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jumpinteractive at USF - Socialize Your ROI


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You live on Facebook so you’ve got social media campaigns down, right? Building a social brand, managing social slams and integrating social across your messaging and reporting--second nature eh? Just in case--pop in as we look at catering social campaigns by platform, creating a social media culture and tracking your social ROI. 

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jumpinteractive at USF - Socialize Your ROI

  1. 2. Well, hello... “ My name is Amanda & I play with words online” - Amanda
  2. 3. A Social Gage <ul><li>We go social to...  </li></ul><ul><ul><li>Stay in touch with friends & family  </li></ul></ul><ul><ul><li>Get recommendations on where to go & what to do </li></ul></ul><ul><ul><li>Share photos, videos, & updates with friends & family </li></ul></ul>
  3. 4. A Social Gage <ul><ul><li>65% of adult internet users use a social networking site like MySpace, Facebook, or LinkedIn. </li></ul></ul><ul><ul><li>61% of online Americans use social networking daily. </li></ul></ul><ul><ul><li>92% of SNS users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter. </li></ul></ul><ul><ul><li>52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace and 6% of LinkedIn users do the same. </li></ul></ul><ul><ul><li>Pew Research Center's Internet & American Life Project, June 16, 2011 </li></ul></ul>
  4. 5. As marketers, Social Media lets you... <ul><ul><li>Build trust and loyalty by giving customers what they want, when they want it. </li></ul></ul><ul><ul><li>Connect with customers by sharing content that makes them think, smile, act. </li></ul></ul><ul><ul><li>Listen and engage with customers before, during, and after a purchase. </li></ul></ul>
  5. 6. So, what do we measure? <ul><li>Visitors </li></ul><ul><li>Fans </li></ul><ul><li>Followers </li></ul>
  6. 7. So, what do we measure? <ul><ul><li>Frequency </li></ul></ul><ul><ul><ul><li>How often clusters (about you and yours) form around specific events </li></ul></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><ul><li>The potential impact of individuals driving conversation about you </li></ul></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><ul><li>What's the tone of conversation? cranky, happy, neutral </li></ul></ul></ul>
  7. 8. So, what do we measure? <ul><ul><li>Reach </li></ul></ul><ul><ul><ul><li>How many people saw your content </li></ul></ul></ul><ul><ul><li>Financials </li></ul></ul><ul><ul><ul><li>CRM data? Web Referrals? Online Sales? </li></ul></ul></ul><ul><ul><ul><li>Cost per lead / Cost per action / Cost per impression </li></ul></ul></ul><ul><ul><ul><li>Administration of contests, staff time listening and engaging community </li></ul></ul></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><ul><li>How many times you're mentioned </li></ul></ul></ul>
  8. 9. So, what do we measure? <ul><ul><li>Insights </li></ul></ul><ul><ul><ul><li>What are you learning? </li></ul></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><ul><li>How are you helping, inspiring, educating? </li></ul></ul></ul><ul><ul><li>Connection </li></ul></ul><ul><ul><ul><li>How strong are your relationships--responsiveness, quality of sharing, brand awareness? </li></ul></ul></ul>
  9. 10. So, what do we measure? <ul><ul><li>Interactions </li></ul></ul><ul><ul><ul><li>Likes </li></ul></ul></ul><ul><ul><ul><li>Recommendations </li></ul></ul></ul><ul><ul><ul><li>Shares </li></ul></ul></ul><ul><ul><ul><li>Google+ </li></ul></ul></ul><ul><ul><ul><li>Mentions </li></ul></ul></ul><ul><ul><ul><li>Contest Submissions </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul><ul><ul><ul><li>Posts  </li></ul></ul></ul>
  10. 11. Hatching Your Engagement Plan <ul><ul><li>How are you going to measure success?  </li></ul></ul><ul><ul><li>What's your brand personality? </li></ul></ul><ul><ul><li>What key messages do you want to communicate? </li></ul></ul>
  11. 12. Hatching Your Engagement Plan <ul><ul><li>Picking your team </li></ul></ul><ul><ul><li>Social guidelines </li></ul></ul><ul><ul><li>Editorial calendars  </li></ul></ul><ul><ul><ul><li>Monthly themes </li></ul></ul></ul><ul><ul><ul><li>Beats by author </li></ul></ul></ul><ul><ul><ul><li>Guest contributors </li></ul></ul></ul><ul><ul><ul><li>Content from other mediums </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul>
  12. 13. Hatching Your Engagement Plan <ul><ul><li>Social CRM like... Radian6, Argyle Social, Nielsen Buzmetrics , CoTweet </li></ul></ul>
  13. 14. Plan for Good Content <ul><li>Create it often. </li></ul><ul><li>Make it easy for visitors to join in the conversation. </li></ul><ul><li>Encourage visitors to share your content. </li></ul><ul><li>Tailor your message to your visitor and your medium. </li></ul>
  14. 15. Plan for Action <ul><li>Craft calls to action that are: </li></ul><ul><ul><li>Short </li></ul></ul><ul><ul><li>Compelling </li></ul></ul><ul><ul><li>Clear </li></ul></ul>
  15. 16. &quot;Fan Me&quot; Tips for <ul><li>Start and participate in relevant discussion boards. </li></ul><ul><li>Use your network of stakeholders to spread your message. </li></ul><ul><li>Great resource for finding talent. </li></ul>
  16. 17. &quot;Fan Me&quot; Tips for <ul><li>Use Insights to give visitors more of what they like. </li></ul><ul><li>Ask questions, take polls, give compelling info. </li></ul><ul><li>Make it personal by tagging peeps. </li></ul><ul><li>Share interesting articles. </li></ul><ul><li>Use photo galleries, videos, and animations. </li></ul><ul><li>Show love for related brands, community entities, and followers. </li></ul>
  17. 18. &quot;Fan Me&quot; Tips for <ul><li>Give more than you get. </li></ul><ul><li>Use analytics to hone in on the kind of tweets your listeners like. </li></ul><ul><li>Call people out (in a good way) with @mentions and direct messages. </li></ul><ul><li>Follow people that inspire you. </li></ul><ul><li>Use hashtags so people can find related info. for us that may mean #foodie #fishing #kyaking #shopping </li></ul><ul><li>Show love for related brands, community entities, and followers. </li></ul>
  18. 19. &quot;Fan Me&quot; Tips for and <ul><li>Take advantage of tags and geolocation opportunities. </li></ul><ul><li>Write strong descriptions that entice people to click. </li></ul><ul><li>Use videos and pictures in other mediums. </li></ul><ul><li>Spur dialogue & sharing on these platforms as well. </li></ul>
  19. 20. Case Study: Sarasota Film Festival
  20. 21. Goals <ul><li>Drive online ticket awareness by 10%. </li></ul><ul><li>Spur conversation as measured through comments, customer service questions and participation in polls and contests. </li></ul><ul><li>Increase web traffic through social media by 200%. </li></ul>
  21. 22. Audience <ul><li>Want breaking insider information about films and events. </li></ul><ul><li>Compelled by film trailers and celeb pictures. </li></ul><ul><li>Looking for customer service online. </li></ul>
  22. 23. Tactics <ul><li>Social training + communications </li></ul><ul><li>10-day trivia ticket contest on Facebook/Twitter </li></ul><ul><li>Community cultivation by film features  </li></ul><ul><li>The Insider Blog by key SFF staffer </li></ul><ul><li>Tick Tock - updates on last-minute film and event tickets available  </li></ul><ul><li>Live event coverage </li></ul><ul><li>Curating communityz </li></ul>
  23. 24. Results <ul><li>22% increase in ticket sales </li></ul><ul><li>538% increase in social media referrals </li></ul><ul><li>Over 1 million website page views </li></ul><ul><li>150% increase in participant posts & retweets </li></ul>
  24. 25. &quot;It will work. I am a marketing genius.&quot; – Paris Hilton
  25. 26. Amanda Eyer