Social media is hard. But it's not entirely your fault. Facebook doesn't want you to be able to reach your users organically without giving them money. And the direct connect we've been promised with social media never materialized. In this presentation, we dig into the state of social media and give you some tips to get and measure a real return on your social media investments.

1. You Suck at Social Media
But you can fix it.

2. “Would you tell me, please,
which way I ought to go from
here?” asked Alice.
“That depends a good deal on
where you want to get to,” said
the Cat.“I don't much care
where,” said Alice.
“Then it doesn’t matter
which way you go,”
said the Cat.

3. Good ROI (Return on Investment)

5. 0.3%
Total Social Media Sales

6. Most articles on social media are like:

8. Who I am?
Tyler Brooks
Founder // Analytive
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified

9. You suck at social media.
But it’s not all your fault.

10. The deck is stacked against you.

14. 10%Conversion Rate

16. At $100 per conversion:
Email - $1,000
Facebook - $150

17. Facebook doesn’t want you
to succeed organically.

18. They want you to pay them to reach
your own followers.

19. Social media will continue to have
diminishing returns.

20. In other words, the original promise of
social media to creating meaningful
relationships with your customers is
basically dead.

21. So what do you do?

22. Option 1: Drive engagement

23. Engage Emotionally

24. Emotional Engagement:
● Joy
● Anger
● Sadness
● Humor
● Interest/Curiosity
● Usefulness/Value

25. Case Study

26. 12,000 Customers in First Two Days

27. What They Do Differently:
● Content Creation
● Highly Human
● Humorous
● Great Product

28. People want to be entertained.

29. Fundamentally, this is TV advertising
adapted to social media.

30. *Also, results not typical.

31. Option 2: Move Followers to Other
Channels

32. Your Website
($$$)
Email Marketing

33. What does this look like?

37. Results:
$35 spend
55 clicks
~20 subscribes
$1.75 per email

38. So what do we measure?

39. Conversation Rate
# of Comments or Replies per Post

41. Amplification Rate
# of shares/retweets per post

43. Applause Rate
# of likes/favorites per post

45. Economic Value
Sum of Short and Long Term Revenue
& Cost Savings

47. Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

48. Tools:
True Social Metrics
Hootsuite
Buffer
This one tracks
applause, amplification,
and conversation rates.

49. Questions?

50. Want to get in touch?
Tyler Brooks - tyler@analytive.com
Twitter: @tyler_brooks
http://analytive.com/blog