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

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  • "Content is king," is a cliché, but it’s that way for one reason: it’s true. You can have the best ads, the most Twitter followers, and the coolest design, but none of it will stick with your users and gain momentum if you don’t have the content they are looking for. Fantastic content is the fuel that drives all these other efforts. The single best way to get a great start is with your content. If it’s unique, compelling, interesting and written for your users, you’ve given yourself a fantastic foundation to build on. Does your site content use terms that your users understand or are you using jargon? Is the content intentionally written for the Web in short, digestible chunks, or is it recycled from a corporate brochure? If you’re a blogger, does your content have a unique perspective and point of view that’s worthy of discussion and retweets?
  • Independent research company Gartner says 20 percent of workers will use social networks as their primary vehicle for business communications by 2014. According to Gartner, greater availability of social networking services, along with changing demographics and work styles, are responsible for the business move toward social networking services. As more workers with social networking skills enter businesses, there will be a profound effect on the old business standby--email. "The rigid distinction between email and social networks will erode," said Monica Basso, research vice president at Gartner, "Email will take on many social attributes, such as contract brokering, while social networks will develop richer email capabilities Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013, according to a new forecast by research firm Gartner. That's an even more aggressive outlook than Morgan Stanley's projection that the mobile Web will outstrip the desktop Web in five years. Gartner estimates the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.
  • 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] @dschulenberg