Building a Social Presence for ROITeddi Davis / VP Marketing

Steven Groves / Online and Social Strategist

is Your Center for Industry Education

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Agenda

• Social Marketing ROI Basics• Strategic Elements of

Marketing in Social Media• Practical Next Steps

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• 900M active Facebook users, – 5B cans of Coke-a-Cola every day (~20%)

• 78% of all Americans use a social network and – Nearly 25% of all online time is spent on social networks

• B2B, B2C, Friends and family– Your customers are there. – They are talking about you

• 73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011

Is social relevant?This Social Media thing is

just a fad – no need to really pay attention

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• #1 is – How do I measure the effect SMM

has on my business?• What is the ROI of marketing? • Why SMM held out?

• #2 is– How do I integrate & manage all my

SMM activity?

Top Questions for Online Marketers?

*2011 Social Marketing Industry Study / Social Media Examiner

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Changing Audience

• Transactional– Based on transaction

• Relationship– Based on lifetime

• Conversational– Based on engagement– Not bound to geography or time

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Fail Fast, Fail Often

• Learn your market– Listen • Several levels

• Develop, produce, deploy – Monitor stats

• Evaluate, improve, re-deploy– Monitor again

• Engagement, content and context – The good, the bad and the ugly

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Building ROI into Marketing

• Social or Traditional Marketing– ‘I’ in ROI = Investment – Less than 1% of all

marketing is measured

• Planning to show results– The Purchase Funnel

• What can you expect?• What kind of return are

you looking for?

Awareness

Consideration

Purchase Intent

Purchase

Loyalty

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What’s Measureable

• KPIs– Friends, followers, posts, – Engagement– Traffic to the main site

• Path of engagement• Last Touch Attribution (LTA)

is just one measure

• Focus over time– Awareness to inquiry– Inquiry to interest– Interest to purchase– Purchase to advocacy

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• Paid media– Buy an ad

• Search Engine Marketing (SEM) • Social Network Marketing (SNM)

– Send to O&O

• Earned media– Earn commentary & engagement

• Social Network, blog, micro-blog• Enhance search engine positioning

– Send to O&O

• Owned & Operated (O&O) media– Conversion– Optimizing the relationship

3 Media Networks

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Common Elements

• Content Basics– Eyes, ears constrained– Text, pictures / images, audio / video

• Tactics / Tools– Blog– Micro-blog– Social network

• Supporting Sites– Video streaming– Audio / podcast– Pictures / image hosting

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Call to Actions

• Traditional and Online– Call– Ink on dead trees

• Snail mail = postcard, newsletter

• Digital– Follow– Join– Like– Recommend

• Drive to O&O

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• Plan to track results– ROI = $ or education leading to $$

• Architect Social Presence – Paid, Earned and O&O media– O&O is the destination site

• ‘Call-to-Action’ abundance

• Listen– Conversation Hierarchy

• Industry, Category, Product & Brand• Company, key personnel• Competitors

• Content – Presented in context

Your Takeaways

Questions?

Thank You!

Teddi Davis @TeddiD

Steven Groves

@StevenGroves

+1 303-586-1130www.ProfitStreams.com

Facebook: Facebook.com/ProfitStreamsTwitter: @TheProfitStream #CLM