Talk Is Cheap: Using Social Media to Drive Action
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Talk Is Cheap: Using Social Media to Drive Action

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Is social media all talk and no action? How valuable are likes, RTs, shares, hashtags, pins, and comments if no one ultimately takes the action you want them to, whether that be vote, donate, buy or ...

Is social media all talk and no action? How valuable are likes, RTs, shares, hashtags, pins, and comments if no one ultimately takes the action you want them to, whether that be vote, donate, buy or become a member?

In a fast paced, action-oriented presentation, Leigh will give you the framework you need to tie social media to business goals.

You’ll learn:

· Why simply gathering social data is wrong-headed
· How measurement should fit into an action-focused social media strategy
· How to identify the right content and social platforms to drive action
· How to define and measure the business impact of your social efforts down to the post

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  • Just because a number is available doesn’t mean we should track it. And numbers based on activity of a network just tell us about the network—not about how well we’ve achieved business goalsSelf-referrentialBut does that information help us make decisions?Only means you’re being talked about—nothing beyond thatTalk needs to impact behavior
  • Because we love to report on any number we can collect80% of analytics dashboards look like thisExcel, lots of tabs, lots of data, lots of numbers, may even have drill downsFans, followers, pageviews, visits, checkins, lifetime total likesDo doubt took an incredible amount of time and resources to put togetherBut what does it really tell you? These are vanity metrics that tell you nothingWhy should I care There’s no analysis or insight--Lack context and actionable valueCan’t look at it and say wow we need to do X.
  • First step to recovery is to admit you have a problemSo consider this your first AA meeting –Analytics AnonymousSo how many have clients or bosses who have demanded “We need fill in arbitrarily large number of Facebook fans!”How many of you have included Liking a facebook page as a CTA in a social campaign?Say it with me: A fan is not a business metric”To track your social media, approach to social media needs to be architected strategically
  • Telling a story
  • COPD stands for chronic obstructive pulmonary disease People 35 years old and upNagging cough, phlegm, being out of breath, wheezing, chronic bronchitis and emphysema are considered to be COPD.Can’t be cured but can be treated so diagnosis is criticalEvery 4 minutes someone dies of the conditionDRIVE4COPD is a multi-year public health initiative to screen the millions of people who may be at risk for COPD. As many as 24 million Americans have COPD but approximately half don't know it and remain undiagnosed.Screener is fast, only 5 questions
  • ActivationSocial properties had been inactive since March (both owned and earned activity)150k social media users were posting about COPD-related symptoms that were not linked to COPD as the culpritAwarenessBranded DRIVE conversations were focused almost exclusively around NASCAR events—not the screenerEngagementWith no content publishing layer and no one responding to people online, there was no level of engagementBottom line: DRIVE4COPD was non-existent in the social space
  • 6,000 fans
  • Questions# of posts: 4# of visits: 0# of visits/post: 0Quality of Life# of posts: 3# of visits: 109# of visits/post: 37 Simplicity# of posts: 5# of visits: 244# of visits/post: 49
Emotional# of posts: 3# of visits: 61# of visits/post: 20 Irritant# of posts: 3# of visits: 57# of visits/post: 19 Statistics# of posts: 5# of visits: 0# of visits/post: 0 Holidays# of posts: 5# of visits: 0# of visits/post: 0 
  • Daytona International Speedway 683, 748 likes59,403 followersAustin Dillon18,814 likes82,988 followersDrive4COPD 6,235 likes3,000 followers

Talk Is Cheap: Using Social Media to Drive Action Talk Is Cheap: Using Social Media to Drive Action Presentation Transcript

  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionTalk Is CheapUsing Social Media to Drive Action#SMWsocialactionInternet AccessUsername: gpgguestPassword: StVal@gpg
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialaction Why use social? Is it only for engaging a community? If there is a high level of engagement but no one acts what’s its value? How can we translate engagement into action?What is the value of social media?
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionMetrics are not meaningful in and of themselves
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionImage Source: stadden.com/writing/Are dashboards like this helpful?Image Source: digitalbursonmarsteller.com/tag/corporate/
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionA fan is not a business metric
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionStep 1:Identify youressential businessobjectivesStep 2:Architect a socialstrategy engineeredto meet thoseobjectivesStep 3:Make sure thateverything inmarket supportsyour business goalsStep 4:Measure everytactic based on howwell it meetsbusiness objectivesEngineer social in reserve
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialaction
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialaction• 3,458 screener visits• 20,689 people being reached• Dormant online presence:• Search-driven visits low—not reaching peoplewho may not know about DRIVE4COPD orrealize they may have COPD• Social properties inactive• Conversations were almost exclusively NASCARevent-focused*4 months Sysomos data 6/1/12-9/30/12*4 months Google Analytics data 6/1/12-9/30/12When We Started (June through September)
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionHow do you get someone to take action?Step 1: Build the assets• Resigned the website and screener to improve the user experience and make itevent easier to complete• Refreshed the social propertiesStep 2: Re-engage• November is COPD Awareness Month—how can we promote that in a way thatdoes not come across as self-serving?• Can’t just ask—no motivation• Have to make the screener relevant to people• Have to give people a reason to get screened or share the screener• It’s easier than daily activities• It will improve their quality of life• Appeal to their emotional bonds with their families• Acknowledge that the symptoms are daily irritants and show how screening canhelp remove them unlike other annoyances they face
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionBefore and After
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionSimplicity
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionQuality of Life
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionEmotional: You’d help a loved one. Why not yourself?
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionIrritants
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionSimplicity14 posts447 screener visits31.93 visits/postQuality of Life5 posts176 screener visits35.2 visits/postEmotional7 posts105 screener visits21.4 visits/postIrritant4 posts104 screener visits26 visits/post30 Reasons to Get Screened Drove 832 People to the Screener in One Month
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialaction• 21,587 screener visits +524%• 43% average MOM screener visit growth• 530,355 people reached + 2463%• Conversations shifted from NASCAR to COPD education and support*4 months Sysomos data 10/1/12-1/31/13 *4 months Google Analytics data 10/1/12-1/31/13Campaign Results
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialaction• More people are reaching out to us directly, sharing COPD stories- and encouraging others totake the screener• Engagement typically limited to sharing and retweeting posts, with little commentary• Of those who are commenting, topics are sharing stories of their experience with COPD, andencouraging others to take the screenerCampaign Results
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionSimplicity Quality of Life Emotional Irritants• Numbers started falling• We had tapped out ouraudience with thisapproachStatistics QuestionsDecember and January Posts
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionDid U know that DRIVE4COPD is the officialhealth initiative of #NASCAR? Share thescreener & save lives.http://ow.ly/hOpQ8#DRIVE4COPD300While the countdown for #DRIVE4COPD300 ison, #NASCAR is always in a race to find themissing millions with COPD. Are U one?http://ow.ly/hOpxFI dont want anyone to go through what mygrandfather did. Determine your risk for COPDtoday: bit.ly/TtLPyl #DRIVE4COPD300#NASCARDRIVE4COPD300 —February 23
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionTakeawaysThink of the larger digital ecosystem of which social is a partNeed to make sure assets support your goals and that they’re designed to make actioneasy—Social may me able to drive people but if they don’t act you’ve failedCampaigns won’t be successful foreverWhat worked once won’t always work—need to keep content AND audience freshNeed to tie campaigns together with evergreen activitiesTake time to reflect and use insights to drive your marketingWhen commenting on social properties, people shared personal stories of theirexperience with COPD—led to our development of Faces of COPD campaign
  • All Rights Reserved. Copyright of R2integrated, 2012.#SMWsocialactionLeigh George, PhDDirector, Strategy410.369.3744lgeorge@r2integrated.comTwitter: @leighgeorgewww.r2integrated.comArden KaleyAnalytics Strategist410.369.3748akaley@r2integrated.comTwitter: @mynameisarden