How to get the most out of your Social Media campaigns<br />Navigating your company’s strategic entrance into the social m...
SOCIAL MEDIA – Facebook<br />500+ million active users<br />50% of active users log on to Facebook in any given day<br />A...
SOCIAL MEDIA – Blogs<br />More than 133,000,000 blogs have been indexed by Technorati (blog search engine) since 2002 <br ...
SOCIAL MEDIA - YouTube<br />Largest world-wide video <br />sharing community<br />2 billion videos viewed/day <br />24 hou...
SOCIAL MEDIA - Twitter<br />Twitter is a “real time news & information network”<br />Limited to 140 characters<br />Link s...
WHY? Listen. Learn. Share.<br />Audiences are choosing their own “subscriptions”<br />Instant Communication<br />Listening...
WHY? Listen. Learn. Share.<br />Hearing people’s needs & responding<br />Ease of Updating news and information<br />Tweets...
How do we market & become a trusted social media voice?<br /><ul><li>Avoid sales pitching
Illustrate your expertise, not your catalog
Overshare that of others
Offer to inform or help “if they’re interested”
Be confident you offer value
Make the conversation about them
Designate a buyers channel</li></li></ul><li>Our Approach<br />
Our Approach<br />
Our Approach<br />
Primary goals for Social Media efforts:<br />We will know our Social Media efforts are worth continued <br />and further i...
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How To Get The Most Out Of Your Social Media Campaigns

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Navigating your company’s strategic entrance into the social media marketing realm

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How To Get The Most Out Of Your Social Media Campaigns

  1. 1. How to get the most out of your Social Media campaigns<br />Navigating your company’s strategic entrance into the social media marketing realm <br />
  2. 2. SOCIAL MEDIA – Facebook<br />500+ million active users<br />50% of active users log on to Facebook in any given day<br />Average user has 130 friends<br />Over 700 billion minutes spent/user/month on Facebook<br />Average user is connected to 80 community pages, groups and events<br />Average user creates 90 pieces of content each month<br />
  3. 3. SOCIAL MEDIA – Blogs<br />More than 133,000,000 blogs have been indexed by Technorati (blog search engine) since 2002 <br />77% of Internet users read blogs <br />One in four bloggers has an annual household income of $100K  <br />The most common rate of updating a blog is 2-3 times per week <br /> 56% say that their blog has helped their company establish a position as a thought leader within the industry. <br />58% say that they are better-known in their industry because of their blog <br />
  4. 4. SOCIAL MEDIA - YouTube<br />Largest world-wide video <br />sharing community<br />2 billion videos viewed/day <br />24 hours of video uploaded per minute<br />Age range of viewers is 18-55, evenly divided between males and females <br /> 51% of users go to YouTube weekly or more often<br />
  5. 5. SOCIAL MEDIA - Twitter<br />Twitter is a “real time news & information network”<br />Limited to 140 characters<br />Link sharing<br />No sales pitch<br />190 million visitors/month<br />65 million tweets a day<br />
  6. 6. WHY? Listen. Learn. Share.<br />Audiences are choosing their own “subscriptions”<br />Instant Communication<br />Listening to what people are saying about us<br />Image from Chris Brogan<br />
  7. 7. WHY? Listen. Learn. Share.<br />Hearing people’s needs & responding<br />Ease of Updating news and information<br />Tweets, Posts, etc. vs. full webpage creation<br />Audience Familiar Interface – getting to know us<br />“Richard~~ Can you please tell me where I would have to go to get appraisals on two of your pieces that I own? We're adding an insurance rider and they're asking for the replacement values. Thanks!”<br />
  8. 8. How do we market & become a trusted social media voice?<br /><ul><li>Avoid sales pitching
  9. 9. Illustrate your expertise, not your catalog
  10. 10. Overshare that of others
  11. 11. Offer to inform or help “if they’re interested”
  12. 12. Be confident you offer value
  13. 13. Make the conversation about them
  14. 14. Designate a buyers channel</li></li></ul><li>Our Approach<br />
  15. 15. Our Approach<br />
  16. 16. Our Approach<br />
  17. 17. Primary goals for Social Media efforts:<br />We will know our Social Media efforts are worth continued <br />and further investment if…<br />Facebook fans increase by….<br />YouTube subscribers and viewers increase by…<br />Twitter/Blog followers increase by…<br />Fans/followers become buyers<br />Fans/followers become subscribers to online newsletter <br />Fans/followers share our content<br />Fans/followers become engaged<br />Other?<br />
  18. 18. Evaluation and Measurement<br />Were goals met?<br />Did program reach target?<br />How to do better next time?<br />
  19. 19. How Can You Measure?<br />Qualitative analysis<br />Quantitative analysis<br />Content analysis<br />Focus groups<br />Surveys<br />Web metrics<br />Email metrics<br />Financial performance<br />
  20. 20. Case Study: National Fibromyalgia Association “10,000 for 10 million”<br />Challenge:<br />Website not updated regularly; no interactivity with visitors<br />Limited staff and resources to support social media<br />Members still don’t understand what it is the NFA does exactly<br />Negative misinformation about NFA being posted online<br />Goals: Increase number of fans/members<br />Build positive image of NFA; respond to negative misinformation<br />Share NFA news in real time<br />Convert fans into advocates; Increase subscribers to its online and print publications<br />Use as fundraising tool<br />
  21. 21. Case Study: National Fibromyalgia Association “10,000 for 10 million”<br />Solutions: Create and implement strategy that will:<br />Develop timeline of content for key updates and posts<br />Cross-promote Fans page (website, e-newsletter, email signatures)<br />Continually monitor and engage audiences<br />Results:<br />Fans increased from 2,000 to 10,000 fans in 3 weeks<br />Surpassed competition (average fan base = 3,000)<br />Daily average post views of NFA page = 230,000<br />Media coverage of campaign (OC Register0<br />Negative misinformation about NFA nearly non-existent<br />Increased awareness of programs and services <br />Increased number of subscribers to online and print publications<br />Increased number of donors to fundraising campaigns<br />Increased visitors to website, blog and Twitter followers (new)<br />Created positive good will and image of NFA among base<br />
  22. 22. Walson Communicationswww.walsonpr.com<br />155 N. Riverview Drive, Suite 125<br />Anaheim, CA 92808 TEL: 714-970-2268FAX: 714-495-4078Cell: 714-865-4147<br />Navigating your company’s strategic entrance into the social media marketing realm <br />

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