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Making Dollars and Cents of Social Media
Driving Revenue Growth Through Content Marketing
Session 1: Aligning Your Program...
Making Dollars and Cents of Social Media
Driving Revenue Growth Through Content Marketing
Don’t Miss Session 2: Measuring ...
© 2013 Progress Software Corporation. All rights reserved.3
Joining the webinar audio by telephone
© 2013 Progress Software Corporation. All rights reserved.4
Joining the webinar audio by telephone
© 2013 Progress Software Corporation. All rights reserved.5
Listening to the webinar audio via your computer
If you accide...
Making Dollars and Cents of Social Media
Driving Revenue Growth Through Content Marketing
Session 1: Aligning Your Program...
Making Dollars and Cents of Social Media
Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
© 2013 Progress Software Corporation. All rights reserved.8
Your Program Leader
• You’ll have questions, ideas and concern...
© 2013 Progress Software Corporation. All rights reserved.9
Outcomes: What You’ll Get Out of This Program
 You’ll know ho...
© 2013 Progress Software Corporation. All rights reserved.10
Agenda – Day 1
1. Social media and the marketing world: What’...
© 2013 Progress Software Corporation. All rights reserved.11
Agenda – Day 2
4. How to measure your awareness-building camp...
© 2013 Progress Software Corporation. All rights reserved.12
What’s New in Social Media, and
Why You Should Care
FACT: Jus...
© 2013 Progress Software Corporation. All rights reserved.13
Who Uses Social Media / What’s New In Social Media?
 Social ...
© 2013 Progress Software Corporation. All rights reserved.14
Should We Break Up With Social Media?
Courtesy of Digiday, Ea...
© 2013 Progress Software Corporation. All rights reserved.15
How People Use Social Media
 Are Gallup’s numbers right? Pro...
© 2013 Progress Software Corporation. All rights reserved.16
The First Question You Must Ask
http://www.ameshistory.org/ex...
© 2013 Progress Software Corporation. All rights reserved.17
Is This Trip Really Necessary? Possibly!
 Research from ISM ...
© 2013 Progress Software Corporation. All rights reserved.18
The Next Questions You Must Ask
 Are your customers online? ...
© 2013 Progress Software Corporation. All rights reserved.19
Tools for Asking and Answering these Questions
 Google Searc...
© 2013 Progress Software Corporation. All rights reserved.20
The Evolution of Content Marketing
The Intersection of Storie...
© 2013 Progress Software Corporation. All rights reserved.21
What is Content Marketing?
 Content marketing was a response...
© 2013 Progress Software Corporation. All rights reserved.22
Content Marketing is Hot
 98% of marketers surveyed plan to ...
© 2013 Progress Software Corporation. All rights reserved.23
Content Marketing is Hot. BUT…
http://www.flickr.com/photos/2...
© 2013 Progress Software Corporation. All rights reserved.24
Content Marketing
http://www.flickr.com/photos/jewe/290591333...
© 2013 Progress Software Corporation. All rights reserved.25
Content Marketing = Search + Social + Media… Only If You Can ...
© 2013 Progress Software Corporation. All rights reserved.26
But Is It Working?
 A conversion is a measurable event that ...
© 2013 Progress Software Corporation. All rights reserved.27
The Best Tools for Measuring Effectiveness
ESSENTIAL
 Web An...
© 2013 Progress Software Corporation. All rights reserved.28
Eyes vs Wallets
The Two Major Social Marketing Strategies
PR ...
© 2013 Progress Software Corporation. All rights reserved.29
What Drives You?
AWARENESS
 Ideal for
• Feeding the top of t...
© 2013 Progress Software Corporation. All rights reserved.30
In Our Next Session
 We’ll explore how to build and measure ...
Questions
Todd Van Hoosear: vanhoosear@hbagency.com
@vanhoosear
© 2013 Progress Software Corporation. All rights reserved.33
More Demographic Data
Bonus Slides
© 2013 Progress Software Corporation. All rights reserved.34
Profile: LinkedIn
http://www.onlinemba.com/blog/social-media-...
© 2013 Progress Software Corporation. All rights reserved.35
Profile: Google+
http://www.onlinemba.com/blog/social-media-d...
© 2013 Progress Software Corporation. All rights reserved.36
Profile: Facebook
http://www.onlinemba.com/blog/social-media-...
© 2013 Progress Software Corporation. All rights reserved.37
Profile: Twitter
http://www.onlinemba.com/blog/social-media-d...
© 2013 Progress Software Corporation. All rights reserved.38
Profile: Pinterest
http://www.onlinemba.com/blog/social-media...
© 2013 Progress Software Corporation. All rights reserved.39
Profile: Reddit
http://www.onlinemba.com/blog/social-media-de...
Making Dollars and Cents of Social Media: Part 1
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Making Dollars and Cents of Social Media: Part 1

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This two part webinar series is hosted by Progress Partner Marketing. Key topics:

1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?

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  • Thank you for joining today’s webinar: Making dollars and cents of social media, driving revenue growth through content marketing. This two part webinar series is hosted by Progress Partner Marketing.
  • Part 1: Aligning Your Program. Part 2: Measuring Your Success. The registration link is provided here, and is case sensitive.

    …..before we get started let me take you through a few “housekeeping items”
  • When you joined this Webinar, you saw the pop up window with details on the US toll and toll-free dial in numbers. You can view international dial in numbers by clicking on the link “View Global Numbers”.
  • If you inadvertently close this window, you can access it again by clicking on “Communicate” > “Teleconference” and “Join Teleconference” from the top menu bar.
  • 1) If you accidentally disconnect your audio connection, select “Communicate” and then “Join Audio Broadcast” to reconnect.
    2) If your sound card experiences difficulty, you can request a phone connection by clicking on the “Phone Request” button seen highlighted with the red square.
    3) Submit your questions and contact today’s host via the Chat Window – we will collect all questions through this chat window.

  • Thank you for joining today’s webinar: Making dollars and cents of social media, driving revenue growth through content marketing. This two part webinar series is hosted by Progress Partner Marketing. The presenter is Todd Van WHO-zeer
  • Todd Van WHO-zeer is vice president of public relations and stakeholder engagement at HB Agency, an integrated marketing and communications agency based in the Boston area. Todd’s clients have included some of the biggest brands in telecommunications, engineering, publishing and technology. Todd helps his clients find, craft messages for, engage and help create lasting relationships with influencers and community members. In addition to his work with HB, Todd teaches marketing communications at Boston University and is a fellow of the Society for New Communications Research. Todd, take it away!
  • Transcript of "Making Dollars and Cents of Social Media: Part 1"

    1. 1. Making Dollars and Cents of Social Media Driving Revenue Growth Through Content Marketing Session 1: Aligning Your Program Hosted by: Progress Partner Marketing Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
    2. 2. Making Dollars and Cents of Social Media Driving Revenue Growth Through Content Marketing Don’t Miss Session 2: Measuring Your Success Thursday, 10am US ET July 31st, 2014 Register: (case sensitive)http://ow.ly/zFsVg
    3. 3. © 2013 Progress Software Corporation. All rights reserved.3 Joining the webinar audio by telephone
    4. 4. © 2013 Progress Software Corporation. All rights reserved.4 Joining the webinar audio by telephone
    5. 5. © 2013 Progress Software Corporation. All rights reserved.5 Listening to the webinar audio via your computer If you accidentally disconnect your audio connection, select “Communicate” and then “Join Audio Broadcast” to reconnect. “Phone Request” button  Submit your questions via the Chat Window
    6. 6. Making Dollars and Cents of Social Media Driving Revenue Growth Through Content Marketing Session 1: Aligning Your Program Hosted by: Progress Partner Marketing Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
    7. 7. Making Dollars and Cents of Social Media Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
    8. 8. © 2013 Progress Software Corporation. All rights reserved.8 Your Program Leader • You’ll have questions, ideas and concerns • We’ll have a Q&A at the end of this call • Or you can tweet your questions to me @vanhoosear using the #smprgs hashtag • Or you can ask them on Thursday’s call • Or you can email me privately at vanhoosear@hbagency.com
    9. 9. © 2013 Progress Software Corporation. All rights reserved.9 Outcomes: What You’ll Get Out of This Program  You’ll know how to find your current and prospective customers online and build a content marketing program that reaches them  You’ll be familiar with accepted and emerging marketing techniques on the major social media platforms  You’ll know how to measure your success http://www.flickr.com/photos/tworubies/5212375665/
    10. 10. © 2013 Progress Software Corporation. All rights reserved.10 Agenda – Day 1 1. Social media and the marketing world: What’s new, and why you should care? • Key Question: Where online are your customers, competitors and influencers? 2. The evolution of content marketing: The intersection of stories, search and social • Key Question: Which content forms are resonating with your customers and influencers? 3. Eyes vs wallets: The two major social marketing strategies • Key Question: Which of the two key strategic marketing approaches will you take?
    11. 11. © 2013 Progress Software Corporation. All rights reserved.11 Agenda – Day 2 4. How to measure your awareness-building campaign • Key Question: Are your marketing efforts reaching the right people? Are they converting? 5. How to measure your lead generation campaign • Key Question: Which sources, campaigns and nurturing activities generate the most value? 6. What’s next: Where is this technology and marketing heading? • Key Question: How should you prioritize your marketing efforts in 2015?
    12. 12. © 2013 Progress Software Corporation. All rights reserved.12 What’s New in Social Media, and Why You Should Care FACT: Just 34% of marketers surveyed say they are seeing ROI from social media marketing, but 52% believe their social media efforts will eventually produce ROI. - ExactTarget
    13. 13. © 2013 Progress Software Corporation. All rights reserved.13 Who Uses Social Media / What’s New In Social Media?  Social media is more popular than ever  “Social media” may just finally be “media?”  The lines between paid and unpaid media continue to blur  More participants and more content means better filters are needed  Perfect opportunity for curation  More importantly, content marketers need to make better content to break through the better filters
    14. 14. © 2013 Progress Software Corporation. All rights reserved.14 Should We Break Up With Social Media? Courtesy of Digiday, Eat24.
    15. 15. © 2013 Progress Software Corporation. All rights reserved.15 How People Use Social Media  Are Gallup’s numbers right? Probably not.  But we can still learn from these data http://www.gallup.com/poll/171785/americans-say-social-media-little-effect-buying- decisions.aspx
    16. 16. © 2013 Progress Software Corporation. All rights reserved.16 The First Question You Must Ask http://www.ameshistory.org/exhibits/events/gas_milage_ration_windshield_B_ stamp_reverse.jpg
    17. 17. © 2013 Progress Software Corporation. All rights reserved.17 Is This Trip Really Necessary? Possibly!  Research from ISM Search & Social found that 97% of people say their buying decisions are influenced by social groups.  Whether you should or not depends on • Your interest, ability & time • Your risk exposure & tolerance • Your clients’ presence online • Your support team • Your budget
    18. 18. © 2013 Progress Software Corporation. All rights reserved.18 The Next Questions You Must Ask  Are your customers online? How about your competitors? Are their influencers online?  Two ways to learn about your customers: • Observe – Easier and easier to do – Testable (e.g., via A/B Testing) • Ask – Harder – Intrusive (when to do it?) – More subject to bias – Potentially more rewarding
    19. 19. © 2013 Progress Software Corporation. All rights reserved.19 Tools for Asking and Answering these Questions  Google Search  Twitter & Facebook Search  Mailchimp + SocialPro  SurveyMonkey
    20. 20. © 2013 Progress Software Corporation. All rights reserved.20 The Evolution of Content Marketing The Intersection of Stories, Search and Social PR is the combination of the art of storytelling with the science of influence.
    21. 21. © 2013 Progress Software Corporation. All rights reserved.21 What is Content Marketing?  Content marketing was a response to the evolution of search engine technology  Since content marketing’s rapid rise to popularity, search engine technology has evolved  Content marketing techniques must evolve with it
    22. 22. © 2013 Progress Software Corporation. All rights reserved.22 Content Marketing is Hot  98% of marketers surveyed plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets.  The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).  $135 billion will be spent on new digital marketing collateral (content) in 2014. Source: ExactTarget, Jeff Bullas
    23. 23. © 2013 Progress Software Corporation. All rights reserved.23 Content Marketing is Hot. BUT… http://www.flickr.com/photos/22711505@N05/5766880112/ If you build it…
    24. 24. © 2013 Progress Software Corporation. All rights reserved.24 Content Marketing http://www.flickr.com/photos/jewe/2905913332/ Will they come?
    25. 25. © 2013 Progress Software Corporation. All rights reserved.25 Content Marketing = Search + Social + Media… Only If You Can Be Found It’s a search game. And a social game. And a media game. All in one.
    26. 26. © 2013 Progress Software Corporation. All rights reserved.26 But Is It Working?  A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)  Possible examples of conversions: • Follow / friend / fan a social profile • Like / +1 / favorite a post • Share / re-tweet content • Sign up for mailing list • Open email • Click-through to website • Ask for more information on offering • Purchase / donate • Repurchase • Advocacy / evangelism http://en.wikipedia.org/wiki/Conversion_rate
    27. 27. © 2013 Progress Software Corporation. All rights reserved.27 The Best Tools for Measuring Effectiveness ESSENTIAL  Web Analytics (e.g., Google Analytics) (Behavior -> Site Content -> All Pages) EVEN BETTER  Campaign Codes +  Link Shortener (e.g., bitly.com) +  Web Analytics (e.g., Google Analytics)
    28. 28. © 2013 Progress Software Corporation. All rights reserved.28 Eyes vs Wallets The Two Major Social Marketing Strategies PR is the combination of the art of storytelling with the science of influence.
    29. 29. © 2013 Progress Software Corporation. All rights reserved.29 What Drives You? AWARENESS  Ideal for • Feeding the top of the sales and marketing funnel • Influencing the influencers of big ticket or long lead item purchases • Driving sales of impulse, small ticket or in-store retail items  Top campaign/program priorities • Exposure • Eyeballs • Quick purchases  Pair with • Strong analytics LEAD GENERATION  Ideal for  Going deeper into the sales and marketing funnel  Reaching the buyer of big ticket or long lead items directly  Online sales  Top campaign/program priorities  Actions  Wallets  Pair with  A solid email marketing program  Marketing automation
    30. 30. © 2013 Progress Software Corporation. All rights reserved.30 In Our Next Session  We’ll explore how to build and measure both awareness-building and lead-generation campaigns  We’ll look at where marketing technology is evolving
    31. 31. Questions Todd Van Hoosear: vanhoosear@hbagency.com @vanhoosear
    32. 32. © 2013 Progress Software Corporation. All rights reserved.33 More Demographic Data Bonus Slides
    33. 33. © 2013 Progress Software Corporation. All rights reserved.34 Profile: LinkedIn http://www.onlinemba.com/blog/social-media-demographics/
    34. 34. © 2013 Progress Software Corporation. All rights reserved.35 Profile: Google+ http://www.onlinemba.com/blog/social-media-demographics/
    35. 35. © 2013 Progress Software Corporation. All rights reserved.36 Profile: Facebook http://www.onlinemba.com/blog/social-media-demographics/
    36. 36. © 2013 Progress Software Corporation. All rights reserved.37 Profile: Twitter http://www.onlinemba.com/blog/social-media-demographics/
    37. 37. © 2013 Progress Software Corporation. All rights reserved.38 Profile: Pinterest http://www.onlinemba.com/blog/social-media-demographics/
    38. 38. © 2013 Progress Software Corporation. All rights reserved.39 Profile: Reddit http://www.onlinemba.com/blog/social-media-demographics/
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