Module 4: Measurement, Hyper-Local Marketing, and Campaigns This module is where we put it all together. Its focus is on what to measure, how to measure and the core steps to launching and becoming a dominant local presence on the social web. Measurement: • What soft-steps and engagement points lead to ROI • Tools (free or nearly free) to you use to measure your success • 10 social media monitoring tools to find, monitor and engage clients and prospects Hyper-Local Marketing: • How to use tools like FourSquare, Meetup.com, and Twitter local search • Tips on identifying local centers of influence and getting them to promote your brand • Community building steps to build a strong local market online and offline • Promoting events using social media Campaigns (Launching): • 7 steps to a successful launch • Building a social media policy • Building a social media calendar • Developing a social media plan • Coordinating and organizing your social media efforts

1. Social Media Boot Camp Series
Module 4
Measurement, Hyper-Local
Marketing, and Campaigns
With Shane Gibson @shanegibson
@ShaneGibson Socialized.me

2. Types of ROI
6.Differentiation
1. Reputation
2. Risk Reduction
7.Brand Association
3. Client Retention
8.PR & Exposure
4. Efficiency 9.Immediate Revenue
5. Business Intelligence 10.Long-Term Revenue
@ShaneGibson Socialized.me

3. ROI Continued
16.Staff Capacity
Building
11. Supplier Capacity
Building 17.Network Growth
12. Perception Shifting
18.Opportunity
Creation
13. More & Better Recruits
14. Innovation 19.Job Satisfaction
15. Client Education 20.Trust Building
@ShaneGibson Socialized.me

4. Measurement
• Google Analytics
• Hootsuite
• Klout
• Tweetreach
• Viralheat
@ShaneGibson Socialized.me

5. Hootsuite Analytics
@ShaneGibson Socialized.me

6. @ShaneGibson Socialized.me

7. @ShaneGibson Socialized.me

8. Viral Heat
@ShaneGibson Socialized.me

9. @ShaneGibson Socialized.me

10. @ShaneGibson Socialized.me

11. It’s about
listening!
@ShaneGibson Socialized.me

12. Business Intelligence
• Search.Twitter.com
• Google Alerts
• LinkedIn Groups, Questions & Network
• Linkedin Signal
• Blogsearch.Google.com
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social
networks
@ShaneGibson Socialized.me

13. Blog.suggestionbox.com
@ShaneGibson Socialized.me

14. @ShaneGibson Socialized.me

15. Real-Time Feedback
@ShaneGibson Socialized.me

16. @ShaneGibson Socialized.me

17. Score Keeping?
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18. Stakeholder Spotting
@ShaneGibson Socialized.me

19. @ShaneGibson Socialized.me

20. Tweets tell the future
• Computer scientists studied 3 million tweets
• 25 movies (including Avatar)
• Tweet frequency could be used to accurately
predict the box office takings
• Content of the messages predict ongoing success.
• "Our predictions were incredibly close," Bernardo
Huberman, head of the social computing lab at HP
@ShaneGibson Socialized.me

21. Can we just not do it?
@ShaneGibson Socialized.me

22. @ShaneGibson Socialized.me

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30. Get in the game
@ShaneGibson Socialized.me

31. Campaigns/Events
@ShaneGibson Socialized.me

32. @ShaneGibson Socialized.me

33. “After accruing the initial 120 participants and an
additional 144 engaged influencers, the word of mouth
power kicked in, as those individuals, proud to have
“earned” such special treatment, generated more than
4,600 tweets about the new route. This, in turn, led to
more than 7.4 million impressions and coverage in
top blogs and news outlets like the L.A. Times and
CNN Money. And all it took was making those
original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin
@ShaneGibson Socialized.me

34. Insurance Guerrillas
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35. Free & Honest Tea
@ShaneGibson Socialized.me

36. Results
@ShaneGibson Socialized.me

37. Press
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38. Earned Media
@ShaneGibson Socialized.me

39. Increase in Sales
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40. Wall Street VS. LA
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41. Free Wifi as Weapon
@ShaneGibson Socialized.me

42. @ShaneGibson Socialized.me

43. #BnNArmy with @WizardWorld
@ShaneGibson Socialized.me

44. @ShaneGibson Socialized.me

45. Scott Heiferman
@ShaneGibson Socialized.me

46. @cforbesoklahoma
@ShaneGibson Socialized.me

47. @cforbesoklahoma
@ShaneGibson Socialized.me

48. @ShaneGibson Socialized.me

49. Finding Influencers
• Local Niche Bloggers
• Journalists
• Meetup.com Organizers
• Back-links to local competitor or topic
specific sites
• Use Twellow and Klout
@ShaneGibson Socialized.me

50. @ShaneGibson Socialized.me

51. Pepsi Cultural Calendars
• Demographic’s entertainment events
• Community events
• Significant milestones
• Own a #tag in your community
@ShaneGibson Socialized.me

52. Launch Plan
1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and
Community
8. Leverage through Influencers
@ShaneGibson Socialized.me

53. @ShaneGibson Socialized.me

54. @ShaneGibson Socialized.me

55. Resources
Training site:
http://socialized.me/malaysia
Social Media Podcast:
http://closingbigger.net
Socialized:
http://socialized.me
@ShaneGibson Socialized.me