Social Media Marketing:Profits and ROIHow do you get them?Brian B. Carter, Dir SEO PPC SM @ Fuel Interactive

BRIAN CARTERwww.fuelinteractive.com“Hey, I like you!”(cheezy motivational speaker attitude)

Is Social Media ROI an Oxymoron?You don’t want to see Brian when Social Media ROI makes him angry.

What is Social Media???

The Social Media OpportunitySix of the ten most visited websites are social In February 2009, social network usage exceeded Web-based e-mail usage forthe first time Millions of Facebook, MySpace, Twitter Users12 million Twitter usersAverage 2.75 hours tweeting dailyDell > $1m revenue from offers tweeted in 2008Part I: Social Media

Six of the ten most visited websites are social

In February 2009, social network usage exceeded Web-based e-mail usage forthe first time

Millions of Facebook, MySpace, Twitter Users

12 million Twitter users

Average 2.75 hours tweeting daily

Dell > $1m revenue from offers

Companies Using Social MediaPart I: Social Media

Social Media Popularity Explosion

Social Media Spending To Increase63% of "best-in-class“ companies increased their social media budgets in 2009 despite the recession. - From The Aberdeen Group’s “The ROI on Social Media Marketing: Why it Pays to Drive Word of Mouth”Part II: Social Media Marketing

Social Media Spending To Increase24% of companiesSpent more on their online business in 2009 than originally planned. Companies will increase investments in: Search (80% of respondents), Email (65%), and Social marketing (60%).- From “The State of Retailing Online 2009”, the 12th annual Shop.org study conducted by Forrester Research Inc.Part II: Social Media Marketing

Search (80% of respondents),

Email (65%), and

Social marketing (60%).

Online Advertising: The Next 5 Years

99% of Social Media Gurus Predict……Social Media will SAVE THE WORLD in 2010.Surprising!

But 21st Century Marketing is…RESULTS ORIENTED

Every Marketing Channel Should Be Asked…WHAT’S YOUR ROI?

Best Questions to Ask First:IS THIS THE BEST use of our marketing dollars?ARE WE SURE WE’LLget positive ROI from this?CAN WE AFFORD TOdo it as a test?

SEO vs PPC vs Social Media

The Six Spheres of Social Media Marketing

The Biggest Problem with FacebookClosedMostly unindexedby Google, so almost no search ranking benefit

Why Facebook is Easier But LameHey it looks like a website!But No one caresNo one wants to be friends with a bank –bad new biz channelIncentives for friendship: freebie seekers participate but don’t buyLittle or no search ranking benefit

Facebook is popular so that should help us… right?

Typical Small Biz Traffic Sources

Fuel Interactive’sFour Phases of Social Media Marketing

Social Marketing Twitter Successes1. Universe responses by topic: Frank @ComcastCares, Ben@OmnitureCare. Customer service, PR, ORM.2. Engagement with @replies: @coffeegroundz made history as perhaps the first to take a to-go order online from a customer.3. Relationship building with SM lists: @ComcastCares @OmnitureCare@coffeegroundz @SouthwestAir, @JetBlue, @Starbucks, @Ford, @pandora_radio.4. Direct ROI offers to SM lists: @DellOutlet brought in $1 million from offers tweeted in 2008.

We know it works for Coke and Dell but… …What’s Working for Small and Medium Size Businesses?@coffeegroundztook orders on Twitter and had tweet ups; links and PRJoffrey’s coffee in Tampaleveraged bloggers; links and national PR (mainly SEO benefit)Caminito Argentinean Steakhouse in Mass. boosted search rankings through blogs, myspace, upcoming, twitter, etc.Tinku Gallery in Toronto boosts attendance to showings with their blog.

We know it works for Coke and Dell but… …What’s Working for Small and Medium Size Businesses?@coffeegroundztook orders on Twitter and had tweet ups; links and PRJoffrey’s coffee in Tampaleveraged bloggers; links and national PR (mainly SEO benefit)Caminito Argentinean Steakhouse in Mass. boosted search rankings through blogs, myspace, upcoming, twitter, etc.Tinku Gallery in Toronto boosts attendance to showings with their blog.

Keys to Social Media SuccessSEO benefits of SM efforts product long-term ROICreating a blog, blogging, and interacting with bigger blogsCreativity/Contests -> Link and PR GenerationPlan ahead, think long-termInvest time[Dell, Coke etc. have more to leverage]

Social Marketing Obstacles

24-Month Social Marketing Timeline“It takes that long to make money?”

TweetROI Quicker Marketing TimelinePart III: TweetROI Marketing

TweetROI Benefits For MarketersPart III: TweetROI Marketing

How to Make Social Media WorkBe creativeBe differentTake risksFollow through

How to Fail at Social MediaBe too afraid to use the most interesting ideasOnly use safe ideasCreate something unremarkableCongratulations, no one caresIf a social media campaign falls in the forest and no one is around… does it make a sound?

Why SEO and PPC get better ROI than Social MediaRelevance vs RelationshipsAnnouncing Buying IntentSelling to Friends and Family = MLM

SummarySocial Media is over-hypedOnly do marketing that produces ROIFacebook produces no search ROIEmail marketing is better repeat biz genIf you do social media, be daring

BRIAN CARTERwww.fuelinteractive.comAvailable for: Parties Bar mitzvahs Search conferences Rehab center dances Barn dances and roof raising“Hey, I like you!”

Parties

Bar mitzvahs

Search conferences

Rehab center dances

Barn dances and roof raising