Performance Based Social Media
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Performance Based Social Media as presented by Christopher Penn at Social Fresh East. http://ar.gy/socialfresheast
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Performance Based Social Media
- 1. Senior master instructor Stephen K. Hayes facebook.com/AnShuStephenKHayes
- 2. Performance Based Social Media
- 3. Who am I? twitter.com/ cspenn/ favorites
- 4. The corporate plug: WhatCounts will help you find and grow your email marketing ROI. Learn more at www.WhatCounts.com, visit our table in the hall, or call 866-804-0076.
- 5. This presentation is available on our blog right now
- 6. Warnings
- 7. Kata
- 8. Outcome
- 9. Process
- 10. Story
- 11. Measure Outcome
- 14. Outcomes
- 16. R Photo credit: AMAgill I
- 18. Social media ROI
- 19. ROI is not necessarily a helpful number
- 20. Email Webinar PPC Ad Blog Post Sponsored Tweet Which caused the sale?
- 21. Income Margin Expense Net Profit Audience Volume Action
- 22. Income Product Margin Expense Operations Net Profit Audience Marketing Volume Action Sales
- 24. Marketing’s primary output is qualified leads, yes?
- 25. EPL
- 26. Earned - Spent Number of Leads
- 27. Worksheet 3 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPL Leads
- 28. So what?
- 29. Last Touch Problem Solved Goo gle
- 32. Yes, but so what?
- 33. find the secret phrase on the WhatCounts Facebook Page facebook.com/whatcountsemail
- 36. “Become a data- driven organization”
- 37. Blind faith in data and systems
- 38. 3 Traps
- 39. Selection Bias
- 41. Measurement Bias
- 43. http://api.klout.com/1/klout.json? users=lizstrauss ( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ) )
- 44. http://api.klout.com/1/klout.json? users=moriturusthedk ( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ) )
- 47. Beware bad research and worse conclusions!
- 48. 73% of CEOs Think Marketers Lack Business Credibility: They Can't Prove They Generate Business Growth The Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. Who was measured? What was measured? How was it measured?
- 49. Nearly 23 Million Tune Into The AFC/ NFC 2012 NFL Playoffs On The Radio Edison Research conducted a national telephone survey of 901 people. Interviews for this study of Americans age 12 and older were performed on January 23, 2012. The study asked respondents a series of questions about their previous day’s media usage including listening to any part of the NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from phone numbers provided by Survey Sampling International. The final results of the national sample have been weighted by age, sex, ethnicity and geographic region to match current U.S. Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full sample will differ by three percentage points in either direction from what would have been obtained by attempting to interview all persons age 12 and older. Who was measured? What was measured? How was it measured?
- 50. Refine Process
- 55. Sales
- 56. Qualified Leads Sales
- 57. Prequalified Leads Qualified Leads Sales
- 58. Interested Prospects Prequalified Leads Qualified Leads Sales
- 59. Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
- 60. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
- 61. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
- 62. Potential Audience 800 Active Audience 400 Interested Prospects 200 Prequalified Leads 100 Qualified Leads 50 Sales 25
- 63. Potential Audience 800 50% Active Audience 400 50% Interested Prospects 200 50% Prequalified Leads 100 50% Qualified Leads 50 50% Sales 25
- 64. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
- 65. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
- 66. How can we use social to fix the broken step?
- 68. Active Audience 400 25% Interested Prospects 100
- 69. Start with a simple recipe
- 70. Potential Audience 800 50% Active Audience 400 37.5% Interested Prospects 150 50% Prequalified Leads 75 50% Qualified Leads 37.5 50% Sales 18.75
- 71. $65 million each
- 72. Path to mastery
- 73. Preserve the form
- 74. Vary the form
- 75. Transcend the form
- 76. scrambled eggs
- 79. Transcend best practices
- 81. Tell a Good Story
- 84. WIN
- 85. case studies
- 87. conflict state change
- 91. Exercise
- 92. Kata
- 93. Measure Outcome
- 94. Refine Process
- 95. Tell a Good Story
- 96. Marketing White Belt cspenn.com/ book
- 97. Email for Sales Email For Sales HOW EMAIL MARKETING CAN CREATE OPPORTUNITIES, CLOSE DEALS AND BOOST YOUR SALES http://ar.gy/ socialfresheast
- 98. Visit our table and @WhatCounts