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Jason Falls: Moving the Needle: Using Social Media to Advance Your Business

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Slide Deck from the 2012 Social Business thought Leadership Webcast webcast you will learn about:

Developing a strategic plan for social media
Case studies of businesses using social media for business purposes
Tying the “conversation” with the “conversion”

Published in: Business, News & Politics
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Jason Falls: Moving the Needle: Using Social Media to Advance Your Business

  1. 1. 2012 Business Thought Leadership Webcast Series presented by: Jason Falls Founder, Social Media Explorer Moving the Needle: Using Social Media To Advance Your Business © C7group
  2. 2. The All-Business, No-Hype Guide to Social Media Marketing Move The Needle Strategically Jason Falls 2012 Business Thought Leadership Webcast Series nobullshitsocialmedia.com
  3. 3. <ul><li>Approach Social Media Strategically </li></ul><ul><li>Look At Case Studies Of Those Doing It </li></ul><ul><li>Turn Conversation Into Conversion </li></ul>The All-Business, No-Hype Guide to Social Media Marketing Today ’ s Tasks sxch.hu
  4. 4. The All-Business, No-Hype Guide to Social Media Marketing The Truth Synthmaniac on Shutterstock.com
  5. 5. 7 Business Drivers of Social Media Marketing <ul><li>Enhance Branding & Awareness </li></ul><ul><li>Protect Your Reputation </li></ul><ul><li>Enhance Public Relations </li></ul><ul><li>Build Community </li></ul><ul><li>Enhance Customer Service </li></ul><ul><li>Facilitate Research & Development </li></ul><ul><li>Drive Sales & Leads </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  6. 6. The All-Business, No-Hype Guide to Social Media Marketing Enhance Branding & Awareness
  7. 7. Measuring Branding & Awareness <ul><li>Audience awareness before vs. after </li></ul><ul><li>Reach & resonance of messaging </li></ul><ul><li>Number of online conversations about brand </li></ul><ul><li>% +/- in customer preference </li></ul><ul><li>% +/- in conversational market share </li></ul><ul><li>% +/- in Q-Score </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  8. 8. The All-Business, No-Hype Guide to Social Media Marketing Protect Your Reputation
  9. 9. Measuring Reputation <ul><li>Number of positive mentions of brand </li></ul><ul><li>Number of negative mentions of brand </li></ul><ul><li>Number of negative conversations mitigated </li></ul><ul><li>Q-Score </li></ul><ul><li>Search engine result rankings for top keywords </li></ul><ul><li>Equivalent value of search engine traffic based on rankings </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  10. 10. The All-Business, No-Hype Guide to Social Media Marketing Enhance Public Relations Matt Callow on Shutterstock.com
  11. 11. Measuring Public Relations <ul><li>Size of stakeholder groups </li></ul><ul><li>Activity enacted by stakeholder groups </li></ul><ul><li>Successful placements within outreach group </li></ul><ul><li>Response time to crisis situations </li></ul><ul><li>Sentiment of brand before/during/after </li></ul><ul><li>*All the other metrics we mention </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  12. 12. The All-Business, No-Hype Guide to Social Media Marketing Build Community
  13. 13. Measuring Community <ul><li>Size of community </li></ul><ul><li>Activity of community </li></ul><ul><li>Purchase/Trial/Conversion from community </li></ul><ul><li>Dollar value vs. non-community member </li></ul><ul><li>Referral and recommendation from community </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  14. 14. The All-Business, No-Hype Guide to Social Media Marketing Enhance Customer Service iStockPhoto.com
  15. 15. Measuring Customer Service <ul><li>Number of issues handled </li></ul><ul><li>Number of customers retained/up-sold </li></ul><ul><li>Cost savings from diverting call center costs </li></ul><ul><li>Customer satisfaction ratings </li></ul><ul><li>+/- positive & negative online mentions </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  16. 16. The All-Business, No-Hype Guide to Social Media Marketing Facilitate R&D
  17. 17. Measuring R&D <ul><li>Number of product ideas </li></ul><ul><li>Revenue from new product ideas </li></ul><ul><li>Number of feature ideas </li></ul><ul><li>Revenue increases from new feature ideas </li></ul><ul><li>Insights gleaned for product team </li></ul><ul><li>Insights gleaned for marketing team </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  18. 18. The All-Business, No-Hype Guide to Social Media Marketing Drive Sales Miss Shirley’s
  19. 19. Measuring Sales & Leads <ul><li>Sales/Leads from blog </li></ul><ul><li>Sales/Leads from social network activity </li></ul><ul><li>Revenue from those leads </li></ul><ul><li>Social media customers vs. traditionally acquired </li></ul><ul><li>Conversion rates (social media to purchase point, and all points in between) </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  20. 20. The New Marketing Funnel The All-Business, No-Hype Guide to Social Media Marketing
  21. 21. The All-Business, No-Hype Guide to Social Media Marketing Now What? Dieaugenwiede on Shutterstock.com
  22. 22. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  23. 23. 7 Business Drivers of Social Media Marketing <ul><li>Enhance Branding & Awareness </li></ul><ul><li>Protect Your Reputation </li></ul><ul><li>Enhance Public Relations </li></ul><ul><li>Build Community </li></ul><ul><li>Enhance Customer Service </li></ul><ul><li>Facilitate Research & Development </li></ul><ul><li>Drive Sales & Leads </li></ul>The All-Business, No-Hype Guide to Social Media Marketing
  24. 24. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  25. 25. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? What do I get in return?
  26. 26. The All-Business, No-Hype Guide to Social Media Marketing Being Social Lasse Kristensen on Shutterstock.com
  27. 27. The All-Business, No-Hype Guide to Social Media Marketing Being Social City of Pikeville
  28. 28. The All-Business, No-Hype Guide to Social Media Marketing nobullshitsocialmedia.com Jason Falls @JasonFalls Erik Deckers @edeckers There ’ s more where this came from!
  29. 29. © C7group 2012 <ul><li>End-to-end provider of strategy, technology and business solutions </li></ul><ul><ul><li>Social Media Risk Management </li></ul></ul><ul><ul><li>Discovery & Education </li></ul></ul><ul><ul><li>Small Business Social Media, Mobile & Web Strategy </li></ul></ul><ul><ul><li>Social Intelligence </li></ul></ul><ul><ul><li>Social Applications </li></ul></ul>learnsocialbusiness.com Twitter: @C7group [email_address]
  30. 30. Thank you!

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