Robert O’ShaughnessyPresident of Digital Marketing

ULICommittee MeetingNew York

Jamie Latta-CorsonVP Content Marketing & Social Media

NewGroundCo.com

How To Use Social Media to Get Measurable Results

• Facebook has 1.4 billion members

• LinkedIn 300 million

• Twitter 255 Million

• Instagram 200 million

• Pinterest drives more referral traffic than Twitter,

LinkedIn & Reddit COMBINED!

• Google+ is an SEO goldmine combining social, site

and search

• 69% of large companies are increasing

staffing for social marketing

• 68% of companies are growing their social

marketing budget

• Over 400 billion post and growing everyday day

It’s Complicated

Let’s Break It Down

Content marketing is about owning, not renting your media. In order to

change or enhance customer behavior you must create and curate content that

is valuable, compelling and consistent.

This is NOT new.

Content Marketing is WIIFT Marketing:

What’s in it for THEM?

Be Visual

Be Consistent

Be Dedicated

Embrace the Dark Side of Social Media

Social media is the single largest source of unsolicited consumer opinion.

Measuring Sentiment - use attached images

Be Focused

Be Experimental

Have a plan that creates extraordinary content designed for

your audience to achieve your objectives.

Influencers vs. Brand Advocates

Brand Advocates Drive Business Results

Employees are Your Best Possible Social Advocates

Your employees are the human conduits to your brand

The Human Trust Element

The Human Amplification Engine

DOES IT WORK?We’ve Covered a Lot:

• HOW to create content that increases brand

awareness and attracts influencers?

• Be Visual

• Be Consistent

• Be Dedicated

• Be Focused

• Be Experimental

• And…Know objectives, make plan to achieve

them

How do we know if it works?

• Increase revenue

• Facilitate Customer Service & Engagement

• Boost Public Relations

• Referral marketing (brand ambassadors sharing

your content)

• Reputation – Positive? Neutral? Negative?

• Optimization – What messages resonate?

(We’re going to talk about all these things. And also: scary clowns!)

Here’s Why I Like Social Media:

Everybody is trying to track ROI

But ROI can mean different things…

• Engagement (loyalty)

• Awareness (brand visibility)

• Traffic & Leads

• Resonance of content

Focus on value creation, not revenue extraction

• Positive

• Neutral

• Negative

• Volume and frequency of commentary

Listening – What are people saying about our brand

Check out Adobe Social – Easy content posting,

tracking, reporting

Listening – What are people

saying about our brand

Engage – Amplify the Positive…

Engage – and seize chances to show good customer service …

Engagement – Setting Goals

Important Metrics

• Visibility

• Loyalty

• Customer Satisfaction

• Traffic & Leads & Sales

• Quality of Content

When you can’t afford Enterprise Level Software…

Let’s say I want to know more about Scary Clowns (who wouldn’t?)

Robert Slide

Every single post, be it an ad or “organic” content, must have

tracking parameters added to the post so you can look

and see which posts resonate, and which are ignored

(And Facebook “Insights” lets you see data about posts and all content –and every social outlet has variations on these reports)

https://support.google.com/analytics/answer/1033867?hl=en

Keep this URL

Google Analytics: Tracking URLs

Google Analytics: Tracking URLs

Google Analytics: Setting & Measuring Goals

Google Analytics: Setting & Measuring Goals

Google Analytics: Setting & Measuring Goals

Google Analytics: Setting & Measuring Goals

Google Analytics: Setting & Measuring Goals

# Fans/Followers Estimated Reach of a Status Update (16%)

# of Anticipated Click-Through (1% CTR)

1,000 160 1.6

10,000 1,600 16

100,000 16,000 160

1,000 160,000 1,600

Create Good Content, Share Wisely, Get Results

* This amazing chart is based on research conducted by Hootsuite

Math Says: Get Followers…

Math Says: Get Followers…Drive them to a Landing Page

# Fans/Followers Estimated Reach of a Status Update (16%)

# of Anticipated Click-Through (1% CTR)

1,000 1.6 0.064

10,000 16 0.64

100,000 160 6.4

1,000 1,600 64

Create Good Content, Share Wisely, Get Results

* This amazing chart is based on research conducted by Hootsuite

Math Says: Get Followers…Drive them to a Landing Page…

And Get Conversions

It’s not that scary

(We just wanted one more excuse to use this picture)

Does it Work?