leveraging social media as presented at nchelp

Leveraging Social Media

Christopher S. Penn, Director of Strategywww.WhatCounts.com

Why WhatCounts?

Flexible Deployment Options

Dedicated Account Model

Campaign Production Services

Video Enhanced Email

Fair Warning

Tomorrow is here!

facebook 600,000,000+ January 2011 8.67%

© 2011 Edison Research/Arbitron Inc.

Social Networking Sees Marked Year-Over-Year Growth Age 35-54% by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site

Base: Total Population 12+

12-17 18-24 25-34 35-44 45-54 55-64 65+

15%

31%

45%

63%

68%

80%76%

13%

31%35%

51%

65%

77%78%

3%

10%

22%

32%

44%

64%63%

3%4%

14%17%

34%

54%57%

2008 2009 2010 2011

© 2011 Edison Research/Arbitron Inc.

Number Using Social Networking Sites “Several Times per Day” Now Approximately 46 Million Americans

Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”

2009 2010 2011

Base: Total Population 12+

18 million

39 Million46 Million

A Quick Definition

Conceptual

Audience

Prospects

Leads

Customers

Evangelists

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Sales

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Commitment

Audience

Prospects

Leads

Customers

Evangelists

Social

Audience

Prospects

Leads

Customers

Evangelists

Audience

Content

80

Audience

Content

80

32,21432,214

32,21432,214

32,214 Audience

Content

80

32,21432,214

32,21432,214

32,214

107

Audience

Content

Metcalfe’s Law

Self-identified audience

Audience

Prospects

Leads

Customers

Evangelists

Listen

Be human.

Provide value.

WIIFM

Cross Promote

Christopher S. PennVP, Strategy and InnovationBlue Sky Factory

http://www.BlueSkyFactoryhttp://twitter.com/blueskyfactoryhttp://facebook.com/blueskyfactory

cpenn@blueskyfactory.comhttp://twitter.com/cspenn

Did you know that email marketing has a $43.62 ROI according to the Direct Marketing Association? Ask us how you can get there.

blend online and offline

incentivize

Audience

Prospects

Leads

Customers

Evangelists

Conversation

Awareness

Need

Lead

Give social folks a place to call home

Every now and again, ASK

Have something shareable!

Audience

Prospects

Leads

Customers

Evangelists

Social proofing for sales

Process > Tools

Audience

Prospects

Leads

Customers

Evangelists

identify evangelists

identify evangelists

determine influence

determine influence

treat your evangelists well

what if you don’t have any influencers?

A brief word or two on metrics and analytics

Track via actions you care about

R IPhoto credit: AMAgill

Earned - SpentSpent

= ROI

Time is money, friend!

Annual Income2,080

=Hourly

Annual Income2,080

=Hourly

Hours x Rate = Time

Spend in Money

$50,0002,080

= $24.04

5 x $24.04 = $120.20

1000 - 620.20620.20

= 61.2%

Money Earned:Money Spent:

Hourly Rate:Time Spent:

Time Spent in Money:

Total Spent:

Total Earned-Total SpentTotal Spent

$_______$_______

$_______ _______$_______

$_______

_______%

Worksheet 1

Worksheet 2 Example

Method PPC Email Twitter

Money Earned $1,000.00 $12,563.00 $750.00

Money Spent $500.00 $5,000.00 $0.00

Hourly Rate $24.04 $24.04 $24.04

Time Spent 5 5 40

Time as Money $120.20 $120.20 $961.60

Total Spent $620.20 $5,120.20 $961.60

Earned - Spent / Spent 61.24% 145.36% -22.00%

... and we haven’t talked about measuring anything yet!

The Summary of Social Media

Where are we going?

Tomorrow is here.

the insider secret!

http://amzn.to/kai9Fn

http://amzn.to/jpwGx1

http://amzn.to/kX1sEG

http://amzn.to/ke178w

The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011

Tom Webster - Vice President, StrategyEdison Research

http://ar.gy/QHy

Why WhatCounts?

Flexible Deployment Options

Dedicated Account Model

Campaign Production Services

Video Enhanced Email

Christopher Penncspenn@gmail.comTwitter: @cspennLinkedIn: cspenn.com/lFacebook: cspenn.com/fWeb: christopherspenn.com