Social Media Marketing what business owners should know ..
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Elizabeth Quintanilla, Marketing Gunslinger, gave this presentation: "Social Media Marketing what business owners should know .." to business owners considering social media as part of their Marketing Mix. Presentation includes a discusion of social media monitoring tools, 101 ways to measure Social Media Return on Investment (ROI), the ABC's of Social Media, and more!
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Social Media Marketing what business owners should know ..
- 1. Social Media Marketing Are you ready to learn? Ready to play well with others? Get Ready to Tweet, Check-In, Like, and Share …
- 3. EQ Who? @equintanilla
- 4. Be Seen – Don’t expect to be found!!
- 5. Take A Risk – Show some Personality
- 6. Sea of Shared Knowledge I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. Tim Berners-Lee (1995 @MIT)
- 7. “If you don’t know HOW to USE Social Media as a Networking Tool, Then You are probably not very marketable in the first place…..” - anonymous
- 9. Not a Fish but What is this?
- 11. Funnel – “Social Word of Mouth” – Dave Evans
- 12. Google your name and your company!
- 13. People Search / Company Search Brands are not just for companies anymore. We all have our own unique personal brand! How do you want to be remembered?
- 14. Online Marketing & Promotion • Search engines: your primary marketing tool • Almost 90% of Internet users today use search engines to find information. • Utilize “local” search function on search engines. • • What are people searching for? (Keywords) • How does your website rank? • Monitor your search engine rankings.
- 15. Small Business Is ABOUT Relationships • Compete with the big dogs • You know your Customers know Personally • Your business DEPENDS on that relationship… • Social media deepens relationships… • YOU have the advantage in Social Media!
- 17. Social Media Profiles
- 18. Fans
- 19. 4 Guys – 1 Taco Blog => New York Times!
- 20. Social Media Profiles – Personal Branding
- 21. Keywords and Twitter Together Easy to get started .. Start by Listening and … Search for your keywords in Austin at: search.twitter.com If you don’t get any results, try broader or different keywords or start a new conversation ..
- 23. LinkedIn – Overlooked yet Powerful
- 24. Write a Bio! Short and Sweet! Positive, people-oriented, and performance-driven Market Detective, collaborator, consultant, and speaker who focuses on understanding the customer perspective. Consulting on a variety of topics, which include web technologies and strategies, social business and media, product management and marketing. With broad-base experience in multiple industries including both aerospace and IT industries, an expert communicator who can effectively explain complex concepts in understandable terms. Recognized for strong interpersonal skills and delivering high- quality creative solutions to ensure product and customer success. Additionally, actively involved in the community with interests ranging from both the technical and business arenas. Finished an MBA program at UT-Austin which allowed me to develop additional skills to define what makes a project successful while focusing on understanding, measuring, improving individual, team, and organizational performance all while understanding customer and market needs. What Are Your Keywords?
- 26. Content: Not just words Content: Any form of published information Not just what is written in the paper! Don’t expect PRIVACY IN SOCIAL MEDIA!!!
- 27. Secret to Content that sticks! Have a consistent, relevant and valuable message to a targeted group of people. Content is King but has to connect with your customers!!!
- 28. Connect with Objectives • E - ENTERTAINING • I - INFORMATIONAL • E - EDUCATIONAL • I - INSPIRATIONAL • O – OBJECTIVE: What was the point of doing all the work? Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/
- 29. Unburritable!
- 30. Engagement – Not just a ring
- 31. Engagement Commitment Relevant (Timely Time and resources are and interesting) devoted to building a The audience cares foundation – content, about and enjoys this community, feedback content The internal team is Messages are on Talkable: Have a invested in the effort, helps Connection: Build brand and reflect the conversation your community generate conversation and core benefits of the People are interacting feels the benefits of a organization in audience more frequently, or more Builds connections: growing community perspective People are sharing and deeply make recommendations daily People try things from peer recommendations 31
- 32. Creating Advocates INSPIRE EQUIP MOBILIZE Inspire people to take action Equip people with Mobilize people & networks to that changes the world skills, knowledge & abilities take action. •Engage •Passion •Educate •Call to Action •Story •Skills •Resources •Create Possibilities •Abilities •Step by step •Connect •knowledge •Online/offline Transition •Open Doors •Information • Incentives •Be Relevant •How to’s •Create Advocates •Diverse & Inclusive •Leadership •Innovate •Talking Points •Create Relationships Source: Cultural Strategies - www.cultural-strategies.com Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
- 33. Online Marketing & Promotion • Start with a descriptive domain name. • Submit to the top engines • Focus on a great homepage. • Create Landing Pages for each campaign • Develop a content rich pages. • Keep an eye on your competition. • Let other sites know about your site and how to link to it. • Consider "pay per click" strategies. Both Google & Facebook • Review your Activity logs or "server statistics”.
- 34. # 1: Never the product always the passion!! • Reframe conversation • Not about the product • Is about the customer • What role does product play in customer lives?
- 35. # 2: Never is it just online • Buzz is not Twitter • Tweets don’t matter • Find all Customer Touch Points • People believe those recommendations from peeps they know, like, and trust!
- 36. # 3: Make your advocates feel like Rock Stars!! • Lift up your customers • Show your appreciation by acknowledgment • Say “Gracias, Merci, …” • Not just free trips on American Airlines
- 37. Remind Customers What We Do and Want Them TO DO …
- 38. Many Options in Tools Photo of Brian Massey (@bmassey) teaching about website conversion
- 39. Tools and More Tools • Google Alerts • Alterian – SM2 • Bing • Technorati • Bit.ly Budurl.com Tiny.url • BuzzStream • Radian6 (NOT FREE!!!) • Hubspot – check out all their tools • Hootsuite • SproutSocial • monitter • Trendrr • Klout • PeerIndex • Twitalyzer • Tracker • Get Satisfaction
- 43. Develop Relationships and participate in chats! Interact with thought leaders in industry, professional, Or Common Interests!
- 46. 100+ Ways to Measure ROI of Social Media Inspired by Post: http://www.marketersstudio.com/2009/11/100-ways-to-measure-social- media-.html#axzz18mvylMpO
- 47. # 1 - #5 Ways to Measure: Social Media ROI (BUZZ!!!) 1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day 5. Seasonality of buzz
- 48. # 6 - #9 Ways to Measure: Social Media ROI (BUZZ continues) 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. Buzz by stage in purchase funnel (researching vs. completing transaction vs. post-purchase)
- 49. # 10 - #12 Ways to Measure: Social Media ROI (Video and Media) 10. Mainstream media mentions 11. Embeds / Installs 12. Asset popularity (e.g., if several videos are available to embed, which is used more)
- 50. # 13 - #19 Ways to Measure: Social Media ROI 13. Fans 14. Followers 15. Friends 16. Rate of virality / pass-along 17. Change in virality rates over time 18.Growth rate of fans, followers, and friends 19. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)
- 51. # 20 - #23 Ways to Measure: Social Media ROI 20. User-initiated views 21. Ratio of embeds to favorites to views 22. Downloads 23. Uploads
- 52. # 24 - #29 Ways to Measure: Social Media ROI 24. Subscriptions (RSS, podcasts, video series) 25. Pageviews (for blogs, microsites, etc) 26. Social bookmarks 27. Likes / favorites 28. Comments 29. Ratings
- 53. #30 - #37 Ways to Measure: Social Media ROI 30. Effective CPM based on spend per impressions received 31. Change in search engine rankings for the site linked to through social media 32. Change in search engine share of voice for all social sites promoting the brand 33. Increase in searches due to social activity 34. Percentage of buzz containing links 35. Links ranked by influence of publishers 36. Percentage of buzz containing multimedia 37. Share of voice on social sites when running earned and paid media in same environment
- 54. # 38 - #44 Ways to Measure: Social Media ROI 38. Influence of consumers reached 39. Influence of publishers reached (e.g., blogs) 40. Influence of brands participating in social channels 41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers
- 55. # 45 - #47 Ways to Measure: Social Media ROI 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment: before, during, and after social marketing programs
- 56. # 48 - #54 Ways to Measure: Social Media ROI 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 51. Method of content discovery (search, pass- along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from earned media 54. View-through(s)
- 57. # 55 - #64 Ways to Measure: Social Media ROI 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 62. Number of user-generated submissions received 60. Brand association 61. Purchase consideration 63. Exposures of virtual gifts 64. Number of virtual gifts given
- 58. # 65 - #72 Ways to Measure: Social Media ROI 65. Relative popularity of content 66. Tags added 67. Attributes of tags (e.g., how well they match the brand's perception of itself) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) 70. Contest entries 71. Number of chat room participants 72. Wiki contributors
- 59. # 73 - #83 Ways to Measure: Social Media ROI 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. # of times customers helping other customers 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research
- 60. # 84 - #90 Ways to Measure: Social Media ROI 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages
- 61. # 91 - #101 Ways to Measure: Social Media ROI 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received 101. Any more ideas?
- 62. Key Takeaway: Measuring Social Media ROI is just the start of the answer to the broader question: "How do I measure it?" Ultimately, you need to start with figuring out your business objectives and then apply these metrics accordingly.
- 63. A is for Analytics! B is for Blog!
- 64. C is for Community!
- 65. D is for Detective and Deliver It!
- 66. E is for Engagement and eNewsletters!
- 67. F is for flickr! G is for Google … =)
- 68. H is for Hosts both kinds! I is for identifying your influencers!!
- 69. K is for KLOUT! know your influencers … L is for Listening … Are you really listening?
- 70. M is for Mobile! N is for numbers!
- 71. O is for observations!
- 72. P is for Participate! Q is for QR codes!
- 73. R is for ROI! Return On Investment
- 74. S is for …. Search, Social Media & Surprise and Delight!!!
- 75. T is for Twitter!
- 76. U is for Unique & Unburritable!
- 77. V is for Video!
- 78. W is for Wonder! Never forget what is possible ….
- 79. X is for Marketing miX!
- 80. Y is for YOU! Z is for zoom.it!
Editor's Notes
- Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.