Getting Results from Social NetworkingJohn Whalen, PhDDirector, User Experience and Design, e.magination

And also brought to you by:I’ve used social to deliver social.Check out my favorites on slideshare:David ArmanoMarta KaganErin MaloneJesse McMullinHubspotTara HuntBilly Fischer

Also brought to you by:

100,000,000 videos (65,000 new videos/day)200,000,000 blogs

39% subscribe to an RSS feed57% have joined a social network55% have uploaded photos83% have watched video clips

AgendaWhat 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?

ROI

70,000 Ideas for Starbucks

Benefits of Using Social Media

Benefits of Using Social Media

Lead Generation: Content -> Customers

Google Optimization

More blogging means more visitors…

Social is to $ as PPC is to $$$

Why social media?Incredible growth in usageLead GenerationLow costBuild communityDemonstrate expertiseListen to your audienceHighly targeted

Fencing Company

Social Media Penetration

AgendaWhat 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?

How to get started

Places to ListenTwitterBlogsearch.google.com

Participate in Q&A

Know how your audience participates

Determine how you’ll participate

Be Useful

Think Reference (that is SEO tuned)

Where

Measurement: Return on … Engagement?Long Term: Leads > CustomersShort TermViewsCommentsUploadsReviewsRetweets

AgendaWhat 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?

WIIFM?

Think like your audience

Think about what gets shared

Think about goalsLead GenerationLow costBuild communityDemonstrate expertiseListen to your audience

Build a Web Strategye.magination recommends:Know your goalsKnow how/where your audience is in the social spaceFigure out who’s making the contentKnow your metrics for success

AgendaWhat 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?

The Tough QuestionsWho will utilize social media?Do you need an internal policy?Who will be responsible?How can we fit this into your day?How will you handle negativity?Are you willing to take risks?How will you measure the results?

What can you continually produce?Publish list of linksTake recent experience and share itAnswer questions you received recentlyComment on other articlesCheck your email outbox

Who else could produce the content?Your friendly neighborhood consultancy…Starts with an “e.”Ends in “magination”

AgendaWhat 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?

What was the goal?Lead generationThought leadershipBuilding CommunityLeads

Twitter Followers?

Blog Followers?

Customers!

Don’t forget the non-financial impact

In SummaryListenKnow your audienceAnswer “WIIFM”PlanKnow your goalsKnow how/where your audience is in the social spaceFigure out who’s making the contentKnow your metrics for successCreate, ExperimentBe authentic, speak like a human, give to getExperiment, Measure and AdjustManage WellLearn how to effectively participate sociallyHave your site ready for conversionIt’s a slow processBe ready to answer ROI questions

Thank you!John Whalen, PhDDirector, User ExperienceTwitter: @johnwhalenEmail: john.whalen@emagination.comLinkedIn: http://www.linkedin.com/in/johnwhalen