Is Any of This Social Media Stuff Working?

Is Any of This Social Media Stuff Working? Photo credit: http://www.flickr.com/photos/jm3/194885496/ Social Media ROI (Return on Investment) Amanda O’Brien – Hall Web Services

Who is this lady? Amanda O’Brien VP of Marketing at Hall Web Services [email_address] @amanda_pants www.hallme.com www.hallme.com/blog/ @hall_web ,[object Object],[object Object],[object Object],[object Object]

BIG brands are making money with social media Photo credit: http://www.flickr.com/photos/tambako/3593686294

Photo credit: http://www.flickr.com/photos/aarongoodman/4427058951/ This isn’t working!!

Lets take a look… What were you trying to achieve? How were you measuring your progress? Where is your plan? What were your short term objectives? Long term? Timeline? Oh. Most companies don’t even look to start measuring until they have ‘failed’ Too many are measuring the wrong things – non-financial data, social media metrics Photo credit: http://www.flickr.com/photos/jonathanbeard/3196536843/

ROI is Easy ( + ) x Return on Investment Ratio of value received to the actual cost over a base period of time Resources x Rate Return = ROI Time spent (track it) Talent & Technology Rate Money in the bank

[object Object],ROI is Money and Effort Buzz is not money Word of mouth is not money Engagement is not money Mentions on Twitter is not money Facebook Friends are not money YouTube Video views are not money Popularity is not money Photo credit: http://www.flickr.com/photos/cambodia4kidsorg/3085209738/

The problem is businesses are using a tools based strategy The tools are the thing to help you reach your goals – the tools are not the thing

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You Need a Plan

What could happen?!? Photo credit: http://www.flickr.com/photos/eecue/108265856/sizes/m/in/photostream/ http://www.flickr.com/photos/sgw/2892058635/sizes/m/in/photostream/

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What are you using social media for? Photo credit: http://www.flickr.com/photos/karola/3623768629/sizes/m/in/photostream/

[object Object],[object Object],[object Object],Social Media is More About Relationships Than Sales Photo credit: http://www.flickr.com/photos/golf_pictures/1533308782/

How do you draw the line from Social Media to Sales? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/wlodi/3085157011/

Social Media is Maturing So are the metrics Photo credit: http://www.flickr.com/photos/wickenden/2585732894/

[object Object],[object Object],[object Object],Putting People in Buckets Target market – web visitors – leads – customers The best marketing doesn’t feel like marketing Build it and they will come doesn’t work

Determine Short Term Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/opopododo/2570501919

Determine Long Term Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Determine Key Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Determine a Timeline A working agenda to keep you on track Photo credit: http://www.flickr.com/photos/robbie73/4244846566

[object Object],New Touchpoints in the Sales Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tools for Measuring Social Media Success Photo credit: http://www.flickr.com/photos/caitra_/4995924286/

Just because you can measure it doesn’t mean you should Photo credit: http://www.flickr.com/photos/ansik/304526237/

Google Analytics ,[object Object],[object Object],[object Object],[object Object]

Landing Pages ,[object Object],[object Object],[object Object],[object Object],Photo credit and examples at: http://www.marketingsherpa.com/lp/study.html

Photo and examples: http://unbounce.com/landing-page-examples/built-using-unbounce/7-new-landing-pages-for-your-inspiration/

Better to do one or two than fail at 20 Timely, targeted messages Relationships Sales funnel pieces, not sales pieces Must be integrated, not stand alone Icons Promotional Codes Landing pages Integration is Key

Lets Try: Handbags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/bbaunach/1055568917/

Lets Measure: Handbags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/bbaunach/1055568917/

Lets Try: Software Solution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/deanj/2398424227/

Lets Measure: Software Solution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/deanj/2398424227/

Lets Try: An Event ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lets Measure: An Event ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Need more? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Is Any of This Social Media Stuff Working?

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