Measuring Social Media ROI
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Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.
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Measuring Social Media ROI
- 1. SOCIAL MEDIA ROI SESSION E-1 Brian D. Swanson - Flashpoint Marketing
- 2. Speaker Introduction 15 Years Accounting Marketing & Business Development Experience Former Big 4 & Regional Firm Marketing Director SEMPO Certified in Internet Marketing SEMPO Certified in Advanced Search Engine Optimization 5 Years Social Media Marketing
- 3. Group Audience Poll How Many Are Currently Using Social Media to Market Your Firm?
- 4. How Social Media Works Let’s Get Very Specific Today!
- 5. Purpose of Social Media
- 6. Functions of Social Media Purpose for Using Social Media: Enhance Search Engine Optimization(SEO) Share Thought Leadership Engage Clients & Prospects Recruiting Manage the Firm’s Brand – Informal Access Advertising - LinkedIn
- 7. Focus & ROI How You Use Social Media Will Determine How You Measure ROI Let’s Discuss Strategy!
- 8. Effective Social Media Marketing What are you sharing? Engaging Content Proper Targeting Where are you sharing it? Measurement How are you measuring activity? Interaction How are you interacting?
- 9. How Do People React? How Alluring is The Content Your Sharing?
- 10. Assess Your Existing Content Reflect on Your Content: Us versus You Audience Relevant versus Irrelevant Overly Technical vs. Common Language Current Events versus Months Old News Interactive vs. Static Social Media is The Tool Through Which Content is Shared!
- 11. Develop A Strategy • What is/are the objectives of our strategy? • Who Are You Targeting – Different Platforms for Different Targets (Recruiting, Clients, etc.) • What Type of Content Does Our Target Want? • What Information is Our Audience Searching For? • How is Our Content Reinforcing Our Brand Promise?
- 14. Content Sharing Ideas • News – Firm or Industry • Behind the Scenes Content • Top 10 Lists • Presentations • Infographics • Videos & Images • Stats & Facts – Industry Studies, Surveys
- 15. Proper Targeting There Are So Many Social Media Platforms Available Where Should You Be Targeting Your Efforts? Should I Invest Time On New Platforms?
- 16. Social Media Participation Assess How Your Audience Spends Their Time
- 17. Most Effective Platforms • Facebook – 845 Million Users • Twitter – 300 Million Users • LinkedIn – 135 Million Users • Google Plus – 62 Million Users • YouTube – 3 Billion Video Views Everyday
- 18. Talking vs. Conversation Are You Engaging Your Social Media Audience?
- 19. Your Approach Creates Value Reflect on Your Approach: Manually vs. Auto Managed One Person vs. Multiple People Commercialized vs. Authentic Business vs. Personal Focus Firm Centric vs. Topic/Audience Centric Questions/Surveys vs. Firm News Items
- 20. Authenticity Focus On Audience - Individualized Listen To Your Audience - Content Interact With Followers– Respond to Posts, Comments, Re-Tweets, etc. Genuine & Consistent Content Create A Good Experience – Keep Them Coming Back
- 21. Strike A Balance Marketing Authenticity & Engagement The Sweet Spot There Is a Proper Balance For Your Audience! Authentic vs. Transparency
- 22. Authenticity Examples Demonstrating The Firm’s Commitment to The Community
- 24. Group Audience Poll How Are You Currently Measuring ROI for Social Media?
- 25. Measuring Return
- 26. Measuring Return Important Social Media Metrics: Mentions Sentiment Reach - Fans/Connections Action - SEO Impact Introductions Made Questions Answered Engagement - Number of Leads
- 27. Measuring Return
- 28. Google Analytics Provides Metrics on How Social is Impacting SEO Click Here to View Social Analytics
- 29. Google Analytics Very Detailed Traffic & Site Performance Metrics
- 30. Google Analytics
- 35. In Perspective Key Takeaways Measurement = on How You Use Social Media Leverage Effective Content for Sharing Interaction - Be Authentic and Audience Centric Right Platform = Right Engagement Measuring Return is Not Always “Black & White” Platform vs. Global Measurement Tools
Editor's Notes
- Facebook is not just personal profiles for sharing photos of your dinner with your uninterested friends. It is actually a hugely important way to get thousands of people interacting with your business online and offline.Twitter – Excellent for following people in your industry, thought leaders, reporters and even for lead generation.LinkedIn – Excellent for recruiting and attracting prospects to your firm. Also a good forum for connecting people. This is Google’s reply to fears that Facebook is taking over. Its all about integrating your online social media life with your search engine
- Measuring ROI on Social Media is Like Measuring the ROI of a Relationship.Similar to Putting a ROI Measurement on Your Office Phone System