Valley Summit Presentation: You Don't NEED to be on Facebook

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Put the cart back behind the horse, and thing about goals and strategy BEFORE social media tools, then use metrics to measure success.

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  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • Here’s a radical idea...you don’t NEED to be on Facebook. \n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • But what we really mean is that you don’t know if you need FB before you know some other things. Social media IS important. Here are some current trends. (go through them) So we’re not going to talk about how to use Facebook better, or what a retweet is, or how you can optimize your linkedin profile. We’re taking you several steps back so that when you start, or when you re-start, you’ll know how to start at an advantage.\n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Determining you need to be on FB is like putting the cart before the horse. You can’t really know what tools you need until you define your goals. \n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
  • Building revenue generally includes two simple things. Increasing new sales, and increasing repeat sales. Building overall brand equity can lead to increased sales too, but it is harder to define and harder to measure.\n
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  • Valley Summit Presentation: You Don't NEED to be on Facebook

    1. 1. #StrategicSM
    2. 2. You DON’T Needto Be on Facebook #StrategicSM
    3. 3. You DON’T Needto Be on Facebook #StrategicSM
    4. 4. You DON’T Needto Be on FacebookPutting the cart back behind the horse with social media strategy building. #StrategicSM
    5. 5. You DO Need Social Media #StrategicSM
    6. 6. You DO Need Social Media• TRENDS & Benefits #StrategicSM
    7. 7. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year #StrategicSM
    8. 8. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains #StrategicSM
    9. 9. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging #StrategicSM
    10. 10. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits #StrategicSM
    11. 11. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses #StrategicSM
    12. 12. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses • The more time is invested, the more growth you see #StrategicSM
    13. 13. You DO Need Social Media• TRENDS & Benefits • More businesses to invest in social media this year • Small businesses see the greatest gains • Large businesses will focus more on video and blogging • Exposure and qualified leads are key benefits • Geo-location underused by local businesses • The more time is invested, the more growth you see • SEO and visibility #StrategicSM
    14. 14. Determining Your Goals #StrategicSM
    15. 15. Determining Your Goals• Two general goals: #StrategicSM
    16. 16. Determining Your Goals• Two general goals: • Revenue Building #StrategicSM
    17. 17. Determining Your Goals• Two general goals: • Revenue Building • Money saving #StrategicSM
    18. 18. Determining Your Goals• Two general goals: • Revenue Building • Money saving• Overall Brand Equity #StrategicSM
    19. 19. Revenue Building Goals #StrategicSM
    20. 20. Revenue Building Goals• Direct #StrategicSM
    21. 21. Revenue Building Goals• Direct • Increase new sales #StrategicSM
    22. 22. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales #StrategicSM
    23. 23. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect #StrategicSM
    24. 24. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility #StrategicSM
    25. 25. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility • Awareness #StrategicSM
    26. 26. Revenue Building Goals• Direct • Increase new sales • Increase repeat sales• Indirect • Visibility • Awareness • Brand Sentiment #StrategicSM
    27. 27. Money Saving Goals #StrategicSM
    28. 28. Money Saving Goals• Decrease Marketing Costs #StrategicSM
    29. 29. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost #StrategicSM
    30. 30. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost #StrategicSM
    31. 31. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost • Decrease PPC costs #StrategicSM
    32. 32. Money Saving Goals• Decrease Marketing Costs • Decrease mail advertising cost • Decrease customer service cost • Decrease PPC costs• Decrease Market Research Costs #StrategicSM
    33. 33. Programs vs. Campaigns #StrategicSM
    34. 34. Programs vs. Campaigns• Program #StrategicSM
    35. 35. Programs vs. Campaigns• Program• Specific Campaigns #StrategicSM
    36. 36. Exceptions #StrategicSM
    37. 37. Exceptions• Built-in loyalty - customers want you there. #StrategicSM
    38. 38. Exceptions• Built-in loyalty - customers want you there.• Customers/Clients creating a presence for you. #StrategicSM
    39. 39. Exceptions• Built-in loyalty - customers want you there.• Customers/Clients creating a presence for you.• Viral idea. #StrategicSM
    40. 40. Building a Strategy #StrategicSM
    41. 41. Building a Strategy• Who are your customers? #StrategicSM
    42. 42. Building a Strategy• Who are your customers?• Where are they online? #StrategicSM
    43. 43. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? #StrategicSM
    44. 44. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us? #StrategicSM
    45. 45. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit? #StrategicSM
    46. 46. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit?• Who posts and monitors? #StrategicSM
    47. 47. Building a Strategy• Who are your customers?• Where are they online? • Google analytics: where traffic comes from, what mobile platforms? • Ask: How would you like to hear from us?• How much time can you commit?• Who posts and monitors?• How will you create value? #StrategicSM
    48. 48. Building a Strategy #StrategicSM
    49. 49. Building a Strategy• Goal: Repeat Sales #StrategicSM
    50. 50. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! #StrategicSM
    51. 51. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! • Reward good reviews #StrategicSM
    52. 52. Building a Strategy• Goal: Repeat Sales • Use geo-location services to help people score rewards - broadcast! • Reward good reviews • Email reminders for follow-up services, sales. #StrategicSM
    53. 53. Building a Strategy #StrategicSM
    54. 54. Building a Strategy• Goal: Reduce Mailing Costs #StrategicSM
    55. 55. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns #StrategicSM
    56. 56. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information #StrategicSM
    57. 57. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information • Create client groups on LinkedIn for regular updates #StrategicSM
    58. 58. Building a Strategy• Goal: Reduce Mailing Costs • Use broadcast email campaigns • Update your website and make it easyto find timely information • Create client groups on LinkedIn for regular updates • Engage people on networks they use. #StrategicSM
    59. 59. Building a Strategy #StrategicSM
    60. 60. Building a Strategy• Goal: Increase Qualified Leads #StrategicSM
    61. 61. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends #StrategicSM
    62. 62. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends • Monitor chatter on Twitter - offer solutions. #StrategicSM
    63. 63. Building a Strategy• Goal: Increase Qualified Leads • Use existing customers to send you referrals: Groupon, private sales sites, geo- location check-ins with friends • Monitor chatter on Twitter - offer solutions. • Give great recommendations on LinkedIn and ask happy clients to return the favor #StrategicSM
    64. 64. Tools#StrategicSM
    65. 65. Tools• Why the tools matter: #StrategicSM
    66. 66. Tools• Why the tools matter: • Online and real life boundaries are blurring #StrategicSM
    67. 67. Tools• Why the tools matter: • Online and real life boundaries are blurring • Mobile Internet is everywhere, no computer needed #StrategicSM
    68. 68. Tools• Why the tools matter: • Online and real life boundaries are blurring • Mobile Internet is everywhere, no computer needed • 25% of online time is spent on social media. #StrategicSM
    69. 69. Tools#StrategicSM
    70. 70. Tools• Why the tools don’t matter #StrategicSM
    71. 71. Tools• Why the tools don’t matter • Remember AOL? #StrategicSM
    72. 72. Tools• Why the tools don’t matter • Remember AOL? • MySpace? #StrategicSM
    73. 73. Tools• Why the tools don’t matter • Remember AOL? • MySpace? • “When the only tool you have is a hammer...” #StrategicSM
    74. 74. #StrategicSM
    75. 75. Focus on goals andcustomer needs, then find the tools that fit the job. #StrategicSM
    76. 76. Implementation & Next Steps #StrategicSM
    77. 77. Implementation & Next Steps• Align your ducks #StrategicSM
    78. 78. Implementation & Next Steps• Align your ducks• Be yourself #StrategicSM
    79. 79. Implementation & Next Steps• Align your ducks• Be yourself• Be social #StrategicSM
    80. 80. Implementation & Next Steps• Align your ducks• Be yourself• Be social• Follow your road map #StrategicSM
    81. 81. ROI - Do You Measure Yours #StrategicSM
    82. 82. ROI - Do You Measure Yours• Overview #StrategicSM
    83. 83. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. #StrategicSM
    84. 84. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. #StrategicSM
    85. 85. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. #StrategicSM
    86. 86. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. • You’ll need more than one tool. #StrategicSM
    87. 87. ROI - Do You Measure Yours• Overview • Hint - number of followers alone is rarely a good measure. • There are probably twice as many measuring tools as there are platforms. • Choose tools that help you measure how well you’re meeting goals. • You’ll need more than one tool. • You’ll need a baseline. #StrategicSM
    88. 88. ROI - Do You Measure Yours #StrategicSM
    89. 89. ROI - Do You Measure Yours• Building Your Metrics Package #StrategicSM
    90. 90. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline #StrategicSM
    91. 91. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) #StrategicSM
    92. 92. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat #StrategicSM
    93. 93. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment #StrategicSM
    94. 94. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment • Investment and resources #StrategicSM
    95. 95. ROI - Do You Measure Yours• Building Your Metrics Package • Timeline • Overall analytics package (GA) • Commerce tracking - new vs. repeat • Positive vs. negative online sentiment • Investment and resources • Overlay #StrategicSM
    96. 96. ROI - Do You Measure Yours #StrategicSM
    97. 97. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. #StrategicSM
    98. 98. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline #StrategicSM
    99. 99. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics #StrategicSM
    100. 100. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales #StrategicSM
    101. 101. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans #StrategicSM
    102. 102. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers #StrategicSM
    103. 103. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels #StrategicSM
    104. 104. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative #StrategicSM
    105. 105. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative • Investment & resources #StrategicSM
    106. 106. ROI - Do You Measure Yours • Sample - Increase brand awareness and new sales through Facebook (exclusive offers) and company blog. • Timeline • Analytics • Commerce - new sales • Facebook fans • Blog subscribers • Engagement levels • Positive vs. negative • Investment & resources • Overlay #StrategicSM
    107. 107. ROI - Do You Measure Yours #StrategicSM
    108. 108. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. #StrategicSM
    109. 109. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline #StrategicSM
    110. 110. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics #StrategicSM
    111. 111. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat #StrategicSM
    112. 112. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers #StrategicSM
    113. 113. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional #StrategicSM
    114. 114. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative #StrategicSM
    115. 115. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative • Investment & resources #StrategicSM
    116. 116. ROI - Do You Measure Yours• Sample - Increase repeat sales and brand sentiment by moving customer service to social service such as Twitter. • Timeline • Analytics • Commerce - new sales vs. repeat • # of followers • # of customers serviced through SM vs. traditional • Positive vs. negative • Investment & resources • Overlay #StrategicSM
    117. 117. Recap#StrategicSM
    118. 118. Recap• Start with Goals #StrategicSM
    119. 119. Recap• Start with Goals• Distinguish between “program” and “campaign” #StrategicSM
    120. 120. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy. #StrategicSM
    121. 121. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last. #StrategicSM
    122. 122. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last.• Track and measure. #StrategicSM
    123. 123. Recap• Start with Goals• Distinguish between “program” and “campaign”• Let goals help you define strategy.• Focus on customers not tools - choose tools last.• Track and measure.• Rinse and repeat for best results. #StrategicSM
    124. 124. Keep in TouchJennifer Williams Karo Kilfeather @Verilliance @AspiringKaro

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