I just downloaded and read the 2015 state of social marketing report from Simply Measured. As we all know, social media isn’t a fad that is going away. But, how big of a role does it “really” play in the marketing mix? How much of the budget should it take up? How much time should you invest into it? These were all great things to learn about. I even tweeted out some screen shots, so be sure to follow me on Twitter, @Linder83.
So let’s start from the top in my own words:
How large of a role should, or does, social play in the marketing mix?
- Large enough that it has its own strategy
- Large enough that if possible the “team” has more than just one person setting the strategy & executing upon it, looking at analytics, and writing the content
How much of the budget should social get?
- According to the report, the breakdown should be the following – overall marketing budget should be 10% of the company revenue (this we should all know already), digital marketing should get 25% of that 10%, and social should get roughly 10% of the 25% –>this last number is on the rise!!!
How much time should you invest into social?
- Ideally, enough time to set a strategy, execute upon it, listen & respond to your customers, analyze the metrics, write the content, and anything else. The actual “time” depends on how large your team is and how large your business is, or how large your reach is and how many platforms you are on as well as how different the content is on each platform.
- “Modern marketers don’t have to make purely qualitative decisions. The data available for any digital channel arms marketers with the ability to quantify their entire social marketing process.”
- “Social is now viewed [as] a legitimate channel in the marketing mix, which means there are three distinct needs, just as there are in other areas of digital marketing, like email or web:
- The ability to define and plan a social strategy.
- The ability to execute on that strategy.
- The ability to measure the success of the strategy and execution.”
- “2015 is the year to focus on video on Facebook. Video has made a big impact for brands, and is a major component of Facebook’s strategy to keep users engaged on the site. Make video a large focus of your Facebook marketing plan.”
- “Regular tweeting is key to brand success. 74% of brands tweeted at least three times per day (including Retweets and @replies).
- •Tweeting out links is becoming the social standard. The number of links tweeted by brands increased 72% from Q4 2013 to Q4 2014.”
- “Instagram is one of the fastest growing social networks in history…Instagram has become the go-to platform for users interested in both sharing visual stories, and consuming them.
- Publish at least one post per week. Seventy-five percent (75%) of top brands publish at least once a week.
- Don’t keep your brand off Instagram just because it’s not obviously visual. Many unexpected brands have found success on the network.
- Pay more attention to caption content than length. Caption length has no correlation with engagement levels.”
- “Over 300 hours of video are uploaded to YouTube every minute, and generate billions of views each day.
- Know what your best type of content is, and maintain a regular schedule.
- Reach out to communities that are relevant to your videos. “
- “Pinterest has been raising brand eyebrows for some time now due to its ability to connect social and commerce.
- Be sure to use general, highly searchable terms in your pin description, the origin URL, and your original photo title.
- Create a foundation of evergreen content: content that is not news-, time-, or even product- based, such as how-to images. This will increase the chances that your pins get recycled through Pinterest and retain their positions on the top of search results pages.
- Varying your posting timing can expose your brand to different segments of the Pinterest population and lead to more exposure, repins, and followers.”
- “Tumblr has over 234.6 million blogs, with more than 110.1 billion posts to date, and has attracted some of the biggest brands in the world. This is largely due to the customization and creativity that Tumblr encourages. Brands on Tumblr can build a blog using one of the thousands of templates the network offers, or by designing their own in HTML. Few social networks allow this type of flexibility.
- Use the tools that Tumblr provides. Their marketing blog (marketr.tumblr.com) and brand resources provide tips and tricks that any brand can use.
- Focus on amplification. Tumblr posts last longer than other networks, but only when created with longevity in mind. “
- “Google+ may be the most powerful social network you never use. Integrated with YouTube, Gmail, and several other services, Google+ has over 2.2 billion registered users…Despite criticism about declining adoption and low engagement, Google+ has attracted 78% of top brands, and 66% actively posted in the month of April.
- By adding your circles and select individuals to your share settings, you trigger a notification for those users that you’ve shared a post directly with them.”
- “Marketing programs constantly evolve, and social media is no exception. The real challenge will be for social marketers to understand the relationships and inter-workings of other digital marketing channels, develop a common language with other teams, and continue to measure and improve programs.”