Is Any of This Social Media Stuff Working?

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  • 1. Is Any of This Social Media Stuff Working? Photo credit: http://www.flickr.com/photos/jm3/194885496/ Social Media ROI (Return on Investment) Amanda O’Brien – Hall Web Services
  • 2. Who is this lady? Amanda O’Brien VP of Marketing at Hall Web Services [email_address] @amanda_pants www.hallme.com www.hallme.com/blog/ @hall_web
    • www.socialmediabreakfastmaine.com
    • www.socialmediab2b.com
    • www.amandapants.com
    • www.guidingstars.com
  • 3. Ahh… the ROI Discussion
  • 4. ROI of…
  • 5. BIG brands are making money with social media Photo credit: http://www.flickr.com/photos/tambako/3593686294
  • 6. But what about…
  • 7. Photo credit: http://www.flickr.com/photos/aarongoodman/4427058951/ This isn’t working!!
  • 8. Lets take a look… What were you trying to achieve? How were you measuring your progress? Where is your plan? What were your short term objectives? Long term? Timeline? Oh. Most companies don’t even look to start measuring until they have ‘failed’ Too many are measuring the wrong things – non-financial data, social media metrics Photo credit: http://www.flickr.com/photos/jonathanbeard/3196536843/
  • 9. ROI is Easy ( + ) x Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate Return = ROI Time spent (track it) Talent & Technology Rate Money in the bank
  • 10.
    • These may all lead to money but unless you convert these things – it isn’t
    ROI is Money and Effort Buzz is not money Word of mouth is not money Engagement is not money Mentions on Twitter is not money Facebook Friends are not money YouTube Video views are not money Popularity is not money Photo credit: http://www.flickr.com/photos/cambodia4kidsorg/3085209738/
  • 11. The problem is businesses are using a tools based strategy The tools are the thing to help you reach your goals – the tools are not the thing
  • 12.
    • Why are you doing this?
    • Sales – research buyers
    • Human Resources
    • Customer Support
    • Customer loyalty
    • Establish yourself as an expert
    You Need a Plan
  • 13. What could happen?!? Photo credit: http://www.flickr.com/photos/eecue/108265856/sizes/m/in/photostream/ http://www.flickr.com/photos/sgw/2892058635/sizes/m/in/photostream/
  • 14. What could happen!?!
  • 15.
    • Sales
    • Get new leads
    • New customer conversions
    • Increase in average order size
    • Branding
    • PR (mainstream media mentions)
    • SEO (search engine rank changes)
    • Customer service (customer reviews posted)
    • Objectives first, tactics second
    What are you using social media for? Photo credit: http://www.flickr.com/photos/karola/3623768629/sizes/m/in/photostream/
  • 16.
    • Marketing has always been about conversations
    • Used to be one to many – now many to many
    • Think before you start hard selling
    Social Media is More About Relationships Than Sales Photo credit: http://www.flickr.com/photos/golf_pictures/1533308782/
  • 17. How do you draw the line from Social Media to Sales?
    • Followers, connections
    • Conversations to sales leads
    • CRM system integration
    • Website traffic
    • Surveys
    • No automatic button
    Photo credit: http://www.flickr.com/photos/wlodi/3085157011/
  • 18. Social Media is Maturing So are the metrics Photo credit: http://www.flickr.com/photos/wickenden/2585732894/
  • 19.
    • Who are you trying to reach?
    • What are they worried about?
    • Pain points
    Putting People in Buckets Target market – web visitors – leads – customers The best marketing doesn’t feel like marketing Build it and they will come doesn’t work
  • 20. Determine Short Term Objectives
    • Increase website traffic
    • Build your online network
    • Blog subscribers
    • Content subscribers
    • Building Buzz
    Photo credit: http://www.flickr.com/photos/opopododo/2570501919
  • 21. Determine Long Term Objectives
    • Build awareness
    • Strengthen relationships
    • Understand your buying process better
    • Better search rankings
    • What will the company look like?
  • 22. Determine Key Metrics
    • Obvious numbers
    • Number of posts
    • Audience growth
    • Conversions
    • Subscribers
    • Inbound Links
    • SEO Improvements
    • Set timelines
    • Customer satisfaction scores
    • Interaction
    • Diagnostics vs. Objective Metrics
      • – Christopher S. Penn
      • http://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-metrics/
  • 23. Determine a Timeline A working agenda to keep you on track Photo credit: http://www.flickr.com/photos/robbie73/4244846566
  • 24.
    • Social proof that they are making the right decision by choosing you
    New Touchpoints in the Sales Cycle
    • Email newsletter
    • Blog
    • Twitter
      • Twitter Favorites
    • Facebook fan page
    • Interact with them where THEY are
    • Show more and tell less
  • 25. Tools for Measuring Social Media Success Photo credit: http://www.flickr.com/photos/caitra_/4995924286/
  • 26. Just because you can measure it doesn’t mean you should Photo credit: http://www.flickr.com/photos/ansik/304526237/
  • 27. Google Analytics
    • Free
    • Where?
    • What?
    • How Long?
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33. Landing Pages
    • Simple, direct
    • Heavily formatted
    • Unique URL
    • A/B Testing
    Photo credit and examples at: http://www.marketingsherpa.com/lp/study.html
  • 34. Photo and examples: http://unbounce.com/landing-page-examples/built-using-unbounce/7-new-landing-pages-for-your-inspiration/
  • 35. Paid Solutions
  • 36. Better to do one or two than fail at 20 Timely, targeted messages Relationships Sales funnel pieces, not sales pieces Must be integrated, not stand alone Icons Promotional Codes Landing pages Integration is Key
  • 37. Lets Try: Handbags
    • Discovery – buckets, listening
    • Goals – more online sales
    • Plan – networks, content
    • Facebook – photos
    • Flickr
    • Blog
    • Email
    • Direct mail
    • Landing page
    • Discount code
    Photo credit: http://www.flickr.com/photos/bbaunach/1055568917/
  • 38. Lets Measure: Handbags
    • Track time – 1 hour a day, at least 1, 1, 1
    • Resources – just me
    • Measure – networks, content
    • Facebook – fans, interaction, analytics, conversion
    • Blog, Email subscribers and interaction
    • Direct mail – date sent, discount code used
    • Landing page – A/B test, conversion
    • Fancy tool – Spreadsheet, CRM
    Photo credit: http://www.flickr.com/photos/bbaunach/1055568917/
  • 39. Lets Try: Software Solution
    • Discovery – buckets, listening, survey
    • Goals – industry expert, reputation
    • Plan – networks, content
    • Blog
    • Video Demos
    • SEO
    • PPC
    • Email
    • Direct mail
    • Landing pages
    Photo credit: http://www.flickr.com/photos/deanj/2398424227/
  • 40. Lets Measure: Software Solution
    • Track time – 1 post a week, video production, content creation
    • Resources – 3 person team
    • Measure – networks, content
    • Blog – subscribers, comments
    • Video – views, embeds
    • Mailing list sizes and interaction
    • Traffic, landing pages, search rankings, PPC
    • Fancy tools – ESP, CRM, Analytics, Spreadsheet
    Photo credit: http://www.flickr.com/photos/deanj/2398424227/
  • 41. Lets Try: An Event
    • Discovery – buckets, listening, survey previous attendees
    • Goals – Buzz, butts
    • Plan – networks, content
    • Blog
    • Live Video
    • Facebook, LinkedIn, Eventbright
    • Email
    • Direct mail
    • Signup and event survey
    • Landing pages, codes
  • 42. Lets Measure: An Event
    • Track time – content creation
    • Resources – just me
    • Measure – networks, content
    • Blog – subscribers, comments
    • Video – attendees
    • Mailing list sizes and interaction
    • Mentions, ReTweets, Posts
    • Reward brand evangelists, sponsors
    • Fancy tools – Analytics, Spreadsheet
  • 43. Need more?
    • Vision Blog - http:// www.hallme.com/blog
    • Social Media 101 (book) - http://www.chrisbrogan.com/social-media-101/
    • Engage (book) - http://www.briansolis.com/2010/01/engage/
    • Brass Tack Thinking (blog) - http://www.brasstackthinking.com/
    • Webinars – Every Tuesday at 2PM EST http://www.hallme.com/webinars
    • Email Me: amanda @hallme.com
    • Follow us! http://twitter.com/hall_web
    • 'Like' Us - http://www.facebook.com/hallweb
    • Slideshare: www.slideshare.net/amandahallme
    • This presentation is brought to you by the letters R, O and I