4 good reasons (*) to invest time, resources and money in

social media

Clo Willaerts

14 October 2010

Vlerick, Brussels

(*) = and one bad one

About.me/clo

Social Media KPIs

”Social media KPIs are, by necessity, a little fuzzier”

(Social Media Metrics, Jim Sterne 2010)

Technology

Is this your target group?

Brand perception & awareness

“Without the behaviors that deliver real results, your branding is only a hope wrapped in a desire inside a fantasy”

(Branding only works on cattle, Jonathan Salem Baskin 2008)

Objectives & media

• Objectives: reflect your brand and its values in all of your social media assets.

• Paid Media– branded web videos– branded contests– branded casual games

• Owned Media: include your company website, corporate blog, magazine, email newsletters

• Earned Media: organic coverage about your brand on television, radio, blogs, video sites, etc

Paid media

Paid media

Owned media

Robb’s law of weblog hosting:

NEVER (under any circumstances) publish a weblog to a domain that you don't control.

- John Robb

Earned media

Robb’s Law

Traffic & audience

• if– your own website (on your own domain) =

your web publishing home base– your social media real estate = satellites of

this home base

• then– how do you use social media to drive traffic to

your site(s)?

Paid media

• Search Engine Advertising (SEA) • Social Media Advertising (SMA)

– could base its ads on social data - both that of the one who sees the ad, and his or her “social graph”

– self service advertising: Facebook Ads, LinkedIn DirectAds, YouTube Advertising.

– sales house: Netlog, Skyrock, Hyves, Flickr, Twitter Promoted Tweets, Adhese's Enchanté

Owned media & metrics

• Owned media: do not underestimate the power of the weekly newsletter

• Metrics:– quantitative: Unique Visitors and Pageviews

(usually daily or monthly average)– qualitative: time spent on site, pageviews per

visitor, most popular content

Relationship Marketing

“As defined by the dictionary, a relationship is “an emotional or other connection between people.” Not between a person and a company avatar. Not between a person and an automated response. People to people.”

Humanizing the organization, Lauren Vargas, Radian6

Objectives

• to establish a closer relationship with your customers/prospects

• to identify new customers and prospects

• to increase customer retention

• to be more able to receive customer feedback

Paid & owned media

• Paid Media– Social Media Advertising (SMA) to grow your fan base– Promotions or giveaways– Black hat: “fan farms”

• Owned Media: – brand pages, groups, applications, channels, etc you

created in Facebook, Youtube, Twitter, etc. – (theoretically) all events, photos, videos, status

updates, and notes you post on these platforms

Facebook's Statement of Rights and Responsibilities

For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

Earned Media

• any media that were produced by people who have somehow expressed not only an interest in what your company does, but also a desire to start and maintain a longer term relationship.– not: the amount of followers, fans, friends,

contacts, subscribers– but: shares, comments, ratings, retweets,

remixes, likes, parodies and spoofs.

Metrics example: FB Insights

Sales and lead generation (aka conversion)

“Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.”

(“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)

Objectives

• lead generation

• to increase sales of existing products

• to introduce new products

• to enter new geographic markets

Metrics

traffic -> leads -> prospects -> sales

• Leads generated: any sign-ups from people that include contact information and in some cases, demographic information.

• Prospects: any requests from people to sample or try out your product or service.

• Sales: if it’s hard to track individual sales, your metrics could be reduced to trends in average order size per channel or per time slot.

#1 reason: to receive discounts and promotions

Accessing coupons posted on Facebook often require that you become a fan of the company by pressing their "Like" button.

Thank you very much!

clo.willaerts@sanoma-magazines.be

@bnox