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Social Media: Is Any of This Working?

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  • Dan fielding, Night Court
  • Why do we keep asking this? Recovering Radio and magazine employee
  • Flip through shows Report what they saw Did they hear your ad? Fractured attention
  • Olivia Newton John Social media to bottom line is do-able
  • Transcript

    • 1. What am I Doing and is this Even Working? Amanda O’Brien (@amanda_pants) VP of Marketing – Hall Internet Marketing Organizer – Social Media Breakfast Maine Photo credit: http://www.flickr.com/photos/w9ned/3563985252/in/photostream/
    • 2. Who I am Amanda O’Brien - @amanda_pants VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme Blogger at large Amandapants, Guiding Stars, PROXI, SocialMediaB2B, Hall, SMBME etc.
    • 3. Take all the fun out of social media
    • 4. What we will talk about
      • Dealing with social media overload
      • Setting up a plan
      • Managing your time
      • Guidelines and policies
      • Measuring what is (and isn’t working)
      • Making unicorns cry
    • 5. You should try Social Media! Facebook is so fun! Twitter is so easy to use! Photo credit: http://www.flickr.com/photos/earlg/163755542/ Bob just landed a huge project from LinkedIn? Did you read the Yelp review of this place? I can’t believe she isn’t on Google+ yet! I can’t check-in to your place on Foursquare!
    • 6. How do I do all of that and run my business?!?
    • 7.
      • You HAVE to run your business
      • Don’t lose yourself in your social media-ing
      • That doesn’t pay your bills
    • 8. Tie your social media goals into your business goals! Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
    • 9. What are you participating in social media for?
      • Short term sales
      • Engage existing customers
      • Complement promotional campaigns
      • Encourage word of mouth
      • Brand awareness
      • Increase searchability
      • Spread news and information about your business
      Photo credit: http://www.flickr.com/photos/lentina_x/3596663014/
    • 10. Setting up a plan Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/
    • 11. “ You've got to be very careful if you don't know where you're going, because you might not get there.”
    • 12. Do some research What are your competitors doing? What are people you admire doing? Inbound Traffic to your website Twitter search Photo credit: http://www.flickr.com/photos/gregwake/209493486/
    • 13.
      • Where do your people hang out?
      • Not your peers, your customers – be there!
      Photo credit: http://www.flickr.com/photos/33284937@N04/5609256343/
    • 14. Managing your time Pro tip: Track your time! Photo credit: http://www.flickr.com/photos/javiervazquez/3320521025/
    • 15. Is there an off and on? Photo credit: http://www.flickr.com/photos/butterforfilm/2954894577/
    • 16. Pomodoro Technique
    • 17.
      • Create Guidelines and Policies
        • What as a company will you do and not do?
        • What staff can do and not do?
        • What public can do and not do?
      Photo credit: http://www.flickr.com/photos/lwr/1195568953/
    • 18.
      • Talk to your lawyer
      • Talk about your fears and get them addressed
      • Add to your existing communications policy
      • Confidentiality
      • Defamation
      • Intellectual property
      • Permission rights
    • 19.
      • Things you can measure
      • Traffic data
      • Fan/follower data
      • Interaction data
      • Content performance
      Photo credit: http://www.flickr.com/photos/427/2110349532/ Measuring Social Media Measuring Social Media
    • 20. Where is the ROI?
    • 21. Neilson ratings suck IMHO
    • 22. The more digital we get, the more we can track
    • 23. 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
    • 24. So what is the problem? High bounce rates| Low conversion rates | Low pages per visit | Fear
    • 25. Tippy top of the sales funnel – Discovery – Powdered Sugar Bottom of the barrel of the sales funnel – Retention - Dough Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/
    • 26. Eloqua: http://blog.eloqua.com/the-content-grid-v2/
      • Eloqua Content Grid
      • Prospect Goals
      • Key Performance Indicators
      • Distribution channels
    • 27. Let’s Measure! Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
    • 28. Fan/Follower Data
    • 29. Twitter Analytics Coming Soon!
    • 30. Traffic Data
    • 31. Interaction data
    • 32. Content Performance
    • 33. URL Builder Google URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
    • 34. Advanced Segments
    • 35. Create Custom Reports
    • 36. Multi-channel funnels http://www.youtube.com/watch?v=Cz4yHOKE5j8
    • 37. Social Interaction Analytics http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/
    • 38. Social Interaction Analytics
    • 39. We still cool?
    • 40.
      • One Example
      • CruiseSource and
      • Royal Caribbean
      • Social Media contest:
      • Objective
      • Data points
        • Blog post views/shares
        • New fans
        • Views/interactions
        • Mentions
        • Search rankings
      • Summary
      Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/
    • 41. The Results http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/
    • 42. Quickest Summary Ever
      • If you are going to put the effort in you should:
      • Have a plan
      • Protect yourself, your staff and your customers with guidelines and policies
      • Measure if it works with key business metrics (not social media metrics)
      • Keep what works, ditch what doesn’t
    • 43. Questions Amanda O’Brien [email_address] @ amanda_pants www.hallme.com/blog/ www.socialmediabreakfastmaine.com Amandapants.com Tomorrow! Local Brewers Chris Brogan