Post on 19-Nov-2014
description
Putting the ‘Social’ in ‘Social Media’
2010.10.01
Agenda
Introductions Definitions Value Objectives and Metrics: a Marriage Mini-Casestudy: Facebook Insights How?
2 ears and 1 mouth Wrapping Up A Quick Look at Your Projects
Introductions
Alan Belniak @abelniak or
http://www.Twitter.com/abelniak
PTC (about)
Director of Social Media Marketing
Definitions
‘Digital’ Media ‘Social’ Media ‘New’ Media Advertising and Marketing B2B marketing vs. B2C marketing
Take-away: It’s a modern-day party
Backdrop (1 of 2)
Backdrop (1 of 2)
In Summary….
Backdrop (2 of 2)
http://www.youtube.com/watch?v=nXQdy-22TXM
What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This?
Away From Advertising, Toward Marketing
Connect With Customers and Prospects
You Think That It’s a Silver Bullet You Think That This Is Your Marketing
Strategy
Objectives and Metrics: A Marriage
Set Objectives Early and Clearly; Measure Against Those Tone (sentiment) Velocity (spread over time, URLs, trackbacks) Attention (duration on site) Participation (comments, trackbacks) Qualitative attributes (comments, what did
they say, what did they mean)
These metrics may change over time Including the way you measure them
The key is to align the metric to the objective
Mini-Case Study: Facebook Insights
‘Insights’ are OK Exporting data to .csv is
better Looked at what activity
resonated with audience Did more of that
Looked at regions, too
So, How Do You Start? Listen. (“2 ears”)
This is so fundamentally important that I’m going to say it again: start with listening
Where do your customers + prospects hang out? Join the networks if required
Listen to the conversations that are happening
Focus on the ‘Why?’
Why are you bothering to do this? What do you hope to learn from this?
Where are the conversations happening?
What are they talking about? What form/s of media are being
consumed?
How? Just One Example: FBML (“1 mouth”)
FBML = Facebook Markup Language
Know HTML? Then you know FBML
Wrapping Up Social Media is a
conversation, not a bullhorn
A wealth of market research is at your fingertips
You just need to listen
Focus on The Verbs
You Need to Do This… Stop Listen Contribute and
Create (Participate)
Engage
Focus on The Verbs
You Need to Do This… Stop Listen Contribute and
Create (Participate)
Engage
… Before You Do This Sell
The Proof of The Pudding is In The Eating
58K 2.04m
The Proof of The Pudding is In The Eating
The Proof of The Pudding is In The Eating
The Proof of The Pudding is In The Eating
What’s the problem here?
The Proof of The Pudding is In The Eating
The Proof of The Pudding is In The Eating
Dialogue?
The Proof of The Pudding is In The Eating
The Proof of The Pudding is In The Eating
Remember…
Resources
My links on social media Other bloggers who ‘get this’:
Chris Brogan, CC Chapman, Todd Defren, Jason Falls
My blog Listening: moving from strategy to
tactics + tools Keyword search tools:
https://adwords.google.com/select/KeywordToolExternal
http://www.keyworddiscovery.com/search.html
http://www.blogpulse.com/trend
Thanks!
Alan Belniak @abelniak or
http://www.Twitter.com/abelniak
http://www.SubjectivelySpeaking.net