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Social Media Marketing Goal Setting And Results Measurement 2010 07 21


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Slides presented at the 2nd Annual Internet Marketing Conference on July 21, 2010 in Stockton, CA. Created by Jay Badenhope, Senior Marketing Manager at Intuit.

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Social Media Marketing Goal Setting And Results Measurement 2010 07 21

  1. 1. Social Media Marketing Goal-Setting and Results Measurement<br />Jay Badenhope<br />July 21, 2010<br />
  2. 2. Agenda<br />5 Social Activities You Can Use to Drive Value<br />3 Tips for Measuring the Benefit<br />
  3. 3. Five ways companies are using social media channels to drive value<br />
  4. 4. The Marketing Leadership Council says most marketers’ initiatives in social media cluster around five activities:<br />Listening<br />Talking<br />Animating<br />Supporting<br />Absorbing<br />Marketing Leadership Council:<br />
  5. 5. LISTENING:<br />Capturing insights and feedback from target customers.<br />You wouldn’t ignore a customer who wanted to talk with you in person.<br />Are you ignoring customers talking about your business online?<br />
  6. 6. LISTENING to LEARN<br />If your organization isn’t sold on the benefits of social media marketing, start by searching for relevant conversations and listening to what people are saying.<br />As you listen to your customers and prospects, help the rest of your organization learn from their opinions and feedback.<br />Identify fans and influencers. Ask them for input.<br />At Intuit, we listened to customer reviews on Amazon and other sources to improve our product registration process.<br />
  7. 7. TALKING:<br />Sharing information with target customers.<br />Once you have listened to and learned from your customers, get ready to join the conversation.<br />First, set the rules of the road you want your employees to follow.<br />Here are four examples of organizations that have documented their approach to social media:<br /><ul><li>Intel:
  8. 8. Coca-Cola:
  9. 9. BBC:
  10. 10. US Air Force:</li></li></ul><li>TALKING:<br />Sharing information with target customers.<br />Intuit shares advice and real-world examples in our small business blog, including a series of posts on online marketing that we’ve packaged as a “Toolkit”. The blog format enables social sharing and reader comments.<br /><br />
  11. 11. ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Disney’s Facebook page has over 3.7 million fans, generating thousands of “likes” and hundreds of comments per post on their Facebook Wall.<br />
  12. 12. ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Love a Local Business<br />Business Owner Benefits: A tool for encouraging customers to spread positive word of mouth, and a chance at a cash prize<br />Fan Benefits: Show support for businesses you really like, and see if you can motivate others to share your enthusiasm<br />Intuit Benefits: Host positive conversations about small businesses; it also gives us a platform to experiment with cutting edge social and, soon, mobile engagement tools<br />10<br />
  13. 13. SUPPORTING:<br />Improving the service experience and helping customers get greater value from interactions with the brand.<br />Comcast helps customers through Twitter, personalizing their company in the process.<br />
  14. 14. SUPPORTING:<br />SAP has had success with their Community Network, reportedly answering questions within 17 minutes on average. <br />
  15. 15. SUPPORTING: Intuit moderates community forums where customers can get answers on product and business questions.<br />Sample Q&A within the product forum on “Reports”:<br />Sample Q&A within the business forum on “Starting a Business”:<br />
  16. 16. ABSORBING:<br />Enlisting customers in the co-creation of product/service improvements.<br />
  17. 17. Three Tips for Measuring the Benefit<br />
  18. 18. Measuring Benefits Tip #1:<br />Define Success Metrics<br />As in your other marketing efforts, establish metrics that align with your strategic goals and are relevant to activities in a social channel. <br />Some potential goal/metric combinations for social media:<br />What combinations of goals and metrics have worked for your business?<br />
  19. 19. Measuring Benefits Tip #2:<br />Set the right time frame<br />Choose a time frame that is the balance of:<br /><ul><li>long enough to ensure commitment and measure progress
  20. 20. short enough to allow you to revise your approach as you learn more</li></ul>And anticipate making adjustments.<br />
  21. 21. Measuring Benefits Tip #3:<br />Commit the Right Amount of Resources<br />In the early stages, you could treat social media as one of your “experimental touchpoints” that you give 10% of your total marketing investment. <br />Source: Marketing Leadership Council<br />
  22. 22. Bonus Slides<br />
  23. 23. Two quickly growing social media sites serving local businesses: Foursquare and Groupon.<br />20<br />
  24. 24. One free listening tool:<br />“Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.” <br />Here’s a sample search for “social media monitoring tools” with a preview of search results from blogs only.<br />
  25. 25. Questions? Comments?<br />22<br />