How to Set Social Media Business Goals

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Determining why social media is a good fit and how you can use it to better your brand.

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How to Set Social Media Business Goals

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital How to Set Social Media Business Goals Determining Why Social Media Is a Good Fit 
 & How You Can Use It to Better Your Brand
  2. 2. Conversation Reminder @NickWestergaard #UIMKTG
  3. 3. Aligning Social Media with Business Goals ‣ Why We Need Goals ‣ What Can Social Media Do ‣ Case Studies of Each Use
  4. 4. 1 Why We Need Goals
  5. 5. “– albert einstein Everything that can be counted 
 DOES NOT NECESSARILY COUNT. Everything that counts 
 CANNOT NECESSARILY BE COUNTED.”
  6. 6. A Delicate Balance Photo via Flickr user aeu04117
  7. 7. Gary Vaynerchuk on Nielsen If this is how social media was tracked and I tried to sell it to a room full of executives today, don’t you think they might point out some big holes in the system? Photo via Flickr user Silicon Prairie News
  8. 8. “– rudyard “why am i in a marketing talk?” kipling I keep six honest serving men – (They taught me all I knew); 
 Their names are 
 WHAT and WHY and WHEN and HOW and WHERE and WHO.” Photo source: Wikimedia Commons
  9. 9. Unpacking the “Serving Men” ‣ WHY are we doing this? — Business objective ‣ WHAT are we doing? — Something with social media* ‣ WHEN does this happen? — Timing ‣ WHERE does this happen? — Offline & online space ‣ WHO does this involve? — Personnel ‣ HOW do we get it done? — Tools
 
 * Are you sure it has to be social media?
  10. 10. The Business Objective Photo via Flickr user m.gifford
  11. 11. 2 What Social Media 
 Can Do
  12. 12. 5 Uses of Social Media ‣ Branding ‣ Sales ‣ Market Research ‣ Customer Service ‣ Lead Generation
  13. 13. No BS 7 Uses of Social ‣ Brand Awareness ‣ Protect Brand Reputation ‣ Enhance Public Relations ‣ Build Community ‣ Enhance Customer Service ‣ Facilitate Research and Development ‣ Drive Leads and Sales
  14. 14. ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales The 6 Things Social Media Can Do
  15. 15. 3 Case Studies 
 of Each Use
  16. 16. Branding
  17. 17. Building a Brand
  18. 18. Growing a Brand
  19. 19. The New Water Cooler Photo via Flickr user pupismyname
  20. 20. Protecting a Brand Photo via Flickr user Robert W. Howington
  21. 21. Protecting a Brand Photo via Flickr user Robert W. Howington
  22. 22. Community Building Photo via Flickr user Pat Scullion
  23. 23. Scissors Community
  24. 24. Community Control
  25. 25. Community Building
  26. 26. Public Relations Photo via Flickr user comedy_nose
  27. 27. Integrating Social + PR
  28. 28. Connecting with the Public Potential Sponsor Sponsor Participant Observer
  29. 29. Market Research
  30. 30. Capturing Ideas
  31. 31. Listening to Customers
  32. 32. Responding to Customers
  33. 33. Feedback on Packaging
  34. 34. Customer Service
  35. 35. People Will Say Bad Things ... Photo via Flickr user Robert Couse-Baker
  36. 36. Forgiving Culture Photo via Flickr user World Economic Forum
  37. 37. Leads > Sales Photo via Flickr user Tracy O.
  38. 38. Social Sales Funnel
  39. 39. Lead Generation
  40. 40. And, YES, Sales!
  41. 41. Launch = Leads + Sales
  42. 42. We can lower the amount of traditional advertising we do and see massive cost savings. 
 WE SPEND 10 CENTS ON THE DOLLAR. - Jim Farley, Ford
  43. 43. 4 Coming Full Circle
  44. 44. Consumer Data Supports This
  45. 45. Business Research Supports This
  46. 46. The Perception Gap Source: barnickeldesign.com
  47. 47. Why ‘Why’ Is Important ‣ Getting the Right Channel Plan in Place ‣ Allocating Resources — People & Tools ‣ Determining Integration ‣ Goals Set the Stage for KPIs
  48. 48. Why Do You Follow Brands?
  49. 49. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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