social media explained - measuring the unmeasurable?
DESCRIPTION
TRANSCRIPT
Social Media Explained Measuring the Unmeasurable?
Presented by Mike Daniel Digital Marketing Manager Destination Marketing – Seattle, WA Twitter: @mikejdaniel
Tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content.
What is Social Media?
Social Media creates kinship between companies and customers, and kinship equals purchase intent.
The goal of social media is to turn customers into a volunteer
marketing army.
Social Media allows every company to be its own TV
station, magazine, and newspaper.
“Social Media is like teen sex.”
“Social Media is like teen sex.” Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better.”
Avinash Kaushik
Analytics Evangelist at Google
Who are the players involved?
Who are the players that matter today?
Facebook Blogs Twitter Review Sites
Honorable mention: LinkedIn, Foursquare and YouTube
The new kid on the block…
…more on him (or her) to come.
What is the investment?
OR
One of the perceived “problems” with social media marketing…
It’s a time vampire.
It’s a time vampire.
One hour here, ahaha! Two hours there, ahaha!
It’s a time vampire.
One hour here, ahaha! Two hours there, ahaha!
But it can be worth it!
But, what are some of the qualitative benefits:
ü Brand Loyalty
ü Building Trust
ü Creating Passion
ü Promoting Interaction ü Brand Awareness
What is quantitative social success?
ü Number of conversions
ü Reductions in support costs
ü Increase in search engine page rank
ü Number of blogs linked to you
ü Number of people in specific location who
follow on Twitter
ü Increased brand awareness
ü SALES + NEW CUSTOMERS
Why use Facebook?
ü Over 600 million users (1 in 13 people on Earth!)
ü 71% of U.S. web audience has a profile
ü Average user spends 55 minutes per day
ü More than 100 million active mobile users
ü More than 5.3 million users visit company
profile pages each day
Benefits of Facebook
ü Share messages with customers in real time
ü Offer incentives to share information (ex:
contests for their email address)
ü Customer service tool to respond to
questions
ü Ability to be transparent in messaging
Why Should I Blog?
ü 77% of internet users read blogs
ü Readership is split almost 50/50 between
men and women
ü 56% of bloggers report higher engagement
with customers. Seen as thought leaders.
Benefits of Blogging
ü Create a voice for your brand
ü Search Engines rely heavily on blogs for its
rankings
ü Content for Facebook and Twitter
ü Another avenue to create conversation and
buzz about your brand and its position on a
subject related to its industry.
Why Tweet?
ü Real time, easy to digest communication
tool (Twitter limits communication to 140
characters)
ü Over 35% of users rely on their mobile
phone to follow conversations and tweet
ü Over 100 million active users
Benefits of Twitter
ü Sharing links to articles and stories from
Facebook and blogs
ü Promoting time sensitive offers in real time
ü Build and manage B2B connections
Using Twitter to communicate
Why Review Sites?
ü 77% of web users check review sites to learn
about a product and/or a service
ü Yelp users call phone numbers attached to
profiles on an average of every second
ü Usage of review sites is split between web
and mobile consumption
Benefits of Review Sites
ü Manage your reputation online
ü Respond to user complaints
ü Yelp and Google Placers are two of the
search engines favorite websites to cite as a
source on your brand/product.
Why do all of this?
A flawlessly-executed social media campaign
YOUR WEBSITE
Is a door to…
What makes all of this tick?
ü Setting goals based on qualitative or
quantitative goals. Are you looking to
educate the consumer? Build leads? Serve
offers?
ü Review and analyze metrics as you go!
Utilize Google Analytics, Facebook Insights
and other free tools to measure your
performance.
Questions?
Mike Daniel
Digital Marketing Manager Destination Marketing – Seattle, WA
@mikejdaniel about.me/mikejdaniel