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  • 1. From Buzz to Bucks:Measuring Social Media ROI TM Page
  • 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. 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. 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. Sources of Generating Leads From Buzz to Bucks: Measuring Social Media ROI Page 5
  • 6. No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing From Buzz to Bucks: Measuring Social Media ROI Page 6
  • 7. The Social Marketing ROAD Map Research Devices Objectives Actions From Buzz to Bucks: Measuring Social Media ROI Page 7
  • 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. What to Monitor During Research (Competitive analysis) From Buzz to Bucks: Measuring Social Media ROI Page 9
  • 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. 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. Measuring Social Media ROI From Buzz to Bucks: Measuring Social Media ROI Page 12
  • 13. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELL From Buzz to Bucks: Measuring Social Media ROI Page 13
  • 14. Measuring Social Media ROI MONITOR ENGAGE PROMOTE NURTURE SELLTRACKABLEMETRICSEXAMPLE(dating)TRACK &MEASUREREPORTRESULTS From Buzz to Bucks: Measuring Social Media ROI Page 14
  • 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. 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. 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. From Buzz to Bucks: Measuring Social Media ROI Page 18
  • 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. 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. 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. 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. B2Bsummitsave700.marketingsherpa.com From Buzz to Bucks: Measuring Social Media ROI Page 23
  • 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. 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. 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. 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. 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. 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. 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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