You Suck at Social MediaBut you can fix it.
“Would you tell me, please,
which way I ought to go from
here?” asked Alice.“That depends a good deal on
where you want to get to,” said
the Cat.“I don't much care
where,” said Alice.
“Then it doesn’t matter
which way you go,”
said the Cat.
Good ROI (Return on Investment)
0.3%Total Social Media Sales
Most articles on social media are like:
Who I am?Tyler Brooks
Founder // Analytive
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified
You suck at social media.
But it’s not all your fault.
The deck is stacked against you.
10%Conversion Rate
At $100 per conversion:Email - $1,000
Facebook - $150
Facebook doesn’t want youto succeed organically.
They want you to pay them to reach your own followers.
Social media will continue to have diminishing returns.
In other words, the original promise of social media to creating meaningful relationships with your customers is
basically dead.
So what do you do?
Option 1: Drive engagement
Engage Emotionally
Emotional Engagement:
● Joy● Anger● Sadness● Humor● Interest/Curiosity● Usefulness/Value
12,000 Customers in First Two Days
What They Do Differently:
● Content Creation● Highly Human● Humorous● Great Product
People want to be entertained.
Fundamentally, this is TV advertising adapted to social media.
*Also, results not typical.
Option 2: Move Followers to Other Channels
Your Website($$$)
Email Marketing
What does this look like?
Results:$35 spend55 clicks
~20 subscribes$1.75 per email
So what do we measure?
Conversation Rate
# of Comments or Replies per Post
Amplification Rate
# of shares/retweets per post
Applause Rate
# of likes/favorites per post
Economic Value
Sum of Short and Long Term Revenue& Cost Savings
Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Tools:True Social Metrics
HootsuiteBuffer
This one tracks applause, amplification, and conversation rates.
Want to get in touch?Tyler Brooks - [email protected]
Twitter: @tyler_brooks
http://analytive.com/blog