Social Media - Tips tools and techniques for measuring success
1. WHAT WILL WE
COVER TODAY?
A brief introduction and history of social media
Four fundamentals of building a strategy
How are you going to change your game?
5. SOCIAL MEDIA
Think of social media as any type of
interaction where two or more people
can share something
6. SOCIAL MEDIA
Think of social media as any type of
interaction where two or more people
can share something
Social networks, blogs, comments,
email, mobile phones...
22. FACEBOOK
Age:
58% are 25 – 54
Education:
57% have some
college or a degree
Income:
35% hits the $75k
target
google.com/adplanner Global reach:
32.5%
23. LINKED IN
Age:
71% are 25 – 54
Education:
71% have some
college or a degree
Income:
24% hits the $75k
target
google.com/adplanner Global reach:
2.6%
31. COST COMPARISON
Measurement Direct Mail Email
Development time 3-6 weeks 2 days
Cost per Unit $1.25 per piece $0.01
Response Rate 0.1% - 2% * 5% - 15% **
* This is the equivalent of taking 1,000 pieces, picking out one
and throwing the rest away
** Some email campaigns have been known to reach 34%
open rate
32. STRATEGY
initial research
LISTEN PARTICIPATE ENGAGE
34. create an ‘army of fans’
CREATE
KEEP CREATE
WAYS TO GOAL
LISTENING TOPICS
SHARE
35. FAN ACTIVITIES
Share Photos Create Fan Clubs
Create Blogs
Protect Your Brand
Write Reviews
LOYAL Create Buzz
Comment
FANS
Help Others
Invest in your brand
Tell Friends
36. FAN ACTIVITIES
Create Fan Clubs
Share Photos
Create Blogs
Protect Your Brand
Write Reviews
LOYAL Create Buzz
Comment
FANS
Help Others
Invest in your brand
Tell Friends
OVER 4M FANS
42. TRACK EMAIL CAMPAIGNS
TIP
All major email campaign tools can integrate with analytics
NOTE: You will pay for their services
Good use of social media is NOT free, just cheap.
52. TRADITIONAL MEDIA
Create landing pages for Radio, TV &
print mediums too
Use the URL builder tool to create
tracking urls for each medium
If you create a touch point with “visit
potential” then track it.
53. TRADITIONAL MEDIA
Create landing pages for Radio, TV &
print mediums too
Use the URL builder tool to create
tracking urls for each medium
If you create a touch point with “visit
potential” then track it.
57. MEASURING ROI
“I like this tracking stuff, but
how does it demonstrate
our return on investment?”
58. BACK TO THE ANALYTICS
overview
Google Analytics can give
top secret
you e-commerce sales
reports too!
secret
Products Sold
Conversion Rate
59. DIGGING DEEPER
These conversions come directly from links sent via
automated emails sent when a user completes an action on
the site.
In this period 7.14% of users place another order from a
link in their order confirmation email!
61. SEGMENTING BY MEDIUM
SOCIAL MEDIA SITES
EMAIL
ONLINE ADS
SITE AVERAGE
You can also get reports
by type of medium and
campaign.
0 2.25 4.5 6.75 9
62. SEGMENTING BY REGION
10 ARKANSAS
CALIFORNIA
NEW YORK
7.5
Analytics allows you to
segment by regions
5
Our ʻcampaignʼ shows
2.5
that people in Arkansas
purchase more
0 products than people in
CONVERSION RATE New York or California
63. Arkansas!
Team, big news!
Weʼve got data,
Yay! brainstorming
what do we do now?
64. FIND WAYS TO SHARE
SOCIAL MEDIA SITES
EMAIL
ONLINE ADS
Email conversions were
highest, surprised?
SITE AVERAGE
Create your plan around
getting to peopleʼs inbox
in the most successful
region and encouraging
sharing.
0 2.25 4.5 6.75 9
65. BRAINSTORM
special
fa cebook games deals vi
a twitter
photo sharing COLLECT
competition EMAIL
ADDRESSES
video upload
whitepap
er signu
p
SMS
cation aware
lo
p hotos
66. BACK TO THE BEGINNING
LISTEN JOIN IN ENGAGE
MEASURE
67. EMPLOYEE HOURS
Managing Ads
Creating Email Campaigns
Data Analysis
8% Content Creation
16%
Lead Nurturing
12%
Design
Web Development
12%
9% Be aware of ʻunseenʼ
costs. 71% of employee
hours for this campaign
were focused on more
21% 21% ʻtraditionalʼ tasks.
68. SALES BREAKDOWN
Number of sales
Email Conversions
Facebook Conversions
22%
Organic Search
Volume of visitors from
9% organic search show
higher sales
70%
70. NURTURE YOUR LEADS
Use every tool you can
to understand your
customer so you can
meet their needs.
Build trust, thereʼs
another company just
like you out there.
CREATE
FANS
71. FIND OUT MORE
Create discussion
topics and find talkers
and influencers.
Today people trust their
peers more than
“marketing messages”
Help your customers,
help them become
fans.
They are giving you
their money after all.
74. IT’S EVERYONE’S JOB
Adam Seligman
@adamse
2 p.m (twitter DM with phone info)
9 p.m at night apologies for missing call
9:05 p.m asks for support ticket
9:08 p.m ask for email address to escalate it
2 a.m. email from support saying everything was good
75. IT’S EVERYONE’S JOB
Adam Seligman
@adamse
9:30 p.m LinkedIn request
Senior Director, Global Web Evangelism, Microsoft
10 a.m over 10,000 legitimate emails get
delivered which were previously hitting the
spam folder
“Let me know if I can do anything to help you grow”
76. BUILD RELATIONSHIPS
Ideas: Donʼt:
Follow them on twitter Be creepy
Be a salesperson all the time
Encourage them to become Be boring
fans on Facebook
Help them out if you see
them having issues with your
products.
Be proactive
CREATE
FANS
Be interesting, engaging and
useful
80. I liked it!
Team, do you think
Quick! Check the they liked it?
#fpurise twitter
stream.
Follow us on twitter: @lisaalvey @nickgundry @fpu
Notas del editor
A brief history of social media
Bulletin boards, friendster and all these technologies revolve around communication. Nothing really changes
A brief history of social media
A brief history of social media
A brief history of social media
A brief history of social media
A brief history of social media
A brief history of social media
We use Sailthru for transactional emails - this customer is engagedAll the links in the email are trackable in Google AnalyticsWe promote our Facebook page
Lisa spoke about the fundamentals. So when you start a campaign you want to do the above. It will help you understand your audience
Introduce the idea of capturing leads. This can be traditional CRM or other toolsConvert leads, you need to convert leads to sales or to fansNurture them - make sure you take care of them, it’s harder to build a new relationship than nurture an existing one
The point of doing the previous steps is to create the army. If you treat them right, make good procucts and earn ttheir trust then you have leverage
Fans are huge in today’s age. People do NOT trust advertising, etc. Word of mouth and trusted relationships drive everything
Coca cola started by consumers, the company embraced and encouraged it to it’s stage now
Ok who has an iPhone?
Who tells all of their friends who don’t have one they should get one?
Who here has had this conversation?
Notice the word cheaper. Social media can be cheaper but don’t think it’s gonna be free.
And has anyone had this answer. Maybe not immediately, but if not there’s a time when it’s coming.
1st thing make sure you have analytics. Easy setup amazing tool - Free
We used mailchimp, most major email services have integrated google analytics into their products
We used mailchimp, most major email services have integrated google analytics into their products
Importance of tracking, it will go into analytics
Setting this up allows 3rd party tools to be tracked
tell them about their bit.ly api (we’ll post instructions after)
it will shorten your address, same as a nirmal but with added tracking
This is an example of stats
Make points that you can track traditional media if you drive them back to your site via unique urls.
You can hide the tracking code, talk to your developers
seriously don’t forget traditional media, it still has it’s place
all media can be tracked with the url’s
we can’t capture people that don’t end up on the web site
Let’s take a look at the team meeting
This is an example of stats
make sure you follow the principals. This will help you build trust and be a better company for your customers
Don’t forget that social media is not free, it takes people
data analysis - you’re going to be doing it quickly as you can re-assess daily, HOURLY
fake cmaping analysis, make sure they know it’s fake
Look at the conversion rates. Organic search will often generate more revenue, but other areas will show indicators about success rates. Look at tweaking, and refineing these areas
Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
twitter tools can help you better understand individuals
They can help you determin influencers
An example for those times when you think it’s not your job
Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
how did this all happen. I listened, when we left the event in SFO, the first thing I did was to check twitter. @adamse ahd tweeted
Use customer relationship management tools like Salesforcelog, make notes, so you contact the customer knowing them,making them know you care
if you don’t track it and you can’t prove the value in discussions about budgets
This is an example of stats
TRY THINGS DON’t be scared, we added links to promos.
Idea over lunch - 1hr for web site, 8 hrs video, 2 hrs maintenence. Students (unknown) but it didn;t cost us much
Topic shared on twitter al the way to Washington D.C by edu marketer