I'm on Facebook. Now what?

1,063 views
991 views

Published on

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.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,063
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

I'm on Facebook. Now what?

  1. 1. I am on Facebook. Now what? AMA Madison Chapter May 2011 Presented by Ann Dalee and Peter Raisch
  2. 2. Why?
  3. 4. The Consumer Battlefield A social media analogy
  4. 5. Direct Mail
  5. 6. Newspaper ads
  6. 7. TV Ads
  7. 8. Radio Ads
  8. 9. Web site
  9. 10. Force Multiplier: Spy
  10. 11. Force Multiplier: SEALs
  11. 12. What’s the mission? <ul><li>Digital ROI </li></ul><ul><ul><li>Clicks to the website, boost traffic, social authority </li></ul></ul><ul><li>Brand ROI </li></ul><ul><ul><li>Impressions and public relations </li></ul></ul><ul><li>Customer Service and Support </li></ul><ul><ul><li>Answer questions, be the lightening rod </li></ul></ul><ul><li>Lead Generation ROI </li></ul><ul><ul><li>Actual names, email address and phone numbers that salespeople can act upon </li></ul></ul>
  12. 13. Why Other People Do It
  13. 14. How a 75-year-old brand is making money off of Facebook….
  14. 15. As unsexy as it gets. Result of Hard Water on a Water Heater
  15. 16. How the mission changed…
  16. 17. Changing the Strategy
  17. 18. Call to Action Funnel Registration or Buying Process
  18. 19. 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
  19. 20. Why the change? Low time on site Huge bounce rate
  20. 21. Before the change
  21. 22. After the change
  22. 23. System-wide Lead Cost <ul><li>Before: </li></ul><ul><li>January: $2,384 </li></ul><ul><li>After: </li></ul><ul><li>April: $398 </li></ul>
  23. 24. But what if don’t want leads…
  24. 25. How Should I Measure This?
  25. 26. Brand ROI
  26. 27. One Market <ul><li>Overall marketing budget: </li></ul><ul><li>April: $8,556 </li></ul><ul><li>Spent on Social Media: </li></ul><ul><li>April: $274 </li></ul><ul><li>( 3.2% of budget ; Google 6.4%) </li></ul>
  27. 28. Costs <ul><li>Cost per lead: </li></ul><ul><li>April: Facebook: $160 </li></ul><ul><li>Google Marketing: $183 </li></ul><ul><li>Cost per (social) thousand: </li></ul><ul><li>April: Via Likers: $12.50 </li></ul><ul><li>Compared to a client who just brand builds: Via Likers: $8 </li></ul>
  28. 29. Trends and Benchmarks
  29. 30. Real World Takeaways <ul><li>Social media should not work on a vaccuum. </li></ul><ul><li>Define your goal. </li></ul><ul><li>If you do not measure it, you cannot control it. </li></ul>
  30. 31. <ul><li>Don’t be afraid to evolve your ROI vision. </li></ul>Or let anyone else define your ROI….
  31. 32. Questions?

×