Social Media Strategy
    for Business
  “...but is it measurable?”

   presenter: Kate O’Neill
Defining Social Media
Defining Social Media

• publishing power to the masses
Defining Social Media

• publishing power to the masses
• participation
Defining Social Media

• publishing power to the masses
• participation
• conversation
Defining Social Media

• publishing power to the masses
• participation
• conversation
• accountability, transparency, meas...
What do we mean by
  social media?
What do we mean by
    social media?

• Twitter, Facebook, MySpace, LinkedIn, blogs
What do we mean by
    social media?

• Twitter, Facebook, MySpace, LinkedIn, blogs
  but also
What do we mean by
    social media?

• Twitter, Facebook, MySpace, LinkedIn, blogs
  but also
• YouTube, Ning, Flickr,Vim...
How do I get started?


      Pick a method:
Research,
Strategize,
  Plan, &
 Execute
Research,
Strategize,
  Plan, &
 Execute
Or... learn as you go.
Or... learn as you go.
Social Media
Measurements
better control         What is your presence online? How are you reaching out?
of positioning



                         ...
Financing
                                                                                       Success
                 ...
Traditional Marketing Path


Awareness   Preference   Purchase   Loyalty
Social Marketing Path

 Reach /
                                      Goal
Exposure /   Engagement   Influence
Awareness   ...
Social Marketing Path
                Select Measures
 Reach /                                           Performance
Expos...
And the holy grail:

• Social media ROI

• One example:
• http://www.dragonsearchmarketing.com/
  social-media-roi-calcula...
What are the Ideal
  Measures?
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative




                                          subje...
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative




                                           Awar...
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative
                                                   ...
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative
                                                   ...
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative
                                                   ...
Top-ranking Metrics




       Source: Online Community ROI Models and Reporting study,February of 2008
Middle-ranking Metrics




        Source: Online Community ROI Models and Reporting study,February of 2008
Bottom-ranking Metrics




         Source: Online Community ROI Models and Reporting study,February of 2008
By Industry




   Source: Online Community ROI Models and Reporting study,February of 2008
How to Set Up Tracking

• You do use an analytics package, right?
• Use campaign variables
• Link shorteners with integrat...
Managing Risk
Managing
       Social Media Risk
•   Social media policies

•   Viral video and other viral marketing

•   Considerations...
Q&A
Q: How do I get
followers/fans/friends?
• Be interesting.
• Be relevant.
• Share generously.
• Do your homework.
• Invest ...
Q: How can you define
 ROI for Twitter when
they don't even have a
   revenue model?
Follow me?
Follow me?

Email:
kate@metamarketer.com
Follow me?

Email:
kate@metamarketer.com
kate@corporateidealist.com
kate@honeybowtie.com
Follow me?

             Email:
             kate@metamarketer.com
Twitter:     kate@corporateidealist.com
@kateo       ka...
Follow me?
Facebook:
facebook.com/kateoneill
             Email:
             kate@metamarketer.com
Twitter:     kate@corp...
Follow me?
Facebook:
facebook.com/kateoneill
             Email:
             kate@metamarketer.com
Twitter:     kate@corp...
Follow me?
Facebook:                    Blogs:
facebook.com/kateoneill      metamarketer.com
                             ...
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
Social Media for Business: "...but is it measurable?"
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Social Media for Business: "...but is it measurable?"

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Slides to accompany a talk given by Kate O'Neill, founder of [meta]marketer, at Lipscomb University for a workshop on Social Media for Business on 7/30/2009.

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Social Media for Business: "...but is it measurable?"

  1. 1. Social Media Strategy for Business “...but is it measurable?” presenter: Kate O’Neill
  2. 2. Defining Social Media
  3. 3. Defining Social Media • publishing power to the masses
  4. 4. Defining Social Media • publishing power to the masses • participation
  5. 5. Defining Social Media • publishing power to the masses • participation • conversation
  6. 6. Defining Social Media • publishing power to the masses • participation • conversation • accountability, transparency, measurability
  7. 7. What do we mean by social media?
  8. 8. What do we mean by social media? • Twitter, Facebook, MySpace, LinkedIn, blogs
  9. 9. What do we mean by social media? • Twitter, Facebook, MySpace, LinkedIn, blogs but also
  10. 10. What do we mean by social media? • Twitter, Facebook, MySpace, LinkedIn, blogs but also • YouTube, Ning, Flickr,Vimeo, Bebo, Last.fm, imeem, Plaxo, Tumblr, etc.
  11. 11. How do I get started? Pick a method:
  12. 12. Research, Strategize, Plan, & Execute
  13. 13. Research, Strategize, Plan, & Execute
  14. 14. Or... learn as you go.
  15. 15. Or... learn as you go.
  16. 16. Social Media Measurements
  17. 17. better control What is your presence online? How are you reaching out? of positioning Social SEO PPC etc Media off-site better control of visitor Who are the customers coming to your site? experience What are they looking for? What are the audiences? usability segmentation analytics studies better control What can be done to reduce on-site of conversion friction in the customer experience? testing targeting
  18. 18. Financing Success Operatons Metrics Your Audience / Management Positioning Business Segments Strategy Your Marketing Strategy Culture Offering Differentiation participation Key Channels Key Audience related blogs / Key RSS feeds Your Concepts Content Strategy Your search Key Keyword term Producers Strategy alerts Key Terms blog contribution schedule style responsiveness / guide support
  19. 19. Traditional Marketing Path Awareness Preference Purchase Loyalty
  20. 20. Social Marketing Path Reach / Goal Exposure / Engagement Influence Awareness Action
  21. 21. Social Marketing Path Select Measures Reach / Performance Exposure / Engagement Influence of Awareness Goal Action Click- Purchase throughs Purchase # of Visits Consideration Duration Attend event # of Visitors Likelihood to Repeat visits Tell a friend Comments Recommend Registration Contact Retweets
  22. 22. And the holy grail: • Social media ROI • One example: • http://www.dragonsearchmarketing.com/ social-media-roi-calculator.htm
  23. 23. What are the Ideal Measures?
  24. 24. What are the Ideal Measures? qualitative - - - - - - quantitative subjective - - - - - - - - - - objective
  25. 25. What are the Ideal Measures? qualitative - - - - - - quantitative Awareness subjective - - - - - - - - - - objective
  26. 26. What are the Ideal Measures? qualitative - - - - - - quantitative Purchases Awareness subjective - - - - - - - - - - objective
  27. 27. What are the Ideal Measures? qualitative - - - - - - quantitative Purchases Reach Awareness subjective - - - - - - - - - - objective
  28. 28. What are the Ideal Measures? qualitative - - - - - - quantitative Purchases Clickthroughs Reach Awareness subjective - - - - - - - - - - objective
  29. 29. Top-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  30. 30. Middle-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  31. 31. Bottom-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  32. 32. By Industry Source: Online Community ROI Models and Reporting study,February of 2008
  33. 33. How to Set Up Tracking • You do use an analytics package, right? • Use campaign variables • Link shorteners with integrated analytics (bit.ly, ow.ly, urlzen, kl.am)
  34. 34. Managing Risk
  35. 35. Managing Social Media Risk • Social media policies • Viral video and other viral marketing • Considerations for user-generated content • Engaging bloggers and/or writing services • Selecting employees to blog/tweet about company or client’s products or services • Rules for sweepstakes and prize promotions
  36. 36. Q&A
  37. 37. Q: How do I get followers/fans/friends? • Be interesting. • Be relevant. • Share generously. • Do your homework. • Invest a little every day/week/month.
  38. 38. Q: How can you define ROI for Twitter when they don't even have a revenue model?
  39. 39. Follow me?
  40. 40. Follow me? Email: kate@metamarketer.com
  41. 41. Follow me? Email: kate@metamarketer.com kate@corporateidealist.com kate@honeybowtie.com
  42. 42. Follow me? Email: kate@metamarketer.com Twitter: kate@corporateidealist.com @kateo kate@honeybowtie.com @metamarketer @corpidealist
  43. 43. Follow me? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: kate@corporateidealist.com @kateo kate@honeybowtie.com @metamarketer @corpidealist
  44. 44. Follow me? Facebook: facebook.com/kateoneill Email: kate@metamarketer.com Twitter: kate@corporateidealist.com @kateo kate@honeybowtie.com @metamarketer @corpidealist LinkedIn: linkedin.com/in/kateoneill
  45. 45. Follow me? Facebook: Blogs: facebook.com/kateoneill metamarketer.com corporateidealist.com Email: kate@metamarketer.com Twitter: kate@corporateidealist.com @kateo kate@honeybowtie.com @metamarketer @corpidealist LinkedIn: linkedin.com/in/kateoneill

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