November 9, 2011
Social Media isStill a Frontier
You Are Unique
3 Stages of the Social Media         ROI Cycle           http://www.slideshare.net/colleencar/increasing-social-media-roi-...
Stage 1: Launch                                                                    50% of                                 ...
Stage 2: Management                                                                       40% of                          ...
Stage 3: Optimization                                                                        10% of                       ...
A Little History… 1990 to 1999        2000 to 2010                                      8
Social Media Today                    Publish                    Publish            MMO               Share  Social  Apps ...
Outbound vs. Inbound Marketing Outbound Marketing   Inbound Marketing                                          10
Because…76% of people think advertisers LIE
Most Trusted Advertising1. Recommendations from “friends”2. Other people’s opinions online3. Company websites4. Editorial ...
Adopting Social Media Strategies    Measuring ROIFully Developed Strategy  Have a Social Media         Policy    Social Me...
There Are Many Qualitative Benefits Loyalty Trust Passion Interaction                     But…how do Brand Awareness ...
Think of Social Media as an   Integrated Ingredient                 Channels      Search                                  ...
Must Be Organizationally in DNA
Integrate Social Media into Your          Cultural DNA                    Content                 Blogs, Videos, white    ...
New Marketing Paradigm…      a Mindset Shift                   Relationship /Content Strategy                   Engagement...
Content StrategyPersona            Content            StrategyKeywords                       21
What is Content Marketing?       http://en.wikipedia.org/wiki/Content_marketingContent marketing is an umbrella termencomp...
What is Content Marketing?                             23
What is Content Marketing?                             24
Content is YourMarketing Foundation
Content is Your Currency!
Your Content Can Spread Online                                                  Re-                                     Tw...
Focus on the  audience
The 3 E’s of Content…          EntertainEducate                Enlighten          Engagement
Understand Your Target Audience                     Focus your                     content on                     “them”
Decision           Influencers   Promoters   End-usersMakers
Indentify Their Wants and Needs
1. Identify the “personas” of your target audience.                        35
2. Develop content that speaks to the pain points of each of your target personas.                  36
3. Identifythe sourcesof content inyourorganization.                37
4. Develop content for each stage of your customer’s      lifecycle.                     38
5. Create an editorial calendar of       your content plan.                                     39
6. Assign content production responsibilities to as many     people as possible.                     Customer Sales   Mark...
7. Marketing department is traffic coordinator, not producer of all            content.                                   ...
8. Develop a diversified portfolio ofcontent across different media andformats.                                        42
9. Leveragesocial media ascommunicationandengagementchannels foryour content.                  43
10. Define many success metrics andmeasure them to gauge impact ofyour content strategy.                                  44
11. C Level support is a must forresource allocation & alignmenton success metrics.                              45
12. Produce content thathas a measurable impacton sales to align withcorporate goals.                           46
13. Focus on educational content, not   on sales-centric content (3 E’s).                                    47
14. Be willingto experiment with content.                 48
15. Study content marketing in andoutside your industry for new ideas.                                   49
Skills Needed? SME Listening Writing Story-telling Authentic Responsive Analytical                               50
Measuring Results        Trust,      Authority,        Leads         CTAs      Engagement       Sharing/S         ocial   ...
Define Relevant Success MetricsQuantitative       Qualitative  Sales             Sentiment  New leads         Loyalty ...
Measure Brand Search Findings         Brand      Social media    Influencer content      Non-relevant
Measure Website Traffic Sources                        Blog referral traffic                   was 508 visits*          (d...
Measure Leads: Organic Search
Measure Leads: Social Media
Measurement Goals 2011
100 Ways to Measure Social Mediahttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
100 Ways to Measure Social Mediahttp://www.tourismusdesign.com/wp-content/uploads/100-ways-to-measure-social-media-540x200...
ROI of Social Media Summary       Have a strategy
ROI of Social Media Summary     Know your customer
ROI of Social Media Summary        Measure KPIs
ROI of Social Media Summary    Make it a family affair
ROI of Social Media Summary   Invest in the right tools
Facebook
Twitter
LinkedIn
Google+
YouTube
Be A Magnet              70
More conversation…Bernie Borgesbernie@findandconvert.com            Twitter: http://twitter.com/berniebay727-234-0952 ext....
ROI of Social Media November 2011
ROI of Social Media November 2011
ROI of Social Media November 2011
ROI of Social Media November 2011
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ROI of Social Media November 2011

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If you want ROI in your social media efforts, you need a content strategy.

Bernie Borges provides a 15 step plan to organize, execute and measure a digital strategy through a content strategy, using social media.

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  • http://mashable.com/2011/03/03/social-media-roi-cycle/
  • http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
  • Traditional Marketing Venues
  • direct(direct) / (none)Searchgoogle / organicSearchsearch / organicSearchbing / organicSearchyahoo / organicPPCgoogle / cpcPPCgoogleads.g.doubleclick.net / referralPPCGoogle / AdwordsCampaignmkto-a0047.com / referralCampaignmicrosoft / adcenterCampaignl1.dnpns.com / referralCampaignl2.dnpns.com / referralCampaignIT+Toolkit / BannerCampaignapp.marketo.com / referralCampaignrt8848.tv / referralKaseyacommunity.kaseya.com / referralKaseyaitcenter.kaseya.net / referralKaseyakaseya.nl / referralKaseyakaseya.cn / referralgoogle.com / referralhbk777.com / referralgoogle.co.in / referralBlog Contentblog.kaseya.com / referralSocial Medialinkedin.com / referralSocial Mediafacebook.com / referral
  • As you can see in this chart, we worked with this IT Productivity Software client a couple of years ago. Prior to September 2008, HubSpot was not in place, therefore there was no simple way to track organic leads correlating to our SEO plan. Starting in September 2008 HubSpot allowed us to track leads. As you can see, organic leads more than tripled from 40 per month to about 140 per month.
  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880
  • ROI of Social Media November 2011

    1. 1. November 9, 2011
    2. 2. Social Media isStill a Frontier
    3. 3. You Are Unique
    4. 4. 3 Stages of the Social Media ROI Cycle http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
    5. 5. Stage 1: Launch 50% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
    6. 6. Stage 2: Management 40% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
    7. 7. Stage 3: Optimization 10% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
    8. 8. A Little History… 1990 to 1999  2000 to 2010 8
    9. 9. Social Media Today Publish Publish MMO Share Social Apps / Discuss Games Social Media Social Virtual Net- Worlds works Live Micro- Cast blog Like Stream
    10. 10. Outbound vs. Inbound Marketing Outbound Marketing Inbound Marketing 10
    11. 11. Because…76% of people think advertisers LIE
    12. 12. Most Trusted Advertising1. Recommendations from “friends”2. Other people’s opinions online3. Company websites4. Editorial content5. Brand Sponsorships
    13. 13. Adopting Social Media Strategies Measuring ROIFully Developed Strategy Have a Social Media Policy Social MediaChampioned by Highest LeadershipAt Least One Full-TimeEmployee Dedicated To Social-Media Strategy Heidi Cohen | April 18, 2011 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
    14. 14. There Are Many Qualitative Benefits Loyalty Trust Passion Interaction But…how do Brand Awareness they impact the bottom line???
    15. 15. Think of Social Media as an Integrated Ingredient Channels Search Social Media Jay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing
    16. 16. Must Be Organizationally in DNA
    17. 17. Integrate Social Media into Your Cultural DNA Content Blogs, Videos, white Papers, eBooks Social SEO Media On-page, off- Twitter, page, link LinkedIn, building, analysis Facebook, Forums, Blogs
    18. 18. New Marketing Paradigm… a Mindset Shift Relationship /Content Strategy Engagement 20
    19. 19. Content StrategyPersona Content StrategyKeywords 21
    20. 20. What is Content Marketing? http://en.wikipedia.org/wiki/Content_marketingContent marketing is an umbrella termencompassing all marketing formats that involve thecreation or sharing of content for the purpose ofengaging current and potential consumer bases.Content marketing subscribes to the notion thatdelivering high-quality, relevant and valuableinformation to prospects and customers drivesprofitable consumer action. Content marketing hasbenefits in terms of retaining reader attention andimproving brand loyalty.[1] 22
    21. 21. What is Content Marketing? 23
    22. 22. What is Content Marketing? 24
    23. 23. Content is YourMarketing Foundation
    24. 24. Content is Your Currency!
    25. 25. Your Content Can Spread Online Re- Tweeted tweeted 10 on Twitter Times Share on Facebook Bookmark ed on “Stumble Your blog Upon is published
    26. 26. Focus on the audience
    27. 27. The 3 E’s of Content… EntertainEducate Enlighten Engagement
    28. 28. Understand Your Target Audience Focus your content on “them”
    29. 29. Decision Influencers Promoters End-usersMakers
    30. 30. Indentify Their Wants and Needs
    31. 31. 1. Identify the “personas” of your target audience. 35
    32. 32. 2. Develop content that speaks to the pain points of each of your target personas. 36
    33. 33. 3. Identifythe sourcesof content inyourorganization. 37
    34. 34. 4. Develop content for each stage of your customer’s lifecycle. 38
    35. 35. 5. Create an editorial calendar of your content plan. 39
    36. 36. 6. Assign content production responsibilities to as many people as possible. Customer Sales Marketing Editorial Service 40
    37. 37. 7. Marketing department is traffic coordinator, not producer of all content. 41
    38. 38. 8. Develop a diversified portfolio ofcontent across different media andformats. 42
    39. 39. 9. Leveragesocial media ascommunicationandengagementchannels foryour content. 43
    40. 40. 10. Define many success metrics andmeasure them to gauge impact ofyour content strategy. 44
    41. 41. 11. C Level support is a must forresource allocation & alignmenton success metrics. 45
    42. 42. 12. Produce content thathas a measurable impacton sales to align withcorporate goals. 46
    43. 43. 13. Focus on educational content, not on sales-centric content (3 E’s). 47
    44. 44. 14. Be willingto experiment with content. 48
    45. 45. 15. Study content marketing in andoutside your industry for new ideas. 49
    46. 46. Skills Needed? SME Listening Writing Story-telling Authentic Responsive Analytical 50
    47. 47. Measuring Results Trust, Authority, Leads CTAs Engagement Sharing/S ocial Networks Content
    48. 48. Define Relevant Success MetricsQuantitative Qualitative  Sales  Sentiment  New leads  Loyalty  New qualified  Authority subscribers  Interaction  Reach  Feedback
    49. 49. Measure Brand Search Findings Brand Social media Influencer content Non-relevant
    50. 50. Measure Website Traffic Sources Blog referral traffic was 508 visits* (down 7% from September) *less than 1% of website traffic in September even though in top 25 sources October 2011 54
    51. 51. Measure Leads: Organic Search
    52. 52. Measure Leads: Social Media
    53. 53. Measurement Goals 2011
    54. 54. 100 Ways to Measure Social Mediahttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
    55. 55. 100 Ways to Measure Social Mediahttp://www.tourismusdesign.com/wp-content/uploads/100-ways-to-measure-social-media-540x200.jpg
    56. 56. ROI of Social Media Summary Have a strategy
    57. 57. ROI of Social Media Summary Know your customer
    58. 58. ROI of Social Media Summary Measure KPIs
    59. 59. ROI of Social Media Summary Make it a family affair
    60. 60. ROI of Social Media Summary Invest in the right tools
    61. 61. Facebook
    62. 62. Twitter
    63. 63. LinkedIn
    64. 64. Google+
    65. 65. YouTube
    66. 66. Be A Magnet 70
    67. 67. More conversation…Bernie Borgesbernie@findandconvert.com Twitter: http://twitter.com/berniebay727-234-0952 ext. 1001 LinkedIn:Websites: http://www.linkedin.com/in/berniebor geshttp://www.findandconvert.com Facebook:http://www.bernieborges.com http://www.facebook.com/findandconBlogs: verthttp://www.findandconvert.com/blog Google+http://www.bernieborges.com/blog gplus.to/BernieBorges
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