The ROI of Social Media
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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