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Senior master instructor Stephen K. Hayes
  facebook.com/AnShuStephenKHayes
Performance Based
   Social Media
Who am I?

twitter.com/
  cspenn/
  favorites
The corporate plug:

WhatCounts will help you find and grow
your email marketing ROI.

Learn more at www.WhatCounts.com,
visit our table in the hall, or call
866-804-0076.
This presentation
 is available on
  our blog right
       now
Warnings
Kata
Outcome
Process
Story
Measure
Outcome
Photo Credit: TheTruthAbout...
Performance Based Social Media
Outcomes
Performance Based Social Media
R
Photo credit: AMAgill
                        I
Performance Based Social Media
Social media
    ROI
ROI is not
 necessarily a
helpful number
Email

Webinar
                       PPC Ad

          Blog Post

                           Sponsored
  Tweet

              Which caused the sale?
Income

            Margin

                     Expense

Net Profit

                     Audience

            Volume

                      Action
Income      Product

            Margin

                     Expense    Operations

Net Profit

                     Audience   Marketing

            Volume

                      Action      Sales
Performance Based Social Media
Marketing’s primary output is
    qualified leads, yes?
EPL
Earned - Spent
Number of Leads
Worksheet 3

              Money Earned:     $_______
               Money Spent:     $_______

                Hourly Rate:    $_______
                Time Spent:      _______
        Time Spent in Money:    $_______

                 Total Spent:   $_______

     Total Earned-Total Spent   _______ EPL
                        Leads
So what?
Last Touch Problem Solved



Goo gle
Performance Based Social Media
Performance Based Social Media
Yes, but so what?
find the secret phrase on the
  WhatCounts Facebook Page
facebook.com/whatcountsemail
Performance Based Social Media
Performance Based Social Media
“Become a data-
    driven
 organization”
Blind faith in data and systems
3 Traps
Selection Bias
Performance Based Social Media
Measurement Bias
Performance Based Social Media
http://api.klout.com/1/klout.json?
users=lizstrauss
(
    [status] => 200
    [headers] => Array
        (
        )
    [body] => Array
        (
            [error] => No users
        )
)
http://api.klout.com/1/klout.json?
users=moriturusthedk
(
    [status] => 200
    [headers] => Array
        (
        )
    [body] => Array
        (
            [error] => No users
        )
)
Intervention Bias
Performance Based Social Media
Beware bad research and
  worse conclusions!
73% of CEOs Think Marketers Lack
Business Credibility: They Can't Prove
  They Generate Business Growth

The Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs and
decision-makers in the US, Europe, Asia and Australia.




                          Who was measured?
                         What was measured?
                         How was it measured?
Nearly 23 Million Tune Into The AFC/
  NFC 2012 NFL Playoffs On The Radio
Edison Research conducted a national telephone survey of 901 people. Interviews for this study of
Americans age 12 and older were performed on January 23, 2012. The study asked respondents a
series of questions about their previous day’s media usage including listening to any part of the
NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from
phone numbers provided by Survey Sampling International. The final results of the national
sample 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 full
sample will differ by three percentage points in either direction from what would have been
obtained by attempting to interview all persons age 12 and older.


                             Who was measured?
                            What was measured?
                            How was it measured?
Refine
Process
Performance Based Social Media
Performance Based Social Media
Performance Based Social Media
Performance Based Social Media
Sales
Qualified Leads


    Sales
Prequalified Leads


 Qualified Leads


      Sales
Interested Prospects


Prequalified Leads


  Qualified Leads


       Sales
Active Audience


Interested Prospects


Prequalified Leads


  Qualified Leads


       Sales
Potential Audience


  Active Audience


Interested Prospects


Prequalified Leads


  Qualified Leads


       Sales
Potential Audience


  Active Audience


  Interested Prospects


      Prequalified Leads


         Qualified Leads


                 Sales
Potential Audience        800


  Active Audience         400


  Interested Prospects    200


      Prequalified Leads   100


         Qualified Leads   50


                 Sales    25
Potential Audience        800
                                50%
  Active Audience         400
                                50%
  Interested Prospects    200
                                50%
      Prequalified Leads   100
                                50%
         Qualified Leads   50
                                50%
                 Sales    25
Potential Audience        800
                                 50%
  Active Audience         400
                                 25%
  Interested Prospects    100
                                 50%
      Prequalified Leads   50
                                 50%
         Qualified Leads   25
                                 50%
                 Sales    12.5
Potential Audience        800
                                 50%
  Active Audience         400
                                 25%
  Interested Prospects    100
                                 50%
      Prequalified Leads   50
                                 50%
         Qualified Leads   25
                                 50%
                 Sales    12.5
How can we use social to
  fix the broken step?
Performance Based Social Media
Active Audience        400
                             25%
Interested Prospects   100
Start with a simple recipe
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
$65 million each
Path to mastery
Preserve the
    form
Vary the form
Transcend the
    form
scrambled eggs
Follow best
 practices
Vary the
practices
Transcend best
   practices
Performance Based Social Media
Tell a Good Story
Performance Based Social Media
Performance Based Social Media
WIN
case studies
Performance Based Social Media
conflict




          state change
Performance Based Social Media
Performance Based Social Media
Performance Based Social Media
Exercise
Kata
Measure
Outcome
Refine
Process
Tell a Good Story
Marketing White
     Belt

 cspenn.com/
    book
Email for Sales
         Email For Sales
HOW EMAIL MARKETING CAN CREATE OPPORTUNITIES, CLOSE DEALS AND
                      BOOST YOUR SALES




                                                                 http://ar.gy/
                                                                socialfresheast
Visit our table
      and
@WhatCounts
Thank You!

cspenn.com/t
cspenn.com/f
cspenn.com/l
cspenn.com/g
cspenn.com/p

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