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ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
ROI of Twitter
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ROI of Twitter

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  1. The ROI of Twitter By Danielle Glick @SocialMediaDFW @Dallas_Foodie
  2. Get Social NOW <ul><li>Hashtag #TwitterROI to: </li></ul><ul><li>Check in to this panel </li></ul><ul><li>Share tips on Twitter </li></ul><ul><li>Tweet questions </li></ul><ul><li>Tweet feedback @SocialMediaDFW </li></ul>
  3. Topics <ul><li>First, some context </li></ul><ul><li>The ROI Gap </li></ul><ul><li>The dollar value </li></ul><ul><li>Link tracking </li></ul><ul><li>Twitter promotions </li></ul><ul><li>Influencers </li></ul><ul><li>Lead generation </li></ul>
  4. First, some context
  5. Where I’m Coming From <ul><li>Social Media Director & Owner of DGdesign LLC </li></ul><ul><ul><li>Social media marketing, strategy, training </li></ul></ul><ul><ul><li>B2C clients </li></ul></ul><ul><ul><li>Small-medium businesses, small budgets </li></ul></ul><ul><ul><li>Online companies and brick-n-mortor stores </li></ul></ul>
  6. Do you have similar clients? RAISE YO PAWZ Image courtesy flickr.com/photos/cgandolfo
  7. The ROI Gap
  8. The Value of Social Media <ul><li>Creates intent to buy </li></ul><ul><ul><li>Educate consumers </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Keep your brand top-of-mind </li></ul></ul><ul><li>Drives traffic to a purchase point </li></ul><ul><ul><li>Generate leads and referrals </li></ul></ul><ul><ul><li>Get people to your web site/store </li></ul></ul>
  9. The Gap <ul><li>Social media does NOT finalize the sale </li></ul><ul><li>Gap factors that determine final sale: </li></ul><ul><ul><li>Web: Usability, design, content </li></ul></ul><ul><ul><li>In store: sales person, store layout </li></ul></ul>
  10. Translated into Biz Terms <ul><li>Social media: </li></ul><ul><li>Increases short-term sales </li></ul><ul><li>Creates long-term brand loyalists </li></ul><ul><li>Makes it easier for consumers to make referrals </li></ul><ul><li>Resolves customer service issues </li></ul>
  11. $ The Dollar Value $
  12. 2 Numbers to Calculate <ul><li>Value of one customer </li></ul><ul><li>Cost of other customer service channels </li></ul>Image courtesy aatomsmith.typepad.com
  13. The Short Value of One <ul><li>Calculate: average sale per per unit of incoming traffic </li></ul><ul><ul><li>“Traffic” can be web hits or people walking in the door </li></ul></ul><ul><li>Example: for every 100 unique hits, you get one $50 checkout </li></ul><ul><ul><li>100 hits ÷ $50 = $2 per unit of traffic </li></ul></ul>
  14. The Long Value of One <ul><li>Calculate: average lifetime value of a customer </li></ul><ul><li>Example: customer who bought $50 buys 20 times in their lifetime </li></ul><ul><ul><li>$50 x 20= $1000 </li></ul></ul><ul><ul><li>Customer tweets about you, drives 6 new customer referrals just like themselves </li></ul></ul><ul><ul><ul><li>6 x $1000 = $6000 lifetime value </li></ul></ul></ul>
  15. Value of Customer Service <ul><li>How much does a CSR cost on the phone, email, web chat vs. Twitter? </li></ul><ul><ul><li>Appx. $3-18 per call </li></ul></ul><ul><li>What is the hidden value of customers more willing to tweet than call? </li></ul><ul><ul><li>More small problems get resolved </li></ul></ul><ul><ul><li>Happier customers </li></ul></ul>
  16. Link Tracking
  17. 3 Things You Need to Know Images courtesy bit.ly Social interactions Traffic sources Total clicks
  18. Link Tracking Services <ul><li>Use a shortener AND stat tracking service for every link: </li></ul><ul><ul><li>Bit.ly </li></ul></ul><ul><ul><li>Ow.ly/Ht.ly </li></ul></ul><ul><ul><li>And others </li></ul></ul><ul><li>Use Google Analytics to see where users click once they arrive </li></ul>
  19. Twitter Promotions
  20. Twitter Promotion Ideas <ul><li>Anything exclusive to Twitter or with a code is trackable for Twitter ROI </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Discounts </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Contests </li></ul></ul>
  21. Real Examples Images courtesy DGdesign LLC
  22. Influencers
  23. Identify Your Influencers <ul><li>Klout.com </li></ul><ul><ul><li>Score </li></ul></ul><ul><ul><li>Topics </li></ul></ul><ul><ul><li>Lists </li></ul></ul><ul><li>Twitter suggestions and search </li></ul><ul><li>Guerilla techniques: follow your web </li></ul>
  24. How to Engage Influencers <ul><li>Put them in Twitter lists and monitor </li></ul><ul><li>Reply and RT them </li></ul><ul><li>Invite them to an exclusive event </li></ul><ul><ul><li>New product/service launch </li></ul></ul><ul><ul><li>Test group for new item </li></ul></ul><ul><ul><li>Free product/service night </li></ul></ul><ul><ul><li>Judge a competition </li></ul></ul>
  25. Lead Generation
  26. Set Up a Listening Station <ul><li>Listen for key words about your industry/products/service </li></ul><ul><ul><li>Research SEO key phrases </li></ul></ul><ul><li>Reply to these tweets </li></ul><ul><li>Can be time-consuming </li></ul><ul><ul><li>Calculate lead/sale and referral impact </li></ul></ul>
  27. What should you do next?
  28. Track Your Traffic <ul><li>Google Analytics </li></ul><ul><li>Ask “How did you hear about us?” </li></ul><ul><li>Code redemptions </li></ul><ul><li>Promo traffic </li></ul><ul><li>Event attendance </li></ul><ul><li>Contest entries </li></ul>
  29. Take Action Today <ul><li>Calculate your short and long values </li></ul><ul><li>Set up a link tracker </li></ul><ul><li>Create Twitter promotions </li></ul><ul><li>Find and engage influencers </li></ul><ul><li>Listen for leads </li></ul><ul><li>Track your traffic </li></ul>
  30. Connect With Me <ul><li>Slideshare.net/DGdesign </li></ul><ul><li>Tweet @SocialMediaDFW </li></ul><ul><li>Come up and ask me questions </li></ul><ul><li>Get my business card, scan with your phone: </li></ul>Scan with i-nigma app

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