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

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

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

by Center for Sustainable Journalism at Kennesaw State University on Feb 07, 2011

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