Listen3 What are your customerssaying about you? Is it good or bad? Is there anyone alreadypassionate about yourbrand or industry?
People4 What are your customersready for? Make sure your targetaudience is ready for whatyou throw at them.
Objectives5 What are your goals? Talking/broadcasting –spread your message. Make an existing digitalmarketing initiative(banner/search ads) moreinteractive.
Objectives What are your goals? Establishing credibility6
Objectives7 What are your goals? Listening – betterunderstand your customers. Get insights from yourcustomers to help makemarketing and productdevelopment decisions.
Objectives8 What are your goals? Supporting – help yourcustomers support eachother. Effective for companies thathave high support costs or toconnect with cohesivegroups that already exist.
Strategy9 What change do you wantyour customers to make? Carry messages to others Engage more with yourorganization.
Technology10 What social media toolsshould you use or build?
Measure – Soft Metrics11 Number of followers onsocial media networks Number ofposts, comments, Tweets, etc. Key influencers, who alreadyhave a following that istalking about you Share of conversation
Measure12 What are they saying? Are they saying good or badthings about you? Are the goodcomments increasing? Where is the conversationoccurring? (blogs, newssites, forums, social mediasites)
Measure – HardMetric Comparisons Pay Per Click (PPC) = Cost Per Click (CPC) Cost Per 1000 Impressions(CPM) Get comparison rates fromGoogle or Facebook ads
Measure – Hard Metrics Google Analytics can helpmeasure web goals Need to create custom webaddresses to share to track indetail. Easy to do with eCommercebut harder to do withservices.14
Google AnalyticsSocial Reporting Tool Drop off rates tellyou where youlosing your visitors15
Google AnalyticsSocial Reporting Tool How does social mediaaffect goals Which networks drivetraffic Where people arediscussing yourorganization16