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Crea%ng	
  Posi%ve	
  Social	
  Media	
  Return	
  on	
  Investment	
  


Moderator: Chuck Tobar,
Senior Business
Development Manager,
Shoutlet

Panelists:
Jackie Reau, Game Day
Communications

Alex Shebar, Yelp

Patrice Watson, Raise Your
Share
Social	
  Media	
  opportuni0es	
  are	
  happening	
  in	
  real	
  0me….	
  




                                                                                 2!
Empower	
  your	
  employees	
  to	
  listen	
  and	
  act	
  




                                                                 3!
Morton’s	
  gets	
  a	
  big	
  payoff	
  for	
  having	
  systems	
  in	
  place	
  




                                                                                       4!
How	
  can	
  your	
  business	
  generate	
  a	
  PR	
  home	
  run	
  like	
  Morton’s?	
  




                                                                                                5!
Measuring	
  Social	
  Media	
  ROI	
  



 70% of companies are not adequately
    measuring social media initiatives




                                          Top 3 Biggest Obstacles To Measurement:

                                          30% Dedicated Resources (who will do it)

                                          25% Don’t know what to measure

                                          20% Believe Social Media is not about ROI




                                          Study	
  from	
  Marke/ngProfs	
  (n=338),	
  Conducted	
  in	
  June	
  2009.	
  




                                                                                                                               6!
ROI	
  vs.	
  Correla0on	
  




There	
  is	
  only	
  1	
  formula	
  to	
  calculate	
  ROI	
  

How	
  does	
  social	
  media	
  success	
  %e	
  into	
  your	
  business	
  success	
  over	
  the	
  long	
  haul?	
  	
  

Make	
  the	
  correla%ons!	
  




                                        Source: “The 6 Step Process for Measuring Social Media”, Jay Baer’s Convince and Convert, May 31,
                                        2011                                                                                                7!
ROI	
  Begins	
  with	
  the	
  first	
  step	
  




                             STEP #1 Your company’s
                               goals: What are you really
                               hoping to accomplish?

                                                       STEP #2 Your audience:
                                                   Who are they? What do they do
                                                                         online?

                                          STEP #3 Your toolbox:
                                          Does it fit your needs?



                                           STEP #4 Your metrics:
                                   What makes sense for your goals?



                                                                                   8!
Building	
  Rela0onships	
  vs.	
  Transac0ons	
  




                                                     9!
Tangible	
  vs.	
  Intangible	
  




                                Tangible                                                        Intangible
                         	
  	
  	
  	
  	
  	
  	
  	
  Direct	
  sales	
  	
             	
  Increased	
  brand	
  awareness	
  
                                       conversions	
  (ROI)	
  
                                                                                             	
  Posi/ve	
  brand	
  influence	
  
                  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  E-­‐mail	
  captures	
                    	
  Residual	
  sales	
  
                  	
  	
  	
  	
  	
  	
  	
  	
  	
  Number	
  of	
  leads	
        Engaging	
  dialog	
  with	
  target	
  audience	
  




                                                                                                                                            10!
ROI	
  –	
  Who	
  is	
  your	
  target?	
  




                              STEP #1 Your company’s
                                 goals: What are you really
                                 hoping to accomplish?

                                                          STEP #2 Your audience:
                                                     Who are they? What do they
                                                                    do online?

                                               STEP #3 Your toolbox:
                                               Does it fit your needs?



                                             STEP #4 Your metrics:
                                     What makes sense for your goals?



                                                                                   11!
Understanding	
  Your	
  Fans	
  




“We’ve	
  got	
  to	
  quit	
  iden/fying	
  and	
  
collec/ng	
  fans	
  like	
  baseball	
  cards	
  and	
  
start	
  ac/va/ng	
  fans”	
  	
  

–	
  Jay	
  Baer	
  




                                                            12!
Studying	
  Your	
  Audience	
  




     Ashley, 21                        Sean, 37                       Linda, 58
Prefers text messaging           Downloads podcasts to        Just joined Facebook and
    over voice calls              listen while traveling     quickly getting the hang of it

  LOVES Facebook                    Uses Twitter more         Likes photo-sharing sites
   and uses apps                     than Facebook
                                                               Watches how-to videos
Uploads photos often             Still prefers e-mail over         about hobbies
                                 mobile text messages



                                                                                              13!
ROI	
  –	
  toolbox	
  &	
  talent	
  




                             STEP #1 Your company’s
                                goals: What are you really
                                hoping to accomplish?

                                                    STEP #2 Your audience:
                                               Who are they? What do they do
                                                                     online?

                                         STEP #3 Your toolbox:
                                         Does it fit your needs?


                                            STEP #4 Your metrics:
                                    What makes sense for your goals?



                                                                               14!
Resources	
  




   Seldom is there zero cost in a social media
   campaign. Listed below are pieces to
   consider when creating your social media
   program:

      •	
  	
  Content	
  crea%on	
  costs	
  and	
  %me	
  
  	
  •	
  	
  Paid	
  placement	
  to	
  jumpstart	
  campaign	
  
  	
  •	
  	
  Staff	
  for	
  execu%ng	
  and	
  managing	
  
  	
  •	
  	
  Hos%ng	
  fees	
  
  	
  •	
  	
  Fees	
  from	
  distribu%on/tracking	
  tools	
  
  	
  •	
  	
  Consul%ng/agency	
  fees	
  




                                                                      15!
Choose	
  Your	
  Metrics	
  




               You know your goals.

             You know your audience.

            You’ve charted a strategy.

       Now, what does success look like?




                                            Social Media Metrics + Sales Data = ROI
                                           Don’t get trapped by too many metrics; choose
                                              what’s important to your company and what
                                                   will track the goals you’ve outlined.



                                                                                           16!
Return	
  on	
  Investment:	
  Direct	
  Sales	
  




                               Build fans

                                                             Connect	
  via	
  a	
  	
  
                                              one-­‐to-­‐one	
  rela0onship	
  	
  
                                            (e-­‐mail,	
  SMS,	
  Social	
  CRM)	
  




                                          Build	
  direct	
  
                                          response	
  strategy	
  


                                                                                      Measure	
  sales	
  




                                                                                                             17!
Return	
  on	
  Investment:	
  Indirect	
  Sales	
  




                    Fan	
                          Awareness	
        Coupons	
  
                   Form	
                         Engagement	
     1-­‐800	
  number	
  

                 Dona/on	
  




                                                                                           18!
Tying	
  Impact	
  to	
  Sales:	
  Coupons	
  and	
  Codes	
  




   Coupons	
  and	
  Codes:	
  
   Provide	
  exclusive	
  deals	
  and	
  
   promo	
  codes	
  to	
  fans	
  and	
  followers	
  

   Encourages	
  pass-­‐along	
  
   Track	
  redemp%ons	
  




                                                                 19!
Case	
  Study:	
  Rayovac	
  


	
  	
  	
  	
  	
  	
  	
  Client:	
  	
  Rayovac	
  

          Objec0ve:	
  
          Promote	
  new	
  Facebook	
  fan	
  page	
  and	
  drive	
  
          video	
  views	
  of	
  Molly’s	
  magic	
  wand	
  
          commercial.	
  

          Solu0on:	
  
          Rayovac	
  reached	
  out	
  to	
  mom	
  bloggers	
  and	
  
          Disney	
  fan	
  bloggers	
  with	
  a	
  Shoutlet	
  video	
  player	
  
          widget	
  and	
  a	
  call	
  to	
  ac%on	
  about	
  their	
  new	
  
          Facebook	
  fan	
  page,	
  where	
  a	
  sign-­‐up	
  widget	
  was	
  
          housed	
  to	
  collect	
  email	
  addresses	
  and	
  
          distribute	
  a	
  $3	
  coupon.	
  

          Eight	
  blog	
  posts	
  (33%	
  of	
  those	
  ini%ally	
  
          contacted),	
  addi%onal	
  posts	
  on	
  coupon	
  blogs,	
  
          800	
  video	
  plays	
  on	
  blog	
  sites,	
  and	
  dozens	
  of	
  
          tweets	
  drove	
  customers	
  to	
  Facebook.	
  	
  

                                                                                      To	
  date,	
  there	
  are	
  20,000+	
  Facebook	
  fans	
  and	
  an	
  email	
  
                                                                                      database	
  of	
  over	
  22,000.	
  
                                                         30%	
  Coupon	
  
                                                                                      100+	
  Rayovac	
  widget	
  embeds	
  	
  
                                                         Redemp%on!	
  
                                                                                      Total	
  Rayovac	
  video	
  views	
  =	
  Roughly	
  54,000	
  
                                                                                                                                                                             20!
Tying	
  Impact	
  to	
  Sales:	
  Tracking	
  URLs	
  



                                      Social	
  Media	
  +	
  Website	
  Analy0cs	
  




                                                                                        21!
ROI	
  Tracking	
  &	
  Social	
  Commerce	
  




               Research,	
  Follow,	
  Buy	
  




                                                 22!
ROI	
  -­‐	
  metrics	
  




                            STEP #1 Your company’s
                               goals: What are you really
                               hoping to accomplish?

                                                 STEP #2 Your audience:
                                            Who are they? What do they do
                                                                  online?

                                     STEP #3 Your toolbox:
                                     Does it fit your needs?



                                        STEP #4 Your metrics:
                             What makes sense for your goals?


                                                                            23!
How	
  to	
  Measure:	
  Shoutlet’s	
  Repor0ng	
  




                                                      24!
How	
  to	
  Measure:	
  E-­‐commerce	
  	
  




                                                25!
Tracking	
  Tips	
  


 Tips	
  for	
  Tracking:	
  

 • Know	
  your	
  benchmarks	
  

 • Gather	
  ac%onable	
  data	
  

 • Be	
  realis%c	
  in	
  what	
  you	
  want	
  to	
  track	
  

 • Don’t	
  neglect	
  qualita%ve	
  metrics	
  

 • Don’t	
  measure	
  everything,	
  measure	
  the	
  right	
  things	
  

 • Use	
  tools	
  and	
  apps	
  that	
  make	
  tracking	
  
       • Easier	
  	
  
       • More	
  efficient	
  
       • Streamlined	
  



                                                                              26!
RAISE YOUR SHARE Contact Information!




                                             @patricewatson10




                                             Connect with us on Facebook:
                                             facebook.com/raiseyourshare

   Patrice Watson
   Chief Strategist/CEO                               Join the Shoutlet LinkedIn Group
   RAISE YOUR SHARE                                   Social Commerce:
                                                      Selling with Social Media
   Mobile: 513-236-5781
   patricewatson10@gmai.com
                                        www.raiseyourshare.com




                                                                                         27!

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Creating Positive Social Media ROI - Digital Non Conference, Cincinnati 2011 by Raise Your Share - Shoutlet Certified

  • 1. Crea%ng  Posi%ve  Social  Media  Return  on  Investment   Moderator: Chuck Tobar, Senior Business Development Manager, Shoutlet Panelists: Jackie Reau, Game Day Communications Alex Shebar, Yelp Patrice Watson, Raise Your Share
  • 2. Social  Media  opportuni0es  are  happening  in  real  0me….   2!
  • 3. Empower  your  employees  to  listen  and  act   3!
  • 4. Morton’s  gets  a  big  payoff  for  having  systems  in  place   4!
  • 5. How  can  your  business  generate  a  PR  home  run  like  Morton’s?   5!
  • 6. Measuring  Social  Media  ROI   70% of companies are not adequately measuring social media initiatives Top 3 Biggest Obstacles To Measurement: 30% Dedicated Resources (who will do it) 25% Don’t know what to measure 20% Believe Social Media is not about ROI Study  from  Marke/ngProfs  (n=338),  Conducted  in  June  2009.   6!
  • 7. ROI  vs.  Correla0on   There  is  only  1  formula  to  calculate  ROI   How  does  social  media  success  %e  into  your  business  success  over  the  long  haul?     Make  the  correla%ons!   Source: “The 6 Step Process for Measuring Social Media”, Jay Baer’s Convince and Convert, May 31, 2011 7!
  • 8. ROI  Begins  with  the  first  step   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 8!
  • 9. Building  Rela0onships  vs.  Transac0ons   9!
  • 10. Tangible  vs.  Intangible   Tangible Intangible                Direct  sales      Increased  brand  awareness   conversions  (ROI)    Posi/ve  brand  influence                      E-­‐mail  captures    Residual  sales                    Number  of  leads   Engaging  dialog  with  target  audience   10!
  • 11. ROI  –  Who  is  your  target?   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 11!
  • 12. Understanding  Your  Fans   “We’ve  got  to  quit  iden/fying  and   collec/ng  fans  like  baseball  cards  and   start  ac/va/ng  fans”     –  Jay  Baer   12!
  • 13. Studying  Your  Audience   Ashley, 21 Sean, 37 Linda, 58 Prefers text messaging Downloads podcasts to Just joined Facebook and over voice calls listen while traveling quickly getting the hang of it LOVES Facebook Uses Twitter more Likes photo-sharing sites and uses apps than Facebook Watches how-to videos Uploads photos often Still prefers e-mail over about hobbies mobile text messages 13!
  • 14. ROI  –  toolbox  &  talent   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 14!
  • 15. Resources   Seldom is there zero cost in a social media campaign. Listed below are pieces to consider when creating your social media program: •    Content  crea%on  costs  and  %me    •    Paid  placement  to  jumpstart  campaign    •    Staff  for  execu%ng  and  managing    •    Hos%ng  fees    •    Fees  from  distribu%on/tracking  tools    •    Consul%ng/agency  fees   15!
  • 16. Choose  Your  Metrics   You know your goals. You know your audience. You’ve charted a strategy. Now, what does success look like? Social Media Metrics + Sales Data = ROI Don’t get trapped by too many metrics; choose what’s important to your company and what will track the goals you’ve outlined. 16!
  • 17. Return  on  Investment:  Direct  Sales   Build fans Connect  via  a     one-­‐to-­‐one  rela0onship     (e-­‐mail,  SMS,  Social  CRM)   Build  direct   response  strategy   Measure  sales   17!
  • 18. Return  on  Investment:  Indirect  Sales   Fan   Awareness   Coupons   Form   Engagement   1-­‐800  number   Dona/on   18!
  • 19. Tying  Impact  to  Sales:  Coupons  and  Codes   Coupons  and  Codes:   Provide  exclusive  deals  and   promo  codes  to  fans  and  followers   Encourages  pass-­‐along   Track  redemp%ons   19!
  • 20. Case  Study:  Rayovac                Client:    Rayovac   Objec0ve:   Promote  new  Facebook  fan  page  and  drive   video  views  of  Molly’s  magic  wand   commercial.   Solu0on:   Rayovac  reached  out  to  mom  bloggers  and   Disney  fan  bloggers  with  a  Shoutlet  video  player   widget  and  a  call  to  ac%on  about  their  new   Facebook  fan  page,  where  a  sign-­‐up  widget  was   housed  to  collect  email  addresses  and   distribute  a  $3  coupon.   Eight  blog  posts  (33%  of  those  ini%ally   contacted),  addi%onal  posts  on  coupon  blogs,   800  video  plays  on  blog  sites,  and  dozens  of   tweets  drove  customers  to  Facebook.     To  date,  there  are  20,000+  Facebook  fans  and  an  email   database  of  over  22,000.   30%  Coupon   100+  Rayovac  widget  embeds     Redemp%on!   Total  Rayovac  video  views  =  Roughly  54,000   20!
  • 21. Tying  Impact  to  Sales:  Tracking  URLs   Social  Media  +  Website  Analy0cs   21!
  • 22. ROI  Tracking  &  Social  Commerce   Research,  Follow,  Buy   22!
  • 23. ROI  -­‐  metrics   STEP #1 Your company’s goals: What are you really hoping to accomplish? STEP #2 Your audience: Who are they? What do they do online? STEP #3 Your toolbox: Does it fit your needs? STEP #4 Your metrics: What makes sense for your goals? 23!
  • 24. How  to  Measure:  Shoutlet’s  Repor0ng   24!
  • 25. How  to  Measure:  E-­‐commerce     25!
  • 26. Tracking  Tips   Tips  for  Tracking:   • Know  your  benchmarks   • Gather  ac%onable  data   • Be  realis%c  in  what  you  want  to  track   • Don’t  neglect  qualita%ve  metrics   • Don’t  measure  everything,  measure  the  right  things   • Use  tools  and  apps  that  make  tracking   • Easier     • More  efficient   • Streamlined   26!
  • 27. RAISE YOUR SHARE Contact Information! @patricewatson10 Connect with us on Facebook: facebook.com/raiseyourshare Patrice Watson Chief Strategist/CEO Join the Shoutlet LinkedIn Group RAISE YOUR SHARE Social Commerce: Selling with Social Media Mobile: 513-236-5781 patricewatson10@gmai.com www.raiseyourshare.com 27!