ELASTICITYC A P A B I L I T I E S

S E L L I N G S O C I A L M E D I A & U N D E R S TA N D I N G

I T S D R I V E R S

- Aaron Perlut –ELAST IC ITY

@ A a r o n P e r l u t

— J U N E —

2015

The Vast Social Universe

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Aaron Perlut Social Media Measurement

Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

“Simplicity is the ultimate

sophistication”

Aaron Perlut Social Media Measurement

“Simplicity is the ultimate sophistication”

Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

Boy that Tylenol sure is killing folks!

Bayer, here I come!

“Simplicity is the ultimate sophistication”

Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

YOU MUST HAVE

GOALS

Elevate brand awareness;

Protect organizational or brand reputation;

Build community and third-party ambassadors ambassadors;

Facilitate customer service;

Supplement research & development;

Drive sales or leads.

The Social Value Proposition

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YOU MUST HAVE

GOALS

How can my organization plan a cocktail party that everyone who we care about want will want to attend?

Working the social media party

Aaron Perlut Social Media Measurement

YOU MUST HAVE

GOALS

How can my organization plan a cocktail party that everyone who we care about want will want to attend?

Working the social media party

Aaron Perlut Social Media Measurement

Once they arrive, how can we hear what they have to say?

YOU MUST HAVE

GOALS

How can my organization plan a cocktail party that everyone who we care about want will want to attend?

Working the social media party

Aaron Perlut Social Media Measurement

Once they arrive, how can we hear what they have to say?

How can we have a meaningful conversation with them?

YOU MUST HAVE

GOALS

How can my organization plan a cocktail party that everyone who we care about want will want to attend?

Working the social media party

Aaron Perlut Social Media Measurement

Once they arrive, how can we hear what they have to say?

How can we have a meaningful conversation with them?

How can we get them to take action?

YOU MUST HAVE

GOALS

How can my organization plan a cocktail party that everyone who we care about want will want to attend?

Working the social media party

Aaron Perlut Social Media Measurement

Once they arrive, how can we hear what they have to say?

How can we have a meaningful conversation with them?

How can we get them to take action? How can we have them leave wanting to come back

again? (And to tell their friends!)

Aaron Perlut Social Media Measurement

YOU MUST HAVE

GOALS

Piece of the puzzle

Aaron Perlut Social Media Measurement

1

YOU MUST HAVE

GOALS

Aaron Perlut Social Media Measurement

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“Measuring without goals is like watching ‘Keeping Up

With the Kardashians.’ It’s just stupid.”

- @AaronPerlut said that. Tweet your hearts out!

YOU MUST HAVE

GOALS

Attract potential new prospects;

Introduce content that appeals to the target audience you wish to reach;

Present periodic calls to action;

Leverage unique coupon codes;

Delineate out social leads vs. advertising;

Track number, conversion rates, efficiency of spend.

GOAL: Lead generation

Aaron Perlut Social Media Measurement

Aaron Perlut Social Media Measurement

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Aaron Perlut Social Media Measurement

Aaron Perlut Social Media Measurement

4

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Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

Aaron Perlut Social Media MeasurementAaron Perlut Social Media Measurement

CONTENT

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But what about me (or you, rather)???

Aaron Perlut Social Media Measurement

What do I get in return?

Aaron Perlut Social Media Measurement

What do I get in return?

Customer Satisfaction Scores

Higher Search Engine ResultsNew Product Ideas

Lower Cost-Per Lead

Lower Call Center Costs

More Online Media Coverage

More Subscribers

Conversions vs. Public

Faster Response Times

Higher Retention Rate

Let’s ask a better question …Direct Engagement Channel Instant Research

YOU MUST HAVE

GOALS

Let’s get nerdy

Aaron Perlut Social Media Measurement

67 percent of consumer facing companies acquire customers using Facebook.

Online ticketing platform Eventbrite derives $1.34 from every “Like” on Facebook.

One of every six minutes online is spent using a social network.

YOU MUST HAVE

GOALS

Let’s get nerdy

Aaron Perlut Social Media Measurement

According to top CMO’s:

Social engagement increases native website traffic by 68 percent;

Increases conversion rates by 66 percent;

Raises positive customer mentions online by 63 percent.

YOU MUST HAVE

GOALS

IDENTIFY: Understand the reality of what social media engagement brings to your organization or brand;

GOALS: Value of social media begins with setting goals prior to engagement;

TOOLS: Determine which tools (platforms) allow you to achieve those objectives most effectively;

CONENT: Realize that to be effective, you must think of yourself as a news outlet and produce and curate content.

Blueprint fundamentals

Aaron Perlut Social Media Measurement

ELASTICITYC A P A B I L I T I E S

THANK YOU

- Aaron Perlut -P a r t n e r, E l a s t i c i t y

a a r o n @ g o e l a s t i c . c o mG o E l a s t i c . c o m@ A a r o n P e r l u t