unleash social media (and measure its impact)

MEASURING SOCIAL’S IMPACT ACROSS THE ORGANIZATION

AAF FARGO NOVEMBER 2015

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LAUREN TEAGUECONVINCE & CONVERT’S

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#AAFNDTWEET BEHIND MY BACK, JUST DON’T FORGET TO TAG

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JAY BAERCONVINCEANDCONVERT.COM

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DANIEL LEMIN

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MEASURING SOCIAL’S IMPACT ACROSS THE ORGANIZATION

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IMPACT OF SOCIAL FIRST, LET’S TALK ABOUT THE

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MOVE SOME OFF-LINE DOLLARS ONLINE“ONLINE ADVERTISING NOW OFFERS A STRONG ALTERNATIVE TO SOME TRADITIONAL MEDIA, SUCH AS PRINT YELLOW PAGES.

CONSIDER MOVING SOME OF YOUR TRADITIONAL DIRECTORY ADVERTISING DOLLARS INTO ONLINE DIRECTORIES AND SEARCH ENGINES.” “Hottest Marketing Trends for 2008” via entrepreneur.com

http://entrepreneur.com

WHO SETS STRATEGY?CORPORATE MARKETING, 54 PERCENT

SOURCE: LINKEDIN TECHNOLOGY MARKETING COMMUNITY

WHO CREATES CONTENT?53 PERCENT SAY CORPORATE MARKETING

SOURCE: LINKEDIN TECHNOLOGY MARKETING COMMUNITY

CREATE CONTENT, 30 % HANDLE SOCIAL MEDIA, 53%

ROLE OF AGENCIES

SOURCES: LINKEDIN TECHNOLOGY MARKETING COMMUNITY & ORACLE/LOOKBOOK HQ

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SOUND FAMILIAR?

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PGA TOUR TIMELINE

PROGRESSION OF RESPONSIBILITY

2008: Social Media Coordinator

2012: Team of Two

2014: Content Team

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CONTENT

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THE POINT IS THAT IT'S NOT A "SOCIAL" TEAM, IT'S A DIGITAL TEAM, AND THAT'S WHY EVERYTHING WORKS TOGETHER.

@DJPie

@PGATOUR HITS 1M FANS NOV 2016

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SOCIAL ACROSS THE PGA TOUR

GOING FAR BEYOND THE DIGITAL HOMEBASE

▸Communications

▸Tournaments

▸Entertainment / Production

▸Corporate Marketing

▸Legal

▸HR

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SOURCE: ALTIMETER SOCIAL BUSINESS SURVEY 2015

WHICH DEPARTMENTS REGULARLY COLLABORATE ON SOCIAL BUSINESS STRATEGY?

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26.2EVANGELIZE AS IF YOU’RE RUNNING A MARATHON, NOT A SPRINT

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SAFEWAYCASE STUDY

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SAFEWAY CASE STUDY

APPROACH ONE: FIT SOCIAL PEG INTO THE DIGITAL HOLE

▸ PAGE VIEWS

▸UNIQUE USERS

▸ TIME SPENT

▸ LEADS

▸CUSTOMER RETAIL VALUE

▸ LIKES AND COMMENTS

▸ FANS & FOLLOWERS

▸CLICKS ON BIT.LY LINKS

▸ PEOPLE TALKING ABOUT THIS

▸ STORIES CREATED

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SAFEWAY CASE STUDY

APPROACH TWO: TEACH EXECUTIVES WHY SOCIAL MEDIA IS IMPORTANT

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APPROACH TWO: OVER-EDUCATE TO THE POINT OF CONFUSION

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APPROACH THREE: USE SOCIAL TO IDENTIFY AND SOLVE BUSINESS PROBLEMS

▸ What is the business objective we’re facing?

▸ What are metrics we can collect and show from social, that are complementary to other ways we measure our business?

▸ What outcomes can the social media program be credited for, directly or assisted?

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A-HAMOMENT

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SOCIAL LISTENING AVERTS CRISIS

▸ Identified potential crisis issue by monitoring social media

▸ Gathered real-time customer opinion and feedback through social listening

▸ Digital team escalated issue to Executives

▸ Allowed Safeway to take decisive action and get ahead of customer backlash by removing pink slime meat from all stores

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SOCIAL MEDIA IS NOT A TRANSACTIONAL RESPONSE TOOL; IT’S A RELATIONSHIP

Paul Albright

@SAFEWAY SR. SOCIAL MEDIA MARKETING MANAGER

PATIENCEEVANGELIZATION REQUIRES

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U.S. MARINESCASE STUDY

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OLD TACTICS AREN’T WORKING LIKE BEFORE

BUSINESS PROBLEM:

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@USMARINECORPS

AHA MOMENT!

▸ A simple photo congratulating recruits resulted in record-number of engagements for the local recruiter’s Facebook Page.

▸ Shift away from your brand message and focus on your community.

▸ Recognition on Facebook drives storytelling and engagements.

▸K.I.S.S.

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170LOCAL PAGES FOR RECRUITING CENTERS

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ORGANIZATIONAL SOCIAL MEDIA LITERACY IS FAST BECOMING A SOURCE OF COMPETITIVE ADVANTAGE

McKinsey, 2013

TWEET THIS:

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STRATEGIES

MAKE YOUR ORGANIZATION MORE SOCIAL, FROM TOP TO BOTTOM

▸ Social is a skill set, not a job.

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SOCIAL MEDIA COMPETENCY

IS NOW A JOB REQUIREMENT

AT CITRIX

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STRATEGIES



▸ Secure buy-in from executives

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STRATEGIES




▸ Teach and empower through internal training

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STRATEGIES




▸ Teach and empower through internal training

▸ Dedicated social team works to move business units forward, keeping an eye on opportunities for digital transformations.

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MEASURING ITALL GOOD? NOW LET’S MOVE TO

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DEFINE YOUR MEASUREMENT NARRATIVE BEFORE YOU START!

IN A PERFECT WORLD

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MEASURING SOCIAL’S IMPACT

GROWTH METRICS

▸ Social Connections ▸ Conversation Volume ▸ Share of Voice

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BUSINESS METRICS

▸ Web or App Traffic ▸ Lead Generation

▸ 💵💶💰

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USE DATA TO YOUR ADVANTAGE

▸ Sentiment ▸ Content Performance ▸ Referrals

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@USMARINESCORP

MEASURING SUCCESS — THE MARINES WAY

▸ Lead Generation and Conversion

▸Engagements, including Click Through Rates

▸Micro-Conversions through funnel stages

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@USMARINESCORP

MEASURING SUCCESS — THE MARINES WAY

▸ Lead Generation and Conversion

▸Engagements, including Click Through Rates

▸Micro-Conversions through funnel stages

▸ Interested Civilians >> Enlisted Recruits “Poolees”

▸Popularity of Vanity URLs (and other campaign tags)

▸Consuming content; requesting information

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COMPLEMENT EXISTING DATA SOURCES WITH

SOCIAL METRICS

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MEASURING SUCCESS - SAFEWAY CASE STUDY

▸Customer Sentiment

▸Conversation Volume

▸Web Traffic

▸Organic Search Keywords

▸Stock Price

▸Quarterly Revenue Impact of Beef

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EMPLOYEE ADVOCACYA QUICK PRIMER ON

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IN 2012, 40 OF THE TOP COMPANIES TO WORK FOR WERE ALSO AMONG THE TOP COMPANIES IN SOCIAL MEDIA

FORTUNE, Dachis Group data

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IF YOUR EMPLOYEES AREN’T YOUR BIGGEST FANS, YOU’VE GOT PROBLEMS WAY BIGGER THAN SOCIAL MEDIA…

Jay Baer

TWEET THIS:

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UNLEASHING SOCIAL

IDENTIFY COACHES & CHAMPIONS

Pair Coaches with individual employees who need an extra boost

Empower Champions to channel their passion and excite the organization

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BENEFITS OF EMPLOYEE ADVOCACY DONE WELL

▸AUTHENTICITY

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SOURCE: GLOBALWEB INDEX

WHAT ARE YOUR MAIN REASONSFOR USING SOCIAL NETWORKING SERVICES?

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▸AUTHENTICITY

▸TRUSTWORTHINESS

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98% OF MILLENNIALS ARE MORE LIKELY TO ENGAGE WITH A FRIEND’S SOCIAL POST THAN WITH A BRAND’S.

Social Chorus, 2013

TWEET THIS:

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▸AUTHENTICITY

▸TRUSTWORTHINESS

▸REACH

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SOURCE: HUBSPOT SOCIAL MEDIA BENCHMARKS REPORT 2015

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3 REASONS WHY EMPLOYEES ARE KEY TO SOCIAL MEDIA SUCCESS

1. Genuinely love your brand

2. Trusted far more than the company

3. Not filtered by social networks in the same way as corporate messages

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EMPLOYEE ADVOCACY

THINK BEYOND TRADITIONAL ‘EMPLOYEES’

▸ What stakeholders can be your brand advocates?

▸ Board members

▸ Ambassadors

▸ Franchisees

▸ Donors (non-profits and education)

▸ Members and Patrons

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RESOURCES FOR EMPLOYEE ADVOCACY PROGRAMS

▸Social Chorus

▸Bambu

▸Dynamic Signal

▸Trap.it

▸Sociabble

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???QUESTIONS

THANK YOU, FARGO!TWEET ME @LAURENTEE