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DRIVE ROI & OPTIMIZE SOCIAL CAMPAIGNS
KICK SOME ASS AND HAVE SOME FUN
WHO AM I? Gavin Donovan Sr. Social Media Manager, Trend Micro
PRESENTATION RULES 1 2 3 Use @GavinDonovan and/or #SMSSummit to heckle me. If you participate (raise your hand, answer a question, laugh or roll your eyes) during the presentation, you are automatically entered into the “Gavin will buy you a beer” contest. Let’s have some fun!
WHY DO YOU USE SOCIAL?
2005 “Poke people on Facebook and MySpace stalk.” - Danny (@DMonnat)
2015 “Keep up-to-date with the business world, connect with customers/ prospects, chat with friends, and share Stevie Ray Vaughan videos.” - Danny (@DMonnat)
S OC IA L ME D IA ROI : B E C AME P RESID ENT
R E AL-TIM E M AR KE TING
BE S T. PAR T Y TR IC K. E VE R .
R E V O L UTIO NIZ E YO UR CO M PANY
“ BE I N G A G O O D P E R S O N ” M AR K E TI N G
Logic Is this going to work? Witty Don’t be the awkward dad! Intuition How will this work and how will our target audience react? Imagination Step up the creativity.
Social Media Impact
Prove Social ROI
3 STEPS TO DRIVE SOCIAL ROI 01 02 03 Analyze what your audience wants/ needs. Create asset and build social strategy to reach your target audience/goal. Track your activity, analyze your results, find your benchmarks, optimize campaign, do it again.
WHAT TO MEASURE HOW TO MEASURE Engagement Social Analytics Tool or Native Platform Analytics Reach/Impressions Tag, Tag, Tag! Referral Traffic (website or blog) Analytics Team? Sales (direct or did it help close a deal) Sync w/ Sales Customer Service Retention Experiment Find Current/New Benchmarks
OPTIMIZE SOCIAL CAMPAIGNS
MY DESK Create a strategy that allows us to be able to get lucky from time to time. Get our content in front of the right people, not just anyone. Measure, Analyze, Optimize (do it again until you get it right) Firedrill: Does it benefit our audience/company or is it to make someone happy? - T H E G OA L ? WHAT’S ? THE ASSET URING? WHAT’S AS ARE WE ME WITH US? WHAT ING O IS WORK TOO HARD? WH ING R E W E T RY A ? IT URGENT IS
Content Audience Tracking Advertising Reporting
HOW THE HELL ARE WE GOING TO DO THIS?
@T WO @ P H I L M C M I C H AE L
Results 1.32M Impressions 39K Engagements AWS REINVENT
FIFA WWC SOCIAL SUPPORT TEAM Gavin Donovan Taylor Haley Ingrid Kibler Trend Micro Trend Micro HCK2
R E NE E BE LVE AL @ R E N E E BE LVE AL - S UMMER INT ERN
Results 4.3M Impressions 54K Engagements
H IG H -FIVE M O M E NT
Impressions 2.8M Impressions 3,000,000 4,389,048 Total Impressions 2,000,000 1,000,000 0 February March April May June July
Engagements Highlights Total Engagements: 54,706 More in July (6 days) than Feb - May February March April May June July
R AY M O ND FAL L O N @ J U S TP L AN E R AY - RET IRED
WH E N YOUR NE X T C AM PAIG N E ND S
NOW GO KICK SOME ASS! TELL ME ABOUT IT AT @GAVINDONOVAN