Crea%ng	  Posi%ve	  Social	  Media	  Return	  on	  Investment	  Moderator: Chuck Tobar,Senior BusinessDevelopment Manager,...
Social	  Media	  opportuni0es	  are	  happening	  in	  real	  0me….	                                                      ...
Empower	  your	  employees	  to	  listen	  and	  act	                                                                   3!
Morton’s	  gets	  a	  big	  payoff	  for	  having	  systems	  in	  place	                                                  ...
How	  can	  your	  business	  generate	  a	  PR	  home	  run	  like	  Morton’s?	                                          ...
Measuring	  Social	  Media	  ROI	   70% of companies are not adequately    measuring social media initiatives             ...
ROI	  vs.	  Correla0on	  There	  is	  only	  1	  formula	  to	  calculate	  ROI	  How	  does	  social	  media	  success	  ...
ROI	  Begins	  with	  the	  first	  step	                               STEP #1 Your company’s                             ...
Building	  Rela0onships	  vs.	  Transac0ons	                                                       9!
Tangible	  vs.	  Intangible	                                  Tangible                                                    ...
ROI	  –	  Who	  is	  your	  target?	                                STEP #1 Your company’s                                ...
Understanding	  Your	  Fans	  “We’ve	  got	  to	  quit	  iden/fying	  and	  collec/ng	  fans	  like	  baseball	  cards	  a...
Studying	  Your	  Audience	       Ashley, 21                        Sean, 37                       Linda, 58Prefers text m...
ROI	  –	  toolbox	  &	  talent	                               STEP #1 Your company’s                                goals:...
Resources	     Seldom is there zero cost in a social media   campaign. Listed below are pieces to   consider when creating...
Choose	  Your	  Metrics	                 You know your goals.             You know your audience.            You’ve charte...
Return	  on	  Investment:	  Direct	  Sales	                                 Build fans                                    ...
Return	  on	  Investment:	  Indirect	  Sales	                      Fan	                          Awareness	        Coupons...
Tying	  Impact	  to	  Sales:	  Coupons	  and	  Codes	     Coupons	  and	  Codes:	     Provide	  exclusive	  deals	  and	  ...
Case	  Study:	  Rayovac	  	  	  	  	  	  	  	  Client:	  	  Rayovac	            Objec0ve:	            Promote	  new	  Face...
Tying	  Impact	  to	  Sales:	  Tracking	  URLs	                                        Social	  Media	  +	  Website	  Anal...
ROI	  Tracking	  &	  Social	  Commerce	                 Research,	  Follow,	  Buy	                                        ...
ROI	  -­‐	  metrics	                              STEP #1 Your company’s                               goals: What are you...
How	  to	  Measure:	  Shoutlet’s	  Repor0ng	                                                        24!
How	  to	  Measure:	  E-­‐commerce	  	                                                  25!
Tracking	  Tips	   Tips	  for	  Tracking:	   • Know	  your	  benchmarks	   • Gather	  ac%onable	  data	   • Be	  realis%c	...
RAISE YOUR SHARE Contact Information!                                             @patricewatson10                        ...
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Creating Positive Social Media ROI - Digital Non Conference, Cincinnati 2011 by Raise Your Share - Shoutlet Certified

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For marketers championing social media programs, three words hold a tremendous amount of weight: return on investment. How does your company launch targeted, effective campaigns and measure them effectively to gauge success? The panel appeared at the Cincinnati Digital Non Conference 9/14/11 and included Patrice Watson, CEO Raise Your Share and Chuck Tobar, Senior Business Development Manager Shoutlet plus Yelp Community Manager Alex Shebar and Jackie Reau, CEO of Game Day Communications. This is the Raise Your Share presentation.

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Creating Positive Social Media ROI - Digital Non Conference, Cincinnati 2011 by Raise Your Share - Shoutlet Certified

  1. 1. Crea%ng  Posi%ve  Social  Media  Return  on  Investment  Moderator: Chuck Tobar,Senior BusinessDevelopment Manager,ShoutletPanelists:Jackie Reau, Game DayCommunicationsAlex Shebar, YelpPatrice Watson, Raise YourShare
  2. 2. Social  Media  opportuni0es  are  happening  in  real  0me….   2!
  3. 3. Empower  your  employees  to  listen  and  act   3!
  4. 4. Morton’s  gets  a  big  payoff  for  having  systems  in  place   4!
  5. 5. How  can  your  business  generate  a  PR  home  run  like  Morton’s?   5!
  6. 6. Measuring  Social  Media  ROI   70% of companies are not adequately measuring social media initiatives Top 3 Biggest Obstacles To Measurement: 30% Dedicated Resources (who will do it) 25% Don’t know what to measure 20% Believe Social Media is not about ROI Study  from  Marke/ngProfs  (n=338),  Conducted  in  June  2009.   6!
  7. 7. ROI  vs.  Correla0on  There  is  only  1  formula  to  calculate  ROI  How  does  social  media  success  %e  into  your  business  success  over  the  long  haul?    Make  the  correla%ons!   Source: “The 6 Step Process for Measuring Social Media”, Jay Baer’s Convince and Convert, May 31, 2011 7!
  8. 8. ROI  Begins  with  the  first  step   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 8!
  9. 9. Building  Rela0onships  vs.  Transac0ons   9!
  10. 10. Tangible  vs.  Intangible   Tangible Intangible                Direct  sales      Increased  brand  awareness   conversions  (ROI)    Posi/ve  brand  influence                      E-­‐mail  captures    Residual  sales                    Number  of  leads   Engaging  dialog  with  target  audience   10!
  11. 11. ROI  –  Who  is  your  target?   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 11!
  12. 12. Understanding  Your  Fans  “We’ve  got  to  quit  iden/fying  and  collec/ng  fans  like  baseball  cards  and  start  ac/va/ng  fans”    –  Jay  Baer   12!
  13. 13. Studying  Your  Audience   Ashley, 21 Sean, 37 Linda, 58Prefers text messaging Downloads podcasts to Just joined Facebook and over voice calls listen while traveling quickly getting the hang of it LOVES Facebook Uses Twitter more Likes photo-sharing sites and uses apps than Facebook Watches how-to videosUploads photos often Still prefers e-mail over about hobbies mobile text messages 13!
  14. 14. ROI  –  toolbox  &  talent   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 14!
  15. 15. Resources   Seldom is there zero cost in a social media campaign. Listed below are pieces to consider when creating your social media program: •    Content  crea%on  costs  and  %me    •    Paid  placement  to  jumpstart  campaign    •    Staff  for  execu%ng  and  managing    •    Hos%ng  fees    •    Fees  from  distribu%on/tracking  tools    •    Consul%ng/agency  fees   15!
  16. 16. Choose  Your  Metrics   You know your goals. You know your audience. You’ve charted a strategy. Now, what does success look like? Social Media Metrics + Sales Data = ROI Don’t get trapped by too many metrics; choose what’s important to your company and what will track the goals you’ve outlined. 16!
  17. 17. Return  on  Investment:  Direct  Sales   Build fans Connect  via  a     one-­‐to-­‐one  rela0onship     (e-­‐mail,  SMS,  Social  CRM)   Build  direct   response  strategy   Measure  sales   17!
  18. 18. Return  on  Investment:  Indirect  Sales   Fan   Awareness   Coupons   Form   Engagement   1-­‐800  number   Dona/on   18!
  19. 19. Tying  Impact  to  Sales:  Coupons  and  Codes   Coupons  and  Codes:   Provide  exclusive  deals  and   promo  codes  to  fans  and  followers   Encourages  pass-­‐along   Track  redemp%ons   19!
  20. 20. Case  Study:  Rayovac                Client:    Rayovac   Objec0ve:   Promote  new  Facebook  fan  page  and  drive   video  views  of  Molly’s  magic  wand   commercial.   Solu0on:   Rayovac  reached  out  to  mom  bloggers  and   Disney  fan  bloggers  with  a  Shoutlet  video  player   widget  and  a  call  to  ac%on  about  their  new   Facebook  fan  page,  where  a  sign-­‐up  widget  was   housed  to  collect  email  addresses  and   distribute  a  $3  coupon.   Eight  blog  posts  (33%  of  those  ini%ally   contacted),  addi%onal  posts  on  coupon  blogs,   800  video  plays  on  blog  sites,  and  dozens  of   tweets  drove  customers  to  Facebook.     To  date,  there  are  20,000+  Facebook  fans  and  an  email   database  of  over  22,000.   30%  Coupon   100+  Rayovac  widget  embeds     Redemp%on!   Total  Rayovac  video  views  =  Roughly  54,000   20!
  21. 21. Tying  Impact  to  Sales:  Tracking  URLs   Social  Media  +  Website  Analy0cs   21!
  22. 22. ROI  Tracking  &  Social  Commerce   Research,  Follow,  Buy   22!
  23. 23. ROI  -­‐  metrics   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 23!
  24. 24. How  to  Measure:  Shoutlet’s  Repor0ng   24!
  25. 25. How  to  Measure:  E-­‐commerce     25!
  26. 26. Tracking  Tips   Tips  for  Tracking:   • Know  your  benchmarks   • Gather  ac%onable  data   • Be  realis%c  in  what  you  want  to  track   • Don’t  neglect  qualita%ve  metrics   • Don’t  measure  everything,  measure  the  right  things   • Use  tools  and  apps  that  make  tracking   • Easier     • More  efficient   • Streamlined   26!
  27. 27. RAISE YOUR SHARE Contact Information! @patricewatson10 Connect with us on Facebook: facebook.com/raiseyourshare Patrice Watson Chief Strategist/CEO Join the Shoutlet LinkedIn Group RAISE YOUR SHARE Social Commerce: Selling with Social Media Mobile: 513-236-5781 patricewatson10@gmai.com www.raiseyourshare.com 27!

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