations and behaviors Boost organic reach with paid content promotion and sophisticated targeting capabilities Provide customer service and shipment tracking via Messenger Risks Savvy consumers tune out obvious promotional material, so branded content must be highly relevant to attract attention and shares Comment moderation may require significant attention and bandwidth 2.190B Monthly Active Users Facebook Founded in 2004 Which Platfoms Matter? How to use Share content and amplify campaigns via owned brand accounts Listen and analyze conversations for market insights Capitalize on real-time marketing opportunities Engage with influencers and their fan bases Provide ad hoc customer service Risks Bots and fake followers can mute the impact of owned and paid posts Real-time conversation requires 24/7 management and a consistent 336M Monthly Active Users Twitter Founded in 2006 How to use Share content via owned brand pages Participate in conversations relevant to your brands area of expertise Establish thought leadership by publishing long-form articles Connect with prospective customers via Groups Mine insights from millions of conversations and user behaviors Promote content to boost organic reach Risks Because LinkedIn is focused on professional networks, its utility is limited for B2C marketing 260M Monthly Active Users LinkedIn Founded in 2002 How to use Share image and video content via owned brand accounts Create branded “stories” that autoplay in succession and disappear after 24 hours Boost organic reach with paid content promotion, which appears in user feeds alongside standard content Use image recognition technologies to surface your brand in user-generated content (UGC) Risks Because native ads appear inline with organic content, promoted material must fit in aesthetically to receive consumer attention Bots and fake followers can mute the impact of owned and paid posts 1B Monthly Active Users Instagram Founded in 2010 meltwater/social5 How to use Share images via branded accounts Establish your brands aesthetic vision by curating boards of others pins Drive purchases with Rich Pins, which allow users to buy items they see in images Extend organic reach with paid content promotion Risks User demographics may affect reach, depending on your target audience; 70% of Pinterest users are women 200M Monthly Active Users Pinterest Founded in 2010 Which Platfoms Matter? How to use Share ephemeral video clips and images in real time via brand accounts Reach a highly engaged audience (DAUs open Snapchat an average of more than 18 times a day) Work with influencers who have established large followings Risks User demographics may limit reach, depending on your target market; 78% of Snapchat users are 24 or younger Maintaining a steady stream of ephemeral content requires significant staff resources 191M Daily Active Users Snapchat Founded in 2011 How to use Share long-form content with embedded images and videos Compete for mindshare from the 70-80% of consumers who ignore paid search results and go straight to organic results Create a “home base” for your brands voice Engage prospects and customers with regular posts that keep your brand top of mind Improve your sites search engine ranking and build inbound link networks by using keywords throughout your posts Demonstrate thought leadership Risks Company blogs rarely see significant organic traffic; you will need to drive clicks by publicizing your posts in other social channels 70% of Marketers blog at least weekly Blogs Around since 1994 How to use Share video content via branded channels Engage with consumers via video comments Provide product support videos to help improve customer satisfaction and retention Use image recognition technologies to surface your brand in user-generated content (UGC) Boost visibility of your content via paid content promotion Reach new customers by working with influencers who have established large followings Risks Creating quality video content can be more resource-intensive than other types of content 1.58B Worldwide Users YouTube Founded in 2005 meltwater/social6 Use social listening to understand your audience The first rule of marketingknow your customeris also the most critical guideline for developing world-class social media programs. And to learn about your audience, you must listen to them. At any given moment, millions of conversations are happening globally on social media. Marketers with the right tools to filter, curate, and analyze these conversations can access a treasure trove of invaluable information: who their customers are, what they care about, how they make buying decisions, what inspires them to recommend products and experiences to friends, and more. What marketers should be listening for: Brand mentions Competitor mentions Competitor messaging and campaigns Customer service issues Potential crisis management situations Real-time marketing opportunities Prospective influencer partners meltwater/social7 Conduct social data research to inform brand strategy Every conversation that has ever taken place on social media is archived. That means marketers with the right research tools have access to a vast source of rich data about audience behavior, trends, and attitudes. Given the fast-moving nature of social conversation, most of the data relevant to marketing strategy decisions will have been generated in the past year or so. Marketers should look for a social research platform with ad hoc search capabilities across multiple social networks, unlimited access to recent conversations, audience segmentation capabilities, influencer identification tools, and the ability to export raw data in multiple formats for further analysis. What marketers should research: Shifts in brand perception over time Audience reaction to past campaigns and historical events What types of content get shared most broadly What topics generate the most audience engagement Topics your audience cares about that arent yet part of your social content plan Patterns related to service and support requests Is image recognition ready for prime time? In the past, “listening” traditionally meant detecting specific words within text-based social posts. But in 2018, visual content is king. Thats why automated image recognition technology is a must-have for any social listening platform. Image recognition tools use AI to identify logos or trademarked material in photos and videos on social networks. With these tools, your team can easily curate visual brand mentions and communicate with rights owners to secure permission to republish.8 Create a super-efficient publishing machine Social conversations happen in real time. For marketers tasked with injecting a brands personality into that conversation, drafting and distributing on-brand content across multiple channels at scaleand at exactly the right timescan present a significant challenge. Staying organized and using the right social publishing tools is the key to success. Look for a social media management platform that offers: A centralized asset repository with media validation by each content channel Full calendar views of upcoming content by brand or social account Sophisticated tagging capabilities to support filtering and multi-dimensional post-campaign analysis Configurable draft and approval workflows Sharing tools that let you suggest or share top-performing content across the enterprise Governance tools that allow you to customize permissions and interfaces by job role meltwater/social9 ACTION ITEM: Prioritize your social channels It may be tempting to try to reach customers in every channel, but spreading your teams resources too thin is unwise. Instead, choose 3-5 social networks that are the best fit for your brand and your customers. Consider: Who are your customers? Let their demographics guide your choices. Do you sell to consumers or businesses? B2B companies should emphasize professional networking site LinkedIn over channels like Snapchat and Instagram, where users are more likely to have personal connections. Is your product highly visual? If so, consider focusing on image and video- heavy channels. Is your value proposition instantly understandable? If so, visual content may be your best match. Offerings that require more explanation may be better served by long-form content. What resources do you have for content production? Highly produced video and polished images require more time and money than short text-based posts. What resources do you have for community management? Creating your posts is only half of the job when it comes to publishing. Be realistic about whether your team has enough bandwidth to manage responses on each of your channels on an ongoing basis. meltwater/social10 ACTION ITEM: Create an editorial calendar Define your content pillars. Using what you learned from social listening and ad hoc historical research, select three to five broad topic areas that your audience cares about and in which you can offer expertise. Brainstorm anchor content for your chosen social networks. Aim for at least one large-scale piece (a video, long-form blog post, white paper, report, or campaign) per month. Try to design pieces that can be broken down into smaller chunks (e.g. snackable infographics or attention-grabbing statistics) and shared across all your channels easily. Once youve identified your key social channels, build your editorial calendar in three steps: Create a schedule with the big picture in mind. Use a single calendar to visualize and automate publication timing across all your social channels. Choose a publishing tool that includes draft approval workflows to ensure that everything is reviewed by all stakeholders before it goes live. 1 2 3 Content Ideas In Development Review Pending Published ? meltwater/social11 Engage effectively and reliably to build customer relationships In 2018, social marketing doesnt end after you get prospects into the top of your funnel. Your team can use social to educate consumers about your brand, provide product support and training, troubleshoot service issues, route conversations for one-on-one agent follow-up, and feed conversation data back into your CRM to provide a more holistic customer care experience. The key to effective engagement? Consistency. Once youve chosen the social channels your team will focus on, consider your resources. Then internally commit to target response times for engagement in your chosen channels. Over time, customers will learn that they can count on you to respond. The right social engagement platform can dramatically simplify community management and customer service. Look for a tool that enables your team to: View conversations across multiple social networks in a single dashboard Maximize efficiency with pre-canned responses to common comments and questions Have multiple people simultaneously respond to high volume conversations without duplicating responses by showing when content is already in progress Categorize content automatically Access real-time status via dashboards available on both desktop and mobile Automate filtering and routing of messages Customize permissions and engagement interface by job role Paid media: When, why, and how? Each of the major social media networks offers paid content promotion opportunities, and many also sell traditional display ads. But why pay for exposure on a platform where you can already get free exposure? In a word, reach. The posts you make on your owned brand accounts will be displayed for your subscribers/friends/followersbut if you pay to boost your reach, your content will be distributed to hundreds, thousands, or even millions more potential fans. The most effective paid campaigns are based on content that has already been proven to resonate with your audience. Use organic social interaction to refine your message until its irresistible, then use paid media to shout it from the rooftops.12 Get true visibility into social ROI with unified social analytics The social media landscape may have matured and consolidated in recent yearsbut with multiple social accounts, channels, markets, and agencies, its as difficult and time-consuming as ever for brand marketers to compile data and analyze campaign performance. A smart social media analytics strategy complements great publishing and engagement strategies by giving you near real- time visibility into what works, as well as what can be improved. Look for a social analytics platform that can deliver: A single dashboard that aggregates KPIs and tracks progress