More Related Content
![Thought Leadership Marketing Guide [2021]](https://cdn.slidesharecdn.com/ss_thumbnails/bestmarketingagencywebsites2-210427165916-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Social Business Basics Clinic
![[Guide] 7 Steps to Create a Winning Social Media Marketing Strategy](https://cdn.slidesharecdn.com/ss_thumbnails/sprout-guide-social-media-marketing-strategy-150502065645-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
![Get a Pinterest account in[ pvatopservice ]sell regular every day.docx](https://cdn.slidesharecdn.com/ss_thumbnails/getapinterestaccountinpvatopservicesellregulareveryday-251030182004-67b5ef9f-thumbnail.jpg?width=640&height=640&fit=bounds)
Social Business Basics Clinic
- 1. Social Media Basics ForSmall Business Summer Company SM Clinic July 2013
- 2. • We areNOT a social media ‘gurus’ • We are experienced business strategists who also knows social well • Lateral, tech-savvy hybrids spanning strategy, design, implementation & analytics • Diehard data geeks & Compelling narrative story engineers • Committed to holistic approach to business strategy • Silo-busters and frequent dinosaur-tippers Introduction @krcraft & @gdiver62 © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 3. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 3 What you will learn here today… Social media is not just getting a bunch of likes or followers. If you think it is, then you’re doing it wrong!
- 4. •What is it? •Whydo it? •How do you do it well? Social Strategy •Channels •Content/Blogs •Tools •Analytics/Measurement How-to Clinic Overview OUR OBJECTIVE: That each person in this room leaves with at least one new insight today. Whether you are just starting out with social media, or have been participating for several years, we want you to learn something new today. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 4
- 5. This is thefirst day of the rest of your social business experience Gain name recognition and credibility. Attract new contacts, maybe even customers! Use free marketing channels and tools optimally. Become a finder (not just a minder or grinder). Build a collaborative brand community. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 5 We’ll be talking about integrated digital marketing to increase your brand visibility with these goals:
- 6. Overview © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 6 Think of social media as another way to connect with people. You might go to a school function and while there talk to 25 different people. Those are 25 connections. The idea behind social media (or micro-blogging) is similar, but you are broadcasting ideas/thoughts that you have to people with whom you may or may not already have some connection. Your friends/followers/connections look through those things and may find them useful or interesting. And so might people in the public that you haven’t yet met. And they may rebroadcast/retweet your ideas to their followers. As with blogging and producing content for your own web site (or attending a school function), don’t do it just for marketing purposes. The people who make lots of beneficial connections through social media are interested in the people and subjects about which they are connecting.
- 7. Biggest Mistakes SMBsmake on Social © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 7 Leaping in without a strategy and goals. Lack of Brand Voice clarity. Failure to engage. Inconsistency. Social Business takes time & commitment. Failure to analyze results.
- 8. How to doSocial without Sucking 101 © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 8 RECIPROCATE! Share, engage, converse, debate, guide, help, serve, instruct, comfort, laugh, learn. Become an expert in your field. Your new business (like many professions) just one long apprenticeship. Learn about your colleagues and partners and their areas of expertise (and cross-market). Get to know your customers. Read about each client's business (client web site, google.com). Attend regional events. Network. Be visible. Be social online & off. Read at least one newsletter or magazine in your field, cover to cover. Share what you learn. Aim for perfection in every update and post; you are the editor and publisher! Your written work (updates, posts, comments, and e-mails) will live forever. Keep that in mind. Be civil. Be polite. Follow the Golden Rule. Don’t unto others …
- 9. • Your reputationevolves from business, marketing and brand strategy. Do you know what your strategy is? • What element of existing marketing content and plans can extend to social? Or what additional content do you need to create? • Build social around your essential brand idea or core element of your value proposition. Do you know what your brand value is? Before you dive in and do it wrong... © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 If you don’t know these things, take a step back and figure them out.
- 10. How do youdo it right? © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 10
- 11. strat·e·gy A method orplan chosen to bring about a desired future, such as achievement of a goal or solution to a problem. “Social Media” is not a strategy. It is posting to media channels on which you use a set of tactics to achieve objectives. Strategy - Definition © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 12. Social Media isPervasive. You need a plan. Why Do We Do Social? © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 One compelling reason: The Customers now control the conversation about your brand.
- 13. Clarify how youwill reach objectives. 2 1 Set clear goals. 3 Define your social brand ‘voice’. AGENDA Know how to apply the tools and manage the information. 4 Learn how to tweak performance. 6 5 Know what success looks like. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 13 Why a Social Strategy?
- 14. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 Being ‘social’ is not a strategy. If you dive into it with no clear strategy, you have absolutely no right to expect it to work. Be Realistic “We have a Twitter account, we're a social business!“ is like saying, “We have an oven, we are a gourmet restaurant!“ Why a Social Strategy?
- 15. Defined Objectives Brand Profile Channel and ContentMaps Measurement and Analytics Cornerstones of a Social Strategy © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 16. CORE STRATEGY –Mission, vision, goals, objectives. RESEARCH – Channel and conversation mapping. MEASUREMENT – How will you know if it is working? TACTICS and TOOLS – How to manage it. What to share. IMPLEMENT – Start, measure, tweak, repeat. Iterative. How To Create A Social Strategy © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 17. • building ormaintaining an image or reputation.Branding • selling a product or service directly to users.Direct Sales • converting a user into a customer through the use of a conversion funnel.Indirect Sales • finding out insights about your customers, your market, or your industry.Research • helping users who are already customers.Customer Service • build a community that learns from and helps each other. Work together.Collaboration What are your objectives on social media?
- 18. 1 Set goals 2 Follow regularroutines. 3 Have established processes. 4 Tweak activities by analyzing performance. AGENDA © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 18 Start with a smart, basic framework How To Do Social Business Well
- 19. • Most socialstrategies are hybrids. There is no such thing as a ‘one-size-fits-all’ social strategy. (And never take advice from ‘gurus’ who say otherwise.) • Aim high and have a long term plan, but baby steps are often the best way to start. • Learn from others, and guides, but tailor to your own situation and goals. • “Listen, learn, create, and respond,” is an excellent starting strategy. That Said … “A framework is an invitation to think, not an excuse not to.” © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 Debra Louison Lavoy - Director, Global Strategic Marketing, OpenText
- 20. Defining a SocialBrand “A social brand is any company, product, individual that uses social technologies to communicate with the social customer, their partners and constituencies or the general public.” © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 20 Social Spammer or Social Brand? Note that says ‘communicate with’, not ‘to’.
- 21. Elevator speech 101 ©2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 21 • Why is it called an elevator speech? • Why do you need one? • Why do you need more than one? • Different situations call for different messages. Different audiences call for different talking points. • Features of an elevator speech • Short. Concise. Leave the listener wanting more. • Elements of an elevator speech • Core message stays the same no matter the audience or situation. • Differentiation; what makes you special? • Your enthusiasm. Your emotional connection. Memorable points about you. • Delivering your message • Don’t sound rehearsed. Maintain eye contact. Know when to stop. Don't be creepy. • The end result? • Create awareness. Create interest.
- 22. Your Brand –online and offline © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 22
- 23. Integrated Marketing Cross-pollinate Awareness •Newsletter • Google Adwords • Your Website • Social Media – Facebook and Twitter for general information and acknowledgement of milestones • Leveraging partnerships – content collaboration • Press Coverage & Reviews • Print/Audio/Video Campaigns • Contests, Surveys, Deals, Coupons © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 23
- 24. • True “brandintegrity” is a powerful engagement motivator. Think about how your brand treats: • Customers • Employees • Community • Environment Create a community of ambassadors to spread the love! Brand Evolution © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 25. • Have profilecollateral ready • Tagline, logo image, profile bio • Lock down all channel handles • SMB Quickstart Guide: http://sqz.co/g7L9Czd • If you don’t have a web site, create a simple blog site on Wordpress for free, or create a Facebook page for your company • You’re trying to drive social contacts to a destination that tells them more about your company, products and services • Content inventory and a content calendar • Have schedule of objectives for first month • Analyze, tweak, repeat Getting Started © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 26. Tactics Put a humanface on the organization. Entertain or Inform. Or both. But be relevant. This does NOT mean “create a press release feed” or constant one-way sales pitch. Become a valuable content curator for your industry. Listen and be responsive. Tell Strategic Stories (consider a storytelling strategy). Create “insider” vibe with special social-only promotions. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 27. • How areothers in your industry using social successfully? • Conversation maps - What channels are your customers, partners, and employees using? • Content Maps – What do you have and what do you need to create? • What do your customers and partners want from you? Promotions? Customer service? Event details? Pointers to other cool stuff? Status updates? Cross-promotion? Research © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 28. Define Your Voice ©2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 29. Social Channels ina nutshell © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 29
- 30. Blogs Micro-blogs Social Networks VideoSharing Social Bookmarks Image Sharing Podcasts Brands B2B B2B B2C B2C BOTH BOTH B2B Effort 6 8 6 4 3 4 7 Reach 5 7 7 8 6 6 6 Example What Channels Should You Use? What channels should you use? Where are your customers, partners, advocates??
- 31. Channels: LinkedIn © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 31 Great for business visibility. Build Your network. Join groups and post YOUR info. Post about others and have others post about you. Start an industry-related group. Read updates. Use consistently.
- 32. Channels: Twitter © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 32 Don’t mix professional and personal messaging too often. Follow others who influence you, can influence your career track, companies you want to work for/with, etc. Use an update management program like TweetDeck or Hootsuite. Share interesting and relevant information. Yours and others. Use hash tags (#) and lists. Engage. Start or join conversations. Use mentions and retweets.
- 33. Channels: Facebook © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 33 Always a good option but be careful. Don’t combine personal and professional. Have separate personal and professional pages. Business Pages - promote specials, events, services, products, and more . Can be used for Customer Service – if you monitor it closely. Fan pages picked up by search engines. Built in analytics.
- 34. Channels: Pinterest © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 34 Think visually. Introduce yourself as a business with a picture and fun profile. Be a selective curator. Pin interesting things about your industry. Pin graphics to promote products and services. Share marketing videos. Post ideas and how-to’s. Have customer ‘pin it’ contests where they can pin items to your board.
- 35. Channels: YouTube © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 35 It’s easier for some organizations to Show their value, rather than Tell (write) about it. Creating original video content improves your SEO. Video content is a powerful branding tool. Huge potential to get your message in front of a wide audience. Video content is quite easy and inexpensive to produce. Video plays better on mobile devices. YouTube advertising fees much less than Google. Don’t expect anything to go viral, but you never know what will go viral.
- 36. Channels: WordPress © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 36 It’s FREE way to create your web site. But you can also upgrade to paid version as your business grows. Beautiful style themes available to select from & customize. You can add new posts, pictures, links all by yourself without paying a web designer. Many themes are mobile-ready. Wordpress integrates with many, many social channels with cool widgets. There is lots of support available on the web for WordPress questions/training.
- 37. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 “Content is the currency of the web.” What to Share If you were a potential client, what would you be looking for?
- 38. 1 2 3 Follow interesting peoplewho are already successful in your industry. Follow relevant hash tags and LinkedIn groups. AGENDA © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 38 Sources for inspiration Read more than you post. Social updates. Blogs. Newsletters. Have lots of informative and helpful content. Establish credibility as someone who is knowledgeable in the field.
- 39. Internal Blogs Website Product/Service Mktg Testimonials Customer SupportInfo Videos, Images Company Events Sales, Contests, Surveys Press and Media External Other Blogs Industry News Community Events Community/Industry Reviews Industry Events Podcasts, Videos, Images Partners/Alliances Evolving Tweets Facebook Posts G+ Updates LinkedIn Discussions Blog Comments Hashtags/Trends News Events Types & Sources of Content © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 40. Hash Tags © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 #socbiz #socbizWR
- 41. There is somuch to look at, how do I begin to tackle this? Daily Social Activities © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 41
- 42. 1. Make yourupdates easily Retweetable. Leave a few characters free for RTs. 2. Use URL shorteners. (Bit.ly) Saves space and provides analytics. 3. Add Personal comments/opinions when you RT something or share someone else’s content. 4. Use Hash Tags, (but not too many in a single tweet and only when relevant.) 5. Understand Visibility rules of twitter. Do you know who can see what you share? Tips on Crafting Tweets © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 43. Visibility filters existacross all social channels. Visibility © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 44. • Basic tweetformula (sample) • Link to product content + Product benefit + hashtag + CTA. • Each tweet should have a specific audience • Customers, advocates, vendors, community, industry. • Add value • Share something instructive or compelling. • Triggers • Mentions, issues, questions, product schedule, news. • Caution • Avoid being spammy. No more than 2 tweets per hashtag per day. Twitter Example © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 45. How to writea well-constructed tweet: © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 45 Something to grab attention + Who + Verb + What + Link + CTA: Status updates: what you are doing/working on/attending that might interest others. When you retweet – add your voice.
- 46. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 46 Key Reputation Risk Reminder NEVER, ever share something you haven’t viewed yourself first. Ever. Trust us on this one.
- 47. Discover them foryourself, both Free to try! Social Dashboards © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 47
- 48. Prioritize just likeyou read Left to Right Monitoring and Managing © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 49. Responding to Events MentionDirect Message New FollowerFavourite © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 49
- 50. Getting to KnowPeople © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 50
- 51. Blogging © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 51 Blogs are a good way to drive traffic to your web site, establish you as leader/expert and share others’ content (as associating yourself with others helps your credibility). Like many marketing methods, if you are going to do it yourself, you really have to like doing it and want to do it for reasons other than marketing. Write good stuff! Guy Kawasaki Explains How Entrepreneurs Are Getting Social Media All Wrong: “My recommendation for SEO is very simple. It’s Write Good Stuff. In my mind, Google is in the business of finding good stuff. It has thousands of the smartest people in the world, spending billions of dollars to find the good stuff. All you have to do is write the good stuff; you don't need to trick it. Let Google do its job and you do your job."
- 52. Some quick bloggingstatistics: • 181 million worldwide • 50% women 18-34 • 1-in-3 bloggers moms • 70% have gone to college • 3x more likely to be active on social media • 1-in-4 active web users are bloggers • 30% of blogs are consumer-generated Source: Nielsen© 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 52
- 53. Some quick businessblogging statistics: • 60% of businesses have a blog • 35% actively blog once a month • 65% haven’t updated their blog in over a year • Businesses with more than 50 blog posts experience 77% increase in monthly leads • B2B blogs generate 67% more leads per month • B2C blogs generate 88% more leads per month Source: Blogging.org© 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 53
- 54. So, should allbusinesses blog then? That depends… If you’re blogging for the right reasons, then Yes. If you’re blogging for the wrong reasons, then No. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 54
- 55. The right reasons: •You’ve got something to say • You have a dedicated time to write • You have a blog strategy • You have a content calendar • You will be measuring • You will be consistent • You will be open • You have it aligned to your brand © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 55
- 56. The wrong reasons: •Your competitors are, so you should • “Every business should blog” • It will Power Ranger your SEO • You think the words ‘blog’ and ‘blogger’ are kinda sexy • You got a good deal on a FlipCam © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 56
- 57. Blogging and marketing– goal #1 •Thought leadership •Awareness •Visibility •Promotion © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 57
- 58. Blog Post Writing101 • Be specific. Pick a topic for each post and stay on it. • Use language that creates excitement & interest. • Use a template for a standard format and to organize your thoughts and ideas. • Link to additional content sources on your own or others’ web sites. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 58 Core Topic/Theory/Issue Opening paragraph with summary of topic and key concept. (Set some tension here pros & cons of the issue. You can make slightly controversial statements here.) Counter Theory/Issue Discoveries, advantages &/or obstacles. Elaborate on Theory/Issue Describe what it means, what your opinions are. Conclusion/Guidance End with Insight - Solutions/Suggestion (Bullet points) ALWAYS end posts with some sort of important question. You want people to engage, to comment, to argue, to ask more questions.
- 59. Sample Post Usingthis Format © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 59
- 60. Blogging and marketing– goal #2 •Product •Sales •Leads •Acquisition © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 60
- 61. Blogging and marketing– goal #3 •Retention •Customer Feedback •Focus groups •SCRM © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 61
- 62. Putting it alltogether © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 62
- 63. Sample Event Content ©2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 64. Evolving Content © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 64
- 65. Collective Use ofContent Collectively, different people in different roles, with both separate and shared goals, used all of these types of content in various integrated combinations for this event: • Business and personal blogs • Social channels Twitter, Facebook, LinkedIn, G+ • Web linking and back-linking to sponsor organizations • Email marketing campaigns • Print media and advertising • Good old fashioned phone, email & F2F invitations © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 65
- 66. SMB Web +Content + Social Example © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 67. Content Map -Example
- 68. Look! They match! ©2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 68 Consistent brand image, styling and voice on web site and social profiles.
- 69.
- 70. Blog • Great Placefor new or reno design inspiration! • Ongoing topics: building permits, new home how-to, gallery highlights, testimonials Twitter • Design philosophy, construction considerations, before & after gallery, featured plans, #newhome, #homedesign, #contractor • “First we make it work, then we make it look good. Elegant simplicity in #KW #newhome #design http://sqz.co/x2A4FfR “ Content Plan - Sample © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 71. 15% increase inweb traffic to website 15 new Regional followers Connect with 5 new regional contractors 25% increase in contacts via website email, blog or social requests Monthly Goals - Sample © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 72. How Do IKnow What Is Working? Content Map Analytics Performing Content & Behaviors Identified © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 72
- 73. Measurement Evil = Anythingcan be measured Essential = Analysis that turns data into actionable intelligence. the devil is in the details © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 74. • Biggest evilof all: most orgs don’t bother to ask customers what they want before planning social strategies. • Mindless measurement: tracking stats without setting goals. • Metrics without analysis and action aren’t worth tracking at all. • Customers will measure you by their own set of metrics, which might be far different than your own. Find out what they want. • Metrics must be tied to business goals, events, and KPIs. • Metrics are rarely static. You can support dynamic changes by implementing a repeatable process for measurement, analysis, & action. EVIL ESSENTIAL Evil & Essential © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 75. Mastering Metrics • Singularmetrics aren’t useful. Metrics should be grouped and compared from multiple pivots. (i.e. channel to channel) • Metrics are rarely static. Have core benchmarks, but tweak, refine and add as you surface new intelligence. • Segment metrics based on use cases and jobs to be done – not just revenue. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 75
- 76. Wrong Answers Vs.Right Questions © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 POINTLESS ON POINT We got 10 new followers this week! Of the 10 new followers we got this week, 4 of them joined our community after liking post X, and 3 of them shared it along to their followers with positive sentiment. Post shares are up! Post shares are up by 12% over last month. Three key posts contributed to this: X, Y & Z. 3 people commented on that post! Of the three people that commented on the Strategy post, two thought it was smart, and one added further suggestions we can incorporate into additional content. 76
- 77. Mindless Measurement Arm decisionmakers with actionable intelligence; NOT empty metrics. “WOOT! We have 10 new followers!” just doesn’t cut it. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 78. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 EVENT-BASED LISTENING ALL businesses share one commonality: Large or small, every organization has events. Before DuringAfter 78
- 79. Types of Events •New blog posts, mail campaigns, product launches, sales/promotions, conferences, webinars, even things like relocation of an office facility. • Service disruptions like RIM or Rogers outages. • Even a tweet is an event. Especially the snarky ones. ;) • Events may have additional (tightly and loosely) related events – Press release, analyst opinion, stock price decrease, pissed off customer, lost follower, great testimonial. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 79
- 80. © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 CAUSE TO CORRELATION Monitor Feedback Assign Action ProcessResponse Analyze Tweak Share 80
- 81. Snapshot Analytics © 2013Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 81
- 82. Which channels fromwhich regions? © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 82
- 83. Is anyone readingwhat I post? © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 83
- 84. 1. Link toone of my blog posts. 2. Number of people who clicked in to read the post directly from the link I shared on social channels. 3. Total number of people who clicked on this shortened link. This means others shared the link, too. 4. Number of people who ‘faved’ the link in twitter. Content Performance – What are they reading?
- 85. Events > Metrics> Results © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 •Exclusive sale on Twitter generated 1,200% ROI in 24 hours on promoted tweet. (Twitter, 2011) Bonobos •Online community drives 56% increase in Gen X customer base versus year ago. Charles Schwab •Friending Honda campaign increased Facebook fans from 15k to 422k, generated over 3,500 dealer quote requests. Honda • 75,000 product and service ideas suggested. (Forrester, 2008) Starbucks • Exclusive flash sale on Twitter raised the maximum $50,000 in charitable donations for Stand Up To Cancer. It was also one of the top five sale days ever for the airline. (Twitter, 2011) Virgin America • Exclusive flash sale on Twitter drove 25% increase in sign-ups over the previous week to Elevate, Virgin America’s loyalty program. (Twitter, 2011) Virgin America Source: http://www.dachisgroup.com/2012/01/social-business-roi-examples/ 85
- 86. Acquire Reward Retain Value Chain –Community Lifecycle Reward your connections - new or existing, leads or not – with consistent value. © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 87. Tools & Technology Werecommend these additional tools. All have free versions available: © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 87
- 88. So… to recap. StrategyBrand Content Consistent Relevant Monitor Manage Measure © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 88 If you want to reach higher levels of success as a social business, just follow these steps.
- 89. We’d like toextend our thanks to all of you for attending the Summer Company Social Media clinic today. We hope we achieved our objective so you feel more powerfully armed with useful marketing and social business knowledge. Thanks also to Rob Clement for inviting us to provide this session. If you learned beneficial skills here today, don’t forget to mention that when you complete your feedback forms at the end of the Summer Company program. Give lots of kudos to Rob and the rest of the Great Team at the Waterloo Region Small Business Centre ! And if you didn’t learn from the session and enjoy it, please BLAME Kelly. Not Rob, not Gord. Our Thanks To You © 2013 Aptisense #SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62
- 90. Q&A © 2013 Aptisense#SummerCompany Social Media Clinic Presented by: @krcraft & @gdiver62 Connect with us: LinkedIn: Kelly Craft Twitter: @krcraft LinkedIn: Gord Diver Twitter: @gdiver62
Editor's Notes
- #5 We’ll walk through the key elements of an evolved social strategy today. Now, we keep in mind that we have folks here today from both ends of the spectrum – those just starting out with social media, and some who have been participating on social channels for several years. As such, we’ll try our best to
- #13 Social media is Pervasive – It is absolutely everywhere. Whether or not you or your company are participating in social, you can bet members of your customer community are. Social Media brings an entire new dynamic to the term word of mouth. It is a space where we can engage with multiple key audiences at once. Yes, it allows us to mine for leads, but more importantly, it allows us to build communities and our relationships with partners, customers, teams, vendors, industry voices, and the public. Why do we want to build stronger relationships? Because building better relationships helps us better understand the needs and goals of all of our constituents: it gives customers a voice, allows partners to cross-promote products and services, can result in important feedback, and it results in a constant cycle of learning for all involved.Participating in Social media is more than having an account on websites like Facebook and Twitter. It is a communication shift between people, companies and brands and you will benefit by being a part of it. But before we dive into the big social sea, its helpful if we truly understand why we are doing it so we can align it with new or existing business objectives, then establish supporting processes and routines, and plans for measuring our successes in aligning our goals.
- #16 Whether you are working on a long term strategy or a short-term campaign, successful plans all share these commonalities: Clearly defined objectivesSocial media monitoringChannel and content plansMeasurement and Analytics The combination varies from client to client but its really important to have these cornerstones to build a proper strategy. This is intended as an introduction to social strategy, I’m going to cover off each of the cornerstones.
- #18 The better you understand the concepts illustrated in this guide, the better you’ll be able to craft a strategy.1. Understand what you want from participating in social media:Branding: building or maintaining an image or reputation.Direct Sales: selling a product or service directly to users.Indirect Sales: converting a user into a customer through the use of a conversion funnel.Research: finding out insights about your customers, your market, or your industry.Customer Service: helping users who are already customers.Collaboration: helping employees learn & communicate with each other (and your customers).2. Understand the issues & opportunities associated with each potential social media channel.3. Select channels, and set realistic benchmarks. Understanding how different networks grow, and what to listen for is key.4. Never stop testing, evaluating, and learning from the communities you participate. It’s better to participate in fewer channels effectively, than it is to try and participate everywhere the “fish” are.
- #20 We’ll try to offer you the big vision, but it takes time and effort to evolve your strategy. As long as you keep the cornerstones in mind by starting with clear goals, a defined ‘voice’, and continue to tweak-as-youNever seen it work effectively when brands try to ‘sell, sell, sell’ without also doing the relationship building.-go, you’ll continue to refine your strategy. And we’re always here to help if you get stuck.
- #29 Once you have established goals and have an idea of where your various audiences are, create a ‘Voice Profile’ for each social channel you plan to be active on. Don’t need fancy tools. We just mock these up in excel and share with entire team – and the client.Who will you follow?What content will you share?What are relevant hashtags for your industry?Do we follow competitors?What do we tweet about daily? How often?What goals will we measure daily, weekly, monthly?What processes do we need for ops escalations?Sources for content:Google searches and alertsHashtagsImage mapsWebsiteOther blogsThought leaders
- #31 Blogs:Generally, blogs work better for B2B brands because they require a certain level of prior knowledge and interest. The effort required to follow blogs generally means that the audience already has an interest in the industry. That is why there are so many industry-based blogs.B2C brands can still take advantage of 3rd party blogs; but generally don't get the ROI required to justify maintaining their own blogMicro-Blog:For a similar reason, B2C brand's likely won't find the value in maintaining a micro-blog. However there are exceptions, and this particular channel is evolving.B2C brands are starting to exploit micro-blogging for customer service. Additionally, some B2C brands are figuring out ways to integrate the real-time functionality of micro-blogging platforms into their marketing efforts.I maintain, that at the present time, this channel is still better suited to B2B brands; but I can recognize that it has value for B2C brands.Social Networks:There are many types of social networks; many niche social networks are specifically designed for B2B brands, and, therefore, are better suited for them. (e.g. LinkedIn)Excluding those social networks that were designed for a niche market; I suggest that social networks are better suited for B2C brands. The reason is that brands can take advantage of being introduced to their potential customers through their friends.People have the ability to 'discover' brands their friends like. Additionally, many social networks offer in-network multimedia communication options. Example: Facebook allows you to create a dialog with your audience through images, video, text, and interactive applications; while Twitter allows you to create a dialog using text & links only.B2B brands definitely should take advantage of social networks; but many social networks are better suited for B2C brands.Video Sharing:This channel was close to being equally suited for both types of brand; but due to the nature of many recent viral video's and video channels, I suggest this channel is better suited for B2C brands.Again, it would be a mistake for B2B brands to ignore the potential of this channel; but this channel is often used as functional support to a B2B campaign; rather than the crux of the campaign. (A great exception would be the BooneOakley linked Youtube video set)Social Bookmarks:Easy to maintain, and easy to integrate into campaigns. Although these bookmarks might be used more by B2B customers; the SEO opportunities, and findability support makes them just as useful for B2C brands.In my opinion a good social bookmarking strategy is rare, but could be powerful. If you examine the engagement options available through sites like delicious, stumble upon, and digg; you'll quickly realize that many B2C campaigns do a very poor job integrating this channel with their campaigns. The potential is there, but unrealized.Image Sharing:Again, it might seem that this channel is made for the B2B market; but I've seen many great B2C campaigns that involve image sharing sites. Although not as engaging as video sharing sites, image sharing is quick and easy to use.The integration of image sharing in B2C campaigns helps me conclude that this channel is just as good for the B2C market as the B2B market.Podcasts:In the same way blogs are better for B2B brands; I suggest podcast are better for them as well.Again, there have been B2C branded podcasts that discuss relevant issues to their target audience; but they rarely produce the ROI required to produce them. Many B2C brands that attempted to produce their own podcasts have discontinued their efforts in favor of sponsoring a 3rd party podcast.
- #38 So we’ve talked about how to share, but WHAT should you share?Content doesn’t just mean blog posts, it can be anything that anything that adds value to your community. It can be news articles, white papers, daily special offerings, sale notices, videos, other tweets, blog comments or discussions, links to your web site, radio/tv/print ads, or cute pictures of kittens.The key is to understand is that people buy, sell, trade and discuss your brand based on the content you provide them with that adds value to their day or makes the job or decision-making easier. How do you find great content? Let’s explore the many sources.
- #40 There are many ways to organize and source content, but its helpful if you have a simple framework to work with. We manage it by categorizing our sources of content in this way, not just to have a guideline for discovery of new content or reuse of existing content, but this can also be important when it comes to our campaign and content analytics, just like we categorize other marketing efforts into buckets like: print, radio, tv, etc. The three main categorizations we use are:Internal – content that we ‘own’ or have created ourselves or for our organizationExternal – content that is created/owned by other individuals or organizationsEvolving Content – these are often most readily found via social channels where trends can surface in seconds. An example of this might be a local snow storm. If it will impact your business, this is content you might want to share on the fly. Likewise, you might be attending an local event like this summit and will see interesting trends bubbling up through the social streams as people attend each session and the keynote. Evolving content is usually unplanned and moves rapidly through social channels. We share content with our audience because we all have a common interest. We can expect that the same theme will be covered in various sources of content we curate or discover. Content from all sources should be integrated to deliver your message to your audience to effectively meet your goals AND theirs.
- #41 I really want to cover what a hash tag is so you are comfortable using them. Hash tags begin with # and are used as themed keywords or topics in a tweet. Hash tags allow us to categorize messages for a variety of uses. Searching a hashtag will allow you to find any posts that have included the hash tag because it is (hopefully) relevant to the topic of their post. Searching a hash tag is a good way to do ‘click learning’, as well as monitor trends, news and events on a specific topic. It can be a very effective method to discover new thought leaders, sources of content and news items. In this example, hash tag #socbiz on the left is one both of us follow and tweet under regularly, as it is a key part of our business. We both learn and lead in this industry by using this hash tag as a consistent theme from some of our content sharing. On the right, we use the more targeted hash tag #socbizWR to direct news and events to a more regional audience, and in conjunction with other regional folks in the same industry. Notice the results for each search are all related.
- #42 I have to admit, my experiences have given me the advantage in determining where specific types of campaigns will thrive. Today, we are going to start with Twitter because that is the most relevant channel for our campaign examples today. For you it may be Facebook, LinkedIn or even Google+, depending on your goals.One of the first daily actions you should take, regardless of your goals or channel, is to look for signals that someone wants or needs something from you. Typically, in Twitter, that is in the form Mentions, Retweets or Direct Messages. It is a good idea to respond to these types if interactions first.
- #43 Let’s review some tips to help guide the way you craft and share content. Its always a good idea if you can to leave enough characters so others can easily retweet your message; especially if it’s a key learning, make it easy for your audience to reshare. Also note that its ok to slightly modify the tweet as long as you don’t significantly alter the original message. When crafting social updates it’s a good idea to use a URL shortner like bit.ly or the one native to hootsuite or twitter. In fact, we are going to show you a really cool URL shortner called Squeeze a little later on. Where possible, if there is enough room, add your own comments to help your community understand where you are coming from. Where appropriate, include hash tags in your content to help categorize it for sharing with a common audience.When you share your content consider first who you want to share it with because this can influence your decisions on visibility.
- #44 Visibility filters exist across all social channels. What you are trying to achieve with your message will help you determine what choices tomake in regards to visibility. I know you guys are sick of seeing Kelly, but she actually uses these visibility controls on a regular basis. Let’s review the elements of visibility: By putting the period in front of the handle, Kelly opened up the tweet to be more visible so other people in her stream could see it. She did it because she definitely wants Jen to see it, but it is such a great piece that she wanted others to be able to see it and join in on the conversation. If there is text before @ sign, like this second example, it can be seen by any of Kelly’s followers and if she mentioned someone, which in this case she did, by any of their followers. If the very first character in your tweet is an @ sign, the tweet is considered, by twitter, to be a reply and can only be seen by a recipient who is following both of them. So, in this example, Kelly can see it, Julie can see it and anyone of their reciprocal followers. We recommend you investigate the visibility elements of each social channel so you understand who can see your content and how you can influence it. Now let’s talk about handling and responding to activity on your account.
- #45 This is not an absolute – remember, a framework is not an excuse not to think. This twitter sample is simply a suggestion for one format you can use. And not for every tweet! But for key information you want to share.
- #47 Never share something you haven`t viewed, watched, read or listened to first…EVER! Trust us on this one, We`ve seen it all. You can make a million other screw ups when you tweet but sharing without reading is one of the riskiest. And if you`ll note, we really want you to have this as a key take away. So we`ve made sure this point is highlighted big and bold and less than 140 characters because we want to make it easy for you to share along your social channels.
- #48 Let’s begin with a social dashboard which provides a snapshot of your activities. Since we’re working with Twitter right now, let’s look at some social dashboards that enable multiple channel feeds and multiple social profiles.You may be familiar with Tweetdeck or Hootsuite, both are social dashboards and both platforms have their merits. We can give you guidance on one over the other but it really depends on your goals. We highly recommend you discover for yourself which you prefer. They are both free tools so have some fun! If you do have further questions don’t be shy to find us afterwards or tweet either @carlabowes, @krcraft, or @DashDG and we’ll help you out.I will be using Hootsuite for this demonstration but I can guarantee Kelly is using Tweetdeck in hers.
- #49 This is what our dashboard looks like in Hootsuite at the moment. This is never a static view, it is dynamic and changes often depending on our current goals and activities.You’ll note that ours probably looks a lot different that your own if you are using tools like this. That’s because we practice prioritizing information in the same way that we typically read. Start at the beginning, reading left to right. So let’s explore how this works:We currently have added a column for #SMBWR on the far left. Why? Because when we log in to check our streams, this is where we both want and expect to have the most activity right now, because we are focused on a key event/campaign activity this month – the Knowledge is Power Summit. We know that as a sponsor and participant, SMBWR and the community are key marketing partners invested in the success of the event. We want to know and share the same message, plus we want to monitor for any pre-event feedback from attendees who might have questions or specific goals.What we’re excited to see in this example is a consistent trend that so many people were excited about the event and encouraging others to register. That’s a vibrant community with a shared interest in knowledge sharing and learning. That’s the same type of response you want your own community to have when you put forth interesting content.The second column we have here are our mentions. That is because we want to know how our own messages are flowing. In this example, we can see several folks recently retweeted our message. We have a shared goal. We might thank these people for the Retweet, but in this case, we’re all well known to each other and are cross-sharing anyway. So we reciprocate through sharing their content too, not just with a “Hey, thanks for the RT.”In example #3, we have Gord Diver, an alliance and community advocate. Gord shared not just the info about the summit, but he in fact shared our own original content post about the summit. Then he followed up with his own invitation to join him specifically at the event. This is a very effective approach to networking. Aside from sharing his own messages along by retweeting this, we also ‘thank’ Gord for his ongoing efforts to help spread smart social business knowledge by getting together weekly to share breakfast and swap news and strategies to extend regional learning. Lesson here: You don’t just have to reward your community members online, you can build on the relationships developed online by carrying them forward in real face-to-face friendships and alliances.While the smbwrhashtag is really important leading up to the event, we also want to track learnings and feedback after the event, too. For this purpose we’ll be monitoring the event hashtag #socbizWR (note that it is on all of our slides) Also note if there is a key message it will be on the slides in orange and it will be retweetable. We’re hoping you will continue the conversation through this hashtag for a long time to come.Please note that there are 3-4 other columns over to the right that include the whole stream, new followers, etc. Might look overwhelming, but it truly isn’t once you get the hang of simply prioritizing the streams in order of importance. It won’t take you more time, it will ultimately help you be more efficient and use your social update time more effectively.
- #50 There is no structure, format or guideline of exactly how you should respond to a tweet, mention or retweet. How you determine how you will respond depends on a number of factors:What is your relationship with that person? Do you know them already? Did you just meet? What is their role with your business? Are they a customer, lead, affiliate, employee? Ask yourself why the person reached out to you. Can you help them with something? Did they have something to say about content you shared? Are they helping you enhance your content and add value to your community? Later on in this session, we review customer support processes that help employees track and access communications and activities of someone who has a relationship with the company.Being able to access this information could be useful in your responses. For example, it can help you see if the person has received support on the same topic their message is about or has requested support and not received it. Having access to the information will really help you identify how you should respond and let you get an update so you are not caught off guard. Favourites are another type of interaction, but don’t be fooled, just because someone favourites something you posted, don’t assume that means they like it. ;)Quite often, people use favourites to mark something for later reading, or because they want to comment on the related link, or in the best cases, this might indeed be content that we may wish to share again later, or write our own post about.Favourites can be used in any way that suits you, but keep in mind the same is true when others favourite your links and posts.
- #51 When we see an interaction by someone we do not know, like a new follower, it can be worthwhile to invest a bit of time to Get to Know Them!It can be helpful to ask yourself how they might fit in your communities and how you can be added to theirs? Would they provide value to your audience? Do you find them fascinating? Do you want to help them achieve their goals? In this example, which is a well-crafted social profile BTW, we quickly learn:About James core businessBusiness vision/missionThat he is also founder of SMBWR Where he is located geographicallyThat the org has a blog we can check outAnd that we share associates and community membersAfter you’ve explored the profile, Ask yourself how you can draw them into your community or share their ideas, insights and services with your community. Building the strength and value of your community is just as important as hammering away at your own goals because a thriving community inherently helps achieve your goals. When deciding who to follow, explore these questions:What do they say about themselves? How active are they? Do you share followers? Do they have a website or blog? What lists do people have them on? This always really fascinates us, because they have no control over this. This is how others perceive them, not necessarily how they perceive themselves. Do they have content you want to share with your audience or that your community might be interested in? Why did they reach out to us? When did they reach out to us? Before an event? After? In relation to a specific tweet, piece of content or update we shared?What you are doing here is getting to know them better so you can have a better understanding about what motivates them, and their possible role in your community, and your own in theirs. It does take a bit of time, but soon it becomes a habitual process and just a part of your regular routine. You learn to quickly spot shared interest and value. This is part of truly building a community, not just messing around on social media. And never feel obligated to follow anyone back. We’ve seen social success stories with both types of following practices:Reciprocal, where you follow back pretty much everyone who follows you, unless they’re spammer or barely-clothed bikini babesTargeted follows – where you will see a brand with 20K followers, but they only follow 200-300 industry related accountsBoth approaches are fine. Just pick the one that is best for your industry or approach and stick to it.If you decide to follow because you’d love to have them as part of your community, don’t just push follow and move on. Follow them and reach out! What you do next is likely the first interaction the person has had with your brand. You should be proactive not passive. Where possible try to find original content from them. This can be an interesting tweet, sharing a post from their blog or asking about their company product and services. That’s a lot more effective than, “Thanks for the follow!”
- #64 So, let’s explore further the internal, external and evolving content we’ve been using to help make this summit event a success.We shared the Social Summit event and registration page (external)We read and shared other speaker’s blogs about the event or in preparation for their sessions – James did this really well (external)We created our own blog with a brief write-up about the advantages of attending to learn, meet others and swap social business stories (internal)We listened, shared and reshared tweets and updates about the event in other channels WITH news about the event (evolving)Let’s have a look at some of the evolving content that surfaced from the events content.
- #65 As I said earlier, evolving content is often most readily found on social channels where trends can surface in seconds. We can see a variety of evolving content that surfaced after ourselves and the Knowledge is Power team shared the content. The evolving content includes others sharing with their communities, comments highlighting the value of attending and people networking and letting others know they are attending. Uncovering evolving pieces of content AND integrating them with your internal and external sources is a successful content strategy that we have seen contribute to building strong communities and connections.
- #66 The story here is that successful social folks create content, share other content, and integrate all sorts of content in different configurations to support both their own, and the goals of the event organizers.That’s exactly what we hope you learn to do as you delve into social. It’s all about shared goals and purposes. Building your business, building communities, and helping others build theirs effectively, too.What really made this work so well? The content map is a big part of that.
- #67 Our friend, Ray Kitzman, (I think he might even be here in this session), kindly allowed us to use his Architectural Design company as an example, as they are currently crafting their social media strategy, after having success already with their latest SEO efforts. As you can see, AptiDraft has a well-constructed web site. That’s a good place for all of you to start thinking about the collateral you already have, and how to shape your social messages.
- #68 Images, faqs, ‘blog’ posts, core mission details - translates to profile TestimonialCorporate culture – philosophyWhich channels for which content?
- #70 AptiDraft has very respectable positioning in Google rankings. Whatever they are already doing with keywords and adwords is working. Those same keywords should be judiciously laced into both newly created content, and in some of their social update posts. Chances are, some of those same successful keywords will also be relevant hashtags on social channels.And since there are so many non-profits in the room, we’d like to pause here to mention that if you are a non-profit, you may be able to apply for a grab to obtain free google ad-words. If you are interested, see Gord later and he can tell you a bit more about.
- #73 Using a content map in part with analytics and intelligence from a tool like Squeeze can help you identify how content performs across channels. This is an effective pairing that can help you refine your strategy to achieve better results. For this demonstration, I'm going to use Squeeze because it is a bit moreadvanced and compares the performance of different types of content across different channels. Kelly’s next session is on analytics where you can learn how to gain actionable insights from content performance. For this session, we’ll look at some of the data at a high level since it is going to be covered in-depth in the upcoming session. When looking for trends to identify why a piece of content was successful or not, you may want to view the content from multiple pivot points like we are able to in Squeeze so that we are able to better understand what motivates our audience. Using a content map along with analyticsdata can be a good way to effectively identify what is working and what is not so you can tweak your approach in real time.
- #74 Instead, focus on the business outcomes of the account, whether it be for being involved in influencing them, transacting leads or conversions, fostering word of mouth, improving customer service and support, or generating ideas for future products or the brand.Don’t focus solely on fans and followers as a primary key performance indicator, instead focus on the business goals the fans and followers yield for you.
- #75 Sales teams run on specific metrics, while customer service departments operate on an entirely different system. Each department’s success measurements for social media should be based on their specific goals and metrics.In the Kraft story, R&D would be most impacted by number of people who want a real rainbow oreo cookie. Could spawn a line of colouredoreos, even if they cant create a rainbow one.
- #76 All Activities can & should be evaluated onThe Value-perspectiveThe Customer-perspectiveThe Experience-perspectiveThe Relationship perspectiveThe Network-perspective
- #77 Trust me, if you gave me a report that had any of the above in the ‘useless’ column, I’d give you the stink-eye, grill you endlessly, and I’d start checking out resumes for your replacement.
- #78 This is what it looks like when someone hands me a report that says, “We have 10 new followers!” They get the stink-eye, grilled endlessly, and I start to rifle my fingers through the stack of resumes on my desk.And I am not alone. You need to arm decision makers with actionable intelligence. NOT empty metrics.
- #79 While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesALWAYS CHECK YOUR BASELINE AND BENCHMARKS BEFORE, DURING, AND AFTER EVERY EVENT.
- #80 While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesWith that basic shift in perspective, business users can now begin to ask relevant, intelligent questions to determine where listening, engagement, response, community building, follow-ups and sentiment might fit into their business processes and KPI’s at each phase. Using the event method, you have: two kinds of listening/data mining/analysis - confirmation (searching for knowns) and discovery - searching for unknowns using layered data that builds over timeand two kinds of responses - real-time recovery/action and longer term strategies/initiatives generation
- #81 Despite the advances in integrating social media into business communications, the majority of companies we’ve spoken or worked with don’t have any sort of standard frameworkin place to measure it’s value. This is true of not only companies that are beginning to engage, but many of the companies who have been present in social channels for several years.Orgs large and small need a framework to help them understand their:Activities:Listening – collecting data, experience and sentimentAnalyzing – identifying and extracting target data setsAct – engage -> content developed. Listen, report, tweak content, engage. Repeat in an ongoing tracking cycle. customer needs, collect data, identify and extract
- #84 If you notice you are not getting results Change something. The images here represent both summit-related content performance and how we pivoted to improve.When we look at reports like this we might assume that twitter is our top channel for building our own community, but what does it really mean? Nothing unless compared to other metrics! So where do we begin?Recognize your audiences are not the same.What does each audience want/value from us?Also consider ]What is it that interested them? What is common in each channel?You must consider WHY Twitter and Facebook content were more successful than LinkedIn or Google +. Was the tone of the post different from one channel to the other? Was the time of day different? Were the number of posts different? Was the topic different???In this slide we see a direct example of cause & effect: Over the past 30 days, we split updates and content across all of our top channels on varying topics, but in the past week we deliberately focused more effort on summit related updates on twitter, because we learned through the analytics (using this report and others) that more of the attendees were actively reading and sharing summit content on twitter in particular. As a result of tweaking our own activities, we indeed saw a huge spike in content consumption and sharing via twitter in the past 7 days. The summit is a popular subject of interest and It is most popular on twitter. Therefore, let’s put most of our social efforts for this event into twitter activity.
- #87 Laurie “theme really is provide value” (LIKE) Everyone here today is part of a small or medium business. Your company goals are to acquire more business. In the social sphere, that means more followers, more conversations, more relationships. Some of these relationships lead to business and some do not but regardless of the outcome, we should award these people for their effort and engagement. We want to reward them so they are interested in continuing to build their relationship with us. Insert definition of reward??? So using Podio, let’s look at how we can bring this full circle.
- #88 Some tool sets specialize in tracking unique metrics specific to only one or two channels. Others span many channels, including traditional marketing and media. These tools go well beyond likes and followers. One tool won’t always answer all of your questions, but having even one tool is better than having no tools at all. For smaller orgs, using Google analytics in combination with reach measurement tools is a good starting point. Tool selection is dependent upon:Channels is useListening/analytics onlyOr full suite with dashboard, scheduling, team collaboration, etc.
- #90 Notes:As a thank you to all who have attended our sessions today, we’d like to offer each of you a mini-audit of any one social profile/channel you are currently using. We will provide you with a short review including: •Three suggestions for improving presence on the channel.•Three suggestions for additional content sources for their field or industry.•An overall recommendation for strategic improvement. There will be a button at the bottom right of our home page that links to it and the promo code is DDGSMS25 and is needed for submission. Please look for it at the end of today. If you have any trouble finding it please send us an email or a tweet!