“Analyzing The ROI of Your Social Media”by Carlos Gil #SMSSummit

Carlos Gil

Global Head of Social Media, BMC Software

Previously: LinkedIn, Save-A-Lot, Winn-Dixie, Start-up Founder (08-11)

Fan of hip-hop, emoji’s, and Snapchat

Today I’m Going To Help You

Justify the “Why” of your social media

Show you how to measure the effectiveness of your social media to help you sell more “stuff”

How BMC is crushing it in social media with employee advocacy

Major is “Why”

Why is your company on social media to begin with? Is it to grow awareness, sales, improve satisfaction or all of the above?

Are you speaking to the right audience?

Do you have the right mix of content and conversation?

SMM’s Are Always in “Hustle Mode”

Your job is essentially to lead by example and teach your organization why SM matters and that it works

Easiest way to win support internally is to position SM as a benefit to organizational teams i.e. HR, Sales, PR, Customer Service, and Marketing

Make other people look good and your job is

B2B and B2C is a Myth

Everyone is a buyer…

The same people I am trying to reach on LinkedIn are also on Facebook, the only difference is how/when they use it

What reason are you giving SM users to follow and engage with your brand?

Marketers rush to grow, grow, grow but they aren’t nurturing…

BMC Case Study

When I arrived at BMC Software in July 2015 my #1 goal was to activate a community of 200,000 I.T professionals as social

media followers and get them to care about our brand.

BMC Case Study

In the first 30 days… 800+ employees signed up, 30K+ shares, 12.9M+ impressions, and 3K website clicks

Content Marketing is like a Dinner

Party…Content is the main course at your dinner

party with the host being the your brand and your community being its guests.

You can have the BEST content but if nobody’s paying attention all you have are

leftovers.

Measuring KPI’s

Impressions which builds awareness

Website clicks to BMC.com

Blog views

Form fills (lead generation)

Major to Success

Measure week over week, month over month, quarter over quarter, and year over growth on all content. If

you aren’t growing, you aren’t giving your community what they want. It’s that simple.

–Jay Z“Men lie, women lie, numbers don’t”