jumpinteractive at USF - Socialize Your ROI
27
-
Upload
atlarge-inc -
Category
Business
-
view
197 -
download
1
description
You live on Facebook so you’ve got social media campaigns down, right? Building a social brand, managing social slams and integrating social across your messaging and reporting--second nature eh? Just in case--pop in as we look at catering social campaigns by platform, creating a social media culture and tracking your social ROI.
Transcript of jumpinteractive at USF - Socialize Your ROI
Well, hello...
“My name is Amanda & I play with words online”
- Amanda
A Social Gage
• We go social to... – Stay in touch with friends & family – Get recommendations on where to go & what
to do– Share photos, videos, & updates with friends
& family
A Social Gage
– 65% of adult internet users use a social networking site like MySpace, Facebook, or LinkedIn.
– 61% of online Americans use social networking daily.– 92% of SNS users are on Facebook; 29% use
MySpace, 18% used LinkedIn and 13% use Twitter.– 52% of Facebook users and 33% of Twitter users
engage with the platform daily, while only 7% of MySpace and 6% of LinkedIn users do the same.
Pew Research Center's Internet & American Life Project, June 16, 2011
As marketers, Social Media lets you...
– Build trust and loyalty by giving customers what they want, when they want it.
– Connect with customers by sharing content that makes them think, smile, act.
– Listen and engage with customers before, during, and after a purchase.
So, what do we measure?
• Visitors
• Fans
• Followers
So, what do we measure?
– Frequency• How often clusters (about you and yours) form
around specific events
– Influence• The potential impact of individuals
driving conversation about you
– Sentiment• What's the tone of conversation? cranky, happy,
neutral
So, what do we measure?
– Reach• How many people saw your content
– Financials• CRM data? Web Referrals? Online Sales?• Cost per lead / Cost per action / Cost per
impression• Administration of contests, staff time listening and
engaging community
– Volume• How many times you're mentioned
So, what do we measure?
– Insights• What are you learning?
– Customer Service• How are you helping, inspiring, educating?
– Connection• How strong are your relationships--
responsiveness, quality of sharing, brand awareness?
So, what do we measure?
– Interactions• Likes• Recommendations• Shares• Google+• Mentions• Contest Submissions• Reviews• Posts
Hatching Your Engagement Plan
– How are you going to measure success? – What's your brand personality?– What key messages do you want to
communicate?
Hatching Your Engagement Plan
– Picking your team– Social guidelines– Editorial calendars
• Monthly themes• Beats by author• Guest contributors • Content from other mediums• Events
Hatching Your Engagement Plan
– Social CRM like... Radian6, Argyle Social, Nielsen Buzmetrics , CoTweet
Plan for Good Content
• Create it often.
• Make it easy for visitors to join in the conversation.
• Encourage visitors to share your content.
• Tailor your message to your visitor and your medium.
Plan for Action
• Craft calls to action that are:– Short– Compelling– Clear
"Fan Me" Tips for
• Start and participate in relevant discussion boards.
• Use your network of stakeholders to spread your message.
• Great resource for finding talent.
"Fan Me" Tips for
• Use Insights to give visitors more of what they like.
• Ask questions, take polls, give compelling info.
• Make it personal by tagging peeps.• Share interesting articles.• Use photo galleries, videos, and animations.• Show love for related brands, community
entities, and followers.
"Fan Me" Tips for
• Give more than you get.• Use analytics to hone in on the kind of tweets your
listeners like.• Call people out (in a good way) with @mentions
and direct messages.• Follow people that inspire you.• Use hashtags so people can find related info. for
us that may mean #foodie #fishing #kyaking #shopping
• Show love for related brands, community entities, and followers.
"Fan Me" Tips for and
• Take advantage of tags and geolocation opportunities.
• Write strong descriptions that entice people to click.
• Use videos and pictures in other mediums.
• Spur dialogue & sharing on these platforms as well.
Case Study: Sarasota Film Festival
Goals
• Drive online ticket awareness by 10%.
• Spur conversation as measured through comments, customer service questions and participation in polls and contests.
• Increase web traffic through social media by 200%.
Audience
• Want breaking insider information about films and events.
• Compelled by film trailers and celeb pictures.
• Looking for customer service online.
Tactics
• Social training + communications• 10-day trivia ticket contest on
Facebook/Twitter• Community cultivation by film features • The Insider Blog by key SFF staffer• Tick Tock - updates on last-minute film and
event tickets available • Live event coverage• Curating communityz
Results
• 22% increase in ticket sales
• 538% increase in social media referrals
• Over 1 million website page views
• 150% increase in participant posts & retweets
"It will work. I am a marketing genius."
– Paris Hilton
