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SHOW ME THE MONEY<br />

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Who Are You?<br />Mike Schaffer<br />Social Media and Online Marketing Manager<br />Background in Sports/Restaurant/Entertainment PR<br />PR and Social Media Blogger<br />Among PR Pros on Twitter: Top 100, Top 30, #21 Most Influential<br />Twitter: @mikeschaffer<br />

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…And What Do You Do?<br /><ul><li> Advertising agency with digital, branding and design teams

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Offices in Washington, DC; Nashville, TN (HQ); Hawaii

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Agency in-house resources</li></ul> - Brand campaign development<br /> - Online advertising<br /> - Website development<br /> - Social media management<br /> - Photography and video production<br /> - Custom publications<br /> - Contact center<br /> - Chats, comments, calls and emails with client prospects<br />

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Our Agenda<br /><ul><li>What is ROI for Social Media?

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Four Truths About ROI

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Solutions For Your Problems

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Getting Social</li></li></ul><li>If You’re Tweeting This Session…<br />My Twitter Name: @mikeschaffer<br />Hashtag: #NRAMEG10<br />

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What is Social Media?<br />Social media is a universe of online networks that allow people around the world to connect with each other every day.<br />Each network has different audiences and features.<br />“Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.” <br />– Ron Jones, Search Engine Watch <br />

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Staggering Stats!<br /><ul><li> Over 600 million people access social media sites daily. (laptops, desktops, mobile)

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Facebook alone has over 200 million unique visitors every day.

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People will spend 700 BILLION minutes per month on Facebook.

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51% of active Twitter users follow companies, brands or products on social networks.

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Over 68,000 Tweets per minute (via tweespeed.com 11 OCT 2010)

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LinkedIn: Growing at roughly one new member per second.

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24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.

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70,000 new blogs go onto the web every day.</li></li></ul><li>Return on Investment<br />

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Types of Social Media ROI<br /><ul><li> Sales

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Online Network Growth

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Customer Loyalty

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Increased Traffic (foot and web)

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Brand Affinity

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Brand Engagement

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PR/Marketing/Advertising Support</li></li></ul><li>A Note About Network Size…<br />“Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” <br />– Amber Naslund, Social Media Today<br />

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Social Media: Not the “Silver Bullet”<br />It is not the be-all and end-all of marketing in the year 2010 and beyond. <br />Social media should:<br /><ul><li> Be a part of your integrated marketing and </li></ul> communications plans<br /><ul><li> Support your branding and advertising

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Be supported by your branding and advertising</li></li></ul><li>

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The Four Truths About ROI<br />

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#1 - ROI Starts With Strategy<br />What are you trying to accomplish?<br />Why is this something you need to do?<br />What is your time frame?<br />How will you go about achieving your goals in that time frame?<br />How and when will you measure effectiveness?<br />

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#2 - Location, Location, Location<br />With your goals set, find the right platform(s) to host your campaign!<br />Things to consider:<br /> 1) Where do you already have a presence?<br /> 2) What network will best help you achieve your goals? Remember <br /> each network has itsown capabilities and demographics.<br /> 3) Can you leverage multiple platforms or digital entities? Email, <br /> text, etc.<br />

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#3 - The Leaky Faucet<br />Do you pay attention to a faucet that drips once a day?<br />

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#4 – Choose the Right Yardsticks<br />www.omniture.com<br />www.raventools.com<br />www.wthashtag.com<br />

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Issues and Solutions<br />

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ISSUE #1: It Takes Too Much Time<br />Reduce your workload by utilizing a social media content calendar. <br />Content calendars improve:<br /><ul><li> Organization

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Efficiency

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Accountability

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Record-Keeping

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Advanced Planning

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Internal Flexibility</li></li></ul><li>

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Maximize Your Content Calendar<br />The BIG Question: What should you put on which networks when?<br />Step 1 – Gather content that relates to and promotes your brand/agency image.<br />Step 2 – Identify the right channels to distribute that content.<br />Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds.<br />Step 4 – Adjust as necessary: each network has unique standards and rhythm.<br />

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ISSUE #2: Who Should Own It?<br /><ul><li> Knowing how to tweet does not make you a social media expert.

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Social media is a unique blend of advertising, marketing and PR that should be integrated into your overall communication strategy.

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New form of market research

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Scalable, cost-efficient

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Controlled message

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New business/member/donor generation

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Strategy and execution can be different people.

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ROI Tip: Use your customer service representatives to patrol social media. They are already trained to answer every question!</li></li></ul><li>ISSUE #3: I’m Not Seeing Results<br /><ul><li>Step 1: Revisit your goals. Is your current strategy helping you work toward them?

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Step 2: Identify the disconnect.

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Content

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Community Management

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Network Selection

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Step 3: Fix it or Drop it. Either way, learn from it.</li></li></ul><li>Top 5 Simple ROI Metrics You Should Follow<br />1) Traffic to website via Google Analytics<br />2) Sources of traffic to website (referring domains)<br />3) Traffic trends to key pages (donation, membership, etc.)<br />4) Facebook “Like” growth<br />5) Email marketing trends (subscriber rates, click-through rates, conversions)<br />

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ISSUE #4: It’s Not Generating Revenue<br />Make it work for you!<br /><ul><li> Feature specific products you want to boost – you can even build campaigns around a product. (Burger sales slowing down? What about a video contest where customers discuss their favorite topping and the winner gets a $500 gift card?)

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Attach a sales tool to social media:

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Passwords

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Coupons (active and bounceback)

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Exclusive deals

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Engage your network – ask them for feedback and suggestions. Let the customers contribute to the brand!</li></li></ul><li>Let’s Get Social!<br />Mike Schaffer <br />michael.schaffer@iostudio.com<br /> Twitter: @mikeschaffer<br />Website: www.iostudio.com<br />