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I'm on Facebook. Now what?

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AMA-Madison welcomes Ann Dalee and Peter Raisch of Kennedy Communication, a Madison based Integrated Marketing Agency....

AMA-Madison welcomes Ann Dalee and Peter Raisch of Kennedy Communication, a Madison based Integrated Marketing Agency.

Ann and and Peter will talk through the evolution of social media and its different ROIs for businesses and organizations.

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    I'm on Facebook. Now what? I'm on Facebook. Now what? Presentation Transcript

    • I am on Facebook. Now what? AMA Madison Chapter May 2011 Presented by Ann Dalee and Peter Raisch
    • Why?
    •  
    • The Consumer Battlefield A social media analogy
    • Direct Mail
    • Newspaper ads
    • TV Ads
    • Radio Ads
    • Web site
    • Force Multiplier: Spy
    • Force Multiplier: SEALs
    • What’s the mission?
      • Digital ROI
        • Clicks to the website, boost traffic, social authority
      • Brand ROI
        • Impressions and public relations
      • Customer Service and Support
        • Answer questions, be the lightening rod
      • Lead Generation ROI
        • Actual names, email address and phone numbers that salespeople can act upon
    • Why Other People Do It
    • How a 75-year-old brand is making money off of Facebook….
    • As unsexy as it gets. Result of Hard Water on a Water Heater
    • How the mission changed…
    • Changing the Strategy
    • Call to Action Funnel Registration or Buying Process
    • Targeted Facebook Ads Reach Your Target Customers Choose audience by location, age, interests & more Deepen Your Relationships Advertising on Facebook is about initiating and fostering relationships
    • Why the change? Low time on site Huge bounce rate
    • Before the change
    • After the change
    • System-wide Lead Cost
      • Before:
      • January: $2,384
      • After:
      • April: $398
    • But what if don’t want leads…
    • How Should I Measure This?
    • Brand ROI
    • One Market
      • Overall marketing budget:
      • April: $8,556
      • Spent on Social Media:
      • April: $274
      • ( 3.2% of budget ; Google 6.4%)
    • Costs
      • Cost per lead:
      • April: Facebook: $160
      • Google Marketing: $183
      • Cost per (social) thousand:
      • April: Via Likers: $12.50
      • Compared to a client who just brand builds: Via Likers: $8
    • Trends and Benchmarks
    • Real World Takeaways
      • Social media should not work on a vaccuum.
      • Define your goal.
      • If you do not measure it, you cannot control it.
      • Don’t be afraid to evolve your ROI vision.
      Or let anyone else define your ROI….
    • Questions?