Slides to accompany a talk given by Kate O'Neill, founder of [meta]marketer, at Lipscomb University for a workshop on Social Media for Business on 7/30/2009.

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

2. Defining Social Media

3. Defining Social Media
• publishing power to the masses

4. Defining Social Media
• publishing power to the masses
• participation

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

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

7. What do we mean by
social media?

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

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

10. 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.

13. How do I get started?
Pick a method:

15. Research,
Strategize,
Plan, &
Execute

16. Research,
Strategize,
Plan, &
Execute

18. Or... learn as you go.

19. Or... learn as you go.

21. Social Media
Measurements

23. 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

24. 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

25. Traditional Marketing Path
Awareness Preference Purchase Loyalty

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

27. 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

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

29. What are the Ideal
Measures?

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

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

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

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

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

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

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

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

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

39. 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)

40. Managing Risk

42. 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

43. Q&A

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

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

46. Follow me?

47. Follow me?
Email:
kate@metamarketer.com

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

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

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

51. 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

52. 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