Measuring Social Media ROI

443 views

Published on

Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
443
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
18
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Facebook is not just personal profiles for sharing photos of your dinner with your uninterested friends. It is actually a hugely important way to get thousands of people interacting with your business online and offline.Twitter – Excellent for following people in your industry, thought leaders, reporters and even for lead generation.LinkedIn – Excellent for recruiting and attracting prospects to your firm. Also a good forum for connecting people. This is Google’s reply to fears that Facebook is taking over. Its all about integrating your online social media life with your search engine
  • Measuring ROI on Social Media is Like Measuring the ROI of a Relationship.Similar to Putting a ROI Measurement on Your Office Phone System
  • Measuring Social Media ROI

    1. 1. SOCIAL MEDIA ROI SESSION E-1 Brian D. Swanson - Flashpoint Marketing
    2. 2. Speaker Introduction  15 Years Accounting Marketing & Business Development Experience  Former Big 4 & Regional Firm Marketing Director  SEMPO Certified in Internet Marketing  SEMPO Certified in Advanced Search Engine Optimization  5 Years Social Media Marketing
    3. 3. Group Audience Poll How Many Are Currently Using Social Media to Market Your Firm?
    4. 4. How Social Media Works Let’s Get Very Specific Today!
    5. 5. Purpose of Social Media
    6. 6. Functions of Social Media Purpose for Using Social Media:  Enhance Search Engine Optimization(SEO)  Share Thought Leadership  Engage Clients & Prospects  Recruiting  Manage the Firm’s Brand – Informal Access  Advertising - LinkedIn
    7. 7. Focus & ROI How You Use Social Media Will Determine How You Measure ROI Let’s Discuss Strategy!
    8. 8. Effective Social Media Marketing What are you sharing? Engaging Content Proper Targeting Where are you sharing it? Measurement How are you measuring activity? Interaction How are you interacting?
    9. 9. How Do People React? How Alluring is The Content Your Sharing?
    10. 10. Assess Your Existing Content Reflect on Your Content:  Us versus You  Audience Relevant versus Irrelevant  Overly Technical vs. Common Language  Current Events versus Months Old News  Interactive vs. Static Social Media is The Tool Through Which Content is Shared!
    11. 11. Develop A Strategy • What is/are the objectives of our strategy? • Who Are You Targeting – Different Platforms for Different Targets (Recruiting, Clients, etc.) • What Type of Content Does Our Target Want? • What Information is Our Audience Searching For? • How is Our Content Reinforcing Our Brand Promise?
    12. 12. Social Media Examples
    13. 13. Social Media Examples
    14. 14. Content Sharing Ideas • News – Firm or Industry • Behind the Scenes Content • Top 10 Lists • Presentations • Infographics • Videos & Images • Stats & Facts – Industry Studies, Surveys
    15. 15. Proper Targeting There Are So Many Social Media Platforms Available Where Should You Be Targeting Your Efforts? Should I Invest Time On New Platforms?
    16. 16. Social Media Participation Assess How Your Audience Spends Their Time
    17. 17. Most Effective Platforms • Facebook – 845 Million Users • Twitter – 300 Million Users • LinkedIn – 135 Million Users • Google Plus – 62 Million Users • YouTube – 3 Billion Video Views Everyday
    18. 18. Talking vs. Conversation Are You Engaging Your Social Media Audience?
    19. 19. Your Approach Creates Value Reflect on Your Approach:  Manually vs. Auto Managed  One Person vs. Multiple People  Commercialized vs. Authentic  Business vs. Personal Focus  Firm Centric vs. Topic/Audience Centric  Questions/Surveys vs. Firm News Items
    20. 20. Authenticity  Focus On Audience - Individualized  Listen To Your Audience - Content  Interact With Followers– Respond to Posts, Comments, Re-Tweets, etc.  Genuine & Consistent Content  Create A Good Experience – Keep Them Coming Back
    21. 21. Strike A Balance Marketing Authenticity & Engagement The Sweet Spot There Is a Proper Balance For Your Audience! Authentic vs. Transparency
    22. 22. Authenticity Examples Demonstrating The Firm’s Commitment to The Community
    23. 23. Authenticity Examples
    24. 24. Group Audience Poll How Are You Currently Measuring ROI for Social Media?
    25. 25. Measuring Return
    26. 26. Measuring Return Important Social Media Metrics:  Mentions  Sentiment  Reach - Fans/Connections  Action - SEO Impact  Introductions Made  Questions Answered  Engagement - Number of Leads
    27. 27. Measuring Return
    28. 28. Google Analytics Provides Metrics on How Social is Impacting SEO Click Here to View Social Analytics
    29. 29. Google Analytics Very Detailed Traffic & Site Performance Metrics
    30. 30. Google Analytics
    31. 31. Facebook Insights
    32. 32. LinkedIn Analytics
    33. 33. LinkedIn Analytics
    34. 34. Twitter Analytics Favorites Mentions
    35. 35. In Perspective Key Takeaways  Measurement = on How You Use Social Media  Leverage Effective Content for Sharing  Interaction - Be Authentic and Audience Centric  Right Platform = Right Engagement  Measuring Return is Not Always “Black & White”  Platform vs. Global Measurement Tools
    36. 36. Questions Brian Swanson Flashpoint Marketing bswanson@flashpointmarketing.biz 612-886-3561

    ×