Social Media Optimization - Tracking Your Results

Copyright 2010 – High Alert International– All Rights Reserved

Beyond Social Media Optimization:

Getting your Networking on Track and Your Career Flowing!

Maurice A. Ramirez, DO, PhDHigh Alert International5764 North Orange Blossom Trail #143Orlando, FL 32810

(866) [email protected]


Social Media at NSA

• 2007: Not just for “socializing” anymore


Social Media at NSA


• 2008: Super-charged vehicle for sharing messages globally


Social Media at NSA



• 2009: Broadcasting messages is easy, monitoring results is not


Social Media at NSA



• 2009: Broadcasting messages is easy, monitoring results is not

• Rapidly evolving technology - adapt or become extinct!


Evolution of Social Media Technologies

• Version 1.0 – Picture and a Profile• Version 2.0 – You and your message

one website at a time• Version 3.0 – Coordinated strategy of distributing

messages across social media sites

• Version 4.0 – The Social Media Hive Technology

Social Media at NSA


Social Media Hive Technology

Socialnomics– “The concept that the Social Media eliminates

millions of people performing the same tasks over and over (multiple individual redundancy) and instead relying on the recommendation and referral of trusted social media contacts.”





– A cultural form of group decision making• Board of Directors

• Tribal Council





– A cultural form of group decision making• Board of Directors

• Tribal Council

– In nature, its like a colony of bees• A few scouts direct the swarm





• Interconnects social media sites



• Interconnects social media sites• Links social media conversations



• Interconnects social media sites• Links social media conversations• Broadcasts social media messages



• Interconnects social media sites• Links social media conversations• Broadcasts social media messages• Monitors results in real time

– Impact on Brand– Keywords and Message Streams– Traffic, Influence and Contacts– Sentiments, Passions and ROI



WMD


WonderfulMarketingDiscovery


Weapon ofMarket

Destruction


Social Media Optimization

Cruising Beyond the Event Horizon


“Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea.”

Message Promoted through Social Media Optimization


• Ship’s Pursers engage current and past cruise guests on Facebook, Twitter and other social media platforms daily




• Every ship has an ad hoc Social Media presence under the direction of the ship’s Chief Purser and their staff




• Every ship has an ad hoc Social Media presence under the direction of the ship’s Chief Purser and their staff

• Each ship is a floating cellular and WiFi hotspot providing continuous high speed broadband access to all cruise guests



• Shipboard emergencies no more common on these ships than any in the industry




• Every shipboard emergency on these ships are accompanied by a torrent of Social Media messages by guests




• Every shipboard emergency on these ships are accompanied by a torrent of Social Media messages by guests– 2009 Passenger Overboard yields > 124,000 tweets– 2008 Cabin Fire yields > 68 negative blog entries– 2008 Ship at List Media alerted by passenger tweets

before corporate media relations contacted networks.



“Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea.”



Weapon ofMarket

Destruction



Play to the Strengths of the Social Media– It is fast, very fast… You must be too!!!



Play to the Strengths of the Social Media– It is fast, very fast… You must be too!!!– In public relations, silence is not golden…

It is guilty!!!• The first message posted is often the story most

believed• Make certain your message is the first by

becoming a message and influence leader in the social media



Play to the Strengths of the Social Media– Content may be king, but Buzz is the Bomb!!!

• When the topic is hot, it is not only acceptable but beneficial to send frequent update messages

• If controversy surrounds the event, your followers will retweet your messages just to stay in the fray



Play to the Strengths of the Social Media– Content may be king, but Buzz is the Bomb!!!

• When the topic is hot, it is not only acceptable but beneficial to send frequent update messages

• If controversy surrounds the event, your followers will retweet your messages just to stay in the fray

– Know the effect of your efforts and those of your competition


Social Media Surveillance

Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Capture and analyze data from social media

sites to understand customer sentiment, brand loyalty, audience reach, etc.



Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Capture and analyze data from social media

sites to understand customer sentiment, brand loyalty, audience reach, etc.

– Actively listen to information regarding your customers, brand, products, and competitors in the social media



Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Publish and respond to social

media messages in a measurableand accountable way



Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Publish and respond to social

media messages in a measurableand accountable way

– Add social media analysis to the overall marketing analysis to measure reach, sentiment, and impact of multi-media public relations campaigns



http://www.peoplebrowsr.com/



http://scoutlabs.com/



http://tweetreports.com/



http://socialmention.com/












Step 1

• Go to http://socialmention.com/

• Click on “Create an Alert”





Step 2• Enter a Search phrase:

Step 3• Select Type: “All”





Step 4• Do Not change Language: “Any language”• Do Not change Email Type: “html”• Enter Email Address:• Do Not change Delivery: “daily”• Click “Create Alert”







Step 5

• Check you email and click to “Verify this Alert request”

• Congratulations you are now monitoring your brand in the social media!!!!





Brand Control

Preventing Image Creep: The Most Subtle Form of Identity Theft


Brand Control

Actual messages posted in Facebook by the family of major executives and politicians

• “It’s about the message, Stupid”


Brand Control



• “Liberals are the most inane form of life ever created by the God they don’t believe in”


Brand Control



• “Liberals are the most inane form of life ever created by the God they don’t believe in”

• “You know the Obama’s are in love by they way they fist each other in public”


Weapon ofMarket

Destruction


Brand Control

Preventing Image Creep– Learn from your kids

• Limit posting privileges to your social media sites


Brand Control



• Review all posts before they appear online


Brand Control




• Set boundaries regarding what you share online and stick to those boundaries


Brand Control





• Set your social media site preferences to match these policies and boundaries


Brand Control





• Set your social media site preferences to match these policies and boundaries

– Monitor your Brand• Make certain your are the only author posting

under your name in the social media


Brand Control

http://buzzding.com/


Brand Control

http://trackur.com/


Brand Control

http://whostalkin.com/


Brand Control

Step 1• Go to http://whostalkin.com/

Step 2• Enter your name in quotes in the search box

Step 3• Click “Search”


Brand Control


Brand Control




Return on Investment

Socialnomics:Social Media Optimization’s Undiscovered Continent


Socialnomics and ROI– If the “Coins of the Realm” in Socialnomics

are Referral and Influence of trusted social media contacts, how do you measure Return on Investment in real dollars?



Socialnomics and ROI– If the “Coins of the Realm” in Socialnomics

are Referral and Influence of trusted social media contacts, how do you measure Return on Investment in real dollars?

– ROI is monetized based upon: • Average value of referrals (conversion rate)• Actual cost of client labor saved (hourly rate)• Actual sales made• Actual cost of the social media campaign




http://howsociable.com/



http://swix.com/



http://www.dragonsearchmarketing.com/online-marketing-strategy/social-media-marketing/social-networking-media-roi-calculator/



http://dag1.mine.nu:8888/blog/twitter-roi.php



Step 1• Go to http://dag1.mine.nu:8888/blog/twitter-roi.php

Step 2• Enter the number of twitter followers you have as

“1st Generation Twitter Followers”





Step 3• Multiply the number from Step 2 by 500 and enter

the result as “2nd Generation Twitter Followers”





Step 4• Enter the number of messages per month

posted as “Twitter posts per month”





Step 5• Enter the number of click-throughs your

social media messages receive per month





Step 6• Enter cost per thousand views as “CPM”

(default value for social media is 5)





Step 7• Enter cost of current social media marketing

campaign as “Investment”





Step 8• Enter “Campaign duration in months”• Click “Submit for ROI”





3 month campaign



3 month campaign



3 month campaign



3 month campaign



3 month campaign



24 month campaign



24 month campaign



24 month campaign



24 month campaign



Parting Thoughts for the Future

Old Truths vs. Current Realities



• Old Truths– Social media does

not require daily attention, its ok to “dabble”

• Current Reality





• Current Reality– Buzz is the Bomb…

It can propel you to the top or blowup in your face (Surveillance is Essential)





– Search engine placement matters


It can propel you to the top or blowup in your face(Surveillance is Essential)





– Search engine placement matters


It can propel you to the top or blowup in your face(Surveillance is Essential)

– Searchable positive review placement is what matters(Brand Protection is Key)



• Old Truths– The ROI for Social

Media is measured in intangibles

• Current Reality





• Current Reality– The ROI for Social Media

Optimization is complex but must be monetized(Measure your ROI)





– Email marketing is dead










– Email marketing is evolving & merging with social media optimization





– Email marketing is dead.

– Content is King









– Content is King




– Buzz is the Bomb






– Content is King




– Buzz is the Bomband Content is still King!!!




eSpeakers Social Media Marketing

The Unofficial Tutorial(The following is not sanctioned by eSpeakers)



Step 1• Login into eSpeakers App (formerly eVentPro)

Step 2• Click on “Marketing”





Step 3• Click on “Social Media Connections”





Step 4• Click on “Connect”





Step 5• Enter your Email Address• Enter your Password• Click “Login”





Step 6• Click “Allow Status Updates”





Step 7• Click “Allow Access”





Step 8• Click “Allow”





Step 9• Click “Allow Publishing”





Step 10• Check the box to “Display on Profile”





Step 11• Click “OK”• Congratulations, your eSpeakers Calendar is now

connected to your Facebook Account

Repeat the same steps for Twitter & LinkedIn




Thank You

Business

Social Media Optimization - Tracking Your Results