Socialize your ROI


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You live on Facebook so you’ve got social media campaigns down, right? Building a brand, managing public slams and integrating across the digital space – second nature eh? Just in case – pop in to this jumpinteractive prezzie at the University of South Florida as we look at catering social campaigns by platform, creating a social culture and tracking your social ROI.

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Socialize your ROI

  1. 1. Well, hello... My name is Amanda and I play with words online.
  2. 2. Hatching Your Plan Whats your social goal? How are you going to measure success? Whats your brand personality? What key messages do you want to communicate?
  3. 3. Hatching Your PlanYour audience Who are they? What do they need and want? (Ask them.) Wheres their online community? Who are the influencers? What makes them post, connect, engage? What action do you want them to take?
  4. 4. Hatching Your Plan Picking your team Social guidelines Editorial calendars Guest contributors Content from other mediums
  5. 5. Hatching Your Plan - Social CRMLike... Radian6, Collective Intellect, NielsenBuzmetrics
  6. 6. Hatching Your Plan - Social CRMVolume: How many times youre mentionedFrequency: How often clusters (about you andyours) form around specific eventsInfluence: The potential impact of individualsdriving conversation about you and your bizSentiment: Whats the tone of conversation? cranky,happy, neutral
  7. 7. Plan for Good Content Create it often Make it easy for visitors to join in the conversation Encourage visitors to share your content Tailor your message to your visitor and your medium
  8. 8. Plan for ActionCraft calls to action that are: Short Compelling Clear
  9. 9. Plan for Medium - Facebook Use Insights to give visitors more of what they like Ask questions, take polls, give compelling info Make it personal by tagging peeps Blend organic posts w/ your paid advertising
  10. 10. Plan for Medium - Facebook
  11. 11. "Fan Me" Tips for Twitter Give more than you get Use analytics to hone in on the kind of tweets your listeners like Call people out (in a good way) with @mentions and direct messages Follow people that inspire you Use hashtags so people can find related info. for us that may mean #usability #webdesign #contentstrategy
  12. 12. "Fan Me" Tips for LinkedIN Start and participate in relevant discussion boards Give goodies away Use your network of stakeholders to spread your message Tailor ads and email drops by position, industry, biz size Finding talent through job postings
  13. 13. "Fan Me" Tips for YouTube and Flickr Take advantage of tags and geolocation opportunities Write strong descriptions that entice people to click Use videos and pictures in other mediums
  14. 14. "Fan Me" Content Broadcast
  15. 15. "Fan Me" Content Broadcast
  16. 16. "Fan Me" Content Broadcast
  17. 17. "Fan Me" Content Broadcast
  18. 18. Case Study: Sarasota Film Festival
  19. 19. Goals Drive online ticket awareness by 10% Spur conversation as measured through comments, customer service questions and participation in polls and contests Increase Web traffic through social media by 200%
  20. 20. Audience Want breaking insider information about films and events Compelled by film trailers and celeb pictures Looking for customer service online
  21. 21. Tactics Social training + communications 10-day trivia ticket contest on Facebook/Twitter Community cultivation by film features The Insider Tick Tock - updates on last-minute film and event tickets available Live event coverage Curating community
  22. 22. Tactics
  23. 23. Results 22% increase in ticket sales 538% increase in social media referrals to website Over 1 million website page views 150% increase in participant posts & retweets
  24. 24. "It will work. I am a marketing genius." – Paris Hilton
  25. 25. Stay in touch