Smart Tools for Social Media Integration & Measurement

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Overview of tools business owners can use for social media integration and results measurement. Includes tips on aligning your marketing with your company's strategic process, goals, and priorities for maximum results.

Originally presented at the Adrian College Social Media Workshop on June 1, 2012 by Marisa Smith, Owner & Founder of The Whole Brain Group in Ann Arbor, Michigan.

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Smart Tools for Social Media Integration & Measurement

  1. 1. Smart Tools for Social Media Integration & Measurement June 1, 2012 Marisa Smith, Owner & Founder
  2. 2. Marisa Smith• Owner & Founder of The Whole Brain Group• Strategic marketing consulting for growing companies• Instructor for advanced workshops• 15 years of geek-related experience
  3. 3. The Whole Brain GroupDelivers premium design & digital marketingservices to growing companies, using strongin-house technical expertise and a results-driven process.
  4. 4. What we do
  5. 5. What we do PPC & Keyword Strategy Tech SupportSocial Google Analytics Video EngagementSEO Training Integrated Blogging Mobile Apps WordPress Development Content Digital Marketing Pay-Per- Social Media Google AdWords Reporting Web DesignDesign Results Monitoring Lead Generation
  6. 6. Our Difference • Technology is in our company DNA • We love to collaborate • We are perfectionists at heart • Process makes us happy • Results make us even happier
  7. 7. Our Team Right Brain (Creative) + Left Brain (Geeky) = Whole Brain Goodness!
  8. 8. The Problem with Social Media
  9. 9. The Black Hole: Time Consuming
  10. 10. The Black Hole: Measuring Results
  11. 11. The Black Hole: No Clear Path
  12. 12. Poll: Which of these is your biggest ?? Time Consuming Measuring Results No Clear Path Something else
  13. 13. What’s the solution?
  14. 14. PROCESS
  15. 15. Solution: Process - Strategy • Define your audience • Analyze your competition • Align your company & marketing goals • Do your research • Outline a plan: content, social media, SEO, pay-per-click ads • Define metrics for success
  16. 16. Solution: Process - Strategy • Define your audience • Analyze your competition • Align your company & marketing goals • Do your research • Outline a plan: content, social media, SEO, pay-per-click ads • Define metrics for success Annually
  17. 17. Solution: Process - Execution • Develop a monthly content calendar • Keep priorities & goals in mind • Monitor, respond, engage • Follow your plan • Marketing Scorecard • Track leads, conversions, and web traffic
  18. 18. Solution: Process - Execution • Develop a monthly content calendar • Keep priorities & goals in mind • Monitor, respond, engage • Follow your plan • Marketing Scorecard • Track leads, conversions, and web traffic Monthly
  19. 19. Solution: Process - Evolution • Standard reports to track results • Review priorities & results • What’s working, what’s not working • Stay focused • Be patient • Evolve your tactics • Set new priorities each quarter
  20. 20. Solution: Process - Evolution • Standard reports to track results • Review priorities & results • What’s working, what’s not working • Stay focused • Be patient • Evolve your tactics • Set new priorities each quarter Quarterly
  21. 21. Follow a Smart Process ✓ Save time ✓ Stay on track ✓ Focus on measurable
  22. 22. Social Media Integration
  23. 23. YourWebsite
  24. 24. YourWebsite
  25. 25. Blast Fresh Content Out
  26. 26. Blast Fresh Content OutBring Fresh Prospects In
  27. 27. Tell visitors how to follow you
  28. 28. Make it easy for visitors to share content
  29. 29. Social Media Integration✓ Build your website to be a social media machine✓ It should be easy to update your content✓ Send it out over social media channels✓ Bring visitors to your site
  30. 30. Tools for Measurement
  31. 31. Measure Website Traffic & Lead Conversion • Track Traffic, Goals, Lead Conversion • Learn how visitors interact with your site • Make your marketing more effective • Refine your SEO tactics & content strategy • Measure traffic from social channels
  32. 32. Measure Social Engagement • Monitor conversation about your brand • Find like-minded people to engage with • Discover content to learn from & share • Respond & engage • Measure your social reach
  33. 33. Measure Inbound Marketing • Get Found: Help prospects find you online • Convert: Nurture your leads and drive conversions • Analyze: Measure and improve your
  34. 34. Does this REALLY work?
  35. 35. Case Study: Chelsea Wellness FoundationMarketing Goals • Create a culture of wellness • Build # of fans & followers • Encourage engagement • Establish a platform forSolution• Social media & content strategy• Targeted Facebook Ads Increased fans by 24%• Engagement
  36. 36. Case Study: Deque SystemsMarketing Goals • Build engagement with accessibility community • Increase inbound leads • Establish thought leadershipSolution• Social media & content strategy• Build engagement Website traffic doubled in
  37. 37. Case Study: Whole Brain GroupMarketing Goals • Increase inbound leads • Establish thought leadership • Increase brand awarenessSolution• Inbound marketing strategy & conversion funnel• Social media & content strategy• Blogging like maniacs 40% of our leads from social
  38. 38. Talk to me Marisa Smith, Owner & Founder msmith@thewholebraingroup.co @thewholebraingroup @wholebrainprez
  39. 39. Now What??
  40. 40. Download our Free eBook Whether your business is just getting started with internet marketing or you just want to brush up on the basics, this eBook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step-by-step! You will learn how to: ✓ Implement a keyword strategy ✓ Optimize your website & get found on search engines ✓ Create awesome shareable content ✓ & much more The Step-by-Step Internet Marketing Guide is brought to you by The Whole Brain Group & HubSpot to help your business achieve success online.  http://info.thewholebraingroup.com/free-internet-marketing-ebook-request

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