Presentation by Jason Peck. Covers planning a successful social media program, social sharing and measuring social traffic via Google Analytics. Given at the Direct Marketing Association of Washington's monthly luncheon on October 18, 2012
8. Planning A Successful Social Media
Program
Start with objectives not buzzwords
• Influencer outreach
• Drive revenue
• Pinterest strategy
• Change perceptions
• Increase yield
• Faster customer case resolution times
9. Social Media Strategy
If we implement this, how will things change?
Considerations:
• When/where/how to reach people
• Proactive vs. Reactive
• Content types and frequency
10. Social Media and Scale
• Think about community growth from an
organic and paid perspective
• Focus on activities that scale
13. Targets and Tactics
• Targets help make objectives a reality
• Tactics are specific actions
If you don’t have real targets
and tactics, how am I
supposed to know what
you’re doing is real??
14. Social Sharing: Why Should We Care?
Source:http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Social-Sharing-as-Helpful-as-Google-Search-in-Shopping
16. Social Sharing: Why Should We Care?
User-user sharing scales better than brand-user
sharing
17. Social Sharing
Pain Points
• People aren’t sharing enough
• What’s being shared isn’t interesting enough
• Hard to tell how sharing affects KPIs
18. SSO is the new SEO
Social Sharing Optimization: most companies
are only scratching the surface
• Pre-purchase sharing
• Post-purchase sharing
• Campaigns to drive sharing
• Social sharing + loyalty programs
19. Social Sharing Optimization
Pre-purchase sharing and post-purchase sharing
• Copy and creative tests and tweaks
• On-site
• What is shared
21. Social Media and KPIs
KPIs are a means to an end…
• Sales metrics
• Community metrics
• Engagement metrics
• Website metrics
22. 3 Types of Social Media Traffic
Social media measurement and Google Analytics
1. Traffic from shared links
2. Referral traffic from social networks
3. Traffic from a brand’s social media posts