The REAL Costs of Social Media


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  • For effective social media marketing, you need to be sure that your networks are easy for your consumer and target market to find. Website integration is a must. No matter who maintains your website, keeping this up-to-date with the most recent open graph implementations, will cost you or your organization a minimum of time.
  • YES! Because it works. How do I know if works? According to eMarketer, the longer a brand spends doing SMM, the more money they invest. Breaking down the different aspects of SMM, the major players are increasing budgeting from anywhere between 18% and 95%. This tells me two things:They see the value, and the ROI, and believe it warrants more of their overall budget They are becoming more and more aware that social media DOES come at a cost, and that they just HAVE to adapt.Using social media gives you, as a brand or organization, the unique opportunity to communicate with your fans and potential consumers at a communal level. By virtue of the medium, social media users who are exposed to your brand, will be more receptive and accepting of your messages and impressions on them. What do I mean by communal level?There are a few different take on the relational theories model, first developed by Alan Fiske, but the basic gist is that there are 4 Elementary Forms of Human Relations. To avoid getting into the nitty gritty of the whole model, there are two relationships which apply directly to marketing.1.) Communal Sharing: Where people treat each other as equals. Where they can share comfortably. Examples of these relationships are your friends, family, many of your coworkers, co-members of an organization or the like. I would expect to hear about someone’s personal life, friendships, hopes, dreams, and day-to-day nonesense. In this type of relationship, all of these exchanges are expected and exceptable. Social media lives in this realm. It is a Communal environment because the relationships I have made within it are of the communal sharing nature.2.) Market Pricing (some people refer to this as the Exchange relationship): Here, exchange is expected. In an Exchange relationship, I would expect to be advertised to; I would expect negotiations. I will give you something and you will give me something based on the amount I have given you. This is the type of relationship that brands have with their consumers or potential buyers offline. I expect to be advertised to when I watch TV or drive down the road, listen to the radio or reading the newspaper. I’m OK with that because in those environments, I expect that type of exchange. It’s appropriate, and normal.In social media, these two worlds collide. Brands must tread carefully, but the results can be astounding. Let’s take a closer look.
  • Here are some examples of brands actually communicating with their audience. They are behaving in real time with the people who will potentially buy their products, support their organizations, advocate their services. And here’s where the magic happens. On Facebook, everytime a fan communicates with you in any way. Liking your page, commenting or liking a post, tagging themselves in a photo, whatever, it shows up on their wall. This means it can show up in all of their friends’ newsfeed or ticker. Let’s break this down:The average Facebook user has 130 friends.The above Facebook post has 621 likes, 18 shares, and 56 comments. Of the 56 comments, 9 had likes. This is a total of 705 actions taken on one Facebook post. It’s a silly drawing that probably took someone 15 minutes to draw. Each time someone took one of these actions, it showed up on their 130 friends’ pages. This amounts to a total of 91,650 brand impressions. But not just any brand impression. This brand impression has value. Your friend, positively communicating with a brand, knowing you will be exposed to the information, is the closest thing to a word of mouth endorsement that you can get to without someone actually pulling you aside and endorsing a brand. This carries communal weight. While it might not result in a direct sale, it create favorable brand impressions. No one is saying quit traditional advertising, but it would be foolish not to fold this into your marketing mix. Yes, it costs money, but marketing costs money, and social media is the most effective way to reach out to your audience, on their terms, when they are receptive to the message, about what and who you really are. It’s not about crafting the perfect 30 second spot, or the most eye-catching billboard, it’s about listening to your consumers, hearing what they want and being able to give it to them. Behaving communally.Beyond that, this a forum for you to communicate in real time with your fans regarding things that are happening in your organization or brand. If a crisis comes up, something unexpected happens, you are getting unexpected media coverage. You can address it. It costs money but it’s so much cheaper than the alternatives. Talk about he alternatives. Get some stats about TV, radio or print advertising.
  • The REAL Costs of Social Media

    1. 1. The Real Cost of Social Media<br />And why it’s totally worth it<br />Katrina (Scooter) Kokoska<br />Schipul<br />@kkokoska<br /><br />
    2. 2. What?! SMM isn’t free?<br />@kkokoska// #schipulcon<br /><br />
    3. 3. What We’ll Cover:<br />1.) Rethinking social media costs<br />2.) Budget planning breakdown<br />3.) Measuring ROI<br />@kkokoska // #schipulcon<br />
    4. 4. 1.) Rethinking the cost<br />43% of US companies are successfully finding new business with SMM.(Marketing Profs)<br />A move from tinkering to full deployment<br />In 2011 SMM will account for 10.1% of marketing budgets<br />Up from 7.1%<br />@kkokoska // #schipulcon<br />
    5. 5. Custom Tabs<br />The Fanpage<br />@kkokoska// #schipulcon<br />
    6. 6. Hub of your social media presence<br />Home of your promos<br />Gateway to your website<br />SEO<br />@kkokoska // #schipulcon<br />
    7. 7. The Ticker<br />The Newsfeed<br />@kkokoska// #schipulcon<br />
    8. 8. Facebook accounts for 90% of time spent social networking<br />The Newsfeed accounts for 4% of ALL time spent online<br />Users are 40-150 times more likely to consume your content in their newsfeed than on your page<br />The average Facebook user has 130 friends (comScore)<br />@kkokoska // #schipulcon<br />
    9. 9. Sponsored Content<br />@kkokoska// #schipulcon<br />
    10. 10. Newsfeed is more and more competitive<br />Built-in endorsements<br />Flexible and easy-to-use<br />@kkokoska // #schipulcon<br />
    11. 11. The Cost of Facebook:<br />Strategy<br />Design<br />Content creation<br />Development/Hosting<br />Third-party apps<br />Research<br />Legal counsel<br />TIME<br />@kkokoska // #schipulcon<br />
    12. 12. Twitter<br />@kkokoska// #schipulcon<br />
    13. 13. Getting Started<br />@kkokoska// #schipulcon<br />
    14. 14. A Week of Twitter<br />Content Research – 2 hrs.<br />3-5 tweets per day – 2 hrs.<br />Monitoring – 2 hrs.<br />Third-party apps – Btwn. $0 and $500/month<br />Evaluation – 1 hr<br />@kkokoska // #schipulcon<br />
    15. 15. Social Media Toolbox<br />@kkokoska// #schipulcon<br /><br />
    16. 16. Types of Tools<br />Twitter – Tweetchat, Tweetdeck, Hootsuite<br />Facebook – North Social, Short Stack<br />Listening – Radian 6, Traackr<br />Tracking – Google Analytics,<br />Content Creation<br />@kkokoska // #schipulcon<br />
    17. 17. Folding it in<br />@kkokoska// #schipulcon<br />
    18. 18. Is this really worth all the trouble?<br />SMM is projected to be $3.08 billion of online marketing spends – 10% (eMarketer)<br />Organizations are increasing aspects of their SMM budget between 18% and 95% (eMarketer)<br />@kkokoska // #schipulcon<br />
    19. 19. Communicating at Your Audience<br />@kkokoska// #schipulcon<br /><br />
    20. 20.
    21. 21. Communicating with Your Audience<br />@kkokoska// #schipulcon<br /><br />
    22. 22. @kkokoska// #schipulcon<br />
    23. 23. Potential Impressions<br />621 likes<br />18 shares<br />56 comments<br />9 liked comments<br />91,650 potential impressions<br />@kkokoska // #schipulcon<br />
    24. 24. Facebook | Radio<br /><ul><li>Production: $50
    25. 25. Monitoring time: $100
    26. 26. Time spent: 1.5 hours
    27. 27. Total: $150
    28. 28. Potential Impressions: 91,650
    29. 29. CPM = $.002
    30. 30. Production: $30,000-$50,000
    31. 31. Production Time: 2-4 weeks
    32. 32. 30-second radio spot: $335
    33. 33. Total: A LOT
    34. 34. Potential Impressions: 138,600
    35. 35. CPM = $21.89-$36.31 </li></ul>@kkokoska // #schipulcon<br />
    36. 36. So Far…<br />Where all that money goes<br /><ul><li>Facebook
    37. 37. Twitter
    38. 38. Tools
    39. 39. Integration</li></ul>Why it’s totally worth it<br />How it stacks up against traditional media<br />@kkokoska // #schipulcon<br />
    40. 40. 2.) Budget Planning Breakdown<br />@kkokoska// #schipulcon<br /><br />
    41. 41. We’ll Cover<br />Ways to look at it<br />In plain numbers<br />Things to consider<br />@kkokoska // #schipulcon<br />
    42. 42. Breakdown: By Category<br />@kkokoska // #schipulcon<br />
    43. 43. Breakdown: By Platform<br />Facebook<br />Twitter<br />Blogging<br />LinkedIn<br />Google +<br />Yelp<br />@kkokoska // #schipulcon<br />
    44. 44. In Plain Numbers<br />Calculate 10% and 12% of estimated gross sales<br />Multiply each by the markup (not margin) of your average transaction<br />Subtract rent<br />Take 10%<br />@kkokoska // #schipulcon<br />
    45. 45. In Plain Numbers (cont.)<br />Gross Sales: $5,000,000<br />Markup: 100%<br />Rent: $250,000<br />Marketing Budget: $250,000 (10%) - $350,000(12%)<br />SMM Budget: $25,000 - $35,000<br />@kkokoska // #schipulcon<br />
    46. 46. Things to consider:<br />What are your objectives?<br />What is your overall marketing budget?<br />How are your current efforts working?<br />What are your resources?<br />Social media changes – A LOT!<br />@kkokoska // #schipulcon<br />
    47. 47. 3.) Ways to Measure ROI<br />@kkokoska// #schipulcon<br /><br />
    48. 48. A few truths<br />It’s not a thing<br />This will continue to change<br />Fans outspend non-fans by up 5 times<br />@kkokoska // #schipulcon<br />
    49. 49. Media Equivalent Value<br />Equivalent Targeted CPM<br />Social Media Impressions<br />MEV<br />=<br />X<br />@kkokoska // #schipulcon<br />
    50. 50. Data Value (Acquisition cost)<br />Data Value<br />Proportional<br />Channel<br />Value<br />Acquired Customer Numbers<br />=<br />X<br />@kkokoska // #schipulcon<br />
    51. 51. Avg. Fan Value<br />Unlikes – per – Month / Total Likes = Churn %<br />1 / Churn = Fan Lifetime Length (FLL)<br />FLL x Posts-per-day = Opps-per-Fan (OPF)<br />OPF x CTR = Clicks-per-fan (CPF)<br />CPF x Conversion % = Sales-per-fan (SPF)<br />SPF x Avg. $ per Sale = Avg. Fan Value<br />@kkokoska // #schipulcon<br />Dan Zarrella<br />
    52. 52. Be Flexible<br />@kkokoska// #schipulcon<br /><br />
    53. 53. Takeaways<br />Social Media can be a major investment with a major payoff.<br />Carefully evaluate your brand, resources and budget before getting started.<br />Always Evaluate and Adapt.<br />@kkokoska // #schipulcon<br />Dan Zarrella<br />
    54. 54. Thanks! Any questions?<br />Katrina (Scooter) Kokoska<br />Schipul – The Web Marketing Company<br />@kkokoska<br /><br />@twitter // #schipulcon // <br />
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