STOP Wasting Time & Money on Social Media

#sherpawebinar@MattBaileySays • @ToddLebo

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STOP Wasting Time & Moneyon Social Media

Nov. 15, 2012

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Join the conversation

#SherpaWebinar


What You’ll Learn from Today’s Webinar

• Is social right for your organization?• Match the medium with the message• 4 Steps for a winning social strategy• How to track growth & measure success


Presenters

Matt BaileyPresidentSiteLogic , Inc.@MattBaileySays

Todd W. Lebo Senior Director of ContentMarketingSherpa/MECLABS@ToddLebo


Consulting Training Writing


• What is your top social media challenge?• Driving a consistent social campaign• Gaining social budget• Integrating social w/ other channels

Audience Poll


?HowWhy


Reality Check


Social Media “Experts” Check


“Dell makes $3.2 million

with Twitter”

$61 billion0.01% of revenue


Social Media Marketing

1.Narrative2.Development3.Interaction4.Planning


NarrativeKnow Thyself


takeaLie

marketthe Truth


“The Voice of Reason”

“Your Friend, Your Guide”

“The Entertainer”

Narrative

“Fear: What if?”


the MediumMessage

is the


All Channels are NOT Equal


the best medium for your message

Identify


BLOGS WEBSITES


Visitors

55% More

Links

97% More

Pages

434% More

HubSpot, 2010

BLOGS WEBSITES


Support

Research

Education

Networking

News

Interaction


When to use Blogs

• Increase Search Visibility• Build for Long-Tail Content• Community and Market Education• Communicate High-Trust Content• Build Lists, Conversions and Reach• Build Brand Value and Equity


Search

Brand website

Retailer

TwitterFacebook

Sources used to begin a search for info on branded products:

eMarketer, May, 20102010 Social Shopping Study


1 in 4

SuccessfulSearches

42%

RequireRefinement

44%Sessions

Last a Day or MoreComScore & Microsoft, 2012


Email is IncreasingOverall: Increasing by 28%Mobile: Dominant activity at 41%

Source: ExactTarget, 2010


58% Check Email20% Portal or Search

Engine11% Facebook



93% Subscribers

38% Fans

5% Followers



Subscribers - Fans - Followers



The third largest website in the world

The 2nd most popular search engine

4 Billion views a day

60 Hours of video uploaded every 60 seconds

3 billion hours of video are watched each month


When to use YouTube

• “See it to Believe it”• Highly Visual • “Portable” reach• Re-Publishable• Influence Search Results• Present Content in Different Methods• Extend Reach• Earned Media Content


YouTube + Google

• Enhance Rankings• Additional Channel for Rankings • Increased Visibility• Influence Search Results


When to use Pinterest

• Highly Visual • Create Idea Lists• Re-Publishable Reach• Discover Motivations & Networks• Extend Reach• Earned Media Content• Develop for others to use• Ideal for Narrow Focus


161 million members in over 200 countries4.2 billion searches in 201122% of members access by mobile device

Most affluent membership


Expectations for Twitter

1.Access to Celebrities2.Access to News3.Access to Brands

ExactTarget, 2010


Why Follow Brands?1. Give Feedback2. Provide Ideas3. Insider Information4. Freebies & Discounts

ExactTarget, 2010


Source: Cone, November 2010

Reasons to Fan or Follow

Incentives 77%

Discounts 46%

Solve Problems 39%Entertain 28%

Interact 26%

Market Directly 21%


When to use Twitter

• Immediacy• Time-Sensitive Information• Utilizing Follower Networks• Direct Consumer Contact with Brand• Direct Consumer Contact with Experts• Samples, Discounts & Freebies• Insider Information


1Connection

2Self Expression

3Entertainment


70%Fans of Brands

does NOT mean Marketing

ExactTarget, 2009

Being a FAN


You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition:

When you publish content or information using the Public setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).For content that is covered by intellectual property rights, like

photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

http://www.facebook.com/privacy/

http://www.facebook.com/editapps.php


http://www.facebook.com/privacy/





Facebook Users:11 Hours a Month

Facebook Eating TV Other Working Sleeping

700

2010

5040

8450

13500 13500

HubSpot; Facebook Pressroom, 2011


Conversation


When to use•Conversation•Sharing• Social Interaction•Reach Targeted Segments•Stories


Change


Planning:Develop a Marketing Strategy


STEP 1:

People What

Want


KeywordDiscovery.com


STEP 2:

they

When

Wantitdo


STEP 2a:

Content Builda

long-termPlan


STEP 2b:

Content Createadaily

Plan


STEP 2c:

Content Plan

annual


www.HolidaysForEveryday.comMonthly Events:American Heart MonthAmerican History MonthBlack History MonthNational Wild Bird Feeding MonthChildren's Dental MonthInternational Friendship MonthInternational Boost Your Self-esteem MonthNational Blah Buster MonthNational Cherry MonthNational Grapefruit MonthNational Snack Food MonthNational Wild Bird Feeding MonthResponsible Pet Owners MonthNational Embroidery MonthScouting MonthPotato Lover's MonthNational Crime Prevention Month

http://www.holidaysforeveryday.com/


PublishingDevelopa

Schedule

STEP 3:


ContentPublishing

1. Introduce 2. Develop 3. Close


Mo. Content Intro Introduction date/distribution

Develop Developmentdate/distribution

Closedate/medium

JanArticle 1Article 2Article 3

Nov 1Nov 10Nov 20

article 1: Twitterarticle 2: Facebookarticle 3: article distribution

Dec 1Dec 10Dec 18

article 1: Blogarticle 2: Blogarticle 3: Article

Jan 3 - return to School: TwitterJan 10: T / FBarticle 3: T

FebArticle 1Article 2Article 3

Dec 1Dec 5

Dec 15

article 1: Local Newspapersarticle 2: Facebookarticle 3: Magazine, Contest

Jan 3Jan 10Jan 24


Feb 3: content: T/BFeb 14: Valentines - T / FBFeb 23: FB

MarArticle 1Article 2Article 3

Jan 10Jan 15Jan 20

article 1: YouTubearticle 2: Facebookarticle 3: Facebook - Twitter

Feb 10Feb 20Feb 25


Mar 3: FBMar 10: T / FBMar 24: T / FB

AprArticle 1Article 2Article 3

Feb 30Mar 10Mar 20

article 1: Facebookarticle 2: article distributionarticle 3: Facebook

Mar 5Mar 10Mar 20

article 1: Blogarticle 2: YouTubearticle 3: Article

Apr 3: Spring - TApr 10: T / FBApr 3: FB

MayArticle 1Article 2Article 3

Mar 1Mar 10Mar 20

article 1: Twitterarticle 2: Twitter/Facebookarticle 3: article distribution

Apr 10Apr 16Apr 20


May 3: School pics- FB/ BMay 10: T / FBMay 13: T

JunArticle 1Article 2Article 3

Apr 10Apr 18Apr 25

article 1: Facebookarticle 2: Twitterarticle 3: Facebook/Blog

May 5May 16May 24


Jun 3: Schools Out: T / FBJun 10: T / FBJun 30: T/FB

JulArticle 1Article 2Article 3

May 10May 18May 23

article 1: Twitterarticle 2: Facebookarticle 3: article distribution

Jun 1Jun 14Jun 20


Jul 4: Independence Day: T/FBJul 10: T / FBJul 31: FB

AugArticle 1Article 2Article 3

Jun 10Jun 18Jun 20

article 1: YouTubearticle 2: article distributionarticle 3: Article

Jul 1Jul 15Jun 25


Aug 3: TAug 10: T / FBAug 3: School - T / FB

SepArticle 1Article 2Article 3

Jul 8Jul 15Jul 24

article 1: Facebookarticle 2: article distributionarticle 3: Article

Aug 1Aug 11Aug 24


Sep 3: Labor Day: T/BSep 10: T / FBSep 15: FB

OctArticle 1Article 2Article 3

Aug 10Aug 14Aug 21

article 1: YouTubearticle 2: Blogarticle 3: article distribution

Sep 1Sep 12Sep 18


Oct 3: TOct 10: T / FBOct 31: FB

NovArticle 1Article 2Article 3

Sep 6Sep 15Sep 22

article 1: Facebookarticle 2: article distributionarticle 3: Facebook

Oct 1Oct 10Oct 26


Nov 3: holidays - T/BNov 25: T-Day - T/ FBNov 26: Black Friday - T/FB

DecArticle 1Article 2Article 3

Oct 20Oct 28Nov 4

article 1: Facebookarticle 2: Blogarticle 3: Twitter

Nov 15Nov 20Dec 3

article 1: Blogarticle 2: YouTubearticle 3: Article

Dec 3: holidays: FBDec 20: shopping - T / FBDec 26: Christmas - T /FB


#sherpawebinar

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ModelMeasure&

STEP 4:


Anchor term: Map 14,392 visitors

2.13 minutes average time on site4.5 average page views43.6% of visits less than 5 seconds72.7% (10,466) enter at old landing page20.2% (2,909) enter at Homepage5.8% (834) enter at Maps0.46% (67) Conversion Rate

Segment Analysis


Maps


Search TermSeasonal VariationBookingsDemographics

Psychographic Profile


Track Growth

Initial•14,000 Visitors•2:13 time on site•4 page views•43% bounce rate•0.5% conversion•$0.20 /visitor

+2 years•42,000 Visitors•7:31 time on site•10 page views•12% bounce rate•4% conversion•$5.60 /visitor

Search term: “maps”


Thank You

Matt BaileyPresidentSiteLogic , Inc.@MattBaileySays

Todd W. Lebo Senior Director of Content & Business DevelopmentMarketingSherpa/MECLABS@ToddLebo

STOP Wasting Time & Money on Social Media

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Transcript of STOP Wasting Time & Money on Social Media