Leveraging Social Media as presented at NCHELP

1,065 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,065
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Leveraging Social Media as presented at NCHELP

  1. 1. Leveraging Social Media Christopher S. Penn, Director of Strategy www.WhatCounts.com
  2. 2. Why WhatCounts?Flexible Deployment Options Dedicated Account ModelCampaign Production Services Video Enhanced Email
  3. 3. Fair Warning
  4. 4. Tomorrow is here!
  5. 5. facebook 600,000,000+ January 2011 8.67%
  6. 6. Social Networking Sees MarkedYear-Over-Year Growth Age 35-54% by Age Group Who Currently Have a Personal Profile Page onFacebook, MySpace, LinkedIn or Any Other Social Networking Web Site 80% 78% 76% 77% 2008 2009 2010 2011 68% 64% 65% 63% 63% 57% 54% 51% 44% 45% 34% 35% 32% 31%31% 22% 17% 14% 15% 13% 10% 4% 3% 3% 12-17 18-24 25-34 35-44 45-54 55-64 65+ Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.
  7. 7. Number Using Social Networking Sites “Several Times perDay” Now Approximately 46 Million AmericansAmericans (in millions) who Use Social Networking Sites/Services “Several Times per Day” 46 Million 39 Million 18 million 2009 2010 2011 Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc.
  8. 8. A QuickDefinition
  9. 9. Conceptual
  10. 10. AudienceProspects LeadsCustomersEvangelists
  11. 11. Audience MarketingProspects LeadsCustomers SalesEvangelists
  12. 12. Audience MarketingProspects LeadsCustomers CommitmentEvangelists
  13. 13. AudienceProspects Leads SocialCustomersEvangelists
  14. 14. AudienceProspects LeadsCustomersEvangelists
  15. 15. AudienceContent
  16. 16. Audience80 Content
  17. 17. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  18. 18. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  19. 19. Metcalfe’s Law
  20. 20. Self-identified audience
  21. 21. AudienceProspects LeadsCustomersEvangelists
  22. 22. Listen
  23. 23. Be human.
  24. 24. Provide value.
  25. 25. WIIFM
  26. 26. Cross Promote
  27. 27. Christopher S. PennVP, Strategy and InnovationBlue Sky Factoryhttp://www.BlueSkyFactoryhttp://twitter.com/blueskyfactoryhttp://facebook.com/blueskyfactorycpenn@blueskyfactory.comhttp://twitter.com/cspennDid you know that email marketing has a $43.62 ROIaccording to the Direct Marketing Association? Ask us howyou can get there.
  28. 28. blend online and offline
  29. 29. incentivize
  30. 30. AudienceProspects LeadsCustomersEvangelists
  31. 31. Conversation Awareness Need Lead
  32. 32. Give social folks aplace to call home
  33. 33. Every now and again, ASK
  34. 34. Have something shareable!
  35. 35. AudienceProspects LeadsCustomersEvangelists
  36. 36. Social proofing for sales
  37. 37. Process > Tools
  38. 38. AudienceProspects LeadsCustomersEvangelists
  39. 39. identify evangelists
  40. 40. identify evangelists
  41. 41. determine influence
  42. 42. determine influence
  43. 43. treat your evangelists well
  44. 44. what if you don’t have any influencers?
  45. 45. A brief word or two onmetrics and analytics
  46. 46. Track via actions you care about
  47. 47. RPhoto credit: AMAgill I
  48. 48. Earned - Spent = ROI Spent
  49. 49. Time is money, friend!
  50. 50. Annual Income =Hourly 2,080
  51. 51. Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money
  52. 52. $50,000 = $24.04 2,0805 x $24.04 = $120.20
  53. 53. 1000 - 620.20 = 61.2% 620.20
  54. 54. Worksheet 1 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______% Total Spent
  55. 55. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60Earned - Spent / Spent 61.24% 145.36% -22.00%
  56. 56. ... and we haven’t talked about measuring anything yet!
  57. 57. The Summary of Social Media
  58. 58. Where are we going?
  59. 59. Tomorrow is here.
  60. 60. the insider secret!
  61. 61. http://amzn.to/kai9Fn
  62. 62. http://amzn.to/jpwGx1
  63. 63. http://amzn.to/kX1sEG
  64. 64. http://amzn.to/ke178w
  65. 65. The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011Tom Webster - Vice President, StrategyEdison Research http://ar.gy/QHy
  66. 66. Why WhatCounts?Flexible Deployment Options Dedicated Account ModelCampaign Production Services Video Enhanced Email
  67. 67. Christopher Penncspenn@gmail.comTwitter: @cspennLinkedIn: cspenn.com/lFacebook: cspenn.com/fWeb: christopherspenn.com

×