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7 steps to measurable success in social media


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My basic intro to social media

My basic intro to social media

Published in: Technology

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  • I really enjoy your views on measuring social media. Really determining the return on social networking is a the only key to understanding just how much you can measure. I think your presentations are great but lack that pop to get the message across. In comes my marketing speel :-)

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  • 1. Getting started in Social Media 7 steps to success Katie Delahaye Paine CEO KDPaine & Partners Member, IPR Measurement Commission People talk, We Listen
  • 2. Signs that it’s the end of marketing as we know it 1. The Dept of Defense considers Twittering and other forms of social media critical to national security 2. BMC Software measures communications effectiveness based on contribution to EPS 3. BestBuy measures 85% lower turnover as a result of its Blue Shirt community 4. A North Country Wooden Toy maker found a national distributor on Twitter 5. HSUS generated $650,000 in new donations from an on-line photo contest on Flickr 6. NWF increased wildlife spotting as well as members with its Twitter account 7. The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided 8. ImmunizeBC measures success in terms of vaccines given, awareness AND traffic 9. IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad 10. 11 Mom’s turned around Walmart’s image and delivered measureable increases in sales. 11. @comcastcares turned around Comcast’s customer service reputation 12. A social media campaign for War Child delivered a 38% increase in donations and 300 new volunteers People talk, We Listen
  • 3. Social Media renders everything you know about marketing obsolete Old School 21st Century Impressions are impossible to count in social media Who cares about impressions when you can measure brand engagement ? Who cares about reach when you can measure revenue? Wouldn’t you rather be closer to your customers? People talk, We Listen Page 3
  • 4. 1. Conquer your fears I’m afraid of • If you’re deaf to the conversation, only your enemies will hear it what I’ll hear The lawyers • It’s better to beg forgiveness than ask permission won’t let me I’m afraid of • You never had control losing control I don’t have • Don’t talk, listen anything to say People talk, We Listen 4
  • 5. 2. Set clear measureable objectives What problem do you need to solve Don’t do it if it doesn’t add value You can’t manage what you can’t measure, set measureable goals People talk, We Listen 5
  • 6. The fork in the road Marketing/leads/sales Reputation/relationships To fix this Or get to this People talk, We Listen
  • 7. Goals drive metrics, metrics drive results Reputation/ Relationshi Sales Goal ps Relations Engagem hip ent Index scores Cost per Recomm customer end- acquisitio Metric ations n Positioni Web s ng analytics Engagem Sales ent leads Marketin g Mix Modeling People talk, We Listen 7
  • 8. 3. Check in with your stakeholders Should you blog or Twitter? Don’t ask me, ask your customers What’s important to them? Where do they go for information? What do you want them to know? People talk, We Listen 8
  • 9. 4. Start listening Search for relevant topics Monitor those topics Google Alerts Join Twitter Tweetdeck People talk, We Listen 9
  • 10. 5. Take the plunge Use Ping.FM Join Facebook JoinTwitter, start following Find family & Friends @kdpaine Join Linked-In @shelisrael Find a job @nhpr Join Flickr @wmur Share pictures @scottsimon Join YouTube @anyone who interests Podcast you People talk, We Listen 10
  • 11. 6. Obey the rules Do Don’t Be interesting Talk about boring stuff Share things that Scream about your excite you product Ask advice Be a narcissist Join the conversation TWI Comment on blogs Reply to Twitter People talk, We Listen 11
  • 12. 7. Measure success Web traffic Google Analytics Search effectiveness Hubspot Grader Improve relationships SurveyMonkey People talk, We Listen 12
  • 13. Learn more David Meerman Scott Shel Israel – Naked Conversations, Twitterville Joseph Jaffe – Join the Conversation Brian Solis/Geoff Livingston – Now is Gone People talk, We Listen 13
  • 14. Thank You! For more information on measurement, read my blog: or subscribe to The Measurement Standard: Follow me on Twitter: KDPaine Find me on Facebook: Katie Paine Reach me on Skype: KDPaine Or call me at 1-603-868-1550 People talk, We Listen