Social Media: It’s Not Just AboutFacebook and Twitter            Jason Peck            10.18.2012
I don’t always tweet but when I do…I’m @JasonPeck
It can take time to see the value…Twitter = stalkers, thieves and jealous girlfriends
Over time, the value becomes more clear Twitter, Old Spice and real-time content creation
Social media = a set of toolsTools for communication and collaboration
Tools aren’t social. People are.
Social Media MythsWe don’t need to measure anything. Social is free.
Planning A Successful Social MediaProgram  Start with objectives not buzzwords  • Influencer outreach  • Drive revenue  • ...
Social Media StrategyIf we implement this, how will things change?Considerations:• When/where/how to reach people• Proacti...
Social Media and Scale• Think about community growth from an  organic and paid perspective• Focus on activities that scale
Social Media and Adding Value
What Not To Do…
Targets and Tactics• Targets help make objectives a reality• Tactics are specific actions                        If you do...
Social Sharing: Why Should We Care?Source:http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Social-Shar...
Social Sharing: Why Should We Care?Social sharing drives valuable traffic
Social Sharing: Why Should We Care?User-user sharing scales better than brand-usersharing
Social SharingPain Points• People aren’t sharing enough• What’s being shared isn’t interesting enough• Hard to tell how sh...
SSO is the new SEOSocial Sharing Optimization: most companiesare only scratching the surface• Pre-purchase sharing• Post-p...
Social Sharing Optimization Pre-purchase sharing and post-purchase sharing • Copy and creative tests and tweaks      • On-...
Social Sharing OptimizationIntegrate social sharing into purchase flows andincentive programs
Social Media and KPIs KPIs are a means to an end… • Sales metrics • Community metrics • Engagement metrics • Website metrics
3 Types of Social Media TrafficSocial media measurement and Google Analytics1. Traffic from shared links2. Referral traffi...
Google URL Builder Is Your Friend
3 Things To Remember1. Establish objective/s2. Test, test, test3. Think about scale and process
Thank You!Questions?
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Social Media: It's Not Just About Facebook and Twitter

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Presentation by Jason Peck. Covers planning a successful social media program, social sharing and measuring social traffic via Google Analytics. Given at the Direct Marketing Association of Washington's monthly luncheon on October 18, 2012

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  • Social Media: It's Not Just About Facebook and Twitter

    1. 1. Social Media: It’s Not Just AboutFacebook and Twitter Jason Peck 10.18.2012
    2. 2. I don’t always tweet but when I do…I’m @JasonPeck
    3. 3. It can take time to see the value…Twitter = stalkers, thieves and jealous girlfriends
    4. 4. Over time, the value becomes more clear Twitter, Old Spice and real-time content creation
    5. 5. Social media = a set of toolsTools for communication and collaboration
    6. 6. Tools aren’t social. People are.
    7. 7. Social Media MythsWe don’t need to measure anything. Social is free.
    8. 8. Planning A Successful Social MediaProgram Start with objectives not buzzwords • Influencer outreach • Drive revenue • Pinterest strategy • Change perceptions • Increase yield • Faster customer case resolution times
    9. 9. Social Media StrategyIf we implement this, how will things change?Considerations:• When/where/how to reach people• Proactive vs. Reactive• Content types and frequency
    10. 10. Social Media and Scale• Think about community growth from an organic and paid perspective• Focus on activities that scale
    11. 11. Social Media and Adding Value
    12. 12. What Not To Do…
    13. 13. Targets and Tactics• Targets help make objectives a reality• Tactics are specific actions If you don’t have real targets and tactics, how am I supposed to know what you’re doing is real??
    14. 14. Social Sharing: Why Should We Care?Source:http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Social-Sharing-as-Helpful-as-Google-Search-in-Shopping
    15. 15. Social Sharing: Why Should We Care?Social sharing drives valuable traffic
    16. 16. Social Sharing: Why Should We Care?User-user sharing scales better than brand-usersharing
    17. 17. Social SharingPain Points• People aren’t sharing enough• What’s being shared isn’t interesting enough• Hard to tell how sharing affects KPIs
    18. 18. SSO is the new SEOSocial Sharing Optimization: most companiesare only scratching the surface• Pre-purchase sharing• Post-purchase sharing• Campaigns to drive sharing• Social sharing + loyalty programs
    19. 19. Social Sharing Optimization Pre-purchase sharing and post-purchase sharing • Copy and creative tests and tweaks • On-site • What is shared
    20. 20. Social Sharing OptimizationIntegrate social sharing into purchase flows andincentive programs
    21. 21. Social Media and KPIs KPIs are a means to an end… • Sales metrics • Community metrics • Engagement metrics • Website metrics
    22. 22. 3 Types of Social Media TrafficSocial media measurement and Google Analytics1. Traffic from shared links2. Referral traffic from social networks3. Traffic from a brand’s social media posts
    23. 23. Google URL Builder Is Your Friend
    24. 24. 3 Things To Remember1. Establish objective/s2. Test, test, test3. Think about scale and process
    25. 25. Thank You!Questions?

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