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ROI of Social Media – how to measure the right things to drive your marketing strategies
 

ROI of Social Media – how to measure the right things to drive your marketing strategies

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SoCon11 break-out session with Guy Powell of DemandROMI.

SoCon11 break-out session with Guy Powell of DemandROMI.

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    ROI of Social Media – how to measure the right things to drive your marketing strategies ROI of Social Media – how to measure the right things to drive your marketing strategies Presentation Transcript

    • Social Marketing Strategy and ROI
      ROI of Social Media – how to measure the right things to drive your integrated traditional and social media marketing strategies
      1
    • How does your marketing strategy differ from your social marketing strategy?
      2
    • Social media and marketing
      3
      Social media
      Customer support
      Marketing engagement
      stakeholders
    • Consumer decision model: Putting it all together
      Jkl;jkl;
      4
      Purchase funnel
      Relevance
      Market utility
      Price
      Probability of choosing an item
    • Case study: “Will it blend?”
      > 9M downloads on YouTube
      Incremental revenue – 500% increase in sales on initial $50USD investment
      Question:
      Who are the influencers?
      Source: http://www.youtube.com/blendtec#p/a/082908F9B9B1533E/0/qg1ckCkm8YI
      5
    • Who connects to whom?
      6
      Distribution partners
      Competitors
      Partners
      Other stakeholders
    • Media Engagement Framework
      7
      Segmentation
      / Personas
      Consumers
      Individuals
      Influencers
      Awareness
      Awareness
      Reputation
      Competitive
      Set
      Consideration
      Brands
      Time
      Endorsement Share
      Brand Image
      Community Engagement
      Funnel
      Consumer Purchase
      Funnel
      Influencer Endorsement
      Funnel
      Reach
      Frequency
      Quality
      Purchase
      Measurement
      Framework
      Purchase intent
      Subscription
      Conversation
      Consumption
      Follow Count
      / Profile
      Content
      Timing
      Loyalty
      Invitation
    • Advocacy v. influence
      How does advocacy differ from influence?
      8
      Positive or negative
      Persuasive value
    • Social Media Tenets
      Social media is the new primary component of corporate communications with all stakeholders and is an equal with traditional, PR and other media channels. It is one of many media channels that needs to be fully integrated into the media mix
      Social media has two key components outbound marketing messagingand inbound customer service engagement.
      Engagement must take place with the right individual in the company at the right time in order to provide its full benefit.
      Social media is made up of many individual channels that must be treated as an integrated, bidirectional communications channel.
      9
    • Social media is opt-in, destination oriented
      Interruptive
      Traditional media
      Generally, not opt-in:
      TV
      Billboards (OOH)
      Destination media
      Search (for specific product/service solution)
      Search terms are actively sought
      Social
      Membership and viewing of a community or SM post is opt-in
      Reviews are actively searched for
      10
    • Influencer stratification
      Consumer related: Those speaking primarily to consumers, brand agnostic – e.g., ClarkHoward.com
      Category related: Grow and justify the category – important for new innovation – e.g., Forrester analyst
      Brand related: (own and competitive) – Ashton Kutcher’s Nikon Coolpix
      Channel related: Drive volume in a particular class of trade - Elevenmoms
      External factors: Affect the category volume - Bill O’reilly and French wine boycott
      11
    • 12
      Questions?
      Thank you
      Guy R. Powell – gpowell@DemandROMI.com
      Community: ROIofSocialMedia.com
      Facebook: www.Facebook.com/ROIofSocialMedia
      Twitter: @ROISocialMedia #ROISM
      DemandROMI
      Prove and improve your marketing effectiveness
      +1 404-816-4344
      www.DemandROMI.com