the search for the holy social media grail
Post on 18-Sep-2014
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Discerning your Social Media campaigns' ROI can be a nightmare - here are some ways that Blinds.com is re-shaping our thinking on what it means to be successful in the social space. Culture development, community outreach, soft sales lead generation, industry leadership positioning, product development testing - YOU define what makes social work for you. Would love to chat -drop me a note!TRANSCRIPT
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The Search for the Holy Social Media GrailMetrics, Content and Success for the Social Marketer
Katie Laird@Blindsdotcom // @happykatie
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2Lets talk aboutDefining your successCulture, mantras, paradigm shiftsMeaningful metricsThe numbers we care aboutData for goodContent + customer wisdomKatie Laird@Blindsdotcom // @happykatie
3Defining success
Katie Laird@Blindsdotcom // @happykatieIs it in your blood?What is your culture + voice IRL + on the Web?Employee brands matterSocial Media is online PR
Katie Laird@Blindsdotcom // @happykatie
5Whats your Social mission?We are the friendly design experts that advocate for customers and create helpful + beautiful content to inspire.What are you doing this for?Be useful. Learn. Inspire. Be kind. Service + SalesResearchPositioningAwesomenessKatie Laird@Blindsdotcom // @happykatieAlign business goals with strategy6Start with the endLower repeat customer service callsConnect with ____ audienceTest product / feature launchEarn blogger linkbacksSafety awarenessSocial >> Radio >> Direct Mail >> Email Marketing >> Website >> PPCConnect the dots..Katie Laird@Blindsdotcom // @happykatieLower customer service calls about _____
Expose disability / elderly community to new accessible product
Move customers to action on cleaning homes
Safety awareness7Altimeter Social Media ROI Cookbook
www.slideshare.net/Altimeter/the-social-media-roi-cookbook
Altimeter Social Media ROI Cookbook www.slideshare.net/Altimeter/the-social-media-roi-cookbookMetrics that matterKatie Laird@Blindsdotcom // @happykatie
A Social Media planning surpriseKatie Laird@Blindsdotcom // @happykatie
Facebook Likes are no longer our victory now we use them as indicators that were getting where we want to go as a company in social.
Our main objective is NOT revenue.
Its customer experience and insight we apply in other channels -- we help people learn about and feel comfortable ordering blinds on the Internet we have to be relevant, interesting, funny, shareable and helpful to garner more attention and shares.
We view our social strategy in a more big picture kind of way. Social Media is a worthwhile activity because it helps our company realize its mission.
YOU BECOME WHAT YOU MEASURE focusing on soft metrics can lead to $$$, but thats not always the best thing to focus on solely.11
New focus: InteractionConversation rateCommentsAmplification rateSharesApplause rateLikesEconomic value $$$www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
12New focus: Soft leads + early indicatorsOrder free samplesWatch videos Read product reviews Schedule Face2FaceSign up for emails
www.Blinds.com/face2face Now lets talk conversions
Custom URLsUnique promo codesTagged landing pagesSale timingIt is possible to see last click or assisted conversions just know what youre measuring for and have a solid grasp on realistic expectations.14Data for goodKatie Laird@Blindsdotcom // @happykatie
Product development + launch
Katie Laird@Blindsdotcom // @happykatieWhat makes the blogosphere chatty?
Katie Laird@Blindsdotcom // @happykatieTest different contests, giveaways and blog partners to see what combination of ctas and 17
Make heroes
Test often and19Be geeky + be greatKatie Laird // PR [email protected] @Blindsdotcom +@happykatie