prove it: how to design social to deliver business outcomes, by jason falls
DESCRIPTION
Jason Falls Y'all Connect Presented by Alabama Power June 13, 2014 Birmingham, Alabama Telling your story and serving the branding and awareness function of marketing only gets you so far. At some point, someone will ask what your company is getting from social. Award-winning strategist Jason Falls will bring his candid, no-b.s. style to the task, illustrating how you can drive and measure business outcomes with strong social marketing efforts.TRANSCRIPT
The All-Business, No-Hype Guide to Social Media Marketing
Prove It:How to design social
to deliver business outcomes
Jason FallsPurveyor of Instigatory Practices
Y’all ConnectBirmingham, Ala.
June 13, 2014
The All-Business, No-Hype Guide to Social Media Marketing
S-U-C-C-E-S-S
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?
Customer Satisfaction Scores
Higher Search Engine Results
New Product Ideas
Lower Call Center Costs
More Online Media Coverage
More Subscribers
Faster Response Times
Higher Brand RecallWebsite Traffic
Higher Retention Rate
The All-Business, No-Hype Guide to Social Media Marketing
The Truth of Social Advertising
The All-Business, No-Hype Guide to Social Media Marketing
The Truth of Social Advertising
The All-Business, No-Hype Guide to Social Media Marketing
VoicePrintJewelry.com
The All-Business, No-Hype Guide to Social Media Marketing
VoicePrintJewelry.com
JFALLSFTW
The All-Business, No-Hype Guide to Social Media Marketing
Jason FallsDamn Handsome
@JasonFallsJasonfalls.com
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