Slides to accompany a talk given by Kate O'Neill, founder of [meta]marketer, at Lipscomb University for a workshop on Social Media for Business on 7/30/2009.
8. What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs
9. What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs
but also
10. What do we mean by
social media?
• Twitter, Facebook, MySpace, LinkedIn, blogs
but also
• YouTube, Ning, Flickr,Vimeo, Bebo, Last.fm,
imeem, Plaxo, Tumblr, etc.
23. better control What is your presence online? How are you reaching out?
of positioning
Social
SEO PPC etc
Media
off-site
better control
of visitor Who are the customers coming to your site?
experience What are they looking for?
What are the audiences?
usability
segmentation analytics
studies
better control What can be done to reduce
on-site
of conversion friction in the customer
experience?
testing targeting
24. Financing
Success
Operatons Metrics
Your Audience /
Management Positioning
Business Segments
Strategy
Your
Marketing
Strategy
Culture
Offering
Differentiation
participation
Key
Channels
Key
Audience
related blogs / Key
RSS feeds Your Concepts
Content
Strategy
Your search
Key Keyword term
Producers Strategy alerts
Key
Terms
blog
contribution schedule
style responsiveness /
guide support
30. What are the Ideal
Measures?
qualitative - - - - - - quantitative
subjective - - - - - - - - - - objective
31. What are the Ideal
Measures?
qualitative - - - - - - quantitative
Awareness
subjective - - - - - - - - - - objective
32. What are the Ideal
Measures?
qualitative - - - - - - quantitative
Purchases
Awareness
subjective - - - - - - - - - - objective
33. What are the Ideal
Measures?
qualitative - - - - - - quantitative
Purchases
Reach
Awareness
subjective - - - - - - - - - - objective
34. What are the Ideal
Measures?
qualitative - - - - - - quantitative
Purchases
Clickthroughs
Reach
Awareness
subjective - - - - - - - - - - objective
35. Top-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008
36. Middle-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008
37. Bottom-ranking Metrics
Source: Online Community ROI Models and Reporting study,February of 2008
38. By Industry
Source: Online Community ROI Models and Reporting study,February of 2008
39. How to Set Up Tracking
• You do use an analytics package, right?
• Use campaign variables
• Link shorteners with integrated analytics
(bit.ly, ow.ly, urlzen, kl.am)
42. Managing
Social Media Risk
• Social media policies
• Viral video and other viral marketing
• Considerations for user-generated content
• Engaging bloggers and/or writing services
• Selecting employees to blog/tweet about
company or client’s products or services
• Rules for sweepstakes and prize promotions
44. Q: How do I get
followers/fans/friends?
• Be interesting.
• Be relevant.
• Share generously.
• Do your homework.
• Invest a little every day/week/month.
45. Q: How can you define
ROI for Twitter when
they don't even have a
revenue model?