Measuring Your ROI - Facebook Marketing

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    Measuring Your ROI - Facebook Marketing - Presentation Transcript

    1. measuring your roi facebook marketing /giovanni.gallucci @giovanni June 26, 2009 1 1
    2. get off the napkin... CONFIDENTIAL www.thesocialmediaworkshop.com 2 2
    3. bluehat social media? + = CONFIDENTIAL www.thesocialmediaworkshop.com 3 3
    4. We measure different things in Social Media than we do in other kinds of marketing. CONFIDENTIAL www.thesocialmediaworkshop.com 4 4
    5. some key points we need to get over ourselves we can’t solve every problem with social media this is evolution, not revolution don’t burn down the corporate marketing and advertising machine do take advantage of new channels like facebook integrate facebook into your current marketing mix, don’t decimate your current marketing, advertsing, pr departments you still have time relax be the brand take risks be careful add value be helpful be open be honest be friendly be yourself don’t be a “marketer” CONFIDENTIAL www.thesocialmediaworkshop.com 5 5
    6. “How do you measure roi on facebook/social media campaigns?” - the big pitch CONFIDENTIAL www.thesocialmediaworkshop.com 6 6
    7. let’s reset expectations this isn’t about a call to action as much as it is about influencing actions we make ripples in the social media ecosystem we don’t *sell*, we influence intent to purchase Inherently, we have to deal with fuzzy or “pr” math here CONFIDENTIAL www.thesocialmediaworkshop.com 7 7
    8. a quick detour we need to talk about a few seo basics first... click thrus | humans keywords & phrases | humans backlinks | search engines anchor text | search engines CONFIDENTIAL www.thesocialmediaworkshop.com 8 8
    9. a social media marketing secret marketing & social media deal in the same currency social capital = reputation = access to resources / access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital: wash, rinse, repeat *there’s nothing here about selling CONFIDENTIAL www.thesocialmediaworkshop.com 9 9
    10. great news! YOU ALREADY KNOW HOW TO DO THIS! Bad news: This is like SEO in 2001. There’s a lot of education that needs to take place. CONFIDENTIAL www.thesocialmediaworkshop.com 10 10
    11. some suggestions for measuring the success of your facebook campaigns Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get? CONFIDENTIAL www.thesocialmediaworkshop.com 11
    12. Begin With The End In Mind - Steven Covey CONFIDENTIAL www.thesocialmediaworkshop.com 12
    13. let’s see the goods a few brief case studies marketing movies getting on cnn/cnn.com the groundswell > wired, ad age, etc... CONFIDENTIAL www.thesocialmediaworkshop.com 13 13
    14. iliveindallas.com | jennifer conley | @jenniferconley CONFIDENTIAL www.thesocialmediaworkshop.com 14
    15. jennifer conley | cinecamp | facebook in the mix CONFIDENTIAL 15
    16. 34% of marketing major motion pictures attendees to this screening brought in this pass. More verifiable direct response than anything else the agency did. Goals: increase twitter followers and get butts in seats CONFIDENTIAL 16
    17. CONFIDENTIAL www.thesocialmediaworkshop.com 17
    18. groundswell > wired magazine, ad age, zdnet, twitter, facebook... CONFIDENTIAL 18
    19. how about the numbers? CONFIDENTIAL www.thesocialmediaworkshop.com 19
    20. social media does drive traffic cnn techcrunch CONFIDENTIAL www.thesocialmediaworkshop.com 20
    21. whurley | bmc Investment - $5,000 $821,094 .75/48hrs ROI = Redonculous CONFIDENTIAL www.thesocialmediaworkshop.com 21
    22. ijustine | att CONFIDENTIAL www.thesocialmediaworkshop.com 22
    23. ijustine | att ,000 ver 2,500 ern et - o - the int 2.5 ijustine CONFIDENTIAL www.thesocialmediaworkshop.com 23
    24. préDevCamp - 88 Cities and 1,000 Volunteers via twitter - for the community, not the brand “I don’t care about your stupid product” _ Chris Brogan, May 27, 2009 “Think about the opportunity” _ Norm Cox, May 30, 2009 CONFIDENTIAL www.thesocialmediaworkshop.com 24
    25. tools... Freebies The Paid Tools: Technorati (authority, links) Collective Intellect Twitalyzer (influence, time-based analysis) Radian6 Google Analytics (traffic) Trackur Feedburner (subscribers) Buzzlogic Compete/Qunatcast/Alexa (relative traffic) Nielsen Buzzmetrics Appsholic (social media) Video/photo (YouTube Insight, TubeMogul) Social bookmarks (Digg/Stumble Upon) Forums (Boardtracker/Twing) BudURL.com (link shortning/clickt thrus) CONFIDENTIAL www.thesocialmediaworkshop.com 25
    26. we get it...give us the goods. CONFIDENTIAL www.thesocialmediaworkshop.com 26
    27. breaking the rules 101 keyword research extreme social media focus on the words your audience uses, not the words you use internally CONFIDENTIAL www.thesocialmediaworkshop.com 27
    28. breaking the rules 101 facebook ad roi sucks how to take advantage use their ppc model as a cpm model CONFIDENTIAL www.thesocialmediaworkshop.com 28
    29. breaking the rules 101 linking strategies extreme social media focus on a few of the main sites...don’t get yourself overwhelmed use those keywords! dirty tricks: optimize for your competition and point to links to unfavorable sites about them CONFIDENTIAL www.thesocialmediaworkshop.com 29
    30. breaking the rules 101 linkedin extreme social media opening up linkedin’s closed network CONFIDENTIAL www.thesocialmediaworkshop.com 30
    31. breaking the rules 101 youtube extreme social media we all know that youtube is the largest video network in the world how many of you know that it’s the second most searched site in the world? ...and did you know that the search on youtube sucks? CONFIDENTIAL www.thesocialmediaworkshop.com 31
    32. breaking the rules 101 flickr extreme social media taking on social media’s 800 lb gorilla with nothing more than a camera CONFIDENTIAL www.thesocialmediaworkshop.com 32
    33. breaking the rules 101 flickr extreme social media clearly i don’t deserve to rank above chris for ‘social media expert’ ...or do i? how do you measure success? CONFIDENTIAL www.thesocialmediaworkshop.com 33
    34. breaking the rules 101 tweetadder extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com 34
    35. breaking the rules 101 tying it all together extreme social media being omnipresent CONFIDENTIAL www.thesocialmediaworkshop.com 35
    36. The Social Media Manifest. Your guide to getting your buzz on online... social + connect + engage CONFIDENTIAL www.thesocialmediaworkshop.com 36
    37. social media manifest CONFIDENTIAL www.thesocialmediaworkshop.com 37
    38. giovanni gallucci facebook.com/giovanni.gallucci giovanni@gallucci.net twitter.com/giovanni 469.682.6978 CONFIDENTIAL www.thesocialmediaworkshop.com 38

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