Social Media Marketing: "My Agency Doesn't Get it... Who Does?" with Jason Falls
Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls
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Transcript of Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls
![Page 1: Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls](https://reader036.fdocuments.net/reader036/viewer/2022062513/554ee7cfb4c905911d8b5054/html5/thumbnails/1.jpg)
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
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The All-Business, No-Hype Guide to Social Media Marketing
S-U-C-C-E-S-S
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The All-Business, No-Hype Guide to Social Media Marketing
The Truth
Synthmaniac on Shutterstock.comSynthmaniac on Shutterstock.com
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Enhance Branding & Awareness
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Protect Your Reputation
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Enhance Public Relations
Matt Callow on Shutterstock.comMatt Callow on Shutterstock.com
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Build Community
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Enhance Customer Service
iStockPhoto.comiStockPhoto.com
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Facilitate R&D
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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
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The All-Business, No-Hype Guide to Social Media Marketing
Drive Sales
Miss Shirley’sMiss Shirley’s
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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)
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The All-Business, No-Hype Guide to Social Media Marketing
The New Marketing Funnel
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The All-Business, No-Hype Guide to Social Media Marketing
Now What?
Dieaugenwiede on Shutterstock.comDieaugenwiede on Shutterstock.com
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The All-Business, No-Hype Guide to Social Media Marketing
What about ROI?
sxch.husxch.hu
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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
![Page 23: Prove It: How to Design Social to Deliver Business Outcomes, by Jason Falls](https://reader036.fdocuments.net/reader036/viewer/2022062513/554ee7cfb4c905911d8b5054/html5/thumbnails/23.jpg)
The All-Business, No-Hype Guide to Social Media Marketing
What about ROI?
sxch.husxch.hu
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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
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The All-Business, No-Hype Guide to Social Media Marketing
The Truth of Social Advertising
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The All-Business, No-Hype Guide to Social Media Marketing
The Truth of Social Advertising
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The All-Business, No-Hype Guide to Social Media Marketing
VoicePrintJewelry.com
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The All-Business, No-Hype Guide to Social Media Marketing
VoicePrintJewelry.com
JFALLSFTW
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The All-Business, No-Hype Guide to Social Media Marketing
Jason FallsDamn Handsome
@JasonFallsJasonfalls.com
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