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What’s Your Return On Engagement


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Presented to Cruise Planners / American Express franchise owners at the company's 2009 conference. Designed to help agents take their social media initiatives to the next level by enhancing their Facebook and Twitter profiles.

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What’s Your Return On Engagement

  1. 1. What’s Your Return on Engagement? Results-driven social media marketing Ashley Norman Sr. Account Supervisor / Director of Social Media Cheryl Andrews Marketing Communications
  2. 2. Why am I here? <ul><li>To help you understand: </li></ul><ul><ul><li>How to effectively communicate in the social media space and engage fans and followers </li></ul></ul><ul><ul><li>The differences between Facebook and Twitter </li></ul></ul><ul><ul><li>How to grow communities on each platform </li></ul></ul>
  3. 3. <ul><li>China </li></ul><ul><li>India </li></ul><ul><li>United States </li></ul>Just how big is Facebook? More than 300 million active users
  4. 4. <ul><li>As of July 2009, app. 700,000 people were joining Facebook EVERY DAY </li></ul><ul><li>30 million users update their statuses at least once each day (13 million did per month at the beginning of the year) </li></ul><ul><li>8 million users become fans of Pages each day (up from 2.5 million per day at the beginning of the year) </li></ul><ul><li>10 million videos are uploaded each month (up from 4 million) </li></ul><ul><li>900 million photos are uploaded to the site each month (up from 700 million) </li></ul><ul><li>1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week (up from 15 million per month) </li></ul><ul><li>35 million active groups exist on the site (up from 19 million) </li></ul><ul><li>2.5 million notes created each month </li></ul><ul><li>30 million users access Facebook each month through a mobile device </li></ul><ul><li>SOURCE: </li></ul>
  5. 6. <ul><li>Let’s start the conversation… </li></ul>
  6. 7. Stop marketing and start conversing <ul><li>Transparency is key </li></ul><ul><li>Post about things outside of your brand </li></ul>
  7. 10. <ul><li> </li></ul><ul><li> (Search Cruisitude) </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  8. 11. <ul><li>Be yourself; share your opinions </li></ul><ul><li>Ask questions; answer questions </li></ul>Stop marketing and start conversing
  9. 12. Facebook vs. Twitter <ul><li>Facebook = Cultivating brand advocates </li></ul><ul><li>Twitter = Generating short term buzz </li></ul>
  10. 16. Facebook fan pages vs. groups <ul><li>Fan pages = Individual entity; indexed by search engines </li></ul><ul><li>Groups = Linked to your personal page; not indexed by search engines </li></ul>
  11. 18. The Power of Integration <ul><li>YouTube </li></ul><ul><li>Blogs </li></ul><ul><li>Your personal Cruise Planners page </li></ul><ul><li>All of these help build credibility and make you easier to find online </li></ul>
  12. 22. Twitter is great for… <ul><li>Sales and promotions </li></ul><ul><li>Contests </li></ul><ul><li>Tips / Advice </li></ul><ul><li>Behind-the-scenes information </li></ul>
  13. 23. <ul><li>Social media gives new meaning to </li></ul><ul><li>“ six degrees of separation” </li></ul>
  14. 24. Grow your Facebook community <ul><li>Target groups of likeminded people </li></ul><ul><li>Target friends and fans of competitors </li></ul><ul><li>Embed address in your e-mail signature </li></ul><ul><li>Invest in Facebook advertising </li></ul>
  15. 25. Grow your Twitter community <ul><li>Listen for comments about you and respond </li></ul><ul><li>Post things you find interesting </li></ul><ul><li>RT messages you want to share </li></ul><ul><li>Use hashtags </li></ul>
  16. 26. Grow your Twitter community <ul><li>Find relevant followers </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  17. 27. Grow your Twitter community <ul><li>Maximize your time </li></ul><ul><li>HootSuite </li></ul><ul><li>TweetDeck </li></ul><ul><li>Tweet Later </li></ul>
  18. 28. Grow your Twitter community <ul><li>Get discovered </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  19. 29. Success Stories <ul><li>Dell = $2 million sales since 2007 </li></ul><ul><li>Tasti-D-Lite = Twitter coupons more effective than PPC ads </li></ul>
  20. 30. Stay informed! <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  21. 31. <ul><li>Questions? </li></ul>