Social Media: It's Not Just About Facebook and Twitter
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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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Semelhante a Social Media: It's Not Just About Facebook and Twitter
Semelhante a Social Media: It's Not Just About Facebook and Twitter (20)
Social Media: It's Not Just About Facebook and Twitter
- 1. Social Media: It’s Not Just About Facebook and Twitter Jason Peck 10.18.2012
- 2. I don’t always tweet but when I do… I’m @JasonPeck
- 3. It can take time to see the value… Twitter = stalkers, thieves and jealous girlfriends
- 4. Over time, the value becomes more clear Twitter, Old Spice and real-time content creation
- 5. Social media = a set of tools Tools for communication and collaboration
- 6. Tools aren’t social. People are.
- 7. Social Media Myths We don’t need to measure anything. Social is free.
- 8. 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
- 9. Social Media Strategy If we implement this, how will things change? Considerations: • When/where/how to reach people • Proactive vs. Reactive • Content types and frequency
- 10. Social Media and Scale • Think about community growth from an organic and paid perspective • Focus on activities that scale
- 11. Social Media and Adding Value
- 12. What Not To Do…
- 13. 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??
- 14. 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
- 15. Social Sharing: Why Should We Care? Social sharing drives valuable traffic
- 16. Social Sharing: Why Should We Care? User-user sharing scales better than brand-user sharing
- 17. Social Sharing Pain Points • People aren’t sharing enough • What’s being shared isn’t interesting enough • Hard to tell how sharing affects KPIs
- 18. SSO is the new SEO Social Sharing Optimization: most companies are only scratching the surface • Pre-purchase sharing • Post-purchase sharing • Campaigns to drive sharing • Social sharing + loyalty programs
- 19. Social Sharing Optimization Pre-purchase sharing and post-purchase sharing • Copy and creative tests and tweaks • On-site • What is shared
- 20. Social Sharing Optimization Integrate social sharing into purchase flows and incentive programs
- 21. Social Media and KPIs KPIs are a means to an end… • Sales metrics • Community metrics • Engagement metrics • Website metrics
- 22. 3 Types of Social Media Traffic Social media measurement and Google Analytics 1. Traffic from shared links 2. Referral traffic from social networks 3. Traffic from a brand’s social media posts
- 23. Google URL Builder Is Your Friend
- 24. 3 Things To Remember 1. Establish objective/s 2. Test, test, test 3. Think about scale and process
Notas do Editor
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