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Social Media ROI?
Is That Really Possible?
Elizabeth Houston
Global Events Social Media Manager
Comsys for Cisco
@elhoust
June 3, 2011
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“93% of all B2B marketers are
engaged in some form of social
media marketing, with most putting
their focus on the most popular
channels (LinkedIn, Facebook and
Twitter).”
B2B Magazine, April 2011
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What are Key Social Media ROI Types?
Increased engagement
Reduced costs
Higher revenue
Deeper loyalty
Expanded awareness and audiences
Peer-to-peer word of mouth
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What Methods Lead to Higher ROI?
Interactive involvement
Online and in-person integration
Channel integration
Crowdsourcing
Incentives
Innovations
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What Can I Do to Maximize ROI?
Create a clear plan and goals
Plan an integrated approach
Research “watering holes”
Build a centralized location
Monitor regularly
Track links
Use searchable keywords
Include simple call-to-actions
Focus on audience needs
Be patience
Pilot when possible
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Reduced Costs
• Replace costly methods with free or
low-cost channels
• Monitor regularly
• Cultivate audience over time
• Create consistent messages
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CRS-1 Launch
Approach: Traditional, physical event
Travel: required extensive audience travel
to San Jose, CA
Size: 100+ attendance in
100 countries
Cost: $20,000+ in airport car service alone
Coverage: 87 articles, 135 press attended
events
ASR 1000 Launch
Approach: Virtual, Social and Visual—
Leveraging Web 2.0 technologies
Travel: No travel ─saved carbon
emissions equal to 188 tons of coal or
42,000 gallons of gas
Size: Global; 9,000+ attendance in 128
countries
Cost: Less than ONE-SIXTH of CRS-1
launch expense
Coverage: 245 articles, 1000+ blog posts,
45M+ impressions
Expanded Channels
• Leverage existing channels
• Replace costly methods with free or
low-cost channels
• Reach different audiences
• Create online/onsite experiences
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Launched 1/10…
New Business by
July
2,500 Participants
5,300 Votes
3,300 Comments
800+ Ideas
Higher Revenue
• Crowdsource
• Involve audiences
• Give audience a voice
• Follow through
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Deeper Loyalty / More Awareness
• Create incentives
• Develop topic Twitter/USTREAM chats
• Integrate audiences
• Involve ongoing participation
• Be transparent
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Innovations
• Integrate mobile
• Pilot QR codes
• Try augmented reality
• Include geo-tagging
• Plan for commerce
iPhone Version:
HTML5 Version:
13. Guy’s audio – via computer
Guy’s audio – via telephone
Social media back channel – share your thoughts!
WebEx Meet beta – get it today, use it for meetings!
Pass The Ball Series
• Showcase products
• Leverage influencers
• Create engagement
opportunities
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Total Pass the Ball Registrants
21,500
% converted to a Free
Trial of WebEx
4.5%
% converted
to a paying
customer
1.5%
Customer Conversions
• Identified leads
• Analyzed data
• Nurtured potential leads
• Added new customers
16. Cisco Social Media
Resources Connect with
Elizabeth Houston:
@elhoust
LinkedIn
Join the Conversation:
@CiscoEvents
@CiscoSocial
Social@Cisco Central