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  • Social Media Marketing Planning and Measurement, The Key Ingredients - SES Chicago 2010

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    Mana Ionescu
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    A guide to plan out social media marketing with purpose and measure results. Presented as part of the "Measuring Social Media ROI" workshop at SES Chicago 2010.

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    A guide to plan out social media marketing with purpose and measure results. Presented as part of the "Measuring Social Media ROI" workshop at SES Chicago 2010.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Flag for inappropriate content
    5K views18 pages

    Social Media Marketing Planning and Measurement, The Key Ingredients - SES Chicago 2010

    Uploaded by

    Mana Ionescu
    A guide to plan out social media marketing with purpose and measure results. Presented as part of the "Measuring Social Media ROI" workshop at SES Chicago 2010.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Flag for inappropriate content
    of 18

    Mana Ionescu, Lightspan Digital

    Speaker Contact Info Speaker Photo


    • mana@lightspandigital.com
    • Lightspandigital.com
    • @manamica
    • manamica

    1
    The Foundation: From ideation to execution,
    the social media planning road map;

    2
    The shift from social media “for the heck of it” to social media
    with purpose

    •Eyes on the target


    •Commitment
    •A plan
    •Persistency

    3
    Social media marketing planning is very similar to marketing
    planning in general

    Goals and Strategies


    Trigger Ideas

    Execution Execution
    Planning

    Results

    4
    Example: goals, strategies &tactical focus matrix

    1.Build Online 2.Drive new 3.Drive return


    Friend Base venue traffic venue traffic

    Daily conversation Foursquare promos Foursquare Promos


    -Spend 1 hour per day on -Set up and promote 1 st
    -Set up and promote
    Twitter and Facebook as time check-in promo Mayor special
    guided by the Lightspan during month 1.
    Daily SM Workouts.

    Aggressive Twitter Marketing support Persistency


    follower build-up. -Communicate Fall -Spend 1 hour per day in
    -FB &Twitter mini-promos. reading program conversation with Twitter
    and Facebook people

    Cross-polination Large combined Test, Learn, Re-do


    -Publishing FB links on promos -Take lessons from prior
    Twitter comms stream -Foursquare cheerleader promos and apply to new
    and viceversa. swarm. promos to improve
    results.

    5
    12/07/21
    The 5 key ingredients

    6
    Conversation

    Social engagement
    involves talking with
    people not at people.

    7
    Trust
    Be:
    •Genuine and friendly
    •Informative
    •An expert in your field
    •Appreciative
    •Confident

    Don’t be:
    •Just a friend
    •Just a copycat
    •Just a social media “expert”
    •Entitled
    •Cocky

    8
    Persistency

    Social media engagement takes:


    •Commitment
    •Hard work
    •Discipline

    9
    Evaluation

    Take the pulse:


    •Timely
    •Consistently
    •Bravely

    We will discuss evaluation in more detail in the


    “Translating Data into Dollars” section (page 24)

    10
    Evolution

    Every marketing act will


    teach something so don’t
    ignore those teachings:
    •Learn
    •Adapt
    •Go higher

    11
    The 6th (bonus) ingredient – The Get-it-Done Routine

    Get the workouts at:


    bit.ly/smworkouts

    12
    Translating the Data into Dollars - Measuring
    Social Media Success

    13
    What is ROI in Social Media?

    •“ROI is a business metric, not a social media metric,” Olivier Blanchard


    •To get the full picture you must look both at media and business metrics

    14
    Establish a data framework

    Establish the “Before”:


    •The baseline or benchmarks that you want to beat
    •The period over which your measurements will take place
    •The natural change rate over time prior to campaign

    Measure the “Before” and “After” (examples):


    •Frequency - transactions per month, visits per month etc
    •New customer reach
    •Dollars per transaction

    15
    Evaluate results
    Compare the “Before” and “After”:
    • Overlay time graphs and look for patterns

    Facebook
    promo Twitter
    promo

    Woohoo! It’s
    working, let’s do
    more of this!

    16
    Mana Ionescu, Lightspan Digital

    Speaker Contact Info Speaker Photo


    • mana@lightspandigital.com
    • Lightspandigital.com
    • @manamica
    • manamica

    17
    Thank You
    Visit

    www.omicertified.com
    for more information

    Follow us on @OMInstitute

    18
    18

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