Social Media: Strategy, Goals, ROI and case studies


Published on

Social media is just one tool for your inbound marketing strategy. Make sure you are using your time correctly and effectively measuring the results of your efforts.

Social Media: Strategy, Goals, ROI and case studies

  1. 1. Social Media: Strategy, Goals, ROI and case studies Amanda O'Brien - Hall Web Services
  2. 2. Who's this chick? Amanda O'Brien Inbound Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web @amanda_pants
  3. 3. Social Media Mania
  4. 4. What is Social Media?
  5. 5. <ul><li>Corporate Transparency </li></ul><ul><li>Build Trust with Customers </li></ul><ul><li>Generate Inbound Links </li></ul><ul><li>Reputation Management </li></ul><ul><li>Promote your blog and website </li></ul><ul><li>Inexpensive </li></ul><ul><li>Build relationships before purchasing point </li></ul><ul><li>Be a part of the conversation that is already going on </li></ul><ul><li>Extend your events, seminars, webcasts, conventions </li></ul>Benefits of Social Media
  6. 6. I can't put all my information on the INTERNET?! <ul><li>Giving away all my secrets?!? </li></ul><ul><li>They'll go to my competitors! </li></ul><ul><li>People might leave nasty comments! </li></ul>
  7. 7. Validation to Your Customers <ul><li>Corporate Transparency </li></ul><ul><li>Personalized Buying </li></ul><ul><li>Lowering Risk </li></ul><ul><li>Opening communication </li></ul>People do business with PEOPLE!
  8. 8. Time to Re-think Your Marketing Strategy! <ul><li>Old/Outbound Marketing </li></ul><ul><li>TV Radio Ads </li></ul><ul><li>Print Ads </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul>An Interruption An Interaction <ul><li>New/Inbound Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Viral Videos </li></ul>
  9. 9. No Magic Bullet <ul><li>Traditional Marketing is dying </li></ul><ul><li>Thousands of Social Networking Sites </li></ul><ul><li>Social Networking is one part of Inbound Marketing </li></ul><ul><li>Have an Inbound Marketing Plan </li></ul><ul><li>Part of your business communication efforts </li></ul><ul><li>Don't tweet just to tweet, blog just to blog, plurk to plurk... </li></ul>“ Use Social media as a tool and not as a fancy shiny object.” - Chris Brogan “ Will Twitter bring in clients? Probably not. Will a combination of Twitter, Facebook and a good newsletter? Now you’re thinking.” - Wayne Shultz
  10. 10. <ul><li>What do you need to accomplish with your efforts? </li></ul><ul><ul><li>Contact Forms filled out? </li></ul></ul><ul><ul><li>Immediate Sales? </li></ul></ul><ul><ul><li>Getting the phone to ring? </li></ul></ul><ul><ul><li>Foot traffic in your store? </li></ul></ul><ul><ul><li>More people at your events? </li></ul></ul><ul><li>THAT is the direction we are trying to go in </li></ul><ul><li>(always remember that) </li></ul>Business Tool
  11. 11. Developing Your Strategy 1. Set company policies 2. Set measurable goals 3. Listen before you talk 4. Find communities that matter 5. Create a content strategy 6. Choose the tools that will work best for you 7. Deliver engaging and interesting content 8. Measure results (repeat if necessary) 9. You have to give to get
  12. 12. Set Company Policies <ul><li>BEFORE there is a question or problem – revamp if necessary </li></ul><ul><li>WHO is going to be your company voice </li></ul><ul><li>WHO is going to follow up with online inquiries? </li></ul><ul><li>WHAT are you going to use for content? </li></ul><ul><li>WHAT communities have value for your company? </li></ul><ul><li>WHEN? How often are you going to participate? </li></ul><ul><li>WHERE? From work? Home? Vacation/sick backup plan? </li></ul><ul><li>WHY? Always keep your business goals in mind! </li></ul>
  13. 13. Measurable Goals (easy) “ You like me, right now, you really like me...” - Sally Field 1985 <ul><li>How many friends/followers/tweeps? </li></ul><ul><li>How many views on YouTube? </li></ul><ul><li>How many comments on those videos? </li></ul><ul><li>How many blog posts? subscribers? </li></ul><ul><li>How many comments on your blog posts? </li></ul><ul><li>How many retweets? @replies? </li></ul>Engaging! Building Trust and Relationships Top of Mind when your customers enter the buying cycle!
  14. 14. Measurable Goals (better) <ul><li>Google Analytics! Get it! Traffic Sources? </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Specific landing pages for separate SM accounts </li></ul><ul><li>User conversion on those landing pages (convert) </li></ul><ul><li>Actions taken? Downloads, purchases, forms </li></ul><ul><li>Customer Service calls lower? </li></ul><ul><li>Dang math! Rate of new subscribers? </li></ul>
  15. 15. More Metrics <ul><li>Unique Visitors </li></ul><ul><li>Cost per unique visitor (time) </li></ul><ul><li>Page Views </li></ul><ul><li>Return Visitors </li></ul><ul><li>Interaction Rate (blog to comment ratio) </li></ul><ul><li>Links back to your site </li></ul>
  16. 16. Time Consuming <ul><li>Set 3 times a day to dedicate 30 minutes </li></ul><ul><li>Applications: Tweetdeck, Splittweet, LinkedIn Apps </li></ul><ul><li>Tweet Later, Hootsuite </li></ul><ul><li>Measure results </li></ul><ul><ul><li>maybe you are spending too much time in the wrong community </li></ul></ul><ul><li>Relevant Email addresses for alerts </li></ul><ul><li>Take it offline </li></ul>
  17. 17. Participate <ul><li>Easy starts – Blog and LinkedIn </li></ul><ul><li>Deliver good, interesting, valuable content for FREE </li></ul><ul><li>“ Nobody cares about your products except you” - Seth Godin </li></ul><ul><li>Be yourself! Be a human! </li></ul><ul><li>Start small – niches are good! </li></ul><ul><li>Don't be afraid of negative feedback. Opportunity. </li></ul>
  18. 18. Participate (better) <ul><li>Twitter Search – company, clients, hobbies, products </li></ul><ul><li>Google Alerts – respond swiftly </li></ul><ul><li>Be there before purchasing point – who are your buyer personas? </li></ul><ul><ul><li>Who are your buyer personas in detail ? </li></ul></ul><ul><ul><li>Speak to them where they are in their language (not yours) </li></ul></ul>“ How do you measure it? You MEASURE it! You have to ask the questions!” - @CostaVidaFred
  19. 19. Schiavi Homes <ul><li> </li></ul><ul><li>SEO </li></ul><ul><li>Blog </li></ul><ul><li>Newsletter </li></ul><ul><ul><li>Segmented Lists </li></ul></ul>
  20. 20. Au Bags <ul><li> </li></ul><ul><li>SEO </li></ul><ul><li>Blog </li></ul><ul><li>Newsletter </li></ul><ul><ul><li>Segmented lists </li></ul></ul><ul><li>Facebook </li></ul><ul><li>Twitter @au_bags </li></ul><ul><li>Flickr </li></ul><ul><li>Events </li></ul>
  21. 21. Dresser and Associates <ul><li> </li></ul><ul><li>Blog </li></ul><ul><li>Newsletter </li></ul><ul><li>Twitter @hr_software </li></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Alliance </li></ul></ul>
  22. 22. Don't <ul><li>Not participate </li></ul><ul><li>Sell sell sell </li></ul><ul><li>Give up right away </li></ul><ul><li>Forget to think before you Blog, Alert, Plurk, Tweet </li></ul>Everything you say/write can be used against you in the court of personal opinion!
  23. 23. Wrap Up <ul><li>Have a real plan </li></ul><ul><li>Have company policies </li></ul><ul><li>Measurable Goals </li></ul><ul><li>Social Media is not a silver bullet </li></ul><ul><li>Validating you, your products, services, thought leader </li></ul><ul><li>Be yourself and be engaging </li></ul><ul><li>Measure business goals not just SM metrics </li></ul><ul><li>Use your time wisely </li></ul><ul><li>Participate </li></ul><ul><li>Like what someone is doing? Do it better not the same! </li></ul>