social media 101

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This is a presentation that Greater Halifax Partnership's Maria McGowan delivered to member of the Downtown Halifax Business Commission on March 29, 2011

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  • Social Media 101Presentation to members of

    Downtown Halifax Business CommissionMarch 29, 2010

    Maria McGowanInternet & Marketing SpecialistGreater Halifax Partnership

  • The Social Media bubble will burst

    There is no bubble The tools will change, the platforms will evolve Were hard-wired to be social We did not grow tired of the telephone, television or the

    internet

    Its value is too great to give up Mobile technology is the game changer

  • Anyone can do that job

    Just because someone spends time on Facebook doesnt mean that he/she is qualified to be an online community

    manager for your organization

    Not as simple as managing a personal social media account Set criteria, guidelines and even a strategy This is a serious, legitimate activity

    Anyone can do that job

  • Have a plan

  • Listen Keep RTs to a minimum Share original ideas (be inspired by best practices) Be creative, clever and find angles Be positive Keep at it and ditch the corporate speak Handle negativity on an individual basis Dont be a parrot

    Be yourself

  • Set guidelines

  • Know how youll speak to your followers

    Know your target audience Quality vs quantity Dont add to the noise

  • How we use social media

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded)

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags)

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment Immersed into our culture, lunch & learns/one-on-ones

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment Immersed into our culture, lunch & learns/one-on-ones Senior execs are tweeting

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment Immersed into our culture, lunch & learns/one-on-ones Senior execs are tweeting Regular internal emails when we reach milestones, staff member wrote a blog post etc

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment Immersed into our culture, lunch & learns/one-on-ones Senior execs are tweeting Regular internal emails when we reach milestones, staff member wrote a blog post etc Annual awards (internal)

  • Greater Halifax Partnership and Social Media

    Annual Social Media Strategy with metrics Incorporated into marketing & communication plan and organizational business plan Monthly reporting Blog, Twitter, LinkedIn, SlideShare, Facebook Page, NING, Flickr (theyre all branded) Live-tweeting during press conferences, events, meetings etc (with hashtags) Newsroom environment Immersed into our culture, lunch & learns/one-on-ones Senior execs are tweeting Regular internal emails when we reach milestones, staff member wrote a blog post etc Annual awards (internal) Experimenting/ learning environment

  • why we use social media?

  • social media ROI

  • Facebook likes or followers on Twitter

    Its not just about

  • For example

    Shares Mentions (positive, negative or neutral) Blog comments Retweets @mentions email opens and click through rates likes of a Facebook page

    That kind of stuff

    But theyre good for measuring engagement

  • Lowered cost of new customer acquisition Reduction in average customer serving costs Increasing customer satisfaction

    Its really about

  • Heres what you can do

  • - awareness?

    - lead generation?

    - visits to website

    - more relationships?

    What are your social media objectives

  • Quantitative Metrics

    Qualitative Metrics

    ROI Metrics

    There are 3 categories of measurement

  • These metrics are data-intensive & number-oriented.

    Success Metrics Goal

    monthly sales directly linked to Twitter $ monthly sales

    new customers directly linked to

    Twitter

    $ monthly sales directly linked to

    Twitter

    #1 Quantitative Metrics

  • Dell is capitalizing on Twitters

    real-time nature for exclusive,

    limited customer / limited-period offers

  • These metrics have an emotional component

    Heres a campaign to increase satisfaction:

    Success Metrics Goal

    Amount of positive comments sent to

    customers per week within a given

    time

    Amount of positive conversations

    about your organization or company

    per week

    Amount of good suggestions that your

    company hadnt thought of

    Amount of suggestions collected per

    month and amount that you actually

    implement

    #2 Qualitative Metrics

  • Users felt that they had a role in the decision making

    process of the company.

    They felt that Starbucks cared.

  • #3 ROI Metrics

    Success Metrics Goal% of people you converted from a

    prospect to a customer on your e-

    commerce site

    Increased customers

    How many people you converted from a

    prospect to a client on your B2B site

    Increased clients

    All roads lead to here

    Conversion rates:

  • Lets do some math

  • Its the most important formula in social media

    CLV is the amount of revenue a customer will bring to your

    company over the course of his/her lifetime with your brand.

    Understand your Customer Lifetime Value (CLV)

  • For example:

    Typical customer spends $10 per month and

    stays loyal for 3 years.

    $10 x 12 months x 3 years = $360 (CLV)

    Estimating your Customer Lifetime Value (CLV)

  • Many people use 10% of their CLV as a starting point.

    So theyll spend $36 to acquire 1 new customer

    Customer Lifetime Value (CLV) and social media

  • $36 is what it takes to get 1 customer.

    Lets say you want to run a Social Media campaign to get

    100 customers

    $36 x 100 = $ 3,600 campaign budget

    Customer Lifetime Value (CLV) and social media

  • Landing page?

    Mobile app?

    Monthly e-newsletter with tips to stay in

    front of prospects and new customers?

    Video(s)?

    Facebook ads or LinkedIn ads?

    Testtesttest

    What $3,600 can get you

  • Pay off?

  • - More engagement with your audience

    - Understanding your audiences behaviours

    - Measurement

    - Goals reached

    - Buy in

    Pay off?

  • Maria McGowanInternet & Marketing SpecialistGreater Halifax Partnership

    @mariamcgowan@greater_halifax

    Thank you

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