Engagement And ROI of Social Media

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    Engagement And ROI of Social Media - Presentation Transcript

    1. Engagement & ROI Shailesh Ghimire Director of Interactive Marketing [email_address] 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
      • Real-world case studies
    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. Time and Resources
    7. 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
    8. Final Phase
      • Mastering engagement
      • Refining strategy
      • Understanding ROI
    9. Engagement
      • Characteristics:
        • Personal and authentic
        • "How to Win Friends and Influence Others"
        • Timely and relevant
        • Prepared for the long haul
    10. Walmart
      • Tried setting up their own social network
    11. Walmart
      • A "customer" blog
      • Facebook
    12. But Finally Got it Right…
      • Buyers' blog
    13. Lessons from Walmart
      • GMOOT doesn't work
        • May need to try a few different options
      • Do not assume anything
      • Leverage your current strength
    14. 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)
    15. 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
    16. Setting Expectations
      • Biggest impact:
        • Reputation management
        • Brand building
        • Public and customer relationships
      • Substantially improves:
        • Search Engine Optimization (SEO)
        • Lead generation
    17. 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
    18. 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
    19. 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
    20. 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
    21. Potter's ROI
      • Hard cost:
        • Reach the first seven
        • Communicate to opt-in database
      • Return:
        • Free TV & radio coverage
        • Direct site traffic
        • SEO
    22. Now Your ROI
    23. Blogs White Label Social Networks Wiki’s eMails Social Networks
    24. Critical Important Nice to Have Resources - ROI
    25. Key Points
      • Determine conversion
        • Sales leads
        • eCommerce
        • Awareness
      • Measure engagement
        • 1200 friends
        • 500 followers
        • 3 blog posts/week , 5 comments
      • Determine ROI
    26. Final Word on ROI
      • Two camps:
        • Just do it
        • Doesn't work
      • Truth is somewhere in the middle
      • There is ROI
    27. Closing Thoughts You can't ignore this anymore!
    28. 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
    29. 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
    30. 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
    31. Marketing
    32. 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
    33. Questions? Shailesh Ghimire (480) 748-2694 [email_address] airmarketing.com/blog
    34. AIR 2.0
      • AIR Blogging
        • AirMarketing.Com/Blog
      • AIR Social Network
        • AirMarketing.Ning.com
      • Facebook and Flickr

    + sghimiresghimire, 12 months ago

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