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Tying Tweets to Profits:
Can 140 Characters Deliver ROI?
Join the Conversation…
Thanks to Our Sponsor
Our Speakers
#smtlive
Maggie Fox is the founder, CEO and Chief Marketing Officer of Social Media Group, established
in 2006 and one of the world’s most highly respected independent agencies helping business
navigate the socially engaged Web. She was named one of the Top 100 Marketers in the 100th
anniversary edition of Marketing Magazine and sits on the Boards of both GetElevate.com and
the Heart and Stroke Foundation of Canada. Follow her on Twitter @maggiefox
Ric Dragon is the author of Social Marketology and the DragonSearch Online Marketing Manual,
both published by Mc-Graw Hill. He is the CEO and co-founder of DragonSearch, with more than
20 years of extensive experience in graphic design, information architecture, web development
and digital marketing. As an artist, Ric has been shown in countless group and solo shows. He is a
regular guest columnist for Marketing Land, and Social Media Monthly, and a speaker at many
marketing and business conferences.
Kemp Edmonds works for Vancouver-based HootSuite as the lead Sales Engineer. Kemp was
recently named to the Board of Social Media Club International. His passion for people,
technology and education enables his work. He can also be found blogging on
kempedmonds.com, chopping wood on small islands in the Howe Sound and documenting life.
Kemp was recently named to the Board of Directors for Social Media Club International, the
largest professional trade group of it’s kind.
Tying Tweets to Profits:
Can 140 Characters Deliver ROI?
1. Target 2. Interact 3. Sell
$ $ $
Image By: @intersection1 used under creative commons.
What „R‟ does social media provide?
Direct
Indirect
Note: No real science was used in the creation of this infographic.
Measurable Direct Return…
Savings Sales
AND
“It costs less than $1 per
interaction [on social media],
whereas telephone care is
typically at least $6 per call. Even
e-mail care costs $2.50 to $5 per
interaction.”
Kemp‟s Measurement Philosophy
BASE
REACH
ENGAGEMENT
CONVERSION
End-to-End ROI Tracking
Conversion
(On Site)
Visitors
Interest
Conversion
{
Engagement
(Off Site)
End-to-End ROI Tracking
Conversion
(On Site)
Visitors
Interest
Conversion
{
Engagement
(Off Site)
Kemp‟s Measurement Philosophy
BASE
REACH
ENGAGEMENT
CONVERSION
Email: $ Value of a Subscriber
50 EMAIL SUBSCRIBERS
OPEN RATE
ACTIONS
(CLICK THROUGHS / VISITS)
$100 in
DONATIONS
Value of a Subscriber
50 Subscribers
$100 in Donations
$2 / Subscriber
=
Note: This is an example on an email campaign.
This can be done for multiple emails or over a specific time period.
Social: $ Value of a Follower
100,000 FOLLOWERS
5,000 REACHED
500 CLICKS
$1000 in
SALES
Value of a Follower
100,000 Followers
$1000 in Sales
$0.01 /
Follower=
Note: This is an example on a single post.
This can be done for multiple posts or over a specific time period.
Value of a Click
500 Clicks
$1000 in Sales
$2 / Click
=
Note: This is an example on a single post.
This can be done for multiple posts or over a specific time period.
Social Funnel Metrics
BASE = FANS, FOLLOWERS
REACH = AUDIENCE REACHED
ENGAGEMENT = CLICKS, LIKES
CONVERSION=
XYZ
Awareness Value =(Market Size)
X (Awareness Change) X
(Purchase Intent) X (Sales
Conversion) X (Unit Profits)
Social Media
Value
Landscape
Market Eco-System
Customer/Brand
Eco-System
Customer
Mind
Market Eco-System • Marketing Lift – the
increased
effectiveness of all
marketing activities
• Impact on Search
Engine Optimization
• Risk Mitigation
Customer/Brand
Eco-System
• Transaction (the actual
purchase or
negotiation
• Repeat transactions
• Loyalty
• Advocacy
Customer
Mind
• Awareness
• Recognition
• Associations
• Perceived Quality
• Likeability
Twitter: @ricdragon
• Tweet Chats
• Brand Ambassador
Programs
• Special interest affinity
group
Twitter: @ricdragon
• Digital PR
• One-on-one
relationship building
with key individuals
Twitter: @ricdragon
• Reactive
• Proactive
• “Thought Leadership”
Bring it offline
Participate in
conversations
Really
connect with
individuals
Become a
part of your
communities
Engage in
community
for ½ every
day
Help 5
people out
per day
Join 3
Twitter
Chats
each
week
Host
Meet-
ups
Join us for our next webinar…
#smtlive
Making Sense of Merging Data:
How to Get Insight from Social, Unstructured and Legacy Data
http://socialmediatoday.com/merging-social-data-webinar
9
JULY
Liked our webinar? Join us IN PERSON
We're super excited about our first-ever conference, The Social
Shake-Up...and that's due in no small part to the fact that we can't
wait to meet our SMT community (that's you!) face to face. Join us
in Atlanta as we bring together major thought leaders, many of our
bloggers, and community members to find out what they are doing
and how it can impact your business. All webinar attendees get 25%
using code: SMTLIVE
http://socialmediatoday.com/event
#socialshakeup

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Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

  • 1.
  • 2. Brought to you by Tying Tweets to Profits: Can 140 Characters Deliver ROI?
  • 4. Thanks to Our Sponsor
  • 5. Our Speakers #smtlive Maggie Fox is the founder, CEO and Chief Marketing Officer of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. She was named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Boards of both GetElevate.com and the Heart and Stroke Foundation of Canada. Follow her on Twitter @maggiefox Ric Dragon is the author of Social Marketology and the DragonSearch Online Marketing Manual, both published by Mc-Graw Hill. He is the CEO and co-founder of DragonSearch, with more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. As an artist, Ric has been shown in countless group and solo shows. He is a regular guest columnist for Marketing Land, and Social Media Monthly, and a speaker at many marketing and business conferences. Kemp Edmonds works for Vancouver-based HootSuite as the lead Sales Engineer. Kemp was recently named to the Board of Social Media Club International. His passion for people, technology and education enables his work. He can also be found blogging on kempedmonds.com, chopping wood on small islands in the Howe Sound and documenting life. Kemp was recently named to the Board of Directors for Social Media Club International, the largest professional trade group of it’s kind.
  • 6. Tying Tweets to Profits: Can 140 Characters Deliver ROI? 1. Target 2. Interact 3. Sell $ $ $ Image By: @intersection1 used under creative commons.
  • 7. What „R‟ does social media provide? Direct Indirect Note: No real science was used in the creation of this infographic.
  • 9. “It costs less than $1 per interaction [on social media], whereas telephone care is typically at least $6 per call. Even e-mail care costs $2.50 to $5 per interaction.”
  • 11. End-to-End ROI Tracking Conversion (On Site) Visitors Interest Conversion { Engagement (Off Site)
  • 12. End-to-End ROI Tracking Conversion (On Site) Visitors Interest Conversion { Engagement (Off Site)
  • 14. Email: $ Value of a Subscriber 50 EMAIL SUBSCRIBERS OPEN RATE ACTIONS (CLICK THROUGHS / VISITS) $100 in DONATIONS
  • 15. Value of a Subscriber 50 Subscribers $100 in Donations $2 / Subscriber = Note: This is an example on an email campaign. This can be done for multiple emails or over a specific time period.
  • 16. Social: $ Value of a Follower 100,000 FOLLOWERS 5,000 REACHED 500 CLICKS $1000 in SALES
  • 17. Value of a Follower 100,000 Followers $1000 in Sales $0.01 / Follower= Note: This is an example on a single post. This can be done for multiple posts or over a specific time period.
  • 18. Value of a Click 500 Clicks $1000 in Sales $2 / Click = Note: This is an example on a single post. This can be done for multiple posts or over a specific time period.
  • 19. Social Funnel Metrics BASE = FANS, FOLLOWERS REACH = AUDIENCE REACHED ENGAGEMENT = CLICKS, LIKES CONVERSION= XYZ
  • 20. Awareness Value =(Market Size) X (Awareness Change) X (Purchase Intent) X (Sales Conversion) X (Unit Profits)
  • 22. Market Eco-System • Marketing Lift – the increased effectiveness of all marketing activities • Impact on Search Engine Optimization • Risk Mitigation
  • 23. Customer/Brand Eco-System • Transaction (the actual purchase or negotiation • Repeat transactions • Loyalty • Advocacy
  • 24. Customer Mind • Awareness • Recognition • Associations • Perceived Quality • Likeability
  • 25. Twitter: @ricdragon • Tweet Chats • Brand Ambassador Programs • Special interest affinity group
  • 26. Twitter: @ricdragon • Digital PR • One-on-one relationship building with key individuals
  • 27. Twitter: @ricdragon • Reactive • Proactive • “Thought Leadership”
  • 28. Bring it offline Participate in conversations Really connect with individuals Become a part of your communities Engage in community for ½ every day Help 5 people out per day Join 3 Twitter Chats each week Host Meet- ups
  • 29. Join us for our next webinar… #smtlive Making Sense of Merging Data: How to Get Insight from Social, Unstructured and Legacy Data http://socialmediatoday.com/merging-social-data-webinar 9 JULY
  • 30. Liked our webinar? Join us IN PERSON We're super excited about our first-ever conference, The Social Shake-Up...and that's due in no small part to the fact that we can't wait to meet our SMT community (that's you!) face to face. Join us in Atlanta as we bring together major thought leaders, many of our bloggers, and community members to find out what they are doing and how it can impact your business. All webinar attendees get 25% using code: SMTLIVE http://socialmediatoday.com/event #socialshakeup

Editor's Notes

  1. Quick notes from @hootkempImage used under creative commons by @intersection1
  2. Document your resources available to you
  3. Document your resources available to you
  4. Document your resources available to you