Fans

When Fans Aren’t Enough:Developing a successful social media strategy to drive business growth

Presented by:

Paul WarrenDirector of Online Marketingddm marketing & communications

September 22, 2011

You’ve activated channels and are acquiring fans, now what?

It is not about the number of fans

• Raw fan counts DON’T equal success• Place your social media strategy within the

broader framework of marketing objectives for key consumer segments

• Focus on reach and frequency within audience types

• Engagement is a two-way street

What is the current state of social media?• 4 in 5 active Internet users visit social networks

and blogs-23% of total time online• 60% of these users learned about a specific brand

or retailer from a social networking site• 70 percent of active online adult social

networkers shop online• 53 percent of active adult social networkers

follow a brand • “Seniors” (55+) are driving the growth of social

networking through the Mobile WebSource: Nielsen Research “State of the Media: The Social Media Report – Q3 2011”

What social media channels is your target audience using?

Focus on FacebookMost branded content exposure occurs in the

Newsfeed

How do B2B marketers rank social media effectiveness?

How do people interact with their favorite brands?

Why do users become fans?

How do users engage with a brand on Facebook?

Useful technologies to improve your social media strategy and results

Discover > Analyze > Engage > Facilitate > Manage

Source: Social Media Metrics Secrets (Wiley, 2011)

Discover

• Solutions that effectively act as search engines for social media channels and platforms

• Example Discover vendors include: Google Alerts, Trendrr and Socialmention.com

Analyze

• Listen to what your target audience is saying – turn on the microphone– Alterian SM2, Omniture SocialAnalytics, Radian6,

and Sysomos

• Who are the key influencers around your brand?

Engage

• Listen and engage from within the same platform

• Delegate workflow/content assignments• Example Engage vendors include:

Crimson Hexagon, Hootsuite, Objective Marketer, and Collective Intellect

Facilitate

• Facilitate the conversation, the dialogue and the learning experience.

• Example Facilitate vendors include: Mzinga, Pluck, Ning, Lithium, Jive, and Telligent

Manage / Measure

• Social customer relationship management tools, internal collaboration solutions, and social media aggregation services that enable businesses to manage their social media efforts in an orchestrated way.

• Example Manage vendors include: BatchBook, Flowtown, Salesforce Chatter, and Yammer

How do we measure social media success?

• Are your social media efforts more effective at visitor acquisition, influence, or same-session conversions?

• Facebook provides the opportunity not only to deliver brand impressions at scale, but also to deliver impressions with social context.

What is a fan worth and what is the ROI?

• The value of a fan can measured as follows: – Increasing engagement and loyalty among Fans – Generating incremental purchases among Fans – Positively influencing Friends of Fans

How do social media metrics support business objectives?

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Suggested Social Media Metrics

1. Brand sentiment – socialmention.com, Google Alerts, Trendrr• On which channels is your audience congregating?

2. Reach and Relevance• Utilize analytics and Facebook Insights• Establish custom segments in Google Analytics• Check-ins

3. Interactions• Likes on Facebook• User generated content across all channels

4. Activity Ratio• Facebook active Fans vs. Non-active Fans

5. Inbound Links6. Influence

• What do people do in response to your posts/comments?7. Engagement

• Level of your company’s activity on Facebook and other channels8. Conversions – leads, sales, signups9. Customer Satisfaction – survey and measure

Don’t ignore Twitter

• You can amplify conversations• Socialize your marketing message through

authentic, passionate conversations.• Align with organic content about your

products, promotions, and activities• Spark a dialog between users and your brand

with trending topics• Grow the excitement around your campaigns

in real-time

Twitter products now more accessible

Example of Twitter advertisements

Promoted Accounts

Promoted Tweets – keyword driven

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• Social Mention - www.socialmention.comCost: Free

• Flowtown - www.flowtown.comCost: Free trial, monthly fees based on imported contacts and email volume

• Compendium - www.compendium.comCost: Varies depending on number of keywords

• Trackur - www.trackur.comCost: Free for 1 saved search, plans for multiple saved searches

• Swix - www.swixhq.comCost: Free (for now)

• Addictomatic - addictomatic.comCost: Free

• Spiral 16 - www.spiral16.comCost: N/A

Look beyond fans with these social tools

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Social media tools cont.

• Post Rank – www.postrank.comCost: Free and paid

• Scout Labs – www.lithium.com Cost: Free or $49/mos.

• Google Alerts – www.google.com/alertsCost: Free

• Twazzup - http://www.twazzup.comCost: FreeFeatures: Tweets, news, highlights, community, top links

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Social media tools cont.

• Postling.com - http://postling.comCost: FreeFeatures: – Keeps track of responses – Publish to Facebook, Twitter, LinkedIn, Wordpress, Tumblr & Flickr.– Keep track of streams from one place – Schedule posts– add team members – Recap of your activity monitor and – track conversations– Organize accounts into brands

• OneForty - http://oneforty.com Cost: Free Features: Find Tools, What's trending, Twitter apps

Contact Information

Paul Warrenpaulw@teamddm.com616-632-1317@pwarrehttp://blog.teamddm.com