MONITORING and MEASURING

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3 track-able priorities for an effective social media strategy

What to include in your social media crisis plan

Implementing social media guidelines into the employee handbook and why companies should have guidelines

MONITORING and MEASURING

•81% of people with an Internet connection use some form of social media. (To put that into some real numbers, 170 million Americans are on Facebook.)

•78% of these social media users interacted with companies via social networking sites and tools, like the company’s Facebook page or their Twitter account.

•89% of these social media users believe their favorite brands should interact with them on these social media sites. In other words, they want to hear from you.

Let’s

talk #’s

Source: Book by Jason Falls and Erik Deckers No Bullshit Social Media

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Make your social strategy more effective, pick a priority & track it.#LaunchLLC

1 Traffic from social media sites

2 SEO ranking

3 Leads

things brands can track and

see measurable results from

How can we make a social media strategy

more effective?

The more links you create for your brand between social media and other online sources, the more value you add to your brand, which makes it more searchable and grows online exposure.

Priority 1 Increasing traffic from social media sites

Track specific links with www.bitly.com .

Insert specific link on bitly to shorten and track how many clicks you get from social media to a blog, website, video, etc.

How to

track it?

1. Track your website visits using Google Analytics.

2. Make note of your current traffic level.

3.Monitor traffic during the campaign. Make note of what sites bring traffic to your website.

4. Evaluate traffic patterns. If using more than one social site, track # of visits from each site. This may show you were you want to spend more time communicating.

For the most effective long-term SEO strategy, focus on great content, both on your website and across other sites, such as a blog and social media sites, which are your off-page SEO sources.

Every new piece of content you add supports, strengthens and showcases your online visibilty, making your web presence stronger as you grow bigger.

Priority 2 Improving SEO ranking through social media

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Most effective long term SEO strategy is sharingcontent on my website & across other sites. #LaunchLLC

1. Determine how you want your company to be found.

2.Then search for your brand using those keywords.

3. Take note of where you rank currently.

4. Develop content you want to share through originalblog posts, videos, white papers, or links to related material.

5. Begin sharing the content via social media.

6. Check your rankings and evaluate your message.

How to

track it?

+ SEO??

Take note of where Launch Facebook is ranked, over the website.

Google found Facebook to be relevant information when Launch LLC South Bend was searched.

Competing with numerous businesses in Google search for term Launch LLC.

Made it on page 1 because of website content, and also because of Google+ account.

Priority 3 Generating leads

Take your social media beyond just chatting with your customers, begin driving leads.

After spending time creating the relationships with customers and gaining their trust, it is time to start utilizing this channel to develop the buying relationship .

80% of Facebook users want coupons, promotions, discounts

84% of Facebook users are active daily

51% of Facebook users said they are more likely to buy a product since becoming a fan

*Source: Mashable

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Take social media beyond chatting & begin driving leads. Insert CTA’s. #LaunchLLC

1.Decide what you want to capture from a user. Emails, demographics, product reviews .

2. Give them a reason to give you information, think back to what 80% of users want from Brands!

3.Begin asking users and display the call to action on social media sites. Use entry form to collect info, make it easy for them.

-Use apps or create one to custom fit your brand

4. Take the information and filter contacts to salesTeam to follow up and keep track of sales made.

How to

track it?

Use a stock form such as ContactMe, easy to integrate on your site.

Contact form integrated with a giveaway.

Think about what makes users want to share their info with you.

INTERACTION IS KEY

Protect Your

Brand

Focus here, user points out company is ignoring posts.

Company responds quickly after user posts about the incident and asks to get in contact with her directly.

Crisis action planInform those involved how you expect things to be handled.

Include answers to these important questions:

•Who is responsible for reacting ?

•What action is to be taken?

•How do you respond? Publicly or reach out to the individual privately ?

•What time frame do you allow before taking action?

•If action needed from higher level employee, who makes the decision?

•Who is responsible after hours?

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Keep social media team involved and informed of the action plan. #LaunchLLC

What to include in your employee handbook

Work usage: On and off the clock

Personal usage: Can employees use personal page to post company news or is that kept separate

Disclaimers: Such as “Opinion represents my own, not that of my employer”

StopTHINKengage

•No speculating on rumors is allowed. This includes confirming or denying any information concerning new products, Apple regulations, or services.

•Blogs, wikis, social networks and other tools should not be used for communication among fellow employees. This regulation goes further in stating that differences shouldn’t be aired online, co-workers should not be discussed without their permission, and any images relating to other staff members cannot be posted anywhere without their expressed permission.

•Staff are not permitted to post messages or commentary on any Mac or Apple related websites; whether they identify themselves as Apple employees or not.

•If you identify yourself as an Apple employee, you connect yourself with co-workers, products, and the global brand itself — so conduct online needs to be consistent with Apple policies.

•Customer privacy is viewed as a priority for Apple as a brand. Any information concerning customers is not to be discussed online in any circumstance. Apple employees are also not permitted to contact customers for social reasons or soliciting outside of business.

What Apple expects

Why guidelines need to be considered and added to the employee handbook:

Former employee sued over ownership of twitter followers.

Noah Kravitz, of Oakland, California, worked as a product reviewer and video blogger for South Carolina-based PhoneDog from 2006 to 2010.

While working for PhoneDog, Kravitz attracted 17K followers to his Twitter account @PhoneDog-Noah.

The suit alleges when Kravitz "suddenly resigned" in October 2010 he was asked by PhoneDog to relinquish the account but he declined to do so and "merely changed" his Twitter handle to @noahkravitz.

The suit claims Noah now works for a rival company and is using Twitter account to "discredit PhoneDog."

Seeking damages from Kravitz of $340K.

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