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
- 2. People find information and each other through connected points of interest. We need to connect those points of interest to business goals. That means we first need to have goals. We need to know where we are… and where we want to go. We also need to understand where the transfer of opinion, need, interest, and loyalty occurs (aka relationships.)
- 3. UNDERSTANDING WHERE “WE” ARE
- 4. On Tuesday, I was with my cohorts in Social Media Club at Swedish Medical THIS PHOTO WILL BE FOUND ON “ “ WHETHER I LIKE IT OR NOT.
- 5. KNOWING I’M ON GOOGLE, I MAY AS WELL MANAGE MY APPEARANCE
- 6. THIS BRINGS US TO THE QUESTION,WHERE IS EVERYONE ELSE?
- 7. 82% of U.S. Consumers Search OnlineSOURCE: NIELSEN ONE BILLION local searches occur every monthSOURCE: ComScore 65.4% 17% 3.8% 11.3% *DATA comScore, Feb 2010
- 9. WHERE DO “WE” WANT TO DRIVE PEOPLE ?
- 12. Manpower
- 13. Technology
- 14. Training
- 16. Transactions
- 18. Transactions
- 20. Organic Traffic
- 22. Usability Groups
- 24. Manpower
- 25. Technology
- 26. Training
- 28. Crisis Response
- 32. Network Growth
- 35. Transactions
- 37. Organic Traffic
- 39. Usability Groups
- 41. Manpower
- 42. Technology
- 43. Training
- 45. Crisis Response
- 49. Network Growth
- 52. Transactions
- 54. Organic Traffic
- 56. Usability Groups
- 58. Crisis Response
- 62. Network Growth
- 64. The consumer funnel takes users along a journey—awareness, consideration, search, intent to purchase, and retention. We spend a lot of money getting people into the funnel. THERE ARE INHERENT FLAWS, People escape the funnel…
- 66. SOCIAL MEDIA FUNNEL INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION SOCIAL MEDIA
- 67. ENTERPRISE EXAMPLE: ONLINE PIPELINE VALUE $30,000 Campaign $3.00 PER VISIT $300 PER INQUIRY $1200 PER LEAD $12000 PER CLIENT
- 68. ENTERPRISE EXAMPLE: SOCIAL MEDIA VALUE $12000 PER CLIENT $1200 PER LEAD $300 PER INQUIRY $3.00 PER VISIT $30,000 POTENTIAL RETURN
- 69. Models and tools for improvingthe funnel.
- 70. Your Brand Keyword AVERAGE PAGE EXPOSURE:36.6 seconds BRAND VISBILITY PAID BRAND VISBILITY 100 90 80 PAID 50 40 30 20 10 10 10 10 CLICK & AUDIENCE SHARE BRAND VISIBILITY 42.4 11.8 8.4 6.2 4.9 4.1 3.4 3.1 2.7 2.9 100 100 100 85 60 50 50 30 30 20 ORGANIC
- 72. WOULDN’T IT BE NICE TO INCLUDEALL THE INDIVIDUALS, TEAMS, BUDGETS, AND INSIGHTS TO SUPPORT THE END GOAL… OF CREATING A BETTER PROCESS?
- 75. What about some actionable tools?
- 78. Web Users - Addictomatic
- 79. Outreach & Profiling - 123people.com
- 80. This presentation available @ slideshare.net/123socialmedia
- 81. Thank You, Questions Please. SYNDICATED OPPORTUNITY REACH OWNED BOUGHT EARNED CONTROL RISK Barry Hurd123SocialMedia.comhttp://twitter.com/123socialmedia
Editor's Notes
- $300k budget at top, does this pipeline make sense? ADD COST