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You Suck at Social Media - But You Can Fix It...Maybe.

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Social media is hard. But it's not entirely your fault. Facebook doesn't want you to be able to reach your users organically without giving them money. And the direct connect we've been promised with social media never materialized.

In this presentation, we dig into the state of social media and give you some tips to get and measure a real return on your social media investments.

Published in: Marketing
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You Suck at Social Media - But You Can Fix It...Maybe.

  1. 1. You Suck at Social Media But you can fix it.
  2. 2. “Would you tell me, please, which way I ought to go from here?” asked Alice. “That depends a good deal on where you want to get to,” said the Cat.“I don't much care where,” said Alice. “Then it doesn’t matter which way you go,” said the Cat.
  3. 3. Good ROI (Return on Investment)
  4. 4. 0.3% Total Social Media Sales
  5. 5. Most articles on social media are like:
  6. 6. Who I am? Tyler Brooks Founder // Analytive MBA and BA in Entrepreneurship Google Analytics and Adwords Certified
  7. 7. You suck at social media. But it’s not all your fault.
  8. 8. The deck is stacked against you.
  9. 9. 10%Conversion Rate
  10. 10. At $100 per conversion: Email - $1,000 Facebook - $150
  11. 11. Facebook doesn’t want you to succeed organically.
  12. 12. They want you to pay them to reach your own followers.
  13. 13. Social media will continue to have diminishing returns.
  14. 14. In other words, the original promise of social media to creating meaningful relationships with your customers is basically dead.
  15. 15. So what do you do?
  16. 16. Option 1: Drive engagement
  17. 17. Engage Emotionally
  18. 18. Emotional Engagement: ● Joy ● Anger ● Sadness ● Humor ● Interest/Curiosity ● Usefulness/Value
  19. 19. Case Study
  20. 20. 12,000 Customers in First Two Days
  21. 21. What They Do Differently: ● Content Creation ● Highly Human ● Humorous ● Great Product
  22. 22. People want to be entertained.
  23. 23. Fundamentally, this is TV advertising adapted to social media.
  24. 24. *Also, results not typical.
  25. 25. Option 2: Move Followers to Other Channels
  26. 26. Your Website ($$$) Email Marketing
  27. 27. What does this look like?
  28. 28. Results: $35 spend 55 clicks ~20 subscribes $1.75 per email
  29. 29. So what do we measure?
  30. 30. Conversation Rate # of Comments or Replies per Post
  31. 31. Amplification Rate # of shares/retweets per post
  32. 32. Applause Rate # of likes/favorites per post
  33. 33. Economic Value Sum of Short and Long Term Revenue & Cost Savings
  34. 34. Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  35. 35. Tools: True Social Metrics Hootsuite Buffer This one tracks applause, amplification, and conversation rates.
  36. 36. Questions?
  37. 37. Want to get in touch? Tyler Brooks - tyler@analytive.com Twitter: @tyler_brooks http://analytive.com/blog

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