Cam Collins, CEO of Exuma Technologies (makers of DockMaster and RVMaster), discusses ways to convert social media activity into a complete social media strategy. Using case studies, he answers the question many people are asking: How to measure ROI on social media initiatives.

1. Nov. 14-17, 2010
Orlando, Fla.

2. The 24/7
Marine Dealer
A Social Media Success Strategy

3. A Social Media Success Strategy
The 24/7
Marine
Dealer
Cam Collins
President/CEO
Exuma Technologies
www.exumatech.com
www.dockmaster.com
Is it measurable?

4. Three Core Principles
1.Markets are conversations
2.Markets consist of human
beings, not demographic sectors
3.Conversations among human
beings sound human. They are
conducted in a human voice.

5. Four Step Process:
People
Objectives (Goals)
Strategy (Success Metric)
Technology

6. Social Media - People
• Who is your audience?
• Profile your audience
• Who are your contributors?
• Outside your dealership
• Inside your dealership

13. Social Media – Objectives
• Trust
• Loyalty
• Brand awareness
• Engagement (e.g. conversations)
• Increased sales (online/offline)

14. Social Media – Strategy
Define your Success Metrics
Number of customers that we complimented online
Number of new prospects that came through the web
Reduction in support calls and product returns Number of ReTweets
Number of positive comments we get on Facebook and Twitter
Number of customer suggestions that we actually implemented successfully
Page rank on the major search engines
Number of relevant blogs that reference us
Number of people in our target demographic that follow us Twitter
Number of active fans on our Facebook page
Reduced spending on traditional media

15. Social Media – Technology

16. Objectives
(Goals)
Strategy
(Success Metrics)
Technology
(Action Plan)
•Engagement with
customers, suppliers and
the marine community
•Brand awareness
•Increase sales through
online leads
•Be #1 on Google for all
key searches
•Get X leads online per
month
•Reduce print ad by $X
•Replace Adwords with
SEO through blog, site
•X connections with
customers, suppliers and
the marine community
CASE STUDY

21. Objectives
(Goals)
Strategy
(Success Metrics)
Technology
(Action Plan)
•Engagement with the
community. Why?
Because beer is a social
commodity
•Trust: Want to be in the
conversation, not pushing
content
•Sell more beer
•Launched blog to
promote fund raising
efforts totaling $125K
•Drive X% of traffic to the
blog from Twitter
•Follow tweets to monitor
feedback. X% of tweets
are responded to.
•Host X online promotions
per year with discount
codes for tracking
Empower a Social Media
Team:
@toniahammer
@MolsonFerg
CASE STUDY

24. Objectives
(Goals)
Strategy
(Success Metrics)
Technology
(Action Plan)
•Empower: Connect
customers and employees
with the Best Buy brand
and each other through
the right tools platforms
and collaboration
delivered when, where
and how they want.
•Sell product online
through social media
channels
•Launched Twelpforce
staffed by more than
2,500 Best Buy “blue
shirt” salespeople and
members of its Geek
Squad tech support
service.
•Over 30,000 questions
have been answered on
Twelpforce
•All products available for
purchase on Facebook Fan
Page
CASE STUDY