Wendy troupe terametric_twitter_roi_webinar_120910


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Wendy troupe terametric_twitter_roi_webinar_120910

  1. 1. Measuring and Maximizing Twitter ROI Wendy Troupe, CEO & Founder @wendytroupe @terametric Hashtag: #TwitterROI 1
  2. 2. Terametric Take-Away: Don’t forget this! Successful Twitter ROI measurement requires an integrated inbound and outbound Twitter marketing roadmap Know your Twitter benchmarks before you start tweeting Know your critical Twitter inbound and outbound metrics for measurement Hashtag: #TwitterROI | terametric | 2
  3. 3. Facts about TwitterGoodRegistered Users: 190 millionTweet Average: 56 million/dayNew users: 300,000/dayNot So GoodActive Twitterers: 17%Tweet less than 10 times: 80%Source: CHIRP 2010 and RJ Metrics Hashtag: #TwitterROI | terametric | 3
  4. 4. Twitter Marketing Bottom Line Leading Companies increase tweeting 60% of Fortune 500 companies have Twitter accounts in 2010 (up from 35% in 2009). Companies using real-time marketing, like Twitter, outperform S&P 500 in 2009 - 2010Sources: Nora Ganim Barnes Ph.D., David Meerman Scott Hashtag: #TwitterROI | terametric | 4
  5. 5. Twitter Marketing Bottom Line Proven Effectiveness Ability to drive sales, messaging, support, and an open line of communicationSources: Nora Ganim Barnes Ph.D., David Meerman Scott Hashtag: #TwitterROI | terametric | 5
  6. 6. Evidence for ROI Success on TwitterSome Proven Case Studies• After Steaz: Doubled sales and drove awareness of organic tea• Best Buy: Twelp Force considered a key value-add by customers• Mongoose Metrics: Increased engagement & online conversions with “Promoted” TweetsSources: Rob Peterson “34 Case Studies that prove Social Media ROI”Kathleen Colan, Mongoose Metrics Hashtag: #TwitterROI | terametric | 6
  7. 7. State of Social Media ROI MeasurementWho needs social media ROI measurement anyway? Hashtag: #TwitterROI | terametric | 7
  8. 8. What is the Terametric ROI Approach?Tap More ROI Measurement Out of Twitter• Benchmark your competitor and industry performance in Twitter• Identify outbound activities yielding highest results• Align and track investment to prove ROI through measurement Tweet: “3 new ways to win using Twitter marketing” Hashtag: #TwitterROI | terametric | 8
  9. 9. Netezza: A Case Study in ROI OptimizationNetezza’s Problem:• How to calculate marketing investment required to win against top 3 data- warehouse appliance competitors in Social Media?A Social Media ROI Measurement Solution:• Benchmark Netezza performance gaps in Twitter and other channels• Re-align marketing budget with top outbound Twitter activities critical to success• Measure performance improvement over three month campaign• Calculate Return on Investment (ROI) of Twitter marketing budget and activities A Data Warehouse appliance leader and IBM company Hashtag: #TwitterROI | terametric | 9
  10. 10. Netezza: A Case Study in ROI OptimizationNetezza’s Successful ROI Measurement and Improvement:• Successfully identified Twitter channel marketing opportunity and secured senior executive support to increase budget to Social Media• Increased industry awareness of Netezza’s Data Warehouse appliance“Terametric provided insight into our social media channels,including Twitter, and helped identify which activities gave us thebiggest bang for the buck.“Matthew Carter, Director of Marketing Communications, A Data Warehouse appliance leader and IBM company Hashtag: #TwitterROI | terametric | 10
  11. 11. Your Twitter ROI Check-List Schedule campaign period Benchmark against industry competitors performance in Twitter Calculate Twitter marketing investment required for critical outbound activities Execute Twitter marketing campaign Monitor inbound impacts and outbound target activity Optimize where target inbound metrics do not align with outbound activities Hashtag: #TwitterROI | terametric | 11
  12. 12. Your Twitter ROI GuidesBest Practices & Case Studies to help you Definitive Guide to Twitter Inbound Metrics Definitive Guide to Twitter Outbound Metrics Definitive Guide to Twitter Influence &Engagement Twitter Campaign Marketing ROI Check listhttp://www.twitter.com/roiresources Hashtag: #TwitterROI | terametric | 12
  13. 13. Who is Terametric?Our Mission: To help marketers maximize their ROI in Social Media Founded in 2009 2 years studying and analyzing social media marketing Deep expertise in portfolio modeling and statistical analysis Located in Cambridge, MA Hashtag: #TwitterROI | terametric | 13
  14. 14. Thank You, Free Resources, and Q&A Website: http://www.terametric.com Blog: http://www.terametric.com/blog Presentation Recordings: http://www.terametric.com/webinars ROI Resources http://www.terametric.com/roiresources Follow Terametric on Twitter: @Terametric Email us with your questions: info@terametric.com Call us to start a conversation: +1 (617) 475 - 1655 Hashtag: #TwitterROI | terametric | 14