balancing the speed of business v. the return on your investment
TRANSCRIPT
presents
presented by
Balancing the Speed of Business v. the Return on Your Investment
Vince Bryant and Kevin Schaffner
What We Will Cover
• Who has the Time? • Goals of Social Media
– The Power of Word of Mouth– Building Trust and Creating Advocates
• Techniques and tips for the platforms:– Facebook– Google+– YouTube– LinkedIn– Twitter
• The Convergence of Search and Social– Tying it all together…
• Tools for Measuring ROI
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Time to do it well…
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“Word of Mouth is the best medium of all.”
Bill Bernbach, CFO and Founder,DDB World Wide Communications Group
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Where we are now…
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Building Trust…
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Building Trust….
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Site-Seeker, Inc. 2012
Social Media Platforms
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Site-Seeker, Inc. 2012
Facebook Branding
Shortened Facebook url
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Site-Seeker, Inc. 2012
Google+ Business Page – getting started
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From your Google+ Personal Account
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From your Google+ Personal Account
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Build your profile:
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1
Add your info:
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2
Brand your page:
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3
Start to build your community:
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4
Manage your circles:
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Search
Google+ Business Pages will be indexed for search!
Create a custom Google+ URL
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Site-Seeker, Inc. 2012
YouTube – Why?
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Uploading Video
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Annotations
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Friends & Subscribers
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Engagement
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Playlists
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Site-Seeker, Inc. 2012
Two key points:
1) Seek recommendations
2) Grow your connections, with the right people
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Optimize Your Profile
Like website search optimization (SEO)
Keyword-rich sentences
Google can see it and LinkedIn’s own search can see it
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Company Pages
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Geography
Industry
Job Title
Job Function
Group
Gender
Age
Exact Targeting•Better targeting•Lower cost•Easy to manage
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Site-Seeker, Inc. 2012
Twitter Tips for Business
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Community1Search Twitter for: Brands, People and Keywords
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Direct Messages (DM)
Do’s Thanks for follow, with personalized message
Quick private conversations offline
Dont’s Automated messages to new followers selling them
Automated messages asking new followers to “LIKE” your Facebook page
ANY automated message, period.
2
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ReTweets (RT)
• Great way to connect with people you want to engage with.
• Don’t just RT. Add value to the conversation…
3
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Hash Tags (#)4 #bbsmc#joltbolt
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Consistency
Establish community
Engage regularly & consistently
Monitor and respond
Utilize tools to help maintain consistency
5
XCONSISTENCY
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6“Push” tweetsare all about me!
10%PUSH
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“Pull” tweets areengaging and encourage conversation.
7
90%PULL
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Monitor Effectiveness8
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Management Tools9
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The convergence of search and social.
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Search Engine Optimization
Relevance• Title tag• Keywords
and description
• H tags• Content• Alt tags
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Maximize Opportunities
Multi-purpose Content
Engaging:
- fans
- markets
- customers
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Social Media
PublishedOnline Media
MarketSheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
PublishedPrint
Media
BlogPost
SM Platforms
EmailCampaign
YouTube
When you are doing it well…
Tying it all together…
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Tools for Measuring ROI
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Google Analytics. . .
• What is it?o Website Traffic Measurement & Analysis
Tool
• Where Do you get?o Freeo Webmaster to install
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GA Social Plugins
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GA Social Plugins
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Google Real Time
True Reach
People Talking About This
Virality Friends of Fans
Facebook Insights
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Seeing it in action . . .
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The proof is in the numbers . . .
• Facebook referrals jumped 50%
– The value of those referrals?• Average time on site went from 1:30 to 7:10• Bounce rate dropped by 20%
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Site-Seeker, Inc. 2012
What’s Reported
• Views Reports– Views– Demographics– Playback Locations– Traffic Sources– Audience Retention
• Engagement Reports– Subscribers– Likes and Dislikes– Favorites– Comments– Sharing
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Views Reports
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Engagement Reports
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• LinkedIn Analysis
Measuring engagement . . .
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LinkedIn groups
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Site-Seeker, Inc. 2012
Tweetstats, Engagement Metric
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Social Media Key Points…
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate in Discussion
Lead Discussion
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• View social media as a resource for word of mouth marketing
• Build Trust by being transparent and open
• Become efficient with a social media schedule
• Utilize ROI tools to measure success
Thanks!
• Vince Bryant– (585) 455-8420– [email protected]
• Kevin Schaffner– (315) 256-1180– [email protected]
Site-Seeker, Inc. 2012