Social Marketing Strategy and ROI<br />ROI of Social Media – how to measure the right things to drive your integrated trad...
How does your marketing strategy differ from your social marketing strategy?<br />2<br />
Social media and marketing<br />3<br />Social media<br />Customer support<br />Marketing engagement<br />stakeholders<br />
Consumer decision model:  Putting it all together<br />Jkl;jkl;<br />4<br />Purchase funnel<br />Relevance<br />Market uti...
Case study:  “Will it blend?”<br />> 9M downloads on YouTube<br />Incremental revenue – 500% increase in sales on initial ...
Who connects to whom?<br />6<br />Distribution partners<br />Competitors<br />Partners<br />Other stakeholders<br />
Media Engagement Framework<br />7<br />Segmentation<br /> / Personas<br />Consumers<br />Individuals<br />Influencers<br /...
Advocacy v. influence<br />How does advocacy differ from influence?<br />8<br />Positive or negative<br />Persuasive value...
Social Media Tenets<br />Social media is the new primary component of corporate communications with all stakeholders and i...
Social media is opt-in, destination oriented<br />Interruptive<br />Traditional media<br />Generally, not opt-in:<br />TV<...
Influencer stratification<br />Consumer related: Those speaking primarily to consumers, brand agnostic – e.g., ClarkHoward...
12<br />Questions?<br />Thank you<br />Guy R. Powell – gpowell@DemandROMI.com<br />Community:  ROIofSocialMedia.com<br />F...
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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.

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

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