Clubs nsw gold coast social media presentation
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Social Media Social Networks laurelpapworth.com SOCIAL MEDIA, SOCIAL NETWORKS
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Transcript of Clubs nsw gold coast social media presentation
Social Media Social Networks
laurelpapworth.com
SOCIAL MEDIA, SOCIAL NETWORKS
Social Media Social Networks
laurelpapworth.com
Laurel Papworth
•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email [email protected]•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast
reference
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
http://laurelpapworth.com/courses
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
How to Measure
Clear Objectives & Goals - OutcomesAgree on Platforms - Twitter, RadioAgree on Measurement of Success KPIAgree on Tool for MeasurementProvide Result
There’s little point in growing a Fanpage just because you can. What are your business goals?
Social Media Social Networks
laurelpapworth.com
KPIsA list of social interaction metrics / KPIs
1. Alerts (register and response rates / by channel / CTR / post click activity)2. Bookmarks (onsite, offsite)3. Comments4. Downloads5. Email subscriptions6. Fans (become a fan of something / someone)7. Favourites (add an item to favourites)8. Feedback (via the site) 9. Followers (follow something / someone)10. Forward to a friend11. Groups (create / join / total number of groups / group activity)12. Install widget (on a blog page, Facebook, etc)13. Invite / Refer (a friend)14. Key page activity (post-activity)15. Love / Like this (a simpler form of rating something)16. Messaging (onsite)
Social Media Social Networks
laurelpapworth.com
KPIs17. Personalisation (pages, display, theme)18. Posts19. Profile (e.g. update avatar, bio, links, email, customisation, etc)20. Print page21. Ratings22. Registered users (new / total / active / dormant / churn)23. Report spam / abuse24. Reviews25. Settings26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)27. Tagging (user-generated metadata)28. Testimonials29. Time spent on key pages30. Time spent on site (by source / by entry page)31. Total contributors (and % active contributors)32. Uploads (add an item, e.g. articles, links, images, videos)33. Views (videos, ads, rich images)34. Widgets (number of new widgets users / embedded widgets)35. Wishlists (save an item to wishlist)36. Apps Developed (API 3rd party development)
from http://econsultancy.com/
Social Media Social Networks
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A few examples are: • Reach• Exposure• Velocity• Sentiment• APPS/Ecosystem
Measurement
Social Media Social Networks
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Outcomes
Reputation - sentiment
Awareness - brand recallMoney - make any sales?Engagement - passive or active participation?Education - brand awareness +Entertainment - stickability
Social Media Social Networks
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Return on Investment for Marketing Dollar
•Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey)
•Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO)
•Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues
•Support ROI: Community support services are 5x-10x more cost effective than phone support
•Offline - 20.3% of online community membersLiveworld
Social Media Social Networks
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ConnectNow CNow
wordle.net
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
LinkedIn- Valued at 1 billion dollars
- Revenue approx $100 million for 2008- 1/4 of revenue from Ads, rest from
premium & recruitment
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
Whoever “owns” an online/offline communityWINS
Experiential Economy > Commodity/Product/Service/Information Economy
parentingguru.com
NEGATIVE COMMENTS
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
Twitter = Facebook Status UpdatesFoursquare = Status Updates with Location
Social Media Social Networks
laurelpapworth.com
Twitter = Facebook Status UpdatesFoursquare = Status Updates with Location
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
Ignore - run amok or die downSue - bigger problems or scare tacticsBan- go elsewhere or die down‘fess up - agree and offer fixes‘man up’ - argue and debate with passioneducate - inform and link to more information‘own it’ - use humour, make a badge of it
ConsiderSocial Spaces - one area for “complaints”Timing - set times to “complain”
Marketing and PR are fearful of complainers in social media. For Customer Service it’s “Business as Usual”!
Negative Comments
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
Hub and Spoke
Social Media Social Networks
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Hub: Website, Blog
Content: YouTube, Flickr, Slideshare
Distribution: Twitter, Facebook
Plugins: Email this blog, RSS, Facebook Page, Twitter, LinkedIn,
“Share This”
Facebook: NetworkedBlogs
Twitter: SocialOomph
Social Media Social Networks
laurelpapworth.com
Social Media Social Networks
laurelpapworth.com
Laurel Papworth
•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email [email protected]•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast
reference
