Valley Summit Presentation: You Don't NEED to be on Facebook
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Valley Summit Presentation: You Don't NEED to be on Facebook

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Put the cart back behind the horse, and thing about goals and strategy BEFORE social media tools, then use metrics to measure success.

Put the cart back behind the horse, and thing about goals and strategy BEFORE social media tools, then use metrics to measure success.

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  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
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Valley Summit Presentation: You Don't NEED to be on Facebook Presentation Transcript

  • 1. #StrategicSM
  • 2. You DON’T Needto Be on Facebook #StrategicSM
  • 3. You DON’T Needto Be on Facebook #StrategicSM
  • 4. You DON’T Needto Be on FacebookPutting the cart back behind the horse with social media strategy building. #StrategicSM
  • 5. You DO Need Social Media #StrategicSM
  • 6. You DO Need Social Media• TRENDS & Benefits #StrategicSM
  • 7. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year #StrategicSM
  • 8. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains #StrategicSM
  • 9. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging #StrategicSM
  • 10. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits #StrategicSM
  • 11. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses #StrategicSM
  • 12. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses • The more time is invested, the more growth you see #StrategicSM
  • 13. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses • The more time is invested, the more growth you see • SEO and visibility #StrategicSM
  • 14. Determining Your Goals #StrategicSM
  • 15. Determining Your Goals• Two general goals: #StrategicSM
  • 16. Determining Your Goals• Two general goals: • Revenue Building #StrategicSM
  • 17. Determining Your Goals• Two general goals: • Revenue Building • Money saving #StrategicSM
  • 18. Determining Your Goals• Two general goals: • Revenue Building • Money saving• Overall Brand Equity #StrategicSM
  • 19. Revenue Building Goals #StrategicSM
  • 20. Revenue Building Goals• Direct #StrategicSM
  • 21. Revenue Building Goals• Direct • Increase new sales #StrategicSM
  • 22. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales #StrategicSM
  • 23. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect #StrategicSM
  • 24. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility #StrategicSM
  • 25. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility • Awareness #StrategicSM
  • 26. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility • Awareness • Brand Sentiment #StrategicSM
  • 27. Money Saving Goals #StrategicSM
  • 28. Money Saving Goals• Decrease Marketing Costs #StrategicSM
  • 29. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost #StrategicSM
  • 30. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost #StrategicSM
  • 31. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost • Decrease PPC costs #StrategicSM
  • 32. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost • Decrease PPC costs• Decrease Market Research Costs #StrategicSM
  • 33. Programs vs. Campaigns #StrategicSM
  • 34. Programs vs. Campaigns• Program #StrategicSM
  • 35. Programs vs. Campaigns• Program• Specific Campaigns #StrategicSM
  • 36. Exceptions #StrategicSM
  • 37. Exceptions• Built-in loyalty - customers want you there. #StrategicSM
  • 38. Exceptions• Built-in loyalty - customers want you there.• Customers/Clients creating a presence for you. #StrategicSM
  • 39. Exceptions• Built-in loyalty - customers want you there.• Customers/Clients creating a presence for you.• Viral idea. #StrategicSM
  • 40. Building a Strategy #StrategicSM
  • 41. Building a Strategy• Who are your customers? #StrategicSM
  • 42. Building a Strategy• Who are your customers?• Where are they online? #StrategicSM
  • 43. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? #StrategicSM
  • 44. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us? #StrategicSM
  • 45. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit? #StrategicSM
  • 46. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit?• Who posts and monitors? #StrategicSM
  • 47. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit?• Who posts and monitors?• How will you create value? #StrategicSM
  • 48. Building a Strategy #StrategicSM
  • 49. Building a Strategy• Goal: Repeat Sales #StrategicSM
  • 50. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! #StrategicSM
  • 51. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! • Reward good reviews #StrategicSM
  • 52. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! • Reward good reviews • Email reminders for follow-up services, sales. #StrategicSM
  • 53. Building a Strategy #StrategicSM
  • 54. Building a Strategy• Goal: Reduce Mailing Costs #StrategicSM
  • 55. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns #StrategicSM
  • 56. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information #StrategicSM
  • 57. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information • Create client groups on LinkedIn for regular updates #StrategicSM
  • 58. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information • Create client groups on LinkedIn for regular updates • Engage people on networks they use. #StrategicSM
  • 59. Building a Strategy #StrategicSM
  • 60. Building a Strategy• Goal: Increase Qualified Leads #StrategicSM
  • 61. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends #StrategicSM
  • 62. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends • Monitor chatter on Twitter - offer solutions. #StrategicSM
  • 63. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends • Monitor chatter on Twitter - offer solutions. • Give great recommendations on LinkedIn and ask happy clients to return the favor #StrategicSM
  • 64. Tools#StrategicSM
  • 65. Tools• Why the tools matter: #StrategicSM
  • 66. Tools• Why the tools matter: • Online and real life boundaries are blurring #StrategicSM
  • 67. Tools• Why the tools matter: • Online and real life boundaries are blurring • Mobile Internet is everywhere, no computer needed #StrategicSM
  • 68. Tools• Why the tools matter: • Online and real life boundaries are blurring • Mobile Internet is everywhere, no computer needed • 25% of online time is spent on social media. #StrategicSM
  • 69. Tools#StrategicSM
  • 70. Tools• Why the tools don’t matter #StrategicSM
  • 71. Tools• Why the tools don’t matter • Remember AOL? #StrategicSM
  • 72. Tools• Why the tools don’t matter • Remember AOL? • MySpace? #StrategicSM
  • 73. Tools• Why the tools don’t matter • Remember AOL? • MySpace? • “When the only tool you have is a hammer...” #StrategicSM
  • 74. #StrategicSM
  • 75. Focus on goals andcustomer needs, then find the tools that fit the job. #StrategicSM
  • 76. Implementation & Next Steps #StrategicSM
  • 77. Implementation & Next Steps• Align your ducks #StrategicSM
  • 78. Implementation & Next Steps• Align your ducks• Be yourself #StrategicSM
  • 79. Implementation & Next Steps• Align your ducks• Be yourself• Be social #StrategicSM
  • 80. Implementation & Next Steps• Align your ducks• Be yourself• Be social• Follow your road map #StrategicSM
  • 81. ROI - Do You Measure Yours #StrategicSM
  • 82. ROI - Do You Measure Yours• Overview #StrategicSM
  • 83. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. #StrategicSM
  • 84. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. #StrategicSM
  • 85. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. #StrategicSM
  • 86. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. • You’ll need more than one tool. #StrategicSM
  • 87. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. • You’ll need more than one tool. • You’ll need a baseline. #StrategicSM
  • 88. ROI - Do You Measure Yours #StrategicSM
  • 89. ROI - Do You Measure Yours• Building Your Metrics Package #StrategicSM
  • 90. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline #StrategicSM
  • 91. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) #StrategicSM
  • 92. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat #StrategicSM
  • 93. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment #StrategicSM
  • 94. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment • Investment and resources #StrategicSM
  • 95. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment • Investment and resources • Overlay #StrategicSM
  • 96. ROI - Do You Measure Yours #StrategicSM
  • 97. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. #StrategicSM
  • 98. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline #StrategicSM
  • 99. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics #StrategicSM
  • 100. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales #StrategicSM
  • 101. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans #StrategicSM
  • 102. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers #StrategicSM
  • 103. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels #StrategicSM
  • 104. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative #StrategicSM
  • 105. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative • Investment & resources #StrategicSM
  • 106. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative • Investment & resources • Overlay #StrategicSM
  • 107. ROI - Do You Measure Yours #StrategicSM
  • 108. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. #StrategicSM
  • 109. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline #StrategicSM
  • 110. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics #StrategicSM
  • 111. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat #StrategicSM
  • 112. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers #StrategicSM
  • 113. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional #StrategicSM
  • 114. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative #StrategicSM
  • 115. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative • Investment & resources #StrategicSM
  • 116. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative • Investment & resources • Overlay #StrategicSM
  • 117. Recap#StrategicSM
  • 118. Recap• Start with Goals #StrategicSM
  • 119. Recap• Start with Goals• Distinguish between “program” and “campaign” #StrategicSM
  • 120. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy. #StrategicSM
  • 121. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last. #StrategicSM
  • 122. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last.• Track and measure. #StrategicSM
  • 123. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last.• Track and measure.• Rinse and repeat for best results. #StrategicSM
  • 124. Keep in TouchJennifer Williams Karo Kilfeather @Verilliance @AspiringKaro