This Relationship and Information Series for Entrepreneurs session reviews common objectives, strategies and tactics for social media marketing. Learn how to effectively utilize social media channels to enhance your marketing and meet business goals.
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RISE Austin: Social Media Measurement
1. Welcome to
RISE WEEK 2012
Social Media Measurement
Achieving Business Successes Through Social Strategy
Hosted by: Kristen Sussman
President & Founder, Social Distillery
@KrisSuss
#RISEAustin12
2. Agenda
• What’s New in Social Media
• Social strategy
• 7 business objectives of Social
• Measurement & Ongoing Analysis
• Tools to help you get there
3. What’s new in Social Media
Facebook Timeline for Brands
5. Interesting Fact
Facebook Timeline
“When they were first developing Timeline
at Facebook, they wanted pages, to be
more like a book and to tell a story. Early
designs featured pages like a book”
8. Social Media & The
Entrepreneur
How ‘influencers’ on social media are being rewarded
“(With) easy to use publishing tools like
blogging, Facebook & Twitter, everybody
can publish, everybody can influence”
– Mark Schaefer, named one of top 50 SM
influencers by Forbes
11. 7 business objectives of
Social
• Brand Awareness
• Inbound Marketing
• Community Building
• Sales
• Reputation/Crisis Management
• Customer Service
• Market Research
13. Strategy: Content Marketing
Sharing industry knowledge to build influence
Build influence
Build community
Increase brand reach
Drive traffic
Proactively activate engagement
14. Strategy: Corporate
Communications
Activate social presence in order to maximize reach
Additional voice
Brand positioning
Increase brand reach
Drive traffic
Increase visibility
Proactively, activate engagement
15. Key Performance Indicators
#1 Engagement:
Click, share, retweet,
mention, comment, like
#2 Reach: Number
of impressions &
potential reach of
your message
#3 Activity:
Number of pieces of
content published
16. Measurement
Tools & technologies to aid in ongoing analysis
Paid:
• Spredfast SMMS
Free:
• Google Analytics:
Referral traffic
• Hootsuite: clicks
• Crowdbooster
17. SocialAbout us
Strategy
Social Distillery
Social Media Marketing
Agency
Founded April 2011
Texas AdGrads
HQ in Austin, TX
5 employees
18. RISE Specialty Membership Groups
In addition to our global online memberships, RISE supports specialty membership
groups by coordinating meetings and speaker events, creating opportunities for
members to connect and share ideas throughout the year. These help entrepreneurs
capitalize on opportunities and combat those common feelings of isolation that
accompany life at the top!
The four RISE Specialty Groups that are currently active in Austin include:
RISE: Women
RISE: Social Entrepreneurs
RISE: L/G Entrepreneurs
RISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Interim Executive
Director Claire England at claire@riseglobal.org.
19. COMMUNITY SUPPORT
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Please support your local entrepreneurs and help us to keep this conference free.
RISE Global is a non-profit organization, and your contributions help us continue
delivering the value of a high-dollar conference with an unbeatable price tag.
Please donate at www.riseglobal.org/donate
Be sure to check out our other sessions and special events
during RISE Week 2012 at www.riseglobal.org/austin!
The mission of RISE is to inspire and empower entrepreneurs at all stages.
Notas del editor
On Feb 29th Facebook announced Timeline updates for brandsAutomatic updates are scheduled to roll out todayThings to avoid: Calls to action (“Like Us”), Price or purchase information (“20% off today only”),Contact information (phone/email/website information) Images on Facebook applications: Moved from the left navigation sidebar to the rightNow appear as large thumbnails as opposed to text linksThere are four tiles that live above the “fold”“Photos” permanently occupy the first tile while the three remaining are editable Like gates are still permitted but are no longer the first thing that a new visitor sees when coming to your pageStarring to highlight; Brand can & should go back through posts on their timeline and hide irrelevant past posts, while starring to highlight their best posts, photos or other content that still relevant
Pinning a post allows you to feature a post in the top left of your timeline feed for up to 7 daysThis allows you to control what people see when they first visit your TimelinePinning can be used to direct users to an application, to display a promotion or to draw attention to an important status update*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a bookMessages – Timeline has created a new channel for customers to communicate with brandsNow people can contact brands directly by privately sending a message to your PageNote, Pages cannot proactively message Facebook users, they can only respond to usersMessages can be especially helpful in customer service scenariosSo you’ll need to consistently monitor and respond through this new channel
Pinning a post allows you to feature a post in the top left of your timeline feed for up to 7 daysThis allows you to control what people see when they first visit your TimelinePinning can be used to direct users to an application, to display a promotion or to draw attention to an important status update*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a bookMessages – Timeline has created a new channel for customers to communicate with brandsNow people can contact brands directly by privately sending a message to your PageNote, Pages cannot proactively message Facebook users, they can only respond to usersMessages can be especially helpful in customer service scenariosSo you’ll need to consistently monitor and respond through this new channel
Milestones – Brands can go back in their Timeline to publish special Milestones and events relevant to their history. These events can mark interesting moments in time such as product launches or company accomplishments. They appear full-width on your Page with a special flag icon on top and are a great way to help visitors learn more about your brand. Recent Posts by others – In the top right of your Page’s Timeline’s feed,The content in this section will vary since Facebook’s algorithms will automatically choose to feature posts that are most engaging. You have little control over what gets featured in this section, however just like with highlighted Timeline stories, you can choose to hide or delete those posts if necessary. About – Beneath the Cover Photo of your Timeline, you’ll see a standard profile picture, your company name, your total Pages Likes, and the number of “people talking about this”. Your can leverage the About section beneath these stats to describe your brand, your industry, or include contact information. Visitors can expand the About link to learn other basic information about your brand. Prior to publishing your Timeline, you’ll want to make sure you have a short but impactful About statement for your brand – consider including response times here
Engagement up 40% on Global health & beauty product’s Facebook pageFacebook Timeline provides 46% increase in brand page engagement according to a Mashable study
As an entrepreneur, you’re an expert - Take advantage of doing what you do best and sharing your knowledge to build Thought Leadershiphttp://www.cbsnews.com/8301-511_162-57404546/how-influencers-on-social-media-are-rewarded/
A real life example, practice what you preach Later when I was reviewing the Mashable article I saw come engagement between people questioning the accuracy of the data foundSo, I added my opinion with a comment:“We crunched the numbers and saw consistent data with a 40% increase in engagement”With no change in posting cadence, strategy or topic, the increased engagement is attributed wholly to the new visual story-like display of content*Interesting fact: When they were developing the Timeline, they wanted pages to be more like a book, to tell a story and the very first early designs featured pages like a book
First step is identifying your objective
Entrepreneurs need brand awareness around their new product or business
Emphasis on “Proactive engagement”Every vote counts exampleActivate social presence in order to maximize reach
Emphasis on “Proactive engagement”Every vote counts exampleMention the differences between personal voice & brand voice, sometimes personal can be more impactingActivate social presence in order to maximize reach
Publish a press releaseWrite a blogFeature the content on FacebookSocial promotion through Pinterest & TwitterGoogle free social media tools