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12 Ways to Monetize Social MediaBy Paul Dunay@pauldunay
CMO’s Believe    Social Marketing Will Pay Off. . . Eventually2                                             © 2011 Network...
3   © 2011 Networked Insights
Selling Direct with Twitter                                      CONCEPT                                      Sell Oversto...
5   © 2011 Networked Insights
Creating Customer and Employee Community                               CONCEPT                               Collaborate i...
7   © 2011 Networked Insights
Delivering Social Customer Support                                 CONCEPT                                 Use Social Medi...
9   © 2011 Networked Insights
Leveraging the Long Tail of Conversations                                       CONCEPT                                   ...
11   © 2011 Networked Insights
Finding Intent to Purchase                                   CONCEPT                                   Finding leads using...
13   © 2011 Networked Insights
Activating Brand Advocates                                       CONCEPT                                       Harness the...
15   © 2011 Networked Insights
Optimizing Media Buys                                CONCEPT                                Finding diamonds in the rough ...
17   © 2011 Networked Insights
Finding TV shows before they go Mainstream                                   CONCEPT                                   Ide...
19   © 2011 Networked Insights
Improving Audience Segmentation                                    CONCEPT                                    Targeting au...
21   © 2011 Networked Insights
Maximizing Paid, Owned and Earned media                                                       CONCEPT                     ...
23   © 2011 Networked Insights
Finding the right Celebrity                                       CONCEPT                                       Find the i...
25   © 2011 Networked Insights
Acquiring Media that Fills a Gap                                    CONCEPT                                    Brand lock ...
Data vs InsightsStrategic                                                                          Marketing Messaging/SEO...
Key Takeaways     1)   Dont Focus on the Tools     2)   Do one thing really Well     3)   Constantly Experiment     4)   I...
How to contact me?                                 Paul Dunay                                 CMO                         ...
We fuel insights, helping brands and their       agencies make better marketing decisions.Paul Dunay                      ...
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12 Ways to Monitize Social Media

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1) Corporate Social Network Analytics
NOTE: both internal and external social networks (assuming there is an internal network - an example could be SharePoint)
(per week, per month, per quarter, per year)
- Total # of Posts
- Sentiment of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Top contributors (leader board)

2) Profile of someone on the leader board
(per week, per month, per quarter, per year)
- Total # of Posts
- Pie Chart of Contributing Sites - SharePoint, Facebook, Twitter, LinkedIn
- Content trends (tag cloud)
- Total time spent
- Total number of pages viewed
- Dollar amount of his connections (I have the algorithm for this)

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12 Ways to Monitize Social Media

  1. 1. 12 Ways to Monetize Social MediaBy Paul Dunay@pauldunay
  2. 2. CMO’s Believe Social Marketing Will Pay Off. . . Eventually2 © 2011 Networked Insights
  3. 3. 3 © 2011 Networked Insights
  4. 4. Selling Direct with Twitter CONCEPT Sell Overstock Merchandise directly  Traditional approach to a new channel like Twitter  Using “coupon codes” and direct links they are able to generate sales from this channel OUTPUT Produced between $3 - $6 Million Dollars of Sales directly from this channel4 © 2011 Networked Insights
  5. 5. 5 © 2011 Networked Insights
  6. 6. Creating Customer and Employee Community CONCEPT Collaborate internally and externally  Jive users generated 32% more ideas, sent 27% less email and found answers to questions 32% faster  Employees spent 42% more time communicating with customer, which in turn led to a better retention rate OUTPUT Support calls dropped by 28% and sales to new customers jumped by 27%6 © 2011 Networked Insights
  7. 7. 7 © 2011 Networked Insights
  8. 8. Delivering Social Customer Support CONCEPT Use Social Media for Support  Supporting existing customers rather than losing them, which is always a good strategy  Customer prefer a very good customer experience over lower prices OUTPUT Saved over 50 customers per year at a replacement cost of $10,000 each!8 © 2011 Networked Insights
  9. 9. 9 © 2011 Networked Insights
  10. 10. Leveraging the Long Tail of Conversations CONCEPT Focus on Conversations not Publications  Traditional PR is broken and needs to refocus on Conversations  Use social media to reach your exact target audience with relevant content in the places buyers hangout OUTPUT 100s of ads for your brand that are all relevant and in context at a fraction of the cost of traditional PR10 © 2011 Networked Insights
  11. 11. 11 © 2011 Networked Insights
  12. 12. Finding Intent to Purchase CONCEPT Finding leads using Social Media  Analyzing social media you can find leads using a variety of search terms  Both competitive and non competitive search teams reveal buyers OUTPUTExample - $250,000 sale consummated in 13 days found using Social Media12 © 2011 Networked Insights
  13. 13. 13 © 2011 Networked Insights
  14. 14. Activating Brand Advocates CONCEPT Harness the Power of your Brand Advocates  Find your die hard fans on Twitter and Facebook and activate them for your brand  Get them to make recommendations and build your brand with the power of their voice OUTPUT Major brands are getting 5 – 9X ROIs by activating their best Brand Advocates14 © 2011 Networked Insights
  15. 15. 15 © 2011 Networked Insights
  16. 16. Optimizing Media Buys CONCEPT Finding diamonds in the rough  Nielsen defines market value of a show by gross rating points (GRPs) and target rating points (TRPs)  Buying shows where social data indicates a highly engaged audience and traditional data indicates low GRPs/TRPs produces optimized buys and tremendous value OUTPUT Made $700,000 perform like $1,000,000 a 42% Increase In Ad Performance16 © 2011 Networked Insights
  17. 17. 17 © 2011 Networked Insights
  18. 18. Finding TV shows before they go Mainstream CONCEPT Identifying a hit before it goes on air  Traditional ratings need an audience to see a show air before they can get audience reaction  Social data is predictive: buzz before the show airs can point the way to a great buy before the market has realized the high value OUTPUT Spent $65,000 per 30-second spot rather than spending $220,000 per 30-second spot18 © 2011 Networked Insights
  19. 19. 19 © 2011 Networked Insights
  20. 20. Improving Audience Segmentation CONCEPT Targeting audiences through hyper- segmentation  Traditional metrics lead to expensive buys for shows and other channels that can deliver along only a few key demographics  Social data can find audiences through context and conversation leading to more efficient buys of hyper-targets — e.g., the intersection of auto enthusiasts and fans of a show or a Website OUTPUT How to Reach Premium Audience Without Paying Premium Pricing20 © 2011 Networked Insights
  21. 21. 21 © 2011 Networked Insights
  22. 22. Maximizing Paid, Owned and Earned media CONCEPT October 1.2% Maximizing social lift September 0.3%  Sometimes media buys have Earned August 2.6% often been run by separate Media departments within a brand Ripple* July 1.7% or agency; synergies not well June 0.1% coordinated May 0.7% April 0.7% March 0.2%  Social data can help sequence February 0.7% these areas to create synergies and provide social lift Earned Impressions Earned Brand Value* 31,383,872 $62,768 OUTPUT Spent $18 million instead of $30 million on new product launch22 © 2011 Networked Insights
  23. 23. 23 © 2011 Networked Insights
  24. 24. Finding the right Celebrity CONCEPT Find the intersection of Brand X and Celebrity Y  Focus groups are slow, biased and expensive  Social media analysis can quickly and efficiently test different celebrities as candidates for brand endorsers OUTPUT Instead of spending $ on the wrong celeb for your brand, spend less on the right one24 © 2011 Networked Insights
  25. 25. 25 © 2011 Networked Insights
  26. 26. Acquiring Media that Fills a Gap CONCEPT Brand lock out situation  Sometimes other brands beat you to the punch and buy up an exclusive on TV  Social data analysis can quickly identify the same audience online and show you how to reach the same impact at a fraction of the price OUTPUT How to make $2 million dollars of ad budget deliver $42 million dollars of payback26 © 2011 Networked Insights
  27. 27. Data vs InsightsStrategic Marketing Messaging/SEO Customer Segmentation Campaign Measurement Market Research Product Research Sentiment Analysis Interactive Buying Lead Generation ANALYTICS MONITORING Product Innovation Competitive Tracking Customer Support Brand Protection Influencer Marketing Crisis Management Tactical Reactive Graph based on Forrester research. Proactive27 © 2011 Networked Insights
  28. 28. Key Takeaways 1) Dont Focus on the Tools 2) Do one thing really Well 3) Constantly Experiment 4) Incorporate Social Data 5) Challenge the Norm28 © 2011 Networked Insights
  29. 29. How to contact me? Paul Dunay CMO Networked Insights Mobile: 917.306.8440 paul.dunay@networkedinsights.com Don’t forget to become part of my network! LinkedIn: linkedin.com/in/pauldunay Facebook: facebook.com/pauldunay Twitter: twitter.com/pauldunay Blog: pauldunay.com29 © 2011 Networked Insights
  30. 30. We fuel insights, helping brands and their agencies make better marketing decisions.Paul Dunay Founded in 2006 by industry leaders and917.306.8440 seasoned entrepreneurs in the fields of socialpaul.dunay@networkedinsights.com media and customer intelligence. Headquartered in Madison, WI, with officesnetworkedinsights.com in New York and Chicago.

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