Social Media - Tips tools and techniques for measuring success

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  • A brief history of social media
  • Bulletin boards, friendster and all these technologies revolve around communication. Nothing really changes
  • A brief history of social media
  • A brief history of social media
  • A brief history of social media
  • A brief history of social media
  • A brief history of social media
  • A brief history of social media
  • We use Sailthru for transactional emails - this customer is engagedAll the links in the email are trackable in Google AnalyticsWe promote our Facebook page
  • Lisa spoke about the fundamentals. So when you start a campaign you want to do the above. It will help you understand your audience
  • Introduce the idea of capturing leads. This can be traditional CRM or other toolsConvert leads, you need to convert leads to sales or to fansNurture them - make sure you take care of them, it’s harder to build a new relationship than nurture an existing one
  • The point of doing the previous steps is to create the army. If you treat them right, make good procucts and earn ttheir trust then you have leverage
  • Fans are huge in today’s age. People do NOT trust advertising, etc. Word of mouth and trusted relationships drive everything
  • Coca cola started by consumers, the company embraced and encouraged it to it’s stage now
  • Ok who has an iPhone?
    Who tells all of their friends who don’t have one they should get one?
  • Who here has had this conversation?
    Notice the word cheaper. Social media can be cheaper but don’t think it’s gonna be free.
  • And has anyone had this answer. Maybe not immediately, but if not there’s a time when it’s coming.
  • 1st thing make sure you have analytics. Easy setup amazing tool - Free
  • We used mailchimp, most major email services have integrated google analytics into their products
  • We used mailchimp, most major email services have integrated google analytics into their products
  • Importance of tracking, it will go into analytics
  • Setting this up allows 3rd party tools to be tracked
  • tell them about their bit.ly api (we’ll post instructions after)
  • it will shorten your address, same as a nirmal but with added tracking
  • This is an example of stats
  • Make points that you can track traditional media if you drive them back to your site via unique urls.
    You can hide the tracking code, talk to your developers
  • seriously don’t forget traditional media, it still has it’s place
  • all media can be tracked with the url’s
    we can’t capture people that don’t end up on the web site
    Let’s take a look at the team meeting
  • This is an example of stats
  • make sure you follow the principals. This will help you build trust and be a better company for your customers
  • Don’t forget that social media is not free, it takes people
    data analysis - you’re going to be doing it quickly as you can re-assess daily, HOURLY
  • fake cmaping analysis, make sure they know it’s fake
  • Look at the conversion rates. Organic search will often generate more revenue, but other areas will show indicators about success rates. Look at tweaking, and refineing these areas
  • Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
  • twitter tools can help you better understand individuals
    They can help you determin influencers
  • An example for those times when you think it’s not your job
  • Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
  • Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
  • how did this all happen. I listened, when we left the event in SFO, the first thing I did was to check twitter. @adamse ahd tweeted
  • Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
  • if you don’t track it and you can’t prove the value in discussions about budgets
  • This is an example of stats
  • TRY THINGS DON’t be scared, we added links to promos.
    Idea over lunch - 1hr for web site, 8 hrs video, 2 hrs maintenence. Students (unknown) but it didn;t cost us much
    Topic shared on twitter al the way to Washington D.C by edu marketer
  • Social Media - Tips tools and techniques for measuring success

    1. 1. WHAT WILL WE COVER TODAY? A brief introduction and history of social media Four fundamentals of building a strategy How are you going to change your game?
    2. 2. FOUR FUNDAMENTALS LISTEN JOIN IN GOALS ENGAGE MEASURE
    3. 3. SOCIAL MEDIA
    4. 4. SOCIAL MEDIA
    5. 5. SOCIAL MEDIA Think of social media as any type of interaction where two or more people can share something
    6. 6. SOCIAL MEDIA Think of social media as any type of interaction where two or more people can share something Social networks, blogs, comments, email, mobile phones...
    7. 7. SOCIAL MEDIA HISTORY
    8. 8. SOCIAL MEDIA HISTORY
    9. 9. THE NEXT WAVE
    10. 10. THE BIG THREE
    11. 11. GETTING YOUR TOES WET Team, big news! We can get our toes wet
    12. 12. LISTEN, LISTEN, LISTEN
    13. 13. TOOLS FOR LISTENING
    14. 14. TOOLS FOR LISTENING
    15. 15. TOOLS FOR LISTENING
    16. 16. LET’S CREATE A CAMPAIGN Our Plan... you’re going down
    17. 17. OUR PHONE it may look like a brick but it uses telepathy
    18. 18. THE DEMOGRAPHIC Our buyerʼs age: 22 – 44 Gender: 55% male – 45% female Max income of $75,000 Education: some college to a bachelorʼs degree
    19. 19. Team, big news! A BUDGET of $10,000
    20. 20. $10,000 You get $1,000 isnʼt social media free?
    21. 21. FACEBOOK Age: 58% are 25 – 54 Education: 57% have some college or a degree Income: 35% hits the $75k target google.com/adplanner Global reach: 32.5%
    22. 22. LINKED IN Age: 71% are 25 – 54 Education: 71% have some college or a degree Income: 24% hits the $75k target google.com/adplanner Global reach: 2.6%
    23. 23. FACEBOOK AD SETUP
    24. 24. JOSH
    25. 25. LANDING PAGES
    26. 26. TRIGGERED EMAIL
    27. 27. EMAIL CAMPAIGN TOOLS
    28. 28. THE BEAUTY OF JELLY BELLIES
    29. 29. Team, big news! Yay! Jelly Bellies weʼre saving money
    30. 30. COST COMPARISON Measurement Direct Mail Email Development time 3-6 weeks 2 days Cost per Unit $1.25 per piece $0.01 Response Rate 0.1% - 2% * 5% - 15% ** * This is the equivalent of taking 1,000 pieces, picking out one and throwing the rest away ** Some email campaigns have been known to reach 34% open rate
    31. 31. STRATEGY initial research LISTEN PARTICIPATE ENGAGE
    32. 32. build customer relationships CAPTURE CONVERT NURTURE LIST
    33. 33. create an ‘army of fans’ CREATE KEEP CREATE WAYS TO GOAL LISTENING TOPICS SHARE
    34. 34. FAN ACTIVITIES Share Photos Create Fan Clubs Create Blogs Protect Your Brand Write Reviews LOYAL Create Buzz Comment FANS Help Others Invest in your brand Tell Friends
    35. 35. FAN ACTIVITIES Create Fan Clubs Share Photos Create Blogs Protect Your Brand Write Reviews LOYAL Create Buzz Comment FANS Help Others Invest in your brand Tell Friends OVER 4M FANS
    36. 36. EXAMPLES
    37. 37. “So, this can be cheaper, faster,more cost effective and our customers will like it!”
    38. 38. “So, this can be cheaper, faster,more cost effective and our customers will like it!” “If you can prove it Iʼll give you more staff and a budget.”
    39. 39. If it moves, track it clicks
    40. 40. PLANNING SAVES $$$$ google.com/analytics
    41. 41. TRACK EMAIL CAMPAIGNS TIP All major email campaign tools can integrate with analytics NOTE: You will pay for their services Good use of social media is NOT free, just cheap.
    42. 42. WHAT YOU PAY FOR
    43. 43. TRACKING LINKS TIP http://bit.ly/5Bhbjp
    44. 44. OUR FACEBOOK AD TIP Use your tracking URL in your Facebook Ad link The ensures YOU control the data for the campaign
    45. 45. TRACK YOUR TWEETS Create an account at http://bit.ly Under Account create an API key Keep it handy... weʼll be using it in a minute
    46. 46. TIP FIRST THINGS FIRST
    47. 47. FROM TWEET TO SITE
    48. 48. FROM TWEET TO SITE
    49. 49. bit.ly SUMMARY Clicks Time Period Sharing Conversations
    50. 50. ALL THE WAY THROUGH google.com/analytics
    51. 51. TRADITIONAL MEDIA Create landing pages for Radio, TV & print mediums too Use the URL builder tool to create tracking urls for each medium If you create a touch point with “visit potential” then track it.
    52. 52. TRADITIONAL MEDIA Create landing pages for Radio, TV & print mediums too Use the URL builder tool to create tracking urls for each medium If you create a touch point with “visit potential” then track it.
    53. 53. ABOUT THAT CAMPAIGN
    54. 54. Team, big news! We can show “The Man” our stuff
    55. 55. MEASURING ROI
    56. 56. MEASURING ROI “I like this tracking stuff, but how does it demonstrate our return on investment?”
    57. 57. BACK TO THE ANALYTICS overview Google Analytics can give top secret you e-commerce sales reports too! secret Products Sold Conversion Rate
    58. 58. DIGGING DEEPER These conversions come directly from links sent via automated emails sent when a user completes an action on the site. In this period 7.14% of users place another order from a link in their order confirmation email!
    59. 59. HOW’S THE BRICK?
    60. 60. SEGMENTING BY MEDIUM SOCIAL MEDIA SITES EMAIL ONLINE ADS SITE AVERAGE You can also get reports by type of medium and campaign. 0 2.25 4.5 6.75 9
    61. 61. SEGMENTING BY REGION 10 ARKANSAS CALIFORNIA NEW YORK 7.5 Analytics allows you to segment by regions 5 Our ʻcampaignʼ shows 2.5 that people in Arkansas purchase more 0 products than people in CONVERSION RATE New York or California
    62. 62. Arkansas! Team, big news! Weʼve got data, Yay! brainstorming what do we do now?
    63. 63. FIND WAYS TO SHARE SOCIAL MEDIA SITES EMAIL ONLINE ADS Email conversions were highest, surprised? SITE AVERAGE Create your plan around getting to peopleʼs inbox in the most successful region and encouraging sharing. 0 2.25 4.5 6.75 9
    64. 64. BRAINSTORM special fa cebook games deals vi a twitter photo sharing COLLECT competition EMAIL ADDRESSES video upload whitepap er signu p SMS cation aware lo p hotos
    65. 65. BACK TO THE BEGINNING LISTEN JOIN IN ENGAGE MEASURE
    66. 66. EMPLOYEE HOURS Managing Ads Creating Email Campaigns Data Analysis 8% Content Creation 16% Lead Nurturing 12% Design Web Development 12% 9% Be aware of ʻunseenʼ costs. 71% of employee hours for this campaign were focused on more 21% 21% ʻtraditionalʼ tasks.
    67. 67. SALES BREAKDOWN Number of sales Email Conversions Facebook Conversions 22% Organic Search Volume of visitors from 9% organic search show higher sales 70%
    68. 68. CONVERSION RATE Medium Conversion Rate Organic Search 5.28% Facebook 9.26% Email 13.14%
    69. 69. NURTURE YOUR LEADS Use every tool you can to understand your customer so you can meet their needs. Build trust, thereʼs another company just like you out there. CREATE FANS
    70. 70. FIND OUT MORE Create discussion topics and find talkers and influencers. Today people trust their peers more than “marketing messages” Help your customers, help them become fans. They are giving you their money after all.
    71. 71. IT’S EVERYONE’S JOB Adam Seligman @adamse
    72. 72. IT’S EVERYONE’S JOB Adam Seligman @adamse
    73. 73. IT’S EVERYONE’S JOB Adam Seligman @adamse 2 p.m (twitter DM with phone info) 9 p.m at night apologies for missing call 9:05 p.m asks for support ticket 9:08 p.m ask for email address to escalate it 2 a.m. email from support saying everything was good
    74. 74. IT’S EVERYONE’S JOB Adam Seligman @adamse 9:30 p.m LinkedIn request Senior Director, Global Web Evangelism, Microsoft 10 a.m over 10,000 legitimate emails get delivered which were previously hitting the spam folder “Let me know if I can do anything to help you grow”
    75. 75. BUILD RELATIONSHIPS Ideas: Donʼt: Follow them on twitter Be creepy Be a salesperson all the time Encourage them to become Be boring fans on Facebook Help them out if you see them having issues with your products. Be proactive CREATE FANS Be interesting, engaging and useful
    76. 76. MAKE SURE YOU TRACK IT
    77. 77. “This social media stuff is cool letʼs throw some more money at it!”
    78. 78. TRY THINGS 3,000 VISITS OVER TWO WEEKS
    79. 79. I liked it! Team, do you think Quick! Check the they liked it? #fpurise twitter stream. Follow us on twitter: @lisaalvey @nickgundry @fpu

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