One-page cheat sheet available at http://threecsofsocial.com Presented by Arik Abel at Internet Summit 2013 as part of the pre conference social media training event. Includes case studies from active social media campaigns from Lulu.com, template for social media budget, cost per lead / acquisition, measurement, ROI, tracking and cross-channel attribution, and an action plan for execution.
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The Three Cs of Social Media: Content, Community and Customer Acquisition
1. C3
The Three Cs of Social Media
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
2. Before You Start,
See Below.
If you like what you see, get the cheat sheet at threecsofsocial.com
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
3. Two Approaches to Using the 3 Cs
Approach.
1. The Outside In Approach:
Turning outside communities into customers
2. The Inside Out Approach:
Creating content for existing customers & communities
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
4. Outside In.
Turning Outside Communities into Customers
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
5. Key Questions
What Community Does Your Customer Belong To?
Outside In.
What Content Do They Want?
How Can You Create That Content?
How Can You Turn Them into Customers?
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
6. Community
What Community Does Your Customer Belong To?
#NaNoWriMo had 400,000
participants in 2012 that
tried to write a novel.
Many of Lulu.com’s
customers (aspiring and
established authors)
participate.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
7. What Content Does the Community Want?
Content
We asked NaNoWrimo
what their community
wanted:
Answer? Empowerment.
•
•
•
Arik Abel
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@Arik Abel
|
Help reaching their goals
Support and a sense of
togetherness
Visibility for their effort
Result: Letsgowrimos.com
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
8. How Do You Create the Content You Need?
Content
Listen:
Translate:
Twitter, Forums, Blogs
Polls, Video, Blogs, Memes
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
9. How Do You Convert Visitors to Customers?
Customer
All leads receive something, select leads receive something better.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
10. Inside Out.
Creating Content for Existing Customers & Communities
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
11. Key Questions
What Does Your Customer Want?
Inside Out.
How Can You Source It from Your Community?
What Would It Look Like as Content?
How Can You Turn Content into New Customers?
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
12. What Does Your Customer Want?
Customer
We asked our customers
what they wanted to
achieve.
Answers?
1. Build an audience
2. Sell books
3. Name recognition
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
13. Community
How Can Your Source it from Your Community?
We wondered how our
most successful
community members
achieved those objectives.
So we developed a list of
our top 1%, and sent out a
survey with an offer for
sharing their experiences.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
14. What Would it Look Like as Content?
Content
And turned insights into an eBook, checklist, infographics and
blog posts
http://success.lulu.com
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
15. How Do You Convert Content to Customers?
Customer
That we’re promoting through paid, owned and earned media.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
16. ROI.
Cost per Lead, Cross-Channel Tracking, ROI Analysis
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
17. Key Questions
What is Your Target Cost per Lead (or Customer)?
What is Your Initial Budget or Acquisition Goal?
ROI.
What’s Your ROI in Terms in $ Over Time?
How Do You Optimize Across Channels?
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
18. Target Cost Per Acquisition and Budget
Cost
.15
$136
LTV of Acquired
Customers Over
Last 6 Months
Arik Abel
|
Conversion Rate
from Lead to
Monetization
@Arik Abel
|
Cost to Acquire
Those Leads
Director, Online Marketing, Lulu.com
|
Time it Takes to
Realize the ROI
Internet Summit 2013
19. ROI
Target Cost Per Acquisition and Budget
Dear Finance/Budget Owner,
Based on our revenue goals for Q2+Q3 of $1M in
revenue from new customers, and after
analyzing the customers that were acquired via
marketing spend over the previous 6
months, we arrived at a need to acquire 2,000
new customers in Q1, at a 6 month LTV of $500.
Looking at our average conversion rate from
lead to customer of 10%, average margin of
50%, and target ROI of 2X, we’ve identified a
budget per lead of $12.50, and an overall budget
of $250,000 to acquire 20,000 leads. Please
approve.
Q2/Q3 Revenue from New Customers
$1,000,000
LTV of New Customers Over 6 Months
$500
New Customers Need
2000
Conversion Rate from Lead to Customer
10%
20000
Leads Needed
50%
Margin
$500,000
Profitability
ROI Target Multiple
$250,000
Budget
Target Cost Per Lead
Toodle-oo,
Arik Abel |
@Arik Abel
|
Director, Online Marketing, Lulu.com
Your ROI-Focused Social Media Team
200%
|
$12.50
Internet Summit 2013
20. How Do You Optimize Across Channels?
Tracking
Tracking links by
channels/campai
gns
Arik Abel
|
Pass through at
the point of lead
capture
@Arik Abel
|
View through
from lead to KPIs
towards revenue
Director, Online Marketing, Lulu.com
|
Regular
optimization
checkpoints
Internet Summit 2013
21. Conclusion.
Key Takeaways, Action Items and Tips
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
22. Two approaches to using content and community for
customer acquisition: Outside in and Inside out.
Takeaways.
Listen to what customers and communities want, and
translate what you hear into a variety of content.
Two lead capture approaches: Free content wrapped
around a compelling offer vs. Content as the compelling
offer.
Cost per acquisition and budget come from revenue
goals, customer LTV, conversion rates and profit margin.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
23. Research communities your customers belong to
(including your own customer community).
Form relationships with the leaders and influencers in
those communities.
Actions.
Identify the emotional and aspirational needs of those
communities.
Map needs to content types and overarching
campaigns.
Figure out the financial drivers: Revenue goals, time to
realize customer LTV, profit margins, lead to
monetization conversion rate, target cost per lead and
budget.
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
24. Don’t sweat the data you don’t have.
•
•
•
Pull together what you do have
Make some safe assumptions about what you don’t have
Set a plan to fill in the blanks
Don’t get hung up on all the content you need.
Tips.
•
Crowdsource. Curate. Then Create.
Don’t launch a campaign without a tracking and
optimization plan.
•
•
Arik Abel
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@Arik Abel
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Establish a view through from impression on a channel to $1
of revenue
Hire a consultant, find a platform or outsource it if you need
Director, Online Marketing, Lulu.com
|
Internet Summit 2013
25. Good Luck!
Get the cheat sheet of this presentation at threecsofsocial.com
Arik Abel
|
@Arik Abel
|
Director, Online Marketing, Lulu.com
|
Internet Summit 2013