Social Media: You Can't Measure If You Don't Plan

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Presentation I recently did for the Hartford Business Jo

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Social Media: You Can't Measure If You Don't Plan

  1. 1. YOU CAN’T MEASURE<br />IF YOU DON’T PLAN<br />
  2. 2. YOU CANMEASURE<br />IF YOUPLAN<br />
  3. 3. Derek Beere<br />New Media Manager, Mason Inc.<br />@derekbeere<br />
  4. 4.
  5. 5.
  6. 6. Measure<br />Sales, profits, advertising, public relations, marketing, employees and the list goes on and on…<br />
  7. 7.
  8. 8. Defined objectives<br />Clear strategy<br />Expected goals<br />
  9. 9.
  10. 10. Lots Fail<br />Many brands fail because they jump into social media with no understanding of what they want out of it.<br />
  11. 11. Not Just A Cool Thing To Do<br />Social media needs to be fused with all of your marketing efforts and a part of your brand.<br />
  12. 12.
  13. 13.
  14. 14. Our Role Has Changed<br />Not just about billboards, press releases and the traditional.<br />(Traditional is still important!)<br />
  15. 15. Instant Gratification Era<br />Forces brands to be quick, responsive and more connected.<br />
  16. 16. We Get It<br />We need to be connected. <br />But what now?<br />
  17. 17.
  18. 18.
  19. 19. Look At Yourself<br />Evaluate yourself. What traditional channels do you use?<br />
  20. 20. Website?<br />TV?<br />Radio?<br />Direct Mail?<br />Outreach?<br />PR?<br />Newsletters?<br />
  21. 21. Asking the Tough Questions<br />How well are these channels working?<br />Are they reaching who we want?<br />Where do they fall short?<br />
  22. 22. Asking the Tough Questions<br />Asking these questions will remind you of who you are and who you want to be.<br />Also shows you how social media can be used to help.<br />
  23. 23.
  24. 24. You Will Gain<br />A better understanding of your brand presence<br />Online communities you should join<br />Values you should promote<br />Attitudes you should change<br />Influencers<br />
  25. 25. Identify<br />Identify where the conversations about your brand, product or service are happening.<br />
  26. 26. Develop<br />Develop a strategy, including content, policies, goals, tone…<br />
  27. 27. Don’t get confused…<br />“Communities already exist. Instead, think about how you can help that community do what it wants to do.”<br /> - Mark Zuckerberg, CEO, Facebook<br />
  28. 28. Establish a presence<br />Where are you going to speak?<br />
  29. 29. Actively Engage<br />Content, content, content…<br />
  30. 30. How To Measure<br />Followers, engagement, conversations, action, conversions, brand awareness…<br />
  31. 31. Using Social Media for?<br />Customer service? Promotions? News? Ask these questions!<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35. WE HAVE HEARD THESE<br />
  36. 36.
  37. 37. About Connex Credit Union<br />One of CT’s largest credit unions<br />Established in 1940<br />AT&T, SNET<br />
  38. 38. About Connex Credit Union<br />Mission Statement<br />Improving the lives of our members… <br />one member at a time<br />
  39. 39. About Connex Credit Union<br />Corporate Giving<br />Donates more than $10,000 each year to various local organizations<br />
  40. 40. Connex and Social Media<br />
  41. 41. Connex and Social Media<br />Existing blog<br />Establish social media<br />Blog to serve as content<br />Social channels to connect, engage and offer something<br />
  42. 42. Situation<br />After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.<br />
  43. 43. Challenge<br />Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.<br />
  44. 44. Solution<br />Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan.<br />The holiday social was born.<br />
  45. 45. Concept<br />Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank.<br />$1 provides 3.6 meals<br />
  46. 46. Objectives<br />Support a worthwhile cause during holidays<br />Increase Facebook “Likes”<br />Engage and interact<br />Increase overall awareness<br />Earn media coverage<br />
  47. 47. Support<br />Social media<br />Banner ads on websites (radio)<br />In branch flyers to members<br />Connex website<br />Community partners<br />
  48. 48. Facebook Tab<br />
  49. 49. Email To Members<br />
  50. 50. Branch Flyers<br />
  51. 51. Connex Website Banner<br />
  52. 52. Website Banners<br />
  53. 53.
  54. 54. What did we measure?<br />
  55. 55. Based on our objectives<br />Support a worthwhile cause during holidays<br />Increase Facebook “Likes”<br />Engage and interact<br />Increase overall awareness<br />Earn media coverage<br />
  56. 56. Results<br />More than doubled Facebook “likes”<br />Increased engagement<br />Raised $324, or 1,170 meals<br />Earned media coverage (before, after)<br />Reposts by other businesses and people<br />
  57. 57. Continued Engagement<br />Financial tips<br />Resources<br />Other ways to save, such as Groupon<br />Connex news<br />Closings<br />Workshops<br />Other communication<br />
  58. 58. How We Did It<br />We planned first and then wemeasured!<br />
  59. 59. How else can we measure?<br />
  60. 60.
  61. 61.
  62. 62. Enterprise social media monitoring<br />Multi-brand and agency interface<br />Rich interface<br />Track mentions, keywords<br />Measure sentiment<br />“Robust”<br />
  63. 63. Free tools<br />Tweetdeck<br />Hootsuite<br />Twitter<br />Facebook insights<br />
  64. 64. Human Ability<br />

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