Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls
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Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls

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Jason Falls ...

Jason Falls
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama

Telling your story and serving the branding and awareness function of marketing only gets you so far. At some point, someone will ask what your company is getting from social.

Award-winning strategist Jason Falls will bring his candid, no-b.s. style to the task, illustrating how you can drive and measure business outcomes with strong social marketing efforts.

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  • The truth is that you can sell ... you can even sell and not engage ... and you can measure return on investment. The purists have been telling us some good things about social media. We agree that your best practices as a social media marketer generally include listening, engaging and being more human as a company. <br /> But you can’t stop there. You need to look at social media marketing as a strategic communications channel. <br /> You need to set goals. You need to establish expectations so you have something to benchmark and measure against. <br /> But first, you have to know what social media marketing can do for your business. &lt;CHANGE&gt; <br />
  • These are the seven business drivers of social media marketing. We promise this is the only slide that requires much reading! That thing has more bullet points than a redneck’s pick up truck. <br /> The 7 are: <br /> (READ THEM FROM THE SLIDE QUICKLY) <br /> We’re going to talk about each of these briefly, and continue the theme of telling stories that show how people are accomplishing them. Then we’ll open the room up for some questions because if we can answer your questions rather than assume our presentation will, everyone goes home happy, right? <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • You can protect your reputation using social media. <br /> Do you want to be Chi Chi’s or do you want to be Domino’s Pizza? <br /> In 2003, granted a bit before the social media explosion, but still a relevant example, a Pittsburgh location of Chi-Chi’s Mexican Restaurants was hit with a Hepatitis A outbreak. Four people died and hundreds others got sick. The public was outraged, wanted answers, wanted to know what the company was going to do. The executives hid behind lawyers and brief, corporate communications statements. <br /> So the public responded ... with lawsuits. Chi-Chi’s later went bankrupt and closed all of its U.S. locations. <br /> Domino’s Pizza didn’t have the same scale of a problem ... we don’t think. The 2010 video of two North Carolina Domino’s employees desecrating a pizza they were allegedly then sending to customers, however, could have been a major blow to the company’s market position. But social media, which was the channel which exposed the offending video, also existed to help the company respond. CEO Patrick Doyle got on YouTube right away and said he would fix it. <br /> Have you seen the recent Domino’s commercials where they’ve got a feedback form on the box of their new chicken nuggets product? That’s a 180-degree turn around in less than a year! <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Public relations includes a lot of different fingers, but the primary discipline that makes up PR is media relations. Social media marketing and the tools and technology that support it actually allow your company to produce and become its own media. <br /> How many of you have heard of or read the Southwest Airlines blog? Do you think they would ever get one-one thousandth of the coverage in a traditional media outlet? Have you ever seen ManOfTheHouse.com? What about HomeMaidSimple.com. Both are high-trafficked and well-read blogs that cater to specific audiences ... one for men and one primarily focused on women. Both are productions of Proctor and Gamble. <br /> But social media marketing also allows you to connect with more media members on a more personal level as many journalists, producers and bloggers are plugged in as well. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Ah the golden cow ... building community. <br /> We told you about Fiskateers which is a great example of building community, but this is FAIT ICI (FATE EE-SEE). The name of this urban general store in Montreal, Quebec translates to “Made Here.” They sell mostly local and organic products that promote an environmentally friendly and healthy food lifestyle. <br /> When they launched in 2010, they had unprecedented media coverage, attention and local buzz for a new business. Why? Because several months before they even opened, they began to engage the local community on blogs, Twitter and other social media channels. They invited bloggers from around Montreal to contribute to their own healthy living blog and even created a 52-week, 52-person group blog around food in Montreal. <br /> They had connected people in Montreal with a common thread that led an entire audience of customers right to their doorstep. They spend next to nothing on advertising or traditional methods of marketing, yet had, on scale, arguably one of the most successful business launches in the history of Canada. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Another business driver is enhancing customer service. <br /> Everyone knows the stories of Comcast and Dell, right? Simply seeing customers complaining and responding with, “How can I help,” is a social media marketing tactic that has almost single-handedly turned both of those companies around in public perception and customer satisfaction. <br /> The same approach is working for lots of other companies and it can work for yours, too. This business driver is not only behind one of the three key business metrics: <br /> how much money did we make <br /> how much money did we save and <br /> *are our customers happy* <br /> but it’s probably the easiest to implement. <br /> Just start searching for mentions of your company, find unhappy people and reach out to them. Twitter ... blogs ... forums ... It doesn’t matter where, just find them and fix the problem. Even if you do it just one customer at a time, those customers will be more loyal and spend more money with you in the long term. <br /> By the way ... we used this stock photo because we think it’s the only one where the operator looking at the camera isn’t a white female with dark hair pulled back in a bun. Yay diversity. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Number six is research and development. <br /> In 2010 Papa John’s Pizza -- not to be outdone by Domino’s nice uses of social media -- wanted to develop a new specialty pizza. Instead of turning to their executive chef, they turned to their Facebook fans. They had a Pizza contest where they invited people to submit their ideas for an original pizza recipe. <br /> The winning recipe was a cheesy chicken cordon blue recipe (not pictured) and it was in stores being sold and making money for the company by the end of the year. They also used other entries which made it to the stores as well. <br /> But more importantly, Papa John’s got customer insight from people as to why they were mixing and matching certain ingredients. They captured all the stories and reasons behind the suggestions and used the exercise to gain lots of intelligence about their customers. And those insights wouldn’t have been possible in a traditional focus group. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Miss Shirleys is a popular Baltimore spot for Sunday brunch, so much so there’s often a lengthy wait to be seated. Last year, they decided to reward customers using Foursquare, a location-based social networking platform where you check-in and tell your friends where you are. If you check in enough times in a certain time period on Foursquare, you become the “Mayor” of the location ... an imaginary title the application dons on you, not the business. <br /> But Miss Shirleys ran a promotion where the sitting “Mayor” of Miss Shirleys two locations could skip the sometimes two-hour wait and be seated immediately on Sunday mornings! <br /> After educating its customers on how and why to use Foursquare, the restaurant saw a 427 percent increase in check-ins. Okay, but so-what? Well, those check-ins meant people were there. They were buying something. The promotion also brought about an 18 percent increase in sales! <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • So those are the seven business drivers of social media marketing. But what do I do now? The answer is simple, the actions are a bit more involved: <br /> You decide which of those you want to focus on for your business. <br /> You establish some goals and expectations within the framework of those seven areas. <br /> You execute strategies to help you accomplish those goals. <br /> You measure, adjust and keep getting better at it. <br /> It’s taking social media marketing through the strategic planning process. Knowing what it can do helps you decide what you want it to do. Then you have to set some goals and objectives for those areas that you can measure. <br />
  • On the question of ROI, understand that ROI stands for return on investment. It is a financial metric, a mathematic formula and the result is a percentage number that compares what you invested versus what you earned. <br /> In order to calculate the equation, you have to have the goal of producing revenue. <br /> But think about the seven business drivers &lt;CHANGE&gt; <br />
  • These are the seven business drivers of social media marketing. We promise this is the only slide that requires much reading! That thing has more bullet points than a redneck’s pick up truck. <br /> The 7 are: <br /> (READ THEM FROM THE SLIDE QUICKLY) <br /> We’re going to talk about each of these briefly, and continue the theme of telling stories that show how people are accomplishing them. Then we’ll open the room up for some questions because if we can answer your questions rather than assume our presentation will, everyone goes home happy, right? <br />
  • The problem is that “What is the ROI” is the wrong question. <br /> The right question is ... &lt;CHANGE&gt; <br />
  • What do I get in return? <br /> Can it be money? Certainly. Sell more products, capture more leads, drive new product features which can be tracked. <br /> You can also track and measure the value of customers in your community, who reach out to you on social media and compare that to traditionally-aquired customers to see if there is a difference in value. <br /> But you can also track metrics related to each of the seven business drivers of social media marketing. We go into a fair amount of detail on each of the seven and how to measure them in the book. If anything, you’ll walk away with a more clear understanding of how to set goals and build expectations you can measure, so the measurement part of all this becomes infinitely easier. <br /> But look at some of the returns you can track and report ... they’re all valid, but not all money! <br />
  • Our first business driver is enhancing branding and awareness. <br /> In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. <br /> But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. <br /> Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes. <br />
  • CALL FOR QUESTIONS <br /> Some topics we cover in the book to hit on (Ad-Lib if you need to get people started): <br /> We’ll be asked how to measure each of the 7. Have a canned answer or examples ready. <br /> Traditional media metrics have lied to us for years. <br /> Six steps for dealing with detractors. (MEMORIZE THEM) <br /> Who should be responsible for social media within the organization? <br /> Social media doesn’t violate policies. PEOPLE violate policies. Educate - Hire smarter. <br /> B2B Examples: ShipServe (increased sales-ready leads by 400% through blogging) <br /> 5 Mindset Shifts To Be A Better Social Media Marketer (MEMORIZE THEM) <br /> 5 Kick Starters To Think Like A Social Business (MEMORIZE THEM) <br />

Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls Presentation Transcript

  • The All-Business, No-Hype Guide to Social Media Marketing Prove It: How to design social to deliver business outcomes Jason Falls Purveyor of Instigatory Practices Y’all Connect Birmingham, Ala. June 13, 2014
  • The All-Business, No-Hype Guide to Social Media Marketing S-U-C-C-E-S-S
  • The All-Business, No-Hype Guide to Social Media Marketing The Truth Synthmaniac on Shutterstock.com
  • The All-Business, No-Hype Guide to Social Media Marketing 7 Business Drivers of Social Media Marketing • Enhance Branding & Awareness • Protect Your Reputation • Enhance Public Relations • Build Community • Enhance Customer Service • Facilitate Research & Development • Drive Sales & Leads
  • The All-Business, No-Hype Guide to Social Media Marketing Enhance Branding & Awareness
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Branding & Awareness • Audience awareness before vs. after • Reach & resonance of messaging • Number of online conversations about brand • % +/- in customer preference • % +/- in conversational market share • % +/- in Q-Score
  • The All-Business, No-Hype Guide to Social Media Marketing Protect Your Reputation
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Reputation • Number of positive mentions of brand • Number of negative mentions of brand • Number of negative conversations mitigated • Q-Score • Search engine result rankings for top keywords • Equivalent value of search engine traffic based on rankings
  • The All-Business, No-Hype Guide to Social Media Marketing Enhance Public Relations Matt Callow on Shutterstock.com
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Public Relations • Size of stakeholder groups • Activity enacted by stakeholder groups • Successful placements within outreach group • Response time to crisis situations • Sentiment of brand before/during/after • *All the other metrics we mention
  • The All-Business, No-Hype Guide to Social Media Marketing Build Community
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Community • Size of community • Activity of community • Purchase/Trial/Conversion from community • Dollar value vs. non-community member • Referral and recommendation from community
  • The All-Business, No-Hype Guide to Social Media Marketing Enhance Customer Service iStockPhoto.com
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Customer Service • Number of issues handled • Number of customers retained/up-sold • Cost savings from diverting call center costs • Customer satisfaction ratings • +/- positive & negative online mentions
  • The All-Business, No-Hype Guide to Social Media Marketing Facilitate R&D
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring R&D • Number of product ideas • Revenue from new product ideas • Number of feature ideas • Revenue increases from new feature ideas • Insights gleaned for product team • Insights gleaned for marketing team
  • The All-Business, No-Hype Guide to Social Media Marketing Drive Sales Miss Shirley’s
  • The All-Business, No-Hype Guide to Social Media Marketing Measuring Sales & Leads • Sales/Leads from blog • Sales/Leads from social network activity • Revenue from those leads • Social media customers vs. traditionally acquired • Conversion rates (social media to purchase point, and all points in between)
  • The All-Business, No-Hype Guide to Social Media Marketing The New Marketing Funnel
  • The All-Business, No-Hype Guide to Social Media Marketing Now What? Dieaugenwiede on Shutterstock.com
  • The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  • The All-Business, No-Hype Guide to Social Media Marketing 7 Business Drivers of Social Media Marketing • Enhance Branding & Awareness • Protect Your Reputation • Enhance Public Relations • Build Community • Enhance Customer Service • Facilitate Research & Development • Drive Sales & Leads
  • The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  • The All-Business, No-Hype Guide to Social Media Marketing What about ROI? What do I get in return?What do I get in return? Customer Satisfaction Scores Higher Search Engine Results New Product Ideas Lower Call Center Costs More Online Media Coverage More Subscribers Faster Response Times Higher Brand Recall Website Traffic Higher Retention Rate
  • The All-Business, No-Hype Guide to Social Media Marketing The Truth of Social Advertising
  • The All-Business, No-Hype Guide to Social Media Marketing The Truth of Social Advertising
  • The All-Business, No-Hype Guide to Social Media Marketing VoicePrintJewelry.com
  • The All-Business, No-Hype Guide to Social Media Marketing VoicePrintJewelry.com JFALLSFTW
  • The All-Business, No-Hype Guide to Social Media Marketing Jason Falls Damn Handsome @JasonFalls Jasonfalls.com There’s more where this came from!