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Optify presentation   buzz to bucks
 

Optify presentation buzz to bucks

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    Optify presentation   buzz to bucks Optify presentation buzz to bucks Presentation Transcript

    • From Buzz to Bucks:Measuring Social Media ROI TM Page
    • Measuring Social Media ROI» Overview» Challenges» Opportunities» Framework Introduction and Discussion» Wrap Up From Buzz to Bucks: Measuring Social Media ROI Page 2
    • 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
    • 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
    • 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: Measuring Social Media ROI Page 6
    • The Social Marketing ROAD Map Research Devices Objectives Actions From Buzz to Bucks: Measuring Social Media ROI Page 7
    • 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
    • What to Monitor During Research (Competitive analysis) From Buzz to Bucks: Measuring Social Media ROI Page 9
    • 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
    • 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
    • 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 to Bucks: Measuring Social Media ROI Page 13
    • Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELLTRACKABLEMETRICSEXAMPLE(dating)TRACK &MEASUREREPORTRESULTS From Buzz to Bucks: Measuring Social Media ROI Page 14
    • 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
    • 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
    • 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
    • From Buzz to Bucks: Measuring Social Media ROI Page 18
    • 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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