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Social Media: You Can't Measure If You Don't Plan

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Presentation I recently did for the Hartford Business Jo

Presentation I recently did for the Hartford Business Jo

Published in: Economy & Finance, Business
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  • 1. YOU CAN’T MEASURE
    IF YOU DON’T PLAN
  • 2. YOU CANMEASURE
    IF YOUPLAN
  • 3. Derek Beere
    New Media Manager, Mason Inc.
    @derekbeere
  • 4.
  • 5.
  • 6. Measure
    Sales, profits, advertising, public relations, marketing, employees and the list goes on and on…
  • 7.
  • 8. Defined objectives
    Clear strategy
    Expected goals
  • 9.
  • 10. Lots Fail
    Many brands fail because they jump into social media with no understanding of what they want out of it.
  • 11. Not Just A Cool Thing To Do
    Social media needs to be fused with all of your marketing efforts and a part of your brand.
  • 12.
  • 13.
  • 14. Our Role Has Changed
    Not just about billboards, press releases and the traditional.
    (Traditional is still important!)
  • 15. Instant Gratification Era
    Forces brands to be quick, responsive and more connected.
  • 16. We Get It
    We need to be connected.
    But what now?
  • 17.
  • 18.
  • 19. Look At Yourself
    Evaluate yourself. What traditional channels do you use?
  • 20. Website?
    TV?
    Radio?
    Direct Mail?
    Outreach?
    PR?
    Newsletters?
  • 21. Asking the Tough Questions
    How well are these channels working?
    Are they reaching who we want?
    Where do they fall short?
  • 22. Asking the Tough Questions
    Asking these questions will remind you of who you are and who you want to be.
    Also shows you how social media can be used to help.
  • 23.
  • 24. You Will Gain
    A better understanding of your brand presence
    Online communities you should join
    Values you should promote
    Attitudes you should change
    Influencers
  • 25. Identify
    Identify where the conversations about your brand, product or service are happening.
  • 26. Develop
    Develop a strategy, including content, policies, goals, tone…
  • 27. Don’t get confused…
    “Communities already exist. Instead, think about how you can help that community do what it wants to do.”
    - Mark Zuckerberg, CEO, Facebook
  • 28. Establish a presence
    Where are you going to speak?
  • 29. Actively Engage
    Content, content, content…
  • 30. How To Measure
    Followers, engagement, conversations, action, conversions, brand awareness…
  • 31. Using Social Media for?
    Customer service? Promotions? News? Ask these questions!
  • 32.
  • 33.
  • 34.
  • 35. WE HAVE HEARD THESE
  • 36.
  • 37. About Connex Credit Union
    One of CT’s largest credit unions
    Established in 1940
    AT&T, SNET
  • 38. About Connex Credit Union
    Mission Statement
    Improving the lives of our members…
    one member at a time
  • 39. About Connex Credit Union
    Corporate Giving
    Donates more than $10,000 each year to various local organizations
  • 40. Connex and Social Media
  • 41. Connex and Social Media
    Existing blog
    Establish social media
    Blog to serve as content
    Social channels to connect, engage and offer something
  • 42. Situation
    After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.
  • 43. Challenge
    Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.
  • 44. Solution
    Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan.
    The holiday social was born.
  • 45. Concept
    Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank.
    $1 provides 3.6 meals
  • 46. Objectives
    Support a worthwhile cause during holidays
    Increase Facebook “Likes”
    Engage and interact
    Increase overall awareness
    Earn media coverage
  • 47. Support
    Social media
    Banner ads on websites (radio)
    In branch flyers to members
    Connex website
    Community partners
  • 48. Facebook Tab
  • 49. Email To Members
  • 50. Branch Flyers
  • 51. Connex Website Banner
  • 52. Website Banners
  • 53.
  • 54. What did we measure?
  • 55. Based on our objectives
    Support a worthwhile cause during holidays
    Increase Facebook “Likes”
    Engage and interact
    Increase overall awareness
    Earn media coverage
  • 56. Results
    More than doubled Facebook “likes”
    Increased engagement
    Raised $324, or 1,170 meals
    Earned media coverage (before, after)
    Reposts by other businesses and people
  • 57. Continued Engagement
    Financial tips
    Resources
    Other ways to save, such as Groupon
    Connex news
    Closings
    Workshops
    Other communication
  • 58. How We Did It
    We planned first and then wemeasured!
  • 59. How else can we measure?
  • 60.
  • 61.
  • 62. Enterprise social media monitoring
    Multi-brand and agency interface
    Rich interface
    Track mentions, keywords
    Measure sentiment
    “Robust”
  • 63. Free tools
    Tweetdeck
    Hootsuite
    Twitter
    Facebook insights
  • 64. Human Ability

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