For marketers championing social media programs, three words hold a tremendous amount of weight: return on investment. How does your company launch targeted, effective campaigns and measure them effectively to gauge success? The panel appeared at the Cincinnati Digital Non Conference 9/14/11 and included Patrice Watson, CEO Raise Your Share and Chuck Tobar, Senior Business Development Manager Shoutlet plus Yelp Community Manager Alex Shebar and Jackie Reau, CEO of Game Day Communications. This is the Raise Your Share presentation.

1. Crea%ng
Posi%ve
Social
Media
Return
on
Investment
Moderator: Chuck Tobar,
Senior Business
Development Manager,
Shoutlet
Panelists:
Jackie Reau, Game Day
Communications
Alex Shebar, Yelp
Patrice Watson, Raise Your
Share

2. Social
Media
opportuni0es
are
happening
in
real
0me….
2!

3. Empower
your
employees
to
listen
and
act
3!

4. Morton’s
gets
a
big
payoff
for
having
systems
in
place
4!

5. How
can
your
business
generate
a
PR
home
run
like
Morton’s?
5!

6. Measuring
Social
Media
ROI
70% of companies are not adequately
measuring social media initiatives
Top 3 Biggest Obstacles To Measurement:
30% Dedicated Resources (who will do it)
25% Don’t know what to measure
20% Believe Social Media is not about ROI
Study
from
Marke/ngProfs
(n=338),
Conducted
in
June
2009.
6!

7. ROI
vs.
Correla0on
There
is
only
1
formula
to
calculate
ROI
How
does
social
media
success
%e
into
your
business
success
over
the
long
haul?
Make
the
correla%ons!
Source: “The 6 Step Process for Measuring Social Media”, Jay Baer’s Convince and Convert, May 31,
2011 7!

8. ROI
Begins
with
the
first
step
STEP #1 Your company’s
goals: What are you really
hoping to accomplish?
STEP #2 Your audience:
Who are they? What do they do
online?
STEP #3 Your toolbox:
Does it fit your needs?
STEP #4 Your metrics:
What makes sense for your goals?
8!

9. Building
Rela0onships
vs.
Transac0ons
9!

10. Tangible
vs.
Intangible
Tangible Intangible
Direct
sales
Increased
brand
awareness
conversions
(ROI)
Posi/ve
brand
influence
E-­‐mail
captures
Residual
sales
Number
of
leads
Engaging
dialog
with
target
audience
10!

11. ROI
–
Who
is
your
target?
STEP #1 Your company’s
goals: What are you really
hoping to accomplish?
STEP #2 Your audience:
Who are they? What do they
do online?
STEP #3 Your toolbox:
Does it fit your needs?
STEP #4 Your metrics:
What makes sense for your goals?
11!

12. Understanding
Your
Fans
“We’ve
got
to
quit
iden/fying
and
collec/ng
fans
like
baseball
cards
and
start
ac/va/ng
fans”
–
Jay
Baer
12!

13. Studying
Your
Audience
Ashley, 21 Sean, 37 Linda, 58
Prefers text messaging Downloads podcasts to Just joined Facebook and
over voice calls listen while traveling quickly getting the hang of it
LOVES Facebook Uses Twitter more Likes photo-sharing sites
and uses apps than Facebook
Watches how-to videos
Uploads photos often Still prefers e-mail over about hobbies
mobile text messages
13!

14. ROI
–
toolbox
&
talent
STEP #1 Your company’s
goals: What are you really
hoping to accomplish?
STEP #2 Your audience:
Who are they? What do they do
online?
STEP #3 Your toolbox:
Does it fit your needs?
STEP #4 Your metrics:
What makes sense for your goals?
14!

15. Resources
Seldom is there zero cost in a social media
campaign. Listed below are pieces to
consider when creating your social media
program:
•
Content
crea%on
costs
and
%me
•
Paid
placement
to
jumpstart
campaign
•
Staff
for
execu%ng
and
managing
•
Hos%ng
fees
•
Fees
from
distribu%on/tracking
tools
•
Consul%ng/agency
fees
15!

16. Choose
Your
Metrics
You know your goals.
You know your audience.
You’ve charted a strategy.
Now, what does success look like?
Social Media Metrics + Sales Data = ROI
Don’t get trapped by too many metrics; choose
what’s important to your company and what
will track the goals you’ve outlined.
16!

17. Return
on
Investment:
Direct
Sales
Build fans
Connect
via
a
one-­‐to-­‐one
rela0onship
(e-­‐mail,
SMS,
Social
CRM)
Build
direct
response
strategy
Measure
sales
17!

18. Return
on
Investment:
Indirect
Sales
Fan
Awareness
Coupons
Form
Engagement
1-­‐800
number
Dona/on
18!

19. Tying
Impact
to
Sales:
Coupons
and
Codes
Coupons
and
Codes:
Provide
exclusive
deals
and
promo
codes
to
fans
and
followers
Encourages
pass-­‐along
Track
redemp%ons
19!

20. Case
Study:
Rayovac
Client:
Rayovac
Objec0ve:
Promote
new
Facebook
fan
page
and
drive
video
views
of
Molly’s
magic
wand
commercial.
Solu0on:
Rayovac
reached
out
to
mom
bloggers
and
Disney
fan
bloggers
with
a
Shoutlet
video
player
widget
and
a
call
to
ac%on
about
their
new
Facebook
fan
page,
where
a
sign-­‐up
widget
was
housed
to
collect
email
addresses
and
distribute
a
$3
coupon.
Eight
blog
posts
(33%
of
those
ini%ally
contacted),
addi%onal
posts
on
coupon
blogs,
800
video
plays
on
blog
sites,
and
dozens
of
tweets
drove
customers
to
Facebook.
To
date,
there
are
20,000+
Facebook
fans
and
an
email
database
of
over
22,000.
30%
Coupon
100+
Rayovac
widget
embeds
Redemp%on!
Total
Rayovac
video
views
=
Roughly
54,000
20!

21. Tying
Impact
to
Sales:
Tracking
URLs
Social
Media
+
Website
Analy0cs
21!

22. ROI
Tracking
&
Social
Commerce
Research,
Follow,
Buy
22!

23. ROI
-­‐
metrics
STEP #1 Your company’s
goals: What are you really
hoping to accomplish?
STEP #2 Your audience:
Who are they? What do they do
online?
STEP #3 Your toolbox:
Does it fit your needs?
STEP #4 Your metrics:
What makes sense for your goals?
23!

24. How
to
Measure:
Shoutlet’s
Repor0ng
24!

25. How
to
Measure:
E-­‐commerce
25!

26. Tracking
Tips
Tips
for
Tracking:
• Know
your
benchmarks
• Gather
ac%onable
data
• Be
realis%c
in
what
you
want
to
track
• Don’t
neglect
qualita%ve
metrics
• Don’t
measure
everything,
measure
the
right
things
• Use
tools
and
apps
that
make
tracking
• Easier
• More
efficient
• Streamlined
26!

27. RAISE YOUR SHARE Contact Information!
@patricewatson10
Connect with us on Facebook:
facebook.com/raiseyourshare
Patrice Watson
Chief Strategist/CEO Join the Shoutlet LinkedIn Group
RAISE YOUR SHARE Social Commerce:
Selling with Social Media
Mobile: 513-236-5781
patricewatson10@gmai.com
www.raiseyourshare.com
27!