Social Media in a Corporate Context, Manchester - Peter Granat, Cision

1. Tweet-up and be counted:
achieving real social media ROI
Peter Granat
CEO, Cision Europe
#cisionuk

2. #cisionuk

3. Not enough metrics?
Too many!
#cisionuk

4. #cisionuk

5. ?
#cisionuk

6. 6 #cisionuk

7. 7 #cisionuk

8. 8 #cisionuk

9. 9 #cisionuk

10. 10

11. 11 #cisionuk

12. 12
Starting small....
#cisionuk

13. 13 #cisionuk

14. iPad shipping in Europe
14

15. 15
Client services - often the easiest
place to start is the “social phone”
#cisionuk

16. CISION.com CisionPoint
blog.cision.com
THE WEB
#cisionuk

17. CISION.com CisionPoint
blog.cision.com
PAID WEB
MARKETING
#cisionuk

18. 0
500
1000
1500
2000
2500
0
20
40
60
80
100
01/05/2010 08/05/2010 15/05/2010 22/05/2010 29/05/2010
Pageviews
and
Entrances
Goal
Conversions
GoalConversions UniquePageviews Entrances
#cisionuk

19. #cisionuk

20. #cisionuk

21. #cisionuk

22. 22 #cisionuk

23. #cisionuk

24. #cisionuk

25. 25
Going large....
#cisionuk

26. #cisionuk

27. 27 #cisionuk

28. 28
Like other comms, SM programs are built
on strong creative and integration
#cisionuk

29. #cisionuk

30. When your marketing is revenue-
generating you’re on to a good thing
#cisionuk

31. 31
Integration can happen whether you
drive it or not – so plan for it
#cisionuk

32. 32 #cisionuk
Cision Social Journalism Study
September 2010
N = 279

33. 33 #cisionuk
Cision Social Journalism Study
September 2010
N = 279

34. 34 #cisionuk
Cision Social Journalism Study
September 2010
N = 279

35. Cision Impact Scores
Response of sales to increases in Publicity.
#cisionuk

36. 36 #cisionuk

37. #cisionuk

38. 38
And there’s more....
#cisionuk

39. #cisionuk

40. #cisionuk

41. #cisionuk

42. FIVE TAKE-AWAYS
#cisionuk

43. 43
1. Starts with knowing the business objectives
2. Build communications objectives around them
3. Use social media metrics as KPIs not ROI
4. Start small – easy wins– to build a business case
5. Integrate with other marketing and business
activities where possible
Five rules for achieving social media ROI
#cisionuk

44. THANK YOU
Peter Granat
CEO, Cision Europe
peter.granat@cision.com
#cisionuk