Social Media Integration, Monitoring & Measuring ROI
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This document summarizes a presentation on social media integration, monitoring, and measuring ROI. It provides tips on managing social media profiles consistently, sharing content across platforms, and listening to users. Case studies show how companies used social media to drive sales, improve products, and increase traffic. The document stresses engaging with users by addressing issues and improving based on feedback in order to demonstrate ROI through metrics like lead generation, customer service, and brand awareness.
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Social Media Integration, Monitoring & Measuring ROI
- 1. Social Media PreconferenceSocial Media Integration, Monitoring & Measuring ROI Larissa Fair September 28, 2011 #DEast11 @LYF108 @DigitalEast
- 2. Views on Social Media Today
- 5. Source: Nielsen and NM Incite
- 7. Share content across accounts, but save some exclusive content for fans (giveaways, discounts)
- 8. The same traditional marketing goals apply: increase reach, generate leads, grow subscribers, earn referrals, nurture leads, keep customers happy
- 10. It’s about your brand – don’t be swayed by shiny objects
- 13. Customer service policies and escalation methodsPhoto Credit: Optify
- 14. Are You Monitoring or Listening? Source: Brian Solis and Capgemini
- 15. Monitoring vs. Listening The difference between monitoring and listening is initiative, the ability to take what’s observed and take action internally or externally to solve, improve, or validate experiences.
- 16. Social Media Monitoring and Listening Social Business / Social Enterprise = listening as an integral part of marketing, selling, and servicing customers. Source: Brian Solis and Capgemini
- 18. Full engagement
- 19. Build a listening layer on top of monitoring – examine, engage, take actionSource: Brian Solis and Capgemini
- 20. Why Engage? Source: AllFacebook and ReadWriteWeb
- 22. Lead Generation (cost per lead)
- 25. Online Brand or PR
- 27. Reputation
- 28. Innovation
- 29. Efficiency
- 30. Differentiation
- 31. Perception
- 32. Influence
- 34. 6 Quick Case Studies Lesson: Create unique content to drive inbound links and blogger coverage. Case Study: Technorati's own State of the Blogosphere report attracted the attention of major industry bloggers, without pitching or pushing their story. The result: coverage and links from influential blogs like TechCrunch and ReadWriteWeb. Lesson: Use a blog to attract potential customers to your business - even in surprising industries. Case Study: Fencing supplier Louis E. Page Inc really took off when now-owner Duncan Page added a blog to the business website. Duncan himself was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. The result: traffic, media coverage, and an 850% increase in sales leads. Lesson: Use multiple inbound marketing techniques together for maximum success. Case Study: Clinical oncology solutions company Elekta took on their much bigger competitors not with one inbound marketing technique, but many. Creating content, building links, engaging in social media, optimizing landing pages. The result: increased traffic and organic search rankings. Source: Hubspot
- 35. Source: Social Media Examiner
- 36. GoGranny Go! 500 percent increase in .CO domain sales+3,500 tweets20 million impressions on Twitter14 million impressions on leading blogs 1 commercial + Twitter + blogger outreach + ENGAGEMENT = SALES (ROI)
- 37. Connect with Me Twitter: http://www.twitter.com/LYF108 Facebook: http://www.facebook.com/larissafair LinkedIn: http://www.linkedin.com/in/larissafair E-mail: larissafair@gmail.com Resources: The Need for a New Listening Movement: From Monitoring to Learning by Brian Solis Social Media Marketing Case Studies by Hubspot How Social Media Helped Cisco Shave $100,000+ Off a Product Launch by Social Media Examiner Infographic: 40% of Facebook Users Ditch Brand Pages by ReadWriteWeb Network Solutions’ Go Granny Campaign Wins Big with Social Media by Increasing Sales 500 Percent
Editor's Notes
- What does this mean? You have to work harder to prove the value of social media to business. Also, don’t trust an “expert” – look for holistic marketing programs
- Source: State of the Media: Social Media Report Q3 2011Almost a quarter (23%) of Americans are on social networks and blogs – where is your business?
- Source: State of the Media: Social Media Report Q3 2011Facebook is not just for poking!
- Source: State of the Media: Social Media Report Q3 201160% of social media users create reviews of products and services.53% follow a brand
- Name of company – Joe’s Lemonade Stand should consistently be JoesLemonade on FB, Twitter, LinkedIn, etc.When creating content – think about how users use different social networks – what is the goal/purpose? Tailor your content to those goals (Twitter used for quick daily deals, but FB used for one time only discounts)
- Speaking of lemonade stands…Shiny objects – the latest and greatest tools might not always be right for you. Do great with 1-2 tools, then build. Keep brand consistent.Don’t spamSyndicateEmpower employees to be the brand, but establish guidelinesZappos – social media is a part of their company culture
- According to a recent study by Capgemini, 57% of businesses currently monitor online conversations about the brand, products or services. But 20% do not listen at all and another 23% of respondents weren’t sure whether or not the company is listening to online conversations.
- For example, tracking mentions of the brand, products, key personnel and also competitors are analyzed and reported out to key stakeholders to portray the state of conversations and sentiment, capture the share of voice, and set the foundation for benchmarking and metrics. Monitoring also encompasses potential crises and serves as an early warning system for businesses. Listening however, builds a layer on top of monitoring that examines conversations for enterprise-wide learning and cross-functional engagement. The difference between monitoring and listening is initiative, the ability to take what’s observed and take action internally or externally to solve, improve, or validate experiences.
- ROI means different things to different people. Why is it important to know all of the ways that social media can benefit your organization? You’ll have to explain it to your boss, your board, your stakeholders one day. The business case and benefit is most important – don’t just do social media because you think it is cool.
- Top 5 launch in company history for new router – “It was the crossing the chasm point for us in the adoption phase of social media and helped us get over the hump of internal acceptance.” - LaSandra Brill, senior manager, global social media.Launch previously had consisted of flying more than 100 executives and press from 100 countries to HQ in CA – distributing press releases, emailing customers, and running print ads in major newspapers and magazinesLaunch of Aggregated Services Router (ASR) – How?Second Life with video of executives presenting ASRA 3D game where you could “defend the network” using the ASR – more than 20,000 network engineers playedYouTubeVideo conferencing w/TelepresenceMobile video datasheetFacebookSocial Media Widget embedded into news releases and launch pages = bloggers easily spread info with embedded codeCisco blogsOnline Forum with launch-related discussions and “ask the expert” functionMore than 9,000 people (90 times more than past launches) from 128 countries attended virtual launch events. Without travel, the launch saved an estimated 42,000 gallons of gas.