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Leveraging Social Media




  Christopher S. Penn, Director of Strategy
           www.WhatCounts.com
Why WhatCounts?
Flexible Deployment Options

  Dedicated Account Model

Campaign Production Services

   Video Enhanced Email
Fair Warning
Tomorrow is
   here!
facebook   600,000,000+ January 2011   8.67%
Social Networking Sees Marked
Year-Over-Year Growth Age 35-54
% by Age Group Who Currently Have a Personal Profile Page on
Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site


                                  80%
                78%
                   76%         77%
                                                                 2008              2009           2010                2011
                                                 68%
                           64%                65%
            63%                                                  63%
         57%
                         54%
                                                              51%

                                          44%                                      45%


                                        34%                                    35%
                                                          32%                                 31%31%

                                                                             22%
                                                       17%
                                                                       14%                                       15%
                                                                                                              13%
                                                                                          10%
                                                                                         4%            3% 3%


            12-17          18-24          25-34          35-44               45-54        55-64            65+
                                                Base: Total Population 12+



                                                                                                        © 2011 Edison Research/Arbitron Inc.
Number Using Social Networking Sites “Several Times per
Day” Now Approximately 46 Million Americans
Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”




                                                                                           46 Million
                                                    39 Million


                  18 million



                        2009                                2010                              2011


                                                   Base: Total Population 12+

                                                                                                     © 2011 Edison Research/Arbitron Inc.
A Quick
Definition
Conceptual
Audience

Prospects

  Leads

Customers

Evangelists
Audience
              Marketing
Prospects

  Leads

Customers       Sales

Evangelists
Audience
               Marketing
Prospects

  Leads

Customers     Commitment

Evangelists
Audience

Prospects

  Leads       Social

Customers

Evangelists
Audience

Prospects

  Leads

Customers

Evangelists
Audience




Content
Audience



80



     Content
32,214
32,214   32,214                    32,214

                  32,214                    Audience



                              80



                                            Content
32,214
32,214   32,214                    32,214

                  32,214                    Audience



         107                  80



                                            Content
Metcalfe’s Law
Self-identified audience
Audience

Prospects

  Leads

Customers

Evangelists
Listen
Be human.
Provide value.
WIIFM
Cross Promote
Christopher S. Penn
VP, Strategy and Innovation
Blue Sky Factory

http://www.BlueSkyFactory
http://twitter.com/blueskyfactory
http://facebook.com/blueskyfactory

cpenn@blueskyfactory.com
http://twitter.com/cspenn

Did you know that email marketing has a $43.62 ROI
according to the Direct Marketing Association? Ask us how
you can get there.
blend online and offline
incentivize
Audience

Prospects

  Leads

Customers

Evangelists
Conversation

    Awareness

          Need
                 Lead
Give social folks a
place to call home
Every now and
  again, ASK
Have something
  shareable!
Audience

Prospects

  Leads

Customers

Evangelists
Social proofing for sales
Process > Tools
Audience

Prospects

  Leads

Customers

Evangelists
identify evangelists
identify evangelists
determine influence
determine influence
treat your evangelists well
what if you don’t have
  any influencers?
A brief word or two on
metrics and analytics
Track via actions you care about
R
Photo credit: AMAgill
                        I
Earned - Spent
               = ROI
    Spent
Time is money, friend!
Annual Income =Hourly
    2,080
Annual Income =Hourly
    2,080

Hours x Rate
   = Time
  Spend in
   Money
$50,000      = $24.04
   2,080



5 x $24.04 =
  $120.20
1000 - 620.20
              = 61.2%
   620.20
Worksheet 1

              Money Earned:     $_______
               Money Spent:     $_______

                Hourly Rate:    $_______
                Time Spent:      _______
        Time Spent in Money:    $_______

                 Total Spent:   $_______

     Total Earned-Total Spent    _______%
                  Total Spent
Worksheet 2 Example

       Method              PPC         Email      Twitter


    Money Earned         $1,000.00   $12,563.00   $750.00


    Money Spent          $500.00     $5,000.00     $0.00


     Hourly Rate          $24.04      $24.04      $24.04


     Time Spent             5            5          40


   Time as Money         $120.20      $120.20     $961.60


     Total Spent         $620.20     $5,120.20    $961.60


Earned - Spent / Spent    61.24%      145.36%     -22.00%
... and we haven’t talked about
     measuring anything yet!
The Summary of
 Social Media
Where are we going?
Tomorrow is here.
the insider secret!
http://amzn.to/kai9Fn
http://amzn.to/jpwGx1
http://amzn.to/kX1sEG
http://amzn.to/ke178w
The Social Habit II
The Edison Research/Arbitron Internet and Multimedia Study 2011

Tom Webster - Vice President, Strategy
Edison Research




                     http://ar.gy/QHy
Why WhatCounts?
Flexible Deployment Options

  Dedicated Account Model

Campaign Production Services

   Video Enhanced Email
Christopher Penn
cspenn@gmail.com
Twitter: @cspenn
LinkedIn: cspenn.com/l
Facebook: cspenn.com/f
Web: christopherspenn.com

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Leveraging Social Media as presented at NCHELP