Engagement & ROI Shailesh Ghimire Director of Interactive Marketing [email_address] airmarketing.com/blog

Recap Integrating Social Media and Sales Setting goals Assessing return on effort Overview of social media usage among consumers Social technologies tour Real-world case studies

Integrating Social Media and Sales

Setting goals

Assessing return on effort

Overview of social media usage among consumers

Social technologies tour

Real-world case studies

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)

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)

What Consumers Do Online Source: Forrester Research

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

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

Time and Resources

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

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

Final Phase Mastering engagement Refining strategy Understanding ROI

Mastering engagement

Refining strategy

Understanding ROI

Engagement Characteristics: Personal and authentic "How to Win Friends and Influence Others" Timely and relevant Prepared for the long haul

Characteristics:

Personal and authentic

"How to Win Friends and Influence Others"

Timely and relevant

Prepared for the long haul

Walmart Tried setting up their own social network

Tried setting up their own social network

Walmart A "customer" blog Facebook

A "customer" blog

Facebook

But Finally Got it Right… Buyers' blog

Buyers' blog

Lessons from Walmart GMOOT doesn't work May need to try a few different options Do not assume anything Leverage your current strength

GMOOT doesn't work

May need to try a few different options

Do not assume anything

Leverage your current strength

Refining Your Strategy Audience + Goals  Strategy Audience = Primarily commenting Goal = Generate leads Strategy = Engage via blogs, feedback options - on product pages and create avenues for data capture Post-engagement: Customer reaction/expectations Review frequency and level of interaction Analyze your content (review analytics and search traffic)

Audience + Goals  Strategy

Audience = Primarily commenting

Goal = Generate leads

Strategy = Engage via blogs, feedback options - on product pages and create avenues for data capture

Post-engagement:

Customer reaction/expectations

Review frequency and level of interaction

Analyze your content (review analytics and search traffic)

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

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

Setting Expectations Biggest impact: Reputation management Brand building Public and customer relationships Substantially improves: Search Engine Optimization (SEO) Lead generation

Biggest impact:

Reputation management

Brand building

Public and customer relationships

Substantially improves:

Search Engine Optimization (SEO)

Lead generation

Potter's Case Universal Orlando Resort Wizarding World of Harry Potter Big rollout needed Traditional approach: 30-second TV spots Billboards across the country Self-congratulatory PR release begging the media for attention

Universal Orlando Resort

Wizarding World of Harry Potter

Big rollout needed

Traditional approach:

30-second TV spots

Billboards across the country

Self-congratulatory PR release begging the media for attention

Tried a Different Approach Told just seven people about the launch Top fans at the top Harry Potter fan sites (mugglenet.com) Rowling herself had a role in who was selected Invited to special webcast at midnight Presentation directly from the top creators/designers

Told just seven people about the launch

Top fans at the top Harry Potter fan sites (mugglenet.com)

Rowling herself had a role in who was selected

Invited to special webcast at midnight

Presentation directly from the top creators/designers

Tried a Different Approach Had a website ready for bloggers to link to with detailed information Next day announced it on the opt-in eNewsletter

Had a website ready for bloggers to link to with detailed information

Next day announced it on the opt-in eNewsletter

Then They Sat and Watched The seven brought the fan base alive: Blogs lit up Fan forums Social networks came alive eMails were forwarded Traditional media picked up the excitement From seven  350 million people

The seven brought the fan base alive:

Blogs lit up

Fan forums

Social networks came alive

eMails were forwarded

Traditional media picked up the excitement

From seven  350 million people

Potter's ROI Hard cost: Reach the first seven Communicate to opt-in database Return: Free TV & radio coverage Direct site traffic SEO

Hard cost:

Reach the first seven

Communicate to opt-in database

Return:

Free TV & radio coverage

Direct site traffic

SEO

Now Your ROI

Blogs White Label Social Networks Wiki’s eMails Social Networks

Critical Important Nice to Have Resources - ROI

Key Points Determine conversion Sales leads eCommerce Awareness Measure engagement 1200 friends 500 followers 3 blog posts/week , 5 comments Determine ROI

Determine conversion

Sales leads

eCommerce

Awareness

Measure engagement

1200 friends

500 followers

3 blog posts/week , 5 comments

Determine ROI

Final Word on ROI Two camps: Just do it Doesn't work Truth is somewhere in the middle There is ROI

Two camps:

Just do it

Doesn't work

Truth is somewhere in the middle

There is ROI

Closing Thoughts You can't ignore this anymore!

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

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

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

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

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

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

Marketing

Getting Started Focus on relationships and not campaigns Already use social media successfully themselves Commit resources to learning and training Have learned from their mistakes Respect and are humbled by the medium

Focus on relationships and not campaigns

Already use social media successfully themselves

Commit resources to learning and training

Have learned from their mistakes

Respect and are humbled by the medium

Questions? Shailesh Ghimire (480) 748-2694 [email_address] airmarketing.com/blog

AIR 2.0 AIR Blogging AirMarketing.Com/Blog AIR Social Network AirMarketing.Ning.com Facebook and Flickr

AIR Blogging

AirMarketing.Com/Blog

AIR Social Network

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Facebook and Flickr