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Clubs nsw gold coast social media presentation

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Laurel Papworth
Laurel Papworth

My presentation on the Gold Coast to the NSW Clubs annual shindig. :)

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Social Media Social Networks SOCIAL MEDIA, SOCIAL NETWORKS laurelpapworth.com
Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks http://laurelpapworth.com/courses laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks How to Measure Clear Objectives & Goals - Outcomes Agree on Platforms - Twitter, Radio Agree on Measurement of Success KPI Agree on Tool for Measurement Provide Result There’s little point in growing a Fanpage just because you can. What are your business goals? laurelpapworth.com
Social Media Social Networks KPIs A list of social interaction metrics / KPIs 1. Alerts (register and response rates / by channel / CTR / post click activity) 2. Bookmarks (onsite, offsite) 3. Comments 4. Downloads 5. Email subscriptions 6. Fans (become a fan of something / someone) 7. Favourites (add an item to favourites) 8. Feedback (via the site) 9. Followers (follow something / someone) 10. Forward to a friend 11. Groups (create / join / total number of groups / group activity) 12. Install widget (on a blog page, Facebook, etc) 13. Invite / Refer (a friend) 14. Key page activity (post-activity) 15. Love / Like this (a simpler form of rating something) 16. Messaging (onsite) laurelpapworth.com
Social Media Social Networks KPIs 17. Personalisation (pages, display, theme) 18. Posts 19. Profile (e.g. update avatar, bio, links, email, customisation, etc) 20. Print page 21. Ratings 22. Registered users (new / total / active / dormant / churn) 23. Report spam / abuse 24. Reviews 25. Settings 26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc) 27. Tagging (user-generated metadata) 28. Testimonials 29. Time spent on key pages 30. Time spent on site (by source / by entry page) 31. Total contributors (and % active contributors) 32. Uploads (add an item, e.g. articles, links, images, videos) 33. Views (videos, ads, rich images) 34. Widgets (number of new widgets users / embedded widgets) 35. Wishlists (save an item to wishlist) 36. Apps Developed (API 3rd party development) from http://econsultancy.com/ laurelpapworth.com
Social Media Social Networks Measurement A few examples are: • Reach • Exposure • Velocity • Sentiment • APPS/Ecosystem laurelpapworth.com
Social Media Social Networks Outcomes Reputation - sentiment Awareness - brand recall Money - make any sales? Engagement - passive or active participation? Education - brand awareness + Entertainment - stickability laurelpapworth.com
Social Media Social Networks Return on Investment for Marketing Dollar •Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey) •Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO) •Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues •Support ROI: Community support services are 5x-10x more cost effective than phone support •Offline - 20.3% of online community members Liveworld laurelpapworth.com
Social Media Social Networks ConnectNow CNow wordle.net laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks LinkedIn - Valued at 1 billion dollars - Revenue approx $100 million for 2008 - 1/4 of revenue from Ads, rest from premium & recruitment laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks Whoever “owns” an online/offline community WINS Experiential Economy > Commodity/Product/Service/ Information Economy laurelpapworth.com
NEGATIVE COMMENTS parentingguru.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks Twitter = Facebook Status Updates Foursquare = Status Updates with Location laurelpapworth.com
Social Media Social Networks Twitter = Facebook Status Updates Foursquare = Status Updates with Location laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks Negative Comments Ignore - run amok or die down Sue - bigger problems or scare tactics Ban- go elsewhere or die down ‘fess up - agree and offer fixes ‘man up’ - argue and debate with passion educate - inform and link to more information ‘own it’ - use humour, make a badge of it Consider Social Spaces - one area for “complaints” Timing - set times to “complain” Marketing and PR are fearful of complainers in social media. For Customer Service it’s “Business as Usual”! laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks Hub and Spoke laurelpapworth.com
Social Media Social Networks Hub: Website, Blog Content:YouTube, Flickr, Slideshare Distribution: Twitter, Facebook Plugins: Email this blog, RSS, Facebook Page, Twitter, LinkedIn, “Share This” Facebook: NetworkedBlogs Twitter: SocialOomph laurelpapworth.com
Social Media Social Networks laurelpapworth.com
Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com

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Clubs nsw gold coast social media presentation

  • 1. Social Media Social Networks SOCIAL MEDIA, SOCIAL NETWORKS laurelpapworth.com
  • 2. Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com
  • 3. Social Media Social Networks laurelpapworth.com
  • 4. Social Media Social Networks http://laurelpapworth.com/courses laurelpapworth.com
  • 5.
  • 6. Social Media Social Networks laurelpapworth.com
  • 7. Social Media Social Networks How to Measure Clear Objectives & Goals - Outcomes Agree on Platforms - Twitter, Radio Agree on Measurement of Success KPI Agree on Tool for Measurement Provide Result There’s little point in growing a Fanpage just because you can. What are your business goals? laurelpapworth.com
  • 8. Social Media Social Networks KPIs A list of social interaction metrics / KPIs 1. Alerts (register and response rates / by channel / CTR / post click activity) 2. Bookmarks (onsite, offsite) 3. Comments 4. Downloads 5. Email subscriptions 6. Fans (become a fan of something / someone) 7. Favourites (add an item to favourites) 8. Feedback (via the site) 9. Followers (follow something / someone) 10. Forward to a friend 11. Groups (create / join / total number of groups / group activity) 12. Install widget (on a blog page, Facebook, etc) 13. Invite / Refer (a friend) 14. Key page activity (post-activity) 15. Love / Like this (a simpler form of rating something) 16. Messaging (onsite) laurelpapworth.com
  • 9. Social Media Social Networks KPIs 17. Personalisation (pages, display, theme) 18. Posts 19. Profile (e.g. update avatar, bio, links, email, customisation, etc) 20. Print page 21. Ratings 22. Registered users (new / total / active / dormant / churn) 23. Report spam / abuse 24. Reviews 25. Settings 26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc) 27. Tagging (user-generated metadata) 28. Testimonials 29. Time spent on key pages 30. Time spent on site (by source / by entry page) 31. Total contributors (and % active contributors) 32. Uploads (add an item, e.g. articles, links, images, videos) 33. Views (videos, ads, rich images) 34. Widgets (number of new widgets users / embedded widgets) 35. Wishlists (save an item to wishlist) 36. Apps Developed (API 3rd party development) from http://econsultancy.com/ laurelpapworth.com
  • 10. Social Media Social Networks Measurement A few examples are: • Reach • Exposure • Velocity • Sentiment • APPS/Ecosystem laurelpapworth.com
  • 11. Social Media Social Networks Outcomes Reputation - sentiment Awareness - brand recall Money - make any sales? Engagement - passive or active participation? Education - brand awareness + Entertainment - stickability laurelpapworth.com
  • 12. Social Media Social Networks Return on Investment for Marketing Dollar •Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey) •Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO) •Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues •Support ROI: Community support services are 5x-10x more cost effective than phone support •Offline - 20.3% of online community members Liveworld laurelpapworth.com
  • 13. Social Media Social Networks ConnectNow CNow wordle.net laurelpapworth.com
  • 14. Social Media Social Networks laurelpapworth.com
  • 15. Social Media Social Networks LinkedIn - Valued at 1 billion dollars - Revenue approx $100 million for 2008 - 1/4 of revenue from Ads, rest from premium & recruitment laurelpapworth.com
  • 16. Social Media Social Networks laurelpapworth.com
  • 17. Social Media Social Networks Whoever “owns” an online/offline community WINS Experiential Economy > Commodity/Product/Service/ Information Economy laurelpapworth.com
  • 18. NEGATIVE COMMENTS parentingguru.com
  • 19. Social Media Social Networks laurelpapworth.com
  • 20. Social Media Social Networks Twitter = Facebook Status Updates Foursquare = Status Updates with Location laurelpapworth.com
  • 21. Social Media Social Networks Twitter = Facebook Status Updates Foursquare = Status Updates with Location laurelpapworth.com
  • 22. Social Media Social Networks laurelpapworth.com
  • 23. Social Media Social Networks Negative Comments Ignore - run amok or die down Sue - bigger problems or scare tactics Ban- go elsewhere or die down ‘fess up - agree and offer fixes ‘man up’ - argue and debate with passion educate - inform and link to more information ‘own it’ - use humour, make a badge of it Consider Social Spaces - one area for “complaints” Timing - set times to “complain” Marketing and PR are fearful of complainers in social media. For Customer Service it’s “Business as Usual”! laurelpapworth.com
  • 24. Social Media Social Networks laurelpapworth.com
  • 25. Social Media Social Networks Hub and Spoke laurelpapworth.com
  • 26. Social Media Social Networks Hub: Website, Blog Content:YouTube, Flickr, Slideshare Distribution: Twitter, Facebook Plugins: Email this blog, RSS, Facebook Page, Twitter, LinkedIn, “Share This” Facebook: NetworkedBlogs Twitter: SocialOomph laurelpapworth.com
  • 27. Social Media Social Networks laurelpapworth.com
  • 28. Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com