Are you interested in Social Media ROI or Social Media Best Practices? Then check out this deck from Jamie Turner,co-Author of "How to Make Money with Social Media." These slides contain plenty of statistics and data on social media and how to use social media.

1. How to Grow Your
Business with Social Media
Jamie Turner
Co-author, How to Make Money with Social Media and Go Mobile
Chief Content Officer, the 60 Second Marketer

3. Introductions
• Co-author of How to
Make Money with Social
Media and Go Mobile
• Regular guest on CNN
and HLN on the topic of
social media and mobile
marketing
• Consults with small, As Seen On
medium and large
corporations

4. Twitter Handle: @AskJamieTurner
I’m watching @AskJamieTurner present “How to Grow
My Business with Social Media” sponsored by T-Mobile

5. Agenda
Agenda Item Time Allotment
• How Consumers Make 55 minutes
Buying Decisions
• How to Use Social Media 55 minutes
to Connect with
Customers
• New Tips and Techniques 55 minutes
in Mobile Marketing
• Applause 3 hours

6. Tell Me About You

7. 60 Second
Social Media Snapshot
7

8. 60 Second Social Media Snapshot
• Rate yourself on
Strategic
a scale for part
time vs. full time
• Rate yourself on
a scale for
tactical vs.
Part Time
strategic
Full Time
Tactical

9. 60 Second Social Media Snapshot
• Rate yourself on
a scale of 1 to 10
for part time vs.
full time
• Rate yourself on
a scale of 1 to 10
for tactical vs.
strategic

10. 60 Second Social Media Snapshot
• Rate yourself on
a scale of 1 to 10
for part time vs.
full time
• Rate yourself on 1
a scale of 1 to 10
for tactical vs.
strategic

11. 60 Second Social Media Snapshot
• Rate yourself on
a scale of 1 to 10
for part time vs.
full time
• Rate yourself on 1
a scale of 1 to 10
for tactical vs.
strategic
2

12. 60 Second Social Media Snapshot
• Rate yourself on
a scale of 1 to 10
for part time vs.
full time
• Rate yourself on 1
a scale of 1 to 10
for tactical vs.
strategic
3 2

13. 60 Second Social Media Snapshot
• Rate yourself on
a scale of 1 to 10
for part time vs.
full time
• Rate yourself on 4 1
a scale of 1 to 10
for tactical vs.
strategic
3 2

14. How People Make Buying Decisions

15. The AIDA Model of Consumer Behavior
Consumer Response Models
Presentation,
Cognition Awareness,
Attention Awareness Attention,
Phase Knowledge
Comprehension
Liking,
Affective Interest, Yielding,
Interest, Desire Preference,
Phase Evaluation Retention
Conviction
Behavioral
Action Purchase Adoption Behavior
Phase

16. How People Make Buying Decisions
• A 30¢ pack of gum takes
30 seconds
• A $300 TV set takes 3
days
• A $30,000 car takes 30
days
• A $300,000 house takes
3 months

17. How People Make Buying Decisions
• 70% of consumers make purchase decisions based
on input from people they know
• 40% will use information from experts or other
consumers
• Only 5% trust marketers

18. How People Make Buying Decisions

19. How People Make Buying Decisions
Female Brain

20. How People Make Buying Decisions
Female Brain Male Brain

21. Why People Don’t Buy Products
• I don’t need what you’re
selling
• I don’t have the money
• I don’t have the time to
investigate this right now
• I don’t trust you

22. Let’s Talk About Social Media

23. Yesterday: The Good Old Days

24. 21st Century Marketing Model

25. How the Fortune 500 Make Money with
Social Media

26. Social Media Business Models
Branding: Use social media as a branding tool to build awareness and
connect with customers

27. Social Media Business Models
E-Commerce: Drive prospects to an e-commerce landing page and convert
those prospects to customers

28. Social Media Business Models
Research: Use social media as a research tool to generate customer input
and feedback

29. Social Media Business Models
Customer Retention: Use social media as a customer retention tool to reduce
churn

30. Social Media Business Models
Lead Generation: Drive leads to a website and re-market to those leads,
ultimately converting them to customers
E-Newsletter YouTube Channel
Email Marketing
Forums Speeches
You
Live Events
Twitter
eBooks Virtual Events
Mobile Apps Blog Postings
Webinars

31. Social Media Tools and Techniques
Connect Promote Share

32. Tools that Help You Connect
Connect

33. Tools that Help You Connect

34. Tools that Help You Connect

35. Tools that Help You Promote
Promote

36. Tools that Help You Promote

37. Social Media Tools and Techniques
Share

38. Social Media Tools and Techniques

39. Social Media Tools and Techniques

41. How to Measure a Social Media
Campaign

42. Three Categories of Measurement
Quantitative Qualitative ROI
• Facebook fans • Survey responses • Marketing mix
• Twitter followers • Customer feedback models
• Unique page views • Brand sentiment • Conversions and
• Etc. • Etc. NPV
• CLV and ACPS
• Etc.

43. Quantitative

44. Quantitative: Traffic

45. Quantitative: Online Chatter

46. Quantitative: Breadth of Engagement

47. Quantitative: Leads Generated
60 Second
Marketer Website
E-Newsletter YouTube Videos
Forums Speeches
Downloads
Events
Twitter
eBooks Blog Postings
:60 Online :60 Online
University Blog Online Seminars University Articles
and Webinars

48. Quantitative: Depth of Engagement

49. Other Quantitative Metrics
1. Inbound links
2. Social bookmarks
3. Likes on Facebook
4. E-book downloads
5. Ratings
6. Participation in polls
7. Contest entries
8. New e-newsletter
subscribers
9. E-newsletter unsubscribers
10. Bounce rate

50. Qualitative

51. Qualitative: Polls, Questions and
Customer Feedback

52. Qualitative: Polls, Questions and
Customer Feedback

53. Qualitative: Brand Sentiment

54. ROI

55. ROI: Customer Retention
It costs 3 to 5 times as much to
get a new customer as it does
to retain an existing customer.
By keeping customers engaged,
involved and active with your
brand, you’ll be preventing them
from changing their loyalty.
60SecondMarketer.com -> Videos -> Branding

56. ROI: Customer Retention

57. ROI: Conversion

58. Calculating Customer Lifetime Value
The revenue generated by a customer
during his or her lifetime with your brand.
CLV for Scott’s Lawn Care:
$80 per month x 12 months x 3.0 years
CLV = $2,880
Allowable Cost Per Sale:
$2,880 x 10% = $288

59. Calculating Customer Lifetime Value
Scott’s Direct Mail:
200 pieces x 0.5% = 1 new customer
$1.44 per piece x 200 = $288
Allowable Cost Per Sale = $288
1 customer for every $288 spent
Scott’s Annual Direct Mail Spend:
$2.8 million = 2 million pieces x 0.5% =
10,000 new customers per year

60. Calculating Customer Lifetime Value
Testing Direct Mail vs. Social Media
$2.8 million x 10% = $280,000 to test a social media
campaign
Social media campaign costs:
Labor: $140,000
Production: $100,000
Miscellaneous: $ 40,000
Total: $ 280,000
Social media success:
$280,000 spent in direct mail = 1,000 new customers
$280,000 spent in social media = ?

61. 60SecondMarketer.com/SocialMediaROI

63. Contact Me
The Download
60SecondMarketer.com/SocialMediaROI
Follow me here:
60SecondMarketer.com/blog
@AskJamieTurner
Contact me:
Jamie.Turner@60SecondMarketer.com
404-233-0332