STOP Wasting Time & Money on Social Media

#sherpawebinar@MattBaileySays • @ToddLebo

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STOP Wasting Time & Moneyon Social Media

Nov. 15, 2012

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#SherpaWebinar

What You’ll Learn from Today’s Webinar

• Is social right for your organization?• Match the medium with the message• 4 Steps for a winning social strategy• How to track growth & measure success

Presenters

Matt BaileyPresidentSiteLogic , Inc.@MattBaileySays

Todd W. Lebo Senior Director of ContentMarketingSherpa/MECLABS@ToddLebo

Consulting Training Writing

• What is your top social media challenge?• Driving a consistent social campaign• Gaining social budget• Integrating social w/ other channels

Audience Poll

?HowWhy

Reality Check

Social Media “Experts” Check

“Dell makes $3.2 million

with Twitter”

$61 billion0.01% of revenue

Social Media Marketing

1.Narrative2.Development3.Interaction4.Planning

NarrativeKnow Thyself

takeaLie

marketthe Truth

“The Voice of Reason”

“Your Friend, Your Guide”

“The Entertainer”

Narrative

“Fear: What if?”

the MediumMessage

is the

All Channels are NOT Equal

the best medium for your message

Identify

BLOGS WEBSITES

Visitors

55% More

97% More

434% More

HubSpot, 2010

BLOGS WEBSITES

Support

Research

Education

Networking

Interaction

When to use Blogs

• Increase Search Visibility• Build for Long-Tail Content• Community and Market Education• Communicate High-Trust Content• Build Lists, Conversions and Reach• Build Brand Value and Equity

Search

Brand website

Retailer

TwitterFacebook

Sources used to begin a search for info on branded products:

eMarketer, May, 20102010 Social Shopping Study

1 in 4

SuccessfulSearches

RequireRefinement

44%Sessions

Last a Day or MoreComScore & Microsoft, 2012

Email is IncreasingOverall: Increasing by 28%Mobile: Dominant activity at 41%

Source: ExactTarget, 2010

58% Check Email20% Portal or Search

Engine11% Facebook

93% Subscribers

38% Fans

5% Followers

Subscribers - Fans - Followers

The third largest website in the world

The 2nd most popular search engine

4 Billion views a day

60 Hours of video uploaded every 60 seconds

3 billion hours of video are watched each month

When to use YouTube

• “See it to Believe it”• Highly Visual • “Portable” reach• Re-Publishable• Influence Search Results• Present Content in Different Methods• Extend Reach• Earned Media Content

YouTube + Google

• Enhance Rankings• Additional Channel for Rankings • Increased Visibility• Influence Search Results

When to use Pinterest

• Highly Visual • Create Idea Lists• Re-Publishable Reach• Discover Motivations & Networks• Extend Reach• Earned Media Content• Develop for others to use• Ideal for Narrow Focus

161 million members in over 200 countries4.2 billion searches in 201122% of members access by mobile device

Most affluent membership

Expectations for Twitter

1.Access to Celebrities2.Access to News3.Access to Brands

ExactTarget, 2010

Why Follow Brands?1. Give Feedback2. Provide Ideas3. Insider Information4. Freebies & Discounts

ExactTarget, 2010

Source: Cone, November 2010

Reasons to Fan or Follow

Incentives 77%

Discounts 46%

Solve Problems 39%Entertain 28%

Interact 26%

Market Directly 21%

When to use Twitter

• Immediacy• Time-Sensitive Information• Utilizing Follower Networks• Direct Consumer Contact with Brand• Direct Consumer Contact with Experts• Samples, Discounts & Freebies• Insider Information

1Connection

2Self Expression

3Entertainment

70%Fans of Brands

does NOT mean Marketing

ExactTarget, 2009

Being a FAN

You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition:

When you publish content or information using the Public setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).For content that is covered by intellectual property rights, like

photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

Facebook Users:11 Hours a Month

Facebook Eating TV Other Working Sleeping

13500 13500

HubSpot; Facebook Pressroom, 2011

Conversation

When to use•Conversation•Sharing• Social Interaction•Reach Targeted Segments•Stories

Change

Planning:Develop a Marketing Strategy

STEP 1:

People What

KeywordDiscovery.com

STEP 2:

Wantitdo

STEP 2a:

Content Builda

long-termPlan

STEP 2b:

Content Createadaily

STEP 2c:

Content Plan

annual

www.HolidaysForEveryday.comMonthly Events:American Heart MonthAmerican History MonthBlack History MonthNational Wild Bird Feeding MonthChildren's Dental MonthInternational Friendship MonthInternational Boost Your Self-esteem MonthNational Blah Buster MonthNational Cherry MonthNational Grapefruit MonthNational Snack Food MonthNational Wild Bird Feeding MonthResponsible Pet Owners MonthNational Embroidery MonthScouting MonthPotato Lover's MonthNational Crime Prevention Month

PublishingDevelopa

Schedule

STEP 3:

ContentPublishing

1. Introduce 2. Develop 3. Close

Mo. Content Intro Introduction date/distribution

Develop Developmentdate/distribution

Closedate/medium

JanArticle 1Article 2Article 3

Nov 1Nov 10Nov 20

article 1: Twitterarticle 2: Facebookarticle 3: article distribution

Dec 1Dec 10Dec 18

article 1: Blogarticle 2: Blogarticle 3: Article

Jan 3 - return to School: TwitterJan 10: T / FBarticle 3: T

FebArticle 1Article 2Article 3

Dec 1Dec 5

Dec 15

article 1: Local Newspapersarticle 2: Facebookarticle 3: Magazine, Contest

Jan 3Jan 10Jan 24

Feb 3: content: T/BFeb 14: Valentines - T / FBFeb 23: FB

MarArticle 1Article 2Article 3

Jan 10Jan 15Jan 20

article 1: YouTubearticle 2: Facebookarticle 3: Facebook - Twitter

Feb 10Feb 20Feb 25

Mar 3: FBMar 10: T / FBMar 24: T / FB

AprArticle 1Article 2Article 3

Feb 30Mar 10Mar 20

article 1: Facebookarticle 2: article distributionarticle 3: Facebook

Mar 5Mar 10Mar 20

article 1: Blogarticle 2: YouTubearticle 3: Article

Apr 3: Spring - TApr 10: T / FBApr 3: FB

MayArticle 1Article 2Article 3

Mar 1Mar 10Mar 20

article 1: Twitterarticle 2: Twitter/Facebookarticle 3: article distribution

Apr 10Apr 16Apr 20

May 3: School pics- FB/ BMay 10: T / FBMay 13: T

JunArticle 1Article 2Article 3

Apr 10Apr 18Apr 25

article 1: Facebookarticle 2: Twitterarticle 3: Facebook/Blog

May 5May 16May 24

Jun 3: Schools Out: T / FBJun 10: T / FBJun 30: T/FB

JulArticle 1Article 2Article 3

May 10May 18May 23

article 1: Twitterarticle 2: Facebookarticle 3: article distribution

Jun 1Jun 14Jun 20

Jul 4: Independence Day: T/FBJul 10: T / FBJul 31: FB

AugArticle 1Article 2Article 3

Jun 10Jun 18Jun 20

article 1: YouTubearticle 2: article distributionarticle 3: Article

Jul 1Jul 15Jun 25

Aug 3: TAug 10: T / FBAug 3: School - T / FB

SepArticle 1Article 2Article 3

Jul 8Jul 15Jul 24

article 1: Facebookarticle 2: article distributionarticle 3: Article

Aug 1Aug 11Aug 24

Sep 3: Labor Day: T/BSep 10: T / FBSep 15: FB

OctArticle 1Article 2Article 3

Aug 10Aug 14Aug 21

article 1: YouTubearticle 2: Blogarticle 3: article distribution

Sep 1Sep 12Sep 18

Oct 3: TOct 10: T / FBOct 31: FB

NovArticle 1Article 2Article 3

Sep 6Sep 15Sep 22

article 1: Facebookarticle 2: article distributionarticle 3: Facebook

Oct 1Oct 10Oct 26

Nov 3: holidays - T/BNov 25: T-Day - T/ FBNov 26: Black Friday - T/FB

DecArticle 1Article 2Article 3

Oct 20Oct 28Nov 4

article 1: Facebookarticle 2: Blogarticle 3: Twitter

Nov 15Nov 20Dec 3

article 1: Blogarticle 2: YouTubearticle 3: Article

Dec 3: holidays: FBDec 20: shopping - T / FBDec 26: Christmas - T /FB

#sherpawebinar

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ModelMeasure&

STEP 4:

Anchor term: Map 14,392 visitors

2.13 minutes average time on site4.5 average page views43.6% of visits less than 5 seconds72.7% (10,466) enter at old landing page20.2% (2,909) enter at Homepage5.8% (834) enter at Maps0.46% (67) Conversion Rate

Segment Analysis

Search TermSeasonal VariationBookingsDemographics

Psychographic Profile

Track Growth

Initial•14,000 Visitors•2:13 time on site•4 page views•43% bounce rate•0.5% conversion•$0.20 /visitor

+2 years•42,000 Visitors•7:31 time on site•10 page views•12% bounce rate•4% conversion•$5.60 /visitor

Search term: “maps”

Thank You

Matt BaileyPresidentSiteLogic , Inc.@MattBaileySays

Todd W. Lebo Senior Director of Content & Business DevelopmentMarketingSherpa/MECLABS@ToddLebo

STOP Wasting Time & Money on Social Media

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