Evaluate Digital Digital Marketing Strategy
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1 Evaluate Digital Digital Marketing Strategy Social Media Marketing Course Fall 2012 Lynchburg College School of Business and Economics Dr Ira Kaufman 2011
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3 What is Effective? Determine the reach and effectiveness of media What tools are you going to choose to focus upon? What is best use of your resources (time, expertise)?
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5 Reinventing the Wheel Businesses/Companies need to adapt: ways to reach out to customers have changed Customer Service, loss of relationship: what are the costs What is the effect of these changes?
6 Social Maps If you don t have one..now is the time! Begin: Keywords, tags, buzzwords, words that will boost ratings Next: Collect any important documents or relevant conversations that are involved with these keywords to form network foundation Final: Evaluate who these words are attracting and how to increase their use online.
7 Why are Social Media tools useful? For Business: 1: Listening: searching keywords online to perform an evaluation of how frequently they are used 2: Documentation: What documents are uncovered, help establish/determine how relevant the strategy is. Examples of where to find documents that are: Buzzgain, PeopleBrowser, PRNewswires Social Dashboard, and Radian6
8 Why tools are useful? (cont.) 3: Presentations: Combines the keywords and documents to help make effective decisions. 4: Observation: Have to observe the conversations that occur in the environment to see if the correspondence between the words and the presentation are effective. This helps create relationships and
9 Monitoring Tools take the information, interactions generated collect, process, and analyze the content
10 Google Alerts updates on latest relevant Google results based on your choice of topic Monitor the web for new/interesting content Monitor company chatter Research market Tweet Reports Brand monitoring Keyword research Follower analysis Tools: Listen to Company Chatter
11 Tools: Measure Online Influence Klout Measurement of overall online influence Based on true reach, amplification, and network score True reach- based on friends and followers who actively listen and reach to your messages and posts Amplification- how likely it is that your messages will generate results Network score- how influential your engaged audience is
12 Tools: Share, Track Referrals Shortened Links s to prospects and clients QR Code integration for print campaigns Track Blog posts (my sites and other sites) Profile links on Twitter, LinkedIn, Facebook Scheduling your Tweets with our Twitter integration Links posted to social networks Links to PDFs on my website and in s
13 Tools: Aggregate Content Aggregates user generated content from across the universe into a single stream Realtime Buzz Widget Strength- Likelihood your brand is mentioned in social media Sentiment ratio of positives:negatives Passion- repeated mentions by group of users Reach range of influence- mentions/total possible mentions
14 What Are They Saying?
15 Integrated Platform: Conversation, Visualization, Metrics Complete platform to listen, measure and engage with your customers across the web. / Real time results on an interactive dashboard
16 Sysomos MAP Media Analysis Platform Access to billions of conversations Identify key influencers by industry, geography or demographic groups Understand key conversations and trends Conduct in-depth research Competitive analysis
17 Monitoring Analyze user interactions to determine opportunities left on the table Track company chatter, digital footprint Track referral traffic (Google Analytics, FB Insights, BudUrls) Benchmark performance to customer goals, satisfaction and results Use RGV (Resources Generating Value) expanding ROI for evaluation
18 EVALUATION Prove Media Works Track - Evaluate ROI 1. Webstats - Google Analytics 2. Bud URLS 3. Facebook Stats 4. Social mentions
19 Sustainability After 6+ Months Setup, Positioning You will 1. Expand Brand Position 2. Grow Website Traffic 3. Increase Dealer Buzz 4. Grow Facebook, Twitter, YouTube Followers 5. Realize referrals >>>>>>>>>>>> Refine Innovate.Fine Tune
20 About the Presenter Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. LinkedIn: Facebook: Twitter:
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