If you want ROI in your social media efforts, you need a content strategy.
Bernie Borges provides a 15 step plan to organize, execute and measure a digital strategy through a content strategy, using social media.
4. 3 Stages of the Social Media
ROI Cycle
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
5. Stage 1: Launch
50% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
6. Stage 2: Management
40% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
7. Stage 3: Optimization
10% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
9. Social Media Today
Publish
Publish
MMO Share
Social
Apps / Discuss
Games
Social
Media Social
Virtual
Net-
Worlds
works
Live Micro-
Cast blog
Like
Stream
12. Most Trusted Advertising
1. Recommendations from “friends”
2. Other people’s opinions online
3. Company websites
4. Editorial content
5. Brand Sponsorships
13. Adopting Social Media Strategies
Measuring ROI
Fully Developed Strategy
Have a Social Media
Policy
Social Media
Championed by Highest
Leadership
At Least One Full-Time
Employee Dedicated To
Social-Media Strategy Heidi Cohen | April 18, 2011
http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
14. There Are Many Qualitative Benefits
Loyalty
Trust
Passion
Interaction
But…how do
Brand Awareness they impact
the bottom
line???
15. Think of Social Media as an
Integrated Ingredient
Channels
Search
Social
Media
Jay Baer 2010, convince and Convert
http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing
18. Integrate Social Media into Your
Cultural DNA
Content
Blogs, Videos, white
Papers, eBooks
Social
SEO Media
On-page, off- Twitter,
page, link LinkedIn,
building, analysis Facebook,
Forums, Blogs
22. What is Content Marketing?
http://en.wikipedia.org/wiki/Content_marketing
Content marketing is an umbrella term
encompassing all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases.
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action. Content marketing has
benefits in terms of retaining reader attention and
improving brand loyalty.[1]
22
53. Measure Brand Search Findings
Brand
Social media
Influencer content
Non-relevant
54. Measure Website Traffic Sources
Blog referral traffic
was 508 visits* (down
7% from September)
*less than 1% of website traffic in
September even though in top 25 sources
October 2011 54
As you can see in this chart, we worked with this IT Productivity Software client a couple of years ago. Prior to September 2008, HubSpot was not in place, therefore there was no simple way to track organic leads correlating to our SEO plan. Starting in September 2008 HubSpot allowed us to track leads. As you can see, organic leads more than tripled from 40 per month to about 140 per month.