2. Overview
— Social Media Channels
— 6 Steps to Creating a Social Media Plan
— Budgeting for Social Media
— Getting Started
— Questions
3. What is Social Media
— Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques.
- wikipedia.org
4. What is Social Media?
— An ongoing conversation that’s happening RIGHT
NOW
— A promotional channel for content distribution
— A long-term return on investment
— A steady stream of information for:
¡ Research
¡ Feedback
¡ Building Relationships with customers, clients, contacts
5. Current Statistics
— Over 80% of people in the US have at least 1 social
media account
— Social media makes up over 17% of all online usage
¡ Overtaken email as #1 activity on the web
— As of February, 2011, there were 156 million public
blogs
¡ Posting almost 1,000,000 blog posts daily
— 93% of Americans believe companies should have a
social media presence
¡ 85% believe those companies should be interacting with
customers
6. Social Media Statistics - Facebook
— 750 Million active users worldwide
¡ 200 Million on mobile devices
¡ Mobile users are twice as active as non-mobile users
— Average user has 130 friends
— Over 900 million objects people interact with
¡ Pages
¡ Events
¡ Groups
— Average user creates 90 pieces of content/month
— Fastest growing segment is 35-45 years old
7. Social Media Statistics - Twitter
— 150 Million registered users
— Signing up 460,000 users daily
— 75% of traffic comes from outside twitter.com
¡ Third party applications
— 140 Million tweets daily
— Mobile users increased 182% in past year
— 600 Million search queries on twitter search daily
— Peak days to tweet are Tuesday & Wednesday
8. Social Media Statistics - YouTube
— More videos uploaded in 60 days than 3 largest
networks create in 60 years combined
— 35 hours of video uploaded every minute
¡ That’s about 200,000 Hollywood movies each week
— 2nd largest search engine on the web
— 3rd largest website on the web
— Exceeds 2 Billion views daily
¡ Double the prime-time audience of all 3 major US networks
combined
9. How is Social Media Used?
— Customer Service
— Product/Service Feedback
— Networking and Job Searching
— Promotions
— News
— Internal communication
10. Case Study: Martell Home Builders
— Start using social media in May 2007
— Uses Twitter, SmugMug, Facebook, Blog, Yelp
— Works on social media 1 hour per day
— Sold 16 homes in 2007, 40 in 2008, and over 100 in
2009
— Sold one home using only social media
¡ Never met the client in person
11. Case Study: Martell Home Builders
— Customer-centric strategy
— Fresh blog content
— GPS tracking in trucks with Google Maps
¡ Keeps customers informed and workers accountable
— YouTube videos introduce customers to employees
— SmugMug keeps photo logs of customer projects
¡ Customers log in to see project progress
— Currently has 12,000 twitter followers
¡ Tweets about projects, tips, company updates
12. Case Study: Martell Home Builders
Why they are successful:
— Realized importance of relationships with customers
— Transparent
— Well defined Social Objectives
— Internal shared vision
— Streamlined communication process
— Sell experience to customers
13. Creating a Social Media Plan
— Preplanning
— Listen to the Conversation
— Create Your Target Profiles
— Set Specific Goals
— Join the Conversation
— Measure ROI
14. Step 1 - Preplanning
Questions to ask internally:
— Where do our customers get their information
— What influences our customers?
— How does information flow in our industry?
— What promotional channels are we currently using?
¡ Are they working?
Asking questions indicates how social media can be
used to complement your business goals.
15. Step 2 – Listen to the Conversation
— Secure your brand on social platforms
¡ Usernames are often unique
¡ Use consistent usernames across all platforms
— Set up monitoring channels
¡ Google Alerts
¡ Social Mention
¡ Technorati
¡ Twitter Search
¡ Radian6
— Monitor influencers, competitors, blogs/comments,
and industry news sources
16. Step 3 – Create Your Target Profile
— Focusing on key target segments lowers marketing
costs
— Example:
¡ Target Audience is 25-35
¡ $350 Billion in spending power
¡ Spend 20 hours online weekly
¡ 96% of them join social networks
— This information can be gathered through market
research, surveys, or previous studies
17. Step 3 – Create Your Target Profile
— Find key attributes from monitoring channels
— Chart presence on social media
— Market Segmentation
¡ Demographic
¡ Geographic
¡ Psychographic
¡ Behavioralistic
— Continue gathering customer data at each step of
your plan
18. Step 4 – Set Specific Social Goals
— Increase brand awareness
— Increase traffic/Opt-ins
— Develop business partnerships
— Boost SEO/SEM results
— Generate Leads
— Reduce CRM costs
— Increase Revenue
19. Step 5 – Join the Conversation
— 3 Phases of Social Equity
¡ Awareness
÷ Qualify fans and followers as leads
¡ Engagement
÷ Increase long-term communication
÷ Exclusive promotions will help turn advocates into customers
¡ Social Commerce
÷ Determine small data set to introduce products to
÷ Gather product reviews
20. Step 5 – Join the Conversation
— Establish an Editorial Calendar
¡ Choose specific days for posting content
¡ Be consistent – you’re a news source
¡ Helps stay on track and organize content
¡ Choosing specific topics each day helps find content ideas
— Share calendar with everyone involved
21. Step 5 – Join the Conversation
— Be Transparent and Authentic
¡ Don’t be evasive
¡ Offer your name, title, experience
¡ Admit your interests in the topic
¡ Define your credibility
— Strive to answer questions about your authenticity
— Don’t focus on selling, focus on engagement
— Earn a reputation, then introduce trusted products
22. Step 5 – Join the Conversation
— Be the expert in your industry
¡ Write about what you know
¡ Offer insights to those who ask for it
¡ Share links to resources you think add to the conversation
— When customers trust your content, they’ll trust your
products
23. Step 5 – Join the Conversation
— Have rules of engagement
¡ Know what to do with negative comments
¡ Determine who is involved in responses
¡ Admit to mistakes and thank those who bring it to attention
¡ Respond Kindly
— Share the rules with your team
— Turn brand “detractors” into “advocates”
¡ People remember bad experiences, but will buy again if it’s
corrected
24. Step 6 – Measure Your Returns
— What is a Return?
¡ Non-financial
÷ Visitors, word of mouth, page views, fans, followers
¡ Financial
÷ Sales, Transactions, Coupons
÷ ROI
— Not all returns have to be $$ to bring value
25. Step 6 – Measure Your Returns
— Qualitative
¡ Are we part of our industry’s conversation?
¡ How do our customers perceive us versus our competitors?
¡ Did we build key relationships?
¡ Are we moving from monologue to dialogue?
— Quantitative
¡ Website Analytics
¡ Social Mentions
¡ SEO Rankings
¡ Linkbacks
¡ Subscribers
26. Step 6 – Measure Your Returns
— Establish before/after baseline
¡ What did our online environment look like before social
media?
¡ What online channels were we using?
¡ What does it look like now?
— Determine hard numbers here
¡ 5.5% conversion rate before
¡ 8.5% conversion rate now
— This baseline should track at least 6 months
27. Step 6 – Measure Your Returns
— Develop Activity Timeline along same baseline
— Diagram exact dates in which key SM activities
occurred
¡ 8/11 blog started
¡ 8/13 Facebook page started
¡ 9/15 FB ad campaign begins
¡ 9/17 FB ad ended
— Note Milestones on diagram
¡ 500/1000/10,000 fans
¡ 100 clicks to blog link
28. Step 6 – Measure Your Returns
— Look at Key Performance Indicators (KPI)
¡ Transactions
¡ New Customers
¡ Sales
¡ Revenue
¡ Average Order Size
— Use Google Analytics to determine exact numbers
— What are the transaction precursors?
¡ Brand mentions
¡ Loyalty metrics
¡ Store traffic
¡ Free sample offers
29. Step 6 – Measure Your Returns
— Overlay all timelines and look
for patterns
¡ SM Activities
¡ Web Analytics
¡ Store Metrics
¡ Loyalty Metrics
— Circle areas where increases
occur
— How were specific numbers
achieved?
¡ Facebook promotion
¡ Product launch
¡ Press release
¡ Coupon offer
30. Budgeting for Social Media
— Allocation vs. Addition
¡ Do you raise new funds or borrow from existing budgets?
— How to determine Allocation or Addition
¡ What are your goals?
¡ How much is your existing marketing budget?
¡ Which current tactics work? Which are most expensive?
¡ What internal resources are available?
31. Budgeting for Social Media
— What to budget for:
¡ Time
¡ Design and Branding
¡ Analytics Tools
¡ Social Monitoring
¡ Automation Applications
¡ Social Media Advertising
¡ Outsources/Consulting
32. How to Get Started
— Start with platforms you can actively maintain
— What outsourcing is needed?
¡ Design, development, content management, market research
— Plan your content flow
¡ Will you push content through all channels?
— Find tools to automate processes
— QR Codes are a MAJOR tool to be combined with
Social Media (hipscan.com)
