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A Fresh Look at Social Media
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A Fresh Look at Social Media

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Social Media is all the rage, but is it a good investment for businesses. ...

Social Media is all the rage, but is it a good investment for businesses.

Well managed businesses make data-driven decisions. Social media marketing should face the same data-driven scrutiny that other business decisions are subjected to.

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A Fresh Look at Social Media A Fresh Look at Social Media Presentation Transcript

  • A Fresh Look at Social Media ProductCamp Austin – 2/15/2014 allies4me.com 2/17/2014 © 2012-2014, allies4me, All rights reserved 1
  • Social Media Channels • • • • • • • TWITTER – I’m eating a donut FACEBOOK – I like donuts FOURSQUARE – This is where I eat donuts INSTAGRAM – Here’s a vintage photo of my donut YOUTUBE – Watch me eat a donut LINKEDIN – My skills include donut eating GOOGLE+ - I’m a Google employee eating donuts 2/17/2014 © 2012-2014, allies4me, All rights reserved 2
  • The Buzz is Social Source: Cascade Content (cascadecontent.com) 2/17/2014 © 2012-2014, allies4me, All rights reserved 3
  • Why Beat the Social Drum? It’s hip, cool & profitable Source: Cascade Content (cascadecontent.com) 2/17/2014 © 2012-2014, allies4me, All rights reserved 4
  • A Different View of Social Watch your wallet! 2/17/2014 © 2012-2014, allies4me, All rights reserved 5
  • LET’S DEAL IN FACTS What the data says about social media 2/17/2014 © 2012-2014, allies4me, All rights reserved 6
  • Bad Impressions • Limited Reach – The average page only reaches 12% of its FANS organically • Facebook’s $olution? – Buy ad$ Miller, Sara, “The Bigger the Facebook Page, the Harder it is to Reach Fans.” Retrieved December 31, 2013, from http://blogs.adobe.com/socialpractice/the-bigger-the-facebook-page-the-harder-it-is-toreach-fans/ 2/17/2014 © 2012-2014, allies4me, All rights reserved 7
  • Bad Engagement • What the numbers say – 0.4% of FANS comment on the average post – 3.4% of FANS liked the average post – 0.4% of FANS shared the average post • Facebook’s $olution? – Buy $ponsored Post$ Carter, Brian, “CONTAGIOUS CONTENT - What People Share On Facebook and Why They Share It..” April 2013 2/17/2014 © 2012-2014, allies4me, All rights reserved 8
  • High Fan to Conversion Rate Example: “A Sober Approach to Social Media: 20,000 views 2/17/2014 13 post likes 4 page likes 0 shares 1 conversion © 2012-2014, allies4me, All rights reserved 9
  • The Bird Isn’t the Word I’m Worse Than Facebook 2/17/2014 © 2012-2014, allies4me, All rights reserved 10
  • The Bird Isn’t the Word • Twitter delivers only 11% of the referrals of Facebook • Lower Customer Lifetime Value than Facebook • Twitter’s $olution – Buy promoted tweet$ 2/17/2014 © 2012-2014, allies4me, All rights reserved 11
  • Low Return on Investment Social media trails other acquisition channels 2/17/2014 © 2012-2014, allies4me, All rights reserved 12
  • Customers are Acquired Elsewhere Twitter & Facebook combined deliver less than 0.2% of new customers 2/17/2014 © 2012-2014, allies4me, All rights reserved 13
  • WHAT IS SOCIAL MEDIA Social Media is what others say about you Not what you say about yourself! 2/17/2014 © 2012-2014, allies4me, All rights reserved 14
  • Example: United Airlines • Ticked off a customer with – A band – A camcorder – Orange jumpsuits • Response: – Customer made a viral video – Got millions of views in days 2/17/2014 © 2012-2014, allies4me, All rights reserved 13.6M views as of Dec 2013 15
  • Example: Dairy Queen Manager 19 year old manager does the right thing 2/17/2014 © 2012-2014, allies4me, All rights reserved 16
  • Analysis: Dairy Queen Good Social Media • Manager didn’t promote himself – A customer reported it • When Joey, the manager, was interviewed – Said he didn’t do anything special – “It was just the right thing to do” 2/17/2014 Average-to-bad Social Media • Dairy Queen released a statement – “. . . We applaud [his] integrity, kindness & compassion. He is an inspiration to us all.” • Warren Buffet (owner of Dairy Queen) – Called Joey to thank him – Invited him to Berkshire Hathaway Shareholder meeting – Offered to fly Joey on private jet to meeting © 2012-2014, allies4me, All rights reserved 17
  • WHAT IS SOCIAL MEDIA Social Media is what others say about you Not what you say about yourself! “Social Media is a conversation. It is about relationships. It isn’t a platform for selling.” - Duane Forrester, Sr. Product Manager - Bing 2/17/2014 © 2012-2014, allies4me, All rights reserved 18
  • NOW GO & DO 2/17/2014 © 2012-2014, allies4me, All rights reserved 19
  • Measure Everything If you aren’t – start! Use DATA to drive decisions 2/17/2014 © 2012-2014, allies4me, All rights reserved 20
  • Optimize Your Spend & Time Focus investment on highest returns A/B test everything you can 2/17/2014 © 2012-2014, allies4me, All rights reserved 21
  • Social? - Be Worth Talking About 2/17/2014 © 2012-2014, allies4me, All rights reserved 22
  • DIGITAL & INTERNET MARKETING allies4me http://allies4me.com @allies4me https://plus.google.com/+Allies4me 2/17/2014 © 2012-2014, allies4me, All rights reserved 23