6. Measuring
• Part of a 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. Conversational Exchange
• 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 metrics mean success to you
• Offline, online
• Why do you measure them?
• How do you measure them?
13. Lead Generation
1. Follow people
• Twitter
• Blogs
• Like other Facebook pages
2. Engage
• Comments!
3. Track
• Social CRM – Salesforce.com
• Follow
• Lists
4. Sales Cycle
14. Blogger Outreach
• Create credible 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’t wait 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
• Make sure 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
19. Lead Generation
• Social media, 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 via Twitter
• 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 via Blogs
• 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 via LinkedIn
• LinkedIn has tools for new business!
• We will talk about these later
• Find people in organizations
• Find contact information
• Permanent Rolodex
