generating roi from social media - crimson consulting

Dylan Charles

Karen O’Brien

Jim Meyer

February, 2011

eTrigue Webinar Series…

Creating Social ROI

1

• Leveraging Social Media to Generate Leads and Create Revenue:

• Listen

• Create a Content Strategy

• Engage with your Targets

• Integrate your Platforms

• Capture, Nurture, and Close

• Measure

• Getting Started Jim MeyereTrigue

Dylan CharlesCrimson Consulting

Creating Social ROI

Karen O’BrienCrimson Consulting

2www.crimson-consulting.com © CRIMSON CONSULTING 2011

Social Media Plays a Significant Role in Purchase Decision Making

Over 25% of buyers visit forums and social networks to get product information

42% of B2B buyers believe that editorial or 3rd party content is more valuable than vendor content

84% of BDMs stated that professional peers and colleagues (word-of-mouth) had the greatest influence on purchasing decisions

Investment in Social Media is rapidly increasing


CMO’s are moving towards measuring social media conversions and revenue in 2011

Conversions and revenue move up to dramatically change how social media is being measured, many are looking to Facebook as a channel


Not Just a Fad, Real Results

There is significant ROI here.

$250K Deal – Source: Twitter Program

This also came on a minimal Twitter engagement “92% of B2B technology buyers consider themselves engaging in some

form of social media,” Dunay says.– Source: Social Media Examiner, ‘It Pays to Listen: A $250K Twitter Sale’, Nov 12, 2009

$15M Sales via Facebook Campaign Facebook Campaigns of this sort only costs from $25 - $100K Campaign tracked sales through initial contact to final sale by tracking

leads and managing in the SFA solution.

$3M+ Sales via Twitter Channel Basic Twitter moderation costs only range from $8 - $10K per month “Nelson says Twitter is now a serious and tangible marketing channel,

helping to move large inventory bubbles with a few posts” – Source: Marketing Profs


Impacts More than Just Revenue

Increase Engagement *Blogs, YouTube, Events

Drive Evangelism & PR *Twitter, Facebook, YouTube

Improve SEO Strategy *Blogs, Answers, YouTube

Lead Gen/Sales *Twitter, LinkedIn, Facebook

Collaboration and Innovation *Twitter, LinkedIn

Gain Customer Insight *Twitter, Facebook

Create Competitive Differentiation

Product Marketing Sales Support


How to Leverage Social Media to Generate Leads and Create Revenue

Listen

Develop a Content Strategy

Use the Content to

Engage

Capture and Convert

Nurture your leads and turn

them into revenue

Measure and Improve

Hear what your customers and the channel is talking about

What do your customers want? What do you have? Is it ready? Where will it lead people?

Take what you have and make it usable

Participate Publish Respond

Establish your social architecture Landing pages aligned to content Capture information on the inbound traffic Turn visitors into leads

Nurture and Close

What worked? What didn’t?


Listen

Listen to your community…and learn from what they’re saying about you


Develop a Content Strategy

Campaign

Campaign

Launch of Social Media Programs

Vibrant Social Media Activity

Ongoing

Leve

l of E

ngag

emen

t

High Level, Critical Mass

Time

Low Level, Minimal Users

Optimized for the Medium Bite sized Embed a call to Action Embed a link

Develop a value-oriented content strategy considering content creation, management, integration / publishing workflow, and user-generated content.


Add ValueTo raise the interest of your peers, add value to the conversation, through sharing resources, being supportive, giving feedback or congratulating someone.

Respond

If someone is mentioning your company or a product of yours, you have an open door to enter the conversation. Don’t let someone else control it, this is your opportunity to drive it the way you want. Additionally, if someone talks to you or requires your attention, make sure to reply! If someone feels ignored, you’ve failed an important aspect of your Social Media strategy.

Be Real Be polite and proper, people expect and want you to be human. If you don’t sound like a regular person, people won’t talk to you.

Don’t SpamDon’t just use social media to promote your products and services. If you repeat yourself too many times and are not adding any value to conversations occurring on social networks, you may appear as a spammer.

Use Content to Engage


Capture and Convert

Integrate Social Assets into Hub & Spoke(s) Architecture

Create a social architecture linking your social engagement back to your hub

Your company’s website(s) are the hub

Focus on key social networks and identify and build engaged communities on each

Drive offsite traffic on social networks and through engagement back onsite to your hub

Publish relevant content consistently across all channels

Launch engagement campaigns consistently across all channels


Social to Close

Social Media Programs Tightly coupled with traditional marketing Every program tied to web and “premium content”

Conversion Form Fills and email link clicks start tracking Track all actions to build a digital biography Tie Anonymous social and other activities to a

“known prospect”

Continued Harvesting Continue ongoing outbound Tie content to interests

Close Sales by Focusing Sales Team chooses who is “hot” Hot leads pushed to CRM/Funnel Sales Team closes hot leads


Pragmatic Steps to Get Started

Crawl Walk Run FlySocial Media

GoalEstablish Social Media Presence

Optimize & Expand Engagement / Content

BuildMomentum

BuildAdvocacy

Target Audience & Goals

Prospects & Customers: Awareness of SM Presence & Communities

Prospects: Consideration & Trial

Customers: Engagement

Prospects: Generate Leads, Trial & Purchase

Customers: Expand & Extend Relationships

Customers: Create and Nurture Advocates

Prospects: Increase rate of Leads, Trial & Purchase

Desired Outcomes

Optimize SM Architecture and align with Brand Architecture Increasing Participation Increasing Engagement Advocacy

Initiatives Align Social Media Assets with

Brand Architecture Setup Ongoing Monitoring &

Analytics

Establish Repository of SocialMedia Content

Initiate Moderation Program

Nurture Initiate Lead Generation

Campaigns

Encourage and Reward Advocacy

Resource Requirements 1.0 – 6.5 FTEs 2.5 – 4.0 FTEs 2.5 – 4.0 FTEs 2.5 – 4.0 FTEs

Example Metrics

Posts, Comments, Messages, Ratings

Friends, Followers, Subscribers, Members

Page Views, Visitors, Traffic, click stream, Referring url

Topic Trends

Content and Conversation Volume

Content and Sentiment Ranking

Unique visitors User generated content Sharing, Reposts, Embed

Form Capture/Data Capture Visits and Opportunities from

Social Source Closed opportunities from

Social sources

Sales New customers Share of wallet


Crimson is an end-to-end marketing consultancy. We specialize in Channels and Partners; Products and Markets; Interactive and Lead Management. Our clients include Adobe, Cisco, eBay, Hitachi, HP, IBM, Intel, Microsoft, Oracle, SAP, Seagate, Symantec, and Verizon.

Partner Program Infrastructure

Partner Community Management

Channels & Partner Marketing

Channels and Partners

Market Insight

Positioning & Messaging

Content Development

Products and Markets

Web Strategy, Marketing & Development

Community Services

Social Media Marketing

Interactive

Contact & Campaign Management

Lead Nurturing & Qualification

Sales & Channel Integration

Closed Loop Campaign ROI Analytics

Lead Management

Crimson Services

© CRIMSON CONSULTING 2011

Crimson Consulting4970 El Camino Real, Los Altos, CA 94022650.960.3600 www.crimson-consulting.com

Dylan Charles, Partner650.429.0337 [email protected]

Karen O’Brien, Partner650.429.0340 [email protected]

Thank You!

generating roi from social media - crimson consulting

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