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The ROI of Social Media Social Media Club - Great Lakes Bay Region  Presentation 07/26/10
MSL Digital: Social Media Before it Was Called Social Media Boutique agency started in 1998, merged with MS&L in 2000, tapped for digital leadership Among the first in corporate blogging with GM FastLane Outreach since 2004, among the first if not the first to make placements with bloggers. Digital hub of MS&L network that allowed us to pitch on behalf of clients from all over; NYC, ATL, Chicago, San Fran, L.A., Toronto Multiloguer database grew out of our experience Rise of community management: GM, Reynolds, Weight Watchers, Delta Faucet, others Outreach + community management = complete program
Why social media? Why PR? Conversation is happening about your brand. Join? Importance of search: consumers seek peer reviews of products and services as well as company web sites and traditional media reviews (restaurant – yelp, movies – rotten tomatoes) Three outputs of social media: impressions, SEO, WOM; inbound marketing Mobile web access makes social media available in your pocket; rise of location-based marketing Rise of the semantic web So why PR? The discipline of participation vs. the discipline of disruption.
Communications Goals and Business Goals Communications Goals Raise awareness of brand Keep brand personality consistent Drive preference for brand Evangelize the advocates Participate in relevant media and events, respond Drive share of voice and sentiment Business Goals Sell stuff! Increase market share Improve customer relations Maximize sales channels R&D and new products Stay ahead of sales trends Reach new markets
Case Study: Dell Twitter feed raises awareness of sales with engaged audience Millions of Twitter followers at multiple channels in varying regions, almost daily deals $1 million in sales achieved from Twitter alone according to Dell
Case Study: Blendtec Hilarious video around simple premise: Will it blend? Increased views and blog pick up - viral Five-fold increase in sales
Case Study: Philips Bodygroom New product segment, “manscaping” Great web site extended into social media through blogs and video Complete advertising and PR package: online, social, radio 500% more sales than anticipated
Case Study: Insignia MP3 Players Private Label entry into crowded segment dominated by iPod Placements at tech blogs Blogs directly sell out inventory
Some Less Obvious Examples Starbucks and its 7 million Facebook fans Hallmark Blogger Event Burger King Sacrifice Facebook Application Sun Microsystems Blog IBM family of blogs Zappos Twitter feed Comcast Twitter feed Ford Fiesta Movement Communications’ success, business success, or both? How to qualify and quantify?
Some Conclusions Set the expectation with your client about which set of goals you’re meeting, communications or business  Work to identify your audience and prioritize the social media that’s most relevant to them (plumbers vs. consumers, fly fishers and their message boards) Scale your efforts; some desired social media results can be achieved for less Expect greater measurement, analysis and accountability from social media industry Further erosion between PR, advertising and marketing
Contact Charlie Kondek Director of Social Media Outreach [email_address] Desk: 734-214-1550 x 101 Mobile: 734-576-6754 Twitter.com/charliekkendo Facebook.com/charliekkendo BlogWorks.org Mslmultiloguer.com/explained

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Social Media ROI

  • 1. The ROI of Social Media Social Media Club - Great Lakes Bay Region Presentation 07/26/10
  • 2. MSL Digital: Social Media Before it Was Called Social Media Boutique agency started in 1998, merged with MS&L in 2000, tapped for digital leadership Among the first in corporate blogging with GM FastLane Outreach since 2004, among the first if not the first to make placements with bloggers. Digital hub of MS&L network that allowed us to pitch on behalf of clients from all over; NYC, ATL, Chicago, San Fran, L.A., Toronto Multiloguer database grew out of our experience Rise of community management: GM, Reynolds, Weight Watchers, Delta Faucet, others Outreach + community management = complete program
  • 3. Why social media? Why PR? Conversation is happening about your brand. Join? Importance of search: consumers seek peer reviews of products and services as well as company web sites and traditional media reviews (restaurant – yelp, movies – rotten tomatoes) Three outputs of social media: impressions, SEO, WOM; inbound marketing Mobile web access makes social media available in your pocket; rise of location-based marketing Rise of the semantic web So why PR? The discipline of participation vs. the discipline of disruption.
  • 4. Communications Goals and Business Goals Communications Goals Raise awareness of brand Keep brand personality consistent Drive preference for brand Evangelize the advocates Participate in relevant media and events, respond Drive share of voice and sentiment Business Goals Sell stuff! Increase market share Improve customer relations Maximize sales channels R&D and new products Stay ahead of sales trends Reach new markets
  • 5. Case Study: Dell Twitter feed raises awareness of sales with engaged audience Millions of Twitter followers at multiple channels in varying regions, almost daily deals $1 million in sales achieved from Twitter alone according to Dell
  • 6. Case Study: Blendtec Hilarious video around simple premise: Will it blend? Increased views and blog pick up - viral Five-fold increase in sales
  • 7. Case Study: Philips Bodygroom New product segment, “manscaping” Great web site extended into social media through blogs and video Complete advertising and PR package: online, social, radio 500% more sales than anticipated
  • 8. Case Study: Insignia MP3 Players Private Label entry into crowded segment dominated by iPod Placements at tech blogs Blogs directly sell out inventory
  • 9. Some Less Obvious Examples Starbucks and its 7 million Facebook fans Hallmark Blogger Event Burger King Sacrifice Facebook Application Sun Microsystems Blog IBM family of blogs Zappos Twitter feed Comcast Twitter feed Ford Fiesta Movement Communications’ success, business success, or both? How to qualify and quantify?
  • 10. Some Conclusions Set the expectation with your client about which set of goals you’re meeting, communications or business Work to identify your audience and prioritize the social media that’s most relevant to them (plumbers vs. consumers, fly fishers and their message boards) Scale your efforts; some desired social media results can be achieved for less Expect greater measurement, analysis and accountability from social media industry Further erosion between PR, advertising and marketing
  • 11. Contact Charlie Kondek Director of Social Media Outreach [email_address] Desk: 734-214-1550 x 101 Mobile: 734-576-6754 Twitter.com/charliekkendo Facebook.com/charliekkendo BlogWorks.org Mslmultiloguer.com/explained