Getting started in Social Media
7 steps to success
Katie Delahaye Paine
CEO
KDPaine & Partners
kdpaine@kdpaine.com
www.measuresofsuccess.com
kdpaine.blogs.com
Member, IPR Measurement Commission
www.instituteforpr.org
People talk, We Listen

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

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

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

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

The fork in the road
Marketing/leads/sales Reputation/relationships
To fix this Or get to this
People talk, We Listen

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

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

4. Start listening
Search for relevant topics
Monitor those topics
www.socialmention.com
Google Alerts
Join Twitter
Search.twitter.com
Tweetdeck
People talk, We Listen 9

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

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

7. Measure success
Web traffic
Google Analytics
Search effectiveness
Hubspot Grader
Improve relationships
SurveyMonkey
People talk, We Listen 12

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

Thank You!
For more information on measurement, read my
blog: http://kdpaine.blogs.com or subscribe to The
Measurement Standard:
www.themeasurementstandard.com
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