The document discusses using social media for marketing goals. It provides an agenda covering topics like marketing and social media goals, brand awareness and influence measured by Klout score, using social media for SEO, best practices for blogs and social media, and analyzing website and blog traffic from social networks. The presentation aims to show how social media can help with awareness, engagement, lead generation, and sales.

1. Social Media
ROI
Fun, Measurement, and More Profit
through Social Media!
Presented by: Elizabeth Quintanilla
Marketing Gunslinger
@Equintanilla

2. Agenda
• Marketing and Social Media Goals
• Old and New Marketing
• Brand Awareness and Klout
• SEO and Social
• Blog Tips
• Social Media Tips
• Website and Blog Social Analysis
• Event Marketing Support
• Sales and CRM

3. Key Points
• Key Points
– Due to Google changes, Social is IMPORTANT!
– Social Interactions are a key measure for Klout
– Social can drive more traffic than PPC.
– Social CRM is a reality today

4. Common Marketing Goals
1. Implement foundational marketing improvements, including
branding, messaging, website, content, and search to increase
awareness and support future growth.
2. Build AWARENESS of ACME Products and Professional Services,
and EDUCATE our Customers and Stakeholders.
3. Strengthen relationship with select partners to improve credibility,
expand ACME sales force, and increase leads.
4. Present ACME as an industry thought leader - a proven, credible
provider of TNT Products and Professional Services.

6. Earned, Owned, & Paid.
Social works best when you use the
classic definition of marketing: that it’s
about relationships with customers
and the actual conversations.

7. Too often, social strategies
start in the wrong place--with a
focus on a Facebook fan page
or Pinterest board -@augieray
1. Define the People
2. Set the Objectives: What & how will you
measure success?
3. Devise the Strategies
4. Determine the Tools, Technology & Tactics

8. Marketing Funnel
Awareness
Lead Generation
Marketing Lead
Automation Nurturing
Sales Funnel Sales

9. Marketing Mission
Establish ACME INC.’s Image as THE provider of
TNT Products and Professional Services.
Market and Attract Qualified Potential Customers to
Engage with ACME Sales Team.

10. Brand Awareness and Klout
What Is Klout? Klout attempts to measure
your online clout--that is, your ability to
influence people on the Internet. Using data
aggregated from social networks, Klout
determines how good you are at persuading
other people to act. "Klout defines influence
as the ability to drive action, we analyze a
number of social media engagement
variables to measure influence, including
Twitter retweets and mentions, Facebook
comments and likes, LinkedIn comments and
likes, Foursquare tips and to-do's, and
Google+ comments and reshares."
Klout's website notes that a Klout score takes
three major factors into account: True Reach
(how many people you actually influence),
Amplification (how much you influence those
people), and Network (how influential your
network is).
10

11. The New Marketing ….
Don’t expect
PRIVACY IN
SOCIAL MEDIA!!!
Source: John Jantsch

12. Penguin and Panda Google
Update: Impact on SEO
• Algorithm changed keyword rankings for sites
• On-site SEO has changed devaluing Anchor tags
• Sources of Backlinks matter
• Social Signals (mentions, +1, Likes, and Shares) count
12 http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/

13. All About ….
 Researching Keywords
 Selecting the Domain
 On-site Optimization
 Off-Site Optimization
Linkbuilding
 Social Media
Content Marketing

14. SEO and Social
Source: Marketing Sherpa Webinar

15. Reference
15

17. Blog Elements
17
Source: Anue Systems and Hubspot

18. Tip: Title aka your Headline.
• Blog Title –Headline is “sticky” yet “POSITIVE”!
– Actionable, Clear and Direct, and Contains at least
1 Keyword
• People search the web by using keywords
– Create a Sense of Urgency or How To (or How Not
To!)
– Newsworthy .. Or Cautiously Use Controversial
Sensational titles
• Make sure you use solid points to back up your opinions
– BRIEF (8-9 words – do not exceed ~60 characters)!
• Twitter only allows for 140 character messages.

19. Title aka your Headline.
19

20. Tip: Use Images Frequently
Images are Important! Tell 1000+ Words at once
– Break up text into digestible chunks
– Convey post’s message with a helpful image
20

21. Tip: LinkedIn – Overlooked
yet Powerful

22. Tip: What to post ..

23. Tip: Connect with Objectives
• E - ENTERTAINING
• I - INFORMATIONAL
• E - EDUCATIONAL
• I - INSPIRATIONAL
• O – OBJECTIVE:
What was the point
of doing all the
work?
ource: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

24. Content Tip: Bring Offline to Online
Touch Point:
interface of a product,
a service or a brand
with customers, non-
customers,
employees and other
stakeholders – before,
during and after a
transaction
respectively a
purchase.
Don’t overlook the
obvious!

25. This and That ..

26. She’ll be coming around the..

27. This and That ..

28. Tip: Schedule Posts

29. # 1: Never the product always
the passion!!
• Reframe conversation
• Not about the product
• Is about the customer
• What role does
product play in
customer lives?

30. Website & Blog Social Analysis
• November 2011: Website Traffic Due to
Social Percentage: 2.69% Note all PPC
campaign activity is less than 1%
30

31. Website & Blog Social Analysis
• March through June: Website Traffic Due to
Social Percentage: 3.19% Note all PPC
campaign activity is less than 1%
Avg. Visit Pages /
Social Network
Visits Pageviews Duration Visit
LinkedIn 1,057 2,721 0:02:19 2.57
Twitter 198 807 0:05:15 4.08
StumbleUpon 92 102 0:00:44 1.11
Facebook 37 90 0:02:10 2.43
HootSuite 20 42 0:02:54 2.1
paper.li 20 21 0:00:00 1.05
Blogger 8 8 0:00:00 1
tinyURL 8 8 0:00:00 1
Google+ 6 11 0:00:28 1.83
Jigsaw 6 20 0:05:57 3.33
Instapaper 3 4 0:00:36 1.33
Yahoo! Answers 2 2 0:00:00 1
OnSugar 1 1 0:00:00 1
TypePad 1 1 0:00:00 1
WordPress 1 5 0:04:04 5
1,460 3,843 0:02:33 2.63

32. Website & Blog Social Analysis
• March through June: Blog Traffic Due to Social
Percentage: 17.15%
Avg. Visit Pages /
Social Network Visits Pageviews Duration Visit
LinkedIn 281 374 0:00:54 1.33
Facebook 123 195 0:00:52 1.59
Twitter 43 113 0:03:09 2.63
Google+ 5 6 0:00:04 1.2
HootSuite 1 1 0:00:00 1
453 689 0:01:06 1.52
32

33. Twitter Deep Dive
•Nearly All Event has a Real-
– The Channel doesn’t
stop at Exhibition Hours
& most active during
keynotes and sessions
– Sales appreciates the
foot traffic to booth TOTAL
TWEETS: 363 103 109 151
NORMAL REPLY CONFERENCE
PERCENTAGE
OF TOTAL: 28.37% 30.03% 41.60%
– Events bring a targeted
list to filter for new
influencers

34. Sales and CRM
• Marketing Automation supports Social Integration
• Social CRM is supported in Salesforce & Nimble
34

35. Takeaway Tips
1. Calculate Costs
2. Align the social media initiatives with
business goals
3. Don’t dismiss “soft metrics”
4. Allow for organic discusion to emerge
5. Have fun!

36. Questions?
Elizabeth Quintanilla
Marketing Gunslinger
@Equintanilla