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The ROI of Social Media

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An executive summary of social media marketing ROI factors including a 15 step plan. …

An executive summary of social media marketing ROI factors including a 15 step plan.

Delivered by Bernie Borges, CEO of Find and Convert.


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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 venue
  • Traditional Marketing Venues
  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880
  • Transcript

    • 1. Social Media’s Impact on ROI
      August 22, 2011
    • 2. Social Media is Still a Frontier
    • 3. 3 Stages of the Social Media ROI Cycle
      http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
    • 4. Stage 1: Launch
      50% of businesses
      http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
    • 5. Stage 2: Management
      40% of businesses
      http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
    • 6. Stage 3: Optimization
      10% of businesses
      http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106
    • 7. Adopting Social Media Strategies
      Measuring ROI
      Fully Developed Strategy
      Have a Social Media Policy
      Social Media Championed by Highest Leadership
      At Least One Full-Time Employee Dedicated To Social-Media Strategy
      Heidi Cohen  |  April 18, 2011
      http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
    • 8. The Investment-Return Relationship
      $$$
      $$$
      Measure ROI here
      Stefanos Karagos Mar 2011, Explain
      http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi
    • 9. There Are Many Qualitative Benefits
      Loyalty
      Trust
      Passion
      Interaction
      Brand Awareness
      But…how do they impact the bottom line???
    • 10. Don’t think of Social Media as a Tactic
      Jay Baer 2010, convince and Convert
      http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing
    • 11. 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
    • 12. relationships
    • 13. Must Be Organizationally in DNA
    • 14. Integrate Social Media into Your Cultural DNA
    • 15. A Little History…
      2000 to 2010
      15
      1990 to 1999
    • 16. Social Media Today
      Publish
      Publish
      Share
      MMO
      Social Apps / Games
      Discuss
      Social Media
      Virtual Worlds
      Social Net-works
      Live Cast
      Micro-blog
      Like Stream
    • 17. Traditional vs Internet
      Outbound Marketing
      Inbound Marketing
      17
    • 18. Buyers Have Many Filters
      18
    • 19. Because…
      76% of people think advertisers LIE
    • 20. Most Trusted Advertising
      Recommendations from “friends”
      Other people’s opinions online
      Company websites
      Editorial content
      Brand Sponsorships
    • 21. New Marketing Paradigm…a Mindset Shift
      21
      Relationship /
      Engagement
      Content Strategy
    • 22. Content Strategy
      22
    • 23. What is Content Marketing?http://en.wikipedia.org/wiki/Content_marketing
      Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1]
      23
    • 24. What is Content Marketing?
      24
    • 25. What is Content Marketing?
      25
    • 26. It is Your Foundation
    • 27. What Is Content Sharing?
      Wrong kind of lettuce…
    • 28. It Is How Your Content Reach Spreads Across the Web
    • 29. Life Cycle of a Content / Social Media Event
      http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/
    • 30. And Why an Organized Social Media Strategy is Important…http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/
      Unfortunately, as much as 50% of Twitter traffic is still not measureable  and is in direct
      Over 19% of traffic from social media
    • 31. Facebook
      twitter
      Tumblr
      blog
      Flickr
      YouTube
      LinkedIn
      FourSquare
    • 32. Focus on the audience
    • 33. Your Content’s Purpose…
    • 34. Understand Your Target Audience
      Focus your content on “them”
    • 35.
    • 36. Indentify their Wants and Needs
    • 37.
    • 38. 15 Step Plan
    • 39. 39
      1. Identify the “personas” of your target audience.
    • 40. 2. Identify the sources of content in your organization.
      40
    • 41. 3. Develop content that speaks to the pain points of each of your target personas.
      41
    • 42. 4. Develop content for each stage of your customer’s lifecycle.
      42
    • 43. 43
      5. Create an editorial calendar of your content plan.
    • 44. 44
      6. Assign content production responsibilities to as many people as possible.
      Editorial
      Customer Service
      Marketing
      Sales
    • 45. 7. Marketing department is traffic coordinator, not producer of all content.
      45
    • 46. 8. Develop a diversified portfolio of content across different media and formats.
      46
    • 47. 9. Leverage social media as communication and engagement channels for your content.
      47
    • 48. 10. Define many success metrics and measure them to gauge impact of your content strategy.
      48
    • 49. 11. C Level support is a must for resource allocation & alignment on success metrics.
      49
    • 50. 12. Produce content that has a measurable impact on sales to gain sales support.
      50
    • 51. 13. Focus on educational content, not on sales-centric content.
      51
    • 52. 14. Be willing to experiment with content.
      52
    • 53. 15. Study content marketing in and outside your industry for new ideas.
      53
    • 54. Skills Needed?
      SME
      Listening
      Writing
      Story-telling
      Authentic
      Responsive
      Analytical
      54
    • 55. Define Relevant Success Metrics
      Quantitative
      Sales
      New leads
      New qualified subscribers
      Reach
      Qualitative
      Sentiment
      Loyalty
      Authority
      Interaction
      Feedback
    • 56. Reaching Your Audience
    • 57. Content Platforms
      Search
    • 58. Kinaxis
      58
    • 59. Kinaxis
      59
    • 60. Kinaxis
      60
    • 61. Kinaxis
      61
    • 62. Kinaxis
      62
    • 63. Kinaxis
      63
    • 64. Indium Corp.
      64
    • 65. Be A Magnet
      65
    • 66. More conversation…
      Bernie Borges
      bernie@findandconvert.com
      727-234-0952 ext. 1001
      Websites: http://www.findandconvert.com
      http://www.bernieborges.com
      Blogs: http://www.findandconvert.com/blog
      http://www.bernieborges.com/blog
      Twitter: http://twitter.com/berniebay
      LinkedIn: http://www.linkedin.com/in/bernieborges
      Marketing 2.0
      http://www.amazon.com/exec/obidos/ASIN/1604942886

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