@ShaneGibson Socialized.me Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, and Campaigns With Shane Gibson @shanegibson
Social Media Boot Camp Malaysia Module 4
May 12, 2015
Module 4: Measurement, Hyper-Local Marketing, and Campaigns
This module is where we put it all together. Its focus is on what to measure, how to measure and the core steps to launching and becoming a dominant local presence on the social web.
Measurement:
• What soft-steps and engagement points lead to ROI
• Tools (free or nearly free) to you use to measure your success
• 10 social media monitoring tools to find, monitor and engage clients and prospects
Hyper-Local Marketing:
• How to use tools like FourSquare, Meetup.com, and Twitter local search
• Tips on identifying local centers of influence and getting them to promote your brand
• Community building steps to build a strong local market online and offline
• Promoting events using social media
Campaigns (Launching):
• 7 steps to a successful launch
• Building a social media policy
• Building a social media calendar
• Developing a social media plan
• Coordinating and organizing your social media efforts
This module is where we put it all together. Its focus is on what to measure, how to measure and the core steps to launching and becoming a dominant local presence on the social web.
Measurement:
• What soft-steps and engagement points lead to ROI
• Tools (free or nearly free) to you use to measure your success
• 10 social media monitoring tools to find, monitor and engage clients and prospects
Hyper-Local Marketing:
• How to use tools like FourSquare, Meetup.com, and Twitter local search
• Tips on identifying local centers of influence and getting them to promote your brand
• Community building steps to build a strong local market online and offline
• Promoting events using social media
Campaigns (Launching):
• 7 steps to a successful launch
• Building a social media policy
• Building a social media calendar
• Developing a social media plan
• Coordinating and organizing your social media efforts
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Transcript
@ShaneGibson Socialized.me
Social Media Boot Camp SeriesModule 4
Measurement, Hyper-Local Marketing, and Campaigns
With Shane Gibson @shanegibson
@ShaneGibson Socialized.me
Types of ROI1. Reputation
2. Risk Reduction
3. Client Retention
4. Efficiency
5. Business Intelligence
6.Differentiation
7.Brand Association
8.PR & Exposure
9.Immediate Revenue
10.Long-Term Revenue
@ShaneGibson Socialized.me
ROI Continued11.Supplier Capacity
Building
12.Perception Shifting
13.More & Better Recruits
14.Innovation
15.Client Education
16.Staff Capacity Building
17.Network Growth
18.Opportunity Creation
19.Job Satisfaction
20.Trust Building
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Measurement
•Google Analytics
•Hootsuite
•Klout
•Tweetreach
•Viralheat
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Hootsuite Analytics
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@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
Viral Heat
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@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
It’s about listening!
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Business Intelligence
• Search.Twitter.com
• Google Alerts
• LinkedIn Groups, Questions & Network
• Linkedin Signal
• Blogsearch.Google.com
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social networks
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Blog.suggestionbox.com
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@ShaneGibson Socialized.me
Real-Time Feedback
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Score Keeping?
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Stakeholder Spotting
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@ShaneGibson Socialized.me
Tweets tell the future•Computer scientists studied 3 million tweets
•25 movies (including Avatar)
•Tweet frequency could be used to accurately predict the box office takings
•Content of the messages predict ongoing success.
•"Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP
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Can we just not do it?
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@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
Get in the game
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Campaigns/Events
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@ShaneGibson Socialized.me
“After accruing the initial 120 participants and an additional 144 engaged influencers, the word of mouth power kicked in, as those individuals, proud to have “earned” such special treatment, generated more than 4,600 tweets about the new route. This, in turn, led to more than 7.4 million impressions and coverage in top blogs and news outlets like the L.A. Times and CNN Money. And all it took was making those original 120 participants feel special.”
Porter Gale – VP Marketing, Virgin
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Insurance Guerrillas
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Free & Honest Tea
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Results
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Press
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Earned Media
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Increase in Sales
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Wall Street VS. LA
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Free Wifi as Weapon
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#BnNArmy with @WizardWorld
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Scott Heiferman
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@cforbesoklahoma
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@cforbesoklahoma
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@ShaneGibson Socialized.me
Finding Influencers
•Local Niche Bloggers
•Journalists
•Meetup.com Organizers
•Back-links to local competitor or topic specific sites
•Use Twellow and Klout
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@ShaneGibson Socialized.me
Pepsi Cultural Calendars
•Demographic’s entertainment events
•Community events
•Significant milestones
•Own a #tag in your community
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Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanomarkets
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
8. Leverage through Influencers
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
@ShaneGibson Socialized.me
Resources Training site: http://socialized.me/malaysia Social Media Podcast: http://closingbigger.net Socialized: http://socialized.me
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