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Social Media for Business: "...but is it measurable?"
 

Social Media for Business: "...but is it measurable?"

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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.

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.

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  • Full Name Full Name Comment goes here.
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  • Great presentation at Digital Nashville the other night! Thanks for sharing.
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  • Hi Kate; Thanks so much for the mention of our calculator on DragonSearch... we have a LOT of work to do on it; but many new ideas to incorporate as well. Great presentation. -Ric
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    Social Media for Business: "...but is it measurable?" Social Media for Business: "...but is it measurable?" Presentation Transcript

    • 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