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

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