Social Media Tracking & Analytics media dmo's

•

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Joantxo Llantada

My presentation in Eyesfortravel Conference Online Marketing and Social Media Europe 2011

Business Technology

Get One Step Closer to that Elusive
ROI – Step Up Your Social Media
Tracking & Analytics &Determine
What Success Means for Your
Business

@joantxo llantada
October 2011

@joantxo
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I am sorry to tell you but….
If 82% of TV ads generate negative
ROI, why are we obsessed with
social media ROI?

according to the book
The Social Media Management Handbook:
Everything You Need to Know to Get Social Media Working in
Your Business, written by a team of three from Accenture.

@joantxo
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Internet will be the key

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Online tourism will increase

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Internet is the key factor for leisure

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Smartphones are now, not tomorrow

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Social media IS now

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Build confidence
• 76% do not trust in traditional
media or marketing. Brands lies !

• 70% of tourist uses internet for
booking their holidays. Social Travel
Report UK 2010

@joantxo
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Brands are learning

@joantxo
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From mass media, to earned media

@joantxo
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Digital storytellers

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Our client as a tribe

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Adprosumers + lovemarks

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But still, it is marketing

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It is about contend strategy

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Social Compass rules the markets

@joantxo
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Real ROI is in the business, not only in social media

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Social media is a skill and a must

@joantxo
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Takes time but it is worthy

@joantxo
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Know what you have in hand

@joantxo
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Social Media Management System

@joantxo
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June 2011. #sm4t #blogtripF1

@joantxo
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Give them visibility, and KPI’s

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#blogtripF1 2011 figures

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Tweetcloud to understand the impact

@joantxo
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Track the influencers

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Be in the rankings

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Topsy gives you some clues

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Twitrratr sentiment

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Summarizr tracking

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Tracking the total impact in the web, across
platforms

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Volume of hits in the total web

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All possibilities search

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Tag cloud, #sm4t Vs. #blogtripF1

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Do your best, get the best = ROI

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If you are spending a ton of time promoting your organization on social media without getting any real results, you’re not alone — many organizations struggle with this. That’s why we’re bringing in nonprofit social media expert and author Julia Campbell for our webinar on August 21. In this session, Julia will reveal exactly how small and mid-sized nonprofits are attracting new members through social media. In this free webinar, you will learn: - 7 common pitfalls that make your social updates less effective, and what to do instead - The real strategies that nonprofits use to find success through social media - A simple process to create engaging content on social media that your members and donors will love

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1. Get One Step Closer to that Elusive ROI – Step Up Your Social Media Tracking & Analytics &Determine What Success Means for Your Business @joantxo llantada October 2011 @joantxo #smtravel11

2. I am sorry to tell you but…. If 82% of TV ads generate negative ROI, why are we obsessed with social media ROI? according to the book The Social Media Management Handbook: Everything You Need to Know to Get Social Media Working in Your Business, written by a team of three from Accenture. @joantxo #smtravel11

3. For our brand, 8 must 1. Traditional mass media is important, but not as important it used to be any more. Balance and results 2. Where are my customers?, my brand ought to be there 3. Social media is not free, it cost money and time 4. Social media is not easy, learning, learning, learning,… Beta test 5. KPI’s are not tweeting or posting. KPI’s is about conversation, engagement, compromise, conversion,… 6. Social media it is not just for one department , it is for the whole company 7. Social media will transform your company, or you will not be relevant in the market 8. No marketing strategy?, social media will failure @joantxo #smtravel11

4. New environment @joantxo #smtravel11

5. Tourism will grow @joantxo #smtravel11

6. Internet will be the key @joantxo #smtravel11

7. Online tourism will increase @joantxo #smtravel11

8. Internet is the key factor for leisure @joantxo #smtravel11

9. Smartphones are now, not tomorrow @joantxo #smtravel11

10. Social media IS now @joantxo #smtravel11

11. Build confidence • 76% do not trust in traditional media or marketing. Brands lies ! • 70% of tourist uses internet for booking their holidays. Social Travel Report UK 2010 @joantxo #smtravel11

12. Brands are learning @joantxo #smtravel11

13. From mass media, to earned media @joantxo #smtravel11

14. From mass media, to earned media @joantxo #smtravel11

15. Digital storytellers @joantxo #smtravel11

16. Our client as a tribe @joantxo #smtravel11

17. Adprosumers + lovemarks @joantxo #smtravel11

18. But still, it is marketing @joantxo #smtravel11

19. It is about contend strategy @joantxo #smtravel11

20. Finding influencers 4 my brand - Count twitter followers, list, follows, number of tweets, - Measure Facebook Likes, fans,… - Check comment volume on blog posts - Invest time in relevant forums - Recommendations by others @joantxo #smtravel11

21. Social Brand Strategy Source: December 17, 2008, “Social Brand Strategy” Forrester report @joantxo #smtravel11

22. Social Compass rules the markets @joantxo #smtravel11

23. Real ROI is in the business, not only in social media @joantxo #smtravel11

24. @joantxo #smtravel11

25. Marketo.com @joantxo #smtravel11

26. Social media is a skill and a must @joantxo #smtravel11

27. Takes time but it is worthy @joantxo #smtravel11

28. Know what you have in hand @joantxo #smtravel11

29. Social Media Management System @joantxo #smtravel11

30. Radian 6 @joantxo #smtravel11

31. June 2011. #sm4t #blogtripF1 @joantxo #smtravel11

32. Give them visibility, and KPI’s @joantxo #smtravel11