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Slide Deck from the 2012 Social Business thought Leadership Webcast webcast you will learn about:Developing a strategic plan for social mediaCase studies of businesses using social media for business purposesTying the “conversation” with the “conversion”
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2012 Business Thought Leadership
Webcast Series
presented by:
Jason FallsFounder,
Social Media Explorer
Moving the Needle:Using Social Media
To Advance Your Business
© C7group
The All-Business, No-Hype Guide to Social Media Marketing
Move The NeedleStrategically
Jason Falls
2012 Business Thought Leadership Webcast Series
nobullshitsocialmedia.com
The All-Business, No-Hype Guide to Social Media Marketing
• Approach Social Media Strategically• Look At Case Studies Of Those Doing It• Turn Conversation Into Conversion
Today’s Tasks
sxch.husxch.hu
The All-Business, No-Hype Guide to Social Media Marketing
The Truth
Synthmaniac on Shutterstock.comSynthmaniac on Shutterstock.com
The All-Business, No-Hype Guide to Social Media Marketing
7 Business Drivers ofSocial Media Marketing
• Enhance Branding & Awareness• Protect Your Reputation• Enhance Public Relations• Build Community• Enhance Customer Service• Facilitate Research & Development• Drive Sales & Leads
The All-Business, No-Hype Guide to Social Media Marketing
Enhance Branding & Awareness
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Branding & Awareness
• Audience awareness before vs. after
• Reach & resonance of messaging
• Number of online conversations about brand
• % +/- in customer preference
• % +/- in conversational market share
• % +/- in Q-Score
The All-Business, No-Hype Guide to Social Media Marketing
Protect Your Reputation
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Reputation
• Number of positive mentions of brand
• Number of negative mentions of brand
• Number of negative conversations mitigated
• Q-Score
• Search engine result rankings for top keywords
• Equivalent value of search engine traffic based on rankings
The All-Business, No-Hype Guide to Social Media Marketing
Enhance Public Relations
Matt Callow on Shutterstock.comMatt Callow on Shutterstock.com
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Public Relations
• Size of stakeholder groups
• Activity enacted by stakeholder groups
• Successful placements within outreach group
• Response time to crisis situations
• Sentiment of brand before/during/after
• *All the other metrics we mention
The All-Business, No-Hype Guide to Social Media Marketing
Build Community
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Community
• Size of community
• Activity of community
• Purchase/Trial/Conversion from community
• Dollar value vs. non-community member
• Referral and recommendation from community
The All-Business, No-Hype Guide to Social Media Marketing
Enhance Customer Service
iStockPhoto.comiStockPhoto.com
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Customer Service
• Number of issues handled
• Number of customers retained/up-sold
• Cost savings from diverting call center costs
• Customer satisfaction ratings
• +/- positive & negative online mentions
The All-Business, No-Hype Guide to Social Media Marketing
Facilitate R&D
The All-Business, No-Hype Guide to Social Media Marketing
Measuring R&D
• Number of product ideas
• Revenue from new product ideas
• Number of feature ideas
• Revenue increases from new feature ideas
• Insights gleaned for product team
• Insights gleaned for marketing team
The All-Business, No-Hype Guide to Social Media Marketing
Drive Sales
Miss Shirley’sMiss Shirley’s
The All-Business, No-Hype Guide to Social Media Marketing
Measuring Sales & Leads
• Sales/Leads from blog
• Sales/Leads from social network activity
• Revenue from those leads
• Social media customers vs. traditionally acquired
• Conversion rates (social media to purchase point, and all points in between)
The All-Business, No-Hype Guide to Social Media Marketing
The New Marketing Funnel
The All-Business, No-Hype Guide to Social Media Marketing
Now What?
Dieaugenwiede on Shutterstock.comDieaugenwiede on Shutterstock.com
The All-Business, No-Hype Guide to Social Media Marketing
What about ROI?
sxch.husxch.hu
The All-Business, No-Hype Guide to Social Media Marketing
7 Business Drivers ofSocial Media Marketing
• Enhance Branding & Awareness• Protect Your Reputation• Enhance Public Relations• Build Community• Enhance Customer Service• Facilitate Research & Development• Drive Sales & Leads
The All-Business, No-Hype Guide to Social Media Marketing
What about ROI?
sxch.husxch.hu
The All-Business, No-Hype Guide to Social Media Marketing
What about ROI?
What do I get in return?What do I get in return?
The All-Business, No-Hype Guide to Social Media Marketing
Being Social
Lasse Kristensen on Shutterstock.comLasse Kristensen on Shutterstock.com
The All-Business, No-Hype Guide to Social Media Marketing
Being Social
City of PikevilleCity of Pikeville
The All-Business, No-Hype Guide to Social Media Marketing
nobullshitsocialmedia.com
Jason Falls@JasonFalls
Erik Deckers@edeckers
There’s more where this came from!
© C7group 2012
End-to-end provider of strategy, technology and business solutions
• Social Media Risk Management• Discovery & Education• Small Business Social Media, Mobile & Web
Strategy• Social Intelligence• Social Applications
learnsocialbusiness.comTwitter: @[email protected]
Thank you!
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