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Class 5 - Key Performance Indicators, Blogger Outreach and Lead Generation
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- 2. Agenda • Housekeeping • Homework • Attendance • News • Measurement & Analysis • Measure!!! • Key Performance Indicators! • Blogger Outreach • Lead Generation
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- 5. Measuring • Benchmarking • Follower count • Reach • Mentions • Web traffic (Google Analytics) • Growth • Campaign tracking • Brand health • Crisis Detection • Impressions • Competitive intelligence
- 6. Measuring • Part ofa larger campaign • Social media vs Traditional • Platform Specific • Twitter vs Facebook vs YouTube vs Blogs • Tailor to your needs • Pick two or three that are reliable • Don’t get lost in the numbers • Simplify as much as possible
- 7. KPIs Save Lives •What’s the ROI? • Allow you to: • Show clients results • Win new business • Measure the industry • CYA • Be effective
- 8. Five KPIs 1. ConversationalExchange • How many people are replying to you? • @replies on Twitter, Comments on FB, Blogs 2. Reach • Size of the audience • Total followers on Twitter, number of people on Twitter • Not everyone sees everything • Don’t see every Tweet, don’t read every article, may not view the entire video, etc.
- 9. Five KPIs 3. Amplification– Shares per post • Share button on Facebook • Social shares on your website • Share, Like, Tweet, Pin, Stumble 4. Sentiment – Positive or negative • Sentiment tools – automation great for high volumes • Specific language – industry specific • Likes, dislikes, recommendations • Manual calculation 5. Content appreciation • Favourites, social bookmarks, link backs
- 10. Platform specific KPIs •Platform Specific • Twitter • RTs, mentions • Facebook • Shares, Likes, talking about this • YouTube • Views, likes, dislikesm channel subscribers • Blogs • Social shares, comments
- 11. Activity • What metricsmean success to you • Offline, online • Why do you measure them? • How do you measure them?
- 12. KPIs Examples • Subscribergrowth • Followers • Likes • Email subscriptions • Impressions • Twitter reach • Shares • Online article pickup
- 13. Lead Generation 1. Followpeople • Twitter • Blogs • Like other Facebook pages 2. Engage • Comments! 3. Track • Social CRM – Salesforce.com • Follow • Lists 4. Sales Cycle
- 14. Blogger Outreach • Createcredible brand awareness and exposure • Super niche audiences • Good for the blogger • Creates content • Adds credibility • Really Good for the brand • Targeted audience that is already built • Valued presence • Network outside of blogs (Twitter, Facebook) • Increase social credibility
- 15. Blogger Outreach • Developing relationships with influencers • Say hi! • Connect online and offline • Keep it casual • Don’t always be a hard sell • Create brand advocates
- 16. Developing Relationships • Don’twait until you need something from someone • Need to put money in before you make a withdrawl • Say “Hi!” whenever you have the chance • In person, sending a tweet, leaving a comment • Doesn’t have to be formal. Can be as simple as a retweet
- 17. Pitching Bloggers • Makesure that content is relevant to their blog • Don’t always go for the hard sell • Can be casual, lead with questions “Did you know?...” • Personalize (this is where a relationship is handy) • Let them know the benefits • Be prepared to pay
- 18. GENERATING LEADS THROUGHSOCIAL MEDIA
- 19. Lead Generation • Socialmedia, and specifically Twitter, is like an on going conference. It allows you to connect with anyone at any time. • Find people you want to do business with • Where are they? • Twitter • LinkedIn • Blogs • Connect with them!
- 20. Lead Gen viaTwitter • Find out who you need to connect with • Say Hi! • Don’t go for the hard sell right away • Move to direct message • Leverage existing relationships • People you have connected with but never met • People you have met once • People you’ve never talked to but follow you
- 21. Lead Gen viaBlogs • Follow industry blogs • Get featured • Ideally have a call to action • Leave comments • Use the comment section as a source of contact information
- 22. Lead Gen viaLinkedIn • LinkedIn has tools for new business! • We will talk about these later • Find people in organizations • Find contact information • Permanent Rolodex