Relationship marketing to social media roi

relationship marketing to social media ROI by chris hall

overview in a world where everybody is selling something on-line, an advantage can be gained by using social media to befriend connected influencers around topics of interest in order for this to work, connected influencers must be identified within the topic areas that discovery relate to product offerings once found, building relationships means finding common interests, both in and outside of work, and using them to connect on a relationships personal level when these relationships have been built, it is easier to spread messages to highly targeted conversation audiences through social media channels increased, targeted traffic leads to increased sales which can be tied directly back to the effort involved in locating, building and roi maintaining relationships with connected influencers

discovery

analyze connections and information flow within each topic network, then build relationships with information hubs connected influencers social media monitoring scours the internets for people talking about specific topics add all of the sites returned to a list that you will perform more specific searches this works well for brands with unique names, against (e.g. exergames) but does not work for keywords without boolean operators and a lot of effort the problem is context - keywords can be used on-line in many different ways start by searching site descriptions and tags across the internet for broad if you want to discover connected influencers keywords (e.g. health) with a tool like around keywords instead of product names, social radar then you must start with a general topic category and gradually get more specific

relationships

On-Line Friendship Power Curve relationship marketing establishing real relationships increases the probability of your message being spread Effort across a topic network connecting via social channels on both work and non-work related issues while moving the conversation to traditional over the phone / face-to-face encounters is the best way to start Get Attention Build Rapport Maintain Relationship to form real relationships with social media Time social tools make it easy to communicate with people on-line, following a methodology makes the process of engaging with connected Relationship Building Bell Curve influencers repeatable and reportable Budgeted Time (hours) Discovery Relationship Building Activation Project Timeline (weeks)

conversation

social measurment after establishing relationships with connected influencers, there are two metrics to monitor: What is your reach and penetration within a conversation about a given topic? social reach tells you how far your message has been spread throughout the topic network conversation penetration shows you how much people are talking about you when they talk about the given topic connecting these metrics with site visits and conversion rates will allow you to put a dollar figure around the relationships you’ve fostered CONVERSATION

sales funnel if getting people to talk about you and your products on the social web is goal number one then sales conversions on your site is goal number two nothing new here – having a landing page with a distinct call to action and measuring clicks and conversions will tell you how effective the page is at selling your product analytics tools that show where people are coming from when they visit the landing page landing page clicks ultimately show how effective each relationship is at driving traffic leading to sales call to action clicks sales

process flow

x bloggers identify the top connected blogs/bloggers within each topic category identified feed blogs/bloggers into google reader social media ROI x connections and a twitter list - spend 30 minutes per time is of the essence when launching a new day connecting with them on business product, therefore key relationships should be and non-business related topics made throughout the product development cycle so that they may be activated at/around product launch activate the blogs/bloggers, that you now the questions that we’re attempting to answer x posts / tweets have relationships with, around an event here are: or product launch – monitor conversation reach and penetration who should be sought after to build social media relationships with so that word will spread? reach how can these relationships be tracked so that ROI can be calculated? as the news get’s picked up, a x unique visits purposefully built landing page will track the traffic and traffic sources coming in understanding how many people come x unique visits into the landing page and where they are coming from shows conversions from relationship building efforts x sales number of on-line sales allows for the calculation of social media ROI

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Relationship marketing to social media roi

by Chris Hall on Jun 11, 2010

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Relationship marketing to social media roi — Presentation Transcript