how to get the most out of your social media campaigns
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Navigating your company’s strategic entrance into the social media marketing realmTRANSCRIPT
How to get the most out of your Social Media campaigns
Navigating your company’s strategic entrance into the social media marketing realm
SOCIAL MEDIA – Facebook
500+ million active users
50% of active users log on to
Facebook in any given day
Average user has 130 friends
Over 700 billion minutes
spent/user/month on Facebook
Average user is connected to 80
community pages, groups and events
Average user creates 90 pieces of
content each month
SOCIAL MEDIA – Blogs More than 133,000,000 blogs have been
indexed by Technorati (blog search
engine) since 2002
77% of Internet users read blogs
One in four bloggers has an annual
household income of $100K
The most common rate of updating a blog
is 2-3 times per week
56% say that their blog has helped their
company establish a position as a thought
leader within the industry.
58% say that they are better-known in
their industry because of their blog
SOCIAL MEDIA - YouTube
Largest world-wide video
sharing community 2 billion videos viewed/day 24 hours of video uploaded
per minute Age range of viewers is 18-
55, evenly divided between males and females
51% of users go to YouTube weekly or more often
SOCIAL MEDIA - Twitter
Twitter is a “real time news & information network” Limited to 140 characters Link sharing No sales pitch 190 million visitors/month 65 million tweets a day
WHY? Listen. Learn. Share.
Audiences are choosing their own “subscriptions”
Instant Communication
Listening to what people are saying about us
Image from Chris Brogan
WHY? Listen. Learn. Share.
Hearing people’s needs & responding
Ease of Updating news and information
Tweets, Posts, etc. vs. full webpage creation
Audience Familiar Interface – getting to know us
“Richard~~ Can you please tell me where I would have to go to get appraisals on two of your pieces that I own? We're adding an insurance rider and they're asking for the replacement values. Thanks!”
How do we market & become a trusted social media voice?
Avoid sales pitching Illustrate your expertise, not
your catalog Overshare that of others Offer to inform or help “if they’re
interested” Be confident you offer value Make the conversation about
them Designate a buyers channel
Our Approach
Our Approach
Our Approach
Primary goals for Social Media efforts:We will know our Social Media efforts are worth continued
and further investment if…
Facebook fans increase by…. YouTube subscribers and viewers increase by… Twitter/Blog followers increase by… Fans/followers become buyers Fans/followers become subscribers to online newsletter Fans/followers share our content Fans/followers become engaged Other?
Evaluation and
Measurement Were goals met?
Did program reach target?
How to do better next time?
How Can You Measure? Qualitative analysis
Quantitative analysis
Content analysis
Focus groups
Surveys
Web metrics
Email metrics
Financial performance
Case Study: National Fibromyalgia Association “10,000 for 10 million”Challenge: Website not updated regularly; no interactivity with
visitors Limited staff and resources to support social media Members still don’t understand what it is the NFA does
exactly Negative misinformation about NFA being posted
online
Goals: Increase number of fans/members Build positive image of NFA; respond to negative
misinformation Share NFA news in real time Convert fans into advocates; Increase subscribers to
its online and print publications Use as fundraising tool
Case Study: National Fibromyalgia Association “10,000 for 10 million”
Solutions: Create and implement strategy that will: Develop timeline of content for key updates and posts Cross-promote Fans page (website, e-newsletter, email
signatures) Continually monitor and engage audiences
Results: Fans increased from 2,000 to 10,000 fans in 3 weeks Surpassed competition (average fan base = 3,000) Daily average post views of NFA page = 230,000 Media coverage of campaign (OC Register0 Negative misinformation about NFA nearly non-existent Increased awareness of programs and services Increased number of subscribers to online and print publications Increased number of donors to fundraising campaigns Increased visitors to website, blog and Twitter followers (new) Created positive good will and image of NFA among base
Walson Communicationswww.walsonpr.com155 N. Riverview Drive, Suite 125Anaheim, CA 92808 TEL: 714-970-2268FAX: 714-495-4078Cell: 714-865-4147
Navigating your company’s strategic entrance into the social media marketing realm