social media: is any of this working?

What am I Doing and is this Even Working?

Amanda O’Brien (@amanda_pants)Amanda O’Brien (@amanda_pants)VP of Marketing – Hall Internet MarketingVP of Marketing – Hall Internet MarketingOrganizer – Social Media Breakfast MaineOrganizer – Social Media Breakfast Maine

Photo credit: http://www.flickr.com/photos/w9ned/3563985252/in/photostream/

Who I am

Amanda O’Brien - @amanda_pantsVP of Marketing, Hall Internet Marketingwww.hallme.com@hall_web

Organizer, Social Media Breakfast Mainewww.socialmediabreakfastmaine.com#smbme

Blogger at largeAmandapants, Guiding Stars, PROXI, SocialMediaB2B, Hall, SMBME etc.

Take all the fun out of social media

What we will talk about

• Dealing with social media overload• Setting up a plan• Managing your time• Guidelines and policies• Measuring what is (and isn’t working)• Making unicorns cry

You should try Social Media!You should try Social Media!

Facebook is so fun!

Twitter is so easy to use!

Photo credit: http://www.flickr.com/photos/earlg/163755542/

Bob just landed a huge project from

LinkedIn?

Did you read the Yelp review of this

place?I can’t believe she isn’t on

Google+ yet!

I can’t check-in to your place

on Foursquare!

How do I do all of that and run my business?!?

• You HAVE to run your business• Don’t lose yourself in your social media-ing• That doesn’t pay your bills

Tie your social media goals into your business goals!

Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/

What are you participating in

social media for?

• Short term sales• Engage existing customers• Complement promotional campaigns• Encourage word of mouth• Brand awareness• Increase searchability• Spread news and information about your business

Photo credit: http://www.flickr.com/photos/lentina_x/3596663014/

Setting up a planSetting up a plan

Photo credit: http://www.flickr.com/photos/lachlanhardy/221868712/

“You've got to be very careful if you don't know where you're going, because you might not get there.”

Do some researchDo some research

What are your competitors doing?What are people you admire doing?

Inbound Traffic to your websiteTwitter search

Photo credit: http://www.flickr.com/photos/gregwake/209493486/

• Where do your people hang out?Where do your people hang out?

• Not your peers, your customers – be there!Not your peers, your customers – be there!

Photo credit: http://www.flickr.com/photos/33284937@N04/5609256343/

Managing your timeManaging your time

Pro tip: Track your time!

Photo credit: http://www.flickr.com/photos/javiervazquez/3320521025/

Is there an Is there an off and on?off and on?

Photo credit: http://www.flickr.com/photos/butterforfilm/2954894577/

Pomodoro TechniquePomodoro Technique

Create Guidelines and Policies• What as a company will you do and not do?• What staff can do and not do?• What public can do and not do?

Photo credit: http://www.flickr.com/photos/lwr/1195568953/

Talk to your lawyer

Talk about your fears and get them addressed

Add to your existing communications policy

•Confidentiality

•Defamation

•Intellectual property

•Permission rights

Things you can measure

•Traffic data•Fan/follower data•Interaction data•Content performance

Photo credit: http://www.flickr.com/photos/427/2110349532/

Measuring Social MediaMeasuring Social MediaMeasuring Social Media

Where is the ROI?Where is the ROI?

Neilson ratings suck

IMHO

The more The more digitaldigital we get, the more we can track we get, the more we can track

( + ) x

ROI is EasyReturn on Investment

Ratio of value received to the actual cost over a base period of time

Resources x Rate

Return= ROI

Time spent (track it)

Talent & Technology

Rate

Money in the bank

So what is the problem?High bounce rates| Low conversion rates | Low pages per visit | Fear

Tippy top of the sales funnel – Discovery – Powdered SugarBottom of the barrel of the sales funnel – Retention - Dough

Photo credit: http://www.flickr.com/photos/anotherpintplease/3687440551/

Eloqua: http://blog.eloqua.com/the-content-grid-v2/

Eloqua Content Grid

•Prospect Goals•Key Performance Indicators•Distribution channels

Let’s Measure!

Photo credit: http://www.flickr.com/photos/27718575@N07/4307801877/

Fan/Follower Data

Twitter Analytics

ComingSoon!

Traffic Data

Interaction data

Content Performance

URL BuilderGoogle URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578

Advanced Segments

Create Custom Reports

Multi-channel funnels

http://www.youtube.com/watch?v=Cz4yHOKE5j8

Social Interaction Analytics

http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.htmlhttp://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/

Social Interaction Analytics

We still cool?

One ExampleCruiseSource andRoyal Caribbean

Social Media contest: Objective Data points

• Blog post views/shares• New fans• Views/interactions• Mentions• Search rankings

Summary

Photo credit:http://www.flickr.com/photos/davidspinks/4456919581/

The Results

http://www.socialmediabreakfastmaine.com/a-good-twitter-contest-cruisedeals-com/

Quickest Summary EverIf you are going to put the effort in you should:

•Have a plan•Protect yourself, your staff and your customers with guidelines and policies•Measure if it works with key business metrics (not social media metrics)•Keep what works, ditch what doesn’t

Questions

Amanda O’Brienamanda@hallme.com

@amanda_pants

www.hallme.com/blog/www.socialmediabreakfastmaine.com

Amandapants.com

Tomorrow!Local BrewersChris Brogan