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Terametric Social Media ROI Webinar September 8, 2011


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Terametric presentation (Chris Selland, CMO) from Social Media ROI webinar which took place on September 8, 2011

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Terametric Social Media ROI Webinar September 8, 2011

  1. 1. Chris Selland, CMO September 8, 2011 optimizing social marketing
  2. 2. <ul><li>The Opportunity </li></ul><ul><li>Social Network use exploding </li></ul><ul><li>Customers are conversing, and companies must participate </li></ul><ul><li>New ‘influencers’ drive discussions </li></ul><ul><li>The Challenge(s) </li></ul><ul><li>Fuzzy metrics & the ‘ROI’ challenge </li></ul><ul><li>Patchwork of consumer & ‘free' </li></ul><ul><li>Junior-level and/or outsourced staff – little to no control </li></ul><ul><li>Skeptical management </li></ul><ul><li>Social is not 9-5 </li></ul>Social Media Marketing today CONFIDENTIAL | terametric |
  3. 3. The ‘Big Data’ Challenge CONFIDENTIAL | terametric | “ The killer app of big data is the detailed analysis of customer behaviour, and one of the richest sources of information about what people really think is to be found in social media, be that Twitter, Facebook or YouTube etc. ” Source: David Norris – Bloor Research August 23, 2011 “… 90% of the data in the world today has been created in the last two years alone” Source: Smarter Computing Builds a Smarter Planet IBM, 2011
  4. 4. Influence is Specific, not General CONFIDENTIAL | terametric | “ Does Ashton Kutcher (7.3M Twitter followers at the time of this writing) influence car buyers? Stroller buyers? Computer buyers? Does Lady Gaga influence headache sufferers?” Source: A Framework for Social Analytics Altimeter Group, August 2011 Source: – September 6, 2011
  5. 5. Personal Meets Professional CONFIDENTIAL | terametric |
  6. 6. Takeaways CONFIDENTIAL | terametric | “… Social media isn't simply a sales and marketing channel; it is also a medium for relationships, reputation, community, service, advice, education, recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service, employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard standards of ROI, yet that doesn't prevent businesses from investing as necessary.” ─ “ Five Reasons NOT to Monetize Social Media” Augie Ray, Experience: The Blog September 2, 2011 <ul><li>Customers are Social </li></ul><ul><li>Doing nothing is not an option </li></ul><ul><li>Influence is Specific, not General </li></ul><ul><li>Find and engage with influencers in your market </li></ul><ul><li>Focus Your Efforts </li></ul><ul><li>Don’t micromanage, but focus efforts of frontline personnel </li></ul><ul><li>Analyze, Benchmark, Improve </li></ul><ul><li>Set and continuously measure metrics (including, but not limited to, ROI) </li></ul>
  7. 7. Channel Performance CONFIDENTIAL | terametric | <ul><li>Advanced data collection, filtering & scoring </li></ul><ul><li>Sentiment, influence & engagement scoring </li></ul><ul><li>Unique predictive analysis methodology </li></ul><ul><li>Competitive benchmarking & analysis </li></ul>User Value: Measurement
  8. 8. Analytics to Action CONFIDENTIAL | terametric | <ul><li>User Value: Execution </li></ul><ul><li>Diagnostic assessments driven by measurement analysis </li></ul><ul><li>ROI tracking & valuation </li></ul><ul><li>Real-time recommendations that drive the best “bang-for-the-buck” </li></ul><ul><li>Tweet campaign grader & auto scheduler </li></ul>
  9. 9. “ Secret Sauce” CONFIDENTIAL | terametric | <ul><li>Social Media Measurement </li></ul><ul><li>•  historical data analysis </li></ul><ul><li>competitive benchmarking </li></ul><ul><li>inbound and outbound correlation </li></ul><ul><li>scoring sentiment, engagement, influence </li></ul>ROI Real Time Execution & ROI Goal Tracking Marketing mix modeling & predictive analysis Rules-based filtering on real-time channel data
  10. 10. Free 30 Day Trial CONFIDENTIAL | terametric | <ul><li>For Qualified Marketing Organizations </li></ul><ul><li>All features, No limitations, No obligation </li></ul><ul><li>Apply at </li></ul>
  11. 11. Book Giveaway CONFIDENTIAL | terametric |
  12. 12. CONFIDENTIAL | terametric | Chris Selland CMO 617.500.3465 [email_address] @terametric @cselland
  13. 13. CONFIDENTIAL | terametric | Questions & Answers