• Save
University of Washington MCDM New Media Presentation
Upcoming SlideShare
Loading in...5
×
 

University of Washington MCDM New Media Presentation

on

  • 3,534 views

This is a presentation given to the University of Washington's Master's of Communication in Digital Media class. It covers a progression of personal brand and online identity being applied to the ...

This is a presentation given to the University of Washington's Master's of Communication in Digital Media class. It covers a progression of personal brand and online identity being applied to the standard ROI funnel, along with discussion points for applying the concepts across organizational silos outside of the marketing channel.

Statistics

Views

Total Views
3,534
Views on SlideShare
3,461
Embed Views
73

Actions

Likes
24
Downloads
0
Comments
2

7 Embeds 73

http://barryhurd.com 50
http://123socialmedia.com 7
http://www.slideshare.net 6
https://inside.bluekiwi.net 5
http://www.linkedin.com 3
http://lab.togetherwecreate.ch 1
https://www.linkedin.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • great !but how can i download?
    Are you sure you want to
    Your message goes here
    Processing…
  • amazing. love your show. where to download it ?
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • $300k budget at top, does this pipeline make sense? ADD COST

University of Washington MCDM New Media Presentation University of Washington MCDM New Media Presentation Presentation Transcript

  • Where Social Media MattersAudience Knowledge Leads to Insightful Relationships
  • People find information and each other through connected points of interest.
    We need to connect those points of interest to business goals.
    That means we first need to have goals. We need to know where we are… and where we want to go.
    We also need to understand where the transfer of opinion, need, interest, and loyalty occurs (aka relationships.)
  • UNDERSTANDING WHERE “WE” ARE
  • On Tuesday, I was with my cohorts in Social Media Club at Swedish Medical
    THIS PHOTO WILL BE FOUND ON “ “ WHETHER I LIKE IT OR NOT.
  • KNOWING I’M ON GOOGLE, I MAY AS WELL MANAGE MY APPEARANCE
  • THIS BRINGS US TO THE QUESTION,WHERE IS EVERYONE ELSE?
  • 82% of U.S. Consumers Search OnlineSOURCE: NIELSEN
    ONE BILLION local searches occur every monthSOURCE: ComScore
    65.4%
    17%
    3.8%
    11.3%
    *DATA comScore, Feb 2010
  • WHERE DO “WE” WANT TO DRIVE PEOPLE ?
  • TRADITIONAL ROI CHANNEL
    Investment
    • Time
    • Manpower
    • Technology
    • Training
    • Cash
    Return
    • Revenue
    • Transactions
    • New Customers
  • SOCIAL MEDIA ROI CHANNEL
    Financial
    • Revenue
    • Transactions
    • New Customers
    Digital Presence
    • Link Building (SEO)
    • Organic Traffic
    • Brand Defense (SERPS)
    Development
    • Process Efficiency
    • Usability Groups
    • Opportunity Creation
    Investment
    • Time
    • Manpower
    • Technology
    • Training
    • Cash
    Communication
    • Reputation influence
    • Crisis Response
    • PR and Exposure
    Retention
    • Customer Service
    • Long Term Revenue
    • Client Education
    Marketing
    • Differentiation
    • Network Growth
    • Earned Media
  • BUT WAIT, HOW ABOUT MAKING BUSINESS PERSONAL AGAIN ?
  • SOCIAL MEDIA CHANNEL
    Financial
    • Revenue
    • Transactions
    • New Customers
    Digital Presence
    • Link Building (SEO)
    • Organic Traffic
    • Brand Defense (SERPS)
    Development
    • Process Efficiency
    • Usability Groups
    • Opportunity Creation
    Investment
    • Time
    • Manpower
    • Technology
    • Training
    • Cash
    Communication
    • Reputation influence
    • Crisis Response
    • PR and Exposure
    Retention
    • Customer Service
    • Long Term Revenue
    • Client Education
    Marketing
    • Differentiation
    • Network Growth
    • Earned Media
  • INDIVIDUAL DATA FOOTPRINT
    EXPOSURE CHANNELS
    INFLUENCE NETWORKS
    INTEREST TOPICS
    (NEW CONNECTIONS)
  • SOCIAL MEDIA ROI PROCESS
    Financial
    • Revenue
    • Transactions
    • New Customers
    Digital Presence
    • Link Building (SEO)
    • Organic Traffic
    • Brand Defense (SERPS)
    Development
    • Process Efficiency
    • Usability Groups
    • Opportunity Creation
    Communication
    • Reputation influence
    • Crisis Response
    • PR and Exposure
    Retention
    • Customer Service
    • Long Term Revenue
    • Client Education
    Marketing
    • Differentiation
    • Network Growth
    • Earned Media
  • http://loichay.tumblr.com/post/178728159/10-levels-of-intimacy-in-todays-communication
  • The consumer funnel takes users along a journey—awareness, consideration, search,
    intent to purchase, and retention.
    We spend a lot of money getting people into the funnel.
    THERE ARE INHERENT FLAWS,
    People escape the funnel…
  • TRADITIONAL FUNNEL
  • SOCIAL MEDIA FUNNEL
    INTERACTION
    INTERACTION
    INTERACTION
    INTERACTION
    INTERACTION
    INTERACTION
    INTERACTION
    SOCIAL MEDIA
  • ENTERPRISE EXAMPLE: ONLINE PIPELINE VALUE
    $30,000 Campaign
    $3.00 PER VISIT
    $300 PER INQUIRY
    $1200 PER LEAD
    $12000 PER CLIENT
  • ENTERPRISE EXAMPLE: SOCIAL MEDIA VALUE
    $12000 PER CLIENT
    $1200 PER LEAD
    $300 PER INQUIRY
    $3.00 PER VISIT
    $30,000 POTENTIAL RETURN
  • Models and tools for improvingthe funnel.
  • Your Brand Keyword
    AVERAGE PAGE EXPOSURE:36.6 seconds
    BRAND
    VISBILITY
    PAID
    BRAND
    VISBILITY
    100
    90
    80
    PAID
    50
    40
    30
    20
    10
    10
    10
    10
    CLICK & AUDIENCE
    SHARE
    BRAND
    VISIBILITY
    42.4
    11.8
    8.4
    6.2
    4.9
    4.1
    3.4
    3.1
    2.7
    2.9
    100
    100
    100
    85
    60
    50
    50
    30
    30
    20
    ORGANIC
  • WOULDN’T IT BE NICE TO INCLUDEALL THE INDIVIDUALS, TEAMS, BUDGETS, AND INSIGHTS TO SUPPORT THE END GOAL… OF CREATING A BETTER PROCESS?
  • What about some actionable tools?
  • FireFox - WebMynd
  • Finding Conversations- SocialMention
  • Web Users - Addictomatic
  • Outreach & Profiling - 123people.com
  • This presentation available @
    slideshare.net/123socialmedia
  • Thank You, Questions Please.
    SYNDICATED
    OPPORTUNITY
    REACH
    OWNED
    BOUGHT
    EARNED
    CONTROL
    RISK
    Barry Hurd123SocialMedia.comhttp://twitter.com/123socialmedia