Social Media: It’s Not Just About Facebook and Twitter

Jason Peck10.18.2012

I don’t always tweet but when I do…I’m @JasonPeck

It can take time to see the value…Twitter = stalkers, thieves and jealous girlfriends

Over time, the value becomes more clear

Twitter, Old Spice and real-time content creation

Social media = a set of toolsTools for communication and collaboration

Tools aren’t social. People are.

Social Media MythsWe don’t need to measure anything. Social is free.

Planning A Successful Social Media Program

Start with objectives not buzzwords• Influencer outreach• Drive revenue• Pinterest strategy• Change perceptions• Increase yield• Faster customer case resolution times

Social Media StrategyIf we implement this, how will things change?Considerations:• When/where/how to reach people• Proactive vs. Reactive• Content types and frequency

Social Media and Scale• Think about community growth from an

organic and paid perspective• Focus on activities that scale

Social Media and Adding Value

What Not To Do…

Targets and Tactics• Targets help make objectives a reality• Tactics are specific actions

If you don’t have real targets and tactics, how am I

supposed to know what you’re doing is real??

Social Sharing: Why Should We Care?

Source:http://www.sociablelabs.com/blog/bid/121436/Social-Impact-Study-2012-Social-Sharing-as-Helpful-as-Google-Search-in-Shopping

Social Sharing: Why Should We Care?Social sharing drives valuable traffic

Social Sharing: Why Should We Care?User-user sharing scales better than brand-user sharing

Social SharingPain Points• People aren’t sharing enough• What’s being shared isn’t interesting enough• Hard to tell how sharing affects KPIs

SSO is the new SEOSocial Sharing Optimization: most companies are only scratching the surface• Pre-purchase sharing• Post-purchase sharing• Campaigns to drive sharing• Social sharing + loyalty programs

Social Sharing OptimizationPre-purchase sharing and post-purchase sharing• Copy and creative tests and tweaks

• On-site• What is shared

Social Sharing OptimizationIntegrate social sharing into purchase flows and incentive programs

Social Media and KPIsKPIs are a means to an end…• Sales metrics• Community metrics• Engagement metrics• Website metrics

3 Types of Social Media TrafficSocial media measurement and Google Analytics1. Traffic from shared links2. Referral traffic from social networks3. Traffic from a brand’s social media posts

Google URL Builder Is Your Friend

3 Things To Remember1. Establish objective/s2. Test, test, test3. Think about scale and process

Thank You!Questions?