Social Media: Strategy, Goals, ROI and case studies Amanda O'Brien - Hall Web Services

Who's this chick? Amanda O'Brien Inbound Marketing Manager [email_address] Hall Web Services www.hallme.com 10+ Years in Business @Hall_Web @amanda_pants

Hall Web Services

www.hallme.com

10+ Years in Business

Social Media Mania

What is Social Media?

Corporate Transparency Build Trust with Customers Generate Inbound Links Reputation Management Promote your blog and website Inexpensive Build relationships before purchasing point Be a part of the conversation that is already going on Extend your events, seminars, webcasts, conventions Benefits of Social Media

Corporate Transparency

Build Trust with Customers

Generate Inbound Links

Reputation Management

Promote your blog and website

Inexpensive

Build relationships before purchasing point

Be a part of the conversation that is already going on

Extend your events, seminars, webcasts, conventions

I can't put all my information on the INTERNET?! Giving away all my secrets?!? They'll go to my competitors! People might leave nasty comments!

Giving away all my secrets?!?

They'll go to my competitors!

People might leave nasty comments!

Validation to Your Customers Corporate Transparency Personalized Buying Lowering Risk Opening communication People do business with PEOPLE!

Corporate Transparency

Personalized Buying

Lowering Risk

Opening communication

Time to Re-think Your Marketing Strategy! Old/Outbound Marketing TV Radio Ads Print Ads Direct Mail Telemarketing An Interruption An Interaction New/Inbound Marketing Social Media SEO/SEM Blogging Viral Videos

Old/Outbound Marketing

TV Radio Ads

Print Ads

Direct Mail

Telemarketing

New/Inbound Marketing

Social Media

SEO/SEM

Blogging

Viral Videos

No Magic Bullet Traditional Marketing is dying Thousands of Social Networking Sites Social Networking is one part of Inbound Marketing Have an Inbound Marketing Plan Part of your business communication efforts Don't tweet just to tweet, blog just to blog, plurk to plurk... “ Use Social media as a tool and not as a fancy shiny object.” - Chris Brogan “ Will Twitter bring in clients? Probably not. Will a combination of Twitter, Facebook and a good newsletter? Now you’re thinking.” - Wayne Shultz

Traditional Marketing is dying

Thousands of Social Networking Sites

Social Networking is one part of Inbound Marketing

Have an Inbound Marketing Plan

Part of your business communication efforts

Don't tweet just to tweet, blog just to blog, plurk to plurk...

What do you need to accomplish with your efforts? Contact Forms filled out? Immediate Sales? Getting the phone to ring? Foot traffic in your store? More people at your events? THAT is the direction we are trying to go in (always remember that) Business Tool

What do you need to accomplish with your efforts?

Contact Forms filled out?

Immediate Sales?

Getting the phone to ring?

Foot traffic in your store?

More people at your events?

THAT is the direction we are trying to go in

(always remember that)

Developing Your Strategy 1. Set company policies 2. Set measurable goals 3. Listen before you talk 4. Find communities that matter 5. Create a content strategy 6. Choose the tools that will work best for you 7. Deliver engaging and interesting content 8. Measure results (repeat if necessary) 9. You have to give to get

Set Company Policies BEFORE there is a question or problem – revamp if necessary WHO is going to be your company voice WHO is going to follow up with online inquiries? WHAT are you going to use for content? WHAT communities have value for your company? WHEN? How often are you going to participate? WHERE? From work? Home? Vacation/sick backup plan? WHY? Always keep your business goals in mind!

BEFORE there is a question or problem – revamp if necessary

WHO is going to be your company voice

WHO is going to follow up with online inquiries?

WHAT are you going to use for content?

WHAT communities have value for your company?

WHEN? How often are you going to participate?

WHERE? From work? Home? Vacation/sick backup plan?

WHY? Always keep your business goals in mind!

Measurable Goals (easy) “ You like me, right now, you really like me...” - Sally Field 1985 How many friends/followers/tweeps? How many views on YouTube? How many comments on those videos? How many blog posts? subscribers? How many comments on your blog posts? How many retweets? @replies? Engaging! Building Trust and Relationships Top of Mind when your customers enter the buying cycle!

How many friends/followers/tweeps?

How many views on YouTube?

How many comments on those videos?

How many blog posts? subscribers?

How many comments on your blog posts?

How many retweets? @replies?

Measurable Goals (better) Google Analytics! Get it! Traffic Sources? Unique Visitors Specific landing pages for separate SM accounts User conversion on those landing pages (convert) Actions taken? Downloads, purchases, forms Customer Service calls lower? Dang math! Rate of new subscribers?

Google Analytics! Get it! Traffic Sources?

Unique Visitors

Specific landing pages for separate SM accounts

User conversion on those landing pages (convert)

Actions taken? Downloads, purchases, forms

Customer Service calls lower?

Dang math! Rate of new subscribers?

More Metrics Unique Visitors Cost per unique visitor (time) Page Views Return Visitors Interaction Rate (blog to comment ratio) Links back to your site

Unique Visitors

Cost per unique visitor (time)

Page Views

Return Visitors

Interaction Rate (blog to comment ratio)

Links back to your site

Time Consuming Set 3 times a day to dedicate 30 minutes Applications: Tweetdeck, Splittweet, LinkedIn Apps Tweet Later, Hootsuite Measure results maybe you are spending too much time in the wrong community Relevant Email addresses for alerts Take it offline

Set 3 times a day to dedicate 30 minutes

Applications: Tweetdeck, Splittweet, LinkedIn Apps

Tweet Later, Hootsuite

Measure results

maybe you are spending too much time in the wrong community

Relevant Email addresses for alerts

Take it offline

Participate Easy starts – Blog and LinkedIn Deliver good, interesting, valuable content for FREE “ Nobody cares about your products except you” - Seth Godin Be yourself! Be a human! Start small – niches are good! Don't be afraid of negative feedback. Opportunity.

Easy starts – Blog and LinkedIn

Deliver good, interesting, valuable content for FREE

“ Nobody cares about your products except you” - Seth Godin

Be yourself! Be a human!

Start small – niches are good!

Don't be afraid of negative feedback. Opportunity.

Participate (better) Twitter Search – company, clients, hobbies, products Google Alerts – respond swiftly Be there before purchasing point – who are your buyer personas? Who are your buyer personas in detail ? Speak to them where they are in their language (not yours) “ How do you measure it? You MEASURE it! You have to ask the questions!” - @CostaVidaFred

Twitter Search – company, clients, hobbies, products

Google Alerts – respond swiftly

Be there before purchasing point – who are your buyer personas?

Who are your buyer personas in detail ?

Speak to them where they are in their language (not yours)

Schiavi Homes www.schiavihomes.com SEO Blog Newsletter Segmented Lists

www.schiavihomes.com

SEO

Blog

Newsletter

Segmented Lists

Au Bags www.au-inc.com SEO Blog Newsletter Segmented lists Facebook Twitter @au_bags Flickr Events

www.au-inc.com

SEO

Blog

Newsletter

Segmented lists

Facebook

Twitter @au_bags

Flickr

Events

Dresser and Associates www.dresserassociates.com Blog Newsletter Twitter @hr_software LinkedIn Groups Alliance

www.dresserassociates.com

Blog

Newsletter

Twitter @hr_software

LinkedIn

Groups

Alliance

Don't Not participate Sell sell sell Give up right away Forget to think before you Blog, Alert, Plurk, Tweet Everything you say/write can be used against you in the court of personal opinion!

Not participate

Sell sell sell

Give up right away

Forget to think before you Blog, Alert, Plurk, Tweet

Wrap Up Have a real plan Have company policies Measurable Goals Social Media is not a silver bullet Validating you, your products, services, thought leader Be yourself and be engaging Measure business goals not just SM metrics Use your time wisely Participate Like what someone is doing? Do it better not the same!

Have a real plan

Have company policies

Measurable Goals

Social Media is not a silver bullet

Validating you, your products, services, thought leader

Be yourself and be engaging

Measure business goals not just SM metrics

Use your time wisely

Participate

Like what someone is doing? Do it better not the same!