In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)
Program Management
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Do curso por Northwestern University
The Business of Social
436 ratings
Na lição
Management
In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.
Conheça os instrutores
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
[MUSIC]
Once you developed your social marketing programs,
you need to manage them effectively.
In this video,
I want to give you some tips to keep your communities alive and growing.
Your goal is to embrace them and keep them coming back until they are ready to buy.
So let's look at some of the areas
you need to develop to achieve your marketing and business goals.
Every day, you should monitor the KPIs or
Key Performance Indicators which determine success.
Remember, you are creating a long term relationship with community members.
And your KPIs might take days, months, or even years to happen.
Make sure you are hitting the key effectiveness.
And efficiency KPIs to ensure the social program
will be profitable to your organization.
In addition, monitor influencer reactions and community feedback
to continually improve the contributions you're making to the community.
They are telling you, if the program is working for them.
Social communities are always evolving.
Watch your KPIs over time to ensure you are effectively acquiring and
engaging with your patient, and trigger event communities.
If you see your KPIs falling, you may be out of touch with a changing community.
Use your social monitoring tools and
influencer contacts, to make the corrections necessary for success.
While we have stressed the importance of testing, many organizations test
at the start of their social strategy development and then stop.
This is a mistake you need to avoid.
Every performance funnel can be incrementally improved.
Test new content.
New subject lines, new landing pages, and
other components to ensure your program is performing at top efficiency.
Especially as your community evolves and changes.
In everything social, change is a constant.
So, don't rest on your lorals, ride the wave.
Constantly develop new content, and deploy it throughout the social pyramid.
Often, businesses get content myopic.
They find one type of content which engages most of their community.
And they stick with it to the exclusion of other media types.
Remember you're community is using video, audio and
many forms of text based content to engage with each other.
You need to be there as well.
Think multimedia always.
In addition, don't try to develop content by yourself.
You social monitoring and direct engagement to find influencers,
who have great content to add to your social IMC and nurture marketing program.
Give to get, giving them an audience gets you great content.
And they get new followers and
acknowledgement that you consider them influential.
Actively search for great content using all top.
And the other content search tools, we gave you in moot two.
Ask members to contribute to the community, it hones their filter and
focus skill while giving you great content.
Many of the members of this social marketing specialization,
began contributing articles and
videos they found to make our social community more vibrant and relevant.
Your community members will do the same for you.
At the bottom of this hierarchy is the content you develop.
With my clients, our goal is to have 10 to 15% of all the content developed by us.
Remember, filter and focus is the best way to engage with your high value audiences.
Always involve the influencers.
They connect you with the community members.
Use them when you're building your social marketing strategy,
then keep them involved in your community.
Ask them for advice.
Give them opportunities to engage with your community members, and
always treat them with the respect they deserve.
Also, involve your community members.
Encourage them to create discussion threads, and
help find content relevant to them.
Give them quick surveys to let your members see what others
think about key topics.
Ask them for advice on speakers, or new topics of interest.
Gameify their engagement to make it fun for them to be apart of the community.
Celebrate birthday's, support industry events and
conventions, and keep the conversations going.
The more vibrant your community, the more successful it will be.
Finally, have fun.
Communities are members joined together to learn from you and from each other.
Ride the wave.
And like a surfer, continually adjust to the changing needs of your community.
Listen to their feedback and take appropriate actions.
But above all, make your community a fun place to visit and learn.
Remember you are making a long term commitment to community,
which is valuable to your organization.
Constantly monitor them to make your community as vibrant and
relevant as possible.
And make it easy for them to contact you, when they're ready to make a purchase.
Give them what they need and want.
And you will get the respect and sales you deserve.
[MUSIC]
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