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Engagement And Roi
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Engagement And Roi

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The slides from my talk at the BBB of Arizona in Phoenix, AZ.

The slides from my talk at the BBB of Arizona in Phoenix, AZ.

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  • 1. Engagement & ROI
    Shailesh Ghimire
    Director of Interactive Marketing
    sghimire@airmarketing.com
    airmarketing.com/blog
  • 2. Recap
    Integrating Social Media and Sales
    Setting goals
    Assessing return on effort
    Overview of social media usage among consumers
    Social technologies tour
    Developing a strategy
    Re-visiting a case study
  • 3. Social Technologies
    Blogs, Podcasts and vLogs
    Social Networks/Virtual Worlds
    Social Bookmarking Tools (Digg, StumbleUpon)
    Collaboration Tools (Wikis, Google Docs)
    Video / Photo Sharing
    Micro blogging: Twitter (text), Seesmic (video)
  • 4. What Consumers Do Online
    Source: Forrester Research
  • 5. Audience + Goals  Strategy
    Example 1
    Audience = Primarily commenting
    Goal = Generate leads
    Strategy = Engage via blogs, feedback options - on product pages and create avenues for data capture
    Example 2
    Audience = Primarily observing
    Goal = Thought leader
    Strategy = Develop content-rich blog, supply ample photos and videos, weekly podcasts
  • 6. Wiggly Wigglers
    Sells compost worm kits in the UK, started in 1995
    Based in a town with less than 70 people
    Target audience: farmers
    Less than 25,000 farmers in the UK
    Deployed podcasts, blog posts and social networking
    Sources:
    http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm
    http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html
  • 7. Worm Success
    Now a multi-million dollar company
    Growing robustly at 10% per year
    Growth attributed to a combination of Podcasts, Blog posts and social networking
    Now even has a developed a thriving catalog business
  • 8. By Now You Should Have…
    A basic understanding of Social Media
    Interactive Online Marketing
    A basis for developing a strategic plan
    GMOOT is not a plan
    An appreciation of the commitment required
  • 9. Today
    Mastering engagement
    Refining strategy
    Developing a ROI plan
  • 10. Engagement
    Characteristics:
    Personal and authentic
    "How to Win Friends and Influence Others"
    Timely and relevant
    Prepared for the long haul
  • 11. Two Platforms
    Twitter
    Blogs
  • 12. Twenty Twitter Tips for Happy Tweeting
    Comment on local events
    Comment on local news stories (stay away from highly charged political stories)
    Comment on local sports teams
    Comment on fund raisers and good causes
    Comment on your industry related news
  • 13. Twenty Twitter Tips for Happy Tweeting
    Comment on funny ads you may have seen (do not disparage competitors)
    Comment on how much your customers love you
    Comment on relevant historical markers (for example this year is the 55th anniversary of the electric toothbrush - if you’re a dentist this would be great.)
    Respond to interesting Tweets from your followers (VERY IMPORTANT)
    Re-tweet interesting Tweets from your followers (VERY IMPORTANT)
  • 14. Twenty Twitter Tips for Happy Tweeting
    Recommend some of your followers to others on Fridays (It’s called follow Friday)
    Discuss your likes/dislikes on any given topic - (I loved “Amazing Race” last night)
    Comment on the weather
    Talk about some of your special events and promotions (10% off etc.)
    Share a link to an inspiring story, funny video, great picture etc. (use common sense)
  • 15. Twenty Twitter Tips for Happy Tweeting
    Invite your followers to a Twitter exclusive event (Tweet-up)
    Attend some local Tweet-ups to meet the community - and Tweet from the event as you meet them
    Tweet about personal achievements, goals, ideas etc.
    Post pictures from the farm, the store etc.
    Have fun connecting with new people, and remember, you can’t plan a conversation, so you’ll find plenty to talk about once you connect with others.
  • 16. Twitter Tools
    Tweetdeck – on desktop
    Mobile apps –for iPhone, Blackberry
    Twellow – Directory list
    Tweetlater – for scheduling tweets
  • 17. Blog On!
    Have a goal to write 2-3 blog posts every week.
    Make a list of topics you'd like to cover. Stay on task until blogging is part of your normal life.
    Make a list of relevant keywords for each topic so you're focused on SEO.
    Write in an easy style. This is not a college paper.
    It is important to stay within your topic. But sprinkle some personal opinions, tastes etc.
    Highlight any words or sentences to draw attention to specific content.
  • 18. Blog it Baby
    Include several out bound links in each post. For example, if you’re writing a post on “salads” then include a link to a website with more information on “dressings”.
    Link to past blog post when relevant.
    Make the post title relevant to the content.
    Learn to utilize tags and categories
    Write one stunningly awesome blog post every three weeks and link to this article in future blog posts.
    Use pictures and videos when relevant.
  • 19. Blog it Up!
    Respond to comments on your post.
    Write back if someone contacts you from your blog.
    Share your blog posts on Twitter.
    Include your blog address on your business card.
  • 20. Now Your ROI
  • 21. Blogs
    Social Networks
    White Label Social Networks
    eMails
    Wiki’s
  • 22. Critical
    Important
    Nice to Have
    Resources - ROI
  • 23. ROI Question
    What Social Media can do for you:
    Expand the audience for your message
    Excite fans, customers
    Enable connections with new audience
    Gather insights, opinions
    Listen more effectively and create dialog
  • 24. Setting Expectations
    Biggest impact:
    Reputation management
    Brand building
    Public and customer relationships
    Substantially improves:
    Search Engine Optimization (SEO)
    Lead generation
  • 25. What to Measure?
    Determine conversion
    Sales leads
    eCommerce
    Awareness
    Measure engagement
    1200 friends
    500 followers
    3 blog posts/week , 5 comments
  • 26. Practical Way of Measuring
    Use Web Analytics Tools to measure traffic
    Set up conversion events:
    Sale
    Sign-up
    Download
    Assign dollar value to each event
  • 27.
  • 28. Closing Thoughts
    You can't ignore this anymore!
  • 29. It's Reached a Tipping Point
    60% of Americans interact with companies on a social media website
    One in four interact more than once per week
    93% of Americans believe a company should have a presence in social media
    85% believe a company should also interact with its consumers via social media
    Boston consulting firm Cone, Boston Globe, September 25, 2008
  • 30. What They Want From You…
    43% said companies should use social networks to solve their problems
    41% said companies should solicit feedback on their products and services
    37% said companies should develop new ways for consumers to interact with their brand
  • 31. What This Means….
    You’ll need to have a social media presence
    Develop and execute an effective strategy
    Ideally, social media will be integrated within your overall marketing
  • 32. Marketing
  • 33. Getting Started
    Focus on relationships and not campaigns
    Commit resources to learning and training
    Learn from mistakes
    Test, test, test, improve, improve, improve!
  • 34. Questions?
    Shailesh Ghimire
    (480) 748-2694
    sghimire@airmarketing.com
    airmarketing.com/blog
    SocialReflections.Com