SOCIAL MEDIA MARKETING �Measurement & Analysis
Social Media 101 What’s New Campaign Strategy Social Audit Measurement Social Media for a Living Our Story
TODAY’S�AGENDA�
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL MEDIA: A BRIEF HISTORY �ü 1985 AOL opened ü 1997 Web has 1M sites ü 1998 Google opens ü 2001 Wikipedia launches ü 2002 Friendster ü 2003 MySpace ü 2004 Facebook starts at
Harvard ü 2006 TwiPer launches ü 2007 iPhone is
introduced
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
WHAT MAKES GREAT CONTENT?�
ü Is it shareable? ü Is it relevant? ü Does it evoke emoUon? ü Consider your
community & end-‐user’s experience
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
HOW DO BRANDS ENTER THE CONVERSATION?�
ü Branded content is key ü Think differently! ü Recognize real-‐Ume
trends
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#KNOW THE LANGUAGE & THE CHANNELS�
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
BASIC MEDIA PLAN�“Standard media plan covers four stages: sta3ng media objec.ves, evalua.ng media, selec3ng & implemen3ng channels, & determine budget” Media objec3ves: 1. Reach 2. Frequency 3. Con3nuity (Period of Time or length of Campaign)
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SEVEN BUSINESS GOALS OF SOCIAL MEDIA�
ü Brand Awareness ü Lead GeneraUon ü Sales ü Community Building ü ReputaUon/Crisis Management ü Customer Service ü Market Research
Community Size: 5,426 Cadence: Average posts per day: 4, but inconsistent ranging from 1-‐12 posts
Current Proac3ve Content: • 29% Industry (original/curated) • 26% Product • 17% Event • 9% Customers • 10% Foreign Language • 9% Miscellaneous (webinar, voUng and press)
Insights & Tac3cal Opportuni3es: • Hashtags are only used in 11% of proacUve tweets, leaving an
opportunity for almost 90% of content to improve reach and engagement
• 58% of event-‐related posts included an aPendant’s handle • Industry content spanned mulUple pillars, and 29%
linked to a third-‐party source • Casual and light-‐hearted tone of reacUve content contrasts
serious, professional tone of proacUve – integrate a light-‐hearted tone with proacUve content to remain consistent
ProacUve 64%
ReacUve 9%
RTs 27%
Customer 9%
Event 17%
Industry 29%
Product 26%
Misc.
Foreign
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SOCIAL AUDIT EXAMPLE �
• Use relevant hashtags & handles to increase reach & awareness of messaging
• Thank community for sharing content & maintain reacUve conversaUons
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL AUDIT EXAMPLE �
• Engaging copy & images • Consistent engagement with community that is aligned with the brand’s voice
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL AUDIT EXAMPLE �
Facebook TwiBer LinkedIn Google Plus SlideShare
Client X 1,208 5,434 2,997 1,855 7 followers, 33 slideshares
ARCSight n/a n/a n/a 67 (community) 4 contributors w/ 28 followers & 5
slideshares
Oracle 311,710 149,244 773,155 30,022 34 followers, 0 slideshares
IBM Security 8,313 4,991 0 n/a
Dell 6,033,153 165,459 548,262 346,126 602 followers, 171 slideshares Quest SoLware (Dell SoLware) 7,051 9,105 13,494 1,704 n/a
Splunk 3,801 6,738 11,031 882 41 followers, 58 slideshares
Symantec 38,161 42,356 114,921 4,512 6532 followers, 158 slideshares
Big Fix owned by IBM 697 n/a n/a n/a
Aveksa 151 528 855 31 n/a
SailPoint 303 1,466 1,581 51 15 contributors w/ 152 followers &
0 slideshares
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SOCIAL AUDIT EXAMPLE �
SWOT EXAMPLE �Strengths Opportunities
• Partnerships & networks: University of Texas, Spredfast, WOMMA, Austin AD Fed
• Industry experts, experienced/knowledgeable social media marketers
• Great customer success stories & client list • Bootstrapped • Driven, nimble, scrappy & competitive
• Partnership growth opportunities: Services, training & education
• Enterprise market with big need for services support
• Technology market • Go-to-market plan & PR push
Weaknesses Threats • Lack formal business education & long-term
experience • Bootstrapped • Labor intensive work
• Competitive market Social media is often “last thought” from budgeting perspective
• Spredfast dependent
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
EDITORIAL CALENDAR EXAMPLE �
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
EDITORIAL CALENDAR EXAMPLE �
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
CAMPAIGN WORK: THE OFFICE HERO�
CAMPAIGN WORK: THE OFFICE HERO�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
CAMPAIGN WORK: THE FACEBOOK REF�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
DAY-TO-DAY #CMGT: THE NATURAL EPICUREAN�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL MEDIA MEASUREMENT�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
#1 Engagement: Click, share, retweet, menUon, comment, like
#3 Ac3vity: Number of pieces of content published
#2 Reach: Number of impressions & potenUal reach of your message
SOCIAL MEDIA MEASUREMENT: TAGGING �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
MEASUREMENT: FACEBOOK INSIGHTS�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
#1 Type: Video, link, photo
#3 Engagement: Clicks, Likes, Comments
#2 Reach: Organic, paid
MEDIA COMMUNICATIONS 2013 �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
AVERAGE SIZE OF A COPORATE SOCIAL TEAM: 11 �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
Source: AlUmeter Jeremiah Owyang
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
TOOLS: PUBLISHING, LISTENING & COLLABORATING �
TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
BACKGROUND: SOCIAL DISTILLERY, INC.�TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL DISTILLERY: THE PEOPLE �TWEET QUESTIONS TO @SOCIALDISTILLER #KeepItSocial �
SOCIAL DISTILLERY: SERVICES�ü Community Management
ü Strategy & Analysis ü EducaUon & Training ü Social media markeUng (adverUsing)
ü Campaign IdeaUon & ExecuUon
ü Content ProducUon (blogs) ü Email MarkeUng
ü Facebook app ü ConsulUng
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STAY IN TOUCH!�
Follow us at:
Facebook.com/socialdisUllery
@SocialDisUller
@KrisSuss