jason falls: moving the needle: using social media to advance your business

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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”

TRANSCRIPT

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: @C7grouplearn@C7group.com

Thank you!

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