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Social Media: Is Any of This Working?
The document discusses how to effectively manage social media for business purposes. It recommends setting goals tied to business objectives, researching where customers engage online, creating guidelines and policies, and measuring results using key metrics like traffic and engagement rather than just social media metrics. Measuring the return on investment in terms of leads, sales, and other business impacts is important to determine what strategies are most effective.
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Social Media: Is Any of This Working?
- 1. What am IDoing and is this Even Working? Amanda O’Brien (@amanda_pants) VP of Marketing – Hall Internet Marketing Organizer – Social Media Breakfast Maine Photo credit: http://www.flickr.com/photos/w9ned/3563985252/in/photostream/
- 2. Who I amAmanda O’Brien - @amanda_pants VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme Blogger at large Amandapants, Guiding Stars, PROXI, SocialMediaB2B, Hall, SMBME etc.
- 3. Take all thefun out of social media
- 4. What we willtalk about Dealing with social media overload Setting up a plan Managing your time Guidelines and policies Measuring what is (and isn’t working) Making unicorns cry
- 5. You should trySocial Media! Facebook is so fun! Twitter is so easy to use! Photo credit: http://www.flickr.com/photos/earlg/163755542/ Bob just landed a huge project from LinkedIn? Did you read the Yelp review of this place? I can’t believe she isn’t on Google+ yet! I can’t check-in to your place on Foursquare!
- 6. How do Ido all of that and run my business?!?
- 7. You HAVE torun your business Don’t lose yourself in your social media-ing That doesn’t pay your bills
- 8. Tie your socialmedia goals into your business goals! Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
- 9. What are youparticipating in social media for? Short term sales Engage existing customers Complement promotional campaigns Encourage word of mouth Brand awareness Increase searchability Spread news and information about your business Photo credit: http://www.flickr.com/photos/lentina_x/3596663014/
- 10. Setting up aplan Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/
- 11. “ You've gotto be very careful if you don't know where you're going, because you might not get there.”
- 12. Do some researchWhat are your competitors doing? What are people you admire doing? Inbound Traffic to your website Twitter search Photo credit: http://www.flickr.com/photos/gregwake/209493486/
- 13. Where do yourpeople hang out? Not your peers, your customers – be there! Photo credit: http://www.flickr.com/photos/33284937@N04/5609256343/
- 14. Managing your timePro tip: Track your time! Photo credit: http://www.flickr.com/photos/javiervazquez/3320521025/
- 15. Is there anoff and on? Photo credit: http://www.flickr.com/photos/butterforfilm/2954894577/
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- 17. Create Guidelines andPolicies What as a company will you do and not do? What staff can do and not do? What public can do and not do? Photo credit: http://www.flickr.com/photos/lwr/1195568953/
- 18. Talk to yourlawyer Talk about your fears and get them addressed Add to your existing communications policy Confidentiality Defamation Intellectual property Permission rights
- 19. Things you canmeasure Traffic data Fan/follower data Interaction data Content performance Photo credit: http://www.flickr.com/photos/427/2110349532/ Measuring Social Media Measuring Social Media
- 20. Where is theROI?
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- 22. The more digital we get, the more we can track
- 23. 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
- 24. So what isthe problem? High bounce rates| Low conversion rates | Low pages per visit | Fear
- 25. Tippy top ofthe sales funnel – Discovery – Powdered Sugar Bottom of the barrel of the sales funnel – Retention - Dough Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/
- 26. Eloqua: http://blog.eloqua.com/the-content-grid-v2/ EloquaContent Grid Prospect Goals Key Performance Indicators Distribution channels
- 27. Let’s Measure! Photocredit: http://www.flickr.com/photos/27718575@N07/4307801877/
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- 33. URL Builder GoogleURL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
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- 37. Social Interaction Analyticshttp://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/
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- 40. One Example CruiseSourceand Royal Caribbean Social Media contest: Objective Data points Blog post views/shares New fans Views/interactions Mentions Search rankings Summary Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/
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- 42. Quickest Summary EverIf you are going to put the effort in you should: Have a plan Protect yourself, your staff and your customers with guidelines and policies Measure if it works with key business metrics (not social media metrics) Keep what works, ditch what doesn’t
- 43. Questions Amanda O’Brien[email_address] @ amanda_pants www.hallme.com/blog/ www.socialmediabreakfastmaine.com Amandapants.com Tomorrow! Local Brewers Chris Brogan