social media: is any of this working?
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What am I Doing and is this Even Working?
Amanda O’Brien (@amanda_pants)Amanda O’Brien (@amanda_pants)VP of Marketing – Hall Internet MarketingVP of Marketing – Hall Internet MarketingOrganizer – Social Media Breakfast MaineOrganizer – Social Media Breakfast Maine
Photo credit: http://www.flickr.com/photos/w9ned/3563985252/in/photostream/
Who I am
Amanda O’Brien - @amanda_pantsVP of Marketing, Hall Internet Marketingwww.hallme.com@hall_web
Organizer, Social Media Breakfast Mainewww.socialmediabreakfastmaine.com#smbme
Blogger at largeAmandapants, Guiding Stars, PROXI, SocialMediaB2B, Hall, SMBME etc.
Take all the fun out of social media
What we will talk 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
You should try Social Media!You should try Social 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!
How do I do all of that and run my business?!?
• You HAVE to run your business• Don’t lose yourself in your social media-ing• That doesn’t pay your bills
Tie your social media goals into your business goals!
Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
What are you participating 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/
Setting up a planSetting up a plan
Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/
“You've got to be very careful if you don't know where you're going, because you might not get there.”
Do some researchDo some research
What are your competitors doing?What are people you admire doing?
Inbound Traffic to your websiteTwitter search
Photo credit: http://www.flickr.com/photos/gregwake/209493486/
• Where do your people hang out?Where do your people hang out?
• Not your peers, your customers – be there!Not your peers, your customers – be there!
Photo credit: http://www.flickr.com/photos/33284937@N04/5609256343/
Managing your timeManaging your time
Pro tip: Track your time!
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Is there an Is there an off and on?off and on?
Photo credit: http://www.flickr.com/photos/butterforfilm/2954894577/
Pomodoro TechniquePomodoro Technique
Create Guidelines and Policies• 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/
Talk to your lawyer
Talk about your fears and get them addressed
Add to your existing communications policy
•Confidentiality
•Defamation
•Intellectual property
•Permission rights
Things you can measure
•Traffic data•Fan/follower data•Interaction data•Content performance
Photo credit: http://www.flickr.com/photos/427/2110349532/
Measuring Social MediaMeasuring Social MediaMeasuring Social Media
Where is the ROI?Where is the ROI?
Neilson ratings suck
IMHO
The more The more digitaldigital we get, the more we can track we get, the more we can track
( + ) x
ROI is EasyReturn 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
So what is the problem?High bounce rates| Low conversion rates | Low pages per visit | Fear
Tippy top of the sales funnel – Discovery – Powdered SugarBottom of the barrel of the sales funnel – Retention - Dough
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Eloqua: http://blog.eloqua.com/the-content-grid-v2/
Eloqua Content Grid
•Prospect Goals•Key Performance Indicators•Distribution channels
Let’s Measure!
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Fan/Follower Data
Twitter Analytics
ComingSoon!
Traffic Data
Interaction data
Content Performance
URL BuilderGoogle URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
Advanced Segments
Create Custom Reports
Multi-channel funnels
http://www.youtube.com/watch?v=Cz4yHOKE5j8
Social Interaction Analytics
http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.htmlhttp://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/
Social Interaction Analytics
We still cool?
One ExampleCruiseSource andRoyal Caribbean
Social Media contest: Objective Data points
• Blog post views/shares• New fans• Views/interactions• Mentions• Search rankings
Summary
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The Results
http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/
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
Questions
Amanda O’[email protected]
@amanda_pants
www.hallme.com/blog/www.socialmediabreakfastmaine.com
Amandapants.com
Tomorrow!Local BrewersChris Brogan