Getting Results From Social Networking
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Transcript of Getting Results From Social Networking
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Getting Results from Social Networking
John Whalen, PhDDirector, User Experience and Design, e.magination
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• Founded in 1992• 50+ employees
• Largest Web Design Firm in Baltimore 2007 - 2009
• Over 700 Web sites launched
Webinar brought to you by:
e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.
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And also brought to you by:
• I’ve used social to deliver social.
• Check out my favorites on slideshare:– David Armano– Marta Kagan– Erin Malone– Jesse McMullin– Hubspot– Tara Hunt– Billy Fischer
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Also brought to you by:
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100,000,000 videos (65,000 new videos/day)
200,000,000 blogs
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39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips
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Agenda
• What is the business benefit for me?
• How do I get started? What tools should I use?
• What could go wrong if I just “get it out there” without a strategy?
• How much effort is this going to take? How do I manage it?
• How do I know if I’m successful?
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ROI
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70,000 Ideas for Starbucks
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Benefits of Using Social Media
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Benefits of Using Social Media
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Lead Generation: Content -> Customers
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Google Optimization
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More blogging means more visitors…
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Social is to $ as PPC is to $$$
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Why social media?
• Incredible growth in usage• Lead Generation• Low cost• Build community• Demonstrate expertise• Listen to your audience• Highly targeted
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Fencing Company
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Social Media Penetration
Google Rankings0
5
10
15
20
25
30
BeforeAfter
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Agenda
• What is the business benefit for me?
• How do I get started? What tools should I use?
• What could go wrong if I just “get it out there” without a strategy?
• How much effort is this going to take? How do I manage it?
• How do I know if I’m successful?
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How to get started
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Places to Listen
Twitter Blogsearch.google.com
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Participate in Q&A
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Know how your audience participates
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Determine how you’ll participate
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Be Useful
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Think Reference (that is SEO tuned)
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Where
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Measurement: Return on … Engagement?
• Long Term: Leads > Customers
• Short Term– Views– Comments– Uploads– Reviews– Retweets
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Agenda
• What is the business benefit for me?
• How do I get started? What tools should I use?
• What could go wrong if I just “get it out there” without a strategy?
• How much effort is this going to take? How do I manage it?
• How do I know if I’m successful?
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WIIFM?
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Think like your audience
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Think about what gets shared
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Think about goals
• Lead Generation• Low cost• Build community• Demonstrate expertise• Listen to your audience
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Build a Web Strategy
e.magination recommends:
– Know your goals– Know how/where your audience is in the social space– Figure out who’s making the content– Know your metrics for success
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Agenda
• What is the business benefit for me?
• How do I get started? What tools should I use?
• What could go wrong if I just “get it out there” without a strategy?
• How much effort is this going to take? How do I manage it?
• How do I know if I’m successful?
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The Tough Questions
• Who will utilize social media?• Do you need an internal policy?• Who will be responsible?• How can we fit this into your day?• How will you handle negativity?• Are you willing to take risks?• How will you measure the results?
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What can you continually produce?
• Publish list of links• Take recent experience and share it• Answer questions you received recently• Comment on other articles• Check your email outbox
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Who else could produce the content?
• Your friendly neighborhood consultancy…
• Starts with an “e.”
• Ends in “magination”
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Agenda
• What is the business benefit for me?
• How do I get started? What tools should I use?
• What could go wrong if I just “get it out there” without a strategy?
• How much effort is this going to take? How do I manage it?
• How do I know if I’m successful?
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What was the goal?
• Lead generation• Thought leadership• Building Community• Leads
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Twitter Followers?
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Blog Followers?
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Customers!
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Don’t forget the non-financial impact
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In Summary
• Listen– Know your audience– Answer “WIIFM”
• Plan– Know your goals– Know how/where your
audience is in the social space
– Figure out who’s making the content
– Know your metrics for success
• Create, Experiment– Be authentic, speak like a
human, give to get– Experiment, Measure and
Adjust
• Manage Well– Learn how to effectively
participate socially– Have your site ready for
conversion– It’s a slow process– Be ready to answer ROI
questions
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John Whalen, PhD
Director, User Experience
Twitter: @johnwhalen
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/johnwhalen
Thank you!