Is there a science to social media marketing? Tamsen McMahon of Sametz says YES! Check our her slides from her webinar with Awareness, Inc from 12/16

1. The Scientific Method!
For Social Media!

2. On
the
line…
Your
Presenter:
Tamsen
McMahon
Sametz
Blackstone
Associates
Brass
Tack
Thinking
tamsen@sametz.com
@tamadear
Your
Host:
Mike
Lewis,
Awareness
mike.lewis@awarenessnetworks.com
@bostonmike
|
@awarenessinc

3. Got
Ques/ons?
Use
the
hashtag:
#awarenessinc
On
Twi7er
Technical
Issues?
Contact
Webex
customer
support

4. Who
is
Awareness
?
• Creators
of
the
Social
Marke/ng
Hub
• Allows
marketer
to
control
and
centralize
all
social
media
marke/ng
ac/vi/es
in
through
one
interface
• SoIware
is
powering
the
social
media
strategy
of
mid-­‐to-­‐large
sized
organiza/ons
• Partnered
with
leading
digital
and
interac/ve
agencies
CUSTOMERS
PARTNERS

5. Social
Media
Challenges
‘I’m
Overwhelmed!’
Social
Media
is
only
a
%
of
my
job
and
it
requires
a
lot
of
my
/me
to
be
effec/ve
‘Help
me
prove
the
value!’
I
know
social
media
works,
but
I
need
data
to
get
buy-­‐in,
The
execs
are
pushing
me
for
meaningful
data
before
we
invest
further
‘I’m
Losing
Control!’
Too
many
channels,
too
many
comments
to
respond
to,
too
many
passwords,
too
many
places
to
login,
hard
to
keep
control
‘I
Need
to
Get
Strategic!’
Need
to
move
from
tac/cal
ac/vi/es
to
strategic
programs

6. The
Next
Step
Contact
me
for
a
demonstra;on:
mike.lewis@awarenessnetworks.com
@bostonmike

7. Awareness
Social
Marke/ng
Hub
 Publish
:
Content-­‐centric,
 Gain
Control
of
your
mul/-­‐channel
Social
Media
Programs
 Manage
:
Enterprise
grade
 Centralize
your
programs
access
controls,
permissioning,
and
control
 Evolve
from
tac>cal
 Measure
:
Meaningful
programs
to
strategic
reports
and
marke/ng-­‐ social
media
focused
Social
Monitoring
 Measure
Success
for
 Engage
:
Interact
with
mul/ple
channels
and
individuals
who
are
assets
passionate
about
your
content

8. See
the
Hub
in
ac/on!
Social
Marke;ng
Hub
Demo
w/
Will
Eisner,
Director
of
Product
Marke/n
g
Dec
21st
–
2PM
ET
http://tinyurl.com/hubdem
o
Sign Up Now!!

9. The
Scientific Method
for Social Media
Sametz Blackstone Associates

10. Who I am
 Tamsen McMahon
 tamsen@sametz.com
 @tamadear
 Sametz Blackstone Associates
 www.sametz.com
 www.sametz.com/roundthesquare
 @sametz
 Brass Tack Thinking
 brasstackthinking.com

13. You heard
feedback, and
thought you were
done.

14. Nope.

15. Now with
amplification!

16. SOCIAL
MEDIA
IS A
MADHOUSE

18. Twitter

19. Twitter
Blogs

20. Twitter
Blogs

21. Twitter
Blogs

22. Twitter
Blogs

23. Twitter
Facebook
Blogs

24. Twitter
Facebook
YouTube
Blogs

25. Twitter
Facebook
YouTube
Wiki(leak)s
Blogs

26. Some say it’s
AN ART.

27. I say it’s a
SCIENCE.

28. Got your lab book?

29. You’ll need it.

30. Today

31. 0 Define the question
1 Observe
2 Investigate
3 Hypothesize
4 Experiment
5 Analyze
6 Retest
the method

32. O
define the
question

33. How can we best use
social media in our
business?

34. Is podcasting an
effective way to
generate prospects?

35. task:
Answer the question:
 What am I trying to figure out
about social media?

36. 1
observe

37. Grow bigger ears –
and eyes.
Paraphrase of Chris Brogan

38. LISTEN:
IF
WHAT

39. WATCH:
WHERE
HOW

40. task:
 Run searches for relevant
keywords
 Establish accounts on the
major social networks

41. 2
investigate
Scope
Audiences
Content
Resources
Outcomes
Measurement

42. Scope

43. task:
Answer the question:
 What’s the scope?

44. Audiences

45. Resonance &
Dissonance

46. task:
Answer the questions:
 For your scope, which
audience(s) make the most
sense?
 What do they care about?
 How do they perceive you?

47. Content

48. task:
Answer the questions:
 For your scope and audience,
what’s the best content?
 What already exists?
 What doesn’t?

49. Resources

50. task:
Answer the questions:
 For your scope, audience, and
defined content, which tools
are most appropriate?
 What resources do you need?
 How will you get them?

51. Outcomes

52. task:
Answer the question:
 Are you trying to achieve
awareness? comprehension?
participation? loyalty?
support? (choose one)

53. Measurement

54. task:
Answer the questions:
 What does success look like?
 How will you measure it?
 How will you tie it to concrete
business results?

55. 3
hypothesize

56. For {scope}, {content}
from {sources}, used
across {tools}, will
produce {measured}
{results} with
{audiences}.

57. task:
 Draft your hypothesis!

58. 4
experiment
Design
Execution

59. OBSERVATION
≠
PARTICIPATION

60. OBSERVATION
≠
PARTICIPATION
(you have to do it)

61. task:
 Outline the steps of your
experiment, with start and end
dates
 Execute your plan, while
documenting significant
events, impressions, and
ongoing results

62. 5
analyze

63.  Numbers
 Sentiment
 Actions

64. task:
 Collect metrics
 Overlay results onto
experiment steps and
significant events
 Note alignments
 Draw a conclusion

65. 6
retest

66. It takes practice.

67. task:
Hypothesis confirmed?
 Define a new question and
start again
Disproven or inconclusive?
 Revise hypothesis
 Design new experiment
 Retest

68. So maybe it is a
madhouse.

69. But now you’re the
mad scientist.

71. Who I am
 Tamsen McMahon
 tamsen@sametz.com
 @tamadear
 Sametz Blackstone Associates
 www.sametz.com
 www.sametz.com/roundthesquare
 @sametz
 Brass Tack Thinking
 brasstackthinking.com

72. Dec
16
–
Is
there
a
science
to
social
media?
Content
is
the
future
of
Marke;ng
w/
Joe
Pulizzi,
Author
of
Get
Content
Get
Customers
Jan
11th
–
2PM
ET
http://tinyurl.com/joepuliz
zi
Sign Up Now!!

73. Use
the
hashtag:
#awarenessinc
On
Twi7er