RISE Austin: Social Media Measurement
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This Relationship and Information Series for Entrepreneurs session reviews common objectives, strategies and tactics for social media marketing. Learn how to effectively utilize social media channels to enhance your marketing and meet business goals.
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RISE Austin: Social Media Measurement
- 1. Welcome to RISE WEEK 2012 Social Media Measurement Achieving Business Successes Through Social Strategy Hosted by: Kristen Sussman President & Founder, Social Distillery @KrisSuss #RISEAustin12
- 2. Agenda • What’s New in Social Media • Social strategy • 7 business objectives of Social • Measurement & Ongoing Analysis • Tools to help you get there
- 3. What’s new in Social Media Facebook Timeline for Brands
- 4. Timeline Updates Pinning a Post
- 5. Interesting Fact Facebook Timeline “When they were first developing Timeline at Facebook, they wanted pages, to be more like a book and to tell a story. Early designs featured pages like a book”
- 6. Timeline Updates Milestones
- 7. Facebook Timeline for Brands Two Peas in a Pod
- 8. Social Media & The Entrepreneur How ‘influencers’ on social media are being rewarded “(With) easy to use publishing tools like blogging, Facebook & Twitter, everybody can publish, everybody can influence” – Mark Schaefer, named one of top 50 SM influencers by Forbes
- 9. Social Media & The Entrepreneur Influence coming to life
- 10. Social Strategy Goal/Objective > Strategy > Implementation
- 11. 7 business objectives of Social • Brand Awareness • Inbound Marketing • Community Building • Sales • Reputation/Crisis Management • Customer Service • Market Research
- 12. Applying Strategy Objective: Brand Awareness Strategies to achieve objective: Content Marketing Corporate Communications
- 13. Strategy: Content Marketing Sharing industry knowledge to build influence Build influence Build community Increase brand reach Drive traffic Proactively activate engagement
- 14. Strategy: Corporate Communications Activate social presence in order to maximize reach Additional voice Brand positioning Increase brand reach Drive traffic Increase visibility Proactively, activate engagement
- 15. Key Performance Indicators #1 Engagement: Click, share, retweet, mention, comment, like #2 Reach: Number of impressions & potential reach of your message #3 Activity: Number of pieces of content published
- 16. Measurement Tools & technologies to aid in ongoing analysis Paid: • Spredfast SMMS Free: • Google Analytics: Referral traffic • Hootsuite: clicks • Crowdbooster
- 17. SocialAbout us Strategy Social Distillery Social Media Marketing Agency Founded April 2011 Texas AdGrads HQ in Austin, TX 5 employees
- 18. RISE Specialty Membership Groups In addition to our global online memberships, RISE supports specialty membership groups by coordinating meetings and speaker events, creating opportunities for members to connect and share ideas throughout the year. These help entrepreneurs capitalize on opportunities and combat those common feelings of isolation that accompany life at the top! The four RISE Specialty Groups that are currently active in Austin include: RISE: Women RISE: Social Entrepreneurs RISE: L/G Entrepreneurs RISE: Multi-Cultural Entrepreneurs For more information on membership and the specialty groups, please contact Interim Executive Director Claire England at claire@riseglobal.org.
- 19. COMMUNITY SUPPORT Did you enjoy this session? Please support your local entrepreneurs and help us to keep this conference free. RISE Global is a non-profit organization, and your contributions help us continue delivering the value of a high-dollar conference with an unbeatable price tag. Please donate at www.riseglobal.org/donate Be sure to check out our other sessions and special events during RISE Week 2012 at www.riseglobal.org/austin! The mission of RISE is to inspire and empower entrepreneurs at all stages.
Editor's Notes
- On Feb 29th Facebook announced Timeline updates for brandsAutomatic updates are scheduled to roll out todayThings to avoid: Calls to action (“Like Us”), Price or purchase information (“20% off today only”),Contact information (phone/email/website information) Images on Facebook applications: Moved from the left navigation sidebar to the rightNow appear as large thumbnails as opposed to text linksThere are four tiles that live above the “fold”“Photos” permanently occupy the first tile while the three remaining are editable Like gates are still permitted but are no longer the first thing that a new visitor sees when coming to your pageStarring to highlight; Brand can & should go back through posts on their timeline and hide irrelevant past posts, while starring to highlight their best posts, photos or other content that still relevant
- Pinning a post allows you to feature a post in the top left of your timeline feed for up to 7 daysThis allows you to control what people see when they first visit your TimelinePinning can be used to direct users to an application, to display a promotion or to draw attention to an important status update*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a bookMessages – Timeline has created a new channel for customers to communicate with brandsNow people can contact brands directly by privately sending a message to your PageNote, Pages cannot proactively message Facebook users, they can only respond to usersMessages can be especially helpful in customer service scenariosSo you’ll need to consistently monitor and respond through this new channel
- Pinning a post allows you to feature a post in the top left of your timeline feed for up to 7 daysThis allows you to control what people see when they first visit your TimelinePinning can be used to direct users to an application, to display a promotion or to draw attention to an important status update*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a bookMessages – Timeline has created a new channel for customers to communicate with brandsNow people can contact brands directly by privately sending a message to your PageNote, Pages cannot proactively message Facebook users, they can only respond to usersMessages can be especially helpful in customer service scenariosSo you’ll need to consistently monitor and respond through this new channel
- Milestones – Brands can go back in their Timeline to publish special Milestones and events relevant to their history. These events can mark interesting moments in time such as product launches or company accomplishments. They appear full-width on your Page with a special flag icon on top and are a great way to help visitors learn more about your brand. Recent Posts by others – In the top right of your Page’s Timeline’s feed,The content in this section will vary since Facebook’s algorithms will automatically choose to feature posts that are most engaging. You have little control over what gets featured in this section, however just like with highlighted Timeline stories, you can choose to hide or delete those posts if necessary. About – Beneath the Cover Photo of your Timeline, you’ll see a standard profile picture, your company name, your total Pages Likes, and the number of “people talking about this”. Your can leverage the About section beneath these stats to describe your brand, your industry, or include contact information. Visitors can expand the About link to learn other basic information about your brand. Prior to publishing your Timeline, you’ll want to make sure you have a short but impactful About statement for your brand – consider including response times here
- Engagement up 40% on Global health & beauty product’s Facebook pageFacebook Timeline provides 46% increase in brand page engagement according to a Mashable study
- As an entrepreneur, you’re an expert - Take advantage of doing what you do best and sharing your knowledge to build Thought Leadershiphttp://www.cbsnews.com/8301-511_162-57404546/how-influencers-on-social-media-are-rewarded/
- A real life example, practice what you preach Later when I was reviewing the Mashable article I saw come engagement between people questioning the accuracy of the data foundSo, I added my opinion with a comment:“We crunched the numbers and saw consistent data with a 40% increase in engagement”With no change in posting cadence, strategy or topic, the increased engagement is attributed wholly to the new visual story-like display of content*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a book
- First step is identifying your objective
- Entrepreneurs need brand awareness around their new product or business
- Emphasis on “Proactive engagement”Every vote counts exampleActivate social presence in order to maximize reach
- Emphasis on “Proactive engagement”Every vote counts exampleMention the differences between personal voice & brand voice, sometimes personal can be more impactingActivate social presence in order to maximize reach
- Publish a press releaseWrite a blogFeature the content on FacebookSocial promotion through Pinterest & TwitterGoogle free social media tools
- First step is identifying your objective