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Social Media:
Finding the Reality
in 2.0 Expectations
         [presented by] Kate O’Neill
           Founder / CEO, [meta]marketer
Social Media: Finding the Reality In 2.0 Expectations
Where have we
 gone wrong?
Crazy Expectations

1. Sign up for Twitter
2. Get followers
3. PROFIT!
How did we get here?
Remember the
  Pre-Search
    Web?
Social Media: Finding the Reality In 2.0 Expectations
Social Media: Finding the Reality In 2.0 Expectations
Google
 changed
everything.
The Consequences of
      Google
• Emphasis on ranking high in the
  ‘One True Search’
  led to
• Emphasis on inbound links at any cost
  which led to
• Creation of web litter, spam sites, bogus
  articles, spam blog comments, questionable
  endorsements, an industry of “experts”, etc
The Audacity
 of Google
    Facebook
Facebook Is Closing In
   On Google’s Turf
It’s (Almost) a
Post-Search World, Baby
•   But we’re a changed user base
•   Bringing the mindset of shady SEO to social
    media (unfortunately) - manipulate results,
    rank high, add junk
•   We’ve got hundreds of “experts” early in
    the game. Really?
How Many Experts
Are There Really?
               13,000?


                36,000?
It All Comes Around
           Eventually
•   Twitter lists
    take us right back
    to the manual
    link-building,
    curation model
•   Emphasis on
    “friendsourcing” vs
    “crowdsourcing”
How can we
make it right?
Make It Meaningful
• Relevance is key
  Always has been, always will be
• Be where your audience is
• Focus on building relationships
• Pay attention to what’s shared in your
  friend circles
Make It Memorable

• Remarkable content is far more likely to
  get retweeted
• Share-able / retweetable -
  Add to Any / ShareThis links on everything
• Remember “friendsourcing”
Make It Measurable


• ...or at least try
• You can’t optimize what you don’t measure
Measuring Social Media
Social Media: Finding the Reality In 2.0 Expectations
better control         What is your presence online? How are you reaching out?
of positioning



                                                                    Social
                              SEO              PPC                                   etc
                                                                    Media

                                                                                               off-site
           better control
             of visitor        Who are the customers coming to your site?
            experience                 What are they looking for?
                                        What are the audiences?


                                                                         usability
                                      segmentation      analytics
                                                                         studies




                     better control     What can be done to reduce
                                                                                     on-site
                     of conversion       friction in the customer
                                                experience?


                                              testing        targeting
Financing
                                                                                       Success
                                   Operatons                                           Metrics




                                                              Your                                                  Audience /
                  Management                                                    Positioning
                                                            Business                                                Segments
                                                            Strategy
                                                                                                  Your
                                                                                                Marketing
                                                                                                Strategy
                                       Culture
                                                                    Offering
                                                                                                  Differentiation




 participation


                                                       Key
                                                     Channels
                                   Key
                                 Audience
related blogs /                                                        Key
  RSS feeds                                        Your              Concepts
                                                 Content
                                                 Strategy
                                                                              Your                                  search
                                       Key                                  Keyword                                  term
                                    Producers                               Strategy                                 alerts
                                                                                               Key
                                                                                              Terms




                                                   blog
                  contribution                   schedule
                                                                   style                                        responsiveness /
                                                                   guide                                            support
Traditional Marketing Path


Awareness   Preference   Purchase   Loyalty
Social Marketing Path

 Reach /
                                      Goal
Exposure /   Engagement   Influence
Awareness                            Action
Social Marketing Path
                Select Measures
 Reach /                                           Performance
Exposure /       Engagement           Influence          of
Awareness                                          Goal Action

                   Click-
                                   Purchase
                   throughs                            Purchase
 # of Visits                      Consideration
                   Duration                         Attend event
# of Visitors                      Likelihood to
                  Repeat visits                     Tell a friend
Comments                           Recommend
                  Registration                         Contact
                  Retweets
And the holy grail:

• Social media ROI

• One example:
• http://www.dragonsearchmarketing.com/
  social-media-roi-calculator.htm
What are the Ideal
  Measures?
   qualitative - - - - - - quantitative
                                                                       Purchases

                                                    Clickthroughs




                                                             Reach


                                           Awareness

                                          subjective - - - - - - - - - - objective
Top-ranking Metrics




       Source: Online Community ROI Models and Reporting study,February of 2008
Middle-ranking Metrics




        Source: Online Community ROI Models and Reporting study,February of 2008
Bottom-ranking Metrics




         Source: Online Community ROI Models and Reporting study,February of 2008
By Industry




   Source: Online Community ROI Models and Reporting study,February of 2008
How to Set Up Tracking

• You do use an analytics package, right?
• Use campaign variables
• Link shorteners with integrated analytics
  (bit.ly, ow.ly, urlzen, kl.am)
Managing Risk in
 Social Media
Social Media: Finding the Reality In 2.0 Expectations
Managing
       Social Media Risk
•   Social media policies

•   Viral video and other viral marketing

•   Considerations for user-generated content

•   Engaging bloggers and/or writing services

•   Selecting employees to blog/tweet about
    company or client’s products or services

•   Rules for sweepstakes and prize promotions
Follow me?
Facebook:                    Blogs:
facebook.com/kateoneill      metamarketer.com
                             corporateidealist.com
             Email:
             kate@metamarketer.com
Twitter:     kate@corporateidealist.com
@kateo       kate@honeybowtie.com
@metamarketer
@corpidealist          LinkedIn:
                       linkedin.com/in/kateoneill

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Social Media: Finding the Reality In 2.0 Expectations

  • 1. Social Media: Finding the Reality in 2.0 Expectations [presented by] Kate O’Neill Founder / CEO, [meta]marketer
  • 3. Where have we gone wrong?
  • 4. Crazy Expectations 1. Sign up for Twitter 2. Get followers 3. PROFIT!
  • 5. How did we get here?
  • 6. Remember the Pre-Search Web?
  • 10. The Consequences of Google • Emphasis on ranking high in the ‘One True Search’ led to • Emphasis on inbound links at any cost which led to • Creation of web litter, spam sites, bogus articles, spam blog comments, questionable endorsements, an industry of “experts”, etc
  • 11. The Audacity of Google Facebook
  • 12. Facebook Is Closing In On Google’s Turf
  • 13. It’s (Almost) a Post-Search World, Baby • But we’re a changed user base • Bringing the mindset of shady SEO to social media (unfortunately) - manipulate results, rank high, add junk • We’ve got hundreds of “experts” early in the game. Really?
  • 14. How Many Experts Are There Really? 13,000? 36,000?
  • 15. It All Comes Around Eventually • Twitter lists take us right back to the manual link-building, curation model • Emphasis on “friendsourcing” vs “crowdsourcing”
  • 16. How can we make it right?
  • 17. Make It Meaningful • Relevance is key Always has been, always will be • Be where your audience is • Focus on building relationships • Pay attention to what’s shared in your friend circles
  • 18. Make It Memorable • Remarkable content is far more likely to get retweeted • Share-able / retweetable - Add to Any / ShareThis links on everything • Remember “friendsourcing”
  • 19. Make It Measurable • ...or at least try • You can’t optimize what you don’t measure
  • 22. better control What is your presence online? How are you reaching out? of positioning Social SEO PPC etc Media off-site better control of visitor Who are the customers coming to your site? experience What are they looking for? What are the audiences? usability segmentation analytics studies better control What can be done to reduce on-site of conversion friction in the customer experience? testing targeting
  • 23. Financing Success Operatons Metrics Your Audience / Management Positioning Business Segments Strategy Your Marketing Strategy Culture Offering Differentiation participation Key Channels Key Audience related blogs / Key RSS feeds Your Concepts Content Strategy Your search Key Keyword term Producers Strategy alerts Key Terms blog contribution schedule style responsiveness / guide support
  • 24. Traditional Marketing Path Awareness Preference Purchase Loyalty
  • 25. Social Marketing Path Reach / Goal Exposure / Engagement Influence Awareness Action
  • 26. Social Marketing Path Select Measures Reach / Performance Exposure / Engagement Influence of Awareness Goal Action Click- Purchase throughs Purchase # of Visits Consideration Duration Attend event # of Visitors Likelihood to Repeat visits Tell a friend Comments Recommend Registration Contact Retweets
  • 27. And the holy grail: • Social media ROI • One example: • http://www.dragonsearchmarketing.com/ social-media-roi-calculator.htm
  • 28. What are the Ideal Measures? qualitative - - - - - - quantitative Purchases Clickthroughs Reach Awareness subjective - - - - - - - - - - objective
  • 29. Top-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  • 30. Middle-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  • 31. Bottom-ranking Metrics Source: Online Community ROI Models and Reporting study,February of 2008
  • 32. By Industry Source: Online Community ROI Models and Reporting study,February of 2008
  • 33. How to Set Up Tracking • You do use an analytics package, right? • Use campaign variables • Link shorteners with integrated analytics (bit.ly, ow.ly, urlzen, kl.am)
  • 34. Managing Risk in Social Media
  • 36. Managing Social Media Risk • Social media policies • Viral video and other viral marketing • Considerations for user-generated content • Engaging bloggers and/or writing services • Selecting employees to blog/tweet about company or client’s products or services • Rules for sweepstakes and prize promotions
  • 37. Follow me? Facebook: Blogs: facebook.com/kateoneill metamarketer.com corporateidealist.com Email: kate@metamarketer.com Twitter: kate@corporateidealist.com @kateo kate@honeybowtie.com @metamarketer @corpidealist LinkedIn: linkedin.com/in/kateoneill

Notas do Editor

  1. just be prepared that you won’t know it all
  2. why people are online
  3. back up to web analytics