This document summarizes a presentation on maximizing ROI from social media marketing. It discusses setting goals aligned with business objectives, measuring outcomes that matter to the business, and targeting audiences with valuable content. It provides an example of an insurance company that drove income protection policy sales through social media. Using native ads on Facebook, they were able to achieve cost per lead 65% lower than display ads and cost per sale 61% lower than paid search.

1. APSMA Digital Series:
Social Media Marketing
Maximise your digital ROI
James Neal
@nealjimmy
@isentia

2. APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 2
“Half the money I spend
on advertising is wasted;
the trouble is I don’t know
which half.”

3. “Half the money I spend
on advertising is wasted;
the trouble is I don’t know
which half.”
John Wanamaker
(1838– 1922)
Credited for:
• First ever half page
newspaper ad
• First full page newspaper
ad (5 years later)
• The price tag
• The seasonal sale
• The money back
guarantee
• Hiring the first full time
copy writer
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 3

4. APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 4

5. 9 out of 10
people get dressed,
brush their teeth
and check their
smartphones
as part of their
daily routine
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 5

6. 91%Of B2B marketers use
content marketing*
*http://labs.openviewpartners.com
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 6

7. 44%
Of B2B marketers
have a documented
content strategy*
*http://labs.openviewpartners.com
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 7

8. 21%
Of B2B marketers
indicate they are
successful at tracking
ROI of their content
marketing programs*
*http://labs.openviewpartners.com
Only
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 8

9. APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 9

10. MEASURE WHAT
MATTERS
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 10

11. SET SOCIAL
MEDIA GOALS
WITH BUSINESS
OBJECTIVES
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 11

12. CREATE
INFORMATION
ARCHITECTURE
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 12

13. Business
Objectives
Benchmarks
Operations Best practice
Internal advice
Implementation
Content creation
Contentplanning
Reporting
Monitoring
Community management
YOUR
COMPETITIVE
ADVANTAGE
THROUGH
MANAGEMENT
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 13

14. Our client, a major Australian life
insurer, wanted to
drive income protection policy sales
through digital channels
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 14

15. Two Social
heightened the
emotional
rather than the
rational reasons to
purchase through
Facebook native
advertising
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 15

16. The campaign
targeted single
mums who carry a
unique responsibility
to their dependent
children and
tradespeople who are
high risk with 3,560
claiming workers
compensation each
year
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 16

17. A mobile only native
campaign, using 8
separate creative
executions
through 4 unique
landing pages which
led to a mobile
optimised quotation
page on our client’s
website
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 17

18. Cost per lead was
65% lower
than digital display
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 18

19. Cost per sale was
61% lower
than paid search
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 19

20. Sales conversion
ratios were
10 times better
than eDM
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 20

21. WHAT IS YOUR CUSTOMER DECISION JOURNEY?
WHO IS YOUR AUDIENCE?
WHAT IS YOUR MESSAGING?
WHERE WILL THEY BE CONSUMING YOUR CONTENT?
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 21

22. 5 TO 7 DECISION
MAKERS IN
ORGANISATIONAL
BUYING CENTRES
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 22

23. CREATE CONTENT
THAT USERS WANT TO
CONSUME, ENGAGE
WITH AND SHARE
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 23

24. “We need to
stop interrupting
what people are
interested in and
be what people are
interested in.”
Craig Davis,
former Chief Creative Officer at
J. Walter Thompson
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 24

25. Better quality
content
If your content
is relevant and
contextual it is more
likely to encourage
engagement, be
shared and help
create valuable links
with your audience.
What you
want to say
What they’re
interested in
Relevance
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27. If content is king…
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 27

28. … then distribution is
the kingmaker
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 28

29. That’s 28 in every 60 minutes*
*That’s in Australia too!
47% OF ALL ONLINE
TIME IS SPENT ON
SOCIAL MEDIA
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 29

30. LinkedIn generates
more leads for
B2B companies
than Facebook,
Twitter or blogs
individually. yet
only 47% of B2B
markets say they
are actively using
LinkedIn vs 90% on
Facebook
http://labs.openviewpartners.com
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 30

31. References: 1
LinkedIn, 2
expandedramblings.com, 3
marketing.linkedin.com. 4
visual.ly.com, 5
press.linkedin.com
35% of LinkedIn users access
the site daily.2
DAY
39% of LinkedIn users pay for
premium access.4
People want to be there.
7.6 Million Australian Users
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 31

32. HSBC
Case study
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 32

33. Advertising Engine
Live Demonstration
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 33

34. Case Study
90%> 900
+400%
Increase in
click-through rates
3 MINS
Average time
spent on site
*
66%
Increase in engaged users
since campaign launch
First-time visitors to SBR Engaged users daily*
HIGHLIGHTS
IN JUST 6 MONTHS
SBR’S DAILY TRAFFIC INCREASED BY 40%
THROUGH CONTENT OPTIMIZATION, EDB
IMPROVED THEIR HEADLINE CLICK-THROUGH RATES BY 400% AND
ATTRACTED ABOUT 900
NEW VISITORS DAILY
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 34

35. Owned
Earned
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37. Channel Growth
Australia
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 37

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39. Reachpocalypse
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40. 0%
APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 40

41. Maximising
ROI Build an information architecture within
your organisation
Measure the outcomesTarget specific audiences with
content that adds value
Set social media goals in conjunction
with business objectives
Communicate results in business language
rather than social buzz terms
#1
#4#3
#2
#5

42. THINK
COURAGEOUSLY
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