Building a social presence for ROI


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Presented by Steven Groves and Teddi Davis at the 2011 RetailNow Conference at the Dolphin in Walt Disney World / Orlando Florida. #RetailNOW is presented by the Retail Solutions Providers Association (RSPA).

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Building a social presence for ROI

  1. 1. Building a Social Presence for ROI<br />Teddi Davis / VP Marketing<br />Steven Groves / Online and Social Strategist<br />
  2. 2. is YourCenter for Industry Education<br />
  3. 3. Agenda<br />Social Marketing ROI Basics<br />Strategic Elements of Marketing in Social Media<br />Practical Next Steps<br />
  4. 4. 900M active Facebook users, <br />5B cans of Coke-a-Cola every day (~20%)<br />78% of all Americans use a social network and <br />Nearly 25% of all online time is spent on social networks <br />B2B, B2C, Friends and family<br />Your customers are there. <br />They are talking about you<br />73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011<br />Is social relevant?<br />This Social Media thing is <br />just a fad – no need to <br />really pay attention<br />
  5. 5. #1 is <br />How do I measure the effect SMM has on my business?<br />What is the ROI of marketing? <br />Why SMM held out?<br />#2 is<br />How do I integrate &manage all my SMM activity? <br />Top Questions for Online Marketers?<br />*2011 Social Marketing Industry Study / Social Media Examiner<br />
  6. 6. Changing Audience<br />Transactional<br />Based on transaction<br />Relationship<br />Based on lifetime <br />Conversational<br />Based on engagement<br />Not bound to geography or time<br />
  7. 7. Fail Fast, Fail Often<br />Learn your market<br />Listen <br />Several levels<br />Develop, produce, deploy<br />Monitor stats<br />Evaluate, improve, re-deploy<br />Monitor again<br />Engagement, content and context <br />The good,the bad and the ugly <br />
  8. 8. Building ROI into Marketing<br />Social or Traditional Marketing<br />‘I’ in ROI = Investment <br />Less than 1% of all marketing is measured<br />Planning to show results<br />The Purchase Funnel<br />What can you expect?<br />What kind of return are you looking for?<br />Awareness<br />Consideration<br />Purchase Intent<br />Purchase<br />Loyalty<br />
  9. 9. What’s Measureable<br />KPIs<br />Friends, followers, posts, <br />Engagement<br />Traffic to the main site<br />Path of engagement<br />Last Touch Attribution (LTA) is just one measure<br />Focus over time<br />Awareness to inquiry<br />Inquiry to interest<br />Interest to purchase<br />Purchase to advocacy <br />
  10. 10. Paid media<br />Buy an ad<br />Search Engine Marketing (SEM) <br />Social Network Marketing (SNM)<br />Send to O&O <br />Earned media<br />Earn commentary & engagement<br />Social Network, blog, micro-blog<br />Enhance search engine positioning<br />Send to O&O<br />Owned & Operated (O&O) media<br />Conversion<br />Optimizing the relationship<br />3 Media Networks<br />
  11. 11. Common Elements<br />Content Basics<br />Eyes, ears constrained<br />Text, pictures / images, audio / video<br />Tactics / Tools<br />Blog<br />Micro-blog<br />Social network<br />Supporting Sites<br />Video streaming<br />Audio / podcast<br />Pictures / image hosting<br />
  12. 12. Call to Actions <br />Traditional andOnline<br />Call<br />Ink on dead trees <br />Snail mail = postcard, newsletter <br />Digital<br />Follow<br />Join<br />Like<br />Recommend<br />Drive to O&O<br />
  13. 13. Plan to track results<br />ROI = $ or education leading to $$<br />Architect Social Presence <br />Paid, Earned and O&O media<br />O&O is the destination site<br />‘Call-to-Action’ abundance<br />Listen<br />Conversation Hierarchy<br />Industry, Category, Product & Brand<br />Company, key personnel<br />Competitors<br />Content <br />Presented in context <br />Your Takeaways<br />
  14. 14. Teddi Davis @TeddiD<br />Steven Groves @StevenGroves<br />Questions?Thank You!<br />+1 303-586-1130<br /><br />Facebook:<br />Twitter: @TheProfitStream #CLM<br />