2. According To Wikipedia
Social Media is…
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
3. According To Wikipedia
Social Media is…
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
(YAWN)
20. Each day, the equivalent of the
population of the entire state of Texas
joins Facebook
20
21. Each day, more information is tweeted than is
held in the entire Library of Congress
22. Each day, more video content is uploaded
onto the internet than the entire output of
Hollywood from the beginning of time
23. Stat Attack!
• The most amazing thing about those stats?
24. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
25. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
• Actually – they are pretty close to the truth
26. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
We get it - Social Media is huge,
• Actually – they are pretty close to the truth
enormous, gigantic....
27. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
There isn‟t really an adequate adjective
• Actually – they are pretty close to the truth
to describe it in its fullness
29. Social Media is an Information Jungle
We are all trying to make sense of
30. For a lot of companies it looks a bit like this
OK, let‟s
Need Where‟s
The
What
should we
just go
content Budget? do? with what
we have
Who‟s
Refer to Execs & What‟s it for responsible
Marketing Managers anyway? for this
anyway?
Actually,
Talk to Still Need Going In
make that
global Content Circles
PR
31. For a lot of companies it looks a bit like this
OK, let‟s
Need Where‟s
The
What
should we
just go
content Budget? do? with what
we have
Refer to
A headache.
Execs & What‟s it for
Who‟s
responsible
Marketing Managers anyway? for this
anyway?
Actually,
Talk to Still Need Going In
make that
global Content Circles
PR
33. What are our
Who is our priorities?
target
audience?
What info do we have that would
be useful/of interest?
34. What are our
Who is our priorities?
target
audience?
Sometimes the most basic
questions are the most important
What info do we have that would
be useful/of interest?
35. A “Map and Compass”
For Social Media Explorers
36. Approve
Plan
Post
Content
Analyze
Interact
& Report
37. Approve
Plan
Post
Content
An adaptive workflow is crucial
Analyze
Interact
& Report
37
38. Audience
Acquisition
ESSENTIAL
INGREDIENTS FOR
A STRONG SOCIAL
MEDIA PRESENCE
Content Platform
Optimisation Optimisation
39. Audience
Acquisition
Experience helps
Some factors areFOR
ESSENTIAL
INGREDIENTS
consistent
A STRONG SOCIAL
MEDIA PRESENCE
Content Platform
Optimisation Optimisation
39
48. Content Optimisation Example: NFO
• EdgeRank is Facebook‟s algorithm that determines
when and how a post is shown in a users Newsfeed
• Using Newsfeed Optimisation, or NFO, we change the
way we post content in order to raise impressions and
levels of engagement
49. Some Features of Newsfeed Optimisation
• Keep posts social – less of the corporate
brochure-speak
• Optimise post types (images, videos, polls, fill in
the blank etc.) and timings
• Focus more on trivia and miscellaneous items to
build an affinity
• Ask more questions, Invite passionate debate, use
humour
• Tip the balance in favour of sharing instead of self-
promotion
• Recognise your fans‟ awesomeness
58. The
REA Model
Reach
Market Share/ Brand Awareness
Getting users to your site
KPIs
Unique Users
Visits
Pageviews
Newsletter Signups
Search Market Share
Facebook Fans
Twitter Followers
YouTube Subscribers
Earned Impressions
- Newsfeed Impressions
- Re-tweet Impressions
Organic Uplift
Paid Impressions
Reach
Frequency
Unique Audience Delivered
eGRPs
59. The REA
Model
Engagement
Building brand equity
Getting users to spend time
with you
KPIs
Time Spent on Site
Page views Per User
Page views Per Visit
Bounce Rate
Repeat Visits
Conversation Rate
- Comment
Amplification Rate
- Shares & Re-tweets
Applause Rate
- Likes & +1’s
Social Media Interaction Rate
- People Talking About This
Subscriber/ Fan/ Follower
Signup Rate
Rich Media Engagement Rate
Rich Media Time Spent
Ad Click Thru Rate
60. The REA
Model
Activation
Building Value/ Lead Generation
Turning fans into participants
KPIs
Activation Conversion Rate
Participant Value
Participation Value
Post-Activation Engagement Rate
Participant Virality
Re-activation Rate
Inferred Economic Value
Customer Lifetime Value
61. The REA Model
Reach Engagement Activation
Building Market Share Building brand equity Building Value
Paid
Display, PPC,
Affiliates
Owned
Websites
Social Channels
Email
Earned
Social WoM
SEO
Analytics & Optimisation
Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance
Housekeeping, change requests, Implement remedial fixes
62. The REA Model
Reach Engagement Activation
Building Market Share Building brand equity Building Value
Paid
Display, PPC,
Affiliates
Owned
Websites
Social Channels
Email
Now we have
Earned an activation strategy
Social WoM
SEO
Analytics & Optimisation
Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance
Housekeeping, change requests, Implement remedial fixes
64. Benchmarking
Total Audience
Total Sample Size
Comments Modeling Variables
Likes
Engagement (Comments + Likes)
Total Impressions
Avg Impressions Per Post
(Total Impressions divided by Sample Size)
Reach
Total Impressions rate
(Avg Impressions divided by Total Audience)
Engagement rate by impressions
(Engagement divided by avg impressions)
Engagement
Total Engagement Rate
(Engagement divided by total fan numbers)
65. Benchmarking
Total Audience
Total Sample Size
Comments Modeling Variables
Likes
Engagement (Comments + Likes)
Total Impressions
Now we have a
Avg Impressions Per Post
(Total Impressions divided by Sample Size)
benchmarking model
Reach
Total Impressions rate
(Avg Impressions divided by Total Audience)
Engagement rate by impressions
(Engagement divided by avg impressions)
Engagement
Total Engagement Rate
(Engagement divided by total fan numbers)
66. As a wise man once said
The present is a gift. Here are some gifts