Social Media Marketing Strategy | Top 11 #SMMW13 Insights

Social Media Marketing Strategy takeaways from #SMMW13

Meltwater was a proud sponsor of Social Media Marketing World 2013 last week in San Diego.  This conference brought together a Who’s Who of social media gunslingers for an in-depth discussion of social media marketing strategy, tricks and tips for taming the wild west of social.

The top 11 insights we came away with are listed at left.  Many of the key takeaways to inform your social media marketing strategy circle back to the main point in our social media how-to, The 4 C’s of Social Media Marketing: traditional monologue marketing techniques should be re-calibrated to apply to the new social dialogue marketing model.

In short: be social like a real person, because you are a real person, and so is each member of your target social communities.

Social Media Marketing Strategy by the Pros

It was inevitable that the presenters at a social media marketing conference would use a few clever tricks to dominate the conference chatter.  Hats off go to Dave Kerpen, who managed to garner the most tweets of anyone due to having a champagne lottery for folks tweeting about him, and Mari Smith, who came in second by tweeting her favorite quotes from other notable speakers, which were in turn RT’d by those following the #SMMW13 hashtag.

Guy Kawasaki used a clever little gimmick: taking photos of anyone taking photos of him.  This caused a lot of post-conference buzz once the gallery was published, demonstrating that Guy, unsurprisingly, has a great handle on his target social communities and the sort of reciprocal content that will garner positive social karma.

Another great social media marketing strategy shout-out goes to keynote speaker Sally Hogshead and her fascinating personality test, because assembling an audience of highly connected and inherently self-promotional social media marketing experts and letting them take a groovy personality test for free is a really good way to get people talking about that personality test.

So remember: be fascinating, people.  (And take the comma out and be that, too.)



Social Communities | The First C of Social Media Marketing

Cultivate Social Communities | The First C

In our social media blog series digging into The 4 C’s of Social Media Marketing, we’ve discussed using social media monitoring tools to help social listening, which is the foundation of a strong social strategy.  Once that strategy is set, campaigns come to life by engaging target social communities in conversation, rather than broadcasting a message at them.  Content that goes unshared is lonely, long-format advertising, not social marketing.  Remember, the number one goal of any social media marketing manager is to inspire word-of-mouth buzz.

With that framework in place, we can now dive into the first C: social communities.

Social Communities are the New Target Audience

Those of us who grew up steeped in traditional marketing and advertising principles (read: those of us who remember life before the 90’s) learned that any successful marketing campaign has three components: a target audience, a message, and a channel.

Once we move from the one-way message of monologue marketing to the two-way conversation of social dialogue marketing, our target audience becomes a target community.  Like advertisers, social marketers can qualify social communities with standard demographic and psychographic filters (e.g. name, age, gender, interests).  However, the nature of social media is that social communities can also be evaluated by their member relationships, behaviors and profiles.  With this insight, marketers can determine what sort of content is engaging its community members, and who the influencers are within that social community.

An audience, by definition, is a group of people who witness something.  A community, by contrast, is an interconnected group of people who participate in something together.  This is where we clearly see the difference: a monologue marketing campaign aims to influence individual audience members directly, whereas a dialogue marketing campaign aims to influence community members collectively by sparking conversation.

Find the Influencers in Social Communities

Both audiences and social communities are made up of people.  Evaluating social communities as a sum of individuals allows us to examine participation and influence beyond the single target community into the other social communities where an individual may be a part.  The ability to spot and engage the most influential members within a given social community is one of the big advantages social media marketers have over advertisers, and it’s why when we use a social media monitoring tool to pull analytics we should focus on actions (shares) rather than intentions (impressions).

Finding your influencers is much more easily accomplished with the right tools.  Community management has gone from the eBay model of activating an existing pool of people who chose to engage on your message boards or with your service to actively prospecting influencers within both your industry and within your frame of influence, whether or not those people have already engaged with your brand.  Having sophisticated community management and social media monitoring tools gives the social media marketer an efficient, scalable way to build strong social communities around specific campaigns, topics and other criterion.

For more on building strong social communities, download The Four C’s of Social Media Marketing

Social Communities Are…

  • Social – members interact with one another
  • Collective – members share a common interest
  • Credible – members share a foundation of trust with one another
  • Engaged – members are paying attention
  • Collaborative – members want valuable content to share, and will respond in kind

Spark Conversations in Social Communities with Content

In our recent SXSW social media monitoring wrap-up post measuring social media brand effectiveness, we noted the success of the Grumpy Cat campaign sponsored by social media publisher Mashable.  The cat’s appearance and consequent domination of social chatter was a great example of marketers knowing their audience – and in this case, that audience was a vibrant social community.

The Internet loves its feline memes, and a picture really is worth 1,000 words.  Mashable set up a tent where people could come to take a photo with Grumpy Cat at a conference drawing 25,000 attendees, self-selected as both tech-savvy and tweet-ready.  By leveraging Grumpy Cat’s online popularity in person (in the fur?), Mashable gave the technorati a valuable piece of personal content to share on social channels and hijacked the social buzz, making Grumpy Cat was the most talked-about attendee of the entire show.

Mashable crafted its social marketing campaign with a target social community firmly in mind.  Everyone who attended SXSW is a potential Mashable reader, and a large percentage of attendees are motivated to demonstrate their position on the bleeding edge of digital by sharing hot interactive trends.  In planning a campaign that would delight, engage and inspire this social community to share, Mashable demonstrated that cultivating strong social communities can really be as easy as flying a cat to Texas – and hey, cats fly free when accompanied by a human.

Meltwater Luvv – Big Data-ing Service Coming Soon!

Meltwater is thrilled to announce its newest Big Data-ing social intelligence suite, Meltwater Luvv®!*

Meltwater’s online intelligence capabilities are already used by 20,000 clients worldwide for insight into online media (Meltwater News) and social media (Meltwater Buzz).

Now, the Meltwater approach to Big Data can find the Luvv of your life!  Meltwater’s proprietary Luvv algorithm searches across social networks, relationships and actions to give you a truly holistic view of your potential match.

Meltwater’s comprehensive online intelligence informs advanced targeting features such as the Revolt-o-Meter®, and also allows for endless social search filters.  Find 25-30 year olds who:

  • Have recently changed their Facebook status to single
  • Have a steady job with a Sr. Manager title or higher
  • Have previous long-term partners who said mostly positive things about them while they were dating
  • Are still Facebook friends with their exes, but don’t engage in flirty social actions with them
  • Have never listed “It’s Complicated” as a relationship status
  • Tweet less than 3 times a day
  • Grew up within 25 miles of your hometown (making holidays with your future kids easier)
  • Like “50 Shades of Grey” and “30 Rock”

The infographic at right compares old-school dating sites with Meltwater Luvv.  The difference is in the data!

Stay tuned for this exciting new product launch!









*Please be advised that this is an April Fool’s Day joke.  Meltwater is not planning to launch any sort of dating product or service, although given the amount of social data already tracked by Meltwater Buzz, it’s possible… hmm, tempting…

Seriously, though, Meltwater is going to stick with online intelligence for your business Marketing programs.  Happy April 1st!