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Building a Social Presence for ROI Teddi Davis / VP Marketing Steven Groves / Online and Social Strategist
is YourCenter for Industry Education
Agenda Social Marketing ROI Basics Strategic Elements of Marketing in Social Media Practical Next Steps
900M active Facebook users,  5B cans of Coke-a-Cola every day (~20%) 78% of all Americans use a social network and  Nearly 25% of all online time is spent on social networks  B2B, B2C, Friends and family Your customers are there.  They are talking about you 73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011 Is social relevant? This Social Media thing is  just a fad – no need to  really pay attention
#1 is  How do I measure the effect SMM has on my business? What is the ROI of marketing?  Why SMM held out? #2 is How do I integrate &manage all my SMM activity?  Top Questions for Online Marketers? *2011 Social Marketing Industry Study / Social Media Examiner
Changing Audience Transactional Based on transaction Relationship Based on lifetime  Conversational Based on engagement Not bound to geography or time
Fail Fast, Fail Often Learn your market Listen  Several levels Develop, produce, deploy Monitor stats Evaluate, improve, re-deploy Monitor again Engagement, content and context  The good,the bad and the ugly
Building ROI into Marketing Social or Traditional Marketing ‘I’ in ROI = Investment  Less than 1% of all marketing is measured Planning to show results The Purchase Funnel What can you expect? What kind of return are you looking for? Awareness Consideration Purchase Intent Purchase Loyalty
What’s Measureable KPIs Friends, followers, posts,  Engagement Traffic to the main site Path of engagement Last Touch Attribution (LTA) is just one measure Focus over time Awareness to inquiry Inquiry to interest Interest to purchase Purchase to advocacy
Paid media Buy an ad Search Engine Marketing (SEM)  Social Network Marketing (SNM) Send to O&O  Earned media Earn commentary & engagement Social Network, blog, micro-blog Enhance search engine positioning Send to O&O Owned & Operated (O&O) media Conversion Optimizing the relationship 3 Media Networks
Common Elements Content Basics Eyes, ears constrained Text, pictures / images, audio / video Tactics / Tools Blog Micro-blog Social network Supporting Sites Video streaming Audio / podcast Pictures / image hosting
Call to Actions  Traditional andOnline Call Ink on dead trees  Snail mail = postcard, newsletter  Digital Follow Join Like Recommend Drive to O&O
Plan to track results ROI = $ or education leading to $$ Architect Social Presence  Paid, Earned and O&O media O&O is the destination site ‘Call-to-Action’ abundance Listen Conversation Hierarchy Industry, Category, Product & Brand Company, key personnel Competitors Content  Presented in context  Your Takeaways
Teddi Davis  @TeddiD Steven Groves  @StevenGroves Questions?Thank You! +1 303-586-1130 www.ProfitStreams.com Facebook:  Facebook.com/ProfitStreams Twitter:  	@TheProfitStream  #CLM

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Building a social presence for ROI

  • 1. Building a Social Presence for ROI Teddi Davis / VP Marketing Steven Groves / Online and Social Strategist
  • 2. is YourCenter for Industry Education
  • 3. Agenda Social Marketing ROI Basics Strategic Elements of Marketing in Social Media Practical Next Steps
  • 4. 900M active Facebook users, 5B cans of Coke-a-Cola every day (~20%) 78% of all Americans use a social network and Nearly 25% of all online time is spent on social networks B2B, B2C, Friends and family Your customers are there.  They are talking about you 73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011 Is social relevant? This Social Media thing is just a fad – no need to really pay attention
  • 5. #1 is How do I measure the effect SMM has on my business? What is the ROI of marketing? Why SMM held out? #2 is How do I integrate &manage all my SMM activity? Top Questions for Online Marketers? *2011 Social Marketing Industry Study / Social Media Examiner
  • 6. Changing Audience Transactional Based on transaction Relationship Based on lifetime Conversational Based on engagement Not bound to geography or time
  • 7. Fail Fast, Fail Often Learn your market Listen Several levels Develop, produce, deploy Monitor stats Evaluate, improve, re-deploy Monitor again Engagement, content and context The good,the bad and the ugly
  • 8. Building ROI into Marketing Social or Traditional Marketing ‘I’ in ROI = Investment Less than 1% of all marketing is measured Planning to show results The Purchase Funnel What can you expect? What kind of return are you looking for? Awareness Consideration Purchase Intent Purchase Loyalty
  • 9. What’s Measureable KPIs Friends, followers, posts, Engagement Traffic to the main site Path of engagement Last Touch Attribution (LTA) is just one measure Focus over time Awareness to inquiry Inquiry to interest Interest to purchase Purchase to advocacy
  • 10. Paid media Buy an ad Search Engine Marketing (SEM) Social Network Marketing (SNM) Send to O&O Earned media Earn commentary & engagement Social Network, blog, micro-blog Enhance search engine positioning Send to O&O Owned & Operated (O&O) media Conversion Optimizing the relationship 3 Media Networks
  • 11. Common Elements Content Basics Eyes, ears constrained Text, pictures / images, audio / video Tactics / Tools Blog Micro-blog Social network Supporting Sites Video streaming Audio / podcast Pictures / image hosting
  • 12. Call to Actions Traditional andOnline Call Ink on dead trees Snail mail = postcard, newsletter Digital Follow Join Like Recommend Drive to O&O
  • 13. Plan to track results ROI = $ or education leading to $$ Architect Social Presence Paid, Earned and O&O media O&O is the destination site ‘Call-to-Action’ abundance Listen Conversation Hierarchy Industry, Category, Product & Brand Company, key personnel Competitors Content Presented in context Your Takeaways
  • 14. Teddi Davis @TeddiD Steven Groves @StevenGroves Questions?Thank You! +1 303-586-1130 www.ProfitStreams.com Facebook: Facebook.com/ProfitStreams Twitter: @TheProfitStream #CLM