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Measuring Social Media ROI
The document outlines a session on social media ROI led by Brian D. Swanson, emphasizing the importance of strategy, effective content sharing, and audience engagement in social media marketing. Key points include the need for proper targeting across different platforms, authentic interaction with audiences, and measurement of social media's impact on SEO and engagement. It also discusses various social media metrics and the balance between marketing authenticity and engagement.
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Measuring Social Media ROI
- 1. SOCIAL MEDIA ROI SESSIONE-1 Brian D. Swanson - Flashpoint Marketing
- 2. Speaker Introduction 15Years Accounting Marketing & Business Development Experience Former Big 4 & Regional Firm Marketing Director SEMPO Certified in Internet Marketing SEMPO Certified in Advanced Search Engine Optimization 5 Years Social Media Marketing
- 3. Group Audience Poll HowMany Are Currently Using Social Media to Market Your Firm?
- 4. How Social MediaWorks Let’s Get Very Specific Today!
- 5. Purpose of SocialMedia
- 6. Functions of SocialMedia Purpose for Using Social Media: Enhance Search Engine Optimization(SEO) Share Thought Leadership Engage Clients & Prospects Recruiting Manage the Firm’s Brand – Informal Access Advertising - LinkedIn
- 7. Focus & ROI HowYou Use Social Media Will Determine How You Measure ROI Let’s Discuss Strategy!
- 8. Effective Social MediaMarketing What are you sharing? Engaging Content Proper Targeting Where are you sharing it? Measurement How are you measuring activity? Interaction How are you interacting?
- 9. How Do PeopleReact? How Alluring is The Content Your Sharing?
- 10. Assess Your ExistingContent Reflect on Your Content: Us versus You Audience Relevant versus Irrelevant Overly Technical vs. Common Language Current Events versus Months Old News Interactive vs. Static Social Media is The Tool Through Which Content is Shared!
- 11. Develop A Strategy •What is/are the objectives of our strategy? • Who Are You Targeting – Different Platforms for Different Targets (Recruiting, Clients, etc.) • What Type of Content Does Our Target Want? • What Information is Our Audience Searching For? • How is Our Content Reinforcing Our Brand Promise?
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- 14. Content Sharing Ideas •News – Firm or Industry • Behind the Scenes Content • Top 10 Lists • Presentations • Infographics • Videos & Images • Stats & Facts – Industry Studies, Surveys
- 15. Proper Targeting There AreSo Many Social Media Platforms Available Where Should You Be Targeting Your Efforts? Should I Invest Time On New Platforms?
- 16. Social Media Participation AssessHow Your Audience Spends Their Time
- 17. Most Effective Platforms •Facebook – 845 Million Users • Twitter – 300 Million Users • LinkedIn – 135 Million Users • Google Plus – 62 Million Users • YouTube – 3 Billion Video Views Everyday
- 18. Talking vs. Conversation AreYou Engaging Your Social Media Audience?
- 19. Your Approach CreatesValue Reflect on Your Approach: Manually vs. Auto Managed One Person vs. Multiple People Commercialized vs. Authentic Business vs. Personal Focus Firm Centric vs. Topic/Audience Centric Questions/Surveys vs. Firm News Items
- 20. Authenticity Focus OnAudience - Individualized Listen To Your Audience - Content Interact With Followers– Respond to Posts, Comments, Re-Tweets, etc. Genuine & Consistent Content Create A Good Experience – Keep Them Coming Back
- 21. Strike A Balance MarketingAuthenticity & Engagement The Sweet Spot There Is a Proper Balance For Your Audience! Authentic vs. Transparency
- 22. Authenticity Examples Demonstrating The Firm’sCommitment to The Community
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- 24. Group Audience Poll HowAre You Currently Measuring ROI for Social Media?
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- 26. Measuring Return Important SocialMedia Metrics: Mentions Sentiment Reach - Fans/Connections Action - SEO Impact Introductions Made Questions Answered Engagement - Number of Leads
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- 28. Google Analytics Provides Metrics onHow Social is Impacting SEO Click Here to View Social Analytics
- 29. Google Analytics Very DetailedTraffic & Site Performance Metrics
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- 35. In Perspective Key Takeaways Measurement = on How You Use Social Media Leverage Effective Content for Sharing Interaction - Be Authentic and Audience Centric Right Platform = Right Engagement Measuring Return is Not Always “Black & White” Platform vs. Global Measurement Tools
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Editor's Notes
- #18 Facebook is not just personal profiles for sharing photos of your dinner with your uninterested friends. It is actually a hugely important way to get thousands of people interacting with your business online and offline.Twitter – Excellent for following people in your industry, thought leaders, reporters and even for lead generation.LinkedIn – Excellent for recruiting and attracting prospects to your firm. Also a good forum for connecting people. This is Google’s reply to fears that Facebook is taking over. Its all about integrating your online social media life with your search engine
- #26 Measuring ROI on Social Media is Like Measuring the ROI of a Relationship.Similar to Putting a ROI Measurement on Your Office Phone System