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Dean holmes webinar preview how marketing can get results from social media

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Preview of Dean Holmes webinar "Practical Social Media for Marketing - How Marketing Can Get Results from Social Media" on Friday May 28, 2010 at 1:00PM Eastern. Register here …

Preview of Dean Holmes webinar "Practical Social Media for Marketing - How Marketing Can Get Results from Social Media" on Friday May 28, 2010 at 1:00PM Eastern. Register here http://content.avitage.com/Thought-Leadership-Series.html as part of the Avitage Thought Leadership Series.

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  • Time: 30 secs Is this what you see when looking at measuring social media? It’s not only about: • Measuring ONLY quantities like followers, fans, mentions. • It’s not about how many people talk about your brand. • Its about Revenue, Leads, Demand Generation
  • Walk-through the Process • Marketing costs can be reduced with a model that leverages automation • Automation should be used early in the process to test messaging, offers • Sales comes in too early in the process most of the time • Look to Influencers around the Brand’s keywords to leverage buzz • Blogger outreach is crucial early in the process • Evaluate the content at all stages, adjust plan and messaging • 2/3rd’s of the way up, sales will engage, only after many qualifying steps have been taken by prospects to say “I’m interested”-I have seen the value, sales will close much faster • Look to measure time-to-close metrics here • Look at customer purchases, escalating with this process?
  • PostRank Analysis for Content: • Look at how engagement, downloads affect what your audience really wants to read from your brand • Watch for dips or spikes here, take advantage of repurposing content to generate downloads on high taker content • It’s not about what you think the value is, the audience always votes • Look for website workflow issues, using tools that leverage hot spots
  • PostRank Analysis for Content: • Look at how engagement, downloads affect what your audience really wants to read from your brand • Watch for dips or spikes here, take advantage of repurposing content to generate downloads on high taker content • It’s not about what you think the value is, the audience always votes • Look for website workflow issues, using tools that leverage hot spots
  • Time 1 minutes
  • Time 1 minutes
  • Jump to measurement: • Look at the correlation between downloads and conversions • Watch trends either way to see what you may need to adjust on the fly or ramp up efforts to leverage the more valued content • Measure from the start-benchmark where you are before the campaign begins, then at launch periods and critical outbound stages to determine what’s working • Most importantly, let your audience vote with downloads, information sharing about their challenges via registration forms as the value escalates and they get deeper into the cycle or pyramid • Watch for shifts in the buyers cycles, as things may ramp up, meaning the sales cycle actually shortens dramatically, novel idea I know, however, when this type of plan is in place it can have dramatic results and prove that social currency is in full swing

Transcript

  • 1.
  • 2. Who wants my Content? AUDIENCE
  • 3. Sociographic Profiling Source: Forrester “The Groundswell 2007 Determine “HOW” your audience consumes information. Know the “TYPE” of content you have or need to develop. Spectators want to “READ” more information. Is this your audience? Align your content strategy to accommodate Note the difference between age groups. “ JOINERS” are less likely to be in Social Networks so adjust Strategy to Email Strategy to reach this audience type “ CRITICS” increase here so look at Blogs, Comments and Wiki’s to distribute your content. This audience wants Engagement Content
  • 4. CONTENT VALUE CHAIN Sales Sheets Blog Posts Vignettes Articles White Papers Case Studies Buyers Guides High Value Buyers Guides, Scorecards, Vignettes Content with higher value, such as White Papers, Case Studies Content such as Blog Posts, Articles that are more frequent Medium Value Low Value
  • 5. Engagement & Content Analysis ENGAGE 3 Analyze Content, Messaging for perceived value-adjust as needed Look to Page View times, based on Content Value for clues Was there a problem with content, UI at website? Determine if Engagement correlates to Conversions
  • 6. Matching Content to Spectators SPECTATORS Read Blogs Watch Video from other users Listen to Podcasts Read online Forums Read Customer Ratings & Reviews CONTENT Create “Guides” and other content to download as part of the Blog Build a YouTube Channel, create videos Own a Podcast Channel, update content Add links to content Add links to content, add ratings and reviews to your website Source: Forrester “The Groundswell 2007
  • 7. Engagement & Content Analysis ENGAGE 3 Analyze Content, Messaging for perceived value-adjust as needed Look to Page View times, based on Content Value for clues Was there a problem with content, UI at website? Determine if Engagement correlates to Conversions
  • 8. WHAT WE’LL LEARN Match Content to Audiences Consumption Types Match Content to Frequencies of Readers AUDIENCE 1 EVALUATE 2 Gauge Content to Online Behaviors Evaluate Audience against customers
  • 9. ENGAGE 3 MEASUREMENT 4 WHAT WE’LL LEARN Analyze how well your Content goes viral against audiences and Communities Adjust Content Types to Analytics Track Content Value based on Sharing among Communities Correlate Content Consumption against Sales and Conversions
  • 10. Correlation of Sales to Content Refine message, content and offer to test audience Trend indicates a correlation
  • 11. Register for Webinar at 1:00PM on Friday May 28