Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Performance Based Social Media

5,787 views

Published on

Performance Based Social Media as presented by Christopher Penn at Social Fresh East.

http://ar.gy/socialfresheast

Published in: Business, Technology

Performance Based Social Media

  1. Senior master instructor Stephen K. Hayes facebook.com/AnShuStephenKHayes
  2. Performance Based Social Media
  3. Who am I?twitter.com/ cspenn/ favorites
  4. The corporate plug:WhatCounts will help you find and growyour email marketing ROI.Learn more at www.WhatCounts.com,visit our table in the hall, or call866-804-0076.
  5. This presentation is available on our blog right now
  6. Warnings
  7. Kata
  8. Outcome
  9. Process
  10. Story
  11. MeasureOutcome
  12. Photo Credit: TheTruthAbout...
  13. Outcomes
  14. RPhoto credit: AMAgill I
  15. Social media ROI
  16. ROI is not necessarily ahelpful number
  17. EmailWebinar PPC Ad Blog Post Sponsored Tweet Which caused the sale?
  18. Income Margin ExpenseNet Profit Audience Volume Action
  19. Income Product Margin Expense OperationsNet Profit Audience Marketing Volume Action Sales
  20. Marketing’s primary output is qualified leads, yes?
  21. EPL
  22. Earned - SpentNumber of Leads
  23. Worksheet 3 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPL Leads
  24. So what?
  25. Last Touch Problem SolvedGoo gle
  26. Yes, but so what?
  27. find the secret phrase on the WhatCounts Facebook Pagefacebook.com/whatcountsemail
  28. “Become a data- driven organization”
  29. Blind faith in data and systems
  30. 3 Traps
  31. Selection Bias
  32. Measurement Bias
  33. http://api.klout.com/1/klout.json?users=lizstrauss( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  34. http://api.klout.com/1/klout.json?users=moriturusthedk( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  35. Intervention Bias
  36. Beware bad research and worse conclusions!
  37. 73% of CEOs Think Marketers LackBusiness Credibility: They Cant Prove They Generate Business GrowthThe Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs anddecision-makers in the US, Europe, Asia and Australia. Who was measured? What was measured? How was it measured?
  38. Nearly 23 Million Tune Into The AFC/ NFC 2012 NFL Playoffs On The RadioEdison Research conducted a national telephone survey of 901 people. Interviews for this study ofAmericans age 12 and older were performed on January 23, 2012. The study asked respondents aseries of questions about their previous day’s media usage including listening to any part of theNFL Playoff radio broadcasts. Households were selected randomly to participate in the study fromphone numbers provided by Survey Sampling International. The final results of the nationalsample have been weighted by age, sex, ethnicity and geographic region to match current U.S.Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the fullsample will differ by three percentage points in either direction from what would have beenobtained by attempting to interview all persons age 12 and older. Who was measured? What was measured? How was it measured?
  39. RefineProcess
  40. Sales
  41. Qualified Leads Sales
  42. Prequalified Leads Qualified Leads Sales
  43. Interested ProspectsPrequalified Leads Qualified Leads Sales
  44. Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  45. Potential Audience Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  46. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
  47. Potential Audience 800 Active Audience 400 Interested Prospects 200 Prequalified Leads 100 Qualified Leads 50 Sales 25
  48. Potential Audience 800 50% Active Audience 400 50% Interested Prospects 200 50% Prequalified Leads 100 50% Qualified Leads 50 50% Sales 25
  49. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
  50. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
  51. How can we use social to fix the broken step?
  52. Active Audience 400 25%Interested Prospects 100
  53. Start with a simple recipe
  54. Potential Audience 800 50% Active Audience 400 37.5% Interested Prospects 150 50% Prequalified Leads 75 50% Qualified Leads 37.5 50% Sales 18.75
  55. $65 million each
  56. Path to mastery
  57. Preserve the form
  58. Vary the form
  59. Transcend the form
  60. scrambled eggs
  61. Follow best practices
  62. Vary thepractices
  63. Transcend best practices
  64. Tell a Good Story
  65. WIN
  66. case studies
  67. conflict state change
  68. Exercise
  69. Kata
  70. MeasureOutcome
  71. RefineProcess
  72. Tell a Good Story
  73. Marketing White Belt cspenn.com/ book
  74. Email for Sales Email For SalesHOW EMAIL MARKETING CAN CREATE OPPORTUNITIES, CLOSE DEALS AND BOOST YOUR SALES http://ar.gy/ socialfresheast
  75. Visit our table and@WhatCounts
  76. Thank You!cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p

×