Social Media Explained: Measuring the Unmeasurable
1. Social Media Explained
Measuring the Unmeasurable?
Presented by Mike Daniel
Digital Marketing Manager
Destination Marketing – Seattle, WA
Twitter: @mikejdaniel
2. What is Social Media?
Tools that allow groups to
generate content and engage in
peer-to-peer conversations and
exchange of content.
3. Social Media creates kinship
between companies and
customers, and kinship equals
purchase intent.
4. The goal of social media is to turn
customers into a volunteer
marketing army.
5. Social Media allows every
company to be its own TV
station, magazine, and
newspaper.
7. “Social Media is like teen sex.”
Everyone wants to do it. No one
actually knows how. When finally
done, there is surprise it's not
better.”
Avinash Kaushik
Analytics Evangelist at Google
14. It’s a time vampire.
One hour here, ahaha!
Two hours there, ahaha!
15. It’s a time vampire.
One hour here, ahaha!
Two hours there, ahaha!
But it can be
worth it!
16. But, what are some of the
qualitative benefits:
ü Brand Loyalty
ü Building Trust
ü Creating Passion
ü Promoting Interaction
ü Brand Awareness
17. What is quantitative social success?
ü Number of conversions
ü Reductions in support costs
ü Increase in search engine page rank
ü Number of blogs linked to you
ü Number of people in specific location who
follow on Twitter
ü Increased brand awareness
ü SALES + NEW CUSTOMERS
18. Why use Facebook?
ü Over 600 million users (1 in 13 people on Earth!)
ü 71% of U.S. web audience has a profile
ü Average user spends 55 minutes per day
ü More than 100 million active mobile users
ü More than 5.3 million users visit company
profile pages each day
19. Benefits of Facebook
ü Share messages with customers in real time
ü Offer incentives to share information (ex:
contests for their email address)
ü Customer service tool to respond to
questions
ü Ability to be transparent in messaging
20. Why Should I Blog?
ü 77% of internet users read blogs
ü Readership is split almost 50/50 between
men and women
ü 56% of bloggers report higher engagement
with customers. Seen as thought leaders.
21. Benefits of Blogging
ü Create a voice for your brand
ü Search Engines rely heavily on blogs for its
rankings
ü Content for Facebook and Twitter
ü Another avenue to create conversation and
buzz about your brand and its position on a
subject related to its industry.
22. Why Tweet?
ü Real time, easy to digest communication
tool (Twitter limits communication to 140
characters)
ü Over 35% of users rely on their mobile
phone to follow conversations and tweet
ü Over 100 million active users
23. Benefits of Twitter
ü Sharing links to articles and stories from
Facebook and blogs
ü Promoting time sensitive offers in real time
ü Build and manage B2B connections
25. Why Review Sites?
ü 77% of web users check review sites to learn
about a product and/or a service
ü Yelp users call phone numbers attached to
profiles on an average of every second
ü Usage of review sites is split between web
and mobile consumption
26. Benefits of Review Sites
ü Manage your reputation online
ü Respond to user complaints
ü Yelp and Google Placers are two of the
search engines favorite websites to cite as a
source on your brand/product.
27. Why do all of this?
A flawlessly-executed
YOUR WEBSITE
social media campaign
Is a door to…
28. What makes all of this tick?
ü Setting goals based on qualitative or
quantitative goals. Are you looking to
educate the consumer? Build leads? Serve
offers?
ü Review and analyze metrics as you go!
Utilize Google Analytics, Facebook Insights
and other free tools to measure your
performance.
