How to Get Started in Social Media for Art League City
Clubs nsw gold coast social media presentation
1. Social Media Social Networks
SOCIAL MEDIA, SOCIAL NETWORKS
laurelpapworth.com
2. Social Media Social Networks
Laurel Papworth
•slides at http://slideshare.net/silkcharm
•delicious http://delicious.com/lpapworth/
sep2010
•blog at http://laurelpapworth.com
•email laurel@laurelpapworth.com
•phone +61 (0)432 684992
•Twitter @SilkCharm
•iTunes Social Media Business podcast
reference
laurelpapworth.com
7. Social Media Social Networks
How to Measure
Clear Objectives & Goals - Outcomes
Agree on Platforms - Twitter, Radio
Agree on Measurement of Success KPI
Agree on Tool for Measurement
Provide Result
There’s little point in growing a Fanpage just because
you can. What are your business goals?
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8. Social Media Social Networks
KPIs
A list of social interaction metrics / KPIs
1. Alerts (register and response rates / by channel / CTR / post click activity)
2. Bookmarks (onsite, offsite)
3. Comments
4. Downloads
5. Email subscriptions
6. Fans (become a fan of something / someone)
7. Favourites (add an item to favourites)
8. Feedback (via the site)
9. Followers (follow something / someone)
10. Forward to a friend
11. Groups (create / join / total number of groups / group activity)
12. Install widget (on a blog page, Facebook, etc)
13. Invite / Refer (a friend)
14. Key page activity (post-activity)
15. Love / Like this (a simpler form of rating something)
16. Messaging (onsite)
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9. Social Media Social Networks
KPIs
17. Personalisation (pages, display, theme)
18. Posts
19. Profile (e.g. update avatar, bio, links, email, customisation, etc)
20. Print page
21. Ratings
22. Registered users (new / total / active / dormant / churn)
23. Report spam / abuse
24. Reviews
25. Settings
26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
27. Tagging (user-generated metadata)
28. Testimonials
29. Time spent on key pages
30. Time spent on site (by source / by entry page)
31. Total contributors (and % active contributors)
32. Uploads (add an item, e.g. articles, links, images, videos)
33. Views (videos, ads, rich images)
34. Widgets (number of new widgets users / embedded widgets)
35. Wishlists (save an item to wishlist)
36. Apps Developed (API 3rd party development)
from http://econsultancy.com/
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10. Social Media Social Networks
Measurement
A few examples are:
• Reach
• Exposure
• Velocity
• Sentiment
• APPS/Ecosystem
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11. Social Media Social Networks
Outcomes
Reputation - sentiment
Awareness - brand recall
Money - make any sales?
Engagement - passive or active participation?
Education - brand awareness +
Entertainment - stickability
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12. Social Media Social Networks
Return on Investment for Marketing Dollar
•Loyalty ROI: Online community participants
visit a site 9x more often and stay 5x as long
(Source: McKinsey)
•Brand ROI: 4x un-aided brand recall vs a
search engine (Source: NFO)
•Acquisition ROI: Attract customers at $0-10
vs. $10-$400 per customer acquisition in
traditional marketing venues
•Support ROI: Community support services are
5x-10x more cost effective than phone support
•Offline - 20.3% of online community members
Liveworld
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15. Social Media Social Networks
LinkedIn
- Valued at 1 billion dollars
- Revenue approx $100 million for 2008
- 1/4 of revenue from Ads, rest from
premium & recruitment
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17. Social Media Social Networks
Whoever “owns” an online/offline community
WINS
Experiential Economy > Commodity/Product/Service/
Information Economy
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23. Social Media Social Networks
Negative Comments
Ignore - run amok or die down
Sue - bigger problems or scare tactics
Ban- go elsewhere or die down
‘fess up - agree and offer fixes
‘man up’ - argue and debate with passion
educate - inform and link to more information
‘own it’ - use humour, make a badge of it
Consider
Social Spaces - one area for “complaints”
Timing - set times to “complain”
Marketing and PR are fearful of complainers in social media.
For Customer Service it’s “Business as Usual”!
laurelpapworth.com
28. Social Media Social Networks
Laurel Papworth
•slides at http://slideshare.net/silkcharm
•delicious http://delicious.com/lpapworth/
sep2010
•blog at http://laurelpapworth.com
•email laurel@laurelpapworth.com
•phone +61 (0)432 684992
•Twitter @SilkCharm
•iTunes Social Media Business podcast
reference
laurelpapworth.com