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Presentation by Jason Peck. Covers planning a successful social media program, social sharing and measuring social traffic via Google Analytics. Given at the Direct Marketing Association of Washington's monthly luncheon on October 18, 2012
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Social Media: It’s Not Just About Facebook and Twitter
Jason Peck10.18.2012
I don’t always tweet but when I do…I’m @JasonPeck
It can take time to see the value…Twitter = stalkers, thieves and jealous girlfriends
Over time, the value becomes more clear
Twitter, Old Spice and real-time content creation
Social media = a set of toolsTools for communication and collaboration
Tools aren’t social. People are.
Social Media MythsWe don’t need to measure anything. Social is free.
Planning A Successful Social Media Program
Start with objectives not buzzwords• Influencer outreach• Drive revenue• Pinterest strategy• Change perceptions• Increase yield• Faster customer case resolution times
Social Media StrategyIf we implement this, how will things change?Considerations:• When/where/how to reach people• Proactive vs. Reactive• Content types and frequency
Social Media and Scale• Think about community growth from an
organic and paid perspective• Focus on activities that scale
Social Media and Adding Value
What Not To Do…
Targets and Tactics• Targets help make objectives a reality• Tactics are specific actions
If you don’t have real targets and tactics, how am I
supposed to know what you’re doing is real??
Social Sharing: Why Should We Care?
Source:http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Social-Sharing-as-Helpful-as-Google-Search-in-Shopping
Social Sharing: Why Should We Care?Social sharing drives valuable traffic
Social Sharing: Why Should We Care?User-user sharing scales better than brand-user sharing
Social SharingPain Points• People aren’t sharing enough• What’s being shared isn’t interesting enough• Hard to tell how sharing affects KPIs
SSO is the new SEOSocial Sharing Optimization: most companies are only scratching the surface• Pre-purchase sharing• Post-purchase sharing• Campaigns to drive sharing• Social sharing + loyalty programs
Social Sharing OptimizationPre-purchase sharing and post-purchase sharing• Copy and creative tests and tweaks
• On-site• What is shared
Social Sharing OptimizationIntegrate social sharing into purchase flows and incentive programs
Social Media and KPIsKPIs are a means to an end…• Sales metrics• Community metrics• Engagement metrics• Website metrics
3 Types of Social Media TrafficSocial media measurement and Google Analytics1. Traffic from shared links2. Referral traffic from social networks3. Traffic from a brand’s social media posts
Google URL Builder Is Your Friend
3 Things To Remember1. Establish objective/s2. Test, test, test3. Think about scale and process
Thank You!Questions?