University of Washington MCDM New Media Presentation

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This is a presentation given to the University of Washington's Master's of Communication in Digital Media class. It covers a progression of personal brand and online identity being applied to the standard ROI funnel, along with discussion points for applying the concepts across organizational silos outside of the marketing channel.

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University of Washington MCDM New Media Presentation

  1. Where Social Media MattersAudience Knowledge Leads to Insightful Relationships<br />
  2. People find information and each other through connected points of interest.<br />We need to connect those points of interest to business goals.<br />That means we first need to have goals. We need to know where we are… and where we want to go.<br />We also need to understand where the transfer of opinion, need, interest, and loyalty occurs (aka relationships.) <br />
  3. UNDERSTANDING WHERE “WE” ARE<br />
  4. On Tuesday, I was with my cohorts in Social Media Club at Swedish Medical<br />THIS PHOTO WILL BE FOUND ON “ “ WHETHER I LIKE IT OR NOT. <br />
  5. KNOWING I’M ON GOOGLE, I MAY AS WELL MANAGE MY APPEARANCE<br />
  6. THIS BRINGS US TO THE QUESTION,WHERE IS EVERYONE ELSE?<br />
  7. 82% of U.S. Consumers Search OnlineSOURCE: NIELSEN<br />ONE BILLION local searches occur every monthSOURCE: ComScore<br />65.4%<br />17%<br />3.8%<br />11.3%<br />*DATA comScore, Feb 2010<br />
  8. WHERE DO “WE” WANT TO DRIVE PEOPLE ?<br />
  9. TRADITIONAL ROI CHANNEL<br />Investment<br /><ul><li>Time
  10. Manpower
  11. Technology
  12. Training
  13. Cash</li></ul>Return<br /><ul><li>Revenue
  14. Transactions
  15. New Customers</li></li></ul><li>SOCIAL MEDIA ROI CHANNEL<br />Financial<br /><ul><li>Revenue
  16. Transactions
  17. New Customers </li></ul>Digital Presence<br /><ul><li>Link Building (SEO)
  18. Organic Traffic
  19. Brand Defense (SERPS)</li></ul>Development<br /><ul><li>Process Efficiency
  20. Usability Groups
  21. Opportunity Creation</li></ul>Investment<br /><ul><li>Time
  22. Manpower
  23. Technology
  24. Training
  25. Cash</li></ul>Communication<br /><ul><li>Reputation influence
  26. Crisis Response
  27. PR and Exposure</li></ul>Retention<br /><ul><li>Customer Service
  28. Long Term Revenue
  29. Client Education</li></ul>Marketing<br /><ul><li>Differentiation
  30. Network Growth
  31. Earned Media</li></li></ul><li>BUT WAIT, HOW ABOUT MAKING BUSINESS PERSONAL AGAIN ?<br />
  32. SOCIAL MEDIA CHANNEL<br />Financial<br /><ul><li>Revenue
  33. Transactions
  34. New Customers </li></ul>Digital Presence<br /><ul><li>Link Building (SEO)
  35. Organic Traffic
  36. Brand Defense (SERPS)</li></ul>Development<br /><ul><li>Process Efficiency
  37. Usability Groups
  38. Opportunity Creation</li></ul>Investment<br /><ul><li>Time
  39. Manpower
  40. Technology
  41. Training
  42. Cash</li></ul>Communication<br /><ul><li>Reputation influence
  43. Crisis Response
  44. PR and Exposure</li></ul>Retention<br /><ul><li>Customer Service
  45. Long Term Revenue
  46. Client Education</li></ul>Marketing<br /><ul><li>Differentiation
  47. Network Growth
  48. Earned Media</li></li></ul><li>INDIVIDUAL DATA FOOTPRINT<br />EXPOSURE CHANNELS<br />INFLUENCE NETWORKS<br />INTEREST TOPICS<br />(NEW CONNECTIONS)<br />
  49. SOCIAL MEDIA ROI PROCESS<br />Financial<br /><ul><li>Revenue
  50. Transactions
  51. New Customers </li></ul>Digital Presence<br /><ul><li>Link Building (SEO)
  52. Organic Traffic
  53. Brand Defense (SERPS)</li></ul>Development<br /><ul><li>Process Efficiency
  54. Usability Groups
  55. Opportunity Creation</li></ul>Communication<br /><ul><li>Reputation influence
  56. Crisis Response
  57. PR and Exposure</li></ul>Retention<br /><ul><li>Customer Service
  58. Long Term Revenue
  59. Client Education</li></ul>Marketing<br /><ul><li>Differentiation
  60. Network Growth
  61. Earned Media</li></li></ul><li>http://loichay.tumblr.com/post/178728159/10-levels-of-intimacy-in-todays-communication<br />
  62. The consumer funnel takes users along a journey—awareness, consideration, search, <br />intent to purchase, and retention. <br />We spend a lot of money getting people into the funnel.<br />THERE ARE INHERENT FLAWS, <br />People escape the funnel… <br />
  63. TRADITIONAL FUNNEL<br />
  64. SOCIAL MEDIA FUNNEL<br />INTERACTION<br />INTERACTION<br />INTERACTION<br />INTERACTION<br />INTERACTION<br />INTERACTION<br />INTERACTION<br />SOCIAL MEDIA<br />
  65. ENTERPRISE EXAMPLE: ONLINE PIPELINE VALUE<br />$30,000 Campaign<br />$3.00 PER VISIT<br />$300 PER INQUIRY<br />$1200 PER LEAD<br />$12000 PER CLIENT<br />
  66. ENTERPRISE EXAMPLE: SOCIAL MEDIA VALUE<br />$12000 PER CLIENT<br />$1200 PER LEAD<br />$300 PER INQUIRY<br />$3.00 PER VISIT<br />$30,000 POTENTIAL RETURN<br />
  67. Models and tools for improvingthe funnel. <br />
  68. Your Brand Keyword <br />AVERAGE PAGE EXPOSURE:36.6 seconds<br />BRAND<br />VISBILITY<br />PAID<br />BRAND<br />VISBILITY<br />100<br />90<br />80<br />PAID<br />50<br />40<br />30<br />20<br />10<br />10<br />10<br />10<br />CLICK & AUDIENCE<br />SHARE<br />BRAND<br />VISIBILITY<br />42.4<br />11.8<br />8.4<br />6.2<br />4.9<br />4.1<br />3.4<br />3.1<br />2.7<br />2.9<br />100<br />100<br />100<br />85<br />60<br />50<br />50<br />30<br />30<br />20<br />ORGANIC<br />
  69. WOULDN’T IT BE NICE TO INCLUDEALL THE INDIVIDUALS, TEAMS, BUDGETS, AND INSIGHTS TO SUPPORT THE END GOAL… OF CREATING A BETTER PROCESS?<br />
  70. What about some actionable tools?<br />
  71. FireFox - WebMynd<br />
  72. Finding Conversations- SocialMention<br />
  73. Web Users - Addictomatic<br />
  74. Outreach & Profiling - 123people.com<br />
  75. This presentation available @<br />slideshare.net/123socialmedia<br />
  76. Thank You, Questions Please. <br />SYNDICATED<br />OPPORTUNITY<br />REACH<br />OWNED<br />BOUGHT<br />EARNED<br />CONTROL<br />RISK<br />Barry Hurd123SocialMedia.comhttp://twitter.com/123socialmedia<br />

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