August 18, 2011
Social Media
Link	  to	  Herding	  Cats	  Video:	  	  h3p://www.youtube.com/watch?v=m_MaJDK3VNE	  
Legal   Social Media           Policy
ls  &G  oa ies  tr at egS
Create       a SociMedia        al       Policy
Se cure    rB  randYou
ITLegal HR
WatchCompetitors
Find someone to jump out of     the plane with you.
rshipOwne
BaselineMetrics
Jonathan Mast                                             mastjd@bv.com	                                         jonathand...
Social Media   You’re InvitedDate _________Time _________Place _________   R.S.V.P. Please
Who will you be?
Wallflower?
Have I told youmy news yet?SurpriseTalker?
You really need             to stop now!The Bore?
Did I show  you my new   Trans Am?The Egotist?
Dude!   Life of the          Party?        Can a 55 year old        man say “dude?”
?
Sean Nicholson             www.socmedsean.com	                  sean.nicholson@intouchsol.com	  twi3er.com/seanrnicholson	...
the Impact and ROI of
ShortTerm ROI
GOALSStrategiesObjectives Tactics
ExposureMeasurement            > Branded Mentions   Model                       > Comment Sentiment                       ...
Engagement> Comments/Post	  RaNo	               Measurement                                           Model> Number	  of	 ...
InfluenceMeasurement            > Tell	  a	  Friend	     Model                       > Likelihood	  to	  Recommend	       ...
Action> Visit	  the	  Store	       Measurement> Visit	  the	  Website	  > Buy	  the	  Product	  > Redeem	  Coupon	        ...
Barcelona Declaration ofMeasurement Principles
 	  	  	  	  	  	  	  	  	   	  	  	  Principles	                                                                         ...
Justin Goldsboroughwww.jusNncaseyouwerewondering.com	     JusNn.goldsborough@fleishman.com	                                ...
It’s For Leads and Sales
Traditional (Outbound)     Marketing Inbound (Digital)    Marketing
Traditional Marketing              Print Ads           Television Ads            Cold Calling           Trade Shows       ...
What Is Digital Marketing? Blogs             Ebooks           White Papers             Videos               SEO           ...
Why This Matters…..
Inbound Marketing is More Effective   Outbound  Ave. Cost Per Lead                                                        ...
of Businesses are                       Increasing Inbound                         Budgets Due toSource: Hubspot: State of...
of Businesses are                         Decreasing Inbound                         Budgets Due to theSource: Hubspot: St...
Lead Generation Budget - 2009-2011   Outbound                                                    Inbound  29%             ...
Blogs and Social MediaInbound Lead Generation                   Percent of Budget                                         ...
Customer Acquisition By Channel                                                                   57%                     ...
Customer Acquisition By Channel                                                                 57%LinkedIn               ...
Customer Acquisition By Channel                                                                  48%                      ...
Customer Acquisition By Channel                                       41%                                                 ...
%Increase in monthly sales leads  for companies that blog over   companies that dont blog. Source: Data from over 1,500 sm...
Leads by Indexed Web PagesSource: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Blogging = More Indexed Pages                                          Blog                                        7,850  ...
% increase in website pages indexed by Google forcompanies that blog over companies that dont blog.	          Source: Data...
Why Does This Matter???It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo...
Tools
Don’t Just Install Analytics, Read the #$@% Things!
Be a Skeptic: Don’t Rely On Just One Set
Tynt.com -- Know Where Your Stuff Goes!
Information … my crack cocaine
PostRank Analytics Rock
Why I Heart Scribe
Why I Heart Scribe
Time – There’s Never Enough
Shelly Kramer   816.200.2520	                   Shelly@V3im.com	             www.v3im.com	                                ...
Presentation Designed by Al Bonner of       Presentation Transformations                                    al.bonner@	   ...
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
KC IABC Aug 18 Social Media Strategy Presentation
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KC IABC Aug 18 Social Media Strategy Presentation

  1. 1. August 18, 2011
  2. 2. Social Media
  3. 3. Link  to  Herding  Cats  Video:    h3p://www.youtube.com/watch?v=m_MaJDK3VNE  
  4. 4. Legal Social Media Policy
  5. 5. ls &G oa ies tr at egS
  6. 6. Create a SociMedia al Policy
  7. 7. Se cure rB randYou
  8. 8. ITLegal HR
  9. 9. WatchCompetitors
  10. 10. Find someone to jump out of the plane with you.
  11. 11. rshipOwne
  12. 12. BaselineMetrics
  13. 13. Jonathan Mast mastjd@bv.com   jonathand.mast@gmail.com  twi3er.com/JonathanDMast       LinkedIn   Jonathan  D.  Mast   or  @black_veatch   Linkedin.com/jonathanmast  
  14. 14. Social Media You’re InvitedDate _________Time _________Place _________ R.S.V.P. Please
  15. 15. Who will you be?
  16. 16. Wallflower?
  17. 17. Have I told youmy news yet?SurpriseTalker?
  18. 18. You really need to stop now!The Bore?
  19. 19. Did I show you my new Trans Am?The Egotist?
  20. 20. Dude! Life of the Party? Can a 55 year old man say “dude?”
  21. 21. ?
  22. 22. Sean Nicholson www.socmedsean.com   sean.nicholson@intouchsol.com  twi3er.com/seanrnicholson   twi3er.com/socmedsean   Linkedin.com/seanrnicholson   913-832-8344
  23. 23. the Impact and ROI of
  24. 24. ShortTerm ROI
  25. 25. GOALSStrategiesObjectives Tactics
  26. 26. ExposureMeasurement > Branded Mentions Model > Comment Sentiment > Share of Positive Online Discussion > Search RankNon-Financial Impact > Twitter Reach  
  27. 27. Engagement> Comments/Post  RaNo   Measurement Model> Number  of  RTs  > RTs  per  1000  Followers  > Repeat  Visitors  > Follower  MenNon  %   Non-Financial Impact> SubscripNons      
  28. 28. InfluenceMeasurement > Tell  a  Friend   Model > Likelihood  to  Recommend   > Purchase  ConsideraNon   > RaNngs/Reviews   > Change  in  AWtudes,  Non-Financial Impact Opinions  
  29. 29. Action> Visit  the  Store   Measurement> Visit  the  Website  > Buy  the  Product  > Redeem  Coupon   Model> Make  a  DonaNon  > Repeat  Purchases   Possible Financial> A3end  an  Event  > Vote  for/against   Impact
  30. 30. Barcelona Declaration ofMeasurement Principles
  31. 31.                          Principles   ent    1.  Importance  of  goa l  seWng  and  measurem o   on   outcomes  is  preferred  t2.  Measuring  the  effect   measuring  outputs.     uld  be   3.  The  effect  on  busin ess  results  can  and  sho le.     measured  where  possib uality.   requires  quanNty  and  q 4.  Media  measurement     5.  AVE’s  are  not  the  va lue  of  public  relaNons.   .     6.  Social  media  can  a nd  should  be  measured  sound   lica bility  are  paramount  to 7.  Transparency  and  rep measurement.  
  32. 32. Justin Goldsboroughwww.jusNncaseyouwerewondering.com   JusNn.goldsborough@fleishman.com   LinkedIn   @jgoldsborough   816.512.2236 JusNn  Goldsborough  
  33. 33. It’s For Leads and Sales
  34. 34. Traditional (Outbound) Marketing Inbound (Digital) Marketing
  35. 35. Traditional Marketing Print Ads Television Ads Cold Calling Trade Shows Email Blast
  36. 36. What Is Digital Marketing? Blogs Ebooks White Papers Videos SEO Social Media Webinars Feeds, RSS
  37. 37. Why This Matters…..
  38. 38. Inbound Marketing is More Effective Outbound Ave. Cost Per Lead 60 % Lower $373$332 Inbound Ave. Cost Per Lead $134 $143 2010 2011 2011 2010 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  39. 39. of Businesses are Increasing Inbound Budgets Due toSource: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  40. 40. of Businesses are Decreasing Inbound Budgets Due to theSource: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  41. 41. Lead Generation Budget - 2009-2011 Outbound Inbound 29% 41% 24% 38% 2009 2011 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  42. 42. Blogs and Social MediaInbound Lead Generation Percent of Budget 18% 9% 2009 2011Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  43. 43. Customer Acquisition By Channel 57% 46%Company Blog 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  44. 44. Customer Acquisition By Channel 57%LinkedIn 41% 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  45. 45. Customer Acquisition By Channel 48% 44%Facebook 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  46. 46. Customer Acquisition By Channel 41% 42%Twitter 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  47. 47. %Increase in monthly sales leads for companies that blog over companies that dont blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  48. 48. Leads by Indexed Web PagesSource: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  49. 49. Blogging = More Indexed Pages Blog 7,850 Pages Don’t Blog 1,810 Pages Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  50. 50. % increase in website pages indexed by Google forcompanies that blog over companies that dont blog.   Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV  
  51. 51. Why Does This Matter???It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo and Bing generate more sales leads.  Every 50 to 100 incremental indexed pages canmean double-digit lead growth.  Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google.
  52. 52. Tools
  53. 53. Don’t Just Install Analytics, Read the #$@% Things!
  54. 54. Be a Skeptic: Don’t Rely On Just One Set
  55. 55. Tynt.com -- Know Where Your Stuff Goes!
  56. 56. Information … my crack cocaine
  57. 57. PostRank Analytics Rock
  58. 58. Why I Heart Scribe
  59. 59. Why I Heart Scribe
  60. 60. Time – There’s Never Enough
  61. 61. Shelly Kramer 816.200.2520   Shelly@V3im.com   www.v3im.com   LinkedIn  twi3er.com/shellykramer   facebook.com/shellykramer   Shelly  DeMo3e  Kramer  
  62. 62. Presentation Designed by Al Bonner of Presentation Transformations al.bonner@   (785)856-­‐0421   presentaNontransformaNons.com   presentaNontransformaNons.com  twi3er.com/A_bonner   facebook.com/albonner   LinkedIn:  Al  Bonner  

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