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Social Media: Is it Worth It?


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As marketers have urged businesses to turn to social channels, businesses are overwhelmed with networks and time constraints. Are you making the most of social media?

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Social Media: Is it Worth It?

  1. 1. Social Media Are You Gettingthe Most From It? © 2012
  2. 2. OverviewIs it really worth it?Where should you be?How to manage your timeWhat to talk about © 2012
  3. 3. Is Social Media Worth It?How should you measure success? Followers? Engagement? Website Visitors? Bookings? © 2012
  4. 4. FollowersEvery system tells you the number of followersSome tools tell you the “quality” of followers Whether they re-post/retweet your posts Do they have clout (Klout)? Are they engaged with you © 2012
  5. 5. EngagementFacebooks Insights show engagement asvalue Engagement can spread the word Engagement itself isnt value © 2012
  6. 6. Website VisitsTracking visits from Social Media Traditionally has been tricky A year or more ago, Googles social report gave a glimpse Recently GAs new Social report shows more detail (more on this later) © 2012
  7. 7. Website VisitsInnkeeper experiences: Visits from Twitter, Foursquare, Facebook, and Pinterest for 6 months, year over year All social sites (except Foursquare) showed increased referral traffic in 2011-2012 vs 2010-2011 Twitter Facebook Pinterest Foursquare 2011 15.5 304.0 0.0 0.0 2012 21.5 371.7 19.6 0.0 Increase 27.97% 18.22% 100% 0.00% © 2012
  8. 8. BookingsTracking real booking sources is challenging Least reliable: Guest statements Somewhat reliable: Google Ecommerce referral info More reliable: Intell-A-Keeper © 2012
  9. 9. BookingsGoogle Analytics has now added Multi-ChannelFunnels You must have Goals set up Track guest across several sources See contribution each source makes to the conversion © 2012
  10. 10. BookingsGoogle Analytics Social Reports now showsocial contribution to conversions Overview Sources Pages Conversions Social Plugins Social Visitor Flow © 2012
  11. 11. Where Should You Be?Where the guests are! Start with the demographics of YOUR target audience Age Gender Income Education © 2012
  12. 12. Demographics of Social Sites Facebook Twitter LinkedIn Pinterest 71% over Income $50-99k $50-99k $25-99k $50k At least At least 50% 4 yr College andEducation some some degree or beyond college college more 81% over Age 68% 35-45 81% over 35 90% over 25 25 59% Gender 57% Female 50% Female 82% Female Female Approximate ranges source:, Mar. 9 2012 © 2012
  13. 13. How Do You Manage Your Time? Hire a Social Media person Devote time to social media Combine or automate some postings © 2012
  14. 14. How Do You Manage Your Time?Post in multiple locations at once Facebook, Twitter, LinkedIn, total of 32 networks Google+ not yet supported TweetDeck Twitter, Facebook, LinkedIn, others Google+ not yet supported Seesmic (closing) HootSuite In closed beta test for Google+ Posterous © 2012
  15. 15. How Do You Manage Your Time? Post in multiple locations including Google+ Extensions for Chrome web browser to publish to G+ and others Publish Sync G++ © 2012
  16. 16. How Do You Manage Your Time? Post in multiple locations including Google+ Chrome extensions to publish from Google+ to others Extended Share for Google+ ( Syncc ( Start Google+ ( Gooce+ ( © 2012
  17. 17. What Should I Talk About?Develop your “voice”Give away information (and become an expert)Its about helping, not selling The fastest way to have people un-follow you is to Sell, Sell, Sell. © 2012
  18. 18. SummaryDecide how to measure success Followers, Engagement, Website visits, BookingsParticipate in the media where your guests areManage your time/expensesBecome an expert on your area © 2012
  19. 19. Thank you! Scott © 2012