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Introduction | |
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Aligning Social Media with Core Business Objectives | |
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Aligning Social Media Strategies to Business Goals | |
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Setting Social Media Goals | |
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Goal 1: Increase Brand Awareness | |
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Goal 2: Generate More Leads | |
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Retaining Your Existing Customers | |
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How Do I Know Which Goal Is Right for My Company? | |
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Goal 3: Increasing Customer Retention | |
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Selecting the Right Social Media Goal | |
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Hands-On Exercise: Selecting a Social Media Goal | |
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Activity 1: Plot Existing Marketing Tactics | |
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Activity 2: SWOT Analysis | |
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Aligning Social Media to the Sales Funnel | |
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Where Brand Awareness Fits | |
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Exposure | |
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Influence | |
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Engagement | |
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Action/Conversion | |
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Customer Retention | |
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Hands-On Exercise: Aligning the Funnel with Communications | |
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Activity 1: Chart Existing Communications | |
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Activity 2: Identify Communications Pieces That Don't Work With Contacts Who Touched the Social Media Channel | |
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Activity 3: Determine Metrics to Evaluate Where People Fall Out of the Funnel | |
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Social Media for Brand Awareness | |
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Reality Check No. 1: No One Cares About Your Brand | |
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Reality Check No. 2: You Have Lost Control of Your Brand | |
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Where Brand Awareness Fits into the Funnel | |
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Types of Brand Awareness | |
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Where Social Media Fits into Brand Awareness Campaigns | |
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Where Social Media Fits into Reputation Management | |
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Developing a Measureable Strategy for a Brand Awareness Campaign | |
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Create a Listening Station | |
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Interpret the Conversation | |
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Why Listening Matters | |
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Refine Your Brand Awareness Goal | |
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Define Niches Within Your Target Market | |
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Define Social Media Channels | |
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Define Success Metrics | |
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Define Your Strategy | |
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Define How You Will Do It | |
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Flesh It Out | |
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Developing a Measureable Strategy for Reputation Management | |
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Develop a Listening Station | |
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Outline the Types of Reputation Management You Will Focus On | |
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Create Social Media Accounts Before You Need Them | |
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Define Success Metrics | |
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Define Your Strategy | |
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Define How You Will Do It | |
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Flesh It Out | |
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Organize Your Plans | |
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Hands-On Exercise: Prioritizing Brand Awareness Strategies | |
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Strategy Evaluation Matrix | |
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Measuring Social Media for Brand Awareness | |
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Community Manager | |
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Executive Management Team Metrics | |
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Translating Social Media for Executives | |
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Social Media Is Just Another Channel | |
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Don't Measure Social Media in a Silo | |
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The Goal of Brand Awareness Campaigns | |
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Complementary Marketing Channels | |
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The Goal of Reputation Management | |
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Calculating Cost per Impression | |
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Calculating Cost per Engagement | |
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Calculating Cost per Conversion | |
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Handling Salaries in Cost Metrics | |
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Hands-On Exercise: Aligning social Media Metrics to Metrics That Matter | |
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Social Media for Lead Generation | |
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Where Lead Generation Fits into the Funnel | |
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Understanding Social Media Lead Generation | |
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Handling Social Media Leads | |
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Soft Leads | |
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Hard Leads | |
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Content That Indicates Purchase Intent for HubSpot | |
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How to Kill the Sale | |
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Developing a Measurable Strategy for Lead Generation | |
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Promotional Content | |
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Informative Content | |
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Decision-Making Content | |
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Where Does Lead Scoring Fit? | |
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Slow Leads | |
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Medium Leads | |
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Fast Leads | |
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Types of Lead Scoring Models | |
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Optimizing the Path to Conversion | |
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Defining Success Metrics | |
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Define Your Strategy | |
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Define How You Will Do It | |
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Flesh It Out | |
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Organize your Plans | |
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Hands-On Exercise: Prioritizing Lead Generation Strategies | |
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Strategy Evaluation Matrix | |
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Measuring Social Media for Lead Generation | |
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Identifying Lead Potential | |
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Slowest Leads | |
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Slow Leads | |
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Medium Leads | |
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Fast Leads | |
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Closed Leads | |
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Lead Scoring | |
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Types of Lead Scoring Models | |
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Points-Based Lead Scoring | |
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Activity-Based Lead Scoring | |
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Manual Lead Scoring | |
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Hybrid Lead Scoring | |
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It's Okay to Keep It Simple | |
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Hands-On Exercise: Aligning Social Media Leads to the Sales Funnel | |
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Hands-On Exercise: Aligning Marketing Lists to Lead Categories | |
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List Management | |
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Customer Service, Referrals, and Strategies for Increasing Revenue from Existing Customers | |
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Where Customer Retention Fits into the Funnel | |
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Understanding Customer Retention | |
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Developing a Measureable Strategy for Customer Retention | |
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Provide Customer Service | |
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Turn Customers into Revenue | |
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Use Referral Strategies | |
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Spend More Money at Each Purchase | |
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Make More Frequent Purchases | |
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Define Your Goal for Customer Retention | |
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Listen | |
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Define Success Metrics | |
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Define Your Strategy | |
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Define How You Will Do It | |
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Flesh It Out | |
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Organize Your Plans | |
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Create Planning Documents | |
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Hands-On Exercise: Prioritizing Customer Retention Strategies | |
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Measuring Strategies for Increasing Revenue from Existing Customers | |
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Where Customer Revenue Generation Strategies Fit into the Organization | |
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Finding Your Key Metrics | |
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Manager Metrics | |
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Executive Metrics | |
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Why This Is Going to Be Difficult but Not Impossible | |
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What If You Can't Separate Customers Who Touch Your Social Media Channels? | |
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Hands-On Exercise: Finding Customer Retention Metrics | |
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Getting the Reports You Need | |
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Tools for Collecting Metrics | |
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Breaking Down the Barriers to Social Media Measurement | |
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You Are the Problem | |
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Standards Are the Problem | |
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Confusion Between Measurement and Monitoring Tools Is the Problem | |
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Lack of Maturity in Measurement Tools Is the Problem | |
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Social Media Silos Are the Problem | |
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The Path to Conversion Is the Problem | |
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Your Systems Are the Problem | |
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Don't Stop Now | |
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Hands-On Exercise: Finding and Overcoming Your Barriers | |
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Understanding the Dots That need to Connect to Facilitate End-to-End Measurement | |
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Why Full Campaign History Is Important | |
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What Dots Need to Connect | |
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Is Getting Full Campaign History into Your CRM System Really Possible? | |
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Finding Opportunities for Integration | |
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Conducting a System Audit | |
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Prioritizing Data Initiatives | |
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Hands-On Exercise: Systems Audit System Audit Worksheet | |
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Finding Integration Opportunities | |
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Measurement Tool Review | |
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Argyle Social Review | |
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Overview | |
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Overall Measurement Features (3.7 Stars) | |
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Reporting Features (2 Stars) | |
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Conversion Reporting (2 Stars) | |
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Expion | |
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Overview | |
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Overall Measurement Features (3.6 Stars) | |
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Reporting Features (3.2 Stars) | |
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Raven Tools | |
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Overview | |
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Overall Measurement Features (3.3 Stars) | |
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Reporting Features (2.5 Stars) | |
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Social Snap | |
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Overview | |
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Overall Measurement Features (4.3 Stars) | |
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Reporting Features (3.9 Stars) | |
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Tracx | |
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Overview | |
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Overall Measurement Features (2.2 Stars) | |
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Reporting Features (3.1 Stars) | |
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Summary | |
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Hands-On Exercise: Measurement Tool Worksheet | |
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A Great Starter Mix of Tools for Less Than $10 a Month | |
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Why HootSuite Pro Is a Crucial Part of the Mix | |
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Validating Google Analytics Setup | |
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Integrating HootSuite with Google Analytics | |
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Start Tracking | |
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Sample A | |
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Sample B | |
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Sample C | |
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Limitations | |
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Getting the Data | |
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Hands-On Exercise: Create a System for Using Custom URL Parameters | |
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Source | |
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Medium | |
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Campaign | |
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Bonus Tip: Track the Exact Status Update That Drove a Conversion | |
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Creating a Cross-Functional Measurement Dashboard | |
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Hands-On Exercise: Build Your Dashboard | |
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Trying It All Together | |
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Hands-On Exercise: Social Media ROI Assessment | |
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Index | |