ROI of Twitter

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ROI of Twitter

  1. 1. The ROI of Twitter By Danielle Glick @SocialMediaDFW @Dallas_Foodie
  2. 2. Get Social NOW <ul><li>Hashtag #TwitterROI to: </li></ul><ul><li>Check in to this panel </li></ul><ul><li>Share tips on Twitter </li></ul><ul><li>Tweet questions </li></ul><ul><li>Tweet feedback @SocialMediaDFW </li></ul>
  3. 3. Topics <ul><li>First, some context </li></ul><ul><li>The ROI Gap </li></ul><ul><li>The dollar value </li></ul><ul><li>Link tracking </li></ul><ul><li>Twitter promotions </li></ul><ul><li>Influencers </li></ul><ul><li>Lead generation </li></ul>
  4. 4. First, some context
  5. 5. Where I’m Coming From <ul><li>Social Media Director & Owner of DGdesign LLC </li></ul><ul><ul><li>Social media marketing, strategy, training </li></ul></ul><ul><ul><li>B2C clients </li></ul></ul><ul><ul><li>Small-medium businesses, small budgets </li></ul></ul><ul><ul><li>Online companies and brick-n-mortor stores </li></ul></ul>
  6. 6. Do you have similar clients? RAISE YO PAWZ Image courtesy flickr.com/photos/cgandolfo
  7. 7. The ROI Gap
  8. 8. The Value of Social Media <ul><li>Creates intent to buy </li></ul><ul><ul><li>Educate consumers </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Keep your brand top-of-mind </li></ul></ul><ul><li>Drives traffic to a purchase point </li></ul><ul><ul><li>Generate leads and referrals </li></ul></ul><ul><ul><li>Get people to your web site/store </li></ul></ul>
  9. 9. The Gap <ul><li>Social media does NOT finalize the sale </li></ul><ul><li>Gap factors that determine final sale: </li></ul><ul><ul><li>Web: Usability, design, content </li></ul></ul><ul><ul><li>In store: sales person, store layout </li></ul></ul>
  10. 10. Translated into Biz Terms <ul><li>Social media: </li></ul><ul><li>Increases short-term sales </li></ul><ul><li>Creates long-term brand loyalists </li></ul><ul><li>Makes it easier for consumers to make referrals </li></ul><ul><li>Resolves customer service issues </li></ul>
  11. 11. $ The Dollar Value $
  12. 12. 2 Numbers to Calculate <ul><li>Value of one customer </li></ul><ul><li>Cost of other customer service channels </li></ul>Image courtesy aatomsmith.typepad.com
  13. 13. The Short Value of One <ul><li>Calculate: average sale per per unit of incoming traffic </li></ul><ul><ul><li>“Traffic” can be web hits or people walking in the door </li></ul></ul><ul><li>Example: for every 100 unique hits, you get one $50 checkout </li></ul><ul><ul><li>100 hits ÷ $50 = $2 per unit of traffic </li></ul></ul>
  14. 14. The Long Value of One <ul><li>Calculate: average lifetime value of a customer </li></ul><ul><li>Example: customer who bought $50 buys 20 times in their lifetime </li></ul><ul><ul><li>$50 x 20= $1000 </li></ul></ul><ul><ul><li>Customer tweets about you, drives 6 new customer referrals just like themselves </li></ul></ul><ul><ul><ul><li>6 x $1000 = $6000 lifetime value </li></ul></ul></ul>
  15. 15. Value of Customer Service <ul><li>How much does a CSR cost on the phone, email, web chat vs. Twitter? </li></ul><ul><ul><li>Appx. $3-18 per call </li></ul></ul><ul><li>What is the hidden value of customers more willing to tweet than call? </li></ul><ul><ul><li>More small problems get resolved </li></ul></ul><ul><ul><li>Happier customers </li></ul></ul>
  16. 16. Link Tracking
  17. 17. 3 Things You Need to Know Images courtesy bit.ly Social interactions Traffic sources Total clicks
  18. 18. Link Tracking Services <ul><li>Use a shortener AND stat tracking service for every link: </li></ul><ul><ul><li>Bit.ly </li></ul></ul><ul><ul><li>Ow.ly/Ht.ly </li></ul></ul><ul><ul><li>And others </li></ul></ul><ul><li>Use Google Analytics to see where users click once they arrive </li></ul>
  19. 19. Twitter Promotions
  20. 20. Twitter Promotion Ideas <ul><li>Anything exclusive to Twitter or with a code is trackable for Twitter ROI </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Discounts </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Contests </li></ul></ul>
  21. 21. Real Examples Images courtesy DGdesign LLC
  22. 22. Influencers
  23. 23. Identify Your Influencers <ul><li>Klout.com </li></ul><ul><ul><li>Score </li></ul></ul><ul><ul><li>Topics </li></ul></ul><ul><ul><li>Lists </li></ul></ul><ul><li>Twitter suggestions and search </li></ul><ul><li>Guerilla techniques: follow your web </li></ul>
  24. 24. How to Engage Influencers <ul><li>Put them in Twitter lists and monitor </li></ul><ul><li>Reply and RT them </li></ul><ul><li>Invite them to an exclusive event </li></ul><ul><ul><li>New product/service launch </li></ul></ul><ul><ul><li>Test group for new item </li></ul></ul><ul><ul><li>Free product/service night </li></ul></ul><ul><ul><li>Judge a competition </li></ul></ul>
  25. 25. Lead Generation
  26. 26. Set Up a Listening Station <ul><li>Listen for key words about your industry/products/service </li></ul><ul><ul><li>Research SEO key phrases </li></ul></ul><ul><li>Reply to these tweets </li></ul><ul><li>Can be time-consuming </li></ul><ul><ul><li>Calculate lead/sale and referral impact </li></ul></ul>
  27. 27. What should you do next?
  28. 28. Track Your Traffic <ul><li>Google Analytics </li></ul><ul><li>Ask “How did you hear about us?” </li></ul><ul><li>Code redemptions </li></ul><ul><li>Promo traffic </li></ul><ul><li>Event attendance </li></ul><ul><li>Contest entries </li></ul>
  29. 29. Take Action Today <ul><li>Calculate your short and long values </li></ul><ul><li>Set up a link tracker </li></ul><ul><li>Create Twitter promotions </li></ul><ul><li>Find and engage influencers </li></ul><ul><li>Listen for leads </li></ul><ul><li>Track your traffic </li></ul>
  30. 30. Connect With Me <ul><li>Slideshare.net/DGdesign </li></ul><ul><li>Tweet @SocialMediaDFW </li></ul><ul><li>Come up and ask me questions </li></ul><ul><li>Get my business card, scan with your phone: </li></ul>Scan with i-nigma app

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