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 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
 How to Maximize Your Overall Return on Social Media Investment - Ken Chow
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How to Maximize Your Overall Return on Social Media Investment - Ken Chow

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How to Maximize Your Overall Return on Social Media Investment …

How to Maximize Your Overall Return on Social Media Investment

A recent R2integrated study shows that of companies who had profited or increased revenues from social media were about 2x as likely to have a formal strategy, and almost 2x as likely to have a dedicated headcount for managing social media. Learn how to approach, develop and execute social media strategies and tips to maximize your overall social media ROI.

* Ken Chow, VP of Marketing, R2integrated

Published in: Education, Business, Technology
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  • Search and SocialAll kinds of decisionsBrands are becoming Publishers
  • You may have seen this before in a previous webcast
  • Emphasis here;re-enforcement of key conceptNot to say that there’s no altruism, but it’s not driving most sharing…
  • When you share it, it says “I am generous”
  • Identify through understanding of customer buying behaviorEmpower with share-worthy and sharable contentReproduce through enabling bridging behavior
  • First a note on approach…
  • Transcript

    • 1. How to MaximizeYour Overall Return onSocial Media Investment
      Or
      How I Learned to Stop Worryingand Love Facebook
    • 2. Agenda
      Survey says...!
      The Gulf Between Winners and Losers
      Four Steps to Recovery
      Start With Buying Behavior
      Develop a Framework
      Adapt Your Organization
      Case Study: Precision Tune Auto
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 3. Social Media Survey
      Header Subtitle
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 4.
    • 5.
    • 6.
    • 7.
    • 8.
    • 9.
    • 10.
    • 11.
    • 12.
    • 13. Summary of Opinions
      A lot of us think we can do without it
      Only about half of us have an actual strategy
      A lot of us think we’re “proficient” or “expert”
      A lot of us don’t know why we’re doing this
      Most of us don’t follow the leaders
      Most of us aren’t making any money
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 14. The Gulf BetweenWinners and Losers
      What separates those who profitfrom those who don’t?
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 15.
    • 16.
    • 17.
    • 18.
    • 19.
    • 20.
    • 21.
    • 22. Social Media Death Spiral
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Lack of Understanding
      Wrong Approach
      Failure toInvest
      UnworkablePrograms
      IncorrectMetrics
      Inability toMeasure
      Lack ofResults
    • 23. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Denial
      Anger
      Bargaining
      Depression
      Acceptance
    • 24. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
    • 25. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
    • 26. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
    • 27. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
      Practice
    • 28. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
      Practice
      Adoption
    • 29. Four Steps to a Good Start
      How the winners got there…
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 30. Four Steps to a Good Start
      Understand the Medium
      Strategy Begins with Customer Behavior
      Then Develop a Framework
      Adapt Your Organization
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 31. Understand the Medium
      The Nature of the Relationship
      Search and social have shifted the balance of power to the customer.
      You have to treat the Web’s as a buying engine, not a distribution platform.
      The job is to intersect buying behavior with key content and interaction.
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 32. 6 Quick Truths…
      The consumer is in control
      Content and peer advice now drive decisions
      Self-organized communities
      Old media hierarchy subverted
      Brands must engage consumers directly
      Sharing is the X factor
    • 33. The Two Types of Social Networks
      We seek to reduce risk and gain rewards…
      Technical Networks
      Commonality: occupation, interest, or technical skill
      Seeking/Giving: technical data, or specific job-related information
      Sharing Motivation: inclusion, status, reputation, reciprocity
      Trust and Admiration Networks
      Commonality: personal affiliation (friends, associates)
      Seeking/Giving: personal views and status, advice on decisions and purchases
      Sharing Motivation: ego (recognition, admiration, and trust)
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 34. Technical Networks
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 35. Trust and Admiration Networks
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 36. Understand the Medium
      Sharing Is The Key
      The real promise of scalability happens through sharing, which people primarily do for reasons related to ego.
      If you can tap into this behavior, social media can be exploited as a non-efficient system.
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 37. Sharing Motivation
      People share things that meetone or more of these basic criteria:
      Transactional Value – “I’m generous”
      Entertainment – “I’m fun”
      Information Useful for Daily Life – “I’m smart”
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 38. Transactional Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am generous.”
    • 39. Transactional Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am fun.”
      (“And I have a lot of spare time”)
    • 40. Transactional Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am smart.”
    • 41. Social Bridging
      The Goal:Changing opinions and buying decisionsthrough the sharing of contentby others who accept your value proposition
      Making “advocates”
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 42. Social Bridging
      The Method:Use social media not as a broadcast medium, but as a place to identify, empower, and reproduce advocates
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 43. Social Bridging
      The Mission:To locate likely advocates,arm them with valuable content,and ensure sharing mechanisms are in place
      copyright r2integrated, LLC 2009 – confidential and proprietary
      This is not a “one and done” proposition, advocates represent an ongoing relationship that must be actively maintained.
    • 44. Social Bridging
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Identify – Empower –
    • 45. Strategy Starts withCustomer Behavior
      If you don’t get this right, nothing else matters…
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 46. Behavioral Model
      A framework for categorizing the various reasons people buy your products and the ways they buy them
      These might be discreet segments, or might represent a continuum of behaviors through which customers evolve
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 47. Behavioral Model
      copyright r2integrated, LLC 2009 – confidential and proprietary
      A B2B Software Company…
      AnonymousResearcher
      • Seeking general information
      • 48. Not self-identified
      EngagedResearcher
      • Actively gathering content
      • 49. Comparing vendors
      • 50. Identified
      TrialResearcher
      • Downloads trial version
      • 51. Seeks to validate claims
      • 52. Focus on functionality
      Super TrialResearcher
      • Expands trial to multiple seats
      • 53. Testing user acceptance
      • 54. Testing deployment
      Buyer
      • Purchases product for specific deployment
      • 55. Focus on acquisition costs & support
      Adopter
      • Fully committed across entire organization
      • 56. Highest-level of buy-in
      BehaviorCharacteristics
    • 57. Behavioral Model
      copyright r2integrated, LLC 2009 – confidential and proprietary
      A B2C Software Company…
      X
    • 58. Behavioral Model
      copyright r2integrated, LLC 2009 – confidential and proprietary
      A National Restaurant Chain…
    • 59. Creating A Framework
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 60. Basic Framework
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      • Motivation
      • 61. Needs/Wants
      • 62. Influencers
      • 63. Products
      • 64. Basedon Behavior
      • 65. Framework for managing influencers
      • 66. Intersecting behavior with messages at the right place and time
      • 67. Programs and campaigns
      • 68. Infrastructure
      • 69. Engaging content
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 70. Buying Behavior
      Motivation
      Whose Problem is It?
      Aspirin or Vitamin?
      Risk/Reward
      Needs/Wants
      Form/Function
      Price
      Decision Making
      Influencers vs. DMs
      Evidence/Information
      References
      Peer Advice
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Where are these communities?
      How do they operate?
      How do you intersect?
    • 71. Content Generation
      Which Audience?
      Technical/Non-technical
      Match the Motivation
      Does it affect their “In Box”?
      Shareable Value
      Transactional
      Entertaining
      Useful Information
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Ask yourself, and ask key customers: “Would you share this?” “Why?”
      Be honest…
    • 72. Sharing Systems and Technologies
      E-mail
      The Original Social Network
      Embedded sharing mechanisms (e.g. influencer widgets)
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 73. Sharing Systems and Technologies
      Social Media:
      Inherent Mechanism( e.g. Facebook)
      Adjunctive Mechanisms(e.g. Facebook Connect API)
      Share This
      Ad Buys
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 74. copyright r2integrated, LLC 2009 – confidential and proprietary
      Sharing Systems and Technologies
      Other Community Environments:
      Company Micro-sites
      3rd Party Promotion Sharing Sites (e.g. coupon sites)
      Partners
    • 75. Adapting Your Organization
      Platforms, Content, Skill Sets
    • 76. Platform and Technologies
      Brands used to rent the publishing platforms the used, now they must own or control them outright…
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 77. Vendors
      Content must match the mission…
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 78. Internal Skill Sets
      As must your own talent pool…
      Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 79. Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
      Adapting the Organization
    • 80. Consequences…
    • 81. Case Study:Precision Tune Auto Care
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 82. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      • Motivation
      • 83. Needs/Wants
      • 84. Influencers
      • 85. Products
      • 86. Basedon Behavior
      • 87. Framework for managing influencers
      • 88. Intersecting behavior with messages at the right place and time
      • 89. Programs and campaigns
      • 90. Infrastructure
      • 91. Engaging content
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 92. Tactics
      Leveraging Existing Investments
      Customer Behavior
      Strategy
      Tools & Content
      MyCarPage
      Email Acquisition
      Pay Per Click
      TV Commercials
      Local Search SEO
      Website & Micro sites
      Off-page SEO
      YellowPages.com
      CitySearch.com
      Media Buys
      Radio Commercials
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 93. Tactics
      Leveraging Existing Investments
      Customer Behavior
      Strategy
      Tools & Content
      MyCarPage
      Email Acquisition
      Pay Per Click
      TV Commercials
      By overlaying a social framework, it integrates with and amplifies the companies existing assets and investments…
      Local Search SEO
      Website & Micro sites
      Off-page SEO
      YellowPages.com
      CitySearch.com
      Media Buys
      Radio Commercials
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 94. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 95. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      Grow these by growing “Reminded” and “Proactive” Buyers
      • Grows as those communities grow
      • 96. Make it easier to quickly find advice and recommendations on the web.
      Grow these transactions throughcommunity building programs:
      • They’ll remember you in a “reactive” buying situation.
      • 97. Give them a reason to interact more often
      • 98. Use engaging primary offers targeted at social relationships and key demographics
      • 99. Make it easier for them to share positive experiences, and promotions
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 100. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      Establish Facebook as a Social Hub
      • Generate interest and loyalty through regular, valuable content (monetary, fun, useful)
      • 101. Develop widget to deliver content to the desktop
      • 102. Grow the community of “reminded” and “proactive” buyers
      • 103. Deliver promotions to outside groups
      Leverage Email as another Social Hub
      • Engaging primary offers
      • 104. Embed sharing technology to multiply reach and accelerate distribution
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 105. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      Re-purpose existing investments
      • Distribute video via social
      • 106. Adapt promotional materials and content to social distribution
      Create new social content
      • Transactional (coupons)
      • 107. Fun (popular culture, quizzes, games)
      • 108. Daily life (alerts, tips, reminders, facts)
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 109. Tactics
      A Complete Framework
      Customer Behavior
      Strategy
      Tools & Content
      MyCarPage
      Email Acquisition
      Drive “Reminded” and “Proactive” buyers through community building programs.
      Drive “Reactive” buyers by growing size and loyalty of “Reminded” and “Proactive” and by facilitating social search
      Pay Per Click
      TV Commercials
      Local Search SEO
      Website & Micro sites
      Off-page SEO
      YellowPages.com
      CitySearch.com
      Media Buys
      Radio Commercials
      Community Hub (FB)
      Re-purposed Content
      Social Media Buys
      Shareable email
      New Social Content
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 110. Tactical Overview
      Facebook portal delivers valuable content, builds loyalty
      Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connectwith a micro-site or landing page amplifies it.
      Œ
      Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook
      300K+
      email base
      Ž
      Join
      Join
      Acquire
      
      Social Media buysdrive other outsidemembers to join
      
      Email with engaging primary offer and sharing mechanisms.
      Size and loyalty of community drives more “Reminded” and “Proactive” transactions
      

      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 111. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 112. Sample Campaign Elements
      Note –
      During our research on the Precision Tune MyCarPage, it was discovered that in 2007, MyCarPage partnered with AskPatty, a leading social network auto advice for women, to launch their own MyCarPage service on their site. AskPatty is a very active community, with tens of thousands of members and over 9,000 Twitter followers …
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 113. Sample Campaign Elements
      FacebookMedia Buy
      Email
      Coupon
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 114. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary
      The social hub ties together the promotional campaigns to all of the other loyalty-building content and interactions that builds communities…
    • 115. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary
      Popular culture…
    • 116. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary
      Valuable information for daily life…
    • 117. Sample Campaign Elements
      FacebookMedia Buy
      Email
      Coupon
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 118. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 119. Sample Campaign Elements
      FacebookMedia Buy
      Email
      Coupon
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 120. Sample Campaign Elements
      copyright r2integrated, LLC 2010 – confidential and proprietary

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