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Reality Check: The "Cost" of Social Media

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What does it really “cost” to have an effective social media program? Where do you allocate resources appropriately for your business size? Walk away with what social media investments are the “need to have” vs. “nice to have”.

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Reality Check: The "Cost" of Social Media

  1. 1. Reality Check! The “cost” of social media Slides: slideshare.com/wahinemedia
  2. 2. How do I get my post to go viral? Social media is free, right? What should I post? How much do Facebook ads cost? How long does it take to get a lot of fans?What’s the best time of day to post? How often should I check my profiles? Is Twitter worth it?What’s a hashtag?
  3. 3. How do I get my post to go viral? What should I post? How much do Facebook ads cost? How long does it take to get a lot of fans?What’s the best time of day to post? How often should I check my profiles? Social media is free, right? Is Twitter worth it?What’s a hashtag?
  4. 4. Social media is not “free” It takes real investments and resources to succeed Most of all, it takes an investment in TIME. Social success doesn’t happen overnight
  5. 5. Where should I allocate my social media budget?
  6. 6. Budget Allocation Content development 25% - 40% Labor and time 50% - 70% Social ads 10% - 15% 3rd party tools 5% - 10%
  7. 7. Budget $2,000 per month Content development $500 Labor and time $1,100 Social ads $300 3rd party tools $100
  8. 8. Marketing & sales: brand messages, promos, website traffic, lead generation Public Relations: crisis management, achievements Operations: employees, processes Customer service: maintain relationships, offer help Product: quality control, feedback Human resources: recruitment Social is not only a “marketing” investment
  9. 9. Taking real-time photos or videos (not a substitute for a professional) Authoring captions to pair with content (requires oversight and approval) Light engagement on profiles (no customer service) Pulling reports Entry level tasks
  10. 10. What should I look for when hiring for help with social?
  11. 11. Creative writer: ability to author unique and captivating copy and captions Creative designer: experience in photography, videography, graphics, multimedia Analytical: ability to understand and measure ROI Advertising: experience with social ads, keep up with trends
  12. 12. For small organizations, anticipate a part time to full time salary investment Or, you can outsource!
  13. 13. How do I know if my investment is worth it? Join me for tomorrow’s workshop
  14. 14. What do I “need to have” to succeed on social?
  15. 15. Map out a plan of attack, even if you don’t know if it will work! Find inspiration in others Be clear about your brand’s look/feel and voice Expect most efforts on social media to be trial and error! Spend time asking why, finding what works, what doesn’t work #1: You need a plan
  16. 16. Only the best content (and product) will win the game for customer’s attention Don’t only think images, think video, multimedia, live broadcasting, and ephemeral content Social media content doesn’t have to be perfect, it only has to evoke emotion #2: You need remarkable content
  17. 17. Low production, high value
  18. 18. High production, down to earth
  19. 19. Relationship building is the only “free” part of social Plan to be there every day for your community Respond with emotion and empathy, nurture relationships as if they are face to face with you Have a plan for when “things go wrong” #3: You need to invest in relationships
  20. 20. Pre-plan content ahead of time. 1-2 months Invest in 3rd party management tools, they will save you time! (Hootsuite, Sprout Social, Shortstack, falcon.io, Iconosquare, Tweet Deck) Check your analytics regularly. Let the numbers answer questions HOT NEW FIND! Google Data Studio #4: You need to get organized
  21. 21. Wahine Media wahinemedia.com Facebook/ Instagram / Twitter @wahinemedia Gwen Woltz Twitter/Instagram: @gjwahine Download this slideshow: http://slideshare.net/wahinemedia Keep in touch!

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