Social Media Marketing what business owners should know ..


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Elizabeth Quintanilla, Marketing Gunslinger, gave this presentation: "Social Media Marketing what business owners should know .." to business owners considering social media as part of their Marketing Mix.

Presentation includes a discusion of social media monitoring tools, 101 ways to measure Social Media Return on Investment (ROI), the ABC's of Social Media, and more!

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  • Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.
  • Social Media Marketing what business owners should know ..

    1. 1. Social Media Marketing Are you ready to learn? Ready to play well with others?Get Ready to Tweet, Check-In, Like, and Share …
    2. 2. EQ Who? @equintanilla
    3. 3. Be Seen –Don’t expect to be found!!
    4. 4. Take A Risk – Show some Personality
    5. 5. Sea of Shared Knowledge I had (and still have) a dream that the web could beless of a television channel and more of aninteractive sea of shared knowledge. I imagineit immersing us as a warm, friendly environmentmade of the things we and our friends haveseen, heard, believe or have figured out. I would like itto bring our friends and colleagues closer, inthat by working on this knowledge together we cancome to better understandings. Tim Berners-Lee (1995 @MIT)
    6. 6. “If you don’t know HOW toUSE Social Media as a Networking Tool, Then You are probably not very marketable in the first place…..” - anonymous
    7. 7. Not a Fish but What is this?
    8. 8. Funnel – “Social Word of Mouth” – Dave Evans
    9. 9. Google your name and your company!
    10. 10. People Search / Company Search Brands are not just for companiesanymore. We all have our ownunique personal brand!How do you want to be remembered?
    11. 11. Online Marketing & Promotion• Search engines: your primary marketing tool • Almost 90% of Internet users today use search engines to find information. • Utilize “local” search function on search engines. •• What are people searching for? (Keywords)• How does your website rank? • Monitor your search engine rankings.
    12. 12. Small Business Is ABOUT Relationships• Compete with the big dogs• You know your Customers know Personally• Your business DEPENDS on that relationship…• Social media deepens relationships…• YOU have the advantage in Social Media!
    13. 13. HelpPeopleComeTogether!
    14. 14. Social Media Profiles
    15. 15. Fans
    16. 16. 4 Guys – 1 Taco Blog => New YorkTimes!
    17. 17. Social Media Profiles – Personal Branding
    18. 18. Keywords and Twitter TogetherEasy to get started .. Start by Listening and …Search for your keywords in Austin at: search.twitter.comIf you don’t get any results, try broader or different keywords or start a new conversation ..
    19. 19. LinkedIn – Overlooked yet Powerful
    20. 20. Write a Bio! Short and Sweet! Positive, people-oriented, and performance-driven Market Detective, collaborator, consultant, and speaker who focuses on understanding the customer perspective. Consulting on a variety of topics, which include web technologies and strategies, social business and media, product management and marketing.

With broad-base experience in multiple industries including both aerospace and IT industries, an expert communicator who can effectively explain complex concepts in understandable terms. Recognized for strong interpersonal skills and delivering high- quality creative solutions to ensure product and customer success. Additionally, actively involved in the community with interests ranging from both the technical and business arenas. 
Finished an MBA program at UT-Austin which allowed me to develop additional skills to define what makes a project successful while focusing on understanding, measuring, improving individual, team, and organizational performance all while understanding customer and market needs.What Are Your Keywords?
    21. 21. Content: Not just wordsContent: Any form of published information Not just what is written in the paper! Don’t expect PRIVACY IN SOCIAL MEDIA!!!
    22. 22. Secret to Content that sticks!Have a consistent, relevant and valuable message to a targeted group of people.Content is King but has to connect with your customers!!!
    23. 23. Connect with Objectives • E - ENTERTAINING • I - INFORMATIONAL • E - EDUCATIONAL • I - INSPIRATIONAL • O – OBJECTIVE: What was the point of doing all the work?Source:
    24. 24. Unburritable!
    25. 25. Engagement – Not just a ring
    26. 26. Engagement CommitmentRelevant (Timely Time and resources areand interesting) devoted to building a The audience cares foundation – content,about and enjoys this community, feedbackcontent The internal team is Messages are on Talkable: Have a invested in the effort, helps Connection: Buildbrand and reflect the conversation your community generate conversation andcore benefits of the People are interacting feels the benefits of aorganization in audience more frequently, or more Builds connections: growing communityperspective People are sharing and deeply make recommendations daily People try things from peer recommendations 31
    27. 27. Creating Advocates INSPIRE EQUIP MOBILIZE Inspire people to take action Equip people with Mobilize people & networks to that changes the world skills, knowledge & abilities take action. •Engage •Passion •Educate •Call to Action •Story •Skills •Resources •Create Possibilities •Abilities •Step by step •Connect •knowledge •Online/offline Transition •Open Doors •Information • Incentives •Be Relevant •How to’s •Create Advocates •Diverse & Inclusive •Leadership •Innovate •Talking Points •Create RelationshipsSource: Cultural Strategies - www.cultural-strategies.comArmando Rayo, VP, Engagement -
    28. 28. Online Marketing & Promotion• Start with a descriptive domain name.• Submit to the top engines• Focus on a great homepage.• Create Landing Pages for each campaign• Develop a content rich pages.• Keep an eye on your competition.• Let other sites know about your site and how to link to it.• Consider "pay per click" strategies. Both Google & Facebook• Review your Activity logs or "server statistics”.
    29. 29. # 1: Never the product always the passion!! • Reframe conversation • Not about the product • Is about the customer • What role does product play in customer lives?
    30. 30. # 2: Never is it just online • Buzz is not Twitter • Tweets don’t matter • Find all Customer Touch Points • People believe those recommendations from peeps they know, like, and trust!
    31. 31. # 3: Make your advocates feel like Rock Stars!! • Lift up your customers • Show your appreciation by acknowledgment • Say “Gracias, Merci, …” • Not just free trips on American Airlines
    32. 32. Remind CustomersWhat We Do and Want Them TO DO …
    33. 33. Many Options in ToolsPhoto of Brian Massey (@bmassey) teaching about website conversion
    34. 34. Tools and More Tools• Google Alerts• Alterian – SM2• Bing• Technorati• Tiny.url• BuzzStream• Radian6 (NOT FREE!!!)• Hubspot – check out all their tools• Hootsuite• SproutSocial• monitter• Trendrr• Klout• PeerIndex• Twitalyzer• Tracker• Get Satisfaction
    35. 35. Develop Relationships and participate in chats!Interact with thought leaders in industry, professional,Or Common Interests!
    36. 36. 100+ Ways to Measure ROI of Social MediaInspired by Post:
    37. 37. # 1 - #5 Ways to Measure: Social Media ROI (BUZZ!!!)1. Volume of consumer-created buzz for a brand based on number of posts2. Amount of buzz based on number of impressions3. Shift in buzz over time4. Buzz by time of day5. Seasonality of buzz
    38. 38. # 6 - #9 Ways to Measure: Social Media ROI (BUZZ continues)6. Competitive buzz7. Buzz by category / topic8. Buzz by social channel (forums, social networks, blogs, Twitter, etc)9. Buzz by stage in purchase funnel (researching vs. completing transaction vs. post-purchase)
    39. 39. # 10 - #12 Ways to Measure: Social Media ROI (Video and Media)10. Mainstream media mentions11. Embeds / Installs12. Asset popularity (e.g., if several videos are available to embed, which is used more)
    40. 40. # 13 - #19 Ways to Measure: Social Media ROI13. Fans14. Followers15. Friends16. Rate of virality / pass-along17. Change in virality rates over time18.Growth rate of fans, followers, and friends19. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)
    41. 41. # 20 - #23 Ways to Measure: Social Media ROI20. User-initiated views21. Ratio of embeds to favorites to views22. Downloads23. Uploads
    42. 42. # 24 - #29 Ways to Measure: Social Media ROI24. Subscriptions (RSS, podcasts, video series)25. Pageviews (for blogs, microsites, etc)26. Social bookmarks27. Likes / favorites28. Comments29. Ratings
    43. 43. #30 - #37 Ways to Measure: Social Media ROI30. Effective CPM based on spend per impressions received31. Change in search engine rankings for the site linked to through social media32. Change in search engine share of voice for all social sites promoting the brand33. Increase in searches due to social activity34. Percentage of buzz containing links35. Links ranked by influence of publishers36. Percentage of buzz containing multimedia37. Share of voice on social sites when running earned and paid media in same environment
    44. 44. # 38 - #44 Ways to Measure: Social Media ROI38. Influence of consumers reached39. Influence of publishers reached (e.g., blogs)40. Influence of brands participating in social channels41. Demographics of target audience engaged with social channels42. Demographics of audience reached through social media43. Social media habits/interests of target audience44. Geography of participating consumers
    45. 45. # 45 - #47 Ways to Measure: Social Media ROI45. Sentiment by volume of posts46. Sentiment by volume of impressions47. Shift in sentiment: before, during, and after social marketing programs
    46. 46. # 48 - #54 Ways to Measure: Social Media ROI48. Languages spoken by participating consumers49. Time spent with distributed content50. Time spent on site through social media referrals51. Method of content discovery (search, pass- along, discovery engines, etc)52. Clicks53. Percentage of traffic generated from earned media54. View-through(s)
    47. 47. # 55 - #64 Ways to Measure: Social Media ROI55. Number of interactions56. Interaction/engagement rate57. Frequency of social interactions per consumer58. Percentage of videos viewed59. Polls taken / votes received62. Number of user-generated submissions received60. Brand association61. Purchase consideration63. Exposures of virtual gifts64. Number of virtual gifts given
    48. 48. # 65 - #72 Ways to Measure: Social Media ROI65. Relative popularity of content66. Tags added67. Attributes of tags (e.g., how well they match the brands perception of itself)68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)70. Contest entries71. Number of chat room participants72. Wiki contributors
    49. 49. # 73 - #83 Ways to Measure: Social Media ROI73. Impact of offline marketing/events on social marketing programs or buzz74. User-generated content created that can be used by the marketer in other channels75. Customers assisted76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)77. Savings generated by enabling customers to connect with each other78. # of times customers helping other customers79. Customer satisfaction80. Volume of customer feedback generated81. Research & development time saved based on feedback from social media82. Suggestions implemented from social feedback83. Costs saved from not spending on traditional research
    50. 50. # 84 - #90 Ways to Measure: Social Media ROI84. Impact on online sales85. Impact on offline sales86. Discount redemption rate87. Impact on other offline behavior (e.g., TV tune-in)88. Leads generated89. Products sampled90. Visits to store locator pages
    51. 51. # 91 - #101 Ways to Measure: Social Media ROI91. Conversion change due to user ratings, reviews92. Rate of customer/visitor retention93. Impact on customer lifetime value94. Customer acquisition / retention costs through social media95. Change in market share96. Earned medias impact on results from paid media97. Responses to socially posted events98. Attendance generated at in-person events99. Employees reached (for internal programs)100. Job applications received101. Any more ideas?
    52. 52. Key Takeaway: Measuring Social Media ROI is just the start of the answer to the broader question: "How do I measure it?" Ultimately, you need to start with figuring out your business objectives and then apply these metrics accordingly.
    53. 53. A is for Analytics! B is for Blog!
    54. 54. C is for Community!
    55. 55. D is for Detective and Deliver It!
    56. 56. E is for Engagement and eNewsletters!
    57. 57. F is for flickr!G is for Google … =)
    58. 58. H is for Hosts both kinds! I is for identifying your influencers!!
    59. 59. K is for KLOUT! know your influencers …L is for Listening … Are you really listening?
    60. 60. M is for Mobile! N is for numbers!
    61. 61. O is for observations!
    62. 62. P is for Participate! Q is for QR codes!
    63. 63. R is for ROI! Return OnInvestment
    64. 64. S is for …. Search, Social Media & Surprise and Delight!!!
    65. 65. T is for Twitter!
    66. 66. U is for Unique & Unburritable!
    67. 67. V is for Video!
    68. 68. W is for Wonder! Never forget what is possible ….
    69. 69. X is for Marketing miX!
    70. 70. Y is for YOU! Z is for!