Engagement And Roi


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The slides from my talk at the BBB of Arizona in Phoenix, AZ.

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Engagement And Roi

  1. 1. Engagement & ROI<br />Shailesh Ghimire<br />Director of Interactive Marketing<br />sghimire@airmarketing.com<br />airmarketing.com/blog<br />
  2. 2. Recap<br />Integrating Social Media and Sales<br />Setting goals<br />Assessing return on effort<br />Overview of social media usage among consumers<br />Social technologies tour<br />Developing a strategy<br />Re-visiting a case study<br />
  3. 3. Social Technologies<br />Blogs, Podcasts and vLogs<br />Social Networks/Virtual Worlds<br />Social Bookmarking Tools (Digg, StumbleUpon)<br />Collaboration Tools (Wikis, Google Docs)<br />Video / Photo Sharing<br />Micro blogging: Twitter (text), Seesmic (video)<br />
  4. 4. What Consumers Do Online<br />Source: Forrester Research<br />
  5. 5. Audience + Goals  Strategy<br />Example 1 <br />Audience = Primarily commenting<br />Goal = Generate leads<br />Strategy = Engage via blogs, feedback options - on product pages and create avenues for data capture<br />Example 2<br />Audience = Primarily observing<br />Goal = Thought leader<br />Strategy = Develop content-rich blog, supply ample photos and videos, weekly podcasts<br />
  6. 6. Wiggly Wigglers<br />Sells compost worm kits in the UK, started in 1995<br />Based in a town with less than 70 people<br />Target audience: farmers<br />Less than 25,000 farmers in the UK<br />Deployed podcasts, blog posts and social networking<br />Sources:<br />http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm<br />http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html<br />
  7. 7. Worm Success<br />Now a multi-million dollar company<br />Growing robustly at 10% per year<br />Growth attributed to a combination of Podcasts, Blog posts and social networking<br />Now even has a developed a thriving catalog business<br />
  8. 8. By Now You Should Have…<br />A basic understanding of Social Media<br />Interactive Online Marketing<br />A basis for developing a strategic plan<br />GMOOT is not a plan<br />An appreciation of the commitment required<br />
  9. 9. Today<br />Mastering engagement<br />Refining strategy<br />Developing a ROI plan<br />
  10. 10. Engagement<br />Characteristics:<br />Personal and authentic<br />&quot;How to Win Friends and Influence Others&quot;<br />Timely and relevant<br />Prepared for the long haul<br />
  11. 11. Two Platforms<br />Twitter<br />Blogs<br />
  12. 12. Twenty Twitter Tips for Happy Tweeting<br />Comment on local events<br />Comment on local news stories (stay away from highly charged political stories)<br />Comment on local sports teams<br />Comment on fund raisers and good causes<br />Comment on your industry related news<br />
  13. 13. Twenty Twitter Tips for Happy Tweeting<br />Comment on funny ads you may have seen (do not disparage competitors)<br />Comment on how much your customers love you<br />Comment on relevant historical markers (for example this year is the 55th anniversary of the electric toothbrush - if you’re a dentist this would be great.)<br />Respond to interesting Tweets from your followers (VERY IMPORTANT)<br />Re-tweet interesting Tweets from your followers (VERY IMPORTANT)<br />
  14. 14. Twenty Twitter Tips for Happy Tweeting<br />Recommend some of your followers to others on Fridays (It’s called follow Friday)<br />Discuss your likes/dislikes on any given topic - (I loved “Amazing Race” last night)<br />Comment on the weather<br />Talk about some of your special events and promotions (10% off etc.)<br />Share a link to an inspiring story, funny video, great picture etc. (use common sense) <br />
  15. 15. Twenty Twitter Tips for Happy Tweeting<br />Invite your followers to a Twitter exclusive event (Tweet-up)<br />Attend some local Tweet-ups to meet the community - and Tweet from the event as you meet them<br />Tweet about personal achievements, goals, ideas etc.<br />Post pictures from the farm, the store etc.<br />Have fun connecting with new people, and remember, you can’t plan a conversation, so you’ll find plenty to talk about once you connect with others.<br />
  16. 16. Twitter Tools<br />Tweetdeck – on desktop<br />Mobile apps –for iPhone, Blackberry<br />Twellow – Directory list<br />Tweetlater – for scheduling tweets<br />
  17. 17. Blog On!<br />Have a goal to write 2-3 blog posts every week.<br />Make a list of topics you&apos;d like to cover. Stay on task until blogging is part of your normal life.<br />Make a list of relevant keywords for each topic so you&apos;re focused on SEO.<br />Write in an easy style. This is not a college paper. <br />It is important to stay within your topic. But sprinkle some personal opinions, tastes etc. <br />Highlight any words or sentences to draw attention to specific content. <br />
  18. 18. Blog it Baby<br />Include several out bound links in each post. For example, if you’re writing a post on “salads” then include a link to a website with more information on “dressings”. <br />Link to past blog post when relevant. <br />Make the post title relevant to the content. <br />Learn to utilize tags and categories <br />Write one stunningly awesome blog post every three weeks and link to this article in future blog posts.<br />Use pictures and videos when relevant.<br />
  19. 19. Blog it Up!<br />Respond to comments on your post.<br />Write back if someone contacts you from your blog.<br />Share your blog posts on Twitter.<br />Include your blog address on your business card.<br />
  20. 20. Now Your ROI<br />
  21. 21. Blogs<br />Social Networks<br />White Label Social Networks<br />eMails<br />Wiki’s<br />
  22. 22. Critical<br />Important<br />Nice to Have<br />Resources - ROI<br />
  23. 23. ROI Question<br />What Social Media can do for you:<br />Expand the audience for your message<br />Excite fans, customers<br />Enable connections with new audience<br />Gather insights, opinions <br />Listen more effectively and create dialog<br />
  24. 24. Setting Expectations<br />Biggest impact:<br />Reputation management<br />Brand building<br />Public and customer relationships<br />Substantially improves:<br />Search Engine Optimization (SEO)<br />Lead generation<br />
  25. 25. What to Measure?<br />Determine conversion<br />Sales leads<br />eCommerce <br />Awareness<br />Measure engagement<br />1200 friends<br />500 followers<br />3 blog posts/week , 5 comments<br />
  26. 26. Practical Way of Measuring<br />Use Web Analytics Tools to measure traffic<br />Set up conversion events:<br />Sale<br />Sign-up<br />Download<br />Assign dollar value to each event<br />
  27. 27.
  28. 28. Closing Thoughts<br />You can&apos;t ignore this anymore!<br />
  29. 29. It&apos;s Reached a Tipping Point<br />60% of Americans interact with companies on a social media website<br />One in four interact more than once per week<br />93% of Americans believe a company should have a presence in social media<br />85% believe a company should also interact with its consumers via social media<br />Boston consulting firm Cone, Boston Globe, September 25, 2008<br />
  30. 30. What They Want From You…<br />43% said companies should use social networks to solve their problems<br />41% said companies should solicit feedback on their products and services<br />37% said companies should develop new ways for consumers to interact with their brand<br />
  31. 31. What This Means….<br />You’ll need to have a social media presence<br />Develop and execute an effective strategy<br />Ideally, social media will be integrated within your overall marketing<br />
  32. 32. Marketing<br />
  33. 33. Getting Started<br />Focus on relationships and not campaigns<br />Commit resources to learning and training<br />Learn from mistakes<br />Test, test, test, improve, improve, improve!<br />
  34. 34. Questions?<br />Shailesh Ghimire<br />(480) 748-2694<br />sghimire@airmarketing.com<br />airmarketing.com/blog<br />SocialReflections.Com<br />