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 BusinessDevelopment Manager,ShoutletPanelists:Jackie Reau, Game DayCommunicationsAlex Shebar, YelpPatrice Watson, Raise YourShare

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, 58Prefers 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 videosUploads 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!