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The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
The Game of ROI in Social Media
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The Game of ROI in Social Media

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As presented at WebCom Montreal on November 16, 2011: The value that businesses, large and small, can achieve from social media is tremendous and includes many components. Measuring that value isn’t …

As presented at WebCom Montreal on November 16, 2011: The value that businesses, large and small, can achieve from social media is tremendous and includes many components. Measuring that value isn’t so tough if you’ve got the right strategy in place. In this interactive session, Jamie Pappas of Pappas Advisors will offer her strategy and tactics for addressing the question of social media ROI at any organization.

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  • 1. webcom Montréal November 2011 © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Jamie Pappas, Principal Pappas Advisors pappasadvisors@gmail.com
  • 2. #webcomMT @JamiePappas Let’s Connect! @JamiePappas Pappas Advisors pappasadvisors.com pappasadvisors@gmail.com www.jamiepappas.com © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. These slides will be available on SlideShare at http://www.slideshare.net/jamiepappas
  • 3. #webcomMT @JamiePappas Me: @JamiePappas WebCom Montreal: @webcomMT #webcomMT © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: http://www.inflectovita.com
  • 4. #webcomMT @JamiePappas © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: amp agency www.ampagency.com
  • 5. #webcomMT @JamiePappas More than 30 billion pieces of information are shared on Facebook per month 51% of consumers are more likely to buy a brand after becoming a fan and 56% are more likely to recommend the brand © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. 50% of Twitter users go online more than once an hour 50% of consumers are more likely to buy a brand after following them and 60% are more likely to recommend the brand Source: 2011 Chadwick Martin Bailey Consumer Pulse Image courtesy of: amp agency www.ampagency.com
  • 6. #webcomMT @JamiePappas LBS Users are Influencers: They are 38% more likely than the average U.S. online adult to say friends and family ask their opinions before making a purchase, and their average household income is about $20,000 higher than non-users © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Social bookmarking sites are responsible for over 31% of the hits to global websites and are an essential piece to any SEO strategy Source: Forrester Blog: “The Data Digest: Who Uses Location-Based Services?” Image courtesy of: amp agency www.ampagency.com
  • 7. #webcomMT @JamiePappas 216 million+ people visit one or more WordPress blogs every month, viewing over 1.5 billion pages of content © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. There are more than 176 million blogs on the Internet, and over 99,000 new blogs are created every 24 hours Source: Quantcast and BlogPulse Image courtesy of: amp agency www.ampagency.com
  • 8. #webcomMT @JamiePappas Social Media isn’t defined by the channels, but rather by the consumer behaviors it enables: To  Communicate   “So  happy  you  found  me   on  Facebook.  Can’t   believe  it’s  been  ten  years   since  we  graduated!”   To  Share   “I  can’t  wait  to  show   Timmy  that  hilarious   YouTube  video”     To  Gain  Status   “I  just  unlocked  the  mayor   badge  at  Waldo’s  Bagels.”   © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: amp agency www.ampagency.com
  • 9. #webcomMT @JamiePappas Social media is not a stand alone tactic, and is not a singular point in time. It should be used as the connective tissue that links all of your outward communication efforts. An integrated social strategy serves to connect people with people and people with content at the right time. © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: amp agency www.ampagency.com
  • 10. #webcomMT @JamiePappas So, what are your goals? •  Understanding and participating in the conversation? •  Listening to and learning from customers and competitors? •  Product research and development? •  Increasing brand and offering awareness? •  Enabling and recognizing brand advocates and evangelists? •  Something else? © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: http://1.bp.blogspot.com
  • 11. #webcomMT @JamiePappas Audience • Who are we trying to reach? • Where are they located? Listening to the Audience • What is our audience talking about? • What is our audience saying about us? © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Conversation • How will we have a conversation? • What value are we providing? • Does anyone care? Tools • What tools meet our goals? • What is our strategy for each social media tool we plan to use? Team • Are we committed long-term to this plan? • What are our teams’ explicit roles? Images courtesy of: https://lh6.googleusercontent.com, http://orrinwoodward.blogharbor.com, http://www.corporate-eye.com, http://www.thunderwolph.com, http://seoyourblog.com
  • 12. #webcomMT @JamiePappas •  Marketing campaigns, news, conferences, product launches •  WOM and sentiment •  Customer service & support •  Sales leads •  Product development & coinnovation •  Product research & usability •  Recruitment & employment brand •  Expertise and influencer chatter © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: http://surveyanalytics.files.wordpress.com
  • 13. #webcomMT @JamiePappas •  Audience: How many people are we talking to? •  Views: How many eyeballs on content? •  Engagement: How many interactions with content? Do people like our content? •  Sentiment: Do people like our brand, products, services, etc? •  Referring Traffic: Are we bringing folks home? •  Share of Voice: How are we stacking up? © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Image courtesy of: http://www.connectioncafe.com
  • 14. #webcomMT @JamiePappas 10.6% Social  Audience   25.1% Social  Views   10.0% Social  Engagement    -­‐          100,000      200,000     Referring Traffic YouTube   6%   LinkedIn   35%   ABC   17%   Facebook   30%   © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved.  300,000      400,000      65,000,000   500,000     Conversational Locations Total Referrers: 12,345 TwiKer   12%   Q4   ‘11 Sept Q3   ‘11 Oct Flickr   0%   80,000,000   100,000,000 Share of Voice Total Mentions: 15,239
  • 15. #webcomMT @JamiePappas You need to monitor or “listen” real-time to understand performance and adjust… Clearly defined goals and KPIs Strategy in support of your goals Engagement & conversation Monitoring real time Measuring over time © Copyright 2012 Jamie J. Pappas & Pappas Advisors. All rights reserved. Images courtesy of: http://www.sopalatina.net

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