social media: is any of this working?
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TRANSCRIPT
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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/
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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.
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Take all the fun out of social media
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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
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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!
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How do I do all of that and run my business?!?
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• You HAVE to run your business• Don’t lose yourself in your social media-ing• That doesn’t pay your bills
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Tie your social media goals into your business goals!
Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
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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/
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Setting up a planSetting up a plan
Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/
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“You've got to be very careful if you don't know where you're going, because you might not get there.”
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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/
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• 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/
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Managing your timeManaging your time
Pro tip: Track your time!
Photo credit: http://www.flickr.com/photos/javiervazquez/3320521025/
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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/
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Pomodoro TechniquePomodoro Technique
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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/
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Talk to your lawyer
Talk about your fears and get them addressed
Add to your existing communications policy
•Confidentiality
•Defamation
•Intellectual property
•Permission rights
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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
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Where is the ROI?Where is the ROI?
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Neilson ratings suck
IMHO
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The more The more digitaldigital we get, the more we can track we get, the more we can track
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( + ) 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
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So what is the problem?High bounce rates| Low conversion rates | Low pages per visit | Fear
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Tippy top of the sales funnel – Discovery – Powdered SugarBottom of the barrel of the sales funnel – Retention - Dough
Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/
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Eloqua: http://blog.eloqua.com/the-content-grid-v2/
Eloqua Content Grid
•Prospect Goals•Key Performance Indicators•Distribution channels
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Let’s Measure!
Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/
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Fan/Follower Data
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Twitter Analytics
ComingSoon!
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Traffic Data
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Interaction data
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Content Performance
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URL BuilderGoogle URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578
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Advanced Segments
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Create Custom Reports
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Multi-channel funnels
http://www.youtube.com/watch?v=Cz4yHOKE5j8
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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/
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Social Interaction Analytics
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We still cool?
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One ExampleCruiseSource andRoyal Caribbean
Social Media contest: Objective Data points
• Blog post views/shares• New fans• Views/interactions• Mentions• Search rankings
Summary
Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/
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The Results
http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/
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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
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Questions
Amanda O’[email protected]
@amanda_pants
www.hallme.com/blog/www.socialmediabreakfastmaine.com
Amandapants.com
Tomorrow!Local BrewersChris Brogan