Getting Results From Social Networking

Getting Results from Social Networking

John Whalen, PhDDirector, User Experience and Design, e.magination

• Founded in 1992• 50+ employees

• Largest Web Design Firm in Baltimore 2007 - 2009

• Over 700 Web sites launched

Webinar brought to you by:

e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.

And also brought to you by:

• I’ve used social to deliver social.

• Check out my favorites on slideshare:– David Armano– Marta Kagan– Erin Malone– Jesse McMullin– Hubspot– Tara Hunt– Billy Fischer

Also brought to you by:

100,000,000 videos (65,000 new videos/day)

200,000,000 blogs

39% subscribe to an RSS feed

57% have joined a social network

55% have uploaded photos

83% have watched video clips

Agenda

• What is the business benefit for me?

• How do I get started? What tools should I use?

• What could go wrong if I just “get it out there” without a strategy?

• How much effort is this going to take? How do I manage it?

• How do I know if I’m successful?

ROI

70,000 Ideas for Starbucks

Benefits of Using Social Media

Benefits of Using Social Media

Lead Generation: Content -> Customers

Google Optimization

More blogging means more visitors…

Social is to $ as PPC is to $$$

Why social media?

• Incredible growth in usage• Lead Generation• Low cost• Build community• Demonstrate expertise• Listen to your audience• Highly targeted

Fencing Company

Social Media Penetration

Google Rankings0

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BeforeAfter

Agenda






How to get started

Places to Listen

Twitter Blogsearch.google.com

Participate in Q&A

Know how your audience participates

Determine how you’ll participate

Be Useful

Think Reference (that is SEO tuned)

Where

Measurement: Return on … Engagement?

• Long Term: Leads > Customers

• Short Term– Views– Comments– Uploads– Reviews– Retweets

Agenda






WIIFM?

Think like your audience

Think about what gets shared

Think about goals

• Lead Generation• Low cost• Build community• Demonstrate expertise• Listen to your audience

Build a Web Strategy

e.magination recommends:

– Know your goals– Know how/where your audience is in the social space– Figure out who’s making the content– Know your metrics for success

Agenda






The Tough Questions

• Who will utilize social media?• Do you need an internal policy?• Who will be responsible?• How can we fit this into your day?• How will you handle negativity?• Are you willing to take risks?• How will you measure the results?

What can you continually produce?

• Publish list of links• Take recent experience and share it• Answer questions you received recently• Comment on other articles• Check your email outbox

Who else could produce the content?

• Your friendly neighborhood consultancy…

• Starts with an “e.”

• Ends in “magination”

Agenda






What was the goal?

• Lead generation• Thought leadership• Building Community• Leads

Twitter Followers?

Blog Followers?

Customers!

Don’t forget the non-financial impact

In Summary

• Listen– Know your audience– Answer “WIIFM”

• Plan– Know your goals– Know how/where your

audience is in the social space

– Figure out who’s making the content

– Know your metrics for success

• Create, Experiment– Be authentic, speak like a

human, give to get– Experiment, Measure and

Adjust

• Manage Well– Learn how to effectively

participate socially– Have your site ready for

conversion– It’s a slow process– Be ready to answer ROI

questions

John Whalen, PhD

Director, User Experience

Twitter: @johnwhalen

Email: [email protected]

LinkedIn: http://www.linkedin.com/in/johnwhalen

Thank you!