Social Media: Is Any of This Working?


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  • Dan fielding, Night Court
  • Why do we keep asking this? Recovering Radio and magazine employee
  • Flip through shows Report what they saw Did they hear your ad? Fractured attention
  • Olivia Newton John Social media to bottom line is do-able
  • Social Media: Is Any of This Working?

    1. 1. What am I Doing and is this Even Working? Amanda O’Brien (@amanda_pants) VP of Marketing – Hall Internet Marketing Organizer – Social Media Breakfast Maine Photo credit:
    2. 2. Who I am Amanda O’Brien - @amanda_pants VP of Marketing, Hall Internet Marketing @hall_web Organizer, Social Media Breakfast Maine #smbme Blogger at large Amandapants, Guiding Stars, PROXI, SocialMediaB2B, Hall, SMBME etc.
    3. 3. Take all the fun out of social media
    4. 4. What we will talk about <ul><li>Dealing with social media overload </li></ul><ul><li>Setting up a plan </li></ul><ul><li>Managing your time </li></ul><ul><li>Guidelines and policies </li></ul><ul><li>Measuring what is (and isn’t working) </li></ul><ul><li>Making unicorns cry </li></ul>
    5. 5. You should try Social Media! Facebook is so fun! Twitter is so easy to use! Photo credit: Bob just landed a huge project from LinkedIn? Did you read the Yelp review of this place? I can’t believe she isn’t on Google+ yet! I can’t check-in to your place on Foursquare!
    6. 6. How do I do all of that and run my business?!?
    7. 7. <ul><li>You HAVE to run your business </li></ul><ul><li>Don’t lose yourself in your social media-ing </li></ul><ul><li>That doesn’t pay your bills </li></ul>
    8. 8. Tie your social media goals into your business goals! Photo credit:
    9. 9. What are you participating in social media for? <ul><li>Short term sales </li></ul><ul><li>Engage existing customers </li></ul><ul><li>Complement promotional campaigns </li></ul><ul><li>Encourage word of mouth </li></ul><ul><li>Brand awareness </li></ul><ul><li>Increase searchability </li></ul><ul><li>Spread news and information about your business </li></ul>Photo credit:
    10. 10. Setting up a plan Photo credit:
    11. 11. “ You've got to be very careful if you don't know where you're going, because you might not get there.”
    12. 12. Do some research What are your competitors doing? What are people you admire doing? Inbound Traffic to your website Twitter search Photo credit:
    13. 13. <ul><li>Where do your people hang out? </li></ul><ul><li>Not your peers, your customers – be there! </li></ul>Photo credit:
    14. 14. Managing your time Pro tip: Track your time! Photo credit:
    15. 15. Is there an off and on? Photo credit:
    16. 16. Pomodoro Technique
    17. 17. <ul><li>Create Guidelines and Policies </li></ul><ul><ul><li>What as a company will you do and not do? </li></ul></ul><ul><ul><li>What staff can do and not do? </li></ul></ul><ul><ul><li>What public can do and not do? </li></ul></ul>Photo credit:
    18. 18. <ul><li>Talk to your lawyer </li></ul><ul><li>Talk about your fears and get them addressed </li></ul><ul><li>Add to your existing communications policy </li></ul><ul><li>Confidentiality </li></ul><ul><li>Defamation </li></ul><ul><li>Intellectual property </li></ul><ul><li>Permission rights </li></ul>
    19. 19. <ul><li>Things you can measure </li></ul><ul><li>Traffic data </li></ul><ul><li>Fan/follower data </li></ul><ul><li>Interaction data </li></ul><ul><li>Content performance </li></ul>Photo credit: Measuring Social Media Measuring Social Media
    20. 20. Where is the ROI?
    21. 21. Neilson ratings suck IMHO
    22. 22. The more digital we get, the more we can track
    23. 23. ROI is Easy ( + ) x Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate Return = ROI Time spent (track it) Talent & Technology Rate Money in the bank
    24. 24. So what is the problem? High bounce rates| Low conversion rates | Low pages per visit | Fear
    25. 25. Tippy top of the sales funnel – Discovery – Powdered Sugar Bottom of the barrel of the sales funnel – Retention - Dough Photo credit:
    26. 26. Eloqua: <ul><li>Eloqua Content Grid </li></ul><ul><li>Prospect Goals </li></ul><ul><li>Key Performance Indicators </li></ul><ul><li>Distribution channels </li></ul>
    27. 27. Let’s Measure! Photo credit:
    28. 28. Fan/Follower Data
    29. 29. Twitter Analytics Coming Soon!
    30. 30. Traffic Data
    31. 31. Interaction data
    32. 32. Content Performance
    33. 33. URL Builder Google URL Builder:
    34. 34. Advanced Segments
    35. 35. Create Custom Reports
    36. 36. Multi-channel funnels
    37. 37. Social Interaction Analytics
    38. 38. Social Interaction Analytics
    39. 39. We still cool?
    40. 40. <ul><li>One Example </li></ul><ul><li>CruiseSource and </li></ul><ul><li>Royal Caribbean </li></ul><ul><li>Social Media contest: </li></ul><ul><li>Objective </li></ul><ul><li>Data points </li></ul><ul><ul><li>Blog post views/shares </li></ul></ul><ul><ul><li>New fans </li></ul></ul><ul><ul><li>Views/interactions </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>Search rankings </li></ul></ul><ul><li>Summary </li></ul>Photo credit:
    41. 41. The Results
    42. 42. Quickest Summary Ever <ul><li>If you are going to put the effort in you should: </li></ul><ul><li>Have a plan </li></ul><ul><li>Protect yourself, your staff and your customers with guidelines and policies </li></ul><ul><li>Measure if it works with key business metrics (not social media metrics) </li></ul><ul><li>Keep what works, ditch what doesn’t </li></ul>
    43. 43. Questions Amanda O’Brien [email_address] @ amanda_pants Tomorrow! Local Brewers Chris Brogan