how to set social media business goals
TRANSCRIPT
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
How to Set Social Media Business GoalsDetermining Why Social Media Is a Good Fit & How You Can Use It to Better Your Brand
Conversation Reminder
@NickWestergaard
#UIMKTG
Aligning Social Media with Business Goals
‣ Why We Need Goals
‣ What Can Social Media Do
‣ Case Studies of Each Use
1
Why We Need Goals
“– albert einstein
“Everything that can be counted DOES NOT NECESSARILY COUNT. Everything that counts CANNOT NECESSARILY BE COUNTED.”
A Delicate Balance
Photo via Flickr user aeu04117
Gary Vaynerchuk on NielsenIf this is how social media was tracked and I tried to sell it to a room full of executives today, don’t you think they might point out some big holes in the system?
Photo via Flickr user Silicon Prairie News
“– rudyard “why am i in a marketing talk?” kipling
“I keep six honest serving men – (They taught me all I knew); Their names are
WHAT and WHY and WHEN and HOW and WHERE and WHO.”
Photo source: Wikimedia Commons
Unpacking the “Serving Men”‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social media*
‣ WHEN does this happen? — Timing
‣ WHERE does this happen? — Offline & online space
‣ WHO does this involve? — Personnel
‣ HOW do we get it done? — Tools * Are you sure it has to be social media?
The Business Objective
Photo via Flickr user m.gifford
2
What Social Media Can Do
5 Uses of Social Media‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation
No BS 7 Uses of Social
‣ Brand Awareness
‣ Protect Brand Reputation
‣ Enhance Public Relations
‣ Build Community
‣ Enhance Customer Service
‣ Facilitate Research and Development
‣ Drive Leads and Sales
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
The 6 Things Social Media Can Do
3
Case Studies of Each Use
Branding
Building a Brand
Growing a Brand
The New Water Cooler
Photo via Flickr user pupismyname
Protecting a Brand
Photo via Flickr user Robert W. Howington
Protecting a Brand
Photo via Flickr user Robert W. Howington
Community Building
Photo via Flickr user Pat Scullion
Scissors Community
Community Control
Community Building
Public Relations
Photo via Flickr user comedy_nose
Integrating Social + PR
Connecting with the Public
Potential Sponsor
Sponsor
Participant
Observer
Market Research
Capturing Ideas
Listening to Customers
Responding to Customers
Feedback on Packaging
Customer Service
People Will Say Bad Things ...
Photo via Flickr user Robert Couse-Baker
Forgiving Culture
Photo via Flickr user World Economic Forum
Leads > Sales
Photo via Flickr user Tracy O.
Social Sales Funnel
Lead Generation
And, YES, Sales!
Launch = Leads + Sales
We can lower the amount of traditional advertising we do and see massive cost savings.
WE SPEND 10 CENTS ON THE DOLLAR.
- Jim Farley, Ford
4
Coming Full Circle
Consumer Data Supports This
Business Research Supports This
The Perception Gap
Source: barnickeldesign.com
Why ‘Why’ Is Important
‣ Getting the Right Channel Plan in Place
‣ Allocating Resources — People & Tools
‣ Determining Integration
‣ Goals Set the Stage for KPIs
Why Do You Follow Brands?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard