Your SlideShare is downloading. ×
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
No bs guide to social media   internet world
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

No bs guide to social media internet world

1,004

Published on

Social media playtime is over. Go beyond the buzz with social media marketing strategies designed to make any financial director smile. From social activation to hardcore ROI, Tracy Falke will deliver …

Social media playtime is over. Go beyond the buzz with social media marketing strategies designed to make any financial director smile. From social activation to hardcore ROI, Tracy Falke will deliver the social media best practices marketers are using to adapt to the biggest shift in communication since the advent of the printing press.

Topics covered:
1. The Basics - Nailing your Business Objectives & Target Audience
Any good marketing effort should begin with the brief. Ensuring you're clear on what you're trying to achieve - in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy. Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?
2. Content Strategy & Integration
What do your customers want to hear and how can it aid your full SEO & marcomm objectives? We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online. In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.
3. Your toolbelt
What tools will you need to pull the whole thing off? From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.
4. What happens when things go wrong?
Social media invariably opens a business to new risks. In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities. We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.
5. Measuring Success
Results are everything. But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile? We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.
Presented by: Tracy Falke, Director of Strategy: Content, Search, Social Media & Emerging Technology, Powershift Media Group

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,004
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • Lead Generation & SalesBrand AwarenessCrisis & Reputation ManagementCustomer ServiceRecruitmentMarket Intelligence
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • 96% of half the world’s population belong to a social network 75% of the UK’s active internet population access social daily
  • User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning & creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)
  • Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens.   If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google).  Lufthansa, though responding in social, are not utilising their social properties effectively & thus, they cannot control these results.  I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
  • Incorporate business objectives & KPIs including: SEO strategyMarcomms Strategy Online & Offline PR activities Corporate events
  • Successful marketing in any channel depends on knowing the platform. Given Twitter’s stripped down functionality, it’s even more important to make sure your users get the right experience.One of the most common automation mistakes I see is autofollow direct messaging.My inbox is crammed full of these sorts of messages, some with more personal messages than others. They’re not full of insight and generally, if they do contain a link, it’s self promotional content which I wasn’t interested in.Given that you can’t block delete these messages, I’ll just have to suffer on with an inbox full of ‘thanks for the follow, I’m excited to share my life’s passion with you’ messages. In the real world, this sort of behaviour would be considered poor social etiquette and online, in a society that’s poor on time (which let’s face it, is why Twitter became so popular in the first place), this is poor form.I generally tend to unfollow the more extreme examples of this.Social media, and Twitter specifically, isn’t about ‘no limit’s marketing, but more about knowing the limits of the platform. Add thank you for following!
  • This next example is another illustration of poor automation.Clearly, this user isn’t capable of typing or even re-tweeting this fast, and he’s literally dumping loads of content across my twitter stream. To what use? There may be lots of valuable content here, but if it comes in this sort of volume, this quickly, I lose interest. It’s sort of like when you hear about an ‘Awesome, award-winning film’ about 1000 times before you finally decide to just wait to see it on DVD. What’s worse, is that these automators are squandering valuable content with no thought for the available audience.It seems that these self-professed social media marketing gurus missed the lesson on audience segmentation. At the very least, your automation model should take the basics into consideration:Location – so tweeting good content across the time zones to make sure global users have accessInterest – using keywords & topics that generate the most interest And they’ve missed an important social rule: being polite. I liken this sort of dumping to a loud drunk guy in the bar that no one listens to, even if he’s a genius. Too much volume in too short of a space of time is a big automation no no.
  • Transcript

    • 1. THE NO BS GUIDE TO SOCIAL MEDIA:Social Media Strategies and Best Practices for Marketers
      Tracy Falke
      Powershift Media Group
      Online Marketing Summit
      Internet World, May 2011
    • 2. Agenda
      Introduction to social media
      Nailing your business objectives and target audience
      Content Strategy and Integration
      Your toolbelt: Managing & Monitoring your social media
      What happens when things go wrong?
      Measuring Success
    • 3. Social Media is big
    • 4. So big it accounts for 22% of all time spent online
      * Neilsen, June 2010
    • 5. So big that 75% of the UK’s active internet population access social daily
      * Neilsen, June 2010
    • 6. Big business, social media?
    • 7. Lead Generation
    • 8. Sales
    • 9. Brand
      Awareness
    • 10. Reputation
      Management
    • 11. Crisis
      Management
    • 12. Customer
      Service
    • 13. Recruitment
    • 14. Market
      Intelligence
    • 15. Build
      Authority
    • 16. Drive Cost
      Efficiencies
    • 17. The big hitters!
      Social platforms for business.
    • 18. Challenges for Social Media & Big Business
    • 19. Why business has been slow to SMM
      Unsure of what investment to make & how to measure ROI
      Lack of experience
      Lack of benchmarks
      Lack of staff
      Inability to specify infrastructure
      Inability to train staff
      No business process
    • 20. How do other businesses use social?
    • 21. 79% of Fortune 100 global companiesuse at least 1social media platform
    • 22. 29% of Fortune 100 global companies use the 4 major social media platforms
    • 23. 35% have a corporate blog
      50%have a Youtube Channel
      54%have a Facebook fan page
      65%have a Twitter account
    • 24. 82% update Twitter an avg of 27 times per week
      68%upload and average of 10 videos per month
      59%post an average of 3.6 Facebook updates per week
      36%update their corporate blog an avg of 7 posts per month
    • 25. So why should you care?
    • 26. Peer to peer recommendations online a key factor in 50% of purchase decisions:
      Online word-of-mouth recommendations are highly trusted by consumers
      (McKinsey, 2010)
    • 27. Social media users spend 66% longer on social networks
      (Nielson, 2010)
    • 28. Ad conversion through social higher
    • 29. Uplift through Social
      Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.
    • 30. 25% of search results for the World’s Top 20 largest brands are links to user-generated content .
      (SES, ClickZ 2009)
      * Neilsen, June 2010
    • 31. Social media is where your customers live, work & play.
    • 32. Social Media Marketing is how we reach them.
    • 33. Considerations for SMM
      Social media marketing is very different for every business:
      Are you a large corporate or a small business?
      Are you selling your services or products?
      Is your offer local, regional, national or international?
      Are you selling to end consumers or to other businesses (B2C v B2B)?
    • 34. WHAT KIND OF BUSINESS ARE YOU?
      Global, national, regional or single premise?
      Products or services?
      Marketing and communication team or one man band?
    • 35. Building a Company with Social Media
    • 36. Social Media is big
      Social Media:
      The biggest shift in communication since the printing press
    • 37. Social Media is big
      Social Media is the biggest shift in communication since the invention of the Gutenberg printing press
      From
      broadcasting
      your
      message
    • 38. To
      listening
      and engaging
      your
      audience
    • 39. Social Media in Context
    • 40. The Big Shift in Marketing Landscape
    • 41. An active social presence sells!
    • 42. Social Media CPA is lower
    • 43. In other words, social media is COST EFFECTIVE
    • 44. Different types of Social Media engagement
    • 45. LEVELS OF ENGAGEMENT
    • 46. VOLUME OF MESSAGE AMPLIFIED
    • 47. Content Relevance
      Domain Credibility
      Channel Alignment
      Timing (temporal relevance)
      Audience Confidence
      SOCIAL SUCCESS
    • 48. Nailing your business objectives & target audience
    • 49. Nailing your Business Objectives and Target Audience
      Any good marketing effort should begin with the brief.  Ensuring you're clear on what you're trying to achieve -  in digital,social and business metrics - and with whom is key to forming the most effective and efficient strategy.  
      Yet how can you make social media provide significant ROI when you have a wide range of stakeholder needs and limited resource?
    • 50. The Brief
      Business Objectives
      Sell more products or services
      Cultivate influence and authority = more press inches
      Cut business overheads
      Optimise business efficiency
      Optimise marketing efforts
    • 51. The Brief
      Digital Objectives
      Higher macro-conversions
      Purchase
      Registration
      Comments
      Social shares
      Higher micro-conversions
      Multiple category views
      Download brochure or pdf
      Increased dwell time
    • 52. XXXBrand Business Objectives
      1. Drive More Business2. Increase Reputation 3. Develop Relationships4. Increase Visibility
    • 53. Digital Goals for Social Media
      1. Drive traffic to the website 2. Drive better qualified leads3. Increasing conversions to “QUOTE REQUEST”& deal4. Greater awareness of the service offer 5. Amplified Public Relations Messages 6. Market Intelligence 7. Reputation Management opportunities8. Customer Service9. Recruitment
    • 54. Additional Objectives in SMM
      Increased web equity
      Increased visibility for our product portfolio & services through search engines & social environments
      Increased effectiveness & higher cost efficiencies in our SEO & PPC marketing efforts
      Increased ranking & conversion for highly competitive search terms
      Increased brand profile
      Increased visibility in existing business audiences
      Establishing position as a thought leader in our industry
      Demand Generation
      Establish the need for your products or services in market
      Show the problem, provide the solution
    • 55. Questions & Answers
      WHAT ARE YOUR BUSINESS OBJECTIVES?
      WHAT ARE YOUR DIGITAL OBJECTIVES?
    • 56. Biggest Platforms by Country
    • 57. AUDIENCE DISCOVERY
      WHO
      Who are your stakeholders?
      WHAT
      What are you trying to communicate or achieve?
      WHEN
      When is your target audience online and in the places you are trying to reach them?
      WHERE
      Which platforms best suit your audience, given the above?
      WHY
      How does this communication help to achieve my core business and digital objectives?
    • 58. 5 W’s for Marketing
    • 59. DECISION MAKERS
      THEY WANT:
      Competitiveness of your offer
      Evidence of your company’s industry prowess
      Benefits of doing business with your company
      Financial stability of your organisation
      Useful content ( link bait) such as calculators, videos, account tracking, related products
      Account details
      Account contact details
      Relevant case studies to their sector
    • 60. JOURNALISTS
      THEY WANT:
      Up-to-date news
      New product news & information
      The fine print
      Company statements
      Key Contacts
    • 61. Audience Discovery:
      SEO Research
      Keyword Research & Analysis
      Google searches
      Google Trends
      Google Insights
      Social platform specific search tools
      Twittergrader.com
      Klout
      FINDING THE TARGET AUDIENCE
    • 62. TWITTER
      Sustainability 2000
      Sustainability Development 90
      CSR 222
      Corp Social Responsibility 100
    • 63. Social Media Marketing on the rise
    • 64. Resources used by other brands
      11 channels
      35 Twitter accts
      6 people
      11 channels
      6 people
      9 channels
      1400+ people
      11 channels
      6 YR old community,
      1.7M users
      35 people
    • 65. Content Strategy & Integration
      What do your customers want to hear and how can it aid your full SEO & marcomm objectives?  
      We cover a range of top level search engine optimisation tactics which allow you to laser target your communications, social media optimise (SMO), and solicit user generated content to support your overall visibility online.  In addition, we cover the most efficient processes used to produce content, how to get social media content through compliance/legals, and how to use social media automation to cut down on time and resource.
    • 66. Media Fragmentation
      Direct Mail Print & Press
      Brand Website
      Magazine Forums
      Blogs
      Trade sites
      Banners
      Email
      PPC/ SEO
      Affiliates
    • 67. Key Social Media Marketing Platforms
    • 68. Owning the search page!
    • 69. Ignoring the search page!
    • 70. Social Media Content Strategy
      THE BIG PICTURE
      Identify bus objectives , KPIs & other marketing activities
      WHAT DO WE HAVE & WHAT DO WE NEED?
      Audit existing content & Identify opportunities to create new content
      BROADER SOCIAL INFLUENCERS & CONSUMERS:
      • Social Networking Sites
      • 71. Affiliate Content Sites
      • 72. Forums
      CUSTOMERS &
      INFLUENTIAL
      BLOGGERS:
      INDUSTRY INFLUENCER
      SITES:
      WHERE IS BEST?
      Planning content placement across selected channels
      CORE CONTENT
      CREATE
      Writing &/or re-purposing content to service goals & channels
      KEEP ENGAGED!
      Ongoing engagement across platforms
    • 77. Customer behaviours in Social
      Close family & friends = Known Peer Influencers
      Independent bloggers = Key Influencers
      Corporate Bloggers = Key Influencers
      Contributors to Youtube, Flickr,etc = Social Influencers
      Anonymous peer reviews = Social Influencers
    • 78. Search & Social work in concert
    • 79. Social Media Maximises Search Spend
    • 80. AN INTEGRATED APPROACH
      Offline
      PR & Distribution Networks
      Web Equity & Visibility
      Social Properties
      Blog
      • Content
      • 82. SocialFeatures
      Brand Site
    • 83. PPC: Deals
    • 84. Deals by Channel
    • 85. Search Terms to Site to June 2010
      Competitor names
    • 86. Keyword Density on XXXBrand Site
    • 87. Search Terms to Site to June 2010
      Brand mention)
      Competitor Mentions
    • 88.
    • 89.
    • 90.
    • 91.
    • 92.
    • 93. Deals by Sector to Date
    • 94. What customers are searching for
    • 95. BRAND TERMS
      j
      PRODUCT SPECIFIC TERMS
      k
      COMPETITOR TERMS
      l
      NEEDS BASED TERMS
      m
    • 96. Brand name
      Brand Abbreviation
    • 97. Week 2 Content Development Plan
    • 98. Review and 2010 plan
      Activity Plan
      90 day pilot
      September
      October
      December
      January
      October
      November
      September
      Sales team support
      Site redesign
      Set-up
      Agree business objectives
      Monitoring:
      Weekly data collection, analysis and review
      Monitoring:
      Weekly data collection, analysis and review
      Monitoring:
      Weekly data collection, analysis and review
      Agree data analysis approach
      Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial)
      Key words
      Pilot Review
      Full review and analysis of campaign to date
      Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial)
      Competitors
      Engagement Activity to engage with online PR opportunities (e.g. campaigns, editorial)
      Agree on engagerment strategy for pilot period
      Sweep of all recent social media
      2010 Strategy
      Recommendation of ongoing strategy and engagement
      • Budget requirements
      • 99. Process changes
      • 100. Resource recommendations
      Agree on any changes or engagements
      Agree on any changes or engagements
      Agree on any changes or engagements
      Reporting:
      Monthly report on findings, recommendations and strategy
      Analyse data
      Reporting:
      Monthly report on findings, recommendations and strategy
      Reporting:
      Monthly report on findings, recommendations and strategy
      Report on findings, provide recommendations for engagement strategies
    • 101. Compliant Content Suites
      50 pre-written tweets per web article for scheduled daily release
      Eg: Asset Finance helps Cornish Bakery raise working capital
      5 Facebook Updates (1 pw release)
      Eg: Business Finance to ease cashflow for Cornish Bakery
      5 LinkedIn Group Updates (1 pw)
      Eg: Asset Financing to help Cornish Bakery’s business development
      1 Adaptation per web article
      Video of Case study or Relationship Manager Diary per case
      Photos Uploaded with Search Term names
    • 102. Collaborative & Compliant
      2.
      3.
      1.
      4.
      Content Suites Created from Compliant Copy
      Press Release created by PR agencies
      Content Released via Manual & Scheduled Methods
      Content Signed off for Release
      Release
      Content Suite
      Company
      Sign Off
      PR
    • 103. MANAGING & MONITORING
      YOUR SOCIAL MEDIA
    • 104. Your Toolbelt
      What tools will you need to pull the whole thing off?  
      From enterprise solutions to down and dirty free online services, we kit you out with the best toolsets to serve your social media marketing efforts.
    • 105. Automation helps...
      Ongoing SM monitoring
      for your own business & competitor activity via quantitative & qualitative means
      Publication of content
      • Blog, status updates, Twitter updates, Linkedin profiles
      • 106. Auto-messaging around offers & possible customer service issues
      Pushing content across channels
      Using cross platform functionality to cut down effort of updating across social media platforms & environments
      Workflow of SM activity into business process
      Setting SM accounts up to auto-alert your business to engagement & send information to the correct business unit
    • 107. Automation allows segmentation
    • 108. Managing Multiple Accounts
    • 109. Monitoring your channels & issues
    • 110. Keeping an eye out for the opportunities
    • 111. No Limits or Know the limits?
    • 112. Too much info!
    • 113. ENTERPRISE TOOLS
      Radian 6
      Crimson Hexagon
    • 114. Etiquette (Be Social)
      Automation at a rate of 80/20
      Social Drivers & Tribes works best
      SOCIAL MEDIA MARKETING PRINCIPLES
    • 115. DO connect to your "real-world" friends.
      DO integrate your existing contacts across platforms
      DO tie in all social properties to each other where possible
      DO update frequently
      DON'T become a Spammer
      DO unto others....
      DON'T make assumptions about your own irresistibility
      DO keep your profile current
      DON'T confuse quantity for quality
      DON'T pass along questionable requests
      DO join relevant groups & participate
      DO disconnect from bad apples when you need to
      SOCIABILITY: The Basics
    • 116. What happens when things go wrong?
      Social media invariably opens a business to new risks.  
      In a risk averse environment, it's vital to have a plan in place to mitigate potential damage and exploit any opportunities.  
      We will give you the lowdown on how to create your own bespoke crisis and reputation management strategy, building on the modules above.
    • 117. CRISIS MANAGEMENT PLAN
    • 118. What’s a Crisis Management Plan?
      Establish “crisis scenarios”
      Develop a bank of content to combat these potential scenarios
      Establish a deployment & escalation model to push out this content
      Reputation management services
      Managing the search results page!
      90% of users don’t look beyond the first results page in Google
      Make sure bad news gets shoved off the first page
      And is replaced with positive news
      What about when things go wrong?
    • 119. British Petroleum: Losing Equity
      }Brand .Com
      }Social Property
      }News Sites
      }Social Property
      }News Sites
      }Social Property
      }News Sites
    • 120. BP: A Brand in Crisis
      } Branded PPC
      }Social Properties
      }News Sites
      } Videos (non-brand)
      }Brand .Com
    • 121. Escalation model examples
    • 122. Crisis Management models
    • 123. MEASURING SUCCESS
    • 124. Measuring Success
      Results are everything.  But in a world with so many customer 'actions' and in the case of many businesses, a lack of hard conversion points, what metrics are needed to make your financial director smile?  
      We take you through the 'Holy Trinity' of social media marketing metrics step by step to ensure you're measuring micro and macro conversions to best effect.
    • 125. XXXBrand Name Business Objectives
      Raise money from Investors
      Acquisition
      Activation
      Retention
      Referral
      Investment
      Increase Visibility in Market
      Visibility in search engines for:
      • Company Profile
      • 126. Product range & IP Assets
      Increase Influence
      Developing profile of key executives to:
      • Develop Partnerships & Relationships
      • 127. Increase share of voice with key influencers
    • The Holy Trinity of Metrics
      Digital Metrics
      Social Media Metrics
      Business Metrics
    • 128. Digital Metrics
      Web Analytics
      Traffic increase to site
      Through natural search increased visibility
      Through Social Media properties
      Click Through Rates on content distributed through Social Networks
      Retention on Site
      Interactions on Site
      Macroconversions
      Examples
      - Download company brochure
      - Data capture – email request for more information 
      Microconversions
      - Viewing multiple pages onsite
      - Unique vs returning user
    • 129. Journey D
      New/Returning visitors from keyphrases to measure sticky content and access from keyphrase
      Which sources are generating traffic to landing pages
      Visits to RFQ page broken down by entry source
      Conversions broken down by entry source
      Number of hops to go from keyphrase through categories to visit RQF
      Percentage of visits that resulted in accurate keyphrase to category journey
      1. New/returning visitors
      2. Entry source for all traffic (pie chart)
      3. Entry Source to page
      5. No of hops to goal funnel
      6. Keyphrase to relevant category as percentage of accurate association
      4. Entry Source by completed goals
    • 130. Social Metrics
      Quantitative Metrics
      Fans, Followers, Likes of FB page, etc
      Qualitative Metrics
      Engagement Metrics
      Clicks on content
      Re-tweets
      Shares
      Likes of content
      Comments on content
      Social Bookmarking
      Influencer Metrics
      % of following comprised of market influencers
      Engagement with Influencers
      @replies
      Conversations in social
      Conversation outside of social media
      Increase reach via Influencer Engagement
      # of Influencer followers if Influencer engages with content
      RT’s
      Comments
      Likes
      Shares
      Social Bookmarking
      Blog commentary
    • 131. Social Metrics
    • 132. Business Metrics
      Increased enquiries from Investors
      Increased share of voice in search engines
      Increased data capture
      Decreased overheads (customer service teams, human resource)
      Decreased SEM spend
    • 133. WHAT ARE YOUR CHALLENGES?
      What kind of analytics do you use?
      What type of measurements do you make?
      How successful have you been so far?

    ×