ROI of B2B Social Media

1. ROI of B2B Social Media Eric Schwartzman, coauthor “Social Marke6ng to the Business Customer” #PRSAIcom @ericschwartzman

2. What’s the ROI? #PRSAIcom @ericschwartzman

3. Intangible Assets Have Real Value #PRSAIcom @ericschwartzman

4. Expenses vs. Assets #PRSAIcom @ericschwartzman

5. 2 Types of Return… 5 On Air On Demand Print Digital Digital Breadcrumbs: Discoverable and Shareable Phone Social Networks #PRSAIcom @ericschwartzman

6. Archived OrganizaPonal Intelligence is an Asset Video  Webcast & YouTube PowerPoint  SlideShare Text Transcript  Blog Post MP3  Podcast Your Expert Answering Ques6ons, Selling or Improving the Customer Experience #PRSAIcom @ericschwartzman

7. Intangibles of Velocity and ProducPvity #PRSAIcom Case Study: hOp://ontherecordpodcast.com/chaOer @ericschwartzman

8. 8 ROI of Social Business •  73 blogs •  17 bloggers •  600% jump in leads •  Top quality #PRSAIcom Case Study: hOp://ontherecordpodcast.com/emerson @ericschwartzman

9. Not Only Do Blogs Work Best in B2B… #PRSAIcom 2011 State of Inbound Marke6ng Study @ericschwartzman

10. Blogs are also Least Expensive #PRSAIcom 2011 State of Inbound Marke6ng Study @ericschwartzman

11. 11 Stay Behind the Line! #PRSAIcom @ericschwartzman

12. 12 Public vs. Private #PRSAIcom Resource: www.SocialMediaPolicyTemplate.com @ericschwartzman

13. Control Conversions, not the Message The ﬁrst step was to add blogs and message boards in the hope that irate customers will talk to the company rather than gripe to the whole Internet. "If we dont do that at Dell.com, its going to be on CNET or somewhere," Michael Dell says. "Id rather have that conversa6on in my living room than in somebody elses." #PRSAIcom hVp://money.cnn.com/2008/09/03/technology/forV_dell.fortune/ @ericschwartzman

14. Page 14 #PRSAIcom @ericschwartzman

15. 7 Steps to Social Media ROI Page 15 1.  Deﬁne the “R” – What are expected results? 2.  Deﬁne the “I” -‐-‐ What’s the investment? 3.  Understand audiences and what mo6vates them 4.  Choose metrics 5.  Choose benchmarks 6.  Pick a tool and undertake research 7.  Analyze results, glean insight, take ac6on, measure again Source: KD Paine & Partners#PRSAIcom @ericschwartzman

16. ROI EquaPon Page 16 (GAIN -‐ COST) ROI = X 100 COST #PRSAIcom @ericschwartzman

17. Sefng Goals #PRSAIcom @ericschwartzman

18. #PRSAIcom @ericschwartzman

19. $477 Per Day  $14,310 per month $257 $106 $35 $35 $5 $10 $5 $5 #PRSAIcom @ericschwartzman

20. ROI of Organic Search Traﬃc (GAIN -‐ COST) ROI = X 100 COST ($7,710 -‐ $3,000) 157% = $3000 #PRSAIcom @ericschwartzman

21. $477 Per Day  $14,310 per month ROI of Social Media $1694 $499 $208 $410 $326 $87 #PRSAIcom @ericschwartzman

22. Sefng Funnels #PRSAIcom @ericschwartzman

23. Funnel VisualizaPon #PRSAIcom @ericschwartzman

24. Intangible B2B Measure to Monitor #PRSAIcom @ericschwartzman

25. MulPvariate Website TesPng #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

26. BuVon VariaPons #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

27. Media VariaPons photos videos #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

28. Sign Up Rates by Variant 4 buOons and 6 media op6ons #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

29. Sign Up Rates by CombinaPon 4 buOons x 6 media op6ons = 24 combina6ons #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

30. Winning Combo #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

31. ROI of MulPvariate Test Original Sign-‐Up Rate 8.26% Winner Sign-‐Up Rate 11.6% Increase from Test 40.6% #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

32. ROI of MulPvariate Test Campaign Sign-‐Ups 10,000,000 Improvement of… 2,880,000 #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

33. ROI of MulPvariate Test 2,880,000 addi6onal email addresses collected 10% volunteered 288,000 more volunteers Dona6on per visitor $60 Addi6onal dona6ons $60 x 2,880,000 = $60,000 #PRSAIcom Source: hOp://blog.op6mizely.com/how-‐obama-‐raised-‐60-‐million-‐by-‐running-‐an-‐exp @ericschwartzman

34. Page 34 #PRSAIcom @ericschwartzman

35. Beyond Last Click AVribuPon #PRSAIcom @ericschwartzman

36. What’s Next? ROI through Social Media AnalyPcs Cairo Speech “Obama” Peak “Freedom” Peak #PRSAIcom hOp://www.radian6.com/ @ericschwartzman

37. But It’s Also About Lead Nurturing #PRSAIcom @ericschwartzman

38. Gefng Started with B2B Social MarkePng AcPvity Tool •  Social Media Monitoring Phase 1 •  Social Media Mapping •  Social Media Par6cipa6on Phase 2 •  Social Media Engagement •  Social Media Management Phase 3 •  Social Media Marke6ng •  Measure and Evaluate the Results Phase 4 38 #PRSAIcom @ericschwartzman

39. Thank You www.EricSchwartzman.com (310) 455-‐4000 @ericschwartzman www.B2BSocialMediaBook.com #PRSAIcom @ericschwartzman