Social Media: Is it Worth It?

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As marketers have urged businesses to turn to social channels, businesses are overwhelmed with networks and time constraints. Are you making the most of social media?

As marketers have urged businesses to turn to social channels, businesses are overwhelmed with networks and time constraints. Are you making the most of social media?

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  • 1. Social Media Are You Gettingthe Most From It? © 2012 AboutTheInn.com
  • 2. OverviewIs it really worth it?Where should you be?How to manage your timeWhat to talk about © 2012 AboutTheInn.com
  • 3. Is Social Media Worth It?How should you measure success? Followers? Engagement? Website Visitors? Bookings? © 2012 AboutTheInn.com
  • 4. FollowersEvery system tells you the number of followersSome tools tell you the “quality” of followers Whether they re-post/retweet your posts Do they have clout (Klout)? Are they engaged with you © 2012 AboutTheInn.com
  • 5. EngagementFacebooks Insights show engagement asvalue Engagement can spread the word Engagement itself isnt value © 2012 AboutTheInn.com
  • 6. Website VisitsTracking visits from Social Media Traditionally has been tricky A year or more ago, Googles social report gave a glimpse Recently GAs new Social report shows more detail (more on this later) © 2012 AboutTheInn.com
  • 7. Website VisitsInnkeeper experiences: Visits from Twitter, Foursquare, Facebook, and Pinterest for 6 months, year over year All social sites (except Foursquare) showed increased referral traffic in 2011-2012 vs 2010-2011 Twitter Facebook Pinterest Foursquare 2011 15.5 304.0 0.0 0.0 2012 21.5 371.7 19.6 0.0 Increase 27.97% 18.22% 100% 0.00% © 2012 AboutTheInn.com
  • 8. BookingsTracking real booking sources is challenging Least reliable: Guest statements Somewhat reliable: Google Ecommerce referral info More reliable: Intell-A-Keeper © 2012 AboutTheInn.com
  • 9. BookingsGoogle Analytics has now added Multi-ChannelFunnels You must have Goals set up Track guest across several sources See contribution each source makes to the conversion © 2012 AboutTheInn.com
  • 10. BookingsGoogle Analytics Social Reports now showsocial contribution to conversions Overview Sources Pages Conversions Social Plugins Social Visitor Flow © 2012 AboutTheInn.com
  • 11. Where Should You Be?Where the guests are! Start with the demographics of YOUR target audience Age Gender Income Education © 2012 AboutTheInn.com
  • 12. Demographics of Social Sites Facebook Twitter LinkedIn Pinterest 71% over Income $50-99k $50-99k $25-99k $50k At least At least 50% 4 yr College andEducation some some degree or beyond college college more 81% over Age 68% 35-45 81% over 35 90% over 25 25 59% Gender 57% Female 50% Female 82% Female Female Approximate ranges source: mashable.com, Mar. 9 2012 © 2012 AboutTheInn.com
  • 13. How Do You Manage Your Time? Hire a Social Media person Devote time to social media Combine or automate some postings © 2012 AboutTheInn.com
  • 14. How Do You Manage Your Time?Post in multiple locations at once Ping.fm Facebook, Twitter, LinkedIn, total of 32 networks Google+ not yet supported TweetDeck Twitter, Facebook, LinkedIn, others Google+ not yet supported Seesmic (closing) HootSuite In closed beta test for Google+ Posterous © 2012 AboutTheInn.com
  • 15. How Do You Manage Your Time? Post in multiple locations including Google+ Extensions for Chrome web browser to publish to G+ and others Publish Sync G++ © 2012 AboutTheInn.com
  • 16. How Do You Manage Your Time? Post in multiple locations including Google+ Chrome extensions to publish from Google+ to others Extended Share for Google+ (http://bit.ly/LoBBJQ) Syncc (http://syn.cc) Start Google+ (http://sgplus.me) Gooce+ (http://bit.ly/KwSVxz) © 2012 AboutTheInn.com
  • 17. What Should I Talk About?Develop your “voice”Give away information (and become an expert)Its about helping, not selling The fastest way to have people un-follow you is to Sell, Sell, Sell. © 2012 AboutTheInn.com
  • 18. SummaryDecide how to measure success Followers, Engagement, Website visits, BookingsParticipate in the media where your guests areManage your time/expensesBecome an expert on your area © 2012 AboutTheInn.com
  • 19. Thank you! Scott ThomasAboutTheInn.com © 2012 AboutTheInn.com