Published on

Presentation on social media marketing, by The Web Farm

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Social Media Marketing <ul><li>Presented by: The Web Farm </li></ul>
  2. 2. Social Media is a Marketing Tool <ul><li>Social Media Marketing spending to hit 3.1 Billion by 2014 </li></ul><ul><li>- from Forrester Research Interactive Marketing Forecast </li></ul>
  3. 3. Social Media is a Marketing Tool <ul><li>In 2010, Pepsi elected to skip traditional television advertising during the Super Bowl and spent $20 million on the Pepsi Refresh social media campaign </li></ul>
  4. 4. But how do you know if it’s working? <ul><ul><li>Lots to measure: trust, influence, engagement </li></ul></ul><ul><ul><li>Many tools on the market, and varying strategies </li></ul></ul><ul><ul><li>Social media moves fast </li></ul></ul><ul><ul><li>Not free: takes time, people, technology in order to do effectively – all finite resources </li></ul></ul>
  5. 5. 5 steps for social media measurement <ul><li>Start with business goals, not platforms </li></ul><ul><li>Establish a baseline measure to support each goal </li></ul><ul><li>Select the tools that fit your needs </li></ul><ul><li>Listen and participate </li></ul><ul><li>Measure social media impact across all channels (online/offline) </li></ul>
  6. 6. Step 1: Start with your goals <ul><li>What do you want social media to do for you? </li></ul><ul><ul><li>Increase online/offline sales? </li></ul></ul><ul><ul><li>Get the word out about your product/cause? </li></ul></ul><ul><ul><li>Create a community of fans? </li></ul></ul><ul><ul><li>Requires different tools with a different focus </li></ul></ul>
  7. 7. Step 1: Define your goals <ul><li>Example: War Child Canada </li></ul><ul><li>Started a social media campaign to: </li></ul><ul><li>create online awareness </li></ul><ul><li>establish social media presence </li></ul><ul><li>drive donations </li></ul><ul><li>Doubled website traffic and saw 50% increase in donations </li></ul>
  8. 8. Step 2: Define Measures to Support Each Goal <ul><ul><li>New fans/removed fans </li></ul></ul><ul><ul><li>#/% of active fans </li></ul></ul><ul><ul><li># of interactions a week (comments, wall posts, @ replies) </li></ul></ul><ul><ul><li>Photo/video views </li></ul></ul><ul><ul><li># Mentions (people referring to you elsewhere on Facebook, Twitter, blogs) </li></ul></ul><ul><ul><li>Traffic to website (pageviews/unique visitors) </li></ul></ul>
  9. 9. Step 3: Select the tool that fit your needs <ul><li>Pick tools based on </li></ul><ul><li>What metrics you wish to track (impressions? clicks? fans? conversation?) </li></ul><ul><li>Your company’s level of investment (free or paid?) </li></ul><ul><li>Staff needs (more than one staff member devoted to social media?) </li></ul><ul><li>No single tool will have everything you need! </li></ul>
  10. 10. Step 3: Select the channel/tools that fit your needs Tools For Newbies Twitter Search Google Alerts Google Blog Search Social Free Tools PeopleBrowzr TweetDeck/Hootsuite (very sophisticated, twitter-only ) Paid Tools Radian6 Sysomos Rapleaf ScoutLabs Reputation Defender Buzzient
  11. 11. Step 4: Listen to the social media conversation <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Respond </li></ul>
  12. 12. Step 5:Measure social media across all media channels (e-mail, print, web) <ul><li>Identify up specific campaigns to measure social media impact on your website </li></ul><ul><li>Use URL shorteners like to measure clicks from print/e-mail.etc </li></ul><ul><li>Overlay and analyze your print/web/social/offlineconversion information – it all works together! </li></ul>
  13. 13. Takeaways <ul><li>Before you start, consider what you want social media to accomplish for company </li></ul><ul><li>Define expectations and results before selecting tools/platforms </li></ul><ul><li>Listen to your audience - before and after jumping in </li></ul><ul><li>Pick tools based on your companies needs </li></ul><ul><li>Connect/overlay your marketing efforts and analyze overall results </li></ul>
  14. 14. Thanks! [email_address] @kdc @thewebfarmers