Social Media:
Finding the Reality
in 2.0 Expectations
[presented by] Kate O’Neill
Founder / CEO, [meta]marketer

Where have we
gone wrong?

Crazy Expectations
1. Sign up for Twitter
2. Get followers
3. PROFIT!

How did we get here?

Remember the
Pre-Search
Web?

Google
changed
everything.

The Consequences of
Google
• Emphasis on ranking high in the
‘One True Search’
led to
• Emphasis on inbound links at any cost
which led to
• Creation of web litter, spam sites, bogus
articles, spam blog comments, questionable
endorsements, an industry of “experts”, etc

The Audacity
of Google
Facebook

Facebook Is Closing In
On Google’s Turf

It’s (Almost) a
Post-Search World, Baby
• But we’re a changed user base
• Bringing the mindset of shady SEO to social
media (unfortunately) - manipulate results,
rank high, add junk
• We’ve got hundreds of “experts” early in
the game. Really?

How Many Experts
Are There Really?
13,000?
36,000?

It All Comes Around
Eventually
• Twitter lists
take us right back
to the manual
link-building,
curation model
• Emphasis on
“friendsourcing” vs
“crowdsourcing”

How can we
make it right?

Make It Meaningful
• Relevance is key
Always has been, always will be
• Be where your audience is
• Focus on building relationships
• Pay attention to what’s shared in your
friend circles

Make It Memorable
• Remarkable content is far more likely to
get retweeted
• Share-able / retweetable -
Add to Any / ShareThis links on everything
• Remember “friendsourcing”

Make It Measurable
• ...or at least try
• You can’t optimize what you don’t measure

Measuring Social Media

better control What is your presence online? How are you reaching out?
of positioning
Social
SEO PPC etc
Media
off-site
better control
of visitor Who are the customers coming to your site?
experience What are they looking for?
What are the audiences?
usability
segmentation analytics
studies
better control What can be done to reduce
on-site
of conversion friction in the customer
experience?
testing targeting

Financing
Success
Operatons Metrics
Your Audience /
Management Positioning
Business Segments
Strategy
Your
Marketing
Strategy
Culture
Offering
Differentiation
participation
Key
Channels
Key
Audience
related blogs / Key
RSS feeds Your Concepts
Content
Strategy
Your search
Key Keyword term
Producers Strategy alerts
Key
Terms
blog
contribution schedule
style responsiveness /
guide support

Traditional Marketing Path
Awareness Preference Purchase Loyalty

Social Marketing Path
Reach /
Goal
Exposure / Engagement Influence
Awareness Action

Social Marketing Path
Select Measures
Reach / Performance
Exposure / Engagement Influence of
Awareness Goal Action
Click-
Purchase
throughs Purchase
# of Visits Consideration
Duration Attend event
# of Visitors Likelihood to
Repeat visits Tell a friend
Comments Recommend
Registration Contact
Retweets

And the holy grail:
• Social media ROI
• One example:
• http://www.dragonsearchmarketing.com/
social-media-roi-calculator.htm

What are the Ideal
Measures?
qualitative - - - - - - quantitative
Purchases
Clickthroughs
Reach
Awareness
subjective - - - - - - - - - - objective

Top-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008

Middle-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008

Bottom-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008

By Industry
Source: Online Community ROI Models and Reporting study,February of 2008

How to Set Up Tracking
• You do use an analytics package, right?
• Use campaign variables
• Link shorteners with integrated analytics
(bit.ly, ow.ly, urlzen, kl.am)

Managing Risk in
Social Media

Managing
Social Media Risk
• Social media policies
• Viral video and other viral marketing
• Considerations for user-generated content
• Engaging bloggers and/or writing services
• Selecting employees to blog/tweet about
company or client’s products or services
• Rules for sweepstakes and prize promotions

Follow me?
Facebook: Blogs:
facebook.com/kateoneill metamarketer.com
corporateidealist.com
Email:
kate@metamarketer.com
Twitter: kate@corporateidealist.com
@kateo kate@honeybowtie.com
@metamarketer
@corpidealist LinkedIn:
linkedin.com/in/kateoneill