STOP Wasting Time & Money on Social Media

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@MattBaileySays • @ToddLebo

Sponsored by:

Nov. 15, 2012

Join the conversation

#SherpaWebinar

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What You’ll Learn from Today’s Webinar

• Is social right for your organization?
• Match the medium with the message
• 4 Steps for a winning social strategy
• How to track growth & measure success

#sherpawebinar

Presenters

Todd W. Lebo
Senior Director of Content
MarketingSherpa/MECLABS
@ToddLebo

Matt Bailey
President
SiteLogic , Inc.
@MattBaileySays

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Consulting Training Writing

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Audience Poll
• What is your top social media challenge?
• Driving a consistent social campaign
• Gaining social budget
• Integrating social w/ other channels

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How
Why
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Reality
Check

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Social Media
“Experts” Check

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“Dell makes $3.2 million
with Twitter”

$61 billion
0.01% of revenue

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Social Media Marketing
1.Narrative
2.Development
3.Interaction
4.Planning
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Narrative
Know Thyself

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take
a

Lie
market
the
Truth #sherpawebinar

Narrative
“The Voice of Reason”

“Your Friend, Your Guide”

“The Entertainer”

“Fear: What if?”
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the
Medium
is
the
Message #sherpawebinar

All Channels
are NOT Equal

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Identify
the best medium for your
message

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BLOGS WEBSITES

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BLOGS WEBSITES 55% More

Visitors

97% More

Links

434% More

Pages

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@MattBaileySays • @ToddLebo HubSpot, 2010

Interaction
Support

Research

Education

Networking

News
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When to use Blogs
• Increase Search Visibility
• Build for Long-Tail Content
• Community and Market Education
• Communicate High-Trust Content
• Build Lists, Conversions and Reach
• Build Brand Value and Equity

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Sources used to begin a search for info
on branded products:
Retailer

Twitter
Search Facebook

Brand website
eMarketer, May, 2010
2010 Social Shopping Study

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Successful
Searches Sessions

1 in 4 42% 44%

Require Last a Day
ComScore & Microsoft, 2012
Refinement or More
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Email is Increasing
Overall: Increasing by 28%
Mobile: Dominant activity at 41%

Source: ExactTarget, 2010

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58% Check Email
20% Portal or Search Engine
11% Facebook


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93% Subscribers

38% Fans

5% Followers

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Subscribers - Fans - Followers


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The third largest website in the world

The 2nd most popular search engine

4 Billion views a day

60 Hours of video uploaded every 60 seconds

3 billion hours of video are watched each month

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When to use YouTube
• “See it to Believe it”
• Highly Visual
• “Portable” reach
• Re-Publishable
• Influence Search Results
• Present Content in Different Methods
• Extend Reach
• Earned Media Content

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YouTube + Google
• Enhance Rankings
• Additional Channel for Rankings
• Increased Visibility
• Influence Search Results

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When to use Pinterest
• Highly Visual
• Create Idea Lists
• Re-Publishable Reach
• Discover Motivations & Networks
• Extend Reach
• Earned Media Content
• Develop for others to use
• Ideal for Narrow Focus

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161 million members in over 200 countries
4.2 billion searches in 2011
22% of members access by mobile device

Most affluent membership

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Expectations for Twitter

1.Access to Celebrities
2.Access to News
3.Access to Brands

ExactTarget, 2010

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Why Follow Brands?
1. Give Feedback
2. Provide Ideas
3. Insider Information
4. Freebies & Discounts

ExactTarget, 2010

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Reasons to Fan or Follow
Incentives 77%

Discounts 46%

Solve Problems 39%
Entertain 28%

Interact 26%

Market Directly 21%
Source: Cone, November 2010

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When to use Twitter
• Immediacy
• Time-Sensitive Information
• Utilizing Follower Networks
• Direct Consumer Contact with Brand
• Direct Consumer Contact with Experts
• Samples, Discounts & Freebies
• Insider Information

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1 Connection

2 Self Expression

3 Entertainment
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70%
Being a FAN
Fans of Brands

does NOT mean
Marketing ExactTarget, 2009

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You own all of the content and information you post on Facebook, and you
can control how it is shared through your privacy and application settings. In
addition:

When you publish content or information using the Public setting, it means that you
are allowing everyone, including people off of Facebook, to access and use that
information, and to associate it with you
(i.e., your name and profile picture).
For content that is covered by intellectual property rights, like photos and
videos (IP content), you specifically give us the following permission, subject to
your privacy and application settings: you grant us a non-
exclusive, transferable, sub-licensable, royalty-free, worldwide license to use
any IP content that you post on or in connection with Facebook (IP License).
This IP License ends when you delete your IP content or your account unless your
content has been shared with others, and they have not deleted it.

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Facebook Users:
11 Hours a Month 13500 13500

8450

5040

2010

700

Facebook Eating TV Other Working Sleeping
HubSpot; Facebook Pressroom, 2011

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Conversation

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When to use
• Conversation
• Sharing
• Social Interaction
• Reach Targeted Segments
• Stories

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Change

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Planning:
Develop a Marketing Strategy

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STEP 1:
What
People
Want
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KeywordDiscovery.com

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STEP 2:
When
dothey
Want it
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STEP 2a:
Build
long-term
a

Content
Plan
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STEP 2b:
Create a
Content daily
Plan
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STEP 2c:
Plan
annual
Content
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www.HolidaysForEveryday.com
Monthly Events:
American Heart Month
American History Month
Black History Month
National Wild Bird Feeding Month
Children's Dental Month
International Friendship Month
International Boost Your Self-esteem Month
National Blah Buster Month
National Cherry Month
National Grapefruit Month
National Snack Food Month
National Wild Bird Feeding Month
Responsible Pet Owners Month
National Embroidery Month
Scouting Month
Potato Lover's Month
National Crime Prevention Month

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STEP 3:
Develop a
Publishing
Schedule
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Publishing
Content
1. Introduce
2. Develop
3. Close
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Mo. Content Intro Introduction Develop Development Close
date/distribution date/distribution date/medium
Article 1 Nov 1 article 1: Twitter Dec 1 article 1: Blog Jan 3 - return to School: Twitter
Jan Article 2 Nov 10 article 2: Facebook Dec 10 article 2: Blog Jan 10: T / FB
Article 3 Nov 20 article 3: article distribution Dec 18 article 3: Article article 3: T

Article 1 Dec 1 article 1: Local Newspapers Jan 3 article 1: Blog Feb 3: content: T/B
Feb Article 2 Dec 5 article 2: Facebook Jan 10 article 2: Blog Feb 14: Valentines - T / FB
Article 3 Dec 15 article 3: Magazine, Contest Jan 24 article 3: Article Feb 23: FB

Article 1 Jan 10 article 1: YouTube Feb 10 article 1: Blog Mar 3: FB
Mar Article 2 Jan 15 article 2: Facebook Feb 20 article 2: Blog Mar 10: T / FB
Article 3 Jan 20 article 3: Facebook - Twitter Feb 25 article 3: Article Mar 24: T / FB

Article 1 Feb 30 article 1: Facebook Mar 5 article 1: Blog Apr 3: Spring - T
Apr Article 2 Mar 10 article 2: article distribution Mar 10 article 2: YouTube Apr 10: T / FB
Article 3 Mar 20 article 3: Facebook Mar 20 article 3: Article Apr 3: FB

Article 1 Mar 1 article 1: Twitter Apr 10 article 1: Blog May 3: School pics- FB/ B
May Article 2 Mar 10 article 2: Twitter/Facebook Apr 16 article 2: Blog May 10: T / FB
Article 3 Mar 20 article 3: article distribution Apr 20 article 3: Article May 13: T

Article 1 Apr 10 article 1: Facebook May 5 article 1: Blog Jun 3: Schools Out: T / FB
Jun Article 2 Apr 18 article 2: Twitter May 16 article 2: Blog Jun 10: T / FB
Article 3 Apr 25 article 3: Facebook/Blog May 24 article 3: Article Jun 30: T/FB

Article 1 May 10 article 1: Twitter Jun 1 article 1: Blog Jul 4: Independence Day: T/FB
Jul Article 2 May 18 article 2: Facebook Jun 14 article 2: Blog Jul 10: T / FB
Article 3 May 23 article 3: article distribution Jun 20 article 3: Article Jul 31: FB

Article 1 Jun 10 article 1: YouTube Jul 1 article 1: Blog Aug 3: T
Aug Article 2 Jun 18 article 2: article distribution Jul 15 article 2: Blog Aug 10: T / FB
Article 3 Jun 20 article 3: Article Jun 25 article 3: Article Aug 3: School - T / FB

Article 1 Jul 8 article 1: Facebook Aug 1 article 1: Blog Sep 3: Labor Day: T/B
Sep Article 2 Jul 15 article 2: article distribution Aug 11 article 2: Blog Sep 10: T / FB
Article 3 Jul 24 article 3: Article Aug 24 article 3: Article Sep 15: FB

Article 1 Aug 10 article 1: YouTube Sep 1 article 1: Blog Oct 3: T
Oct Article 2 Aug 14 article 2: Blog Sep 12 article 2: Blog Oct 10: T / FB
Article 3 Aug 21 article 3: article distribution Sep 18 article 3: Article Oct 31: FB

Article 1 Sep 6 article 1: Facebook Oct 1 article 1: Blog Nov 3: holidays - T/B
Nov Article 2 Sep 15 article 2: article distribution Oct 10 article 2: Blog Nov 25: T-Day - T/ FB
Article 3 Sep 22 article 3: Facebook Oct 26 article 3: Article Nov 26: Black Friday - T/FB

Article 1 Oct 20 article 1: Facebook Nov 15 article 1: Blog Dec 3: holidays: FB
Dec Article 2 Oct 28 article 2: Blog Nov 20 article 2: YouTube Dec 20: shopping - T / FB
Article 3 Nov 4 article 3: Twitter Dec 3 article 3: Article Dec 26: Christmas - T /FB

#sherpawebinar

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http://amzn.to/MBbook

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STEP 4:
Measure
Model &
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Segment Analysis
Anchor term: Map 14,392 visitors

2.13 minutes average time on site
4.5 average page views
43.6% of visits less than 5 seconds
72.7% (10,466) enter at old landing page
20.2% (2,909) enter at Homepage
5.8% (834) enter at Maps
0.46% (67) Conversion Rate
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Maps

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Search Term
Seasonal Variation
Bookings
Demographics
Psychographic Profile

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Track Growth
Search term: “maps”
Initial +2 years
• 14,000 Visitors • 42,000 Visitors
• 2:13 time on site • 7:31 time on site
• 4 page views • 10 page views
• 43% bounce rate • 12% bounce rate
• 0.5% conversion • 4% conversion
• $0.20 /visitor • $5.60 /visitor

#sherpawebinar

Thank You

Todd W. Lebo
Senior Director of Content & Business Development
MarketingSherpa/MECLABS
@ToddLebo

Matt Bailey
President
SiteLogic , Inc.
@MattBaileySays

#sherpawebinar

STOP Wasting Time & Money on Social Media

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