SMCSTL STLSocialGood Conference 2014 - Combined Presentation Deck

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This half-day conference was created to help non-profits with digital and social media marketing - from basics to analytics and ROI. Speakers included in this deck are Travis Sheridan and Brianna Smith. A separate link will be posted on our blog at www.SMCSTL.org for Ashley Riley's presentation.

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  • LEAVE THIS UP WHILE PEOPLE ARE GETTING SEATED SO THEY HAVE TIME TO SCAN & SET UP.
  • EMBED VIDEO #1 FROM JENN HERE. THIS VIDEO IS TO PLAY 2 MINUTES BEFORE WE ARE ABOUT TO SPEAK AND START SESSION 1.
  • ERIN MOLONEY TO WELCOME EVERYONE, THANK PARTNERS & SPONSOR.
  • QUICK OVERVIEW OF THE EVENT
  • TOUCH ON WHO WILL BE SPEAKING & MENTION ED AS WELL.
  • EXPLAIN HOW WE’LL BE COMMUNICATING. EMPHASIZE AND EXPLAIN THE HASHTAG ACROSS ALL PLATFORMS. ENCOURAGE QUESTIONS THROUGHOUT AND EXPLAIN HOW PANELS WILL INTEGRATE QUESTIONS.
  • TOUCH ON THIS AGAIN.
  • BRING UP ED REGGI FOR INTROS
  • Move to Prezi document for this session. (see download)
  • Facebook page likesTwitter followersLinkedIn followersGoogle+ likesYouTube channel subscribersPinterest followers
  • Facebook post likes and sharesTweets directly from content RetweetsYouTube video likes, shares, and embedsPinterestrepinsLinkedIn post likes and shares
  • Sentiment of social media mentionsNumber of people who hid Facebook post or mentioned a post in a negative way (can be found in Facebook Insights)Keep a monthly total of positive, negative, and neutral mentions to view trends Increase in positive mentionsDecrease in negative mentions
  • Free options but more options with their 8.95 a month accountSocial Network Management TwitterFacebookLinkedInGoogle+FoursquareMyspaceWordpressGoogle Analytics IntegrationTwitter Profile Statistics reportOw.ly Click Statistics Google+ Pages AnalyticsCustom ReportsTeam FeaturesMonitoring: search by StreamsMentionsHashtagGeo-locationKloutKeywordLanguage
  • Free trial and then 13.95 a monthReal time analyticsBest time to tweet reportDiscover Twitter users and insightsWhat your followers talk aboutWhat your followers influential FollowersVery active friendsYour influencersWho you influenceAnalyze your competitorsAnalyze your listsTwitter DM CampaignsAccounts comparisonBenchmark Compare accounts of similar size & ageGeolocated search
  • Create conversion reportsSee how many social media visitors complete a goal, such as a specific page view or complete a purchaseVisualize how visitors flow from social networks through your siteSee which social networks are sending traffic to your siteSocial plugins report shows on-site engagement
  • FreeAnalytics that showsWhich social networks drive the most sharingWhich content was shared the mostMeasures SQI score – Social Quality Index or the social quality of your websiteIntegrates with Google Analytics
  • More expensive, about $40 a month after the free trial ends but Engagement report to measure response rate and average response timeView best time and day for increased engagementEvaluate your engagement and influence against your competitionTrack brand mentionsGeotargetingMonitor competitorsAnalyze data across multiple social profiles
  • free, or for pro plans offers 50% of for non-proftts. So it would be $25 a month for their pro plan.Schedule, distribute, and analyze posts on Twitter, Facebook, and LinkedIn and make side-by-side network comparisonsSchedule posts by time zoneAuto-scheduling for recurring postsQuickly translates social media messages for international businessesTrack ROI from specific posts you’ve shared to your donations pageSearch for brand mentions across all three social networks at onceCreate a social calendar
  • Searches blogs, microblogs, networks, bookmarks, comments, events, images, news videos, audio, and questions all across the internetMeasures social media strength – the likelihood that your brand will be mentioned on social mediaDetermines sentiment – the ratio of generally positive mentions to those that are negativeAnalyzes passion – the likelihood that those talking about your brand will do so repeatedly Searches for brand mentions all across the internetMeasures social media strength Determines sentimentAnalyzes passion Measure top users, top hashtags, and sourcesRealtime buzz widgetSet up alerts for brand mentions
  • Track ecommerce sales and visitors by adding the Google Analytics ecommerce tracking code to your siteSet up goals to determine when a visitor has converted into a customer or leadWithin the Google Analytics Conversion Report, segment visitors to view the number of transactions completed by social media visitors or by a specific network (i.e. Twitter, Facebook, Pinterest, etc.)
  • Formula for non-ecommerce sites to determine social media ROIDetermined by analyzing how views of goal pages, social media visits to goal pages, and average sale are connectedExamples of Goal Pages:Store Location pagesIndividual Product pagesContact Us pages
  • Are your social efforts generating more results than what you would see with paid media?
  • This can be answered by calculating how much it would cost to buy the same number of social impressions and actions with paid media as you do organicallyTo determine actual savings, use the Facebook ads, Twitter promoted tweets, YouTube promoted videos, and Google AdWords PPC advertising prices
  • Formulas to determine how much it would cost you if you used paid media to get the same number of impressions, mentions, clicks, pageviews etc. Twitter estimates that each tweethave a 25% view rate
  • Share a factDiscuss missionDid you know?Have you seen?
  • Tout the cool factorQuote or testimonialKey associationEvent highlightA rankingStories of mission impact
  • Service OppsWays to stay informedGiveAtend
  • Highlight & thankTell a friendInvite to exclusivePromote impact OTHERS have on mission
  • Compose correct message based on the TONEDay w/o are w/c
  • Each week determine the area of focus or single key messageClientsSponsorsVolunteersStaffEvents
  • Overarching campaign/strategyDeepen relationship with target
  • SMCSTL STLSocialGood Conference 2014 - Combined Presentation Deck

    1. 1. INSERT ASHLEY PRESENTATION HERE
    2. 2. INSERT ASHLEY PRESENTATION HERE
    3. 3. Who in your life has been affected by a neurological disorder? (Think about it - Alzheimer’s, ALS, Parkinson’s, MS, CP, Huntington’s, Epilepsy, brain injury or stroke? Everyone knows someone!) Shout Out For Hope is a Facebook community that makes it easy for us all to share stories of hope, rally to support research for treatments and cures, and celebrate victories big and small.
    4. 4. INSERT EDS VIDEO.
    5. 5. INSERT ASHLEY’S PRESENTATION HERE
    6. 6. Social Media + Digital Best Practices INTRODUCING OUR PANELISTS Ashley Riley | @GatewayPets Kathy Bernard | @Getajobtips Marcy Bursac | @marcycts Jill Hampton | @JillSTL
    7. 7. Social Media Analytics and ROI Tracking Brianna Smith | Digital Marketing Specialist S
    8. 8. Social Media Analytics and ROI Tracking Agenda S Social Media Metrics S Social Media Measurement Tools S Measuring ROI of Social Media
    9. 9. Social Media Metrics Determining what to measure S
    10. 10. Social Media Marketing Metrics S
    11. 11. Increase in Community Membership
    12. 12. Content Mobility & Engagement
    13. 13. Market Perception S Sentiment of brand mentions on social media S Track trends in social media sentiment S Increase in positive mentions S Decrease in negative mentions
    14. 14. Social Conversions S Total number of click-throughs to website from each social media source S Twitter S Facebook S LinkedIn S Pinterest S YouTube Social Media Follower Website Visitor Lead
    15. 15. Social Media Measurement Tools S
    16. 16. Social Media Tools S
    17. 17. Hootsuite • • • • • • • • Social Network Management Google Analytics Integration Twitter Profile Statistics reports Ow.ly Click Statistics Google+ Pages Analytics Custom Reports Team Features Monitoring
    18. 18. SocialBro • • • • • • • • Real time analytics Best time to tweet report Discover Twitter users and insights Analyze your competitors Analyze your lists Twitter DM Campaigns Compare accounts of similar size & age Geolocated search
    19. 19. Google Analytics • • • • Conversion reports Visitor flow Social site traffic On-site engagement
    20. 20. ShareThis Plugin • • • Custom Analytics SQI Score Integrates with Google Analytics
    21. 21. SproutSocial • • • • • • • Engagement reports Best time to post Evaluate competition Track brand mentions Geotargeting Monitor competitors Analyze multiple social profiles
    22. 22. Gremlin • • • • • • • Network comparisons Schedule posts by time zone Auto-scheduling Translations Track ROI Search for brand mentions Social calendar creation
    23. 23. SimplyMeasured
    24. 24. SocialMention • • • • • • Searches for brand mentions all across the internet Measures social media strength Determines sentiment Analyzes passion Measure top users, top hashtags, and sources Set up alerts for brand mentions
    25. 25. Measuring ROI of Social Media Efforts S
    26. 26. Determining Social Media ROI S
    27. 27. Google Analytics Ecommerce Sales Funnel S Tracking Code S Goals S Conversion Reports
    28. 28. Goal Pages S Examples of Goal Pages: S Volunteer pages S Donations pages S Contact Us pages
    29. 29. Savings: Social vs. Paid Media Are your social efforts generating more results than what you would see with paid media?
    30. 30. Savings: Social vs. Paid Media Value of SMM efforts Cost of SMM ROI
    31. 31. Calculating Value of Social Media Efforts S Organic (non-paid) Facebook Impressions x $10.00 CPM S Clicks from Facebook posts x average cost of PPC clicks S ((Tweets x # of followers) + (retweets + @mentions) x .25*) x $10.00 CPM S Clicks from Twitter x average cost of PPC clicks S Organic YouTube video views x $0.20 per view S Blog pageviews x average cost of PPC clicks S Online brand mentions x average cost of PPC clicks View rate or impressions of a single tweet, as estimated by Twitter
    32. 32. Revenue from Social Media S Visitors to Goal Pages / Total Products Sold = Goal Pages per Sale S Social Traffic to Goal Pages / Goal Pages per Sale = Social Sales S Revenue from set period / Total Transactions = Average Transaction Value S Social Sales X Average Transaction Value = Social Revenue S (Social Revenue – SMM Cost) / SMM Cost = ROI Social Revenue – SMM Cost Cost of SMM For a given period of time ROI
    33. 33. Brianna Smith Digital Marketing Specialist and Social Media Blogger S Follow me on Twitter: S S @Brianna5mith Email me at: S Briannac.smith@gmail.com S Connect with me on LinkedIn: S www.linkedin.com/brianna5mith S Find more social media resources at: S www.Beingyourbrand.com
    34. 34. Social Media ROI INTRODUCING OUR PANELISTS Tom Ruwitch | @marketvolt Brianna Smith | @Brianna5mith Post Q’s via Twitter #STLSocialGood
    35. 35. DOING THE MOST GOOD WITH LIMITED RESOURCES Time, Money or Talent Travis A. Sheridan AVP, Innovation & Entrepreneurship St. Louis Economic Development Partnership
    36. 36. Will you go to the prom with me?
    37. 37. Will you go to the prom with me?
    38. 38. TONE: Awareness Know us “Yeah, I’ve heard of them.”
    39. 39. TONE: Preference Like us | Think of us fondly | “Like” “Yeah, I’ve heard they do good stuff.” “Yeah, I’d totally volunteer if I had time.” “Yeah, they are cool.”
    40. 40. TONE: Engagement Join us | Hang out with us | Visit us | Donate Buy | Download | Subscribe “Yeah, I’ve been there.” “Yeah, I’m on their mailing list.” “Yeah, I financially support them.” “Yeah, I’m a client.”
    41. 41. TONE: Retention/Referral Stay with us | Come back to us | Tell others “Retweet” | “Share” “Yeah, I keep going back.” “Yeah, I think you’d like what they stand for.” “Yeah, you should contact them.”
    42. 42. Client Programs Sponsor Appreciation Volunteer Development Annual Gala A day in the life
    43. 43. One Year | One Page Time: Simple way to compose a message with limited critical thinking. Money: Did not require an outside consultant for implementation. Did not require expensive technology. Talent: Empowers all levels to help spread the message.
    44. 44. Mon, June 2, 2014 Major Event (Conf) We’re happy to announce @FamousFella will be the keynote speaker at our #SocialGoodConf on June 22. <RSVP link>
    45. 45. Wed, Oct 22, 2014 Sponsor Recognition @HeckaNiceSponsor helped us achieve our mission! Grab tickets & join the #celebration at the #2014gala. #thanks <ticket link>
    46. 46. Tues, Mar 17, 2015 Client Program “This workshop helped me avoid costly errors.” -@AvgAttendee. The entire 2015 schedule is online. Plan accordingly. <link to schedule>
    47. 47. CASE STUDY: CENTRAL VALLEY BUSSINESS INCUBATOR 120% 100% 100% 70% 32% 19% 40% 0%
    48. 48. Download a FREE version of the One Year | One Page Grid
    49. 49. THANK YOU. @TravisSheridan @MessagePlacemat
    50. 50. Social Media with Limited Time and Resources INTRODUCING OUR PANELISTS Melanie Bernds | @DanforthCenter Travis Sheridan | @TravisSheridan Dana Biermann | @DanaBiermann Bethany Prange | @BethanyPrange
    51. 51. Please join us for a happy hour and networking! 5:30-7:00 p.m. Granite City Food & Brewery 11411 Olive Blvd. Creve Coeur, MO 63141

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