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SMPS012011

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Social Media:
Maturing from Explorative Steps to Lead Generation Engine with ROI

Published in: Business
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SMPS012011

  1. 1. Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI January 20, 2011
  2. 2. Digital Marketing <ul><li>Web presence + </li></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><li>Integrated </li></ul><ul><ul><li>branding & messaging </li></ul></ul><ul><li>Relevant </li></ul><ul><ul><li>Personalized & granular </li></ul></ul><ul><li>Engagement </li></ul><ul><li>ROI+ROA </li></ul>
  3. 3. <ul><li>Observation </li></ul><ul><ul><li>Where is our audience? </li></ul></ul><ul><ul><li>What are they saying? </li></ul></ul><ul><ul><li>What elicits response? </li></ul></ul><ul><li>Preparation </li></ul><ul><ul><li>Define value chain </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>Respond, refine </li></ul></ul><ul><li>Integration </li></ul>Essential Phases of Social Media Integration
  4. 4. <ul><li>Using specific social media activity , we help primary audience accomplish social objective “what” and make specific process or goal better as measured by relevant metrics and KPIs which is worth bottom-line business value . </li></ul>Value Chain Model
  5. 5. <ul><li>Brand as thought leaders in specific Market Segment </li></ul><ul><li>Build market awareness </li></ul><ul><li>Grow followers of raw leads </li></ul><ul><li>Engage and Convert leads to qualified sales prospects </li></ul><ul><li>Demonstrate ROI </li></ul>Business Objectives
  6. 6. Social Media <ul><li>B2B adoption curve </li></ul><ul><li>93% of B2B buyers start with search </li></ul><ul><li>Awareness + engagement </li></ul><ul><li>“ Free”…like a dog </li></ul><ul><li>Selective </li></ul>
  7. 7. Effectiveness
  8. 8. Set Goals <ul><li>Impressions </li></ul><ul><li>People vs. pageviews </li></ul><ul><li>Klout, comScore </li></ul><ul><li>Cost-per-lead </li></ul><ul><li>Conversion metrics </li></ul><ul><li>Predictive modeling </li></ul><ul><li>ROI </li></ul>
  9. 9. <ul><li>Resource limitations </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>In-house expertise </li></ul></ul>Potential Roadblocks
  10. 10. <ul><li>Start manageable & maintainable </li></ul><ul><li>Optimize your participation </li></ul><ul><li>Grow organically </li></ul><ul><li>Identify your critical mass threshold </li></ul><ul><li>Focus on the “how” </li></ul><ul><li>The “where” is a moving target </li></ul><ul><ul><li>In 2000 </li></ul></ul><ul><ul><ul><li>Yahoo had 67% search market </li></ul></ul></ul><ul><ul><ul><li>MySpace was king </li></ul></ul></ul>Plan for Success
  11. 11. <ul><li>Professional associations </li></ul><ul><li>Trade publications </li></ul><ul><li>Business partners </li></ul><ul><li>Clients & prospects </li></ul><ul><li>Google alerts </li></ul><ul><li>Content aggregator </li></ul><ul><li>Content creation </li></ul><ul><li>Hybrid </li></ul>Start at Home Choose an Approach
  12. 12. <ul><li>85 million + global members </li></ul><ul><li>Leading social media tool for professionals </li></ul><ul><li>Optimize your existing presence </li></ul><ul><ul><li>Firm </li></ul></ul><ul><ul><li>Personal Profile </li></ul></ul><ul><ul><li>Customize, personalize </li></ul></ul><ul><ul><li>Keyword/phrases </li></ul></ul><ul><li>Engagement Portal </li></ul><ul><ul><li>Answers </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>2 way communication </li></ul></ul>
  13. 13. <ul><li>Eroding distinction between email and social media </li></ul><ul><li>Mobile trend </li></ul><ul><li>Demographics + adoption curve </li></ul><ul><li>Market validation </li></ul><ul><li>Instantaneous interaction </li></ul>
  14. 14. <ul><li>Terminology </li></ul><ul><ul><li>RT, @, #, DM, Lists </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>HootSuite, TweetDeck, CoTweet, BirdHerd </li></ul></ul><ul><ul><li>TweetMeme WP plug in allows RT ‘suggestions’ </li></ul></ul><ul><li>Tweet volume peaks during business hours and evening </li></ul><ul><li>RTs peak 3pm-midnight </li></ul><ul><li>Promoted tweets </li></ul>
  15. 15. <ul><li>Largest search engine globally </li></ul><ul><li>SEO “mojo” </li></ul><ul><li>Quantity-quality determinations </li></ul><ul><li>Qualifications-based selection influence tbd </li></ul>
  16. 16. <ul><li>Audience distinctions </li></ul><ul><li>Tailor the message accordingly </li></ul><ul><li>Value comparison to: </li></ul><ul><ul><li>Email subscriber </li></ul></ul><ul><ul><li>RSS blog feed subscriber </li></ul></ul><ul><ul><li>Twitter follower </li></ul></ul><ul><ul><li>Retweet </li></ul></ul><ul><ul><li>Comment </li></ul></ul><ul><ul><li>Like </li></ul></ul>
  17. 17. <ul><li>Leverage for time savings </li></ul><ul><li>Respect the channel ‘rules’ </li></ul><ul><li>Audience distinction </li></ul>Cross Pollenate
  18. 18. Complementary Tools
  19. 19. <ul><li>Integrated Marketing Communications </li></ul><ul><li>Depth and breadth </li></ul><ul><li>Agile and lean </li></ul><ul><li>Proven digital expertise </li></ul><ul><li>National client base </li></ul>Introduction to Canyon
  20. 20. let’s connect Dara Schulenberg, Digital Strategy Manager 480.213.0482 [email_address] http://.b2bfishbowl.com/ http://www.linkedin.com/in/dschulenberg @dschulenberg

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