Social Media: Is Any of This Working?

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/

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.

Take all the fun out of social media

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

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!

How do I do all of that and run my business?!?

You HAVE to run your business
Don’t lose yourself in your social media-ing
That doesn’t pay your bills

Tie your social media goals into your business goals! Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/

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/

Setting up a plan Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/

“ You've got to be very careful if you don't know where you're going, because you might not get there.”

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/

Where do your people hang out?
Not your peers, your customers – be there!
Photo credit: http://www.flickr.com/photos/33284937@N04/5609256343/

Managing your time Pro tip: Track your time! Photo credit: http://www.flickr.com/photos/javiervazquez/3320521025/

Is there an off and on? Photo credit: http://www.flickr.com/photos/butterforfilm/2954894577/

Pomodoro Technique

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/

Talk to your lawyer
Talk about your fears and get them addressed
Add to your existing communications policy
Confidentiality
Defamation
Intellectual property
Permission rights

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

Where is the ROI?

Neilson ratings suck IMHO

The more digital we get, the more we can track

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

So what is the problem? High bounce rates| Low conversion rates | Low pages per visit | Fear

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/

Eloqua: http://blog.eloqua.com/the-content-grid-v2/
Eloqua Content Grid
Prospect Goals
Key Performance Indicators
Distribution channels

Let’s Measure! Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/

Fan/Follower Data

Twitter Analytics Coming Soon!

Traffic Data

Interaction data

Content Performance

URL Builder Google URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578

Advanced Segments

Create Custom Reports

Multi-channel funnels http://www.youtube.com/watch?v=Cz4yHOKE5j8

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/

Social Interaction Analytics

We still cool?

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/

The Results http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/

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

Questions Amanda O’Brien [email_address] @ amanda_pants www.hallme.com/blog/ www.socialmediabreakfastmaine.com Amandapants.com Tomorrow! Local Brewers Chris Brogan

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Social Media: Is Any of This Working?

by Hall Internet Marketing on Sep 23, 2011

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Social Media: Is Any of This Working? Presentation Transcript