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Jason Falls's presentation from Optimization Summit.

Jason Falls's presentation from Optimization Summit.

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  • This is what we’ll do today. Planning Process Do some work examples
  • This is what we’ll do today. Planning Process Do some work examples
  • This is what we’ll do today. Planning Process Do some work examples
  • Determining where you are, where you want to go and how you’re going to get there. Establishing goals, objectives, strategies and tactics, ladder up to accomplish. Answer “What do we do?” “For whom do we do it?” & “How do we excel?”
  • “ A strategic planning process delivers a set of defined initiatives (projects) that achieve a desired set of business goals.” - Dennis McDonald,
  • Shooting in the dark. I want a blog! I want a Facebook page! (WHY!) Don’t know where you’re going, how do you know when you get there?
  • Lots of text-only slides coming.
  • If you had marketing classes in college or business classes that talked about strategic planning, this shouldn’t be foreign to you. In my opinion this is simple thought process and planning. It’s just done through the filter of social media.
  • You can have two goals, but don’t put them together. Build each separately to ensure focus on each. These are some examples of social media goals.
  • Objectives are where we hold ourselves accountable. Put milestones in them that give you something to measure yourself against. Keep in mind that benchmarks are not pass/fail milestones. They’re arrows on a map.
  • Outputs are blog posts, news releases, emails, Facebook posts, Twitter accounts/Tweets, etc.
  • Out Takes - What a target audience takes away. Messages, perceptions, understanding, information, entertainment.
  • Outcome - Sales, downloads, requests, responses
  • Strategies should be such that you must develop a list of things to do in order to accomplish them. (Tasks/Tactics)
  • Strategies should be such that you must develop a list of things to do in order to accomplish them. (Tasks/Tactics)
  • Outcome - Sales, downloads, requests, responses Know that not reaching the stated expectation is not failure but your result.
  • To much text ... head hurts ... cute kids
  • Four Fatal Flaws of Strategic Planning (March 2009) Skipping - Good process takes advantage of constant analysis tools ... web metrics, consumer insights, traffic, conversions ... point the ship, but don’t forget to steer. Believing - One off-site retreat does not a strategy make. Plan lead up meetings, prep talks, share research and always incorporate new insights into thinking. Time is your friend. Failing - Writing a plan is the first step. Following through on that plan is a requirement, too. Plan is your checklist. Don’t get side-tracked by new tools, trends. Incorporate where appropriate but follow your plan. Dodging - With no activity in place to keep plans alive and milestones top of mind, plans become obsolete. Part of your plan should be an executional calendar with checkpoints along the way. THESE MEETINGS ARE MORE IMPORTANT than any others because they help you stay the course.
  • Your social media plan is not going to deviate from your business plan or marketing plan much. But it will be consumer-centric rather than product centric. You’re not capturing sales leads or moving units … you’re earning trust and growing your network of friends. MAKER’S MARK “FRIEND” STORY
  • Prove it
  • Image and health – Calorie counter app? Exercise that beer off? Content around lifestyle? Male bonding moments – time with the guys – Location-based app for night’s out? Beer recipes, styles, etc. Match it with food? (Sophisticate them)
  • Savings calculators? Parenting information/tips/etc. Time management content or applications?
  • Seldom time with girlfriends … online chat area? Gallery? Fashion/practical shopper content?
  • It’s not just knowing the brand It’s not just knowing the consumer It’s not just knowing the tools and platforms available It’s not just knowing how people interact on them. It’s all together
  • Remember good research and consumer insights can drive your whole strategy. But this is social media – need to know the needs of not just your audience, but the portion of that audience that is online, etc. How do you find out information like this?
  • Market research has always been very expensive. But there are alternatives.
  • You understand your audience, even your online audience … now you need to know how the social networks and communities they play in behave. Twitter – Public discussion, err on the side of sharing, but engage people. Short, pithy, clear sales a no-no. Facebook – Fan pages offer great interaction points, but don’t allow for direct, private communications. Biz can also have a group page or be run from a profile – complicates the usage and audience reaction. LinkedIn – Businesses don’t really have a profile or landing page here that can really be leveraged much. Must be individual interaction. Foursquare – take it down to the geolocation level. Brand offers coupons to those checking in on this network. (Intrusive elsewhere) All – Almost completely opt-in. These people are hand-raisers!
  • How do you get this knowledge?
  • Another sphere of social media strategy is understanding the tools and platforms. How can you recommend a solid social media approach if you don’t know how mobile apps work? What a user has to go through to edit a wiki? A lot of cool social media recommendations weed out the majority of online users because the tools are too complicated. Foursquare and Gowalla aren’t relevant to every brand. Consider everything, but develop ideas behind something that can move the needle. Focus your tool research and study on areas you think the brand can provide value.
  • How do you get good at the tools?
  • Keep in mind that no one person can know them all. No staff of 10 can probably know them all. But if you build a general understanding of how applications work, how users interact with online tools, you’ll be a quick read on the rest.
  • This is what you should already have. It’s not something I can give you.
  • It’s not just knowing the brand It’s not just knowing the consumer It’s not just knowing the tools and platforms available It’s not just knowing how people interact on them. It’s all together
  • This is what we’ll do today. Planning Process Do some work examples
  • This is what we’ll do today. Planning Process Do some work examples
  • You Are A Social Media Marketer If you’re here, you are doing it or want to Blogging, Facebook, Twitter, Podcasts, etc. And if you’ve been reading up about social media you know
  • Social Media Is A World Of Happy Little Trees “ Participate in the conversation” “ It’s all about engagement!” “ Talk with us not to us.”
  • I’ve Got News For You Conversations don’t ring the cash register Engagement doesn’t sell more stuff Gather in a circle and love everyone if you want, but that doesn’t ….
  • Move The Needle Your company, boss, organization is a business Businesses success is judged on one thing. How much stuff you sell! Social media marketing has to move the n eedle or guess what?
  • You’ll be out of a job!
  • Eric Brown – Urbane Apartments Stopped traditional advertising in 2004. Switched to Paid Search. Started blogging in 2008. Turned blog over to residents and made it about the community around apartments, not the apartments. BUT TRACKED IT, MEASURED IT and proved it was working.
  • Recent conference call with a client of mine, his exact words were:
  • But What About The Hippies/Purists? They’re wrong … or at least only half right. They won’t have jobs much longer
  • They’ll be out of a job because they are not …
  • They’re not moving the needle. Remember --- This is a business.
  • Business.com report: Social Media Marketing Best Practices: Question and Answer Forums Revenue – 42%; Web traffic – 61%; Prospect lead volume – 36%; lead quality 33% Engagement entries are interesting (prospects 57%; customers 50%) – Is this what the purists have been telling them, or do businesses really care about this?
  • Bazaarvoice – “CMOs Plan For Higher Social Media Measurability in 2010” By Sam Decker – CMO Bazaarvoice What’s the ROI of Social Media? “ DON’T KNOW!” Don’t know and “no” account for 45-60% of the answers in all except ratings and reviews.
  • Bazaarvoice – “CMOs Plan For Higher Social Media Measurability in 2010” By Sam Decker – CMO Bazaarvoice What’s the ROI of Social Media? “ DON’T KNOW!” Don’t know and “no” account for 45-60% of the answers in all except ratings and reviews.
  • So How Do We Move The Needle?
  • Couple of insights – Check your website’s first time visitors. Your audience might not be who you think they are.
  • B2B – 1 st Time Visitors to corporate blogs – 68% of companies report 61% or more of traffic from 1 st time visitors.
  • B2C – More pronounced 205 Companies – 3/4s report 61%+ traffic from 1 st time visitors.
  • Wiggly Wigglers regularly presents calls to action that lead to their ecommerce portal. Town of less than 80 people – 105,000 worldwide customers. Much higher return rates than catalogs and direct mail pieces.
  • Chris Penn … blogger example, but a good one to expand his community of readers and potential reach.
  • Indiana Spine Group – Calls to action all over … content helpful … one client can mean thousands of dollars to them. Convert 5-6 a year and you’ve paid for it in multiples.
  • Dell Outlet – NOW 6.5 MILLION IN SALES! WTF?
  • Naked Pizza interacts, but also sells. Has sustained a 20 percent sales level derived directly from Twitter.
  • Dollar General – Third quarter sales jumped 13 percent (Overall sales … many factors.)
  • Aeropostale – Third Quarter of 2009 – Overall sales up 18%
  • Remember The Merit To Soft Metrics Branding, Awareness, Impressions Traffic, Time on site, Comments, Interactions, ReTweets Friends, Followers Email subscribers, RSS subscribers
  • About Engagement Some think of it as giving (purists view and not wrong). But if you ask, “Did you get something from your audience that can make your business better?” and can answer yes, you can make a case even if you didn’t move the money needle
  • The philosophical approach preached by the purists is necessary to PROVE you are GENUINE and have the right INTENT.
  • But don’t just be a hippie … this is a business. Plan. Measure. Prove!
  • Strategic planning 101 Goals – Objectives – Strategies – Tactics Increase online sales – Drive $5,000 of online sales from Facebook calls to action by Dec. 31, 2010 Develop buy one-get one for a friend app to give Facebook fan base purchase and share opportunity Hire developer, solicit feedback from Fan base on purchase application, promote application, etc.
  • That’s how you move the needle.
  • This is what we’ll do today. Planning Process Do some work examples
  • ROI is a term of corporate fear What is the ROI of your phone system? The billboard you have on 2 nd street? Your accounting department? You Measure Return If Your Goal Is Based In Money - Return is what you get from a monetary invesment. Yes, you’re investing budget money in social media, but you’re also investing it in stationary, customer service call centers, a lovely sounding secretary to answer your phones … do you measure the ROI of them? The answer to “what did I get” is in the question “what were you trying to get?”
  • Remember our goals from strategic planning? Our ROI must be based on the goal. Did we get there with traffic? That’s our ROI Did we get there with sales? That’s our ROI. Did we get there with sentiment? … and so on. Answer the question by pointing back to the goal. And if they insist?
  • Remember our goals from strategic planning? Our ROI must be based on the goal. Did we get there with traffic? That’s our ROI Did we get there with sales? That’s our ROI. Did we get there with sentiment? … and so on. Answer the question by pointing back to the goal. And if they insist?
  • Business people determine the return on investment in anything they do. It is a measurement of business, not of media. You can’t measure it on social media alone because your marketing should be integrated across platforms. It all helps each other. TV-Print-Direct-Customers Service-Social Media-Email Marketing-Website-Paid Search …
  • Substitute leads, contacts, etc., for “Sales” depending upon your goals.
  • Clearly Defined Goals Measurable Objectives For Each Goal Strategies To Meet Objectives Tactics/Tasks To Accomplish Strategies
  • Let’s talk about these topics as well.

Optimization Summit Deck Optimization Summit Deck Presentation Transcript

  • Social Media Strategy, Measurement & ROI
    • Optimization Summits
    • March 23, 2010
    • Dallas, Texas
    • See It
    • Hear It
    • Do It
    Optimization Summits
    • Strategic Planning
    • Move The Needle
    • Measure Success
    Let’s Talk
    • Strategic Planning
    • Move The Needle
    • Measure Success
    Let’s Talk
    • Define Strategic Planning
    • Describe It Within A Social Context
    • Determine Where It Fits
    • Delineate The Process
    • Develop Measurement Tactics
    • Do It!
    Strategic Planning
  • Defining Strategic Planning Image: Dieaugenweide on Shutterstock.com
    • “ A strategic planning process delivers a set of defined initiatives (projects) that achieve a desired set of business goals.”
    • - Dennis McDonald, Technology Expert
    Defining Strategic Planning
  • Without Planning Image: Helder Almeida on Shutterstock.com
  • Warning Image: Gunnar Pippel on Shutterstock.com
  • What Is A Plan?
    • Clearly Defined Goals
    • Measurable Objectives For Each Goal
    • Strategies To Meet Objectives
    • Tactics/Tasks To Accomplish Strategies
  • Goals
    • Must Be Singular
    • Can Be More Than One
      • To increase website traffic
      • To increase online sales
      • To decrease negative online sentiment
      • To capture consumer insight
      • To improve search results
  • Objectives MUST
    • Be Measurable & Specific
    • Must Point To One Of Three Things:
      • Outputs (Content, Products)
      • Out Takes (Information, Entertainment)
      • Outcomes (Changes In Metrics)
    • Indicate A Target Audience
    • List An Expected Level of Attainment
    • Identify A Deadline Or Timeframe
    • - Beth Harte, Marketing Profs
  • Output Objectives
    • To create weekly content for Facebook fan page and increase page activity by 20% within six months
    • To create a Twitter account for e-commerce special announcements for interested followers and realize $5,000 in sales by June 30.
    • To create an email newsletter for brand advocates and grow the list to 10,000 names by end of year.
  • Out Take Objectives
    • To increase positive sentiment in brand mentions on influencer blogs by 25% within six months.
    • To increase inbound links to blog from traditional media websites by 25 by June 1.
    • To achieve 1000 mentions of event promotions on Twitter each month
  • Outcome Objectives
    • To increase online sales of company reports by 15% within three months
    • To decrease internal email messages by 30% by April 15
    • To decrease inbound call center calls by 10% in January
  • Strategy Supports Objectives
    • OBJECTIVE
    • To create weekly content for Facebook fan page and increase page activity by 20% within six months
    • STRATEGIES
    • Design expert interview series for video content
    • Implement fan-generated photo challenge
    • Develop question of the week program
  • Strategy Supports Objectives
    • OBJECTIVE
    • To decrease internal email messages by 30% by April 15
    • STRATEGIES
    • Employ Yammer account for internal company messsages
    • Establish company SharePoint page for in/out board
    • Implement Google Docs for file sharing
  • Tactics Tasks Tools
    • Sign up for Co-Tweet
    • Establish accounts for company, assign marketing team access to account
    • Set up Radian6 with keyword searches and staff contacts for workflow
    • Train staff on use of Co-Tweet
    • Develop negative response work flow
  • Random Picture For Relief
  • What NOT To Do
    • Four Fatal Flaws of Strategic Planning
    • Skipping Rigorous Analysis
    • Believing Strategy Can Be Built In A Day
    • Failing To Link Planning With Execution
    • Dodging Strategy Review Meetings
    • - Ed Barrows - Harvard Business Publishing
  • Where Does It Fit?
    • Overall Marketing Strategy Is Your Guide
    • Filter That Through Social Media Philosophy
    • Find Social Insight For Consumer
    • Build Strategies Around Fulfilling That Need Or Purpose
    Image: Luis Francisco Cordero on Shutterstock.com
  • Putting Theory Into Practice
    • Best Strategic Plans Are Based On Research
    • Instead Of Looking For Consumer Insight, Look For Social Insight
    • What does consumer share?
    • What social need can we meet?
    • What gives him/her social standing?
    • Correctly Identified, Can Drive Whole Strategy
  • Prove It, Tough Guy! Image: Drazen Vukelic on Shutterstock.com
  • Status Dude
    • Crafted Beer
    • Males 25-40, Climbers, Status Seekers, Educated, Middle Income+
    • Target Looks For Male Bonding Moments, Enjoys Time With The Guys, Not About Getting Drunk, Concerned About Image & Health
    Image: Zsolt Nyulaszi on Shutterstock.com
  • Family Builders
    • Financial Services
    • Couples, Parents, Educated, Middle Income+
    • Target Focused On Long-Term Planning, Children’s Success, Safety and Security. Wants Hands-On Approach To Finances But Needs Help. Time Management Critical.
    Image: Alena Ozerovai on Shutterstock.com
  • African-American Mom
    • Handbags
    • Ethnic/Minority Females, Middle Income+, 20-40, Independent But Socially Driven
    • Fashion Important But Must Be Practical, On A Budget But Will Splurge, Enjoys Coffee Time With Girlfriends But Seldomly, Cultured But Not Pretentious
    Image: Anthony Harrisi on Shutterstock.com
  • Social Media Strategic Planning
  • Consumer Insights
    • You Must Know Your Audience
    • Anecdotal/Social Media Monitoring Relevant, But Not Exact
    • Not Just About Your Audience, But Web Audience & Specific Community Audience
    Image: Rudyanto Wijayai on Shutterstock.com
  • Consumer Insights
    • Pew Internet & American Life Project
    • Forrester Research ($$)
    • eMarketer.com ($$)
    • Compete, Quantcast ($)
    • Traditional Companies (Nielsen, etc.)
    • Social Media Tools & Companies
    • Ask your customers
    Image: Rudyanto Wijayai on Shutterstock.com
  • Community Behavior
    • Understand How General Consumers Communicate On Social Networks
    • Understand How Brands Communicate Successfully On Social Networks
    • Understand How Your Customers Communicate With You, Others, Each Other
    Image: Courtesy of sxch.hu
  • Community Behavior
    • Participate On Social Networks
    • Study Case Studies & Examples
    • Trial & Error
    • Ask
    Image: Courtesy of sxch.hu
  • Tools & Platforms
    • Know & Understand The Tools
    • Think Beyond The Shiny New Object
    • Research Based On Brand Needs
  • Tools & Platforms
    • Use The Popular Tools
    • Read Industry Blogs
    • Play
  • Tools & Platforms
  • Brand Intelligence Image: dendong on Shutterstock.com
  • Social Media Strategic Planning
  • Image: Luna Vandoorne on Shutterstock.com
    • Strategic Planning
    • Move The Needle
    • Measure Success
    Let’s Talk
    • Dispel Myths Of Puritanism
    • Talk Reality Of Business
    • Learn How To Drive Bottom Line
    • ROI (Or at least my take)
    Move The Needle
  • You Are One Image: Fonzales on Shutterstock.com
  • Happy Little Trees Image: onesoulrebel_photo on Photobucket.com
    • Conversations Don’t Ring The Cash Register
    • Engagement Alone Doesn’t Sell More Stuff
    • Hold Hands, Sing “Kumbaya” All You Want, It Doesn’t …
    Photo: Courtesy SXCH.hu
  • Image: Luminus on Shutterstock.com
  • Image: Luna Vandoorne on Shutterstock.com
    • Eric Brown Urbane Apartments
    • “ Did we rent more apartments?”
    “ Because if we didn’t, the practice of social media marketing is just a hobby .”
    • A recent conference call with a client talking about social media strategy
    The end game for me is, did we sell more stuff?
  • Image: Creatista on Shutterstock.com
  • Image: Luna Vandoorne on Shutterstock.com
  • Image: Luminus on Shutterstock.com
  •  
    • Bazaarvoice CMOs Group Survey
    • What’s The ROI of Social Media?
    • Survey across industries
    • 72% Didn’t attach revenue in 2009 but will in 2010
    • 81% plan to link annual revenues to social media
    • 85% predict a 5-15% impact on their bottom line this year
    • 64% will increase social media budgets
    • Fastest growing metrics tracked: REVENUE, CONVERSION, AVERAGE ORDER VALUE
  • Image: Luminus on Shutterstock.com
    • People still respond to advertising
    • “ People” aren’t social media purists
    • Your customers and fans know you need to make money
    • “ Remember - it’s not about selling, but helping people buy.” – Chris Heuer
    • Compendium Blogware Corporate Blogging Study – Dec. 2009
    • Compendium Blogware Corporate Blogging Study – Dec. 2009
    • Wiggly Wigglers
    • Christopher Penn
    • Indiana Spine Group
    • Corporate Blog
    • Direct Calls To Action As Part Of Site
    • Dell Outlet
    • Naked Pizza
    • Dollar General
    • Blatant Advertising
    • 31,000+ Fans
    • Three recent posts:
    • 93 Likes 48 Comments
    • Aeropostale
    • 372,000 Fans
    • Email Signup Prominent
    • Holiday Gift Guide: 84 Comments 413 Likes
  • Image: Michael Heiber on Shutterstock.com
  • Image: Courtesy SXCH.hu Did you give something to your audience that enhances their life or online experience? Did you get something from your audience that can make your business better?
    • Be Consumer-Centric
    • Participate
    • Provide Value
    • Build Relationships & Trust
    • Plan for success
    • Present clear calls to action
    • Offer opportunities at relevant times/locations
    • Know that value can also be your product or service
    • Establish Singular Goals
    • Set Measureable Objectives To Achieve Goals
    • Develop Targeted Strategies To Accomplish Objectives
    • Enumerate Tactics/Tasks To Deliver Strategies
  • Image: Luminus on Shutterstock.com
    • Strategic Planning
    • Move The Needle
    • Measure Success
    Let’s Talk
  • Return On Investment
    • ROI is a term of corporate fear
    • You Measure Return If Your Goal Is $$$
    • The Answer To “What Did I Get?” Is:
    • “ What Were You Trying To Get?”
  • What Were Our Goals?
    • To increase website traffic
    • To increase online sales
    • To decrease negative online sentiment
    • To capture consumer insight
    • To improve search results
  • What’s Your ROI For This?
  • Return On Investment
    • ROI Is A Business Metric, Not A Media Metric
    • Measuring ROI of Social Media Alone Is Unwise
    • Measure It Across Marketing
    • One Slice Of Marketing Does Not Alone Drive Sales
  • Return On Investment
    • What We Can Measure Well (Soft Metrics)
    • Awareness
    • Impressions
    • Comments, Interactions
    • Sentiment, Tone
    • Hard Metrics
    • Traffic
    • Time on site
    • Friends, Followers, ReTweets
    • Email subscribers, RSS subscribers
  • Return On Investment
    • What We Can ALSO Measure Well
    • SALES TRACKED FROM BLOG
    • SALES TRACKED FROM FACEBOOK
    • SALES TRACKED FROM TWITTER
    • SALES TRACKED FROM E-NEWSLETTER
    • SALES TRACKED FROM WHATEVER
    • As long as we PLAN to measure it!
  • Return On Investment
    • For ROI - Make Your Goals Driven By $$$
    • Present Clear Calls To Action
    • Engage, Converse & Share
    • But Persuade, too
    • Measure Everything
  • Don’t Forget
    • A Plan Is:
    • Clearly Defined Goals
    • Measurable Objectives For Each Goal
    • Strategies To Meet Objectives
    • Tactics/Tasks To Accomplish Strategies
    • Identifying Hard and Soft Costs
    • Monitoring vs. Measurement
    • Internal Use Cases For Social Media
    • The X Factors
    Discussion Topics
  • Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter