Social Media Strategy
for Business
“...but is it measurable?”
presenter: Kate O’Neill

Defining Social Media

Defining Social Media
• publishing power to the masses

Defining Social Media
• publishing power to the masses
• participation

Defining Social Media
• publishing power to the masses
• participation
• conversation

Defining Social Media
• publishing power to the masses
• participation
• conversation
• accountability, transparency, measurability

What do we mean by
social media?

What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs

What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs
but also

What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs
but also
• YouTube, Ning, Flickr,Vimeo, Bebo, Last.fm,
imeem, Plaxo, Tumblr, etc.

How do I get started?
Pick a method:

Research,
Strategize,
Plan, &
Execute

Research,
Strategize,
Plan, &
Execute

Or... learn as you go.

Or... learn as you go.

Social Media
Measurements

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?

What are the Ideal
Measures?
qualitative - - - - - - quantitative
subjective - - - - - - - - - - objective

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

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

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

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

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

Q&A

Q: How do I get
followers/fans/friends?
• Be interesting.
• Be relevant.
• Share generously.
• Do your homework.
• Invest a little every day/week/month.

Q: How can you define
ROI for Twitter when
they don't even have a
revenue model?

Follow me?

Follow me?
Email:
kate@metamarketer.com

Follow me?
Email:
kate@metamarketer.com
kate@corporateidealist.com
kate@honeybowtie.com

Follow me?
Email:
kate@metamarketer.com
Twitter: kate@corporateidealist.com
@kateo kate@honeybowtie.com
@metamarketer
@corpidealist

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

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

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