ROI From SOCIAL MEDIA MARKETING<br />STRATEGY AND EXECUTION<br />
Consumers and Businesses<br />Use SM To Communicate<br />Marketers Must Use SM (Wisely)<br />To Communicate With Both<br />
CONSUMER PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscr...
GLOBAL PATTERNS OF BEHAVIOR<br />http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/<br />http://w...
BUSINESS PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-e...
THE PROS AND THE CONS<br />http://www.marketingsherpa.com/article.php?ident=31719<br />http://www.marketingcharts.com/dire...
HOW MARKETERS USE SOCIAL MEDIA<br />http://www.marketingsherpa.com/article.php?ident=31690<br />
SMASH HIT OF THE SEASON<br />METRICS<br />Debuted on Factbook<br />Fans from 1.6m to 3.1m over a weekend<br />http://www.y...
THE MAN IN THE TOWEL<br />http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded<br />
2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL<br />http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded<br />
METRICS<br />186 Personalized Videos<br />Old Spice YouTube Channel Views - almost 8m<br />Old Spice YouTube Total Upload ...
A SUCCESS BY ALL MEASURES?<br />Late July<br /><ul><li> 40 m views response videos
 Brand views on web – 110 m</li></li></ul><li>CISCO LAUNCHES ROUTER IN SOCIAL MEDIA<br /><ul><li> Launch Event in Second Life
 Video Conferencing for Execs, Customers
 “Defend the Network Game”
Facebook, Mobile, Blogs
 Social Media Widget</li></ul>http://www.socialmediaexaminer.com/cisco-social-media-product-launch/<br />
METRICS<br />9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)<br />Top Execs Spent only 1 Hou...
DEVELOPING <br />SOCIAL MEDIA STRATEGY<br />
Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
MARKETERS USE SM FOR ACQUISITION<br />JULY 15, 2010 <br />
MARKETERS USE SM FOR RETENTION<br />SEPTEMBER 20, 2010 <br />
NON-PROFITS USING SM TO RAISE $/€<br />http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytw...
MY CONCEPT OF AWARENESS > ACQUISITION<br />http://www.youtube.com/tippexperience<br />
WHAT NOKIA SAYS<br />
HAVE INTERNAL GUIDELINES<br />http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference<br />
CONTINUOUS ENGAGEMENT!<br />http://conversations.nokia.com/<br />http://blog.ovi.com/<br />
THE NEW MEDIA<br />http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html<br />
EXECUTING SOCIAL MEDIA<br /> STRATEGIES<br />
https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1<br />
Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
8 STAGES OF LISTENING STRATEGY<br />http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/...
ALTIMETER CALLS IT ‘SOCIALGRAPHICS’<br />
WHAT QUESTIONS SHOULD MARKETERS ASK?<br />Where Are Your Customers Online?<br />What Are Their Behaviors Online?<br />What...
SOMETHINGS WE KNOW<br />http://www.powerreviews.com/newsletter-q310-pehr.php<br />
Plateaued<br />Increased<br />http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_tren...
FOOD SHOPPERS NEED INFO AT POP<br />
 DELL LEARNED TO LISTEN, COMMUNICATE<br />http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx<b...
BRANDED COMMUNITIES IMP. PLATFORMS<br />http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuav...
LEGO IS GOOD AT ENGAGING<br />
LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION<br />
TRENDING > MOBILE, LOCAL<br />How many users does foursquare have?<br />As of August 2010, foursquare had close to 3 milli...
GROUPON OFFERS LOCALIZED PROMOS<br />Jan,2010 -- > 2 million web hits per day<br />http://blog.compete.com/2010/03/10/do-y...
WHO, WHERE, HOW PEOPLE FIND/MOBILE<br />
EXECUTING IS AN <br />ORGANIZATIONAL ISSUE<br />EVEN MORE THAN A MARKETING ONE<br />TECHNOLOGY MINOR IN COMPARISON<br />
WHY ORGANIZATION, NOT TECHNOLOGY???<br />ThereIs Organizational Resistance<br />Managers Fearful of Direct Public Interact...
THE IMPORTANCE OF MEASURABLE<br />SOCIAL MEDIA MARKETING<br />
TENDS TO BE SEEN AS BEING FOR FUTURE<br />
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Roi from social media marketing

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  • Orkut in IndiaOzone is business conferencing
  • “Smell like a Man, Man” started in FebruarySort of segued into “Man your Man could smell like”Isaiah Mustafa
  • Tiwtchange gets celebrities to follow for a price
  • A few quick wins are important
  • Roi from social media marketing

    1. 1. ROI From SOCIAL MEDIA MARKETING<br />STRATEGY AND EXECUTION<br />
    2. 2. Consumers and Businesses<br />Use SM To Communicate<br />Marketers Must Use SM (Wisely)<br />To Communicate With Both<br />
    3. 3. CONSUMER PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png<br />
    4. 4. GLOBAL PATTERNS OF BEHAVIOR<br />http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/<br />http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/<br />
    5. 5. BUSINESS PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/<br />
    6. 6. THE PROS AND THE CONS<br />http://www.marketingsherpa.com/article.php?ident=31719<br />http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/<br />
    7. 7. HOW MARKETERS USE SOCIAL MEDIA<br />http://www.marketingsherpa.com/article.php?ident=31690<br />
    8. 8. SMASH HIT OF THE SEASON<br />METRICS<br />Debuted on Factbook<br />Fans from 1.6m to 3.1m over a weekend<br />http://www.youtube.com/watch?v=idLG6jh23yE<br />http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html<br />
    9. 9. THE MAN IN THE TOWEL<br />http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded<br />
    10. 10. 2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL<br />http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded<br />
    11. 11. METRICS<br />186 Personalized Videos<br />Old Spice YouTube Channel Views - almost 8m<br />Old Spice YouTube Total Upload views - 83m +<br />Total subscribers on YouTube channel 120K<br />Total Connections on Facebook 616khttp://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)<br />
    12. 12. A SUCCESS BY ALL MEASURES?<br />Late July<br /><ul><li> 40 m views response videos
    13. 13. Brand views on web – 110 m</li></li></ul><li>CISCO LAUNCHES ROUTER IN SOCIAL MEDIA<br /><ul><li> Launch Event in Second Life
    14. 14. Video Conferencing for Execs, Customers
    15. 15. “Defend the Network Game”
    16. 16. Facebook, Mobile, Blogs
    17. 17. Social Media Widget</li></ul>http://www.socialmediaexaminer.com/cisco-social-media-product-launch/<br />
    18. 18. METRICS<br />9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)<br />Top Execs Spent only 1 Hour Viewing <br />Media – 3x usual articles, > 1000 blog posts<br />40 Million Online Impressions<br />COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!<br />SAVED OVER $100,000!<br />http://www.socialmediaexaminer.com/cisco-social-media-product-launch/<br />
    19. 19. DEVELOPING <br />SOCIAL MEDIA STRATEGY<br />
    20. 20. Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
    21. 21. MARKETERS USE SM FOR ACQUISITION<br />JULY 15, 2010 <br />
    22. 22. MARKETERS USE SM FOR RETENTION<br />SEPTEMBER 20, 2010 <br />
    23. 23. NON-PROFITS USING SM TO RAISE $/€<br />http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter<br />Over $500k ??<br />
    24. 24. MY CONCEPT OF AWARENESS > ACQUISITION<br />http://www.youtube.com/tippexperience<br />
    25. 25. WHAT NOKIA SAYS<br />
    26. 26. HAVE INTERNAL GUIDELINES<br />http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference<br />
    27. 27. CONTINUOUS ENGAGEMENT!<br />http://conversations.nokia.com/<br />http://blog.ovi.com/<br />
    28. 28. THE NEW MEDIA<br />http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html<br />
    29. 29. EXECUTING SOCIAL MEDIA<br /> STRATEGIES<br />
    30. 30. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1<br />
    31. 31. Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
    32. 32. 8 STAGES OF LISTENING STRATEGY<br />http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/<br />
    33. 33. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’<br />
    34. 34. WHAT QUESTIONS SHOULD MARKETERS ASK?<br />Where Are Your Customers Online?<br />What Are Their Behaviors Online?<br />What Social Information or People Do They Rely On? Who Do They Trust?<br />What Is Your Customer’s Social Influence? Who Trusts Them?<br />How Do Customers Use Social Tech In The Context of Your Products?<br />Charlene Li and Jeremiah Owyang reproduced in<br />http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/<br />
    35. 35. SOMETHINGS WE KNOW<br />http://www.powerreviews.com/newsletter-q310-pehr.php<br />
    36. 36. Plateaued<br />Increased<br />http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you<br />
    37. 37. FOOD SHOPPERS NEED INFO AT POP<br />
    38. 38. DELL LEARNED TO LISTEN, COMMUNICATE<br />http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx<br />http://www.ideastorm.com/<br />
    39. 39. BRANDED COMMUNITIES IMP. PLATFORMS<br />http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh<br />http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600<br />
    40. 40. LEGO IS GOOD AT ENGAGING<br />
    41. 41. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION<br />
    42. 42. TRENDING > MOBILE, LOCAL<br />How many users does foursquare have?<br />As of August 2010, foursquare had close to 3 million users worldwide.<br />How many businesses are offering Specials through foursquare?<br />As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page.<br />http://foursquare.com/ 10/1/10<br />
    43. 43. GROUPON OFFERS LOCALIZED PROMOS<br />Jan,2010 -- > 2 million web hits per day<br />http://blog.compete.com/2010/03/10/do-you-groupon/<br />
    44. 44. WHO, WHERE, HOW PEOPLE FIND/MOBILE<br />
    45. 45. EXECUTING IS AN <br />ORGANIZATIONAL ISSUE<br />EVEN MORE THAN A MARKETING ONE<br />TECHNOLOGY MINOR IN COMPARISON<br />
    46. 46. WHY ORGANIZATION, NOT TECHNOLOGY???<br />ThereIs Organizational Resistance<br />Managers Fearful of Direct Public Interaction<br />Workers Have to <br />Learn New Skills<br />Work in (New, Different) Groups<br />ROI Is Not Immediate<br />A PROCESS OF ORGANIZATIONAL CHANGE<br />
    47. 47. THE IMPORTANCE OF MEASURABLE<br />SOCIAL MEDIA MARKETING<br />
    48. 48. TENDS TO BE SEEN AS BEING FOR FUTURE<br />
    49. 49. THE IDEAL – INTEGRATED METRICS<br />Google Analytics<br />WebTrends<br />HubSpot<br />
    50. 50. THE REALITY- PLATFORM METRICS<br />
    51. 51. MATCH METRICS TO CAMPAIGN OBJECTIVES<br />Example - Blog<br />
    52. 52. MY TOP 10 SOCIAL MEDIA MARKETING MYTHS<br />It’s Easy.<br />It’s Free.<br />It’s About Technology.<br />Social Media Reaches Mass Audiences.<br />Marketers Can Talk About Their Products.<br />All Internet Users Will Participate.<br />Management Will Understand the Potential.<br />We’ll See Results Right Away.<br />Tracking, Measuring is Easy.<br />We’ll Put It Up and It Will Take Care of Itself.<br />
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