Connecting is an Art

SHARI WRIGHT PILO

I am the Marketing Manager at Hunter and Bard – a digital marketing agency I am a mom, friend, and partnerI dislike doing dishes and am forever looking for the perfect bag…

You want to make me smile?

StrategyTacticsMeasure

What is your objective (SMART: specific, measurable, aggressive, realistic & time specific)?What are your strategic initiatives?

Build awarenessExpand distributionBuild penetrationBuild buying rateIncrease loyalty

FunnelWhere do you want people to go?What action do you want people to take? Track the movementConversion rate & A/B TestingTest & iterate

Benchmarks

Where are you today?Future

TomorrowIn a month In three months In six months In a year

Social Media ROI

Gary Vaynerchuk “Well, what’s the ROI of your mother?”  If you’re not measuring, how do you know you’re making progress?Gary Vaynerchuk “100% the comment is out of context, we measure everything”Steven Hamel “I believe social media ROI can only exist when measured and clearly correlated against clearly defined business outcomes, be it on the website or offline. ”

What are we measuring?

How people talk about your niche How people talk about your brand and product (Share in Conversation) KeywordsCustomer loyalty – what impact has social media made – improved search engine results Transaction size – or frequency bottom line $

You are everywhere

Facebook YouTubeTwitterQuoraLinkedInBloggingNewsletterGoogle+Blog commenting

Seeding postsInfographicsForumE-bookWebinarsCommunityGuest blogging Alter product with game elements (e.g. leader board, 80% signed up)

What’s difficult to measure?  Multi Channel Consumer

Sentiment analysis – positive/negative

What’s in your tool box?

Combined NetworksHootsuite Tweetdeck

Amplification Kred KloutPeerReach Social Mention

Niche networks Pinerly - Pinterest

Twitter and Facebook Buffer Social Bro Facebook Insights

Paid Platforms – Top of the line

“Radian6 helps me get closer to my audience.” Mitch Schneider- Global Online Marketing at Better Place

Anything Google

Google alerts- including custom alerts in GAGoogle webmaster tools Ad Words tools Google analytics

Google- Social Reports and Social Hub

Google URL Builder Over 450 social networks Google today gives you more than 75% of everything you need. Get into the extras they give you – dashboards (follow @justincutroni )

Some Free Some Not

- http://spy.appspot.com monitors blogs, social networks, and comments- http://www.ubervu.com/ lets you monitor and analyze the buzz- http://www.simplify360.com lets you monitor Twitter, FB, Blogs, News, Forums and videos.- http://www.sproutsocial.com- http://www.ecairn.com Enables you to identify influencers, map communities virtually and geographically, identify trends and keywords, monitor conversations and track engagement campaigns- http://www.omllion.com enables you to monitor, measure, analyze and engage form a customizable dashboard that features sentiment analysis, geo mapping, collaborative workflow management, media distribution, etc. Begins at ($120/month) - http://www.radian6.com/

- http://www.buzzient.com provides a next-generation solution for social media analytics and integration of this valuable content with enterprise applications. - http://brandmonitor.position2.com - Brand Monitor is a real-time listening platform, with analytics, demographics, millions of sources. Free Trial. - A TweetDeck column that searches for any mention of your company- Google Alerts- http://www.beevolve.com/ - monitors blogs, social networks & video platforms. Offers sentiment analysis, Geographic analysis & competitive analytics. They have a separate package for startups at a cheaper price .( starts at $29.95, which is cost effective for startups)- Socialmention.com- www.hootsuite.com for high twitter activity- http://www.wikio.com/ twitter search klout and peer index score- http://www.millwardbrown.com/ they have an impressive list of clients and some proprietary tools- http://www.swixhq.com suite of apps for helping companies manage and monitor their online brand- http://www.actionly.com/ Social Media Monitoring & Listening Platform- http://www.reputeme.com/ Social Media Listening and campaigning tool- http://topsy.com/ - real-time search, email & RSS options FREE- http://gigaalert.com - Deep web version of GoogleAlerts- http://olark.com - Real time hit data and chats with early adopters. - http://www.kickofflabs.com - Measure beta buzz with a viral landing page.- http://www.cbanalytics.co.uk - Chatterbox Analytics: Identify the conversation drivers about your brand (or your competition) so you can engage with your community and build a brand that people love

Bottom Line

Make sure your objectives are clearFind a few tools that give you the best overall coverage (don’t get bogged down with too many)Use 5-6 different metricsMeasure Look at your graph !

“The best measurement is that sales will increase.” - David Meerman Scott

Thank you

Shira AbelDaniel WaisbergMitch SchneiderHillel Fuldhttp://flowingdata.com/2011/09/18/yoda-pie-chart/http://online-behavior.com/cartoons/statisticsLionsgate/Wired.com

http://www.businessesgrow.com/2012/02/19/the-social-media-measurement-smackdown/http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/http://www.slideshare.net/setlinger/altimeter-social-analytics081011finalhttp://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf?9d7bd4

http://www.discoposse.com/wp-content/uploads/2010/05/pinktoolbox1-300x272.jpgImage: http://www.myprgenie.comBreakthrough Marketing Planshttp://www.seomoz.org/blog/tracking-the-roi-of-social-mediahttp://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/http://www.facebook-studio.com/

You can find me here :

About.me/ShariWrightPiloTwitter: shari_pw Facebook/shariwrightpiloHunter and Bard : http://hunterandbard.com/people/shari-wright-pilo/Facebook/hunterandbardLinkedIn: http://www.linkedin.com/in/shariwrightpiloEmail: shari@hunterandbard.comSkype: shari.wright.pilo