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Jason Falls's slides from #yallconnect in Birmingham, Ala., June 13, 2014

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  1. 1. The All-Business, No-Hype Guide to Social Media Marketing Prove It: How to design social to deliver business outcomes Jason Falls Purveyor of Instigatory Practices Y’all Connect Birmingham, Ala. June 13, 2014
  2. 2. The All-Business, No-Hype Guide to Social Media Marketing S-U-C-C-E-S-S
  3. 3. The All-Business, No-Hype Guide to Social Media Marketing The Truth Synthmaniac on Shutterstock.com
  4. 4. The All-Business, No-Hype Guide to Social Media Marketing 7 Business Drivers of Social Media Marketing • Enhance Branding & Awareness • Protect Your Reputation • Enhance Public Relations • Build Community • Enhance Customer Service • Facilitate Research & Development • Drive Sales & Leads
  5. 5. The All-Business, No-Hype Guide to Social Media Marketing Enhance Branding & Awareness
  6. 6. The All-Business, No-Hype Guide to Social Media Marketing Measuring Branding & Awareness • Audience awareness before vs. after • Reach & resonance of messaging • Number of online conversations about brand • % +/- in customer preference • % +/- in conversational market share • % +/- in Q-Score
  7. 7. The All-Business, No-Hype Guide to Social Media Marketing Protect Your Reputation
  8. 8. The All-Business, No-Hype Guide to Social Media Marketing Measuring Reputation • Number of positive mentions of brand • Number of negative mentions of brand • Number of negative conversations mitigated • Q-Score • Search engine result rankings for top keywords • Equivalent value of search engine traffic based on rankings
  9. 9. The All-Business, No-Hype Guide to Social Media Marketing Enhance Public Relations Matt Callow on Shutterstock.com
  10. 10. The All-Business, No-Hype Guide to Social Media Marketing Measuring Public Relations • Size of stakeholder groups • Activity enacted by stakeholder groups • Successful placements within outreach group • Response time to crisis situations • Sentiment of brand before/during/after • *All the other metrics we mention
  11. 11. The All-Business, No-Hype Guide to Social Media Marketing Build Community
  12. 12. The All-Business, No-Hype Guide to Social Media Marketing Measuring Community • Size of community • Activity of community • Purchase/Trial/Conversion from community • Dollar value vs. non-community member • Referral and recommendation from community
  13. 13. The All-Business, No-Hype Guide to Social Media Marketing Enhance Customer Service iStockPhoto.com
  14. 14. The All-Business, No-Hype Guide to Social Media Marketing Measuring Customer Service • Number of issues handled • Number of customers retained/up-sold • Cost savings from diverting call center costs • Customer satisfaction ratings • +/- positive & negative online mentions
  15. 15. The All-Business, No-Hype Guide to Social Media Marketing Facilitate R&D
  16. 16. The All-Business, No-Hype Guide to Social Media Marketing Measuring R&D • Number of product ideas • Revenue from new product ideas • Number of feature ideas • Revenue increases from new feature ideas • Insights gleaned for product team • Insights gleaned for marketing team
  17. 17. The All-Business, No-Hype Guide to Social Media Marketing Drive Sales Miss Shirley’s
  18. 18. The All-Business, No-Hype Guide to Social Media Marketing Measuring Sales & Leads • Sales/Leads from blog • Sales/Leads from social network activity • Revenue from those leads • Social media customers vs. traditionally acquired • Conversion rates (social media to purchase point, and all points in between)
  19. 19. The All-Business, No-Hype Guide to Social Media Marketing The New Marketing Funnel
  20. 20. The All-Business, No-Hype Guide to Social Media Marketing Now What? Dieaugenwiede on Shutterstock.com
  21. 21. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  22. 22. The All-Business, No-Hype Guide to Social Media Marketing 7 Business Drivers of Social Media Marketing • Enhance Branding & Awareness • Protect Your Reputation • Enhance Public Relations • Build Community • Enhance Customer Service • Facilitate Research & Development • Drive Sales & Leads
  23. 23. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? sxch.hu
  24. 24. The All-Business, No-Hype Guide to Social Media Marketing What about ROI? What do I get in return?What do I get in return? Customer Satisfaction Scores Higher Search Engine Results New Product Ideas Lower Call Center Costs More Online Media Coverage More Subscribers Faster Response Times Higher Brand Recall Website Traffic Higher Retention Rate
  25. 25. The All-Business, No-Hype Guide to Social Media Marketing The Truth of Social Advertising
  26. 26. The All-Business, No-Hype Guide to Social Media Marketing The Truth of Social Advertising
  27. 27. The All-Business, No-Hype Guide to Social Media Marketing VoicePrintJewelry.com
  28. 28. The All-Business, No-Hype Guide to Social Media Marketing VoicePrintJewelry.com JFALLSFTW
  29. 29. The All-Business, No-Hype Guide to Social Media Marketing Jason Falls Damn Handsome @JasonFalls Jasonfalls.com There’s more where this came from!

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