Building a social presence for ROI
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Building a social presence for ROI

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Presented by Steven Groves and Teddi Davis at the 2011 RetailNow Conference at the Dolphin in Walt Disney World / Orlando Florida. #RetailNOW is presented by the Retail Solutions Providers ...

Presented by Steven Groves and Teddi Davis at the 2011 RetailNow Conference at the Dolphin in Walt Disney World / Orlando Florida. #RetailNOW is presented by the Retail Solutions Providers Association (RSPA).

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    Building a social presence for ROI Building a social presence for ROI Presentation Transcript

    • Building a Social Presence for ROI
      Teddi Davis / VP Marketing
      Steven Groves / Online and Social Strategist
    • is YourCenter for Industry Education
    • Agenda
      Social Marketing ROI Basics
      Strategic Elements of Marketing in Social Media
      Practical Next Steps
    • 900M active Facebook users,
      5B cans of Coke-a-Cola every day (~20%)
      78% of all Americans use a social network and
      Nearly 25% of all online time is spent on social networks
      B2B, B2C, Friends and family
      Your customers are there. 
      They are talking about you
      73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011
      Is social relevant?
      This Social Media thing is
      just a fad – no need to
      really pay attention
    • #1 is
      How do I measure the effect SMM has on my business?
      What is the ROI of marketing?
      Why SMM held out?
      #2 is
      How do I integrate &manage all my SMM activity?
      Top Questions for Online Marketers?
      *2011 Social Marketing Industry Study / Social Media Examiner
    • Changing Audience
      Transactional
      Based on transaction
      Relationship
      Based on lifetime
      Conversational
      Based on engagement
      Not bound to geography or time
    • Fail Fast, Fail Often
      Learn your market
      Listen
      Several levels
      Develop, produce, deploy
      Monitor stats
      Evaluate, improve, re-deploy
      Monitor again
      Engagement, content and context
      The good,the bad and the ugly
    • Building ROI into Marketing
      Social or Traditional Marketing
      ‘I’ in ROI = Investment
      Less than 1% of all marketing is measured
      Planning to show results
      The Purchase Funnel
      What can you expect?
      What kind of return are you looking for?
      Awareness
      Consideration
      Purchase Intent
      Purchase
      Loyalty
    • What’s Measureable
      KPIs
      Friends, followers, posts,
      Engagement
      Traffic to the main site
      Path of engagement
      Last Touch Attribution (LTA) is just one measure
      Focus over time
      Awareness to inquiry
      Inquiry to interest
      Interest to purchase
      Purchase to advocacy
    • Paid media
      Buy an ad
      Search Engine Marketing (SEM)
      Social Network Marketing (SNM)
      Send to O&O
      Earned media
      Earn commentary & engagement
      Social Network, blog, micro-blog
      Enhance search engine positioning
      Send to O&O
      Owned & Operated (O&O) media
      Conversion
      Optimizing the relationship
      3 Media Networks
    • Common Elements
      Content Basics
      Eyes, ears constrained
      Text, pictures / images, audio / video
      Tactics / Tools
      Blog
      Micro-blog
      Social network
      Supporting Sites
      Video streaming
      Audio / podcast
      Pictures / image hosting
    • Call to Actions
      Traditional andOnline
      Call
      Ink on dead trees
      Snail mail = postcard, newsletter
      Digital
      Follow
      Join
      Like
      Recommend
      Drive to O&O
    • Plan to track results
      ROI = $ or education leading to $$
      Architect Social Presence
      Paid, Earned and O&O media
      O&O is the destination site
      ‘Call-to-Action’ abundance
      Listen
      Conversation Hierarchy
      Industry, Category, Product & Brand
      Company, key personnel
      Competitors
      Content
      Presented in context
      Your Takeaways
    • Teddi Davis @TeddiD
      Steven Groves @StevenGroves
      Questions?Thank You!
      +1 303-586-1130
      www.ProfitStreams.com
      Facebook: Facebook.com/ProfitStreams
      Twitter: @TheProfitStream #CLM