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KC IABC Aug 18 Social Media Strategy Presentation

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  • 1. August 18, 2011
  • 2. Social Media
  • 3. Link  to  Herding  Cats  Video:    h3p://www.youtube.com/watch?v=m_MaJDK3VNE  
  • 4. Legal Social Media Policy
  • 5. ls &G oa ies tr at egS
  • 6. Create a SociMedia al Policy
  • 7. Se cure rB randYou
  • 8. ITLegal HR
  • 9. WatchCompetitors
  • 10. Find someone to jump out of the plane with you.
  • 11. rshipOwne
  • 12. BaselineMetrics
  • 13. Jonathan Mast mastjd@bv.com   jonathand.mast@gmail.com  twi3er.com/JonathanDMast       LinkedIn   Jonathan  D.  Mast   or  @black_veatch   Linkedin.com/jonathanmast  
  • 14. Social Media You’re InvitedDate _________Time _________Place _________ R.S.V.P. Please
  • 15. Who will you be?
  • 16. Wallflower?
  • 17. Have I told youmy news yet?SurpriseTalker?
  • 18. You really need to stop now!The Bore?
  • 19. Did I show you my new Trans Am?The Egotist?
  • 20. Dude! Life of the Party? Can a 55 year old man say “dude?”
  • 21. ?
  • 22. Sean Nicholson www.socmedsean.com   sean.nicholson@intouchsol.com  twi3er.com/seanrnicholson   twi3er.com/socmedsean   Linkedin.com/seanrnicholson   913-832-8344
  • 23. the Impact and ROI of
  • 24. ShortTerm ROI
  • 25. GOALSStrategiesObjectives Tactics
  • 26. ExposureMeasurement > Branded Mentions Model > Comment Sentiment > Share of Positive Online Discussion > Search RankNon-Financial Impact > Twitter Reach  
  • 27. Engagement> Comments/Post  RaNo   Measurement Model> Number  of  RTs  > RTs  per  1000  Followers  > Repeat  Visitors  > Follower  MenNon  %   Non-Financial Impact> SubscripNons      
  • 28. InfluenceMeasurement > Tell  a  Friend   Model > Likelihood  to  Recommend   > Purchase  ConsideraNon   > RaNngs/Reviews   > Change  in  AWtudes,  Non-Financial Impact Opinions  
  • 29. Action> Visit  the  Store   Measurement> Visit  the  Website  > Buy  the  Product  > Redeem  Coupon   Model> Make  a  DonaNon  > Repeat  Purchases   Possible Financial> A3end  an  Event  > Vote  for/against   Impact
  • 30. Barcelona Declaration ofMeasurement Principles
  • 31.                          Principles   ent    1.  Importance  of  goa l  seWng  and  measurem o   on   outcomes  is  preferred  t2.  Measuring  the  effect   measuring  outputs.     uld  be   3.  The  effect  on  busin ess  results  can  and  sho le.     measured  where  possib uality.   requires  quanNty  and  q 4.  Media  measurement     5.  AVE’s  are  not  the  va lue  of  public  relaNons.   .     6.  Social  media  can  a nd  should  be  measured  sound   lica bility  are  paramount  to 7.  Transparency  and  rep measurement.  
  • 32. Justin Goldsboroughwww.jusNncaseyouwerewondering.com   JusNn.goldsborough@fleishman.com   LinkedIn   @jgoldsborough   816.512.2236 JusNn  Goldsborough  
  • 33. It’s For Leads and Sales
  • 34. Traditional (Outbound) Marketing Inbound (Digital) Marketing
  • 35. Traditional Marketing Print Ads Television Ads Cold Calling Trade Shows Email Blast
  • 36. What Is Digital Marketing? Blogs Ebooks White Papers Videos SEO Social Media Webinars Feeds, RSS
  • 37. Why This Matters…..
  • 38. Inbound Marketing is More Effective Outbound Ave. Cost Per Lead 60 % Lower $373$332 Inbound Ave. Cost Per Lead $134 $143 2010 2011 2011 2010 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 39. of Businesses are Increasing Inbound Budgets Due toSource: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 40. of Businesses are Decreasing Inbound Budgets Due to theSource: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 41. Lead Generation Budget - 2009-2011 Outbound Inbound 29% 41% 24% 38% 2009 2011 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 42. Blogs and Social MediaInbound Lead Generation Percent of Budget 18% 9% 2009 2011Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 43. Customer Acquisition By Channel 57% 46%Company Blog 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 44. Customer Acquisition By Channel 57%LinkedIn 41% 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 45. Customer Acquisition By Channel 48% 44%Facebook 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 46. Customer Acquisition By Channel 41% 42%Twitter 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 47. %Increase in monthly sales leads for companies that blog over companies that dont blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 48. Leads by Indexed Web PagesSource: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • 49. Blogging = More Indexed Pages Blog 7,850 Pages Don’t Blog 1,810 Pages Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 50. % increase in website pages indexed by Google forcompanies that blog over companies that dont blog.   Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV  
  • 51. Why Does This Matter???It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo and Bing generate more sales leads.  Every 50 to 100 incremental indexed pages canmean double-digit lead growth.  Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google.
  • 52. Tools
  • 53. Don’t Just Install Analytics, Read the #$@% Things!
  • 54. Be a Skeptic: Don’t Rely On Just One Set
  • 55. Tynt.com -- Know Where Your Stuff Goes!
  • 56. Information … my crack cocaine
  • 57. PostRank Analytics Rock
  • 58. Why I Heart Scribe
  • 59. Why I Heart Scribe
  • 60. Time – There’s Never Enough
  • 61. Shelly Kramer 816.200.2520   Shelly@V3im.com   www.v3im.com   LinkedIn  twi3er.com/shellykramer   facebook.com/shellykramer   Shelly  DeMo3e  Kramer  
  • 62. Presentation Designed by Al Bonner of Presentation Transformations al.bonner@   (785)856-­‐0421   presentaNontransformaNons.com   presentaNontransformaNons.com  twi3er.com/A_bonner   facebook.com/albonner   LinkedIn:  Al  Bonner