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1. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

2. Define what is your Business Goal
You can have one major goal or multiple goals depending on
your business issues.
MARKETING
• Increase traffic to your site
• Improve brand positioning (have more
people talk about the brand)
• Reach a new customer segment
• Set a new marketing message (new
positioning, new marketing campaign)
• Set a communication media with
customers

3. Define what is your Business Goal
PRODUCT
• Gather customer feedback about
products
• Set up user testing
• Build a customer service
• Launch customer surveys
• Do market research and
competition analysis

4. Define what is your Business Goal
SALES
• Increase customer satisfaction
• Increase number of recurring
sales
• Increase lead generation
• Open a new sales channel
• Reach a new customer segment

5. Define what is your Business Goal
CORPORATE
• Hire talents
• Increase employee retention
• Improve internal knowledge
sharing
• Increase internal communication

6. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

7. Know who your customers are
Segment precisely your customers as this is the beginning of
successful ROI with Social Media. Because you will know your
customer, you will be able to set up the most appropriate campaign and
target the most relevant media.

8. Know who your customers are
• Socio-demographics data
• Usages (psychological data)
• Communication channels
• Expectations in term of sales and
messages
• How do they perceive ads
• What are their social graphs (how
do they link to each other)
• Purchasing decision cycle
• Who do they partner with

9. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

10. Define the right campaign
• Define the messages
• Define the tone
• Define the formats (video, ads…)
• Define the degree of virality
(some formats will be more
appropriate than others for a pure
viral campaing)
• Pick the partners you want to
work with
• Define your budget
• Define your timeline

11. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

12. Select the right media for you
Not all the Social Media will be successful for you ! And one of the
last thing you want to is be like everybody…

13. Select the right media for you - Examples
You want to launch a new fashion
product targeting 20-35 years old
women. Your business goal is to
position the marketing message and
trigger the first sales…which social
media could you select ?
• Blogs
• YouTube
• Viral campaign on Facebook with a social
game
• Twitter contests for the product on your
current corporate account…

14. Select the right media for you - Examples
You offer a BtoB product targeting big
corporations and you want to increase
customer satisfaction and generate
more sales with your installed base…
which social media could you select ?
• Webinars
• Forums for tips
• Online advisory boards
• Virtual fairs where customers can meet
and talk to each others
• Slideshare to present new products…

15. Select the right media for you - Examples
You acquired a new company
and you want to spread the
message that you now have new
offers in your porfolio… which
social media could you select ?
• Blogs
• Twitter
• Slideshare
• Wikipedia…

16. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

17. Allocate the right resources
Social Media require resources to create the content and keep your
communities active.

18. Allocate the right resources
• Think thoroughly to build a team to deal
with social media
• Social Media does not happen by magic,
it requires people who know what they are
talking about and not only social media
users
• Identify internally who are already the
best people to talk about your company
and set up a pod gathering these people
• Work with partners who can leverage
your brand and others who can create
valuable content

19. © COPYRIGHT PUTTIN’ OUT, LLC. 2011

20. Measure the results
Yes ROI exists for Social Media ! Depending on your business goal
you can assess if you reached your target. Different measures will be
used.

21. Measure the results
TRAFFIC
• Number of views
• Number of unique visitors
• Number of returning visitors
• Drop rate
• Location of the users
• Time spent on the site…

22. Measure the results
BRANDING
• Number of external links
• Number of conversations
about the brand
• Quality of the conversations
• Number of active users in the
community…

23. Measure the results
CUSTOMER
SATISFACTION
• Recurring sales
• Number of customers willing
to talk in your favor in
conferences for example
• Number of user feedbacks for
new products generation and
product testing
• New revenues generated on a
new segment…

24. Measure the results
INTERNAL PROCESSES
• Number of qualified candidates
you reached
• Employees turnover
• Employees satisfaction (do a
survey to know about it)
• Increase in productivity
(timelines met, conflicts
decreased…)…

25. More information?
Contact
Christi@PuTTinOuT.com
770.654.1552