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Strategy Overview
Does a Social Marketing Strategy Make Sense?
Benefits of Social Media
How to Measure Program Success
Benchmarking
Social Phase Definition – where is your company?
How to Develop a Strategy
Six Steps to Getting Started
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How to Measure Program
Success?
The three top metrics are*:
Actual value of sales generated by social media
programs
Estimated value of new leads generated by social
marketing programs
Reduced cost of customer support and customer
acquisition due to social marketing programs
Most companies know the value of a qualified lead –
use this info for ROI calculations
Don’t forget that there are two ways to gain value –
increased revenue and reduced costs
*Marketing Sherpa 2011 Social Media Benchmark Survey
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Three Phases of Social Marketing
Maturity*
Trial Phase Transition Phase Strategic Phase
Organization does not
have a process or
guidelines for
performing social
marketing
Organization has an
informal process with a
few guidelines it
sporadically performs
Organization has a
formal process with
thorough guidelines it
routinely performs
Companies in the Strategic phase are 4x more
likely than Trial companies to have measurable
ROI. * Courtesy Marketing Sherpa
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Six Steps to Getting Started with a
Strategic Approach
Perform Competitive Analysis
Establish Goals
Determine Platforms
Set Up Profiles
Build the Community
Engage and Grow
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Strategic Approach: Establish
Goals
What do you expect social media to accomplish?
Convert social media members into paying customers?
Achieve or increase measurable ROI from social
media?
Achieve or increase measurable lead generation from
social media?
Improve the cost efficiency of customer support
programs?
And don’t forget – collaboration benefits from internal
social media
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About Templeton Interactive
20 years marketing experience
Best of breed, tailored solutions – no vendor bias
The “A Team” Concept – bring the best talent
aboard
Industry Experts
Programmers
Writers
Suppliers