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Social Media Arizona SMAZ Elizabeth Hannan


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Social Media Arizona SMAZ Elizabeth Hannan

  1. 1. Growing Online Communities <br />And<br />Measuring Success<br />Social Media <br />#SMAZ <br />@ElizabethHannan<br />
  2. 2. <ul><li>Travel
  3. 3. Web 2.0
  4. 4. Teaching
  5. 5. Technology
  6. 6. Blogging
  7. 7. Business
  8. 8. Pancakes
  9. 9. Web 2.0
  10. 10. Technology
  11. 11. Teaching
  12. 12. Blogging
  13. 13. Pancakes
  14. 14. Sports
  15. 15. Fishing
  16. 16. Web 2.0
  17. 17. Technology
  18. 18. Teaching
  19. 19. Blogging
  20. 20. Pancakes</li></ul>Me<br />You<br />Community Venn Diagram<br />
  21. 21.
  22. 22. Serving your Niche<br />The deeper you get the more passionate individuals get.<br />“Gardening or Peppers?”<br />In Depth the Discussion changes <br /><ul><li>More cordial
  23. 23. Engagement levels higher
  24. 24. A sense of belonging
  25. 25. Share tips internally amongst members</li></li></ul><li>Takeaways<br />Essence of Communities<br /> Servicing a niche<br /> Build a group that focuses on a passionate Niche. Then tend to the community allowing it different ways to interact and connect.<br />Seeding a Community & Casting a wide net (Be Human)<br /> (I.e. Gardening community blog)<br />Ideas: <br />Interact with other community members.<br />Create a series across a diversity of blogs<br />Post in other forums.<br />Be helpful to others.<br />Add a link back to your site.<br />Arrange guest posts: contact the active players in the industry. <br />(I.e. Burpee, Scotts).<br />Friend like minded people on social networks like twitter that are talking and engaging with the same topics.<br />
  26. 26. Takeaways<br />Ideas: <br /><ul><li>Interact with other community members.
  27. 27. Create a series across a diversity of blogs
  28. 28. Post in other forums.
  29. 29. Be helpful to others.
  30. 30. Add a link back to your site.
  31. 31. Arrange guest posts: contact the active players in the industry.
  32. 32. (I.e. Burpee, Scotts).
  33. 33. Friend like minded people on social networks like twitter that are talking and engaging with the same topics.</li></li></ul><li>Takeaways<br />Seeding a Community & Casting a Wide Net <br />(Content For Human)<br /> (I.e. Gardening community blog)<br />Your are creating internet equity with your efforts.<br />It may take you a few months to years depending on the subject.<br />Ideas: Consistent, relative and relatable content.<br />Your Get Out Of It What You Put Into It<br />
  34. 34. Takeaways<br />What’s next?<br />So you have a well seeded community that is starting to sprout up on it’s own and people are even starting to contribute large portions of content.<br />Your new roll is community leader:<br />You make improvements to the site and add features that people have been asking for. It’s important to listen and react to the needs of your community. You brainstorm for new content.<br />Most likely you have built something that has value and your community looks to you for it’s cues. <br />Goal: Keep your content fresh and new & pay attention to trends<br />
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  37. 37. Hotels and Resorts Using Social Media as a complimentary tool: Will the travel industry be able to adapt?<br />
  38. 38.
  39. 39. Why Bother Monitoring or Tracking Metrics At All?<br />It’s GREAT!!<br />Everyone online loves our brand all of the time!!<br />Yup, you can only get away with telling your boss that once or twice.<br />
  40. 40. Why Bother Monitoring or Tracking Metrics At All?<br />A close friend in the marketing world once advised me:<br />“Quantify all your actions in your marketing campaigns and your career no matter how big or small. “<br /> -Mark Yeager<br />(His B-Day Today)<br />His reasoning was correct! As time passes , whether it’s a campaign or growth at a company you will always be able to assign a common denominator to your actions/risks.<br />This common denominator others will always acknowledge. We all have knowledge of numbers.<br />(Not Mark Yeager)<br />
  41. 41. Everything Thing Is Measurable<br />
  42. 42. Why Bother Monitoring or Tracking Metrics<br />-Promote growth and stability<br />-Measure you actions<br />-Assists in meeting your goals<br />and more.. Too many to list<br />
  43. 43.
  44. 44. Common Sense in Determining Applicable Metrics<br />Common Metrics <br />Sales, Traffic, etc.<br />In every engagement there is an <br />Ultimate Metric<br />“Trust and Reputation”<br />Result <br />People will go out into the world and carry it with them. Trust conveys a sense of empowerment because they trust your reputation. They believe they are safe.<br />People will promote your brand for you.<br />
  45. 45. Since We Are Discussing Trust<br />This book does a deep dive into trust and building relationships. It is my new favorite because is written well and thoroughly explored the dimensions of trust along a diversity of online and offline interactions.<br /><br />
  46. 46. Choose what to Measure<br />What percentage of increase is wanted? <br /><ul><li>Estimate at first
  47. 47. Use to set goals
  48. 48. Translate into for business needs</li></ul>Examples of more traditional measurement.<br /><ul><li>Marketing – increased product awareness & WOM </li></ul> ROI = the # of additional sales<br /><ul><li>PR – improved brand sentiment </li></ul> ROI = additional customer loyalty<br /><ul><li>Product research </li></ul> ROI = the difference in time it used to take<br /><ul><li>Decreased support calls by X% ROI = the cost savings</li></li></ul><li>Evolution of Metrics<br />@ElizabethHannan<br />
  49. 49. ROE:<br />Risk on engagement<br />
  50. 50. Tools of the Trade <br />Measuring tools<br />
  51. 51. Tools of the Trade <br />Measuring tools<br />
  52. 52. @ElizabethHannan<br />
  53. 53. What Should You Do With the Data You Collect Monthly? <br />A very generic list from a corporate perspective.<br />Outline the following & provide recommendations based on them:<br /><ul><li>Ongoing definition of objectives (established from goals of the position)
  54. 54. Interaction - Trends in members, topics, discovery of new communities
  55. 55. Qualitative Quotes - helpful for feedback, marketing campaigns and customer service.
  56. 56. Recommendations - Based on interactions with the customers
  57. 57. Web analytics (unless someone else is tracking them)
  58. 58. Social Web analytics… keep tracking.</li></ul>@ElizabethHannan<br />
  59. 59. Current Common Definitions of Terminology<br />Strength is the likelihood that your brand is being discussed in social media. <br />Sentiment is the ratio of mentions that are generally positive to those that are generally negative.<br />Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. <br />Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.<br />@ElizabethHannan<br />
  60. 60. 5 C’s of Measuring Engagement<br /> “Creating” Content<br /> “Critiquing” Feedback<br /> “Chatting” Comment<br /> “Collecting” Bookmarking<br /> “Clicking” Traffic<br />@ElizabethHannan<br />
  61. 61. Examples of Generic Metrics Search Result<br />@ElizabethHannan<br />
  62. 62. =Step 1: Define Business Objectives & Decide on PrioritiesStep 2: Choose What to Measure & ToolsQuantitative QualitativeStep 3: Analyze: Benchmark & Identify Trends Step 4: Create a strategy & engageStep 5: What’s working & what’s not<br />Take Aways: <br />You Can Measure Everything<br />Step 1: Define Business Objectives & Decide on Priorities<br />Step 2: Choose What to Measure & Tools<br />Quantitative <br />Qualitative<br />Step 3: Analyze: Benchmark & Identify Trends <br />Step 4: Create a strategy & engage<br />Step 5: What’s working & what’s not<br />
  63. 63. Elizabeth HannanConnect<br /> Twitter: @elizabethhannan<br />SEM Social Architect Blog:<br />Pragmatic Marketing Site:<br /> Email:<br />Slide Deck:<br />Attribution:<br />Brian Solis<br />Mark Yeager<br />Chris Borgan<br /><br /><br />Photo Credits:<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  64. 64. Other Links Travel Indusrty Specific:<br /><br /><br /><br />Http://<br /><br />Sedona Resort Specific<br /><br /><br />Master list of Case Studies<br />||<br />
  65. 65. @ElizabethHannan<br />