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Generating ROI from Social Media - Crimson Consulting


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Provides an overview of how to leveraging social media to generate leads and create revenue. By Crimson Consulting's Dylan Charles, Karen O'Brien and Jim Meyer.

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Generating ROI from Social Media - Crimson Consulting

  1. 1. eTrigue Webinar Series…Creating Social ROIDylan CharlesKaren O’BrienJim MeyerFebruary, 2011
  2. 2. Creating Social ROI• Leveraging Social Media to Generate Leads and Create Revenue: • Listen • Create a Content Strategy Dylan Charles Karen O’Brien Crimson Consulting Crimson Consulting • Engage with your Targets • Integrate your Platforms • Capture, Nurture, and Close • Measure• Getting Started Jim Meyer eTrigue 1
  3. 3. Social Media Plays a Significant Role in Purchase Decision Making  Over 25% of buyers visit forums and social networks to get product information  42% of B2B buyers believe that editorial or 3rd party content is more valuable than vendor content  84% of BDMs stated that professional peers and colleagues (word-of-mouth) had the greatest influence on purchasing decisions  Investment in Social Media is rapidly 2 © CRIMSON CONSULTING 2011
  4. 4. CMO’s are moving towards measuring social media conversions and revenue in 2011 Conversions and revenue move up to dramatically change how social media is being measured, many are looking to Facebook as a 3 © CRIMSON CONSULTING 2011
  5. 5. Not Just a Fad, Real Results There is significant ROI here.  $3M+ Sales via Twitter Channel  Basic Twitter moderation costs only range from $8 - $10K per month  “Nelson says Twitter is now a serious and tangible marketing channel, helping to move large inventory bubbles with a few posts” – Source: Marketing Profs  $250K Deal – Source: Twitter Program  This also came on a minimal Twitter engagement  “92% of B2B technology buyers consider themselves engaging in some form of social media,” Dunay says. – Source: Social Media Examiner, ‘It Pays to Listen: A $250K Twitter Sale’, Nov 12, 2009  $15M Sales via Facebook Campaign  Facebook Campaigns of this sort only costs from $25 - $100K  Campaign tracked sales through initial contact to final sale by tracking leads and managing in the SFA 4 © CRIMSON CONSULTING 2011
  6. 6. Impacts More than Just Revenue Product Marketing Sales Support Increase Engagement *Blogs, YouTube, Events Drive Evangelism & PR *Twitter, Facebook, YouTube Improve SEO Strategy *Blogs, Answers, YouTube Lead Gen/Sales *Twitter, LinkedIn, Facebook Collaboration and Innovation *Twitter, LinkedIn Gain Customer Insight *Twitter, Facebook Create Competitive 5 © CRIMSON CONSULTING 2011
  7. 7. How to Leverage Social Media to Generate Leads and Create Revenue  Hear what your customers and Listen the channel is talking about  What do your customers want?  What worked? Develop a  What do you have? Measure and Content Is it ready?  What didn’t? Improve  Strategy  Where will it lead people?  Take what you have Nurture your and make it usable Use the leads and turn  Participate  Nurture and Close Content to them into Engage  Publish revenue  Respond  Establish your social architecture  Landing pages aligned to content Capture and Convert  Capture information on the inbound traffic  Turn visitors into 6 © CRIMSON CONSULTING 2011
  8. 8. Listen Listen to your community…and learn from what they’re saying about 7 © CRIMSON CONSULTING 2011
  9. 9. Develop a Content Strategy Develop a value-oriented content strategy considering content creation, management, integration / publishing workflow, and user-generated content. High Level, Critical Vibrant Social Mass Media Activity Campaign Level of Engagement Campaign Optimized for the Medium  Bite sized  Embed a call to Action  Embed a link Low Level, Minimal Users Launch of Social Media Programs Time 8 © CRIMSON CONSULTING 2011
  10. 10. Use Content to Engage To raise the interest of your peers, add value to the conversation, Add Value through sharing resources, being supportive, giving feedback or congratulating someone. If someone is mentioning your company or a product of yours, you have an open door to enter the conversation. Don’t let someone else control it, this is your opportunity to drive it the way you want. Respond Additionally, if someone talks to you or requires your attention, make sure to reply! If someone feels ignored, you’ve failed an important aspect of your Social Media strategy. Be polite and proper, people expect and want you to be human. If Be Real you don’t sound like a regular person, people won’t talk to you. Don’t just use social media to promote your products and services. If you repeat yourself too many times and are not adding any value Don’t Spam to conversations occurring on social networks, you may appear as a 9 © CRIMSON CONSULTING 2011
  11. 11. Capture and Convert Integrate Social Assets into Hub & Spoke(s) Architecture Create a social architecture linking your social engagement back to your hub  Your company’s website(s) are the hub  Focus on key social networks and identify and build engaged communities on each  Drive offsite traffic on social networks and through engagement back onsite to your hub  Publish relevant content consistently across all channels  Launch engagement campaigns consistently across all 10 © CRIMSON CONSULTING 2011
  12. 12. Social to Close Social Media Programs  Tightly coupled with traditional marketing  Every program tied to web and “premium content” Conversion  Form Fills and email link clicks start tracking  Track all actions to build a digital biography  Tie Anonymous social and other activities to a “known prospect” Continued Harvesting  Continue ongoing outbound  Tie content to interests Close Sales by Focusing  Sales Team chooses who is “hot”  Hot leads pushed to CRM/Funnel  Sales Team closes hot 11 © CRIMSON CONSULTING 2011
  13. 13. Pragmatic Steps to Get Started Crawl Walk Run Fly Social Media Establish Social Optimize & Expand Build Build Goal Media Presence Engagement / Content Momentum Advocacy Target  Prospects: Generate Leads,  Customers: Create and  Prospects & Customers:  Prospects: Consideration & Trial & Purchase Nurture Advocates Audience & Awareness of SM Presence & Trial Communities  Customers: Expand & Extend  Prospects: Increase rate of Goals  Customers: Engagement Relationships Leads, Trial & Purchase Desired  Optimize SM Architecture and  Increasing Participation  Increasing Engagement  Advocacy Outcomes align with Brand Architecture  Align Social Media Assets with  Establish Repository of Social  Nurture Brand Architecture  Encourage and Reward Initiatives Media Content  Initiate Lead Generation  Setup Ongoing Monitoring & Advocacy  Initiate Moderation Program Campaigns Analytics Resource  1.0 – 6.5 FTEs  2.5 – 4.0 FTEs  2.5 – 4.0 FTEs  2.5 – 4.0 FTEs Requirements  Posts, Comments, Messages,  Content and Conversation Ratings Volume  Form Capture/Data Capture  Friends, Followers,  Content and Sentiment  Visits and Opportunities from  Sales Example Subscribers, Members Ranking Social Source  New customers Metrics  Page Views, Visitors, Traffic,  Unique visitors  Closed opportunities from  Share of wallet click stream, Referring url  User generated content Social sources  Topic Trends  Sharing, Reposts, 12 © CRIMSON CONSULTING 2011
  14. 14. Crimson Services Crimson is an end-to-end marketing consultancy. We specialize in Channels and Partners; Products and Markets; Interactive and Lead Management. Our clients include Adobe, Cisco, eBay, Hitachi, HP, IBM, Intel, Microsoft, Oracle, SAP, Seagate, Symantec, and Verizon. Channels and Products and Lead Interactive Partners Markets Management  Partner Program  Market Insight  Web Strategy,  Contact & Campaign Infrastructure Marketing & Management  Positioning & Development  Partner Community Messaging  Lead Nurturing & Management  Community Qualification  Content Services  Channels & Partner Development  Sales & Channel Marketing  Social Media Integration Marketing  Closed Loop Campaign ROI 13 © CRIMSON CONSULTING 2011
  15. 15. Thank You! Crimson Consulting 4970 El Camino Real, Los Altos, CA 94022 650.960.3600 Dylan Charles, Partner 650.429.0337 Karen O’Brien, Partner© CRIMSON CONSULTING 2011 650.429.0340