A snapshot of a large US eCommerce client presentation. I work with a range of SMBs and larger organisations to tackle questions on digital strategy, content creation and community management. Connect and message me here: uk.linkedin.com/in/jowebber. Thank you :-)

1. Sample Social Media #TopTips US
client presentation
By Jo Webber
Monday, 14 October 13

2. KEY METRICS TO MEASURE...
#1: Fan Reach
Fan reach correlates to the number of fans of your Page who have seen any given post. This is “organic” reach,
which means that it only records the views that occurred directly, and not through an action of a friend of a
fan (such as a like, share or comment). The views that result from a friend’s actions are recorded in “viral”
views.
#2: Organic Reach
Organic reach corresponds with the number of people, fans and non-fans, who have seen a given post. As with
fan reach, organic reach only records views that are not the result of a friend of a fan’s action (which is
counted in the viral reach).
The real difference between the fan reach (above) and this metric is that the organic reach includes views of
people that are not fans of the Page but have directly accessed your Page or seen its content in a widget
(for example, a “like box” on your site or blog).
Monday, 14 October 13

3. INCLUDING ENGAGEMENT
#3: Engagement
Engagement—whether the type that indicates “acting” on your post by commenting, liking or sharing it, or
the type that is more “passive,” such as watching the video, zooming on a photo or clicking on a link—and is a
crucial metric to measure your Page’s performance.
It’s not sufficient for your updates to be viewed by a lot of people. You need to make sure that the content you
offer your audience triggers some kind of interest. And engagement is the only measurable sign of interest.
When measuring engagement, do not focus on the raw number you see in your Insights. The only way to
really understand that metric and compare posts is to look at the number of engaged people and the
number of people reached for the post in question.
The only way to compare a post engagement metric with your other posts is to create a percentage. This gives
you a number that you can use to benchmark the performance of each of your posts.
Monday, 14 October 13

4. AND HARNESS THE POWER OF STORE YA
TOP TIPS TO SHARE:
1. Shorten your status
Statuses of up to 80 characters got 27% more engagements (likes and comments) than longer statuses.
2. Don’t shorten your link
While services like TinyURL and Bit.ly are very popular in Facebook, the research shows that they significantly
reduce engagements as they block users from knowing where they are going to be linked to.
3. Time of the day
Posting early in the morning or late at night yields 20% more engagements as most posts are published during
working hours and your posts will get to be on top of them.
In their whitepaper: “Consider $375 free credits to Google, oDesk and AdRoll.” Sounds like re-targeting partnerships, further
opportunities here?
Monday, 14 October 13

5. INSTAGRAM, LEVERAGING THE POWER OF PICTORIALS
Short term objectives:
•
Geo-tagging --> Users could add their photo to
the site by taking a picture of them doing
something at 2 in the morning, tagging it with
#(sample hashtag)…including the location. The
photos would then show up on map.
• Tiffany & Co. goes beyond just simple photos of
their products. They take close-up photos of
jewelry, interesting views of the tools used to
create their products, the techniques used and
even the craftsman who make the products.
Key Metrics:
• Instagram RSS feed for promo contests. 1.
Announcement cross-platform. 2. Use a
theme/relevant #. 3. Submit photos through • Analysing email data from Statigram, using these screen
captures as posts cross-platform
#. Evaluate submissions with an RSS feed. Like
GE, create a RSS feed and point it to a reader
• Friends/Followers
using this address: http://instagr.am/tags/
[hashtag name]/feed/recent.rss. Don’t include
• Social Capital - influence of Instagram followers
the hash mark # in this address.
• http://instagramers.com/news/how-to-organize-aninstameet/
Monday, 14 October 13

6. TIES IN WITH PHOTO SHARING TO DRIVE VIRALITY
Photo sharing - X hours daily/weekly/monthly
Short term objectives:
• Encourage employees to share any interesting and marketing relevant photos from social marketing
or sales events
• Take pictures of any relevant marketing events
• Utilize photo sharing sites to share images with links back to blog and core site
• Flickr
• Facebook Photo Gallery
• Corporate blog(s)
Key Metrics:
• Referrals from photo sharing sites
• Views of photos on social sites
• Pages ranking on key terms from photo sharing sites
Monday, 14 October 13

7. FOLLOWED BY TWITTER
Key Metrics:
• Friends/Followers
• 2nd-order followers (follower’s
follower count)
• Velocity - avg. of first-and
second-order followers
attracted per day since the
account was established
Short term objectives:
• Compile list of company Twitter users/promoting corporate blogs and
tracking as appropriate
• Social Capital - influence of
twitter followers
• Centralization - how much
influence (reach) is invested in
a small number of followers
• Finding, cultivating and influencing brand advocates
• Pages ranking on key terms
from microblogging sites
• Communicate support issues from social media to support team, ensure
follow-up
• Promote other social networking activities/sites through Twitter
Monday, 14 October 13

8. COUPLED WITH YOU TUBE
1. Use Descriptive Playlists
Playlists are key to your success, with the express intention of achieving greater visibility to your channel’s
content. Target’s YouTube channel is a best in class example.
2. Begin grouping videos of a similar topic into playlists
Target chose to group all their web exclusive content in one playlist and all their TV commercials into
another. By grouping your videos together based on their topic, these videos are more likely to drive traffic
between one another due to both usability and YouTube’s search algorithm. A user is more likely to watch a
video of the same subject matter right after they’ve just watched a video on that topic.
3. Optimize your titles
Users will only see the first 50-60 characters. 50 Characters will be seen when viewing your video result in
Google universal search, 60 in regular Google search, and 55 characters in YouTube search.
Monday, 14 October 13

9. HARNESSING THE SEO VALUE OF ANNOTATIONS
3. Make the Most of Annotations
YouTube annotations are a way of adding interactive commentary to your videos. Their function: acting as a
CTA to drive a viewer to complete a certain task, such as subscribing to your channel, watching more videos,
pausing the video, adding a comment, following your brand on Twitter or Facebook and among many others.
After this process is complete, run an audit through onlinevideograder.com
Key metrics
• Referrals from social video sites
• Views of videos on social sites
• Pages ranking on key terms from Youtube
• Number of annotations: Use fewest number of annotations (no more than two) in a video at any one time.
• Length of text: Keep your annotations as short and snappy, not to detract from video content.
• Writing in ALL CAPS: Using every word in capital letters may be considered as loud by some viewers.
Monday, 14 October 13

10. INCLUDING LINKEDIN TO DRIVE B2B ENDEAVORS
1. Choose a customer-focused message. Many entrepreneurs tend to think from the inside out: This is our
product, here are its features. Instead, think from the outside in: Our customers buy from us in order to
achieve this goal.
2. Reframe your experience to fit the message. Rather than treating your LinkedIn profile as an
autobiography of your working life, treat it as a way to show why your experience makes you a credible
supplier of whatever you're selling.
3. Repeat steps 1 and 2 with key team members. Beyond C-suite comms, every significant player on the
team should frame his or her experience in a way that further reinforces the company's brand.
Monday, 14 October 13

11. AS A KEY PLATFORM TO UPDATE FREQUENTLY
Key metrics
4. Expunge irrelevant/questionable contacts. Rather than
trying to get as many people as possible on your follower list,
consider limiting it to people whose presence reinforces your
core message.
5. Use LinkedIn as your branding focal point. Make certain
that every brand-significant event (big sales, new hires, new
products, etc) is reflected in your LinkedIn updates. Shorten
bio page on your website and provide a prominent link to your
profile.
Monday, 14 October 13
Quantitative:
LinkedIn Company Profile Views
LinkedIn Search Results
Business Followers
Industry, Role and Location Representation
Qualitative:
Requests for Business
LinkedIn Signal Keyword Mentions
Likes and Comments on Updates
Group Growth and Interaction
Recommendations

12. KEEPING G+ FIRMLY IN THE PICTURE
Use Google+ as a mini blog
Unlike other social media platforms, you are not constrained by character limits on Google+ (you've got
100K). So, it's a perfect place to post content that might not fit well on your blog. Remember, this content
will be linked to you, you'll get credit for it in the form of Author Rank and it'll be indexed in the search
engines. Result! Essential maintenance here: https://plus.google.com/authorship‎
Fine tune your notifications
Whenever you're logged into G+ or Gmail, quickly view notifications at the top of your screen in the little
red box (it's gray with "0" there are none). Control notifications (via email or SMS) in the settings tab.
Monday, 14 October 13

13. KNOWN AS THE POPULAR ‘NEW(ISH) KID ON THE BLOCK’
Schedule your posts for the future
Using Chrome, download the Do Share extension which let's you schedule your G+ posts. (Note that your
browser has to be open in order for scheduled posts to publish.
Choose the best thumbnail image when sharing links
When you share a link, G+ will grab the images from that post. You can hover over the image box and click the
left & right arrows to choose the image that best represents the content.
Benchmarking tools are your friends: socialstatistics.com
Monday, 14 October 13

14. OR RAPIDLY RISING STAR: PINTEREST
Key Metrics:
#1: Pins From Your Website
When looking at the Site Metrics tab of the analytics dashboard, you’ll be able to
view many of the top metrics worth reviewing about your account’s
performance.
#2: Repins From Your Website
Repins are the fuel for engagement on Pinterest. When a Pinterest user sees a visual
in their feed from one of the accounts they are following, they can choose to repin it
to their boards, which also adds it to their followers’ feeds. This action can help your
content quickly get in front of new Pinterest users who may not be following your
account.
#3: Determine Your Reach
Determining the reach of your website’s content on Pinterest—the daily average number of people who saw
your pins on Pinterest—is the next step to gauge the effectiveness of your content once it has been pinned
and repinned.
To calculate the reach of your content, scroll down below Pins and Repins to the section with Impressions
and Reach. Reach allows you to have an understanding of the success of your content when it is pinned and
repinned.
Monday, 14 October 13

15. LOOKING AT THE ROI OF AN ONLINE COMMUNITY
1. Background. How you calculate the community’s ROI, which metrics do you monitor?
2. Research. Online communities can drive average amount spent per customer, reduce
outsourcing costs and most importantly, attract new customers.
3. Mistakes. Include trying to use a single formula, measuring the wrong metrics and not measuring
attributable return.
Monday, 14 October 13

16. SOME COMMUNITY FORMULAE TO CONSIDER
1. Increase in retention rates. Increase in retention rates since joining community =
(Average retention rates of members/lurkers - average retention rates of newcomers)
Less the average increase in retention rates of non-members (control group) multiplied by the value of the
customer per year.
2. Increase purchases of existing products/services. Customers buying more of what you sell =
Increase in sales of members since joining the community = (average retention rates of members/
lurkers - average retention rates of newcomers)
Less the average increase rates of non-members (control group) multiplied by the number of #
active members plus #lurkers in the community
Benefit of community team: smarter customer service, direct savings from headhunter/recruitment fees
Monday, 14 October 13

17. MARKETING OBJECTIVES: IN SIMPLE TERMS
Resource: searchenginewatch.com
Monday, 14 October 13

18. LEAD TO QUANTIFIED FORMULAIC SOLUTIONS
1) Advertising Value - Social Web Traffic Referrals:
GOAL: Drive More Web Traffic, Reduce Ad Costs
_____(#) social referral clicks to website
X $_____ (CPC) equivalent display or social ad costs
______________________________________
= $ Social Ad Value
Example: Estimated 150 social referral clicks to the website at social ad costs of $3.99 per click = $1,197 equivalent social
ad value
2) Content Value - User-Generated Content (UGC) Articles:
GOAL: Grow Awareness, Improve SEO, Aid Conversion (Social Proof), Reduce Content Costs
_____(#) online stories or articles with significant brand focus or mention
X $_____ equivalent content creation cost
_____________________________________
= $ Article Value
Tip: Tier creation costs by content quality (e.g., length, sentiment, images, uniqueness) and/or Domain Authority levels.
Example: Estimated 5 stories discovered at an equivalent content value of $350 each = $1,750 equivalent content article value
Monday, 14 October 13

19. ADDITIONAL TACTICAL ROUTES TO MARKET #2
Crowdsourcing/Voting - X hours daily/weekly/monthly
Short term objectives:
• Identify relevant social crowdsourcing and voting sites
• Participate in relevant online community site
• Promote content when applicable in offsite social crowdsourcing and voting sites
• Review blog sources to identify additional bookmarking sites that may drive traffic
Key Metrics:
• Referrals and Visits from Crowdsouring/Voting sites
Commenting/Forums/Wikis/Rating and Review sites- X hours daily/weekly/monthly
Short term objectives:
• Comment on posts related to lead management, lead nurturing, email marketing, and
lead scoring
Key Metrics:
• Referrals from discussion boards/forums/wikis/rating and review sites
• Pages ranking on key terms from discussion boards/forums/wikis/rating and review sites
Monday, 14 October 13

20. OTHER VALUABLE CHANNELS INCLUDING...
AS OUTLINED–
- Email marketing/distribution. Key metrics: open rates, click rates, download rates, conversation rates (?), revenue per
generated email monitored through third party tools. QUESTIONS: What is your process around copy creation/
syndication of copy with social platforms?
Infusionsoft example (see above): Holistic eg. of email marketing workflow from creation -> execution -> ROI
Monday, 14 October 13

21. AND A PR STRATEGY USING KEY SYNDICATION SUPPLIERS
• Analyzing everything, 24/7: How do you
track product/brand mentions? What’s your
process on monitoring media responses to
recent news and issues, chart industry
trends, and ‘competitors’?
• Gauging your impact: Do you have existing
tools? See the prominence of your messages
and keywords within your coverage realtime.
• Determining the tone of coverage: How do
you measure how a new product is perceived
against your ‘competition’ and how do you
chart results?
Monday, 14 October 13

22. SWITCHING FOCUS TO BLOG(S)
Key Metrics:
• Number of posts
• Audience growth- unique and returns
• Conversation rate/conversions
Short term objectives:
• Increase recognition
• Example: X number of posts
• Blog publication schedule
• Subscribers
• Inbound links
• Technorati, Alltop, and other directory listings
• SEO Improvements
• Add RSS button
• Encourage comments, forum pages, etc.
• Update bloggers (note all guest bloggers to
have bio page) on a regular basis about all new
thought leadership and new products
Monday, 14 October 13

23. FURTHER BLOGGING IDEAS TO CONSIDER...
Bookmarking/Tagging- X hours daily/
weekly/monthly
Short term objectives:
Post key thought leadership (resources
and blog posts)
• Delicious
• Reddit
• Digg
• Stumbleupon
Key Metrics:
Widgets - X hours daily/weekly/monthly
Short term objectives:
• Creation and distribution of widgets
Key Metrics:
• Usage of widgets (by count)
• Posts/Mentions about social widgets offsite
• Referrals from offsite widgets (if any)
Monday, 14 October 13
Review blog sources to identify additional
bookmarking sites that may drive traffic

24. ADDITIONAL TACTICAL ROUTES TO MARKET #1
Podcasting/MeetOn - X hours daily/
weekly/monthly
Short term objectives:
• Create a SEO-optimized list of podcast
directories
• Repurpose webinar content when
applicable for resource section, promote
through podcast directories
• Record relevant phone conferences for
use as podcasts, promote through
podcast directories
Key Metrics:
• Referrals from podcast directories
• Views of podcasts if hosted on podcast
sites
Monday, 14 October 13
Presentation Sharing- X hours daily/weekly/
monthly
Short term objectives:
• List all presentations on Slideshare and
update listings
Key Metrics:
• Referrals/views from Slideshare
• Pages ranking on key terms from Slideshare
• Lead generation using Pro

25. SUGGESTED COMMS ROADMAP
QUESTION: What type
of checklist processes do
you have in place?
Monday, 14 October 13

26. EG: BLOGGING EDITORIAL CALENDAR TEMPLATE
Other parameters to consider: topic/seasonal bias. Trending vs. generic keywords. Consider title generator tools
Monday, 14 October 13

27. APPENDIX: RETARGETING/AFFILIATE STRATEGY?
• QUESTIONS: Would any of
these re-targeting strategies
work for you? You Tube
remarketing, dynamic
remarketing, search
companion remarketing,
similar users remarketing,
Google Analytics list or
Facebook remarketing?
Monday, 14 October 13

28. APPENDIX: USEFUL PUBLICITY RESOURCES #1
Monday, 14 October 13

29. APPENDIX: USEFUL PUBLICITY RESOURCES #2
Monday, 14 October 13

30. APPENDIX: USEFUL TOOL RESOURCES #3
Monday, 14 October 13

31. APPENDIX: USEFUL TOOL RESOURCES #4
Monday, 14 October 13

32. APPENDIX: COMMUNITY METRICS DEEP DIVE #5
Resource: socious.com
Monday, 14 October 13

33. POSSIBLE COOL FEATURES TO INCLUDE IN BLOGS
FUN, QUIRKY REACTION-BASED BUTTONS TO DRIVE ENGAGEMENT–
- Mashable do a great job of segmenting their
content by freeze framing headers ‘The New Stuff’,
‘The Next Big Thing’ (highlighted) and ‘What’s Hot’
Monday, 14 October 13