Social Media ROI Webinar - TWG Plus
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Social Media ROI Webinar - TWG Plus

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Social Media ROI Webinar - TWG Plus Social Media ROI Webinar - TWG Plus Presentation Transcript

  • Social Media ROI
  • How Do We Make Sense of Social Media? 2
  • How Do We Make Sense of Social Media? 3
  • Facebook 4• 845 Million Active Users• Gender • Male 43% • Female 57%• Age • 0-24 years 14% • 25-34 years 18% • 35-44 22% • 45+ 46%• Education • Less than HS Diploma 9% • High School 10% • Some College 57% • Bachelor’s or Graduate Degree 24%• Income • $0-$24,999 Income 9% • $25,000- $49,999 33% • $50,000-$99,999 47% • $100,000+ 11%
  • Twitter 5• 127 Million Active Users• Gender • Male 41% • Female 59%• Age • 0-24 years 19% • 25-34 years 23% • 35-44 25% • 45+ 33%• Education • Less than HS Diploma 9% • High School 8% • Some College 59% • Bachelor’s or Graduate Degree 24%• Income • $0-$24,999 Income 15% • $25,000- $49,999 38% • $50,000-$99,999 37% • $100,000+ 10%
  • Linkedin 6• 150 Million Registered Users• Gender • Male 50% • Female 50%• Age • 0-24 years 4% • 25-34 years 15% • 35-44 32% • 45+ 49%• Education • Less than HS Diploma 3% • High School 10% • Some College 37% • Bachelor’s or Graduate Degree 50%• Income • $0-$24,999 Income 7% • $25,000- $49,999 22% • $50,000-$99,999 50% • $100,000+ 21%
  • Social Networking Objectives: Facebook 7 • Grow your network of fans • Engage your audience with interesting and informative posts • Drive traffic to your web site for marketing purposes
  • Social Networking Objectives: Linkedin 8 • Join and participate in higher education-related groups and share content (blogs, videos, etc.) • Grow your network of connections • Drive traffic to your web site for marketing purposes
  • Key Social Media Metrics 9• Referrals and conversions from social networks • Facebook Fans, Likes, Shares, and Comments • Linkedin connections
  • Microblogging (Twitter) 10 • In February 2012, Twitter had 500 million registered users • Twitter accounts for 3.61% of referral traffic • 36% of Twitter users tweet at least once per day • Twitter users send 175 million tweets each day • 1 million accounts are added to Twitter every day • Only 26% of businesses frequently include calls to action in their tweets – 49% never include a call to action • 70% of businesses ignore complaints on Twitter
  • Twitter Objectives 11• Check to see if anyone has mentioned or retweeted your brand/tweets (2 minutes per day). Respond if necessary• Take a daily glance at the main people/organizations that you follow• Send regularly scheduled tweets (use Hootsuite for management and scheduling)• Build reputation (followers)• Follow others who are relevant to Arkansas State University• Promote other social networking activities/sites through Twitter
  • Key Twitter Metrics 12• Number of Followers• 2nd-order followers (follower’s follower count)• Social Capital: Influence of twitter followers• Centralization: How much influence (reach) is invested in a small number of followers
  • Online Video (YouTube) 13• In one day, 864,000 hours of video are uploaded to YouTube• In 2011, YouTube had more than 1 trillion views* (video playbacks)• 60 hours of video are uploaded to YouTube every minute• Over 4 billion YouTube videos are viewed each day• Over 3 billion hours of video are watched each month on YouTube
  • Objectives: Online Video (YouTube) 14• Encourage students, faculty, parents, and administrators to take videos from cell phones, flip cameras, or other recording devices and upload them to your branded YouTube account.• Make sure to add robust descriptions, tags, and other meta-information• Embed videos in your blog, on Facebook, and link to them in Twitter
  • Key Online Video (YouTube) Metrics 15• Number of YouTube channel subscribers• Referrals from YouTube• Views of videos on YouTube• Pages ranking on key terms from YouTube
  • Photo Sharing (Flickr) 16• Flickr hosts over 6 billion images• More than 51 million registered users• More than 80 million unique visitors
  • Objectives: Photo Sharing(Flickr) 17• Create a Flickr account• Encourage students, faculty, parents, administrators, etc. to share any interesting and engaging photographs pertaining to your institution.• Utilize Flickr to share images with links back to blog and main web site(s)• Tag images with robust descriptions• Look for possible groups to follow based on your target audience• Embed Flickr images in blog and Facebook, and link to images in Twitter
  • Key Photo Sharing(Flickr) Metrics 18• Referrals from photo sharing sites• Views of photos on social sites• Pages ranking on key terms from photo sharing sites
  • Presentation Sharing (Slideshare) 19• SlideShare is the worlds largest community for sharing presentations• 60 million monthly visitors• 130 million page views• In the top 200 most visited web sites in the world
  • Objectives: Presentation Sharing (Slideshare) 20• Create a Slideshare account• Upload noteworthy faculty/administrator/student presentations on Slideshare• Share presentations on Facebook, Linkedin, Twitter, blogs , etc.
  • Key Presentation Sharing (Slideshare) Metrics 21• Referrals from Slideshare• Views on Slideshare• Pages ranking on key terms from Slideshare
  • Editorial Calendar Sample 22 Monday Tuesday Wednesday Thursday Friday Facebook Blog Post Facebook Blog post Youtube Video Post Post Post Linkedin Post Tweet Tweet Facebook Blog Post Facebook Blog post Slideshare Post Post Upload Tweet Linkedin Post Tweet Facebook Blog Post Facebook Blog post Flickr Upload Post Post Linkedin Post Tweet Tweet Facebook Blog Post Facebook Blog post Youtube Video Post Post Post Linkedin Post Tweet Tweet
  • Measuring Engagement and Benchmarking 23
  • Measuring Engagement and Benchmarking 24
  • Find Those Who are Tweeting about You 25(Brand Advocates and Critics)
  • Analyze the Channels Used in the Online Conversation 26
  • Accentuate the Positive? 27
  • Diving Deeper into the Conversation 28
  • Focus on Your Marketing Goals (Not Distracting Metrics) 29
  • Thank You! 30 Questions?James Vineburgh, Jr., PhDDirector of ResearchTWG Plusjames.vineburgh@twgplus.com