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ELASTI
CITYC A P A B I L I T I E S
S E LLI NG S OCI A L M E DI A
& UNDE RS TA NDI NG
I T S DRI V E RS
- Aaron Perlut –
ELA...
The Vast Social Universe
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
“Simplicity is
the ultimate
sophistication”
Aaron Perlut  Social Media Measurement
“Simplicity is the ultimate sophistication”
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement...
“Simplicity is the ultimate sophistication”
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
YOU
MUST
HAVE
GOALS
 Elevate brand awareness;
 Protect organizational or brand
reputation;
 Build community and third-p...
YOU
MUST
HAVE
GOALS
 How can my organization plan a cocktail party that
everyone who we care about want will want to atte...
YOU
MUST
HAVE
GOALS
 How can my organization plan a cocktail party that
everyone who we care about want will want to atte...
YOU
MUST
HAVE
GOALS
 How can my organization plan a cocktail party that
everyone who we care about want will want to atte...
YOU
MUST
HAVE
GOALS
 How can my organization plan a cocktail party that
everyone who we care about want will want to atte...
YOU
MUST
HAVE
GOALS
 How can my organization plan a cocktail party that
everyone who we care about want will want to atte...
Aaron Perlut  Social Media Measurement
YOU
MUST
HAVE
GOALS
Piece of the puzzle
Aaron Perlut  Social Media Measurement
1
YOU
MUST
HAVE
GOALS
Aaron Perlut  Social Media Measurement
2
“Measuring without goals is
like watching ‘Keeping Up
With the Kardashians.’
It’s just stupid.”
- @AaronPerlut
said that. ...
YOU
MUST
HAVE
GOALS
 Attract potential new prospects;
 Introduce content that appeals to the target audience you
wish to...
Aaron Perlut  Social Media Measurement
3
Aaron Perlut  Social Media Measurement
Aaron Perlut  Social Media Measurement
4
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
CONTENT
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
But what about me (or you, rather)???
Aaron Perlut  Social Media Measurement
What do I get in return?
Aaron Perlut  Social Media Measurement
What do I get in return?
Let’s ask a better question …
YOU
MUST
HAVE
GOALS
Let’s get nerdy
Aaron Perlut  Social Media Measurement
 67 percent of consumer facing companies
acqu...
YOU
MUST
HAVE
GOALS
Let’s get nerdy
Aaron Perlut  Social Media Measurement
 According to top CMO’s:
 Social engagement ...
YOU
MUST
HAVE
GOALS
 IDENTIFY: Understand the reality of what social media
engagement brings to your organization or bran...
ELASTI
CITYC A P A B I L I T I E S
THANK YOU
- Aaron Perlut -
Partner, Elasticity
aaron@goelastic.com
GoElastic.com
@Aaron...
SELLING SOCIAL MEDIA & UNDERSTANDING  ITS DRIVERS
SELLING SOCIAL MEDIA & UNDERSTANDING  ITS DRIVERS
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SELLING SOCIAL MEDIA & UNDERSTANDING ITS DRIVERS

I was honored to speak to the Cooperative Communications Association at their annual meeting in Indianapolis about the value of social media. Indeed, the varied platforms like Twitter, Facebook, Instagram, and LinkedIn have become the key conduits to the hearts and minds of your audience. But how do communicators sell this reality to the C-suite? And, just as important, how do we articulate to leaders that success is predicated on more than simply owning and operating social accounts? How do we create understanding for the unique content that makes using those channels successful?

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SELLING SOCIAL MEDIA & UNDERSTANDING ITS DRIVERS

  1. 1. ELASTI CITYC A P A B I L I T I E S S E LLI NG S OCI A L M E DI A & UNDE RS TA NDI NG I T S DRI V E RS - Aaron Perlut – ELASTICITY @AaronPerlut — JUNE — 2015
  2. 2. The Vast Social Universe Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  3. 3. Aaron Perlut  Social Media Measurement
  4. 4. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  5. 5. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  6. 6. “Simplicity is the ultimate sophistication” Aaron Perlut  Social Media Measurement
  7. 7. “Simplicity is the ultimate sophistication” Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement Boy that Tylenol sure is killing folks! Bayer, here I come!
  8. 8. “Simplicity is the ultimate sophistication” Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  9. 9. YOU MUST HAVE GOALS  Elevate brand awareness;  Protect organizational or brand reputation;  Build community and third-party ambassadors ambassadors;  Facilitate customer service;  Supplement research & development;  Drive sales or leads. The Social Value Proposition Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  10. 10. YOU MUST HAVE GOALS  How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut  Social Media Measurement
  11. 11. YOU MUST HAVE GOALS  How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut  Social Media Measurement  Once they arrive, how can we hear what they have to say?
  12. 12. YOU MUST HAVE GOALS  How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut  Social Media Measurement  Once they arrive, how can we hear what they have to say?  How can we have a meaningful conversation with them?
  13. 13. YOU MUST HAVE GOALS  How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut  Social Media Measurement  Once they arrive, how can we hear what they have to say?  How can we have a meaningful conversation with them?  How can we get them to take action?
  14. 14. YOU MUST HAVE GOALS  How can my organization plan a cocktail party that everyone who we care about want will want to attend? Working the social media party Aaron Perlut  Social Media Measurement  Once they arrive, how can we hear what they have to say?  How can we have a meaningful conversation with them?  How can we get them to take action?  How can we have them leave wanting to come back again? (And to tell their friends!)
  15. 15. Aaron Perlut  Social Media Measurement
  16. 16. YOU MUST HAVE GOALS Piece of the puzzle Aaron Perlut  Social Media Measurement 1
  17. 17. YOU MUST HAVE GOALS Aaron Perlut  Social Media Measurement 2
  18. 18. “Measuring without goals is like watching ‘Keeping Up With the Kardashians.’ It’s just stupid.” - @AaronPerlut said that. Tweet your hearts out!
  19. 19. YOU MUST HAVE GOALS  Attract potential new prospects;  Introduce content that appeals to the target audience you wish to reach;  Present periodic calls to action;  Leverage unique coupon codes;  Delineate out social leads vs. advertising;  Track number, conversion rates, efficiency of spend. GOAL: Lead generation Aaron Perlut  Social Media Measurement
  20. 20. Aaron Perlut  Social Media Measurement 3
  21. 21. Aaron Perlut  Social Media Measurement
  22. 22. Aaron Perlut  Social Media Measurement 4
  23. 23. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  24. 24. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  25. 25. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  26. 26. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement CONTENT
  27. 27. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  28. 28. Aaron Perlut  Social Media MeasurementAaron Perlut  Social Media Measurement
  29. 29. But what about me (or you, rather)??? Aaron Perlut  Social Media Measurement
  30. 30. What do I get in return? Aaron Perlut  Social Media Measurement
  31. 31. What do I get in return? Let’s ask a better question …
  32. 32. YOU MUST HAVE GOALS Let’s get nerdy Aaron Perlut  Social Media Measurement  67 percent of consumer facing companies acquire customers using Facebook.  Online ticketing platform Eventbrite derives $1.34 from every “Like” on Facebook.  One of every six minutes online is spent using a social network.
  33. 33. YOU MUST HAVE GOALS Let’s get nerdy Aaron Perlut  Social Media Measurement  According to top CMO’s:  Social engagement increases native website traffic by 68 percent;  Increases conversion rates by 66 percent;  Raises positive customer mentions online by 63 percent.
  34. 34. YOU MUST HAVE GOALS  IDENTIFY: Understand the reality of what social media engagement brings to your organization or brand;  GOALS: Value of social media begins with setting goals prior to engagement;  TOOLS: Determine which tools (platforms) allow you to achieve those objectives most effectively;  CONENT: Realize that to be effective, you must think of yourself as a news outlet and produce and curate content. Blueprint fundamentals Aaron Perlut  Social Media Measurement
  35. 35. ELASTI CITYC A P A B I L I T I E S THANK YOU - Aaron Perlut - Partner, Elasticity aaron@goelastic.com GoElastic.com @AaronPerlut

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