kc iabc aug 18 social media strategy presentation
TRANSCRIPT
August 18, 2011
Social Media
Link to Herding Cats Video: h3p://www.youtube.com/watch?v=m_MaJDK3VNE
Legal Social Media Policy
Goals &
Strategies
Create a Social Media Policy
Secure
Your Brand
Legal HR IT
Watch Competitors
Find someone to jump out of the plane with you.
Ownership
Baseline Metrics
Jonathan Mast
[email protected] [email protected]
LinkedIn Linkedin.com/jonathanmast
twi3er.com/JonathanDMast or @black_veatch
Jonathan D. Mast
Social Media
You’re Invited Date _________ Time _________ Place _________
R.S.V.P. Please
Who will you be?
Wallflower?
Surprise Talker?
Have I told you my news yet?
The Bore?
You really need to stop now!
The Egotist?
Did I show you my new Trans Am?
Life of the Party?
Dude!
Can a 55 year old man say “dude?”
?
Sean Nicholson
twi3er.com/seanrnicholson 913-832-8344 Linkedin.com/seanrnicholson twi3er.com/socmedsean
www.socmedsean.com
the Impact and ROI of
Short Term ROI
GOALS Strategies Objectives Tactics
Measurement Model
Non-Financial Impact
Exposure > Branded Mentions
> Comment Sentiment > Share of Positive Online Discussion
> Search Rank
> Twitter Reach
Engagement > Comments/Post RaNo
> Number of RTs
> RTs per 1000 Followers
> Repeat Visitors
> Follower MenNon %
> SubscripNons
Measurement Model
Non-Financial Impact
Measurement Model
Non-Financial Impact
Influence > Tell a Friend
> Likelihood to Recommend
> Purchase ConsideraNon
> RaNngs/Reviews > Change in AWtudes, Opinions
Action Measurement
Model Possible Financial
Impact
> Visit the Store
> Visit the Website
> Buy the Product
> Redeem Coupon
> Make a DonaNon
> Repeat Purchases
> A3end an Event
> Vote for/against
Barcelona Declaration of Measurement Principles
Principles
1. Importance of goal seWng and measurement
2. Measuring the effect on outcomes is preferred to
measuring outputs.
3. The effect on business results can and should be
measured where possible.
4. Media measurement requires quanNty and quality.
5. AVE’s are not the value of public relaNons.
6. Social media can and should be measured.
7. Transparency and replicability are paramount to sound
measurement.
Justin Goldsborough
816.512.2236 LinkedIn
JusNn Goldsborough @jgoldsborough
www.jusNncaseyouwerewondering.com
It’s For Leads and Sales
Traditional (Outbound) Marketing
Inbound (Digital) Marketing
Print Ads Television Ads Cold Calling Trade Shows Email Blast
Traditional Marketing
Blogs Ebooks
White Papers Videos SEO
Social Media Webinars
Feeds, RSS
What Is Digital Marketing?
Why This Matters…..
Inbound Marketing is More Effective
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Outbound Ave. Cost Per Lead
Inbound Ave. Cost Per Lead
$332 $373
2010 2011 $134 $143
2010 2011
60 Lower
%
of Businesses are Increasing Inbound
Budgets Due to
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
of Businesses are Decreasing Inbound Budgets Due to the
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Lead Generation Budget - 2009-2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Outbound Inbound
29% 24%
2009 2011
38% 41%
2009 2011
Blogs and Social Media Inbound Lead Generation
Percent of Budget
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
9%
18%
2009 2011
46%
57%
2010 2011
Customer Acquisition By Channel
Company Blog
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
41%
57%
2010 2011
Customer Acquisition By Channel
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
44% 48%
2010 2011
Customer Acquisition By Channel
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
41% 42%
2010 2011
Customer Acquisition By Channel
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Increase in monthly sales leads for companies that blog over companies that don't blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
%
Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Blogging = More Indexed Pages
1,810 Pages
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
7,850 Pages
Don’t Blog
Blog
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
increase in website pages indexed by Google for companies that blog over companies that don't blog.
%
Why Does This Matter???
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.
Every 50 to 100 incremental indexed pages can mean double-digit lead growth.
Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google.
Tools
Don’t Just Install Analytics, Read the #$@% Things!
Be a Skeptic: Don’t Rely On Just One Set
Tynt.com -- Know Where Your Stuff Goes!
Information … my crack cocaine
PostRank Analytics Rock
Why I Heart Scribe
Why I Heart Scribe
Time – There’s Never Enough
Shelly Kramer
[email protected] 816.200.2520
LinkedIn Shelly DeMo3e Kramer twi3er.com/shellykramer facebook.com/shellykramer
www.v3im.com
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