Getting Results From Social Networking

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Social Media and Social Networking:
What is the business benefit for me?
How do I get started? What tools should I use?
What could go wrong if I just “get it out there” without a strategy?
How much effort is this going to take? _How do I manage it?
How do I know if I’m successful?

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Getting Results From Social Networking

  1. 1. Getting Results from Social Networking<br />John Whalen, PhD<br />Director, User Experience and Design, e.magination<br />
  2. 2. And also brought to you by:<br />I’ve used social to deliver social.<br />Check out my favorites on slideshare:<br />David Armano<br />Marta Kagan<br />Erin Malone<br />Jesse McMullin<br />Hubspot<br />Tara Hunt<br />Billy Fischer<br />
  3. 3. Also brought to you by:<br />
  4. 4.
  5. 5.
  6. 6. 100,000,000 videos <br />(65,000 new videos/day)<br />200,000,000 blogs<br />
  7. 7. 39% subscribe to an RSS feed<br />57% have joined a social network<br />55% have uploaded photos<br />83% have watched video clips<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12. Agenda<br />What is the business benefit for me?<br />How do I get started? What tools should I use?<br />What could go wrong if I just “get it out there” without a strategy?<br />How much effort is this going to take? How do I manage it?<br />How do I know if I’m successful?<br />
  13. 13. ROI<br />
  14. 14. 70,000 Ideas for Starbucks<br />
  15. 15. Benefits of Using Social Media<br />
  16. 16. Benefits of Using Social Media<br />
  17. 17. Lead Generation: Content -&gt; Customers<br />
  18. 18. Google Optimization<br />
  19. 19. More blogging means more visitors…<br />
  20. 20. Social is to $ as PPC is to $$$<br />
  21. 21. Why social media?<br />Incredible growth in usage<br />Lead Generation<br />Low cost<br />Build community<br />Demonstrate expertise<br />Listen to your audience<br />Highly targeted <br />
  22. 22. Fencing Company<br />
  23. 23. Social Media Penetration<br />
  24. 24. Agenda<br />What is the business benefit for me?<br />How do I get started? What tools should I use?<br />What could go wrong if I just “get it out there” without a strategy?<br />How much effort is this going to take? How do I manage it?<br />How do I know if I’m successful?<br />
  25. 25. How to get started<br />
  26. 26. Places to Listen<br />Twitter<br />Blogsearch.google.com<br />
  27. 27. Participate in Q&A<br />
  28. 28. Know how your audience participates<br />
  29. 29. Determine how you’ll participate<br />
  30. 30. Be Useful<br />
  31. 31. Think Reference (that is SEO tuned)<br />
  32. 32. Where<br />
  33. 33. Measurement: Return on … Engagement?<br />Long Term: Leads &gt; Customers<br />Short Term<br />Views<br />Comments<br />Uploads<br />Reviews<br />Retweets<br />
  34. 34. Agenda<br />What is the business benefit for me?<br />How do I get started? What tools should I use?<br />What could go wrong if I just “get it out there” without a strategy?<br />How much effort is this going to take? How do I manage it?<br />How do I know if I’m successful?<br />
  35. 35. WIIFM?<br />
  36. 36. Think like your audience<br />
  37. 37. Think about what gets shared<br />
  38. 38. Think about goals<br />Lead Generation<br />Low cost<br />Build community<br />Demonstrate expertise<br />Listen to your audience<br />
  39. 39. Build a Web Strategy<br />e.magination recommends:<br />Know your goals<br />Know how/where your audience is in the social space<br />Figure out who’s making the content<br />Know your metrics for success<br />
  40. 40. Agenda<br />What is the business benefit for me?<br />How do I get started? What tools should I use?<br />What could go wrong if I just “get it out there” without a strategy?<br />How much effort is this going to take? How do I manage it?<br />How do I know if I’m successful?<br />
  41. 41. The Tough Questions<br />Who will utilize social media?<br />Do you need an internal policy?<br />Who will be responsible?<br />How can we fit this into your day?<br />How will you handle negativity?<br />Are you willing to take risks?<br />How will you measure the results?<br />
  42. 42. What can you continually produce?<br />Publish list of links<br />Take recent experience and share it<br />Answer questions you received recently<br />Comment on other articles<br />Check your email outbox<br />
  43. 43. Who else could produce the content?<br />Your friendly neighborhood consultancy…<br />Starts with an “e.”<br />Ends in “magination”<br />
  44. 44. Agenda<br />What is the business benefit for me?<br />How do I get started? What tools should I use?<br />What could go wrong if I just “get it out there” without a strategy?<br />How much effort is this going to take? How do I manage it?<br />How do I know if I’m successful?<br />
  45. 45. What was the goal?<br />Lead generation<br />Thought leadership<br />Building Community<br />Leads<br />
  46. 46. Twitter Followers?<br />
  47. 47. Blog Followers?<br />
  48. 48. Customers!<br />
  49. 49. Don’t forget the non-financial impact<br />
  50. 50. In Summary<br />Listen<br />Know your audience<br />Answer “WIIFM”<br />Plan<br />Know your goals<br />Know how/where your audience is in the social space<br />Figure out who’s making the content<br />Know your metrics for success<br />Create, Experiment<br />Be authentic, speak like a human, give to get<br />Experiment, Measure and Adjust<br />Manage Well<br />Learn how to effectively participate socially<br />Have your site ready for conversion<br />It’s a slow process<br />Be ready to answer ROI questions<br />
  51. 51. Thank you!<br />John Whalen, PhD<br />Director, User Experience<br />Twitter: @johnwhalen<br />Email: john.whalen@emagination.com<br />LinkedIn: http://www.linkedin.com/in/johnwhalen<br />

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