Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls

The All-Business, No-Hype Guide to Social Media Marketing

Prove It:How to design social

to deliver business outcomes

Jason FallsPurveyor of Instigatory Practices

Y’all ConnectBirmingham, Ala.

June 13, 2014

The All-Business, No-Hype Guide to Social Media Marketing

S-U-C-C-E-S-S

The All-Business, No-Hype Guide to Social Media Marketing

The Truth

Synthmaniac on Shutterstock.comSynthmaniac on Shutterstock.com

The All-Business, No-Hype Guide to Social Media Marketing

7 Business Drivers ofSocial Media Marketing

• Enhance Branding & Awareness

• Protect Your Reputation

• Enhance Public Relations

• Build Community

• Enhance Customer Service

• Facilitate Research & Development

• Drive Sales & Leads

The All-Business, No-Hype Guide to Social Media Marketing

Enhance Branding & Awareness

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Branding & Awareness

• Audience awareness before vs. after

• Reach & resonance of messaging

• Number of online conversations about brand

• % +/- in customer preference

• % +/- in conversational market share

• % +/- in Q-Score

The All-Business, No-Hype Guide to Social Media Marketing

Protect Your Reputation

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Reputation

• Number of positive mentions of brand

• Number of negative mentions of brand

• Number of negative conversations mitigated

• Q-Score

• Search engine result rankings for top keywords

• Equivalent value of search engine traffic based on rankings

The All-Business, No-Hype Guide to Social Media Marketing

Enhance Public Relations

Matt Callow on Shutterstock.comMatt Callow on Shutterstock.com

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Public Relations

• Size of stakeholder groups

• Activity enacted by stakeholder groups

• Successful placements within outreach group

• Response time to crisis situations

• Sentiment of brand before/during/after

• *All the other metrics we mention

The All-Business, No-Hype Guide to Social Media Marketing

Build Community

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Community

• Size of community

• Activity of community

• Purchase/Trial/Conversion from community

• Dollar value vs. non-community member

• Referral and recommendation from community

The All-Business, No-Hype Guide to Social Media Marketing

Enhance Customer Service

iStockPhoto.comiStockPhoto.com

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Customer Service

• Number of issues handled

• Number of customers retained/up-sold

• Cost savings from diverting call center costs

• Customer satisfaction ratings

• +/- positive & negative online mentions

The All-Business, No-Hype Guide to Social Media Marketing

Facilitate R&D

The All-Business, No-Hype Guide to Social Media Marketing

Measuring R&D

• Number of product ideas

• Revenue from new product ideas

• Number of feature ideas

• Revenue increases from new feature ideas

• Insights gleaned for product team

• Insights gleaned for marketing team

The All-Business, No-Hype Guide to Social Media Marketing

Drive Sales

Miss Shirley’sMiss Shirley’s

The All-Business, No-Hype Guide to Social Media Marketing

Measuring Sales & Leads

• Sales/Leads from blog

• Sales/Leads from social network activity

• Revenue from those leads

• Social media customers vs. traditionally acquired

• Conversion rates (social media to purchase point, and all points in between)

The All-Business, No-Hype Guide to Social Media Marketing

The New Marketing Funnel

The All-Business, No-Hype Guide to Social Media Marketing

Now What?

Dieaugenwiede on Shutterstock.comDieaugenwiede on Shutterstock.com

The All-Business, No-Hype Guide to Social Media Marketing

What about ROI?

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The All-Business, No-Hype Guide to Social Media Marketing

7 Business Drivers ofSocial Media Marketing

• Enhance Branding & Awareness

• Protect Your Reputation

• Enhance Public Relations

• Build Community

• Enhance Customer Service

• Facilitate Research & Development

• Drive Sales & Leads

The All-Business, No-Hype Guide to Social Media Marketing

What about ROI?

sxch.husxch.hu

The All-Business, No-Hype Guide to Social Media Marketing

What about ROI?

What do I get in return?What do I get in return?

Customer Satisfaction Scores

Higher Search Engine Results

New Product Ideas

Lower Call Center Costs

More Online Media Coverage

More Subscribers

Faster Response Times

Higher Brand RecallWebsite Traffic

Higher Retention Rate

The All-Business, No-Hype Guide to Social Media Marketing

The Truth of Social Advertising

The All-Business, No-Hype Guide to Social Media Marketing

The Truth of Social Advertising

The All-Business, No-Hype Guide to Social Media Marketing

VoicePrintJewelry.com

The All-Business, No-Hype Guide to Social Media Marketing

VoicePrintJewelry.com

JFALLSFTW

The All-Business, No-Hype Guide to Social Media Marketing

Jason FallsDamn Handsome

@JasonFallsJasonfalls.com

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