According to recent reports, just 8% of companies say they can prove ROI from their social media spending, yet 70% of marketers say they plan to increase their social media spending. CMOs are under the gun now more than ever to show how social media marketing directly impacts bottom line revenue. And while we all know that good social content marketing can foster an engaged community, how should we measure the tangible, financial benefits? What metrics should you be looking for to justify your social budget to the C-Suite? What, really, is the value of a “like?” If you are a marketer who needs help showing your CMO that an active social community actually improves commerce, this webinar is for you. Hear from our panel of experts as they discuss: How to use user-generated content to persuade and influence the purchasing decision. The best ways to quantify positive social sentiment. Which metrics matter in the connection between digital community and business bottom line. What CMOs really want to hear and the best ways to deliver those results.

1. From Community to
Commerce:
Making the ROI Connection
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@Wayin

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. #SMTLive
Our Speakers
Meagan Fish is the Global Social Media Manager at iRobot, managing the company's community engagement strategy and
global social platform expansion. Prior to iRobot, Meagan worked agency-side for social media clients including Dove, Heinz
Ketchup and Bermuda Tourism. As a passionate digital marketer, she has spent the past decade working with brands to
embrace social media in order to grow and nurture fan communities, improve customer relations, and drive qualified sales.
@meaganfish
Jordan Slabaugh is the VP of Marketing at Wayin. Jordan has spent the past decade building global brands. In her role as
Vice President of Marketing at Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital
activation initiatives to further develop the Wayin brand and leadership in the marketing industry. With an extensive
leadership track record in corporate marketing, brand communications and creative activation strategy, Jordan has spent
her career building industry-leading marketing programs and consulting with the world’s largest brands on social and
digital media. @jordanv
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum!
Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum!
Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour
social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day
activities. @AndrewLAshton

5. PAGE 5
92% of consumers trust other consumers
in making purchasing decisions

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Social must be an integrated part
of your marketing mix.
…and not measured in
different ways

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Traffic. Subscribers.
Conversions. Revenue.
Not “likes” and
“engagement”
What should you measure?

8. PAGE 8
tie fan storytelling
to sales

9. PAGE 9
social trends turn into
revenue

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Connect social content
to commerce

11. #SMTLive
iRobot Road to Social ROI
Grow
Qualified Fan
Base
Content
Testing &
Refining
Engage
Believers to
Convert
Skeptics
Optimize
Advertising
with CRM
Data
Conversion
Tracking &
Measurement

12. #SMTLive
Content Testing & Refining
MAKE CONTENT ACTIONABLE: determine what issue(s) social content can help solve
for your business
• For iRobot and a developing industry  product believability
• Content key for organic + paid: show product working

13. #SMTLive
Amplify Believers to Convert Skeptics
INFLUENCERS:
Social reach, demographic synergy,
branded content must be authentic
CUSTOMERS:
Hyper-fans, establish ongoing UGC strategy,
fan-only programs/sneak peaks

14. #SMTLive
Connect CRM & Social
CRM DATA + SOCIAL DATA =
• Reduced social fan acquisition costs by 40%
• Drove a significant increase to product
registrations
• Enabled segmented advertising for product
launches to encourage upgrade messaging
to pre-existing owners
By merging social data into CRM we’ll be able to
create more contextual and proactive customer
engagements

15. #SMTLive
Navigating Social ROI
• Work back from overall goals to determine
your ROI equation:
– Sales (social conversions)
– Brand awareness (e.g. social post
impressions, traffic driven to .com)
– Engagement (e.g. organic/paid
engagement rates, positive sentiment,
social customer service volume and reply
time)
• It’s a blended balance: social, CRM,
website/eComm, analytics all need to be in
sync to solve for social ROI

16. #SMTLive
HOW WE CALCULATE ROI
$
Daily / Window Promotions
Units
Sales Lift
Clicks
Brand Awareness
Metrics
Social Activations
Related Units Sold
Reach
Traffic +/-
$
Programmatic Campaigns
Traffic +/-
Native Pixel Analytics
Clicks
Community Management / Website Analytics / Social Intelligence

17. #SMTLive
SOCIAL ADVERTISING
Daily / Window Promotions Programmatic Campaigns
Major national sales liftMajor regional sales lift
Major increase in frequency

18. #SMTLive
SOCIAL ACTIVATIONS ROI
Minimal Investment
Scrappy team
Smart Influencers
=
15 million + impressions
40,000 + followers
68% brand sentiment
Massive website
traffic increase

19. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

20. #SMTLive
Our Speakers
Meagan Fish is the Global Social Media Manager at iRobot, managing the company's community engagement strategy and
global social platform expansion. Prior to iRobot, Meagan worked agency-side for social media clients including Dove, Heinz
Ketchup and Bermuda Tourism. As a passionate digital marketer, she has spent the past decade working with brands to
embrace social media in order to grow and nurture fan communities, improve customer relations, and drive qualified sales.
@meaganfish
Jordan Slabaugh is the VP of Marketing at Wayin. Jordan has spent the past decade building global brands. In her role as
Vice President of Marketing at Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital
activation initiatives to further develop the Wayin brand and leadership in the marketing industry. With an extensive
leadership track record in corporate marketing, brand communications and creative activation strategy, Jordan has spent
her career building industry-leading marketing programs and consulting with the world’s largest brands on social and
digital media. @jordanv
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum!
Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum!
Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour
social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day
activities. @AndrewLAshton

21. #SMTLive
Thank You to Our Sponsor
@Wayin

22. #SMTLive
Upcoming Webinar
November 12th
Big Data at The Speed of Business – How
Customer Service Satisfaction & Costs
Are Driving the Telecom Business