Results driven social media


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This presentation was given by Digital Visitor's CEO, Anthony Rawlins at the BETA Youth Industry Seminar on Thursday 6th October 2011.

This event explored social and mobile media communications, and how businesses are using these methods to engage existing and future customers...

Digital Visitor is a social media agency providing social media applications and social media marketing services for the travel and leisure industry.

Below is a summary of Anthony's presentation:

Social media ROI is difficult to show and many people are pulling their hair out trying to prove how valuable it is. Here at Digital Visitor we have tried to boil this down to three main benefits. We will show you how your business can maximise their social media activity to clearly;

1) Increase your online conversions
2) Drive brand new traffic to your website and
3) Reduce the cost of customer acquisition.

To find out more about our social media applications, solutions and services, please visit, email or call +44(0)1179 055 195

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Results driven social media

  1. 1. How can your business maximise theirsocial media activity to deliver a clear ROI By Anthony Rawlins CEO and Founder, Digital Visitor
  2. 2. IntroductionSocial media ROI is difficult to show and many people arepulling their hair out trying to prove how valuable it is.Here at Digital Visitor we have tried to boil this down tothree main benefits.We will show you how your business can maximise theirsocial media activity to clearly; 1) Increase your online conversions 2) Drive brand new traffic to your website 3) Reduce the cost of customer acquisition
  3. 3. About us• Digital Visitor is a strategic social media agency delivering social mediamarketing services, strategies and solutions.• Est. 2005.• We service a range of clients, small to large across many differentindustries, however the majority are within the travel and leisure industry...
  4. 4. Our philosophy• We believe to maximize the benefits fromsocial media you need to consider both yourONSITE and ONCHANNEL social mediastrategy.• Put another way – you should have anintegrated social media strategy looking atboth your website and social media channelstogether.
  5. 5. In this presentation…I aim to provide a framework for youto explore social media for the next12 months and start to drive a moremeasureable ROI from your activities.
  6. 6. Where is social media marketing now?• Importance being realised• Our most common bit of feedback is…• Many companies have a mad rush for Facebook ‘Likes’• ROI not evident• Questions from senior management• Still potentially a ‘marketing’ spend and in tough times, activities can get cut.• Its our aim to move this to an E-commerce function. Source:
  7. 7. How is this going to change?• Budgets tighter• Social media marketing not a whim anymore• Has to prove itself• Next year a tough year, ROI is paramount
  8. 8. How can you define ROI for social media marketing?1) Conversions2) Browsing time3) Net positive sentiment4) Exposure on channels / brand awareness5) Traffic from social media channels6) Organic traffic7) Recruitment fees8) Customer acquisition costs9) Marketing materials cost
  9. 9. We focus on 3…1) Increasing conversions2) Driving traffic to your website (organic and from social media channels)3) Reducing customer acquisition cost
  10. 10. How do we do this?
  11. 11. 1. Increasing conversions• Reviews and Ratings application• Reviews increase conversions by 2-18%• People want reviews – 47% want to see on website• Doubles browsing time + reduces time on competitor sites• Reviews drive repeat visits
  12. 12. 2.1 Driving organic traffic• Reviews and Ratings, content on your OWN website drive organic search engine traffic• NOT just reviews - Discussions, questions etc…• 1 review = 1 organic visitor per month = £24p.a
  13. 13. 2.2 Generate traffic from social media channels• Sharing content on your Facebook page – drives 2.5 times community per month• Share with other social media websites• Discussions on your website – share with LinkedIn
  14. 14. 3. Reducing your customer acquisition costs• Increasing conversions reduces customer acquisition costs• Using UGC, reduces marketing spend• Re-use this content on other channels• Communication opportunities – through your own site• Communication through Facebook community• On Facebook – your ‘likes’ are 51% more likely to buy from you!• Also, you can communicate with their friends – likeminded people!
  15. 15. How can 1 review do all of this?1) Post review (with photo / video) on your website = one organic visitors = £24 p.a2) Increases browse time on your product page3) Increases conversion4) Share the review with your Facebook page – drive traffic – 2.5 times fans per month5) Share with authors FB profile6) Visible to their friends with a link BACK to your site (reduce Customer Acquisition Costs)7) Automatically receive +1 ‘like’ for future communication opportunities and more…
  16. 16. How can one review do all of this?• This is just using Facebook and one review!• Ask how else can you integrate activities onYOUR website to your social media channels?
  17. 17. Top Tips1. Social media is integrated – embed this Onsite and Onchannel2. Select your ROI indicators – there are plenty, benchmark and prove success3. Take ownership of the interaction by driving traffic back to your site4. One piece of content can go a long way if used correctly
  18. 18. Thank youFor more information, please get in touch... t: +44 (0)1179 055 195 e: w: