SMPS 012011

  • 207 views
Uploaded on

Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI

Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
207
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Social Media:Maturing from Explorative Steps toLead Generation Engine with ROIJanuary 20, 2011 © 2010 Canyon Communications, Inc. All Rights Reserved
  • 2. Digital Marketing• Web presence + – E-mail marketing – Blog – Social Media – PR• Integrated – branding & messaging• Relevant – Personalized & granular• Engagement• ROI+ROA © 2010 Canyon Communications, Inc. All Rights Reserved
  • 3. Essential Phases of Social Media Integration• Observation – Where is our audience? – What are they saying? – What elicits response?• Preparation – Define value chain• Participation – Respond, refine• Integration © 2010 Canyon Communications, Inc. All Rights Reserved
  • 4. Value Chain ModelUsing specific social media activity, we help primaryaudience accomplish social objective “what” andmake specific process or goal better as measured byrelevant metrics and KPIs which is worth bottom-linebusiness value.• Brand FIRM as thought leaders in Mission Critical Vertical Market Segment• Build market awareness for FIRM• Grow followers of raw leads• Engage and Convert leads to qualified sales prospects• Demonstrate ROI in marketing initiative © 2010 Canyon Communications, Inc. All Rights Reserved
  • 5. Social Media• B2B adoption curve• 93% of B2B buyers start with search• Awareness + engagement• “Free”…like a dog• Selective © 2010 Canyon Communications, Inc. All Rights Reserved
  • 6. Effectiveness© 2010 Canyon Communications, Inc. All Rights Reserved
  • 7. Business Objectives• Brand as thought leaders in specific Market Segment• Build market awareness• Grow followers of raw leads• Engage and Convert leads to qualified sales prospects• Demonstrate ROI © 2010 Canyon Communications, Inc. All Rights Reserved
  • 8. Set Goals• Impressions• People vs. pageviews• Klout, comScore• Cost-per-lead• Conversion metrics• Predictive modeling• ROI © 2010 Canyon Communications, Inc. All Rights Reserved
  • 9. Potential Roadblocks• Resource limitations – Time – Budget – Participation – In-house expertise © 2010 Canyon Communications, Inc. All Rights Reserved
  • 10. Plan for Success• Start manageable & maintainable• Optimize your participation• Grow organically• Identify your critical mass threshold• Focus on the “how”• The “where” is a moving target In 2000 • Yahoo had 67% search market • MySpace was king © 2010 Canyon Communications, Inc. All Rights Reserved
  • 11. Start at Home• Professional associations• Trade publications• Business partners• Clients & prospects• Google alerts Choose an Approach• Content aggregator• Content creation• Hybrid © 2010 Canyon Communications, Inc. All Rights Reserved
  • 12. • 85 million + global members• Leading social media tool for professionals• Optimize your existing presence – Firm – Personal Profile – Customize, personalize – Keyword/phrases• Engagement Portal – Answers – Groups – 2 way communication © 2010 Canyon Communications, Inc. All Rights Reserved
  • 13. • Eroding distinction between email and social media• Mobile trend• Demographics + adoption curve• Market validation• Instantaneous interaction © 2010 Canyon Communications, Inc. All Rights Reserved
  • 14. • Terminology – RT, @, #, DM, Lists• Tools – HootSuite, TweetDeck, CoTweet, BirdHerd – TweetMeme WP plug in allows RT „suggestions‟• Tweet volume peaks during business hours and evening• RTs peak 3pm-midnight• Promoted tweets © 2010 Canyon Communications, Inc. All Rights Reserved
  • 15. • Largest search engine globally• SEO “mojo”• Quantity-quality determinations• Qualifications-based selection influence tbd © 2010 Canyon Communications, Inc. All Rights Reserved
  • 16. • Audience distinctions• Tailor the message accordingly• Value comparison to: – Email subscriber – RSS blog feed subscriber – Twitter follower – Retweet – Comment – Like © 2010 Canyon Communications, Inc. All Rights Reserved
  • 17. Cross Pollenate• Leverage for time savings• Respect the channel „rules‟• Audience distinction © 2010 Canyon Communications, Inc. All Rights Reserved
  • 18. Complementary Tools© 2010 Canyon Communications, Inc. All Rights Reserved
  • 19. Introduction to Canyon• Integrated Marketing Communications• Depth and breadth• Agile and lean• Proven digital expertise• National client base © 2010 Canyon Communications, Inc. All Rights Reserved
  • 20. let‟s connect Dara Schulenberg, Digital Strategy Manager 480.213.0482 dschulenberg@canyoncomm.com http://.b2bfishbowl.com/ http://www.linkedin.com/in/dschulenberg @dschulenberg© 2010 Canyon Communications, Inc. All Rights Reserved