socStardom2: Social Media Marketing with Dave Evans

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 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

Social Media Mechanics

Social Feedback - Business

Social Feedback - Personal

Disclosure and Transparency

Touchpoint Analysis

Social Media Channels

Channel Integration

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 spending be aware consider buy use form opinion talk Social content, networks, and interactions brand awareness keyword

The Networking Cycle contact info word-of-mouth Social Web (social media) shows up here. business card Google meet you form opinion talk

Example: Disclosure

Jive Software

Belkin

Prowler

DELL

Business to Business

IBM (Sales)

Shell (Consulting)

Freescale (Developers)

Business to Consumer

Wegman’s (Grocer)

BMW (Automobiles)

Dial (CPG)

Non-Profit/ Cause Related

The Brooklyn Museum

NASA/ Mars Phoenix

ProstateNet.org

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 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

Sample Touchpoints

Zappos

Whole Foods

Chili’s

Touchpoints: Low Hanging Fruit

Look for the little things that matter to your customers

These are the things they’ll talk about.

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

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

Core Networking Platforms

LinkedIn

Facebook

Twitter

Profiles

Connections

Recommendations

Facebook

Home

Status Updates

Live Feed

Facebook

Profile

MiniFeed

Inbox

Facebook Business Page

Direct Interaction

Topic Focus

Link w Custom URL

Twitter

Profile

Following

Powering Your Core [30]

Your Blog

Guest Blogs

Comments

Your Blog

Your Identity

Your Content

Pointers/ Links

Guest Blogs

Your Content

Their Audience

Points to You

Comments

Your Content

Participation

Community

Social Media Metrics

The Social Connection

The Net Promoter Score

Establishing an ROI

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.

Measurement Points    Social Media Monitoring Web Analytics Pipeline Metrics Relevance { Impact { { Content {

Social Media Measurement

Raw Data

Google Alerts

Conversational Data

BlogPulse

Collective Intellect

Cymfony

Radian6

Techrigy SM2

Diagnostic Data

Net Promoter

Web Analytics

Tracking Vanity URLs

In print and TV, “vanity” URLs can be tracked

Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web.

The Net Promoter Score

Likelihood of Recommendation (0-10)

Share of Promoters (9-10)

Share of Detractors (0-5)

Difference is Net Promoter score

Baseline Measures  ROI

Conversation (Inference)

Historical Analytics

TIP: Social Dashboards provide historical data as well as current.

Building Your Toolbox

Clarify Your Business Objectives

Quantify Your Audience

Integrate Selected Social Channels

Set Up Monitoring and Measurement Plan

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 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

Monitor and Measure

Social monitoring tools point to referrer

Referrer ties to your analytics data*

Analytics data shows site path and goals

* It’s less than perfect, but it’s better than nothing!

Summary

Social Media and the Social Web

Social Media Channels

Social Media Metrics

Build Your Toolbox

QUESTIONS?

More Information Twitter: evansdave Blog: http://www.ReadThis.com [email_address]

socStardom2: Social Media Marketing with Dave Evans

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