October 30, 2009 #SMROI

October 30, 2009

#SMROI

Today’s Speakers Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber Alexander Mouldovan CEO Crowd Factory @amiam

Agenda Larry’s perspective Alex’s perspective Dialogue between Larry and Alex Audience Q&A #SMROI

Larry’s perspective

Alex’s perspective

Dialogue between Larry and Alex

Audience Q&A

#SMROI

Introducing Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber

About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business

Integrated Social Marketing

Creating Sustained Social Marketing ROI

Using Data to Manage Your Campaign

Choosing the Right Tools

10 10 Community Destination Earned Media Outreach NYC Public Library Event Blogger Contest Widget PROGRAM STRATEGY Proprietary and Confidential SonyStyle In <90 Days: 1.57 million mentions and links on Twitter 29,539 unique product page visits 178,070 page views 1,866 registered words move me members 11,600 users driven to Reader product pages resulting in significant online sales impact

In <90 Days:

1.57 million mentions and links on Twitter

29,539 unique product page visits

178,070 page views

1,866 registered words move me members

11,600 users driven to Reader product pages resulting in significant online sales impact

Introducing Alexander Mouldovan CEO Crowd Factory @amiam

Measuring ROI of Social Media add

84% of business buyers say Word of Mouth is #1 influencer of purchase decisions Social Media is Transforming Business

84% of business buyers say Word of Mouth is #1 influencer of purchase decisions

14 Fail early, fail often Measure every point of conversion, and build social equity in your brand.

Social Web Presence Facebook Twitter Myspace Social Network Ads Listening platforms Radian 6 Collaboration Wikis Basecamp Sharing Sharethis, addthis, etc. Ideation MyStarbucksIdea.com Customer Service Message boards for self service @zappos Brand communities Photo Contest Comments, boards Widgets Experimentation - Precursor to ROI

Social Web Presence

Facebook

Twitter

Myspace

Social Network Ads

Listening platforms

Radian 6

Collaboration

Wikis

Basecamp

Sharing

Sharethis, addthis, etc.

Ideation

MyStarbucksIdea.com

Customer Service

Message boards for self service

@zappos

Brand communities

Photo Contest

Comments, boards

Widgets

Increased Revenue Lead generation driven by word of mouth Conversion driven by user endorsements Increased Reach for Lower CPA Brand advocates drive more reach and influence than emails / ads Network Value of Customer Customer Lifetime Value = their direct value + their network’s value WOM marketing 3X as effective as traditional marketing (Harvard Business Review) Social Marketing is Explosive

Increased Revenue

Lead generation driven by word of mouth

Conversion driven by user endorsements

Increased Reach for Lower CPA

Brand advocates drive more reach and influence than emails / ads

Network Value of Customer

Customer Lifetime Value = their direct value + their network’s value

WOM marketing 3X as effective as traditional marketing (Harvard Business Review)

Feed – the New Email Feed user actions on brand website to social web Brand reaches further with less marketing spend Traceable links and customizable templates for Facebook posts Great idea Ashton. Maybe we should all do it. Ashton listened to Coldplay’s new single Ashton listened to Coldplay’s new single. Visit pop.to/billboard to listen too! Ashton Kutcher Oprah Winfrey

Lower cost of acquisition Leverage influence Automate word of mouth Map influence Feed Marketing

$2,000,000+ in sales from sending special offers from its Dell Outlet store to 600,000+ Twitter followers ~ Dell, 2009 Grew its Gen X customer base by 55% by introducing products tailored to their needs (manage expenses long term savings, not retirement) learned through community dialog Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog ~ Marriot, ’08 CDW increased customer value 17% using decision maker communities to inspire new lead gen approaches… new account managers using community best practices bring in more new customers… these customers are 4X more valuable than through other channels Ebay found in 2006 that participants in online communities spend 54% more than non-community users. Example ROI

$2,000,000+ in sales from sending special offers from its Dell Outlet store to 600,000+ Twitter followers ~ Dell, 2009

Grew its Gen X customer base by 55% by introducing products tailored to their needs (manage expenses long term savings, not retirement) learned through community dialog

Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog ~ Marriot, ’08

CDW increased customer value 17% using decision maker communities to inspire new lead gen approaches… new account managers using community best practices bring in more new customers… these customers are 4X more valuable than through other channels

Ebay found in 2006 that participants in online communities spend 54% more than non-community users.

Best Practices Develop and monitor social brand presence Engage users to increase time on site and conversion Incent desired behaviors with reputation & rewards Track influencers, campaign performance, feed marketing Measure Social Marketing ROI Optimize marketing mix Create viral loops through feed marketing Illuminate and leverage influence Segment + target actions Call to Action

Best Practices

Develop and monitor social brand presence

Engage users to increase time on site and conversion

Incent desired behaviors with reputation & rewards

Track influencers, campaign performance, feed marketing

Measure Social Marketing ROI

Optimize marketing mix

Create viral loops through feed marketing

Illuminate and leverage influence

Segment + target actions

Integrated view of all the social activity (brand and customer) and impact Traffic / customer growth Activity / engagement Social analytics Top influencers User segments Social conversion funnel Content performance Campaign a/b testing Network performance (FB vs. twitter) Trending Customer Network Value = customer lifetime value + customer network value Track Progress

Integrated view of all the social activity (brand and customer) and impact

Traffic / customer growth

Activity / engagement

Social analytics

Top influencers

User segments

Social conversion funnel

Content performance

Campaign a/b testing

Network performance (FB vs. twitter)

Trending

Customer Network Value = customer lifetime value + customer network value

Social is reshaping business Tune in to what’s working and test it for your business Social marketing = fastest growing and highest value Greater reach and lower CPA than traditional marketing alone Use tracking capabilities to identify what’s working and optimize Start simple and iterate rapidly Conclusions

Social is reshaping business

Tune in to what’s working and test it for your business

Social marketing = fastest growing and highest value

Greater reach and lower CPA than traditional marketing alone

Use tracking capabilities to identify what’s working and optimize

Start simple and iterate rapidly

Crowd Factory Can Help [email_address] www.crowdfactory.com @crowdfactory Crowd Factory Can Help … engage with Social Onsite –––––––––––––––––––––––––––––––––––––– Power unique social website experiences with go anywhere APIs. Get to value quickly with widgets. Leverage Social Connect (e.g. Facebook Connect, Twitter) to acquire /authenticate, and improve registration conversions. … acquire with Social Connect ––––––––––––––––––––––––––––––––––––––––– Seamlessly generate word of mouth. Quickly launch social marketing campaigns for lead generation. Social Connect integrates your marketing and community with Facebook, Twitter, Yahoo! and Myspace. … optimize with Social Insight ––––––––––––––––––––––––––––––––––––––– Actionable Analytics. Identify influencers to acquire and retain customers. Build segments based on social behaviors, and then launch campaigns against those segments. Turn insight into revenue.

Larry and Alex Discussion Larry Weber Alexander Mouldovan

Questions from the Audience Feel free to type in your questions for Larry and Alex.

Additional Resources To get a copy of our white paper on “Measuring Social Media ROI” Email: [email_address] To share the recording of this webinar www.racepointgroup.com /digital/resources.cfm www.crowdfactory.co m Other questions, contact: Jackie Lustig at [email_address] com Scott Rozic at [email_address]

To get a copy of our white paper on “Measuring Social Media ROI”

Email: [email_address]

To share the recording of this webinar

www.racepointgroup.com /digital/resources.cfm

www.crowdfactory.co m

Other questions, contact:

Jackie Lustig at [email_address] com

Scott Rozic at [email_address]