"Conversion vs. Conversation"Tracking Your Company's Impact On Social Media
Presented By:Michael Weisfeld
April 2010
Who is Michael Weisfeld?
Dir. of Social Media & Senior Web Strategistfor BusinessOnLine
Building Websites & Strategies since 2002
Areas of Web Expertise:StrategySocial MediaSearch Engine MarketingUsabilityBusiness Analyst
Background in “Big 5” Management Consulting
@mrweisfeld
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Poll: Is Your Company
Social?
Agenda
Review: stats & trends
Explore: social media 301 & participation profiles
Present:Conversion vs. ConversationContent StrategyGenerating Earned MediaAttribution Analytics
Conclusion
QUESTIONS ??? please hold until the end of the presentation .. there will be time.
SOCIAL MEDIA LANDSCAPE
Stats & Trends
Invention of web 2.0 technology
93% of Americans expect companies to have a presence in
Social Media Sou
rce:
Co
ne,
Inc.
Increase in Time Spent on Social Media
Average time spent by Tweeters using Twitter
2 ¾ hours per daySource: MarketingProfs, LLC
Spent on Facebook each day (worldwide)
3.5 billion minutesSource: facebook.com
Hours of video is uploaded to YouTube
10 hours every minuteSource: youtube.com
Facebook Explosion
133,000,000Highest record in the site’s history
unique visits
To put it in context …
Facebook Market Share of Visits Tops Google’s
Facebook Explosion
http://www.facebook.com/press/info.php?statistics
(04.2010)
400,000,000+
The number of people actively using Facebook –
equivalent to the population of Indonesia, the
world’s fifth-most populous country
registered
users
Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
5,000,000,000
The number of minutes spent on Facebook each day
min per
day
Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
1,000,000,000
The amount of content (web links, news stories, blog
posts, notes, photos, etc.) shared each week on Facebook
posts
per
week
Twitter Explosion
Nielsen Online indicates that Twitter grew
1,382% year-over-year in February
475
7,038
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Jan-08 Jan-09
Unique Audience (000)
Other Social Media Explosion
56.30%
11.38%
40.98%
14.75%
Incre
ase in
Yearly
Tra
ffic
Source: Compete.com, 2/2009-2/2010
Adoption Demographics
More stats …
Source: http://socialmediagraphics.posterous.com/
Social Media is Estimated to Grow 34% Annually
SOCIAL MEDIA 301
What is Social Media Marketing?
Common Marketing Objectives
• Drive Traffic
• Build Product Awareness
• Create Interest & Demand
• Reinforce Brand Loyalty
• Provide Information
• Drive Leads
• Increase Revenue
• Newsletters
• Special Events
• Sponsorships
• Promotions & Contests
• Employee Relations
• Community Philanthropy
• Media Relations
• Media Tours
• Traditional Media
• Speaking Engagements
Mar
keti
ng
Ob
ject
ive
s
Mar
keti
ng
Tact
ics
Strategies
Trade Shows
Association Meetings
Magazines
DirectMail
Distributor Shows
Newspapers
PPC
EmailMarketing
Search Engine Optimization
Catalogs
Websites
Social Media
The Web
Where does social media fit in?O
nlin
eTrad
ition
al
…the same marketing objectives
• Drive Traffic
• Build Product Awareness
• Create Interest & Demand
• Reinforce Brand Loyalty
• Provide Information
• Drive Leads
• Increase Revenue
• Blogs
• Videos
• Photo Sharing
• Social Networks
• Ratings / Reviews
• Micro-Blogging
• Social Voting
• Widgets
• Forums
Mar
keti
ng
Ob
ject
ive
s
Soci
al M
ed
ia T
acti
csStrategies
Interaction and facilitation of three-way conversations:
company to consumers
consumers to consumers
consumers to company
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Company
Consumers
Consumers
Social Media
The Optimal Flow of Information
Beyond the stats …
Word of Mouth:
People share information, ideas and make recommendations all the time.
High level of trust
PARTICIPATION PROFILES
How to users behave in social media
Joiners
Creators
Spectators
Inactives
Critics
Collectors
Publish a blogPublish own web pagesWrite and post articles
Upload self-created videos
Comment on a blogComment on a forum Rate/review products
Contribute to a wiki
Add tags to web pages/photosVote for web sites onlineUse RSS feeds
Visit social networking sitesMaintain profile on social networking sites
Read blogsWatch videosRead online forumsRead ratings/reviews
None of the above
Social Media Profiles
ConversationalistsUpdates status on social
networking siteUpdates on micro-blogs
Increasing Participation
Internal Brand
EvangelistsDetractorsInfluencers
Creators Critics
Collectors
Joiners
Spectators
Inactives
Participation Ecosystem
Conversationalists
Internal Brand Evangelists
Definition:
Internal stakeholders and staff members with a passion to spread the spirit and message of the brand, as a result improving the overall company.
Influencers
Definition:
Enthusiastic individuals equipped with the resources to reach and impact others in a related market.
Detractors
Definition:
Participants who divert dialogue and/or degrade the overall quality of the social atmosphere, usually by violating one or more community policies.
CONTENT STRATEGY
How to post and promote using SM
Determine the User Path
Search “Places to visit in Spain”
Land on Squidoo w/ video on Spain
Link to read PDF about Spain on
Scribd
URL to routing queries
User Checks Fares & Schedules
See New Blog Post on Facebook Feed
Watch Embedded Video on Blog
Link to France Landing Page
Watch Video on Things to do in
France
User Checks Fares & Schedules
SEO
Social Media
User Centered Design
First Visit / Anonymous User
Activity 1
Activity 2
Repeat Visit / Authenticated User
Activity 3
Activity 4
Authenticated Customer
Activity 5 Activity 6
Develop a Content Strategy
Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar
Discovery & Strategy
Baseline buzz & analytics to fuel content ideation
Keyword research
Align content with marketing mix, marketing calendar, and
content hosts
Logistics
Secure internal resources
Develop content rollout timeline
Purchase the necessary media
Creation
Create content
Build digital asset charts for each piece of content
Execution
Launch Content
Promote Content
Maintenance
Maintain Content based on Industry and Technological
Trends
Follow-up Promotions
Example Types of Content
Tip: try various types of content and measure fan interaction
PersonalInformative
Transactional
Interative
• Photos• Videos• Games • Animation• Music
• Forms• Online Applications• Contests• Reward Programs
• Facts• Figures• Data • Knowledge• Statistics• Widgets
• Testimonials • Stories• Comments• Questions• Badges
Post & Promote Process
Ongoing Self-fueling Promotion
Strategy & Planning
Post
Promotion
Monitoring & Reacting
Start Time
High-level process for publishing existing content onto the social Internet:
Step 1
Step 2
Step 3
Step 4
CONVERSION vs. CONVERSATION
Definitions
Reach & Frequency
Post & Promote and measure the effectiveness of your efforts.
Conversions
Attribution Analytics
The science of determining performance of each marketing and/or advertising initiative.
KPI: conversion
Lead Request
Purchase
Call / Inquiry
Conversations
Buzz Monitoring
The science of determining the mentions occurring on the social web.
KPI: conversations
Sentiment
Topic Trends
Volume
GENERATING EARNED MEDIA
Digital “word of mouth” marketing
Facebook Connect
Solution for integrating Facebookfeatures with a website
Benefits:User Authentication Publish to news feedPersonalization
More Info on FB Connect:
http://www.facebook.com/connecthttp://developers.facebook.com/connect.phphttp://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites
Facebook Connect – BeeWell Miles
Facebook Connect – Earned Media
Return on Investment (ROI)
Each time a fan publishes their activity to their newsfeed, the value of the impression can be attributed to the cost of a paid advertisement. The overall value can be considered to be more due to its placement and affiliation to a friend.
ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
ATTRIBUTION ANALYTICS
Determining the effectiveness of SM efforts
Attribution Analytics Challange
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User reads article about TI on PubCon.com with no link
User searches “Treasure Island” on Google
User lands on treasureisland.com
User books hotel room
Social Media Measurement
Customer Stage
What
Sample Metrics
Measurement
Increased Measurement Value
Brand Manager, Corporate Communications Online Marketer
Popular Tools
Awareness Influence Action
Output Outtake Outcome
Who’s talking about you?What are they saying about
you?What does it mean to your
business?
Share of voice, advertising, # of mentions, # of views
Brand association, message awareness, qualitative
assessment
Site visits, registrations, conversions, ROI
Google, Visible Technologies, Radian6, TrackUr, BuzzMetrics, Technorati, Cymfony, Techrigy
BuzzLogic, BuzzMetrics, Techrigy, Cymfony, Visible
TechnologiesWeb Analytics
Online Attribution Analytics
Total Website Traffic
Direct Link with Click
Direct Link without Click
No Direct Link
Last Click Attribution is Not Always Accurate
Last Click Attribution refers to crediting the last click that a user made to a site conversion.
In reality, conversion may have been caused by a number of touch points in the form of PR, social media, video, etc.
Understanding how these assets affect your search volume and conversion rate is critical in determining which of your online marketing initiatives are most effective.
Campaign codes for outbound SM links
Source: Facebook Page Name
Medium: Facebook Page Tab
Name: Description of the Link
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Example:
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
M%2B2_5
Using Google Analytics
Attribution Analytics – SM Segment
Attribution Analytics – SM Segment
Attribution Analytics Applications
Search - Measure the impact of social media, PR and video on driving brand related search activity.
Social Media – Measure the impact of social conversations across all traffic channels.
Online PR – Measure the impact of online PR and news coverage across all traffic channels.
Bookmarks – Measure what portion of the bookmark traffic was affected by social media, PR and video.
Competitive Analysis – Measures the percent of your website visitors who also visited a competitor’s website.
WHAT CONSTITUTES SUCCESS?Social Media Efforts Are Measurable
Quantitative Measurements
Number of fansNumber of comments, posts, threadsNumber of widget downloads Number of feed subscribers Number of pages bookmarked Number of bloggers engaged Number of blog posts per blogger Total number of blog posts Number of friends/followers Number of social network page views Number of event responses/subscribers
There are numerous KPIs to track for social media.
Total traffic driven to destination page Total email subscriptions Number of new links secured by Social media marketing Total text subscriptions Number of video views Number of Ratings, Reviews and Votes Number of pages forwarded Conversion rate of referral traffic Time on Site Brand SentimentMood of conversational marketing
Qualitative Measurements
Corporate Reputation
Negative/Positive Relationship Ratio
Customer Opinions and Wishes
Social Media Buzz Monitoring Dashboard
Social Media efforts can be held to familiar KPI’s:
Frequency
Reach
Impact
ROI = BENEFITS – (COSTS + RISKS)
COSTS + RISKS
Measuring Success
“These will be
cumulative events
and interactions that
will build loyalty for
the companies that
pay attention to
them.”
Scott Monty,Ford
Peter Kim, Social Media Predictions 2009,
12/15/2008
Keyword Analysis Report
High-Leveled Analytics Dashboard
WRAP UP
Conclusion & Questions
Conclusion
It is not enough to just throw up a page
Participate in relevant and active communities
There is not one “right” platform
Integrate across platforms to connect and cross promote
Understand there are different types of internet users
Measure metrics like frequency, reach, and satisfaction
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Handout: Social Media Participation Matrix
Review
Discuss
Determine
Questions?
Michael WeisfeldP 619.699.0767 x247
[email protected] Twitter: @mrweisfeld
http://www.linkedin.com/in/michaelweisfeld
Brought to you by:
@BOLSocial
if Tweetting about this session, please use this hashtag:
#BMA
Follow the BusinessOnLine Social Media team on Twitter at:
APPENDIXAdditional Information and Resources
Strategy & SM Newsletters and Blogs
Jeremiah Oywang (http://www.web-strategist.com/blog/)
SmartBrief Newsletter (http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries)
Mashable (http://mashable.com/)
Chris Brogan (http://www.chrisbrogan.com/)
David Armano (http://darmano.typepad.com/)
Peter Kim (http://www.beingpeterkim.com/)
TechCrunch (http://www.techcrunch.com/)
MarketingCharts (http://www.marketingcharts.com/)
SocialMedia Insider (http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)
Groundswell
"(The book) is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment."
— Ideas: Book Review, Financial Times
"A new book by two researchers explains how companies' reputations can be tarnished by the cacophony of Internet commentary, and how they can fight back.“
— Broadsided, The Boston Globe
Google Alerts – blogs, news
Technorati - blogs
Alltop – blogs, news
Backtype – blog comments
Yacktrack – social comments
BoardReader – forums
Twitter Search – microblog
Social Mention – all
Filtrbox – filter results
Free Tools Paid Tools
Tools for Marketers
Buzzlogic
Radian6
TNS Cymfony
Trackur
Brands Eye
BoardReader
Cision
Nielsen
Sentiment Metrics
More Info: Social Media Webinar
Title: Is your Company Social? Planning a successful social media program.
Release: December 2008
Click here to request the webinar:
http://www.businessol.com/news/main-webinars/archives/default.html#session-2
CREATING ENGAGING WEBSITES
User Centered Design
Marketing Landscape: Online & Offline
Online MarketingOffline Marketing
traf
fic
Website
traf
fic
Understand the User Scenarios
What content are online visitors expecting from your website when they arrive?
What information is valuable to your users and supports your business objectives?
What is your audience doing online when then are not visiting my website?
What Is Expected Of Your Website?
How to strategize and plan for your audience’s arrival?
1. Optimize Pull Marketing Initiatives-Present product/service information when & where users are actively looking for it. (example: search engine marketing)
2. Employ User Centered Design-Build the website so users have an engaging experience and can easily accomplish this goals.
Definition: User Centered Design (UCD)
Insert with graphic An approach to design that grounds the process in
information about the people who will use the product.
*http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
Focus on users through the planning, design and development of a website.
Proof: User Centered Design Statistics
Following a usability redesign, websites increase desired metrics by 135% on average – Jakob Nielsen
46% of users abandon their online transaction as a result of experiencing website problems. – Survey of Online Consumer Behaviour by
Tealeaf/Harris (2009)
40% of users who experience problems on a website say they would switch to an online or offline competitor – Survey of Online
Consumer Behaviour by Tealeaf/Harris (2009)
$25 billion is lost every year due to web site usability issues. – Zona Research