Socon2011 presentation dist
 

Socon2011 presentation dist

on

  • 943 views

Presentation for #Socon11 on the ROI of Social Media . The session was titled:

Presentation for #Socon11 on the ROI of Social Media . The session was titled:

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

#ROISM

Statistics

Views

Total Views
943
Views on SlideShare
930
Embed Views
13

Actions

Likes
1
Downloads
2
Comments
0

2 Embeds 13

http://www.prorelevant.com 8
http://www.linkedin.com 5

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Socon2011 presentation dist Socon2011 presentation dist 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
    #ROISM & #SOCON11
  • 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
  • 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
    10
  • 11
    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