STOP Wasting Time & Money on Social Media

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How much time and money should I spend on social media, and what can I expect? …

How much time and money should I spend on social media, and what can I expect?

Those are the two most consistent questions businesses ask about social media.

Feeling pressured to do something, many businesses implement social media tactics without establishing a clear strategy or expectations.

In this 60-minute webinar, Matt Bailey will offer his insight on actionable steps for those interested in developing and measuring the results of their own social media strategy.

Matt Bailey, Founder and President of SiteLogic Marketing, is an expert in online marketing. He is known for his conversational, entertaining speaking style and ability to make technical topics both understandable and practical.

We hope you enjoy this free webinar, sponsored by Eloqua, the leading provider of marketing automation software.

A few of the lessons you will learn by attending this webinar include, but are not limited to:
How to match the right medium with the message
Four steps to developing a winning strategy
How to track growth and measure success
Use the short form below to tell us a little about yourself. We will send you reminders and invitations to this webinar and upcoming events, as well as share your information with our webinar sponsor.

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  • We are constantly in a state of research and optimization. Our goal always being to produce products rich in data our audience really needs
  • We are constantly in a state of research and optimization. Our goal always being to produce products rich in data our audience really needs
  • Length?
  • typography
  • We’ll get to the 4th step in a second… But I would be remise if I didn’t mention our sponsor today…
  • We are constantly in a state of research and optimization. Our goal always being to produce products rich in data our audience really needs

Transcript

  • 1. How are you using analytics?Take our analytics survey here: meclabs.com/survey…and we’ll send you a FREE special reporton how to better optimize your webpagesfor higher conversion rates. #sherpawebinar @MattBaileySays • @ToddLebo
  • 2. Sponsored by: Nov. 15, 2012
  • 3. Join the conversation #SherpaWebinar #sherpawebinar @MattBaileySays • @ToddLebo
  • 4. What You’ll Learn from Today’s Webinar • Is social right for your organization? • Match the medium with the message • 4 Steps for a winning social strategy • How to track growth & measure success #sherpawebinar @MattBaileySays • @ToddLebo
  • 5. How are you using analytics?Take our analytics survey here: meclabs.com/survey…and we’ll send you a FREE special reporton how to better optimize your webpagesfor higher conversion rates. #sherpawebinar @MattBaileySays • @ToddLebo
  • 6. Presenters Todd W. Lebo Senior Director of Content MarketingSherpa/MECLABS @ToddLebo Matt Bailey President SiteLogic , Inc. @MattBaileySays #sherpawebinar @MattBaileySays • @ToddLebo
  • 7. Consulting Training Writing #sherpawebinar @MattBaileySays • @ToddLebo
  • 8. Audience Poll• What is your top social media challenge? • Driving a consistent social campaign • Gaining social budget • Integrating social w/ other channels #sherpawebinar @MattBaileySays • @ToddLebo
  • 9. HowWhy #sherpawebinar @MattBaileySays • @ToddLebo
  • 10. RealityCheck #sherpawebinar @MattBaileySays • @ToddLebo
  • 11. Social Media“Experts” Check #sherpawebinar @MattBaileySays • @ToddLebo
  • 12. #sherpawebinar@MattBaileySays • @ToddLebo
  • 13. “Dell makes $3.2 million with Twitter”$61 billion0.01% of revenue #sherpawebinar @MattBaileySays • @ToddLebo
  • 14. #sherpawebinar@MattBaileySays • @ToddLebo
  • 15. Social Media Marketing 1.Narrative 2.Development 3.Interaction 4.Planning #sherpawebinar @MattBaileySays • @ToddLebo
  • 16. Narrative Know Thyself #sherpawebinar @MattBaileySays • @ToddLebo
  • 17. take aLie markettheTruth #sherpawebinar @MattBaileySays • @ToddLebo
  • 18. Narrative “The Voice of Reason” “Your Friend, Your Guide” “The Entertainer” “Fear: What if?” #sherpawebinar @MattBaileySays • @ToddLebo
  • 19. the Medium is theMessage #sherpawebinar @MattBaileySays • @ToddLebo
  • 20. #sherpawebinar@MattBaileySays • @ToddLebo
  • 21. All Channelsare NOT Equal #sherpawebinar @MattBaileySays • @ToddLebo
  • 22. Identify the best medium for your message #sherpawebinar @MattBaileySays • @ToddLebo
  • 23. BLOGS WEBSITES #sherpawebinar @MattBaileySays • @ToddLebo
  • 24. BLOGS WEBSITES 55% More Visitors 97% More Links 434% More Pages #sherpawebinar @MattBaileySays • @ToddLebo HubSpot, 2010
  • 25. #sherpawebinar@MattBaileySays • @ToddLebo
  • 26. InteractionSupportResearchEducationNetworkingNews #sherpawebinar @MattBaileySays • @ToddLebo
  • 27. When to use Blogs• Increase Search Visibility• Build for Long-Tail Content• Community and Market Education• Communicate High-Trust Content• Build Lists, Conversions and Reach• Build Brand Value and Equity #sherpawebinar @MattBaileySays • @ToddLebo
  • 28. Sources used to begin a search for infoon branded products: Retailer Twitter Search Facebook Brand websiteeMarketer, May, 20102010 Social Shopping Study #sherpawebinar @MattBaileySays • @ToddLebo
  • 29. Successful Searches Sessions 1 in 4 42% 44% Require Last a DayComScore & Microsoft, 2012 Refinement or More #sherpawebinar @MattBaileySays • @ToddLebo
  • 30. Email is IncreasingOverall: Increasing by 28%Mobile: Dominant activity at 41% Source: ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 31. 58% Check Email 20% Portal or Search Engine 11% Facebook Source: ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 32. 93% Subscribers38% Fans5% Followers Source: ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 33. Subscribers - Fans - Followers Source: ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 34. The third largest website in the worldThe 2nd most popular search engine4 Billion views a day60 Hours of video uploaded every 60 seconds3 billion hours of video are watched each month #sherpawebinar @MattBaileySays • @ToddLebo
  • 35. When to use YouTube• “See it to Believe it”• Highly Visual• “Portable” reach• Re-Publishable• Influence Search Results• Present Content in Different Methods• Extend Reach• Earned Media Content #sherpawebinar @MattBaileySays • @ToddLebo
  • 36. #sherpawebinar@MattBaileySays • @ToddLebo
  • 37. #sherpawebinar@MattBaileySays • @ToddLebo
  • 38. #sherpawebinar@MattBaileySays • @ToddLebo
  • 39. YouTube + Google• Enhance Rankings• Additional Channel for Rankings• Increased Visibility• Influence Search Results #sherpawebinar @MattBaileySays • @ToddLebo
  • 40. #sherpawebinar@MattBaileySays • @ToddLebo
  • 41. #sherpawebinar@MattBaileySays • @ToddLebo
  • 42. When to use Pinterest• Highly Visual• Create Idea Lists• Re-Publishable Reach• Discover Motivations & Networks• Extend Reach• Earned Media Content• Develop for others to use• Ideal for Narrow Focus #sherpawebinar @MattBaileySays • @ToddLebo
  • 43. #sherpawebinar@MattBaileySays • @ToddLebo
  • 44. 161 million members in over 200 countries4.2 billion searches in 201122% of members access by mobile device Most affluent membership #sherpawebinar @MattBaileySays • @ToddLebo
  • 45. Expectations for Twitter1.Access to Celebrities2.Access to News3.Access to Brands ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 46. Why Follow Brands?1. Give Feedback2. Provide Ideas3. Insider Information4. Freebies & Discounts ExactTarget, 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 47. Reasons to Fan or Follow Incentives 77% Discounts 46% Solve Problems 39% Entertain 28% Interact 26% Market Directly 21% Source: Cone, November 2010 #sherpawebinar @MattBaileySays • @ToddLebo
  • 48. #sherpawebinar@MattBaileySays • @ToddLebo
  • 49. #sherpawebinar@MattBaileySays • @ToddLebo
  • 50. When to use Twitter• Immediacy• Time-Sensitive Information• Utilizing Follower Networks• Direct Consumer Contact with Brand• Direct Consumer Contact with Experts• Samples, Discounts & Freebies• Insider Information #sherpawebinar @MattBaileySays • @ToddLebo
  • 51. 1 Connection2 Self Expression3 Entertainment #sherpawebinar @MattBaileySays • @ToddLebo
  • 52. 70%Being a FAN Fans of Brands does NOT mean Marketing ExactTarget, 2009 #sherpawebinar @MattBaileySays • @ToddLebo
  • 53. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: When you publish content or information using the Public setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).For content that is covered by intellectual property rights, like photos andvideos (IP content), you specifically give us the following permission, subject toyour privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to useany IP content that you post on or in connection with Facebook (IP License).This IP License ends when you delete your IP content or your account unless yourcontent has been shared with others, and they have not deleted it. #sherpawebinar @MattBaileySays • @ToddLebo
  • 54. Facebook Users: 11 Hours a Month 13500 13500 8450 5040 2010 700Facebook Eating TV Other Working Sleeping HubSpot; Facebook Pressroom, 2011 #sherpawebinar @MattBaileySays • @ToddLebo
  • 55. Conversation #sherpawebinar @MattBaileySays • @ToddLebo
  • 56. When to use • Conversation • Sharing • Social Interaction • Reach Targeted Segments • Stories #sherpawebinar @MattBaileySays • @ToddLebo
  • 57. Change #sherpawebinar @MattBaileySays • @ToddLebo
  • 58. Planning: Develop a Marketing Strategy #sherpawebinar @MattBaileySays • @ToddLebo
  • 59. STEP 1: What People Want #sherpawebinar @MattBaileySays • @ToddLebo
  • 60. KeywordDiscovery.com #sherpawebinar@MattBaileySays • @ToddLebo
  • 61. STEP 2: When dothey Want it #sherpawebinar @MattBaileySays • @ToddLebo
  • 62. STEP 2a: Build long-term a Content Plan #sherpawebinar @MattBaileySays • @ToddLebo
  • 63. #sherpawebinar@MattBaileySays • @ToddLebo
  • 64. #sherpawebinar@MattBaileySays • @ToddLebo
  • 65. #sherpawebinar@MattBaileySays • @ToddLebo
  • 66. #sherpawebinar@MattBaileySays • @ToddLebo
  • 67. STEP 2b: Create aContent daily Plan #sherpawebinar @MattBaileySays • @ToddLebo
  • 68. #sherpawebinar@MattBaileySays • @ToddLebo
  • 69. STEP 2c: Plan annual Content #sherpawebinar @MattBaileySays • @ToddLebo
  • 70. www.HolidaysForEveryday.com Monthly Events: American Heart Month American History Month Black History Month National Wild Bird Feeding Month Childrens Dental Month International Friendship Month International Boost Your Self-esteem Month National Blah Buster Month National Cherry Month National Grapefruit Month National Snack Food Month National Wild Bird Feeding Month Responsible Pet Owners Month National Embroidery Month Scouting Month Potato Lovers Month National Crime Prevention Month #sherpawebinar @MattBaileySays • @ToddLebo
  • 71. STEP 3: Develop aPublishing Schedule #sherpawebinar @MattBaileySays • @ToddLebo
  • 72. Publishing Content 1. Introduce 2. Develop 3. Close #sherpawebinar @MattBaileySays • @ToddLebo
  • 73. Mo. Content Intro Introduction Develop Development Close date/distribution date/distribution date/medium Article 1 Nov 1 article 1: Twitter Dec 1 article 1: Blog Jan 3 - return to School: TwitterJan Article 2 Nov 10 article 2: Facebook Dec 10 article 2: Blog Jan 10: T / FB Article 3 Nov 20 article 3: article distribution Dec 18 article 3: Article article 3: T Article 1 Dec 1 article 1: Local Newspapers Jan 3 article 1: Blog Feb 3: content: T/BFeb Article 2 Dec 5 article 2: Facebook Jan 10 article 2: Blog Feb 14: Valentines - T / FB Article 3 Dec 15 article 3: Magazine, Contest Jan 24 article 3: Article Feb 23: FB Article 1 Jan 10 article 1: YouTube Feb 10 article 1: Blog Mar 3: FBMar Article 2 Jan 15 article 2: Facebook Feb 20 article 2: Blog Mar 10: T / FB Article 3 Jan 20 article 3: Facebook - Twitter Feb 25 article 3: Article Mar 24: T / FB Article 1 Feb 30 article 1: Facebook Mar 5 article 1: Blog Apr 3: Spring - TApr Article 2 Mar 10 article 2: article distribution Mar 10 article 2: YouTube Apr 10: T / FB Article 3 Mar 20 article 3: Facebook Mar 20 article 3: Article Apr 3: FB Article 1 Mar 1 article 1: Twitter Apr 10 article 1: Blog May 3: School pics- FB/ BMay Article 2 Mar 10 article 2: Twitter/Facebook Apr 16 article 2: Blog May 10: T / FB Article 3 Mar 20 article 3: article distribution Apr 20 article 3: Article May 13: T Article 1 Apr 10 article 1: Facebook May 5 article 1: Blog Jun 3: Schools Out: T / FBJun Article 2 Apr 18 article 2: Twitter May 16 article 2: Blog Jun 10: T / FB Article 3 Apr 25 article 3: Facebook/Blog May 24 article 3: Article Jun 30: T/FB Article 1 May 10 article 1: Twitter Jun 1 article 1: Blog Jul 4: Independence Day: T/FBJul Article 2 May 18 article 2: Facebook Jun 14 article 2: Blog Jul 10: T / FB Article 3 May 23 article 3: article distribution Jun 20 article 3: Article Jul 31: FB Article 1 Jun 10 article 1: YouTube Jul 1 article 1: Blog Aug 3: TAug Article 2 Jun 18 article 2: article distribution Jul 15 article 2: Blog Aug 10: T / FB Article 3 Jun 20 article 3: Article Jun 25 article 3: Article Aug 3: School - T / FB Article 1 Jul 8 article 1: Facebook Aug 1 article 1: Blog Sep 3: Labor Day: T/BSep Article 2 Jul 15 article 2: article distribution Aug 11 article 2: Blog Sep 10: T / FB Article 3 Jul 24 article 3: Article Aug 24 article 3: Article Sep 15: FB Article 1 Aug 10 article 1: YouTube Sep 1 article 1: Blog Oct 3: TOct Article 2 Aug 14 article 2: Blog Sep 12 article 2: Blog Oct 10: T / FB Article 3 Aug 21 article 3: article distribution Sep 18 article 3: Article Oct 31: FB Article 1 Sep 6 article 1: Facebook Oct 1 article 1: Blog Nov 3: holidays - T/BNov Article 2 Sep 15 article 2: article distribution Oct 10 article 2: Blog Nov 25: T-Day - T/ FB Article 3 Sep 22 article 3: Facebook Oct 26 article 3: Article Nov 26: Black Friday - T/FB Article 1 Oct 20 article 1: Facebook Nov 15 article 1: Blog Dec 3: holidays: FBDec Article 2 Oct 28 article 2: Blog Nov 20 article 2: YouTube Dec 20: shopping - T / FB Article 3 Nov 4 article 3: Twitter Dec 3 article 3: Article Dec 26: Christmas - T /FB #sherpawebinar @MattBaileySays • @ToddLebo
  • 74. Market leaders including American Express, LinkedIn, HP, andhundreds more rely on Eloqua to ensure every component of theirmarketing works harder. Our goal is to help our customers become thefastest growing companies in their categories.Eloqua provides Modern Marketers with the Expertise, Education and Technologyneeded to help drive revenue • The most powerful marketing automation platform available • Dedicated modern marketing expertise and services • Comprehensive education and training to maximize your investment For more information visit www.eloqua.com call 866-327-8764 or email demand@eloqua.com #sherpawebinar @MattBaileySays • @ToddLebo
  • 75. http://amzn.to/MBbook #sherpawebinar @MattBaileySays • @ToddLebo
  • 76. STEP 4:Measure Model & #sherpawebinar @MattBaileySays • @ToddLebo
  • 77. #sherpawebinar@MattBaileySays • @ToddLebo
  • 78. Segment AnalysisAnchor term: Map 14,392 visitors 2.13 minutes average time on site 4.5 average page views 43.6% of visits less than 5 seconds 72.7% (10,466) enter at old landing page 20.2% (2,909) enter at Homepage 5.8% (834) enter at Maps 0.46% (67) Conversion Rate #sherpawebinar @MattBaileySays • @ToddLebo
  • 79. #sherpawebinar@MattBaileySays • @ToddLebo
  • 80. Maps #sherpawebinar @MattBaileySays • @ToddLebo
  • 81. Search Term Seasonal Variation Bookings DemographicsPsychographic Profile #sherpawebinar @MattBaileySays • @ToddLebo
  • 82. #sherpawebinar@MattBaileySays • @ToddLebo
  • 83. #sherpawebinar@MattBaileySays • @ToddLebo
  • 84. Track Growth Search term: “maps”Initial +2 years• 14,000 Visitors • 42,000 Visitors• 2:13 time on site • 7:31 time on site• 4 page views • 10 page views• 43% bounce rate • 12% bounce rate• 0.5% conversion • 4% conversion• $0.20 /visitor • $5.60 /visitor #sherpawebinar @MattBaileySays • @ToddLebo
  • 85. #sherpawebinar@MattBaileySays • @ToddLebo
  • 86. How are you using analytics?Take our analytics survey here: meclabs.com/survey…and we’ll send you a FREE special reporton how to better optimize your webpagesfor higher conversion rates. #sherpawebinar @MattBaileySays • @ToddLebo
  • 87. Thank You Todd W. Lebo Senior Director of Content & Business Development MarketingSherpa/MECLABS @ToddLebo Matt Bailey President SiteLogic , Inc. @MattBaileySays #sherpawebinar @MattBaileySays • @ToddLebo