Social Media Explained - Measuring the Unmeasurable?


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Social Media Explained - Measuring the Unmeasurable?

  1. 1. Social Media Explained Measuring the Unmeasurable?Presented by Mike DanielDigital Marketing ManagerDestination Marketing – Seattle, WATwitter: @mikejdaniel
  2. 2. What is Social Media?Tools that allow groups togenerate content and engage inpeer-to-peer conversations andexchange of content.
  3. 3. Social Media creates kinshipbetween companies andcustomers, and kinship equalspurchase intent.
  4. 4. The goal of social media is to turn customers into a volunteer marketing army.
  5. 5. Social Media allows everycompany to be its own TV station, magazine, and newspaper.
  6. 6. “Social Media is like teen sex.”
  7. 7. “Social Media is like teen sex.”Everyone wants to do it. No oneactually knows how. When finallydone, there is surprise its notbetter.” Avinash Kaushik Analytics Evangelist at Google
  8. 8. Who are the players involved?
  9. 9. Who are the players that mattertoday?Facebook Blogs Twitter Review SitesHonorable mention:LinkedIn, Foursquare and YouTube
  10. 10. The new kid on the block… …more on him (or her) to come.
  11. 11. What is the investment? OR
  12. 12. One of the perceived “problems”with social media marketing…
  13. 13. It’s a time vampire.
  14. 14. It’s a time vampire.One hour here, ahaha!Two hours there, ahaha!
  15. 15. It’s a time vampire.One hour here, ahaha!Two hours there, ahaha!But it can beworth it!
  16. 16. But, what are some of thequalitative benefits:ü  Brand Loyaltyü  Building Trustü  Creating Passionü  Promoting Interactionü  Brand Awareness
  17. 17. What is quantitative social success? ü  Number of conversions ü  Reductions in support costs ü  Increase in search engine page rank ü  Number of blogs linked to you ü  Number of people in specific location who follow on Twitter ü  Increased brand awareness ü  SALES + NEW CUSTOMERS
  18. 18. Why use Facebook?ü  Over 600 million users (1 in 13 people on Earth!)ü  71% of U.S. web audience has a profileü  Average user spends 55 minutes per dayü  More than 100 million active mobile usersü  More than 5.3 million users visit company profile pages each day
  19. 19. Benefits of Facebookü  Share messages with customers in real timeü  Offer incentives to share information (ex: contests for their email address)ü  Customer service tool to respond to questionsü  Ability to be transparent in messaging
  20. 20. Why Should I Blog?ü  77% of internet users read blogsü  Readership is split almost 50/50 between men and womenü  56% of bloggers report higher engagement with customers. Seen as thought leaders.
  21. 21. Benefits of Bloggingü  Create a voice for your brandü  Search Engines rely heavily on blogs for its rankingsü  Content for Facebook and Twitterü  Another avenue to create conversation and buzz about your brand and its position on a subject related to its industry.
  22. 22. Why Tweet?ü  Real time, easy to digest communication tool (Twitter limits communication to 140 characters)ü  Over 35% of users rely on their mobile phone to follow conversations and tweetü  Over 100 million active users
  23. 23. Benefits of Twitterü  Sharing links to articles and stories from Facebook and blogsü  Promoting time sensitive offers in real timeü  Build and manage B2B connections
  24. 24. Using Twitter to communicate
  25. 25. Why Review Sites?ü  77% of web users check review sites to learn about a product and/or a serviceü  Yelp users call phone numbers attached to profiles on an average of every secondü  Usage of review sites is split between web and mobile consumption
  26. 26. Benefits of Review Sitesü  Manage your reputation onlineü  Respond to user complaintsü  Yelp and Google Placers are two of the search engines favorite websites to cite as a source on your brand/product.
  27. 27. Why do all of this?A flawlessly-executed YOUR WEBSITEsocial media campaign Is a door to…
  28. 28. What makes all of this tick?ü  Setting goals based on qualitative or quantitative goals. Are you looking to educate the consumer? Build leads? Serve offers?ü  Review and analyze metrics as you go! Utilize Google Analytics, Facebook Insights and other free tools to measure your performance.
  29. 29. Questions?
  30. 30. Mike Daniel Digital Marketing ManagerDestination Marketing – Seattle, WA @mikejdaniel