108
Orchestrating a Social Media Strategy Kate Gallagher Media Director Paramore| Redd paramoreredd.c om Demystifies everything from ROI to Voice
| Date post: | 01-Nov-2014 |
| Category: |
Self Improvement |
| Upload: | kate-gallagher |
| View: | 1 times |
| Download: | 0 times |
Orchestrating a
Social Media Strategy
Kate GallagherMedia DirectorParamore|Redd
paramoreredd.com
Demystifies everything from ROI
to Voice
#PCN10SocialRoi
Kate Gallagher
Media Director
OMG
Social Media Expert?
Credibility
Why do I want to talk
about at PodCamp?
Something useful.
Inspiration for your own social strategy process that you can
use for your own company, product, service, brand, etc. that will result in a
social success story.
Mr. Client
Mr. CEO
Basically Mr. Paycheck
Maybe even YOU?
(hope not)
So my son is always on this MySpace
Someone asked to be my friend?
Do I really want someone
to Digg me?
I heard dell made a lot of money through something
called “tweeter”?
My competitors are all on facebook
HELP!
2008
Let’s Just Do It
2009
Is it worth all the time and
all this money?
2008
2010
I want strategy and ROI
2008 2009
PROCESS
Step 1: Determine Where You Are TODAY?
Step 1: Determine Where You Are TODAY?
What’s being said about you
Step 1: Determine Where You Are TODAY?
What’s being said about you
What’s being said about your competitor
s
Step 1: Determine Where You Are TODAY?
What’s being said about you
What’s being said about your competitor
s
What’s being said about your
industry
Step 1: Determine Where You Are TODAY?
What’s being said
period.
What’s being said about you
What’s being said about your competitor
s
What’s being said about your
industry
Step 2: Social DiscoveryWhere Are You?
What Do You Want?
Step 2: Social DiscoveryWhere Are You?
What do you want?
1. GOALS?
Step 2: Social DiscoveryWhere Are You?
What do you want?
1. GOALS?
2. AUDIENCES?
Step 2: Social DiscoveryWhere Are You?
What do you want?
1. GOALS?
2. AUDIENCES?
3. MESSAGES?
Step 2: Social DiscoveryWhere Are You?
What do you want?
1. GOALS?
2. AUDIENCES?
3. MESSAGES?
Step 2: Social DiscoveryWhere Are You?
What do you want?
1. GOALS?3. MESSAGES?2. AUDIENCES?
Step 3: Strategy Guide
Yes It’s 45 Pages
Yes It’s 45 Pages
Step 3: Strategy GuideSummarize the discovery conversations Yes… you DID say
that
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important For the copy you give your boss…
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices So you have an explanation as to why you’re not tweeting 6 times an hour…
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyThat’s what I’m talkin’ bout…
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for success Site traffic,
burger sales, vacation guide requests, email signups, etc.
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hours It’s not going to
tweet itself
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hoursVoice
Voice Gets its Own Slide
Voice Gets its Own Slide
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your website
United Way Connects REAL Nice
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking
Yes You Can Track
Track the performance of your bit.ly links in real time.Access the complete history of your bit.ly links
Goal 1: Print Vacation Guide Download
Goal 1: Print Vacation Guide Download
Goal 1: Print Vacation Guide Download
Goal 2: Electronic Vacation Guide Download
Goal 2: Electronic Vacation Guide Download
Goal 2: Electronic Vacation Guide Download
Source Website Visits
In One Month
Conversion Rate
# of Guides In One Month
Facebook 959 17.83% 171Twitter 79 6.49% 5
You Tube 1 100% 1Blog 2 0% 0
Pandora 41 9.76% 4MySpace 10 20% 2TOTALS 1,092 Visits 183 Guides
Social ROI
$27.00 Average Social Cost Per Lead
Social ROI
$27.00 Average Social Cost Per Lead$4.58 Average Social Cost Per Click
not
Tracking Phone Numbers
Custom Landing Pages
surveys
ROI is Possible
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking Internal process and trainingContent
Step 3: Strategy GuideSummarize the discovery conversations
Explain why social networking is important
Best Practices
Platforms 101
StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking Internal process and trainingContentEstablished a fan base
Step 4: Plan
Step 4: Plan
Step 4: Plan
Step 4: Plan
Step 4: Plan
Step 4: Plan
Where Are You?
What Do You Want?
1. GOALS?3. MESSAGES?2. AUDIENCES?
Strategy Guide
How Are You Going to Get What You Want?
Go Get it.
1. GOALS?3. MESSAGES?2. AUDIENCES?
Strategy Guide
Most Importantly.
1. GOALS?3. MESSAGES?2. AUDIENCES?
Strategy Guide
It looks like a funnel.
It looks like a funnel.
And historically, all good marketing strategies look like a funnel.
And historically, all good marketing strategies look like a funnel.
And historically, all good marketing strategies look like a funnel.
And historically, all good marketing strategies look like a funnel.
And historically, all good marketing strategies look like a funnel.
And historically, all good marketing strategies look like a funnel.
It’s a joke.
1. GOALS?3. MESSAGES?2. AUDIENCES?
Strategy Guide
So here it is.
1. GOALS?3. MESSAGES?2. AUDIENCES?
Strategy Guide
Questions?
