Social media for startups

Transcript

2. “THE GAME HAS CHANGED.”
3. BUT WHAT DOES THAT MEAN?
6. 3 MILLION DONORS $500 MIL + DONATED
10. 4 DAYS 50 MIL+ ONLINE VIEWS
13. $4,500 VS. $3 MIL AD SPEND
14. HUMANS WANT TO BUY PRODUCTS AND SERVICES FROM OTHER HUMANS.
15. 14% TRUST ADS.
16. 78% TRUST PEER RECOMMENDATIONS.
18. 3 GOALS FOR THIS WORKSHOP
19. 1. HOW YOU CAN STEER CONVERSATION AROUND YOUR BRAND.
20. 2. HOW YOU CAN (ATTEMPT) TO MEASURE ROI.
21. 3. WHAT (INTANGIBLE) ASSETS YOU CAN MAXIMISE.
22. 6 ELEMENTS
23. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
24. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
25. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
26. TOOLS // TACTICS // ROI YOU CANNOT STEER THE CONVERSATION THROUGH:
27. THEY PROVIDE DATA FOR THE MAP, BUT NOT THE COMPASS ITSELF.
29. NO EYEBALLS. NO MONEY.
30. Source: http://www.web-strategist.com/blog/research/
31. Source: http://www.web-strategist.com/blog/research/
32. NO EYEBALLS. NO MONEY.
33. OUT-CAMPAIGN. OUT-CARE.
34. 1. HOW YOU CAN STEER CONVERSATION AROUND YOUR BRAND.
35. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
36. 1A. “MARKETING IS BECOMING A CONVERSATION.”
38. 1B. YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN INFLUENCE THE RELATIONSHIP.
39. HOW DO YOU PREVENT GOSSIP?
43. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
44. 3 KEY THEORISTS
45. GARDNER // HEATH BROTHERS // VAYNERCHUCK
46. GARDNER // HEATH BROTHERS // VAYNERCHUCK
47. THEORY OF MULTIPLE INTELLIGENCES
48. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL // INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
49. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL // INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
50. THE ABILITY TO BE SENSITIVE TO AND UNDERSTAND OTHERS, IN ORDER TO COOPERATE.
51. GARDNER // HEATH BROTHERS // VAYNERCHUCK
54. GARDNER // HEATH BROTHERS // VAYNERCHUCK
57. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
59. HERO + CONFLICT
60. THE USER IS NOW PART OF YOUR STORY 24/7
64. WHAT’S YOUR STORY? WHAT’S THEIR CONFLICT?
65. 1. HOW YOU CAN STEER CONVERSATION AROUND YOUR BRAND.
66. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
67. 1A. “MARKETING IS BECOMING A CONVERSATION.”
68. 1B. YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN INFLUENCE THE RELATIONSHIP.
69. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
70. “SUCCESSFUL COMPANIES IN SOCIAL MEDIA ACT MORE LIKE PARTY PLANNERS THAN TRADITIONAL ADVERTISER.”
78. TIMELY // PIGGYBACKED ON PRESS & EXISTING USER BASE // MADE TO STICK
79. BEST PARTY YOU’VE EVER BEEN TO? WHAT PARTY CAN YOU THROW?
80. 1. HOW YOU CAN STEER CONVERSATION AROUND YOUR BRAND.
81. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
82. 1A. “MARKETING IS BECOMING A CONVERSATION.”
83. 1B. YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN INFLUENCE THE RELATIONSHIP.
84. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
87. *
88. Source: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
92. http://www.telegraph.co.uk/news/worldnews/joseph-kony/9134431/Kony-2012-Stats-breakdown-of-the-viral-video.html
94. HOW WILL SOMEONE TELL ANOTHER PERSON ABOUT YOU? HOW FAST?
95. 2. HOW YOU CAN (ATTEMPT) TO MEASURE ROI.
96. 2A. “PERFORMANCE METRICS DEMONSTRATE ROI.”
97. 2B. ROI IS ONLY AS CLEAR AS YOUR DEFINED LADDER OF ENGAGEMENT.
98. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
99. HOOTSUITE // TWEETDECK GOOGLE ANALYTICS // SEARCH.TWITTER // MIXPANEL //
100. TOO MUCH DATA IS AS BAD AS NOT ENOUGH DATA
104. 2. HOW YOU CAN (ATTEMPT) TO MEASURE ROI.
105. 2A. “PERFORMANCE METRICS DEMONSTRATE ROI.”
106. 2B. ROI IS ONLY AS CLEAR AS YOUR DEFINED LADDER OF ENGAGEMENT.
107. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
108. MARKETS CONSIST OF HUMAN BEINGS, NOT DEMOGRAPHIC SECTORS.
113. WHAT TACTICS CAN YOU USE TOMORROW?
114. 2. HOW YOU CAN (ATTEMPT) TO MEASURE ROI.
115. 2A. “PERFORMANCE METRICS DEMONSTRATE ROI.”
116. 2B. ROI IS ONLY AS CLEAR AS YOUR DEFINED LADDER OF ENGAGEMENT.
117. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
119. I need proof that what we’re doing is actually working. Start with proof of concept.
120. Step 1: Establish a baseline 8% YoY Growth
121. Baselines illustrate deltas (changes) Is something happening here?
122. Step 2: Create Activity Timelines
123. Step 2: Create Activity Timelines
124. Step 2: Create Activity Timelines
125. Step 3: Look at Sales Revenue
126. Step 3: Also look at # of transactions
127. Step 3: Also measure net new customers
128. Transaction data should be specific F.R.Y. FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
129. The latest numbers indicate that our YoY sales $ are up 60%. Our individual transactions have doubled, as have our transacting customers. Something’s working! Groovy! Let’s figure out what.
130. Step 4: Measure transactional precursors
131. Step 4: Measure transactional precursors
132. Step 4: Measure transactional precursors
133. We overlaid all of our timelines and noticed that since our social media activities began, our website visits are up, our social mentions are also up, and everyone seems to love us. So is there a discernable pattern in this?
134. Step 5: Overlay all timelines activities transactions social data web data loyalty metrics etc.
135. Step 6: Look for patterns Before After Impact Impact Impact No Impact Uncertain Impact
136. Step 7: Prove relationships Before After How was this group Touched by SM?
140. Created a section of the corporate site dedicated to the event and how BP is managing it Source: http://www.bruceclay.com/blog via Repskan (www.repskan.com) Established bloggers on the forefront to report on how the spill is affecting the area Dedicated the Facebook account to keep the public updated daily on efforts and allow people to weigh in Repurposed its Twitter account to include all the important contact information, daily tweets on progress and to answer questions Created a channel on YouTube to share critical videos on all the areas of life that have been affected by the spill and how BP is managing it Utilised Flickr to showcase images of what’s happening in the Gulf of Mexico Ran a depressing live stream of millions of gallons of oil spewing into the ocean 24 hours a day
141. Source: http://www.torbenrick.eu/blog/social-media/did-social-media-attack-harm-bps-bottom-line/
142. WHAT ARE YOU MEASURING AND WHY?
143. 3. WHAT ASSETS YOU CAN MAXIMISE.
144. 3A. “MONEY CAN’T BUY LOVE.”
145. 3B. INTANGIBLE ASSETS ARE MORE INFLUENTIAL THAN EVER BEFORE.
150. WHAT CAN YOU START WITH?
151. 1. HOW YOU CAN STEER CONVERSATION AROUND YOUR BRAND.
152. 2. HOW YOU CAN (ATTEMPT) TO MEASURE ROI.
153. 3. WHAT (INTANGIBLE) ASSETS YOU CAN MAXIMISE.
154. 6 ELEMENTS
155. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
156. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
157. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
158. TOOLS // TACTICS // ROI YOU CANNOT STEER THE CONVERSATION THROUGH:
159. THEY PROVIDE DATA FOR THE MAP, BUT NOT THE COMPASS ITSELF.