Michael Brito on forecasting social media sales and what to do before you create content. Plus how to get ROI by investing in your customers and understanding share of conversation analysis.
Michael Brito is a social strategist, author, adjunct professor teaching PR/Marketing/Journalism at San Jose State and UC Berkeley. He is an avid 49ers and Lakers fan with over 15 years experience helping organizations solve marketing challenges. Michael’s vast experience has taught him “that consumers are real people with real passions, not just target markets or segments.” In order to turn followers into actual friends, he says brands need to listen more than they talk, and social media provides an easy and powerful way to connect with them, personally. As head of social strategy at WCG, a W2O Company, Michael is responsible for helping clients think through their content message and narrative, figure out on which social platforms they want to say it, and which content they want to amplify through paid advertising. Michael has worked for Silicon Valley companies such as Hewlett Packard, Yahoo, and Intel, helping to build their online communities before social media was even a thing. Michael’s book: Your Brand: The Next Media Company, was released in October 2013.
Think Like A Journalist
“A brand is no longer what we tell the consumer it is. It’s what consumers tell each other it is.” –Scott Cook, Intuit Co-Founder
Michael shares a highly successful solely focused social campaign for Western Digital. Learn how the campaign connected with consumers and find out what his team created and what made the campaign so successful.
When It Didn’t Work
Michael shares a story about a campaign that was launched without enough due diligence. Find out from Michael what the critical mistake was and what he learned from this time when it didn’t work.
- Before you launch a campaign do your due diligence.
- Understand your audience: who they are, where they are, what they care about, and when they’re online.
- Audience analysis must be done before you launch a campaign.
- Find the problem or the gap that needs to be solved/filled and then develop your campaign around it.
- Millennials leave a digital breadcrumb everywhere online.
- Local companies should be using ads on Twitter and Facebook to boost their sales.
- These platforms can target: city, zip code, interest area.
- You must understand your consumer’s passion points otherwise even the daily content you’re turning out could fail.
- Look at your analytics every six weeks to see how the community is changing.
- Blogging and storytelling drives visibility in search.
Social Media Forecasting, (article about predictive marketing)