SPARK Publicity launches monthly Technology Talks 001

WEBINAR CONTENT:

1. 1. Using technology to engage your clients, partners or business stakeholders 
   2. Using technology to measure your social media return on investment
   3. Fast customer engagement across all platforms
   4. Using technology to create your virtual target audience personal
   5. Using technology for multiple level or multiple stakeholders post approvals 
   6. Using technology to ensure posts go live on time
   7. Using technology to measure your brand’s digital share of voice
   8. Using technology to identify reputation crisis
   9. Using technology to reach multiple influencers and manage your influencer campaigns
   10. Using technology to find potential brand ambassadors
   11. Using technology in product development
   12. Using technology to assess and measure your competition

Using technology to engage your clients, partners or business stakeholders:

Online events can range from the simple Zoom webinars or Facebook live events, to sophisticated events with:

• A virtual waiting room
• Interactive live audience
• Immersive solutions with augmented reality that can be fully customized 

How we help: Using 3rd party event platforms we can:

• Create your virtual event concept
• Use lead ads to populate your event attendees
• Provide tech support and training
• Prepare event materials 
• Be on stand-by to support you on event day 
• Offer event reporting 

Examples of event platforms we use: One way presentations using platforms like Facebook live and Augmented reality using more complex softwares.

Using technology to measure your social media return on investment

Measuring digital return on investment is a complex process. However if the goals and measurement process is set up in the beginning of social media campaigns, the process can be easy and fast. 

How we go about it: This process entails several simple steps 

1. 1. What is your price per product (PPP)?
   2. What is your cost per acquisition (CPA)? 
   3. ROI = PPP – CPA 

Setting your budget based on the CPA: 1000 acquisitions = PPP x 1,000

Tracking conversions: Using lead generation forms; Using conversion pixels installed on your website 

Fast customer engagement across all platforms: 

Customers don’t always reach out to us on one platform. Most times they message us on multiple platforms about the same thing. Community management platforms 

• Allow us to identify your customer when they reach out to us on different platforms and address them as friends 
• Find comments that might have been missed. 

How it works: 

• Instead of multiple logins, we can plug all your social media accounts onto one dashboard. 
• This standardizes responses. 
• We can assign inquiries to specific people based on their expertise 
• Measure response time 
• Track inquiries pending a response. 
• Instead of seeing comments per channel, we see comments per person. 

Using technology to create your virtual target audience persona:

As your target audience engages with us on various platforms, their interests are continually registered. 

What we can do:

• Determine their age and gender 
• Find their varied interests 
• Build a custom audience database from their actions 
• Use their actions and interests to retarget them 
• Retarget existing audiences that you have built through other marketing activities 
• Use your existing audiences to build an look-alike 

How it works: 

• We need to use 3rd party softwares to plug in existing social media accounts and start collecting data 
• We can use conversion pixels to track how much time your audiences spend on websites and build a custom audience based on their actions 
• Export audience segments 

Using technology for multiple level or multiple stakeholders post approvals 

Post approvals don’t have to be a long and tedious night-mare. Especially when approvals are being gotten from various stakeholders.  

Approval management softwares allow us to:

• Upload all your content on one platform 
• Add approvers and assign them varying permissions 
• Automate approval notifications so your approvers only receive notifications only when it’s their turn 
• Allow for conversation between approvers without the need to affect the content  
• Automate actions that must occur when content is fully approval 
• Monitor feedback with time-stamped conversation threads.

Using technology to ensure posts go live on time:

Using technology to ensure posts go live on time:

Without scheduling tools, your posts will go live either late or all at the same time. 

What softwares enable us to do: 

• Schedule posts based on the target time-zone

How it works: 

• Instead of multiple logins, we can plug all your social media accounts onto one dashboard. 
• This standardizes responses. 
• We can assign inquiries to specific people based on their expertise 
• Measure response time 
• Track inquiries pending a response. 
• Instead of seeing comments per channel, we see comments per person. 

Using technology to measure your brand’s digital share of voice

How does your brand compare against your competition on the share of voice scale? 

Digital listening tools enable us to

• Determine the exact number of times your brand was mentioned online 
• The exact number of mentions your competitors got in comparison 
• How much the entire volume your industry is being talked about? 

Why is this important?: 

• You can’t measure what you can count 
• You can’t change what you can’t see 
• How else are you to determine whether your digital marketing efforts are intense enough to even get your brand noticed? 
• Our mantra: Don’t focus on how much competition there is, focus on how to out-market the competition so your customers see only you 

Using technology to identify reputation crisis:

Numbers don’t lie. 

If the volume of negative mentions are increasing, your brand is probably walking into a reputation crisis.  

How we spot it:  

• We place a tracker on any comments mentioning your brand name
• We observe the charts for any unsual spikes 
• We measure the sentiment of the spikes 

How do we stop it: 

• It’s simple… 
• Address the negative sentiment and maybe even turn it to positive 
• If it gets worse, stop everything and make a statement 
• If it’s even worse, focus on measures that need to be taken to build a positive brand image

Using technology to reach multiple influencers and manage your influencer campaigns:

Instagram accounts don’t always tell us everything we need to know about an influencer… this is where technology comes into play 

Are they real influencers?  

• Rather than focusing on number of followers we focus on the details… how many people saw the post? How many people engaged with it? How many people converted as a result. 

Why this is important: 

• Influencer campaigns are not cheap. No, let’s say that again: good and successful influencer campaigns are not cheap. However it is difficult to tell if a campaign will be successful until you’ve actually spent the money. Technology helps us identify which influencers are the best bet for your brand 

Using technology to find potential brand ambassadors:

Brand ambassadors are not always influencers. Somethings they are opinion leaders with small follower numbers, but very dedicated niche followers. 

Digital listening to spot ambassadors  

• Technology enables us to find people who are talking about your brand irrespective of their location, social media channel or number of followers 
• What’s even better is we can track how much they have been talking about your brand or your industry and how much influence they have. 

Why is this important:  

As their following grows, these are the right ambassadors for your brand. It’s important to start nurturing the relationship with them early on. 

Using technology in product development:

Imagine that your brand manufactures white cars. But a trend is building up, people are starting to talk about black cars. Unfortunately, you’re only connected to 1 million potential customers who like white cars. 

All this time, the market is shifting and the preference for black cars is building up. Before you know it, all you competitors are selling black cars and you’re still trying to convince the public to buy your white cars. 

Technology enables us to spot rising trends and advice you on how you can shift your products or increase your offering to align with what the market prefers. 

Using technology to assess and measure your competition:

Social media profiles show us how many followers your competitors have and how much engagement their content is getting. 

However competitive analysis goes beyond that.  

How we use technology to understand the competition 

Without access to your competitors channels we cannot get a real picture of what their followers send them in the DM, however we can tell if the target audience knows more about your competition than they know about your brand, if they prefer your competition and if they actually understand what you are offering