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University of Washington MCDM New Media Presentation

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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.

Published in: Education, Technology, Business

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  • $300k budget at top, does this pipeline make sense? ADD COST
  • Transcript

    • 1. Where Social Media MattersAudience Knowledge Leads to Insightful Relationships
    • 2. 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.)
    • 3. UNDERSTANDING WHERE “WE” ARE
    • 4. 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.
    • 5. KNOWING I’M ON GOOGLE, I MAY AS WELL MANAGE MY APPEARANCE
    • 6. THIS BRINGS US TO THE QUESTION,WHERE IS EVERYONE ELSE?
    • 7. 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
    • 8.
    • 9. WHERE DO “WE” WANT TO DRIVE PEOPLE ?
    • 10.
    • 11. TRADITIONAL ROI CHANNEL
      Investment
      Return
    • SOCIAL MEDIA ROI CHANNEL
      Financial
      Digital Presence
      • Link Building (SEO)
      • 20. Organic Traffic
      • 21. Brand Defense (SERPS)
      Development
      • Process Efficiency
      • 22. Usability Groups
      • 23. Opportunity Creation
      Investment
      Communication
      • Reputation influence
      • 28. Crisis Response
      • 29. PR and Exposure
      Retention
      • Customer Service
      • 30. Long Term Revenue
      • 31. Client Education
      Marketing
      • Differentiation
      • 32. Network Growth
      • 33. Earned Media
    • BUT WAIT, HOW ABOUT MAKING BUSINESS PERSONAL AGAIN ?
    • 34. SOCIAL MEDIA CHANNEL
      Financial
      Digital Presence
      • Link Building (SEO)
      • 37. Organic Traffic
      • 38. Brand Defense (SERPS)
      Development
      • Process Efficiency
      • 39. Usability Groups
      • 40. Opportunity Creation
      Investment
      Communication
      • Reputation influence
      • 45. Crisis Response
      • 46. PR and Exposure
      Retention
      • Customer Service
      • 47. Long Term Revenue
      • 48. Client Education
      Marketing
      • Differentiation
      • 49. Network Growth
      • 50. Earned Media
    • INDIVIDUAL DATA FOOTPRINT
      EXPOSURE CHANNELS
      INFLUENCE NETWORKS
      INTEREST TOPICS
      (NEW CONNECTIONS)
    • 51. SOCIAL MEDIA ROI PROCESS
      Financial
      Digital Presence
      • Link Building (SEO)
      • 54. Organic Traffic
      • 55. Brand Defense (SERPS)
      Development
      • Process Efficiency
      • 56. Usability Groups
      • 57. Opportunity Creation
      Communication
      • Reputation influence
      • 58. Crisis Response
      • 59. PR and Exposure
      Retention
      • Customer Service
      • 60. Long Term Revenue
      • 61. Client Education
      Marketing
      • Differentiation
      • 62. Network Growth
      • 63. Earned Media
    • http://loichay.tumblr.com/post/178728159/10-levels-of-intimacy-in-todays-communication
    • 64. 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…
    • 65. TRADITIONAL FUNNEL
    • 66. SOCIAL MEDIA FUNNEL
      INTERACTION
      INTERACTION
      INTERACTION
      INTERACTION
      INTERACTION
      INTERACTION
      INTERACTION
      SOCIAL MEDIA
    • 67. ENTERPRISE EXAMPLE: ONLINE PIPELINE VALUE
      $30,000 Campaign
      $3.00 PER VISIT
      $300 PER INQUIRY
      $1200 PER LEAD
      $12000 PER CLIENT
    • 68. ENTERPRISE EXAMPLE: SOCIAL MEDIA VALUE
      $12000 PER CLIENT
      $1200 PER LEAD
      $300 PER INQUIRY
      $3.00 PER VISIT
      $30,000 POTENTIAL RETURN
    • 69. Models and tools for improvingthe funnel.
    • 70. 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
    • 71.
    • 72. WOULDN’T IT BE NICE TO INCLUDEALL THE INDIVIDUALS, TEAMS, BUDGETS, AND INSIGHTS TO SUPPORT THE END GOAL… OF CREATING A BETTER PROCESS?
    • 73.
    • 74.
    • 75. What about some actionable tools?
    • 76. FireFox - WebMynd
    • 77. Finding Conversations- SocialMention
    • 78. Web Users - Addictomatic
    • 79. Outreach & Profiling - 123people.com
    • 80. This presentation available @
      slideshare.net/123socialmedia
    • 81. Thank You, Questions Please.
      SYNDICATED
      OPPORTUNITY
      REACH
      OWNED
      BOUGHT
      EARNED
      CONTROL
      RISK
      Barry Hurd123SocialMedia.comhttp://twitter.com/123socialmedia