My Slides from speaking to Harvard's Social Media Marketing class

Managing and Measuring Social Media
© 2010 Awareness

Aboot Me
David Carter
CTO of Awareness Inc.
David.carter@awarenessnetworks.com
@dkrcarter
My condensed bio….
Managed a restaurant
A Stock market Analyst
A Marketer at Microsoft
An Entrepreneur
CTO at Awareness Inc.
© 2010 Awareness CONFIDENTIAL

The Gist of my talk
Social Media isn’t that new
Its evolution is very similar to other media
There are a few categories of tools for Social media and marketing
Good Social Media is part of a bigger content marketing strategy
There is a ton of stuff to measure outside of Social Media
You can prove the impact of social media and pass the “so what?” test

Tools for Marketers and Social Media
Monitoring
Listen across the internet for use of your companies brand terms
Competitors
Products
Topics of Interest
Measure your “share of voice” over time
Is our brand associated with key topics
What percentage of those conversations are we
Listen & Respond
Be part of the conversation
Track incidents

Facebook Apps and Fan Management
Set up engaging pages as Facebook apps
Offer a “pre-like” message
Overdrive covered a lot of this
These are great ways to get a lot of info and provide
Games
Contests
Within the Facebook UI.

Social Media Marketing Systems
Manage who can publish where?
Publish a single piece of content to lots of different places
Twitter, Facebook, YouTube, Flickr etc.
Listen/Converse inside social media
Monitor comments
Measure measuremeasure
What channels garnered the most interaction
Who commented?
What was the sentiment of a post?
Are we getting more fans?

Stuff you can measure
Fans/Followers
Comments
Commenters
Sentiment
Influence
Clicks
Views
Favorites/Likes

How do any of those drive business for a company?
If they do how do you prove it?

Understanding Customer Lifecycle
What are you using social media for?
Awareness
Consideration
Trial
Adoption/Purchase
Loyalty
Referral
What is the “conversion activity” your company is looking for?

Other Digital Marketing – Marketing Automation
Content Marketing
Create compelling content, make people fill out a form to get it
Use the content as implied interest, and follow up with a sales tactic
Web Tracking and metrics
Track pages visited, frequency
Use the pages as implied interest
Email marketing
Email relevant content
Track opens, clicks
Use the clicks as implied interest

Combine Systems to Paint a Detailed Picture
Should A Salesperson Call?
What do you say
online
What pages on our site
did you visit
What you say to us
directly
What emails did you
open
What FB pages
do you LIKE
What emails links did
you click
What did you buy
What drove that?

If you can’t Sell… Amplify
Awareness
Consideration
Trial
Adoption/Purchase
Loyalty
Referral

Facebook’s Recent Changes
Developers can register activities as part of their Facebook apps
David ran 6.4kms today
Peter baked a cake with the help of AllRecipes.com
Sally reviewed her iPhone 5 and gave it 5 out of 5
Mary bought a camera from Bestbuy
Facebook wants to give marketers even more information about your activities AND they don’t want you to have to context

http://diy-marketing.blogspot.com	283
http://feeds.feedburner.com	12
http://social-media-marketing-2012.blogspot.com	11
http://www.diy-marketing.blogspot.com	10
http://diy-marketing.blogspot.in	4
http://www.blogger.com	3
http://translate.googleusercontent.com	2
http://diy-marketing.blogspot.co.uk	2
http://creamfields.pl	1
http://marketinganalysts.blogspot.com	1

My Slides from speaking to Harvard's Social Media Marketing class

by Awareness Inc. on Sep 29, 2011

Accessibility

Upload Details

Usage Rights

10 Embeds 329

Statistics

My Slides from speaking to Harvard’s Social Media Marketing class — Presentation Transcript