From Buzz to Bucks:Measuring Social Media ROI    TM                             Page
Measuring Social Media ROI» Overview» Challenges» Opportunities» Framework Introduction and Discussion» Wrap Up           ...
Measuring Social Media ROIScott Fasser                 TJ McCue                                     Todd LeboDirector of C...
Challenges to SMM Effectiveness                                                                                      Busin...
Sources of Generating Leads                 From Buzz to Bucks: Measuring Social Media ROI   Page 5
No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing                 From Buzz to Bucks: Measu...
The Social Marketing ROAD Map                              Research            Devices                                  Ob...
Monitoring the Impact of Social MarketingWhat are you monitoringand measuring to quantifysocial media impact?Most monito...
What to Monitor During Research (Competitive analysis)                 From Buzz to Bucks: Measuring Social Media ROI   Pa...
Monitoring Tools and SolutionsWhat type of tools orsolutions is yourorganization using tomonitor social media?“Free tool...
Targeting and Measuring ObjectivesDoes your organizationtarget social mediamarketing objectivesand measure progress?Web ...
Measuring Social Media ROI      From Buzz to Bucks: Measuring Social Media ROI   Page 12
Measuring Social Media ROI MONITOR         ENGAGE               PROMOTE               NURTURE   SELL           From Buzz t...
Measuring Social Media ROI             MONITOR         ENGAGE               PROMOTE               NURTURE   SELLTRACKABLEM...
Measuring Social Media ROI             MONITOR              ENGAGE               PROMOTE               NURTURE         SEL...
Measuring Social Media ROI              MONITOR                 ENGAGE               PROMOTE               NURTURE        ...
Measuring Social Media ROI              MONITOR                 ENGAGE               PROMOTE                  NURTURE     ...
From Buzz to Bucks: Measuring Social Media ROI   Page 18
Measuring Social Media ROI              MONITOR                 ENGAGE               PROMOTE                  NURTURE     ...
Measuring Social Media ROI              MONITOR                 ENGAGE               PROMOTE                  NURTURE     ...
Measuring Social Media ROI» Thank you for attending!» Selected Q&A» Stay tuned! Special offer and resources information ne...
Get Your Step-by-Step ROAD Map to Plan andExecute a Successful Social Marketing Strategy.                               So...
B2Bsummitsave700.marketingsherpa.com        From Buzz to Bucks: Measuring Social Media ROI   Page 23
Measuring Social Media ROI» Answers to all the questions, Resources from webinar,  including recording will be posted by T...
MarketingSherpa Case Study:Integrating Website, Search and Social Media TacticsCaturano and CompanyOne of New England’sl...
Situation AnalysisTraditional outboundmarketing methods moreexpensive / less effectiveGrowing number ofprospective clien...
Campaign Tactic –Website MarketingWebsite redesigned asthe content hub andconversion pointRecruited partners assubject m...
Campaign Tactic –Search MarketingOptimized website forkeywords in copy, titles,metatags and other SEOelements.Created a ...
Campaign Tactic –Social MarketingJoined and activelyparticipated in LinkedIndiscussion groups ontopics of client interest...
Results68% increase in uniquewebsite visitorsFirst page SERPs for25 targeted keywords10-15 new leadsconverted per month...
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Optify presentation buzz to bucks

  1. 1. From Buzz to Bucks:Measuring Social Media ROI TM Page
  2. 2. Measuring Social Media ROI» Overview» Challenges» Opportunities» Framework Introduction and Discussion» Wrap Up From Buzz to Bucks: Measuring Social Media ROI Page 2
  3. 3. Measuring Social Media ROIScott Fasser TJ McCue Todd LeboDirector of Customer Founder Director of Marketing andExperience Q4 Sales, Sales Rescue Business DevelopmentOptify Team MarketingSherpa #Buzz2Bucks marketing@optify.net WebEx Chat From Buzz to Bucks: Measuring Social Media ROI Page 3
  4. 4. Challenges to SMM Effectiveness Businesses (B2B) Consumers (B2C) Both (B2B & B2C) Getting target audiences to engage 64% 68% and participate 67% Finding the time to perform social 56% 53% media programs 56% Converting followers, fans, etc. into 47% 57% paying customers 55% Lack of an effective social media 48% 46% marketing strategy 52% Measuring and proving the ROI of 48% 47% social media programs 45% Getting the budget and resources 37% 35% social media deserves 42% Finding experienced and proficient 29% 31% social media marketers 29% Management resistance to sharing 28% 23% information online 28%Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317 From Buzz to Bucks: Measuring Social Media ROI Page 4
  5. 5. Sources of Generating Leads From Buzz to Bucks: Measuring Social Media ROI Page 5
  6. 6. No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing From Buzz to Bucks: Measuring Social Media ROI Page 6
  7. 7. The Social Marketing ROAD Map Research Devices Objectives Actions From Buzz to Bucks: Measuring Social Media ROI Page 7
  8. 8. Monitoring the Impact of Social MarketingWhat are you monitoringand measuring to quantifysocial media impact?Most monitor easilyquantifiable metrics50% track qualitativemetrics like “sentiment” From Buzz to Bucks: Measuring Social Media ROI Page 8
  9. 9. What to Monitor During Research (Competitive analysis) From Buzz to Bucks: Measuring Social Media ROI Page 9
  10. 10. Monitoring Tools and SolutionsWhat type of tools orsolutions is yourorganization using tomonitor social media?“Free tools” now loadedwith features but…Enterprise level initiativemay requirecomprehensive or customsolutions From Buzz to Bucks: Measuring Social Media ROI Page 10
  11. 11. Targeting and Measuring ObjectivesDoes your organizationtarget social mediamarketing objectivesand measure progress?Web site is the hub ofthe marketing strategy –so traffic most targetedand measured objectiveMissed opportunity istargeting costreductions From Buzz to Bucks: Measuring Social Media ROI Page 11
  12. 12. Measuring Social Media ROI From Buzz to Bucks: Measuring Social Media ROI Page 12
  13. 13. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL From Buzz to Bucks: Measuring Social Media ROI Page 13
  14. 14. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELLTRACKABLEMETRICSEXAMPLE(dating)TRACK &MEASUREREPORTRESULTS From Buzz to Bucks: Measuring Social Media ROI Page 14
  15. 15. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL tweets about # of # of # of close deals withTRACKABLE your brand, followers, fans, direct/indirect revisits SM contributionMETRICS sentiment conversations leads from SM From Buzz to Bucks: Measuring Social Media ROI Page 15
  16. 16. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL tweets about # of # of # of close deals withTRACKABLE your brand, followers, fans, direct/indirect revisits SM contributionMETRICS sentiment conversations leads from SMEXAMPLE research bars & # of # of # of the(dating) parties with your discussions phone numbers dates wedding “audience” From Buzz to Bucks: Measuring Social Media ROI Page 16
  17. 17. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL tweets about # of # of # of close deals withTRACKABLE your brand, followers, fans, direct/indirect revisits SM contributionMETRICS sentiment conversations leads from SMEXAMPLE research bars & # of # of # of the(dating) parties with your discussions phone numbers dates wedding “audience”TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attributionMEASURE sentiment LinkedIn Omniture onsite tracking (lead details) From Buzz to Bucks: Measuring Social Media ROI Page 17
  18. 18. From Buzz to Bucks: Measuring Social Media ROI Page 18
  19. 19. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL tweets about # of # of # of close deals withTRACKABLE your brand, followers, fans, direct/indirect revisits SM contributionMETRICS sentiment conversations leads from SMEXAMPLE research bars & # of # of # of the(dating) parties with your discussions phone numbers dates wedding “audience”TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attributionMEASURE sentiment LinkedIn Omniture onsite tracking (lead details)REPORT manually, Tips: owner, time frame, system/process, review, actionRESULTS using Excel From Buzz to Bucks: Measuring Social Media ROI Page 19
  20. 20. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL tweets about # of # of # of close deals withTRACKABLE your brand, followers, fans, direct/indirect revisits SM contributionMETRICS sentiment conversations leads from SMEXAMPLE research bars & # of # of # of the(dating) parties with your discussions phone numbers dates wedding “audience”TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attributionMEASURE sentiment LinkedIn Omniture onsite tracking (lead details)REPORT manually, Tips: owner, time frame, system/process, review, actionRESULTS using Excel From Buzz to Bucks: Measuring Social Media ROI Page 20
  21. 21. Measuring Social Media ROI» Thank you for attending!» Selected Q&A» Stay tuned! Special offer and resources information next From Buzz to Bucks: Measuring Social Media ROI Page 21
  22. 22. Get Your Step-by-Step ROAD Map to Plan andExecute a Successful Social Marketing Strategy. Social Marketing ROAD Map Handbook includes: • 27 real-world examples of what works • 11 case studies from leading companies • 20 charts and tables • 3 special reports • 9 checklists and worksheets • Social media policy template • Special Section: Search and Social • Special Section: Email and Social Special Webinar Offer – SAVE $50 SocialMarketingHandbookSave50.marketingsherpa.com From Buzz to Bucks: Measuring Social Media ROI Page 22
  23. 23. B2Bsummitsave700.marketingsherpa.com From Buzz to Bucks: Measuring Social Media ROI Page 23
  24. 24. Measuring Social Media ROI» Answers to all the questions, Resources from webinar, including recording will be posted by Thursday morning on http://www.optify.net/webinar/buzz-to-bucks-framework- for-measuring-social-media-roi» Learn more about Optify, and follow us to get updates on upcoming webinars and our social media webinar series» Sign-up for a free 30-day trial From Buzz to Bucks: Measuring Social Media ROI Page 24
  25. 25. MarketingSherpa Case Study:Integrating Website, Search and Social Media TacticsCaturano and CompanyOne of New England’slargest accounting andIT consulting firmsMarketing objective toincrease client baseduring recessionaryeconomy From Buzz to Bucks: Measuring Social Media ROI Page 25
  26. 26. Situation AnalysisTraditional outboundmarketing methods moreexpensive / less effectiveGrowing number ofprospective clients areusing the web, search andsocial media to find andassess firmsChallenge to transitionfrom traditional marketingto integrated inboundmarketing strategy From Buzz to Bucks: Measuring Social Media ROI Page 26
  27. 27. Campaign Tactic –Website MarketingWebsite redesigned asthe content hub andconversion pointRecruited partners assubject matter expertsand thought-leaders tocreate relevant contentAdded lead conversioncapabilities by requiringregistration for content From Buzz to Bucks: Measuring Social Media ROI Page 27
  28. 28. Campaign Tactic –Search MarketingOptimized website forkeywords in copy, titles,metatags and other SEOelements.Created a partnerprogram to build linksPosted thought-leaderarticles on blogs creatingsearch engine desirablecontent, links and listings From Buzz to Bucks: Measuring Social Media ROI Page 28
  29. 29. Campaign Tactic –Social MarketingJoined and activelyparticipated in LinkedIndiscussion groups ontopics of client interestFacebook brand page tobuild community of “fans”(clients and prospects)LinkedIn discussionsand Facebook postingschannel members andfans to website contentand conversion points From Buzz to Bucks: Measuring Social Media ROI Page 29
  30. 30. Results68% increase in uniquewebsite visitorsFirst page SERPs for25 targeted keywords10-15 new leadsconverted per monthSignificant % websitetraffic from social sites From Buzz to Bucks: Measuring Social Media ROI Page 30
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