This document provides an overview of a presentation titled "Conversion vs. Conversation" about tracking a company's impact on social media. The key points covered in the presentation include: - Defining conversion and conversation in the context of social media, with conversion referring to measurable goals like leads or purchases and conversation referring to discussions and mentions. - Discussing different types of content strategies for social media and how to post and promote content. - Exploring how to generate "earned media" through digital word-of-mouth marketing using tools like Facebook Connect. - Looking at attribution analytics and how to determine the effectiveness of social media efforts by tracking metrics like traffic sources and campaign codes.

1. "Conversion vs. Conversation"
Tracking Your Company's Impact On Social Media
Presented By:
Michael Weisfeld
April 2010

2. Who is Michael Weisfeld?
Dir. of Social Media & Senior Web Strategist
for BusinessOnLine
Building Websites & Strategies since 2002
Areas of Web Expertise:
Strategy
Social Media
Search Engine Marketing
Usability
Business Analyst
Background in “Big 5” Management Consulting
@mrweisfeld

3. Housekeeping … to get the slides
Request a 1-on-1 lab online
BMA will send or give me
your business card for
today’s slides
http://www.businessol.com/forms/labs
1
2
@BOLSocial
if Tweetting about this session,
please use this hashtag:
#BMA
Follow the BusinessOnLine Social
Media team on Twitter at:

4. Poll: Is Your Company
Social?

5. Agenda
Review: stats & trends
Explore: social media 301 & participation profiles
Present:
Conversion vs. Conversation
Content Strategy
Generating Earned Media
Attribution Analytics
Conclusion
QUESTIONS ???
please hold until
the end of the
presentation ..
there will be time.

6. SOCIAL MEDIA LANDSCAPE
Stats & Trends

7. Invention of web 2.0 technology

9. 93%of Americans expect
companies to have
a presence in
Social Media
Source:Cone,Inc.

10. Increase in Time Spent on Social Media
Average time spent by Tweeters using Twitter
2 ¾ hours per day
Source: MarketingProfs, LLC
Spent on Facebook each day (worldwide)
3.5 billion minutes
Source: facebook.com
Hours of video is uploaded to YouTube
10 hours every minute
Source: youtube.com

11. Facebook Explosion
133,000,000
Highest record in the site’s history
unique
visits

12. To put it in context …
Facebook Market
Share of Visits
Tops Google’s

13. Facebook Explosion
http://www.facebook.com/press/info.php?statistics
(04.2010)
400,000,000+
The number of people actively using Facebook –
equivalent to the population of Indonesia, the
world’s fifth-most populous country
registered
users

14. Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
5,000,000,000
The number of minutes spent on Facebook each day
min per
day

15. Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
1,000,000,000
The amount of content (web links, news stories, blog
posts, notes, photos, etc.) shared each week on Facebook
posts
per
week

16. Twitter Explosion
Nielsen Online
indicates that
Twitter grew
1,382%
year-over-year in
February
475
7,038
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Jan-08 Jan-09
Unique Audience (000)

17. Other Social Media Explosion
56.30%
11.38%
40.98%
14.75%
IncreaseinYearlyTraffic
Source: Compete.com, 2/2009-2/2010

18. Adoption Demographics
More
stats …
Source: http://socialmediagraphics.posterous.com/

19. Social Media is Estimated to Grow 34% Annually

20. SOCIAL MEDIA 301
What is Social Media Marketing?

21. Common Marketing Objectives
• Drive Traffic
• Build Product Awareness
• Create Interest & Demand
• Reinforce Brand Loyalty
• Provide Information
• Drive Leads
• Increase Revenue
• Newsletters
• Special Events
• Sponsorships
• Promotions & Contests
• Employee Relations
• Community Philanthropy
• Media Relations
• Media Tours
• Traditional Media
• Speaking Engagements
MarketingObjectives
MarketingTactics
Strategies

22. Trade Shows
Association
Meetings
Magazines
Direct
Mail
Distributor
Shows
Newspapers
PPC
Email
Marketing
Search Engine
Optimization
Catalogs
Websites
Social Media
The Web
Where does social media fit in?Online
Traditional

23. …the same marketing objectives
• Drive Traffic
• Build Product Awareness
• Create Interest & Demand
• Reinforce Brand Loyalty
• Provide Information
• Drive Leads
• Increase Revenue
• Blogs
• Videos
• Photo Sharing
• Social Networks
• Ratings / Reviews
• Micro-Blogging
• Social Voting
• Widgets
• Forums
MarketingObjectives
SocialMediaTactics
Strategies

24. Interaction and facilitation
of three-way conversations:
company to consumers
consumers to consumers
consumers to company
1
2
3
Company
Consumers
Consumers
Social Media
The Optimal Flow of Information

25. Beyond the stats …
Word of Mouth:
People share
information, ideas and
make recommendations
all the time.
High level of trust

26. PARTICIPATION PROFILES
How to users behave in social media

27. Joiners
Creators
Spectators
Inactives
Critics
Collectors
Publish a blog
Publish own web pages
Write and post articles
Upload self-created videos
Comment on a blog
Comment on a forum
Rate/review products
Contribute to a wiki
Add tags to web pages/photos
Vote for web sites online
Use RSS feeds
Visit social networking sites
Maintain profile on social
networking sites
Read blogs
Watch videos
Read online forums
Read ratings/reviews
None of the above
Social Media Profiles
Conversationalists
Updates status on social
networking site
Updates on micro-blogs

28. Increasing Participation

29. Internal
Brand
Evangelists
DetractorsInfluencers
Creators Critics
Collectors
Joiners
Spectators
Inactives
Participation Ecosystem
Conversationalists

30. Internal Brand Evangelists
Definition:
Internal stakeholders and staff
members with a passion to
spread the spirit and message of
the brand, as a result improving
the overall company.

31. Influencers
Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.

32. Detractors
Definition:
Participants who divert dialogue and/or degrade the
overall quality of the social atmosphere, usually by
violating one or more community policies.

33. CONTENT STRATEGY
How to post and promote using SM

34. Determine the User Path
Search “Places to
visit in Spain”
Land on Squidoo w/
video on Spain
Link to read PDF
about Spain on
Scribd
URL to routing
queries
User Checks Fares
& Schedules
See New Blog Post
on Facebook Feed
Watch Embedded
Video on Blog
Link to France
Landing Page
Watch Video on
Things to do in
France
User Checks Fares
& Schedules
SEO
Social Media

35. User Centered Design
First Visit / Anonymous User
Activity
1
Activity
2
Repeat Visit / Authenticated User
Activity
3
Activity
4
Authenticated Customer
Activity 5 Activity 6

36. Develop a Content Strategy
Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar
Discovery &
Strategy
Baseline buzz & analytics to
fuel content ideation
Keyword research
Align content with marketing
mix, marketing calendar, and
content hosts
Logistics
Secure internal resources
Develop content rollout timeline
Purchase the necessary media
Creation
Create content
Build digital asset charts for
each piece of content
Execution
Launch Content
Promote Content
Maintenance
Maintain Content based on
Industry and Technological
Trends
Follow-up Promotions

37. Example Types of Content
Tip: try various types of content and
measure fan interaction
Personal
Informative
Transactional
Interative
•Photos
•Videos
•Games
•Animation
•Music
•Forms
•Online Applications
•Contests
•Reward Programs
•Facts
•Figures
•Data
•Knowledge
•Statistics
•Widgets
•Testimonials
•Stories
•Comments
•Questions
•Badges

38. Post & Promote Process
Ongoing
Self-fueling Promotion
Strategy &
Planning
Post
Promotion
Monitoring & Reacting
Start Time
High-level process for publishing existing content onto the social Internet:
Step 1
Step 2
Step 3
Step 4

39. CONVERSION vs. CONVERSATION
Definitions

40. Reach & Frequency
Post & Promote
and measure the
effectiveness of
your efforts.

41. Conversions
Attribution Analytics
The science of
determining
performance of each
marketing and/or
advertising initiative.
KPI: conversion
Lead Request
Purchase
Call / Inquiry

42. Conversations
Buzz Monitoring
The science of
determining the
mentions occurring on
the social web.
KPI: conversations
Sentiment
Topic Trends
Volume

43. GENERATING EARNED MEDIA
Digital “word of mouth” marketing

44. Facebook Connect
Solution for integrating Facebook
features with a website
Benefits:
User Authentication
Publish to news feed
Personalization
More Info on FB Connect:
http://www.facebook.com/
connect
http://developers.facebook.
com/connect.php
http://wiki.developers.faceb
ook.com/index.php/User:Fa
cebook_Connect_Live_Sites

45. Facebook Connect – BeeWell Miles

46. Facebook Connect – Earned Media
Return on Investment (ROI)
Each time a fan publishes
their activity to their
newsfeed, the value of
the impression can be
attributed to the cost of a
paid advertisement. The
overall value can be
considered to be more
due to its placement and
affiliation to a friend.
ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

47. ATTRIBUTION ANALYTICS
Determining the effectiveness of SM efforts

48. Attribution Analytics Challange
1
2 4
3
User reads article about TI
on PubCon.com with no link
User searches “Treasure
Island” on Google
User lands on
treasureisland.com
User books hotel room

49. Social Media Measurement
Customer
Stage
What
Sample
Metrics
Measurement
Increased Measurement Value
Brand Manager, Corporate Communications Online Marketer
Popular
Tools
Awareness Influence Action
Output Outtake Outcome
Who’s talking about you?
What are they saying about
you?
What does it mean to your
business?
Share of voice, advertising, #
of mentions, # of views
Brand association, message
awareness, qualitative
assessment
Site visits, registrations,
conversions, ROI
Google, Visible Technologies,
Radian6, TrackUr, BuzzMetrics,
Technorati, Cymfony, Techrigy
BuzzLogic, BuzzMetrics,
Techrigy, Cymfony, Visible
Technologies
Web Analytics

50. Online Attribution Analytics
Total
Website
Traffic
Direct Link with Click
Direct Link without Click
No Direct Link

51. Last Click Attribution is Not Always Accurate
Last Click Attribution refers to crediting the last click
that a user made to a site conversion.
In reality, conversion may have been caused by a
number of touch points in the form of PR, social
media, video, etc.
Understanding how these assets affect your search
volume and conversion rate is critical in determining
which of your online marketing initiatives are most
effective.

52. Campaign codes for outbound SM links
Source: Facebook Page Name
Medium: Facebook Page Tab
Name: Description of the Link
1
2
3
4
5
6
7
8
9
Example:
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
M%2B2_5

53. Using Google Analytics

54. Attribution Analytics – SM Segment

55. Attribution Analytics – SM Segment

56. Attribution Analytics Applications
Search - Measure the impact of social media, PR and video on driving
brand related search activity.
Social Media – Measure the impact of social conversations across all
traffic channels.
Online PR – Measure the impact of online PR and news coverage across
all traffic channels.
Bookmarks – Measure what portion of the bookmark traffic was affected
by social media, PR and video.
Competitive Analysis – Measures the percent of your website visitors who
also visited a competitor’s website.

57. WHAT CONSTITUTES SUCCESS?
Social Media Efforts Are Measurable

59. Quantitative Measurements
Number of fans
Number of comments, posts, threads
Number of widget downloads
Number of feed subscribers
Number of pages bookmarked
Number of bloggers engaged
Number of blog posts per blogger
Total number of blog posts
Number of friends/followers
Number of social network page views
Number of event
responses/subscribers
There are numerous KPIs to track for social media.
Total traffic driven to destination page
Total email subscriptions
Number of new links secured by Social
media marketing
Total text subscriptions
Number of video views
Number of Ratings, Reviews and Votes
Number of pages forwarded
Conversion rate of referral traffic
Time on Site
Brand Sentiment
Mood of conversational marketing

60. Qualitative Measurements
Corporate Reputation
Negative/Positive Relationship Ratio
Customer Opinions and Wishes

61. Social Media Buzz Monitoring Dashboard

62. Social Media efforts can be
held to familiar KPI’s:
Frequency
Reach
Impact
ROI = BENEFITS – (COSTS + RISKS)
COSTS + RISKS
Measuring Success
“These will be
cumulative events
and interactions that
will build loyalty for
the companies that
pay attention to
them.”
Scott Monty,
Ford
Peter Kim, Social Media Predictions 2009,
12/15/2008

63. Keyword Analysis Report

64. High-Leveled Analytics Dashboard

65. WRAP UP
Conclusion & Questions

66. Conclusion
It is not enough to just throw up a page
Participate in relevant and active communities
There is not one “right” platform
Integrate across platforms to connect and cross promote
Understand there are different types of internet users
Measure metrics like frequency, reach, and satisfaction
1
2
3
4
5
6

67. Handout: Social Media Participation Matrix
Review
Discuss
Determine

68. Questions?
Michael Weisfeld
P 619.699.0767 x247
Michael.Weisfeld@BusinessOL.com
Twitter: @mrweisfeld
http://www.linkedin.com/in/michaelweisfeld
Brought to you by:
@BOLSocial
if Tweetting about this session,
please use this hashtag:
#BMA
Follow the BusinessOnLine Social
Media team on Twitter at:

70. APPENDIX
Additional Information and Resources

71. Strategy & SM Newsletters and Blogs
Jeremiah Oywang (http://www.web-strategist.com/blog/)
SmartBrief Newsletter
(http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries)
Mashable (http://mashable.com/)
Chris Brogan (http://www.chrisbrogan.com/)
David Armano (http://darmano.typepad.com/)
Peter Kim (http://www.beingpeterkim.com/)
TechCrunch (http://www.techcrunch.com/)
MarketingCharts (http://www.marketingcharts.com/)
SocialMedia Insider
(http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)

72. Groundswell
"(The book) is not so much a manifesto
or a dissection of online culture as it is a
how-to manual for executives and mid-
level managers trying to navigate this
fast-changing and often confusing
environment."
— Ideas: Book Review, Financial Times
"A new book by two researchers
explains how companies' reputations
can be tarnished by the cacophony of
Internet commentary, and how they can
fight back.“
— Broadsided, The Boston Globe

73. Google Alerts – blogs, news
Technorati - blogs
Alltop – blogs, news
Backtype – blog comments
Yacktrack – social comments
BoardReader – forums
Twitter Search – microblog
Social Mention – all
Filtrbox – filter results
Free Tools Paid Tools
Tools for Marketers
Buzzlogic
Radian6
TNS Cymfony
Trackur
Brands Eye
BoardReader
Cision
Nielsen
Sentiment Metrics

74. More Info: Social Media Webinar
Title: Is your Company Social? Planning a successful
social media program.
Release: December 2008
Click here to request the webinar:
http://www.businessol.com/news/main-
webinars/archives/default.html#session-2

75. CREATING ENGAGING WEBSITES
User Centered Design

76. Marketing Landscape: Online & Offline
Online MarketingOffline Marketing
traffic
Website
traffic

77. Understand the User Scenarios
What content are online visitors expecting from your
website when they arrive?
What information is valuable to your users and supports
your business objectives?
What is your audience doing online when then are not
visiting my website?

78. What Is Expected Of Your Website?
How to strategize and plan for your audience’s arrival?
1. Optimize Pull Marketing Initiatives-
Present product/service information when & where
users are actively looking for it. (example: search
engine marketing)
2. Employ User Centered Design-
Build the website so users have an engaging
experience and can easily accomplish this goals.

79. Definition: User Centered Design (UCD)
Insert with graphic An approach to design that
grounds the process in
information about the
people who will
use the product.
*http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
Focus on users through the
planning, design and
development of a website.

80. Proof: User Centered Design Statistics
Following a usability redesign, websites increase desired
metrics by 135% on average – Jakob Nielsen
46% of users abandon their online transaction as a result of
experiencing website problems. – Survey of Online Consumer Behaviour by
Tealeaf/Harris (2009)
40% of users who experience problems on a website say they
would switch to an online or offline competitor – Survey of Online
Consumer Behaviour by Tealeaf/Harris (2009)
$25 billion is lost every year due to web site usability issues.
– Zona Research