Presented at Mt. Hood Territory Tourism Tech Summit on April 4, 2017. Want to see this custom presentation for your group or event? Contact me at laurenteague.com

1. UNLEASH SOCIAL
ACROSS YOUR ENTIRE BUSINESS
@LAURENTEE

2. #UNLEASHSOCIAL @LAURENTEE
IMPACT OF SOCIAL
FIRST, LET’S TALK ABOUT THE

3. #UNLEASHSOCIAL @LAURENTEE
PGA TOUR TIMELINE
PROGRESSION OF RESPONSIBILITY
2008: Social Media Coordinator

4. #UNLEASHSOCIAL @LAURENTEE
PGA TOUR TIMELINE
PROGRESSION OF RESPONSIBILITY
2008: Social Media Coordinator
2012: Team of Two

5. #UNLEASHSOCIAL @LAURENTEE
PGA TOUR TIMELINE
PROGRESSION OF RESPONSIBILITY
2008: Social Media Coordinator
2012: Team of Two
2014: Content Team

6. @LAURENTEE
THE POINT IS THAT IT'S NOT A "SOCIAL"
TEAM, IT'S A DIGITAL TEAM, AND THAT'S
WHY EVERYTHING WORKS TOGETHER.
@DJPie
@PGATOUR HITS 1M FANS NOV 2015

7. #UNLEASHSOCIAL @LAURENTEE
#UNLEASHSOCIAL
TODAY WE’RE GOING TO COVER…
▸ Social Media in 2017
▸ Ratings & Reviews Sites
▸ Hug Your Haters

8. #UNLEASHSOCIAL @LAURENTEE
#UNLEASHSOCIAL
TWEET BEHIND MY BACK, JUST DON’T FORGET TO TAG

9. WHAT IS SOCIAL MEDIA, IN 2017

10. #UNLEASHSOCIAL @LAURENTEE
CHANNEL

11. #UNLEASHSOCIAL @LAURENTEE
CHANNEL
STORY

12. #UNLEASHSOCIAL @LAURENTEE

13. #UNLEASHSOCIAL @LAURENTEE
2010 2013 2016

14. #UNLEASHSOCIAL @LAURENTEE
TEXT IS FOR SEARCH ENGINES,
VIDEO IS FOR HUMANS

15. #UNLEASHSOCIAL @LAURENTEE
ELEMENTS OF GOOD STORIES…
1) Vertical Video & Photos
2) Chronological Narration
3) Visual Overlays

16. ONE HOUR A DAY
FOR SOCIAL MEDIA MANAGEMENT

17. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
Monitor
15 mins
Create
20 mins
Post
10 mins
Respond
15 mins

18. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
MONITOR: 15 MINUTES A DAY
Monitor
Create
Post
Respond
‣ Set up Inbound Queues to easily
see incoming messages.
‣ Create Google Alerts for your
business.
‣ Try to get to everywhere people
are talking about your business.

19. #UNLEASHSOCIAL @LAURENTEE
MONITOR: TOOLS TO USE
▸ Hootsuite
▸ Sprout Social
▸ TweetDeck (Twitter)
▸ PinAlerts (Pinterest)
▸ Mention MENTION.COM
ONE HOUR A DAY IN SOCIAL MEDIA

20. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
RESPOND: 15 MINUTES A DAY
Monitor
Create
Post
Respond
‣ Acknowledge every post
‣ Speak like a person
‣ Be proactive

21. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
CREATE: 20 MINUTES A DAY
Monitor
Create
Post
Respond
‣ Build a calendar to guide
content based on themes,
events, key messages.
‣ Work in user-generated
content alongside your own.
‣ Plan and work ahead to make
graphics, videos, links and
copy as needed.
‣ Make time for Paid campaigns

22. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
CREATE: TOOLS I LOVE
‣ Canva (images)
‣ Unsplash (photos)
‣ Over (app)
‣ Wave (video)
‣ Animatron (animation)

23. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
POST: 10 MINUTES A DAY
Monitor
Create
Post
Respond
‣ Refer to Editorial calendar
or Events schedule
‣ Produce each post for
each individual channel
‣ Use suggested or
automated scheduling to
optimize publishing times

24. #UNLEASHSOCIAL @LAURENTEE
ONE HOUR A DAY IN SOCIAL MEDIA
POST: TOOLS I LOVE
‣ Buffer
‣ Hootsuite
‣ Sprout Social
‣ CoSchedule
‣ Native apps

25. #UNLEASHSOCIAL @LAURENTEE
KEYS TO MANAGING SOCIAL MEDIA
1) Make it a Habit
2) Respect the Channels
3) Don’t Take it Personally

26. REPUTATION BATTLEGROUND
RATINGS SITES ARE THE NEW

27. #UNLEASHSOCIAL @LAURENTEE
90% OF CONSUMERS SAY THEIR
BUYING DECISIONS ARE
INFLUENCED BY ONLINE REVIEWS
Source: Dimension Research

28. #UNLEASHSOCIAL @LAURENTEE
68% OF CONSUMERS FORM AN
OPINION BY READING ONE TO
SIX REVIEWS
Source: BrightLocal Local Customer Review Survey 2016

29. #UNLEASHSOCIAL @LAURENTEE
84%OF AMERICAN CONSUMERS SAY THEY
TRUST ONLINE REVIEWS AS MUCH AS
PERSONAL RECOMMENDATIONS
Source: BrightLocal Local Customer Review Survey 2016

30. #UNLEASHSOCIAL @LAURENTEE
DANIEL LEMIN

31. SEARCH FINDINGS
GOOGLE
ANALYTICS
FINDINGS
CUSTOMER
ANALYSIS
MY TOP
PRIORITY
RATING &
REVIEW SITES
DETERMINE(YOUR(TOP(PRIORITY(SITES(
If#you’re#comple.ng#the#
Top#Sites#exercise#in#
Chapter(7,#this#larger#
version#of#the#chart#will#
help#you#document#the#
sites.#You#can#keep#this#in#
a#convenient#spot#near#
your#computer#and#refer#
to#it#regularly.#
#
WWW.MANIPURATED.COM
© 2015 Daniel Lemin

32. #UNLEASHSOCIAL @LAURENTEE
RATING AND REVIEW TRACKING TOOLS
NAME STARTS AT R/R SITES SOCIAL
Reputation Ranger $29/month X
ReviewInc $39/month X
Review Push $39/month X X
Sendible $49/month X X
Mention $99/month X X
Rankur Free to 50K results X X
Social Mention Free X

33. #UNLEASHSOCIAL @LAURENTEE
PRACTICE GOOD DIGITAL HYGIENE EVERY DAY
Monitor
15 mins
Create
20 mins
Post
10 mins
Respond
15 mins
CHECK REVIEW SITES
READ NEW REVIEWS
DRAFT AND POST
RESPONSES
CROSS PROMOTE
GOOD REVIEWS

34. #UNLEASHSOCIAL @LAURENTEE
THE IDEAL REVIEW…

35. #UNLEASHSOCIAL @LAURENTEE
2/3
OF CUSTOMERS TRUST REVIEWS
MORE WHEN NEGATIVE ARE
PRESENT ALONGSIDE POSITIVE
REVIEWS
Source: NYU Stern School of Business

36. #UNLEASHSOCIAL @LAURENTEE
TIPS FROM YELP’S DIRECTOR OF LOCAL BUSINESS OUTREACH
GENERATING NEW REVIEWS FROM GUESTS
▸ Provide good customer
service
▸ Practice consistent and
diplomatic responses to
customer reviews
▸ Leave a trail of breadcrumbs

37. #UNLEASHSOCIAL @LAURENTEE
ASK FOR REVIEWS
THE RIGHT WAY TO

38. 1.1 MILLION MESSAGES
IN SOCIAL MEDIA, STARWOOD HOTELS RECEIVED

39. #UNLEASHSOCIAL @LAURENTEE
HUG YOUR HATERS

40. #UNLEASHSOCIAL @LAURENTEE

41. @LAURENTEE
TOP 3 INDUSTRY CULPRITS
FOR EMPLOYEE PROBLEMS
Restaurant / Food
Multi-brand Retailers
Airline / Travel / Hotel

42. #UNLEASHSOCIAL @LAURENTEE
1/3OF COMPLAINTS ARE NEVER RESOLVED

43. IGNORING THEM IS
HATERS ARE NOT YOUR PROBLEM

44. #UNLEASHSOCIAL @LAURENTEE
EVERY
COMPLAINT
CHANNEL
TIME

45. #UNLEASHSOCIAL @LAURENTEE
RATINGS & REVIEWS
KEYS TO DEALING WITH REVIEWS
▸ STOP YOUR FIRST
INSTINCT
▸ DROP THE ATTITUDE
▸ ROLL WITH THE
PUNCHES

46. #UNLEASHSOCIAL @LAURENTEE
RATINGS & REVIEWS
WHEN COMPOSING YOUR RESPONSE, CONSIDER THESE TIPS:
▸ Acknowledge their feelings
▸ Be proactive
▸ Appreciate the opportunity for feedback
▸ Highlight the good
▸ Ask for referrals
▸ Take away the constructive feedback

47. $500 BILLION
IS INVESTED GLOBALLY EACH YEAR FOR MARKETING

48. #UNLEASHSOCIAL @LAURENTEE
“CUSTOMER SERVICE IS THE
NEW MARKETING”
Jay Baer
TWEET THIS…

49. #UNLEASHSOCIAL @LAURENTEE
62% OF FIRST COMPLAINTS WERE
MADE VIA TELEPHONE OR EMAIL

50. #UNLEASHSOCIAL @LAURENTEE
“The difference with Facebook Live is
that the front-line employee dealing with
a customer will be the one seen around
the world. I say that’s a good thing. It will
force employees and companies to treat
customers decently. It will force
companies to train employees to do so—
for it will no longer be possible for the
person whose job description is to be
nice to show up on the scene and
smooth things over.”
Jeff Jarvis

51. @LAURENTEE
???QUESTIONS

52. MEASURING SUCCESS

53. #UNLEASHSOCIAL @LAURENTEE
YOUR MEASUREMENT PLAN SHOULD INCLUDE:
‣ Key performance indicators
‣ Primary
‣ Secondary
‣ Benchmarks for success
‣ Frequency of data collection and reporting
‣ Assignment of responsibility for each step

54. #UNLEASHSOCIAL @LAURENTEE
DIFFERENTIATE BETWEEN KPIS
Primary KPI’s
Mandatory
‣ Less is MORE
‣ Clear, numerical goals
‣ Establish how data is
captured and analyzed
Optional
‣ Nice to have
‣ Satisfies vanity metrics
‣ Do not have numerical
goals established
Secondary KPI’s

55. #UNLEASHSOCIAL @LAURENTEE
CATEGORIES OF SOCIAL METRICS
ACTIVITY REACH
ENGAGEMENT CONVERSION

56. USEFUL KPIS
MEASURING SOCIAL MARKETING SUCCESS

57. #UNLEASHSOCIAL @LAURENTEE
“JUST BECAUSE YOU CAN MEASURE
EVERYTHING, DOESN’T MEAN YOU
SHOULD”
- W. Edwards Deming

58. ACTIVITY METRICS
GIVING YOUR TEAM CREDIT THEY DESERVE

59. POST RATE
N. NUMBER OF SOCIAL MEDIA POSTS PER
TIME PERIOD
@LAURENTEE

60. POST TYPE
N. TYPES OF MEDIA POSTED INTO SOCIAL
CHANNELS, SEE ALSO: LINK; IMAGE; VIDEO
@LAURENTEE

61. POST TOPIC / CAMPAIGN
N. CONTENT CATEGORIZED BY BUSINESS
UNIT OR THEME
@LAURENTEE

62. INBOUND VOLUME
N. TOTAL NUMBER OF INCOMING
MESSAGES TO A BRAND FROM CUSTOMERS
@LAURENTEE

63. FIRST RESPONSE TIME
N. AVERAGE TIME ELAPSED BETWEEN INITIAL
CUSTOMER MESSAGE AND INITIAL AGENT
REPLY
@LAURENTEE

64. AVERAGE RESPONSE TIME
N. AVERAGE TIME IT TAKES TO RESPOND TO ALL
COMMENTS OR MENTIONS BY AN AGENT
@LAURENTEE

65. RESOLUTIONS
N. NUMBER OF CUSTOMER ISSUES RESOLVED IN A TIME
PERIOD THROUGH SOCIAL CUSTOMER EXPERIENCE.
@LAURENTEE

66. VOLUME BY REASON CATEGORY
N. TOTAL NUMBER OF MESSAGES GROUPED
TOGETHER IN A SELECTED CATEGORY.
@LAURENTEE

67. #UNLEASHSOCIAL @LAURENTEE
GIVING YOUR SOCIAL TEAM THE CREDIT THEY DESERVE
KPIS: ACTIVITY METRICS
▸ Post Rate
▸ Post Type
▸ Post Topic or Campaign
▸ Inbound Volume
▸ First Response Time
▸ Average Response Time
▸ Resolutions
▸ Volume by Reason Category

68. REACH METRICS
WHO ACTUALLY SEES YOUR BRAND’S CONTENT,
AND WHO POSSIBLY COULD.

69. FOLLOWERS
N. UNIQUE USERS WHO HAVE SELECTED TO
FOLLOW AN ACCOUNT FOR UPDATES.
@LAURENTEE

70. AUDIENCE GROWTH RATE
N. RATE AT WHICH A SOCIAL ACCOUNT GAINS OR
LOSES AUDIENCE MEMBERS IN A TIME PERIOD.
(NEW AUDIENCE MEMBERS) / (TOTAL AUDIENCE MEMBERS)
@LAURENTEE

71. REACH
N. NUMBER OF PEOPLE THAT SEE A PIECE
OF CONTENT OR BRANDED PAGE, WHETHER
OR NOT THEY ENGAGE WITH IT.
@LAURENTEE

72. IMPRESSIONS
N. NUMBER OF TIMES CONTENT OR PAGE IS
DISPLAYED, WHETHER OR NOT A USER
ENGAGES WITH IT, DURING A TIME PERIOD.
@LAURENTEE

73. BRAND MENTIONS
N. OVERALL NUMBER OF MENTIONS (TAGGED
OR UNTAGGED) OF YOUR BRAND OVER TIME
CAN ALSO INCLUDE BRANDED HASHTAGS OR PHRASES.
@LAURENTEE

74. VIEW DURATION
N. AMOUNT OF TIME VIEWERS SPENT
WATCHING A VIDEO IN A POST.
USUALLY ACCOMPANIED BY A RETENTION GRAPH
THAT MAPS DROP-OFF.
@LAURENTEE

75. VIDEO COMPLETION RATE
N. RATE OF VIEWERS WHO WATCHED A
VIDEO POST THROUGH TO THE END OF THE
VIDEO (OR TO 95% OF VIDEO).
@LAURENTEE

76. AUDIBILITY (VIDEO)
N. HOW OFTEN A VIDEO IS PLAYED THE
WITH SOUND ON
@LAURENTEE

77. #UNLEASHSOCIAL @LAURENTEE
“WE DON’T WANT ONE MILLION NEW
FANS, WE WANT ONE THOUSAND
NEW CUSTOMERS.”
—@PaddyPower

78. #UNLEASHSOCIAL @LAURENTEE
WHO ACTUALLY SEE YOUR BRAND’S CONTENT, AND WHO POSSIBLY COULD
KPIS: REACH METRICS
SOCIAL
▸ Followers
▸ Audience Growth Rate
▸ Reach
▸ Impressions
▸ Brand Mentions
VIDEO
▸ Average View Duration
▸ Video Completion
▸ Audibility

79. ENGAGEMENT METRICS
THE STORY OF HOW YOUR AUDIENCE INTERACTS
WITH YOUR BRAND IN SOCIAL MEDIA.

80. APPLAUSE
N. SOCIAL ACTIONS THAT INDICATE APPROVAL
TOWARDS A PIECE OF CONTENT. SEE ALSO: LIKES;
FAVORITES; HEARTS; +1S, THUMBS-UP
@LAURENTEE

81. AMPLIFICATION
N. SOCIAL ACTION OF SHARING CONTENT ACROSS SOCIAL
MEDIA. A WAY TO DETERMINE POPULARITY OR VIRALITY.
SEE ALSO: SHARES, RETWEETS, REPINS; REGRAMS; REPOSTS
@LAURENTEE

82. CONVERSATION
N. SOCIAL CHATTER AROUND A PIECE OF CONTENT.
SEE ALSO: COMMENTS; REPLIES
@LAURENTEE

83. ECONOMIC VALUE
N. THE SOCIAL ACTION THAT MOST CLOSELY ALIGNS WITH YOUR
CAMPAIGN GOAL AND IMPACTS YOUR BUSINESS’ BOTTOM LINE.
SEE ALSO: CLICKS; VIEWS; LEAD GEN; DOWNLOADS; REVENUE;
@LAURENTEE

84. ENGAGEMENT RATE
N. PERCENTAGE OF YOUR TOTAL AUDIENCE THAT HAS
ENGAGED WITH CONTENT IN ANY WAY ON A SOCIAL
CHANNEL IN A TIME PERIOD.
(ENGAGEMENTS) / (TOTAL AUDIENCE)
@LAURENTEE

85. ENGAGEMENT PER POST
N. TOTAL ENGAGEMENT (IN ANY WAY) ON A SOCIAL CHANNEL
DIVIDED BY THE NUMBER OF POSTS PUBLISHED IN A TIME PERIOD.
(TOTAL ENGAGEMENTS) / (TOTAL POSTS)
@LAURENTEE

86. #UNLEASHSOCIAL @LAURENTEE
WHO ACTUALLY SEES YOUR BRAND’S CONTENT, AND WHO POSSIBLY COULD
KPIS: ENGAGEMENT METRICS
‣ Applause
‣ indicate approval: likes, favorites, hearts
‣ Amplification
‣ sharing action: shares, retweets, reposts
‣ Conversation
‣ social chatter: comments, replies
‣ Economic Value
‣ aligns with business goals: clicks, leads, views

87. CONVERSION METRICS
ANSWERING THE QUESTION:
WHAT IS THE ROI OF SOCIAL MEDIA?

88. #UNLEASHSOCIAL @LAURENTEE
ANSWERING THE QUESTION, WHAT IS THE ROI OF SOCIAL MEDIA?
KPIS: CONVERSION METRICS
▸ Conversions
▸ Traffic or Social Referrals
▸ Click-Through Rate
▸ Average Revenue per Customer

89. CONVERSIONS
N. ULTIMATE GOAL ACTION COMPLETED BY
A USER VIA SOCIAL CONTENT OR WEBSITE.
@LAURENTEE

90. TRAFFIC / SOCIAL VISITS
N. NUMBER OF VISITS AND/OR UNIQUE
VISITORS DRIVEN TO YOUR WEBSITE FROM
SOCIAL MEDIA SITES.
@LAURENTEE

91. CLICK-THROUGH RATE
N. RATE AT WHICH USERS CLICK ON A LINK WITHIN
A POST ON SOCIAL CONTENT OR BRAND PAGE.
(NUMBER OF CLICKS) / (IMPRESSIONS OF POST)
@LAURENTEE

92. AVERAGE REVENUE PER CUSTOMER
(ARV)
N. HOW MUCH THE CUSTOMER SPENDS
WITH A BRAND IN A CERTAIN TIME PERIOD.
(REVENUE) / (CUSTOMER COUNT)
@LAURENTEE

93. COST PER ENGAGEMENT (CPE)
N. METHOD OF EVALUATING PAID SOCIAL
CAMPAIGNS BY QUANTIFYING COST PER
SOCIAL ACTION.
RATHER PER IMPRESSION (CPM) OR CLICK (CPC).
@LAURENTEE

94. COST PER CONVERSION
N. METHOD OF EVALUATING PAID SOCIAL
CAMPAIGNS BY QUANTIFYING COST PER
CONVERSION.
(TOTAL CONVERSIONS) / (AMOUNT SPENT)
@LAURENTEE

95. #UNLEASHSOCIAL @LAURENTEE
“THE GOAL IS NOT TO BE GOOD AT
SOCIAL MEDIA, BUT TO BE GOOD AT
BUSINESS BECAUSE OF SOCIAL MEDIA.”
—Jay Baer

96. #UNLEASHSOCIAL @LAURENTEE
JAY BAER
CONVINCEANDCONVERT.COM

97. THANK YOU!
LAUREN@TEAGUEFC.COM
@LAURENTEE ON TWITTER