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SOCIAL MEDIA MARKETING Dave Evans, Author, Social Media Marketing: An Hour a Day
Why Social Media? “ I had (and still have) a dream that the web could be  less of a television channel  and more of an int...
Social Media Mechanics <ul><li>Social Feedback - Business </li></ul><ul><li>Social Feedback - Personal </li></ul><ul><li>D...
The Purchase Funnel relative media spending brand awareness keyword be aware consider buy
The Feedback Cycle consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth relative media...
The Networking Cycle contact info word-of-mouth Social Web (social media) shows up here. business card Google meet you for...
Example: Disclosure <ul><li>Jive Software </li></ul><ul><li>Belkin </li></ul><ul><li>Prowler </li></ul><ul><li>DELL </li><...
Business to Business <ul><li>IBM (Sales) </li></ul><ul><li>Shell (Consulting) </li></ul><ul><li>Freescale (Developers) </l...
Business to Consumer <ul><li>Wegman’s (Grocer) </li></ul><ul><li>BMW (Automobiles) </li></ul><ul><li>Dial (CPG) </li></ul>
Non-Profit/ Cause Related <ul><li>The Brooklyn Museum </li></ul><ul><li>NASA/ Mars Phoenix </li></ul><ul><li>ProstateNet.o...
Touchpoint Analysis
Touchpoint Optimization talk-value performance Identify and focus on what gets talked about. ??? ???
Touchpoint Analysis There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your bus...
Sample Touchpoints <ul><li>Zappos </li></ul><ul><li>Whole Foods </li></ul><ul><li>Chili’s </li></ul>
Touchpoints: Low Hanging Fruit <ul><li>Look for the little things that matter to your customers </li></ul><ul><li>These ar...
The Social Media Channels Social Content Social Platforms  BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL N...
Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to you...
Core Networking Platforms <ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
LinkedIn <ul><li>Profiles </li></ul><ul><li>Connections </li></ul><ul><li>Recommendations </li></ul>
Facebook <ul><li>Home </li></ul><ul><ul><li>Status Updates </li></ul></ul><ul><ul><li>Live Feed </li></ul></ul>
Facebook <ul><li>Profile </li></ul><ul><ul><li>MiniFeed </li></ul></ul><ul><li>Inbox </li></ul>
Facebook Business Page <ul><li>Direct Interaction </li></ul><ul><li>Topic Focus </li></ul><ul><li>Link w Custom URL </li><...
Twitter <ul><li>Profile </li></ul><ul><li>Following </li></ul>
Powering Your Core [30] <ul><li>Your Blog </li></ul><ul><li>Guest Blogs </li></ul><ul><li>Comments </li></ul>
Your Blog <ul><li>Your Identity </li></ul><ul><li>Your Content </li></ul><ul><li>Pointers/ Links </li></ul>
Guest Blogs <ul><li>Your Content </li></ul><ul><li>Their Audience </li></ul><ul><li>Points to You  </li></ul>
Comments <ul><li>Your Content </li></ul><ul><li>Participation </li></ul><ul><li>Community </li></ul>
Social Media Metrics <ul><li>The Social Connection </li></ul><ul><li>The Net Promoter Score </li></ul><ul><li>Establishing...
The Social Flywheel It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywh...
Measurement Points    Social Media Monitoring Web Analytics Pipeline Metrics Relevance { Impact { { Content {
Social Media Measurement <ul><li>Raw Data </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Conversational Data <...
Web Analytics
Tracking Vanity URLs <ul><li>In print and TV, “vanity” URLs can be tracked </li></ul><ul><li>Using tools like BudURL, you ...
The Net Promoter Score  <ul><li>Likelihood of Recommendation (0-10) </li></ul><ul><li>Share of Promoters (9-10) </li></ul>...
Baseline Measures    ROI <ul><li>Conversation (Inference) </li></ul><ul><li>Historical Analytics </li></ul><ul><ul><li>TI...
Building Your Toolbox <ul><li>Clarify Your Business Objectives </li></ul><ul><li>Quantify Your Audience </li></ul><ul><li>...
Understand Your Business Social Media is a NOT a universal answer!
Understand Your Audience Consumption and participation are indicators of the clear trend.
Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to you...
Monitor and Measure <ul><li>Social monitoring tools point to referrer </li></ul><ul><li>Referrer ties to your analytics da...
Summary <ul><li>Social Media and the Social Web </li></ul><ul><li>Social Media Channels </li></ul><ul><li>Social Media Met...
More Information Twitter: evansdave Blog: http://www.ReadThis.com [email_address]
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socStardom2: Social Media Marketing with Dave Evans

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This is the presentation shared with socStardom attendees on March 9 (http://www.twitter.com/socStardom) by Dave Evans, ClickZ.com social media marketing columnist and author of Social Media Marketing: One Hour a Day

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Transcript of "socStardom2: Social Media Marketing with Dave Evans"

  1. 1. SOCIAL MEDIA MARKETING Dave Evans, Author, Social Media Marketing: An Hour a Day
  2. 2. Why Social Media? “ I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge . I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out . I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings .” --Tim Berners Lee, 1995
  3. 3. Social Media Mechanics <ul><li>Social Feedback - Business </li></ul><ul><li>Social Feedback - Personal </li></ul><ul><li>Disclosure and Transparency </li></ul><ul><li>Touchpoint Analysis </li></ul><ul><li>Social Media Channels </li></ul><ul><li>Channel Integration </li></ul>
  4. 4. The Purchase Funnel relative media spending brand awareness keyword be aware consider buy
  5. 5. The Feedback Cycle consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth relative media spending be aware consider buy use form opinion talk Social content, networks, and interactions brand awareness keyword
  6. 6. The Networking Cycle contact info word-of-mouth Social Web (social media) shows up here. business card Google meet you form opinion talk
  7. 7. Example: Disclosure <ul><li>Jive Software </li></ul><ul><li>Belkin </li></ul><ul><li>Prowler </li></ul><ul><li>DELL </li></ul>
  8. 8. Business to Business <ul><li>IBM (Sales) </li></ul><ul><li>Shell (Consulting) </li></ul><ul><li>Freescale (Developers) </li></ul>
  9. 9. Business to Consumer <ul><li>Wegman’s (Grocer) </li></ul><ul><li>BMW (Automobiles) </li></ul><ul><li>Dial (CPG) </li></ul>
  10. 10. Non-Profit/ Cause Related <ul><li>The Brooklyn Museum </li></ul><ul><li>NASA/ Mars Phoenix </li></ul><ul><li>ProstateNet.org </li></ul>
  11. 11. Touchpoint Analysis
  12. 12. Touchpoint Optimization talk-value performance Identify and focus on what gets talked about. ??? ???
  13. 13. Touchpoint Analysis There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your business that matter to your customers, and, that you can control. Functional talk-value Performance of touchpoint positive conversation Customer talk-value Importance of touchpoint value to customer Channel talk-value consistency of touchpoint replicable experience
  14. 14. Sample Touchpoints <ul><li>Zappos </li></ul><ul><li>Whole Foods </li></ul><ul><li>Chili’s </li></ul>
  15. 15. Touchpoints: Low Hanging Fruit <ul><li>Look for the little things that matter to your customers </li></ul><ul><li>These are the things they’ll talk about. </li></ul>
  16. 16. The Social Media Channels Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS EMAIL (BACN) SMS and TEXT EVENTS and CALENDARS STATUS UPDATES Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use. Social Interactions
  17. 17. Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics. Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising Conversion (Purchase) COLLABORATIVE TOOLS BLOGS VIDEO PERSONAL SOCIAL NETWORKS MICROBLOGS EMAIL (BACN) SMS AUDIO (PODCAST) WIKIS EVENTS WHITE-LABEL SOCIAL NETWORKS PHOTOS
  18. 18. Core Networking Platforms <ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  19. 19. LinkedIn <ul><li>Profiles </li></ul><ul><li>Connections </li></ul><ul><li>Recommendations </li></ul>
  20. 20. Facebook <ul><li>Home </li></ul><ul><ul><li>Status Updates </li></ul></ul><ul><ul><li>Live Feed </li></ul></ul>
  21. 21. Facebook <ul><li>Profile </li></ul><ul><ul><li>MiniFeed </li></ul></ul><ul><li>Inbox </li></ul>
  22. 22. Facebook Business Page <ul><li>Direct Interaction </li></ul><ul><li>Topic Focus </li></ul><ul><li>Link w Custom URL </li></ul>
  23. 23. Twitter <ul><li>Profile </li></ul><ul><li>Following </li></ul>
  24. 24. Powering Your Core [30] <ul><li>Your Blog </li></ul><ul><li>Guest Blogs </li></ul><ul><li>Comments </li></ul>
  25. 25. Your Blog <ul><li>Your Identity </li></ul><ul><li>Your Content </li></ul><ul><li>Pointers/ Links </li></ul>
  26. 26. Guest Blogs <ul><li>Your Content </li></ul><ul><li>Their Audience </li></ul><ul><li>Points to You </li></ul>
  27. 27. Comments <ul><li>Your Content </li></ul><ul><li>Participation </li></ul><ul><li>Community </li></ul>
  28. 28. Social Media Metrics <ul><li>The Social Connection </li></ul><ul><li>The Net Promoter Score </li></ul><ul><li>Establishing an ROI </li></ul>
  29. 29. The Social Flywheel It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.
  30. 30. Measurement Points    Social Media Monitoring Web Analytics Pipeline Metrics Relevance { Impact { { Content {
  31. 31. Social Media Measurement <ul><li>Raw Data </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Conversational Data </li></ul><ul><ul><li>BlogPulse </li></ul></ul><ul><ul><li>Collective Intellect </li></ul></ul><ul><ul><li>Cymfony </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Techrigy SM2 </li></ul></ul><ul><li>Diagnostic Data </li></ul><ul><ul><li>Net Promoter </li></ul></ul>
  32. 32. Web Analytics
  33. 33. Tracking Vanity URLs <ul><li>In print and TV, “vanity” URLs can be tracked </li></ul><ul><li>Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web. </li></ul>
  34. 34. The Net Promoter Score <ul><li>Likelihood of Recommendation (0-10) </li></ul><ul><li>Share of Promoters (9-10) </li></ul><ul><li>Share of Detractors (0-5) </li></ul><ul><li>Difference is Net Promoter score </li></ul>
  35. 35. Baseline Measures  ROI <ul><li>Conversation (Inference) </li></ul><ul><li>Historical Analytics </li></ul><ul><ul><li>TIP: Social Dashboards provide historical data as well as current. </li></ul></ul>
  36. 36. Building Your Toolbox <ul><li>Clarify Your Business Objectives </li></ul><ul><li>Quantify Your Audience </li></ul><ul><li>Integrate Selected Social Channels </li></ul><ul><li>Set Up Monitoring and Measurement Plan </li></ul>
  37. 37. Understand Your Business Social Media is a NOT a universal answer!
  38. 38. Understand Your Audience Consumption and participation are indicators of the clear trend.
  39. 39. Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics. Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising Conversion (Purchase) COLLABORATIVE TOOLS BLOGS VIDEO PERSONAL SOCIAL NETWORKS MICROBLOGS EMAIL (BACN) SMS AUDIO (PODCAST) WIKIS EVENTS WHITE-LABEL SOCIAL NETWORKS PHOTOS
  40. 40. Monitor and Measure <ul><li>Social monitoring tools point to referrer </li></ul><ul><li>Referrer ties to your analytics data* </li></ul><ul><li>Analytics data shows site path and goals </li></ul>* It’s less than perfect, but it’s better than nothing!
  41. 41. Summary <ul><li>Social Media and the Social Web </li></ul><ul><li>Social Media Channels </li></ul><ul><li>Social Media Metrics </li></ul><ul><li>Build Your Toolbox </li></ul><ul><li>QUESTIONS? </li></ul>
  42. 42. More Information Twitter: evansdave Blog: http://www.ReadThis.com [email_address]
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