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KickApps Business Results with Social Media Seminar - ROI, Trends, Social Media Club of Dallas

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This is a presentation I delivered at the KickApps Business Results Seminar in Dallas on 2/25/2010. ...

This is a presentation I delivered at the KickApps Business Results Seminar in Dallas on 2/25/2010.

Review of Social Media ROI, 4 Trends to Watch and information about the Social Media Club of Dallas

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  • Mike, great presentation, wouldn't be able to match your skill behind the mic but having your slides helps me dream.. thank you, CW
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  • Hi my name is Mike and I’m a social media evangelist. The first step is admitting you have a problem. Notice I didn’t say expert or guru. Why? First, the technology is changing so fast it’s important not to focus on the platform. How do you change how you acquire, retain and get referrals from your prospective customers. It’s a fundamental shift to how companies think about sharing content and helping others. I also think back 5 years ago how much easier it would have been to launch a new product a Dell if we had this kind of feedback loop.
  • Today’s focus is on ROI. I’m going to spend a bit of time talking about this but the reality as marketers some times we get caught up with impressions, reach, and brand awareness and the overall quest for eyeballs. With an MBA and finance and accounting degree we all know it’s about the bottom line. But he results with social media aren’t instantaneous. It takes patience, evolution, and transition management within your company.
  • tracking visits, time spent, registrations and questions asked. The company will conduct Dynamic Logic surveys to gauge brand favorability changes in visitors 
  • As we grow weary of the number of facebook updates, tweets, etc, evidence suggests people will retreat to groups centered around their passion or hobby. This offers outstanding targeted branding and in conversation advertising opportunities Motortopia: allows car enthusiasts to talk shop, sell their cars to other members, and  blog  about their hobbies. If cars aren't your passion, the site also has tabs for bikes, boats, and planes. MuggleSpace: One of the top social networks for Potter-philes. It has chat,  blogs , groups, and other features
  • Customers just want to help each other Share ideas on how to improve the product Share Product Knowledge – get recognized for this knowledge Help People
  • Customers just want to help each other Share ideas on how to improve the product Share Product Knowledge – get recognized for this knowledge Help People
  • With orgs banning social media, mobile will become our Social Media Lifeline
  • Augmented reality delivers more information interactively engaging the user
  • While good social business design around location based apps are leading to innovative uses, the data collection for brands offers unique opportunities to serve up relevent data to the user Geo Targeted Push notifications and platforms will deliver messages based on time and location increasing relevance Yelp Checkins, Facebook, Twitter,

KickApps Business Results with Social Media Seminar - ROI, Trends, Social Media Club of Dallas KickApps Business Results with Social Media Seminar - ROI, Trends, Social Media Club of Dallas Presentation Transcript

  • 02/27/10 Chief Bacon Maker and Marketing Strategist, Bacon Marketing President, Social Media Club of Dallas @mikedmerrill
  • I Know I Saw My ROI Around Here Somewhere
  • 02/27/10 - Zena Weist, Director of Social Media, H&R Block "If your word of mouth isn't positive, forget about brand awareness and consideration, if word of mouth is bad, there is no consideration.“
  • Are You Even Measuring ROI? 02/27/10
  • What Are You Measuring 02/27/10
  • What is your Goal?
    • Increase Revenue
      • Increase in new customers
      • Increase in revenue from existing customers
    • Reduce Costs
      • Lower Cost of Customer Acquisition
      • Lower Cost of Customer Service
    02/27/10
  • Evolution of Measurement
    • Non Financial
    • Offsite
      • Clickthroughs
      • Facebook Fans
      • Facebook Comments
      • Twitter Followers
      • Retweets
      • YouTube Views
      • YouTube Comments
      • Sentiment
      • Mentions
        • Social
        • Press
    • Non Financial
    • Website
      • Unique Visitors
      • Page Views
      • Time on Site
      • PageRank
    • Non Financial
    • Conversions
      • Contact form
      • Inbound Calls
      • Downloads
      • Event Registrations
      • Opt-in to email
      • Subscribe to Blog
      • Register for Online Community
      • Employment Apps
      • In-Store Visits
      • Support Calls
      • Returns
  • Map Activity Timeline 02/27/10 Month 1 Month 2 Month 3 Month 4 Activated Twitter Added Twitter to Website Published Fan Page Added Fanpage to Website Press Release Published Blog Post Tweeted new offer Published Blog Post Posted Promotion to FB Spoke at Conference Held Webinar Industry Analyst Mentions Product Launch Leaked picture of product on FB New Product Announced Customer Case Study Comment o Fast Company Blog Posted First YouTube Video Posted pictures to FB Fan Page Publish Blog Post Announce Quarterly Earnings
    • Overlay non-financial and financial to activity
    • # of transactions, in store visits, coupon redemptions
    • Revenue
  • Define Your Success Metrics 02/27/10
    • Now we’re Makin’ Bacon
    02/27/10
  • 1. Growth of Niche Networks 02/27/10
  • 2. User Generated Content and Brands 02/27/10
  • 2. User Generated Content and Brands 02/27/10
  • 3. Mobile is the 2 nd Screen 02/27/10
  • 3. Mobile is the 2 nd Screen
    • Video and Content consumption
    • Touch Screen
    • Cloud Computing – Facebook Connect
    • Augmented Reality
    • Mobile Camera
    02/27/10 Pizza Hut iPhone app generated $1 Million in sales in 2009
  • 4. Location, Location, Location 02/27/10 Brightkite Gowalla Foursquare
  • 02/27/10
  •  
  • Social Media Club Mission
    • Promote media literacy,
    • Promote standard technologies,
    • Encourage ethical behavior, and
    • Share best practices.
    • Social Media Club hosts conversations that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate and relate to each other.
  • SMC Dallas Branding and Social Sites
    • Name: Social Media Club of Dallas
    • Hashtag: #smcdallas
    • Website and Blog: http://www.smcdallas.org
    • Twitter: @smcdallas
    • Facebook: http://www.facebook.com/smcdallas
    • LinkedIn: Search for Social Media Club Dallas
    • Flickr: http://www.flickr.com/groups/smcdallas
  • Upcoming SMC Dallas Events
    • March 10 th , 2010
      • Tweetup Location: LaDuni Northpark @LaDuniLove
    • March 23 rd , 2010
      • Jason Falls, @jasonfalls
      • Silver Sponsor: Mutual Mind @MutualMind
    • April 8 th , 2010
      • Tweetup Location: TBD
    • April 22 nd , 2010
      • Shama Hyder and/or Giovanni Gallucci Book Launch
    • May 20 th , 2010
      • Tim Hayden @TheTimHayden
    • Confirmed Speakers –Dates TBD
      • Erik Qualman @equalman
      • Scott Stratten @unmarketing