selling social media & understanding its drivers
TRANSCRIPT
ELASTICITYC A P A B I L I T I E S
S E L L I N G S O C I A L M E D I A & U N D E R S TA N D I N G
I T S D R I V E R S
- Aaron Perlut –ELAST IC ITY
@ A a r o n P e r l u t
— J U N E —
2015
The Vast Social Universe
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
“Simplicity is the ultimate
sophistication”
Aaron Perlut Social Media Measurement
“Simplicity is the ultimate sophistication”
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Boy that Tylenol sure is killing folks!
Bayer, here I come!
“Simplicity is the ultimate sophistication”
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
YOU MUST HAVE
GOALS
Elevate brand awareness;
Protect organizational or brand reputation;
Build community and third-party ambassadors ambassadors;
Facilitate customer service;
Supplement research & development;
Drive sales or leads.
The Social Value Proposition
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
YOU MUST HAVE
GOALS
How can my organization plan a cocktail party that everyone who we care about want will want to attend?
Working the social media party
Aaron Perlut Social Media Measurement
YOU MUST HAVE
GOALS
How can my organization plan a cocktail party that everyone who we care about want will want to attend?
Working the social media party
Aaron Perlut Social Media Measurement
Once they arrive, how can we hear what they have to say?
YOU MUST HAVE
GOALS
How can my organization plan a cocktail party that everyone who we care about want will want to attend?
Working the social media party
Aaron Perlut Social Media Measurement
Once they arrive, how can we hear what they have to say?
How can we have a meaningful conversation with them?
YOU MUST HAVE
GOALS
How can my organization plan a cocktail party that everyone who we care about want will want to attend?
Working the social media party
Aaron Perlut Social Media Measurement
Once they arrive, how can we hear what they have to say?
How can we have a meaningful conversation with them?
How can we get them to take action?
YOU MUST HAVE
GOALS
How can my organization plan a cocktail party that everyone who we care about want will want to attend?
Working the social media party
Aaron Perlut Social Media Measurement
Once they arrive, how can we hear what they have to say?
How can we have a meaningful conversation with them?
How can we get them to take action? How can we have them leave wanting to come back
again? (And to tell their friends!)
Aaron Perlut Social Media Measurement
YOU MUST HAVE
GOALS
Piece of the puzzle
Aaron Perlut Social Media Measurement
1
YOU MUST HAVE
GOALS
Aaron Perlut Social Media Measurement
2
“Measuring without goals is like watching ‘Keeping Up
With the Kardashians.’ It’s just stupid.”
- @AaronPerlut said that. Tweet your hearts out!
YOU MUST HAVE
GOALS
Attract potential new prospects;
Introduce content that appeals to the target audience you wish to reach;
Present periodic calls to action;
Leverage unique coupon codes;
Delineate out social leads vs. advertising;
Track number, conversion rates, efficiency of spend.
GOAL: Lead generation
Aaron Perlut Social Media Measurement
Aaron Perlut Social Media Measurement
3
Aaron Perlut Social Media Measurement
Aaron Perlut Social Media Measurement
4
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
CONTENT
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement
But what about me (or you, rather)???
Aaron Perlut Social Media Measurement
What do I get in return?
Aaron Perlut Social Media Measurement
What do I get in return?
Customer Satisfaction Scores
Higher Search Engine ResultsNew Product Ideas
Lower Cost-Per Lead
Lower Call Center Costs
More Online Media Coverage
More Subscribers
Conversions vs. Public
Faster Response Times
Higher Retention Rate
Let’s ask a better question …Direct Engagement Channel Instant Research
YOU MUST HAVE
GOALS
Let’s get nerdy
Aaron Perlut Social Media Measurement
67 percent of consumer facing companies acquire customers using Facebook.
Online ticketing platform Eventbrite derives $1.34 from every “Like” on Facebook.
One of every six minutes online is spent using a social network.
YOU MUST HAVE
GOALS
Let’s get nerdy
Aaron Perlut Social Media Measurement
According to top CMO’s:
Social engagement increases native website traffic by 68 percent;
Increases conversion rates by 66 percent;
Raises positive customer mentions online by 63 percent.
YOU MUST HAVE
GOALS
IDENTIFY: Understand the reality of what social media engagement brings to your organization or brand;
GOALS: Value of social media begins with setting goals prior to engagement;
TOOLS: Determine which tools (platforms) allow you to achieve those objectives most effectively;
CONENT: Realize that to be effective, you must think of yourself as a news outlet and produce and curate content.
Blueprint fundamentals
Aaron Perlut Social Media Measurement
ELASTICITYC A P A B I L I T I E S
THANK YOU
- Aaron Perlut -P a r t n e r, E l a s t i c i t y
a a r o n @ g o e l a s t i c . c o mG o E l a s t i c . c o m@ A a r o n P e r l u t