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Presentation on social media marketing, by The Web Farm

Presentation on social media marketing, by The Web Farm



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    Socialmediamarketing Socialmediamarketing Presentation Transcript

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