Tips on how to improve your social networking strategy. For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

1. Social media effectiveness
Wael Ghonim
Head of Marketing - MENA
Google Confidential and Proprietary 1

2. Social is not a channel.
It’s how we live now.
Marketing is just catching up.
”
Laura Lang
“
CEO, Digitas
Google Confidential and Proprietary 2

3. Consumers Are Talking With And About Brands
52 % 46 % 20 %
of social network have said something of tweets are free
users follow or fan good about a brand or brand advertising
companies or brands company on social sites
Google Confidential and Proprietary
Source:eMarketer 2009, Mashable 2009

4. Strategy review
Social media effectiveness
Google Confidential and Proprietary 4

5. Your comprehensive social media strategy
1. Build an audience
2. Effectively Communicate with them
The metrics will follow…
Google Confidential and Proprietary 5

6. Build an audience
1. Go where the audiences are (quantity)
 Facebook
 Youtube
 Blogger
 Twitter
2. Build relationships within your target community (quality)
• Who is influential in your issue area? Who do they talk about?
• Continuously update them with news / stories / videos about your product
• Hear their voices and address their concerns / issues
• Engage them in fun activities relevant to your brand
Google Confidential and Proprietary 6

7. Focus on quantity: Big audience pools
Blogs
YouTube
Facebook
MySpace
Twitter
Email lists
On these platforms and in social
media in general, people can
subscribe to you and thus
become your built-in audience.
Google Confidential and Proprietary 7

8. Google Confidential and Proprietary 8

9. Google Confidential and Proprietary 9

10. Google Confidential and Proprietary 10

11. Google Confidential and Proprietary 11

12. Focus on quality: Reach your community
• Do research
• Does your audience seem to congregate more heavily on one platform?
• Are there niche platforms that might appeal to your audience?
• Who are the big voices in your community, and where do they hang out?
• Reach out to influencers directly, or just start talking about them
• Stay relevant—nurture your relationships and community
Google Confidential and Proprietary 12

13. Remember: You can buy love
…via paid and earned media
• Google AdWords and other online advertising tools can help build
“subscribers”
• Big audiences are still in print and broadcast
• Drive them to your social media
Google Confidential and Proprietary 13

14. And finally: Put your audience to work
Ask your audience to help you meet your organizational goals.
• Tell their friends about your products
• Watch a video or see a photo or read a story
• RT / Embed video / Share link
• Answer a survey about a new product launch
Google Confidential and Proprietary 14

15. Do Fun Stuff!
Google Confidential and Proprietary 15

16. Learn from your metrics
Social media effectiveness
Google Confidential and Proprietary 16

17. The metrics follow…
Count your “subscribers”
• Your Facebook “fans”
• Your YouTube “subscribers”
• Your blog subscribers (FeedBurner)
• Your Twitter “followers”
Measure your influence
• Retweets, @ mentions and clicks on bit.ly links
• Facebook comments and likes
• YouTube views, ratings and video responses
Add up the results
• Dollars raised, hours volunteered, pledges made
Google Confidential and Proprietary 17

18. The metrics follow…
Google Confidential and Proprietary 18

19. Google Analytics
Look for:
Top referrers
Top searches
Top content
Top locations
Set goals!
Google Confidential and Proprietary 19

20. Top referrers
Google Confidential and Proprietary 20

21. The metrics follow… what follows the metrics?
Learn what works best and where, and adapt
Google Confidential and Proprietary 21

22. The daily intelligence briefing
• Track your basic stats every day
• See what’s hot out there
• See what’s hot (or not) in your content
• Measure your ROI against your goals
• Staffing up for social media and earned media does have a cost.
• Paid media has a cost.
• Social media may mean lower paid media costs over time.
And there may be a higher upside.
• Evaluate these trends over time
Google Confidential and Proprietary 22

23. Thank you
ghonim@google.com
Google Confidential and Proprietary 23