roi from social media marketing

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INTERNET MARKETINGMary Lou Roberts October 2010

ROI From SOCIAL MEDIA MARKETING

STRATEGY AND EXECUTION

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Consumers and BusinessesUse SM To Communicate

Marketers Must Use SM (Wisely)To Communicate With Both

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http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

CONSUMER PARTICIPATION IN SOCIAL MEDIA

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http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-

networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

GLOBAL PATTERNS OF BEHAVIOR

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BUSINESS PARTICIPATION IN SOCIAL MEDIA

http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

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http://www.marketingsherpa.com/article.php?ident=31719

THE PROS AND THE CONS

http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/

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http://www.marketingsherpa.com/article.php?ident=31690

HOW MARKETERS USE SOCIAL MEDIA

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http://www.youtube.com/watch?v=idLG6jh23yE

SMASH HIT OF THE SEASON

http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

METRICSDebuted on FactbookFans from 1.6m to 3.1m over a weekend

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http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

THE MAN IN THE TOWEL

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http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded

2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL

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METRICS

• 186 Personalized Videos• Old Spice YouTube Channel Views - almost 8m• Old Spice YouTube Total Upload views - 83m +• Total subscribers on YouTube channel 120K• Total Connections on Facebook 616k

http://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)

http://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html

http://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html

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Late July• 40 m views response videos• Brand views on web – 110 m

A SUCCESS BY ALL MEASURES?

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CISCO LAUNCHES ROUTER IN SOCIAL MEDIA

• Launch Event in Second Life• Video Conferencing for Execs, Customers• “Defend the Network Game”• Facebook, Mobile, Blogs• Social Media Widget

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

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METRICS

• 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)

• Top Execs Spent only 1 Hour Viewing • Media – 3x usual articles, > 1000 blog posts• 40 Million Online Impressions• COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!• SAVED OVER $100,000!

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

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DEVELOPING SOCIAL MEDIA STRATEGY

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Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

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JULY 15, 2010

MARKETERS USE SM FOR ACQUISITION

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SEPTEMBER 20, 2010

MARKETERS USE SM FOR RETENTION

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NON-PROFITS USING SM TO RAISE $/€

http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter

Over $500k ??

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http://www.youtube.com/tippexperience

MY CONCEPT OF AWARENESS > ACQUISITION

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WHAT NOKIA SAYS

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http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

HAVE INTERNAL GUIDELINES

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http://conversations.nokia.com/

CONTINUOUS ENGAGEMENT!

http://blog.ovi.com/

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http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

THE NEW MEDIA

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EXECUTING SOCIAL MEDIA STRATEGIES

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https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

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Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

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No Object

ive; Simpl

e Listeni

ng Tools

Track Brand Mentions; Simpl

e Tools

Identify Mkt.

Risks/ Opportunities; Integrat

ed Tools

& Internal Alerts

Improve

Campaigns; Tools

to Monito

r, Correct on the

Fly

Measure

Customer

Satisfaction;

Customer

Experience Pros

Understand Customers; Socialgraphi

cs

Proactively

Anticipating

Customer

Needs; Data

Mining, Predicti

ve Models

8 STAGES OF LISTENING STRATEGY

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

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ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

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WHAT QUESTIONS SHOULD MARKETERS ASK?

• Where Are Your Customers Online?• What Are Their Behaviors Online?• What Social Information or People Do They

Rely On? Who Do They Trust?• What Is Your Customer’s Social Influence?

Who Trusts Them?• How Do Customers Use Social Tech In The

Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

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http://www.powerreviews.com/newsletter-q310-pehr.php

SOME THINGS WE KNOW

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Increased

Plateaued

http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

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FOOD SHOPPERS NEED INFO AT POP

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DELL LEARNED TO LISTEN, COMMUNICATE

http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx

http://www.ideastorm.com/

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http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh

http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

BRANDED COMMUNITIES IMP. PLATFORMS

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LEGO IS GOOD AT ENGAGING

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LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

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TRENDING > MOBILE, LOCAL

How many users does foursquare have?As of August 2010, foursquare had close to 3 million users worldwide.How many businesses are offering Specials through foursquare?As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page.http://foursquare.com/ 10/1/10

http://foursquare.com/businesses/

http://foursquare.com/

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Jan,2010 -- > 2 million web hits per dayhttp://blog.compete.com/2010/03/10/do-you-groupon/

GROUPON OFFERS LOCALIZED PROMOS

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WHO, WHERE, HOW PEOPLE FIND/MOBILE

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EXECUTING IS AN ORGANIZATIONAL ISSUE

EVEN MORE THAN A MARKETING ONE

TECHNOLOGY MINOR IN COMPARISON

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WHY ORGANIZATION, NOT TECHNOLOGY???

• There Is Organizational Resistance– Managers Fearful of Direct Public Interaction– Workers Have to • Learn New Skills• Work in (New, Different) Groups

• ROI Is Not Immediate

A PROCESS OF ORGANIZATIONAL CHANGE

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THE IMPORTANCE OF MEASURABLESOCIAL MEDIA MARKETING

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TENDS TO BE SEEN AS BEING FOR FUTURE

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THE IDEAL – INTEGRATED METRICS

Google AnalyticsWebTrendsHubSpot

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THE REALITY- PLATFORM METRICS

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OBJECTIVE METRIC(S)

Increase Average Visits per Day Average Number of Visits per Day from Google Analytics

Number of Comments As long as small, can countMay need comment feed

Number of Emailed or Promoted Posts

Provided by Share This Icon

Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each

MATCH METRICS TO CAMPAIGN OBJECTIVESExample - Blog

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MY TOP 10 SOCIAL MEDIA MARKETING MYTHS

• It’s Easy.• It’s Free.• It’s About Technology.• Social Media Reaches Mass Audiences.• Marketers Can Talk About Their Products.• All Internet Users Will Participate.• Management Will Understand the Potential.• We’ll See Results Right Away.• Tracking, Measuring is Easy.• We’ll Put It Up and It Will Take Care of Itself.

roi from social media marketing

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