This video received 540,603 views on YouTube. (And has generated just about nothing tangible for its creator).
Using Social Media Technology to Drive Measurable Business Value “ For me, transparency is a competitive weapon." ~ Sun COO Jonathan Schwartz on why he blogs Presented by: Jason Voiovich Ecra Creative Group 651.209.2778 or [email_address]
What do we really want?
Understand how social media works as a marketing channel
Understand it as more than "blogging" and "podcasting" - although that (can be) part of it
Understand how to graft a business process onto a repeatable model for success
 Develop a simple framework to guide us through the process of analyzing any social media marketing channel
 Select three distinct examples:
Catalog/Product sales support
Distribution: Content Layer
Rule #1: Content is King.
Fresh and original Timely and updated Multiple media types
Bridge: Enabling Layer
Rule #2: Get your hooks in it.
Depending on your goal, select a technology platform that will serve as the bridge between your content and social media technology.
Distribution: Social Media Layer
Rule #3: Be ready to experiment.
We can make educated guesses about who to reach and why they would care, but social media is a dynamic, ever-changing chaotic environment. Simple answer: Go wide first, then refine.
Content Enabler Social Media
Feedback: Analytics Loop Content Enabler Social Media
“Give it a chance.” HealthcareScoop.com now boasts 1241 stories. (And a meaningful revenue generator and positioning tool for Consumer Aware, but it took 12 months.)
Example 1: excelcycle
- Sell finished bicycles
- Move older inventory (when new models come out)
- Sell clothing and accessories
- Schedule service appointment and encourage more
- Build a tight-knit "community" of riders to boost repeat sales and differentiate their store
excelcycle Content Layer Content Enabler Social Media Finished Cycles Complete specifications (from the mfg) Excel's "take" (not just the mfg's) Mfg photos Excel's own photos Video of the cycle in use
excelcycle Content Layer Content Enabler Social Media Parts, Clothing & Accessories Complete specifications (from the mfg) Excel's "take" (not just the mfg's) Mfg photos Excel's own photos Video of the cycle in use
excelcycle Content Layer Content Enabler Social Media Service Appointments Details and packages Before/After photos Videos of maintenance in action Training videos (DIY crowd); build vision of expertise
excelcycle Content Layer Content Enabler Social Media Community Invest their own time in "rides" and "lifestyle" activities Cycling advice and commentary (written) Training courses
excelcycle Enabling Layer Content Enabler Social Media Enabling Technology Online store (tied into their store's sales and ERP system) eBay store Email distribution and tracking system Scheduling software
excelcycle Social Media Layer Content Enabler Social Media Social Media YouTube (videos) Flickr (photos) Google Ads, etc Blog Facebook group and page Google Calendar
excelcycle Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? YouTube viewers: Clicks to product or service featured Flickr viewers: Clicks to product or service featured Facebook: Activity level in community, number of riders who show up at events Track backs through blog, Facebook, YouTube, etc to their store or the eBay store Email clickthroughs to site, store
Example 2: Jason Voiovich
Not trying to ‘sell’ anything Stay top-of-mind with my entire network Build a personal brand Maintain ‘warm contacts’
Jason Voiovich Content Layer Content Enabler Social Media Goal: Demonstrate Expertise State of the Brand brand Written content Audio content/version Weekly schedule
Jason Voiovich Enabling Layer Content Enabler Social Media Enabling Technology Email distribution Online blog (as a repository of content) iTunes (for podcasts)
Jason Voiovich Social Media Layer Content Enabler Social Media Social Media Blog Catalog, Technorati, Blog Carnivals Pull-In to Facebook page ( personal network) Pull-In to LinkedIn page ( professional network) Twin Cities Business (syndication)
Jason Voiovich Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? Overall number of recipients Email views, new viewers, click-through, subscriptions Direct phone calls or inquiries Comments (any media) iTunes subscriptions Success of ‘re-warming’ efforts Speaking opportunities Non-referral chain awareness
Example 3: Competitive Intel
Essentially, social media “in reverse” Companies publish (or let slip) detailed information Get a sense for market conditions prior to product launch Gain perspective on competitive bidders Outflank market position on an existing line
Comp Intel Content Layer Content Enabler Social Media
Goal: What do you want to know/protect
Want to know:
Price ranges paid
Customer satisfaction levels
Want to protect:
Our own feature set
Results of our own customer tests
Comp Intel Enabling Layer Content Enabler Social Media Enabling Technology You need a central place to collect information from multiple sources.
Comp Intel Social Media Layer Content Enabler Social Media Where do you get data? RSS feeds on new posts and comments from guitar blogs Pricing updates from eBay store, Best Buy, Guitar Center Facebook guitar groups (free to join) “ Test posts” (to gauge reaction to an idea anonymously)
Comp Intel Feedback Loop Content Enabler Social Media Feedback Loop: What to measure? Content analysis of blog posts, comments, and ratings (provide good feedback for product development) Response to our own “test marketing” in the social media community (using established sources) Pricing patterns on eBay stores (“to the moment” pricing information)
Other Business Objectives
What else could you accomplish?
Twitter-enabled customer service Text message phone software sales & opinion polling New product training
Social media technology – even now – is very new; usually used in support of other efforts
Be wary of “tactical” approaches (i.e. “I want to have a viral video”)
Understand and invest in the ongoing effort it will take to build these ‘loose’ relationships that are at the core of social networks
Decide if a social media channel is really worth the effort it will take. Social Media marketing is not “free” (at least, not free for you).
Define measurable objectives that can be tracked via analytics data
Develop a “working bank” of content to seed your initial efforts and ensure you can keep up the effort long-term
Get assistance with the technology – or the entire process – if you need it. This is a marketing investment like any other. Treat it like one.