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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  • 1. Building a Social Presence for ROI
    Teddi Davis / VP Marketing
    Steven Groves / Online and Social Strategist
  • 2. is YourCenter for Industry Education
  • 3. Agenda
    Social Marketing ROI Basics
    Strategic Elements of Marketing in Social Media
    Practical Next Steps
  • 4. 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
  • 5. #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
  • 6. Changing Audience
    Transactional
    Based on transaction
    Relationship
    Based on lifetime
    Conversational
    Based on engagement
    Not bound to geography or time
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Call to Actions
    Traditional andOnline
    Call
    Ink on dead trees
    Snail mail = postcard, newsletter
    Digital
    Follow
    Join
    Like
    Recommend
    Drive to O&O
  • 13. 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
  • 14. Teddi Davis @TeddiD
    Steven Groves @StevenGroves
    Questions?Thank You!
    +1 303-586-1130
    www.ProfitStreams.com
    Facebook: Facebook.com/ProfitStreams
    Twitter: @TheProfitStream #CLM