The document discusses monetizing social marketing through paying attention to social conversations and interactions. It covers identifying high potential customers through social scoring and prospecting, collecting social profiles automatically, and targeting customers and influencers with contextual offers. Metrics for calculating social marketing ROI are also mentioned.

1. MONETIZING SOCIAL MARKETING
Mike Lewis
Author of ‘Stand Out Social Marketing’
CMO @Peoplefluent
BoD @SocialText
Twitter: @bostonmike
mike@standoutsocialmarketing.com
© 2013 Stand Out Social Marketing

2. Connect Questions via Twitter:
ABOUT ME… #StandOut @bostonmike
• CMO @ Peoplefluent; BoD @SocialText
• Boston native, father of 2, Entrepreneur
and 'marketing guy'
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike

3. Connect Questions via Twitter:
BUY THE BOOK #StandOut @bostonmike
http://tinyurl.com/StandOutMarketing

4. Connect Questions via Twitter:
THIS IS AN INTERACTIVE SESSION #StandOut @bostonmike
(1) Ask Questions
(2) Tweet me
(3) Visit the blog
(standoutsocialmarketing.c
om)
and search for highlighted
words in this box:
© 2012 Awareness CONFIDENTIAL

5. Connect Questions via Twitter:
STANDOUTSOCIALMARKETING.COM #StandOut @bostonmike
• Case Studies
• Infographics
• Strategies
• Strategists
• Much More!

6. Connect Questions via Twitter:
TODAY'S SESSION #StandOut @bostonmike
• Driving ROI with Social Scoring
> Targeting Campaigns to Segments & Networks
> Identifying and Targeting influencers
> Leveraging Customers and Advocates
• Calculating Social Marketing ROI
> Social ROMI vs Social ROMO
> 9 Keys metrics and ROI Impact
BOTTOM LINE:
Understand how to Monetize Social
Marketing
© 2012 Awareness CONFIDENTIAL

7. Connect Questions via Twitter:
#StandOut @bostonmike
A personal story...

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#StandOut @bostonmike
ooops...
wrong day!

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#StandOut @bostonmike

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#StandOut @bostonmike

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#StandOut @bostonmike

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#StandOut @bostonmike

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#StandOut @bostonmike

19. Connect Questions via Twitter:
#StandOut @bostonmike

20. Connect Questions via Twitter:
#StandOut @bostonmike
THE NEXT
DAY...

21. Connect Questions via Twitter:
#StandOut @bostonmike

22. Connect Questions via Twitter:
#StandOut @bostonmike
How’d they
know that?

23. Connect Questions via Twitter:
#StandOut @bostonmike
It was this guy!!!

24. Connect Questions via Twitter:
WHAT I THOUGHT... #StandOut @bostonmike
Just spoke with mike. Wants to
head home to see his son.
Booked him on earlier flight.

25. Connect Questions via Twitter:
#StandOut @bostonmike
Wow!!!
Social Marketing
Automation!!!

26. Connect Questions via Twitter:
#StandOut @bostonmike
WHAT ACTUALLY
HAPPENED...

27. Connect Questions via Twitter:
#StandOut @bostonmike
Not as exciting, but a great story none the less

28. Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT #StandOut @bostonmike
Paying Interaction Content
Attention
Presence Management Measurement

29. Connect Questions via Twitter:
#StandOut @bostonmike
Paying Attention
The Heart of your social
strategy
Involves Paying Attention to
behaviors and individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Social Prospecting
•Social Scoring

30. Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING… #StandOut @bostonmike

31. Connect Questions via Twitter:
Traditionally… #StandOut @bostonmike
• Broadcast messages
through multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases

32. Connect Questions via Twitter:
Through Social We Would: @bill Need new shoes
#StandOut @bostonmike
for the office party.
What to buy?
• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
 Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
 Identify Contextual
Influencers HUGE ski trip with the guys
 Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
 Contextual groups (or
create one) UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk

33. Connect Questions via Twitter:
SOCIAL BREADCRUMBS #StandOut @bostonmike
Social platforms offer deep
audience insights – the social
“breadcrumbs” people leave
online as they take actions and
post content provide ripe insight
for audience segmentation and
targeting

34. Connect Questions via Twitter:
#StandOut @bostonmike
social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate

35. Connect Questions via Twitter:
HOW DO YOU DO IT? #StandOut @bostonmike
© 2012 Awareness CONFIDENTIAL

36. Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #StandOut @bostonmike
Social Prospecting
Automated Social Profile Collectio
Social Scoring

37. Connect Questions via Twitter:
SOCIAL PROSPECTING #StandOut @bostonmike
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows

38. Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmike
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!

39. Connect Questions via Twitter:
SOCIAL PROSPECTING #StandOut @bostonmike
Identify
prospects and
customers
across the social
web
Example
The 2012 Super Bowl Host
Committee identified and
assisted fans in the
Indianapolis area for the
big game. A team of 50
managed all interactions
resulting in $3.2M in value
to NFL.

40. Connect Questions via Twitter:
SOCIAL PROFILE COLLECTION #StandOut @bostonmike
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts and actions
Facebook
on Social Networks like:
contests, Downloads, et
Social Profile

41. SOCIAL PROFILE = PAINTING A PICTURE OF YOUR Connect Questions via Twitter:
PROSPECT #StandOut @bostonmike
• Are they talking about topics we
care about?
> Location, time, who they are talking
to, who are they talking about, what is
their influence?
• Are they engaging with our
content? Social Profile
> Do they know about us, sentiment,
frequency, date, time, what content
did they react to
• Did they participate in our
Contest and Apps
> Did we get permission to see more
profile data?
> Did they share their participation with
their friends

42. Connect Questions via Twitter:
CAPTURE PROFILE DETAILS #StandOut @bostonmike
Gain an intimate
view of the
individuals that
make up your Traditional: 7 fields
collected vs. Social: 100+ fields collected
audience Social Profile
Studied at Harvard (2006) and Virginia (1999)
Amplified Reach: 23,402,725
Influence Themes: Venture Capital, Investing, Entrepreneurship
Other: Fans of 80’s comedies, Political satire television
Example Politics Democrat
Married, Mom
The American Cancer Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger,
Society collects detailed Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth
'Tina' Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston
profile information on all Ballet, Independent Film Festival Boston, Currensee.com, Spring
interactions across the Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe,
Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent
social web. To date they Film Festivals, Boston World Partnerships, Style.ly
Tweets: Dec 14: #MIT100K accelerator kickoff...they're describing a
have collected over 1M+ design charette, 'hackathon' type design help for teams. Great idea.
and use data to identify Facebook Posts and Comments: Dec 4: Cassius. 10 years old
yesterday/today, depending on when you count. Took a nice romp
donors and volunteers. around the southend this morning. Still got it.

43. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike

44. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting

45. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting
Engage

46. Connect Questions via Twitter:
THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Social Prospecting
Engage Campaigns

47. Connect Questions via Twitter:
SOCIAL SCORING #StandOut @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.

48. TRANSFORMING THE SOCIAL WEB INTO YOUR Connect Questions via Twitter:
MARKETING DATABASE #StandOut @bostonmike
PUBLISH Hub Difference
Publishing & Engagement:
MONITOR ENGAGE Industry leading content publishing &
Publish to Multiple engagement to social channels with
Social Destinations deep user permissioning & workflow
Prospect for conversations Engage with Prospects functionality
Social Prospecting:
Monitor the social web for prospects and
immediately capture profile data
ACQUIRE PROFILES ABOVE THE FUNNEL
Social Scoring:
Easily create and apply your own
weighting algorithm to the profile
database instantaneously ranking
prospects based on your criteria
Social Books:
Analyze and optimize social programs
and easily distribute reports and
dashbaords
Social Offers:
SCORE AND Serve up personalized, specific offers
based on social scores
TARGET with
OFFERS Integration:
Close the social marketing loop with
seamless integration with leading
CRM, Marketing Automation, BI and
web analytics tools
CONVERT
© 2012 Awareness CONFIDENTIAL

49. Connect Questions via Twitter:
DEFINE A PATH TO PURCHASE #StandOut @bostonmike
TRACKING BEFORE DIRECT ENGAGEMENT

50. Connect Questions via Twitter:
BUILD A BEHAVIORAL SCORE MODEL #StandOut @bostonmike

51. Connect Questions via Twitter:
SOCIAL SCORING IN ACTION #StandOut @bostonmike
+10 points
Visited page
+10 points
“Any recommendations
for product?”
+5 points
Prospective Joined Facebook
buyer page
+5 points
“looking to buy
something…”

52. Connect Questions via Twitter:
HYPER-TARGETED MARKETING CAMPAIGNS #StandOut @bostonmike

53. Connect Questions via Twitter:
SCORING SUMMARY #StandOut @bostonmike
• People may fall into multiple lists and categories
> This may result in multiple scores. For example:
Name Email Influence Score (Category 1) Buyer Score Influence Score (Category 1)
Sal Giliberto Sal.giliberto@ 46 19 53
Dave Carter DC@ 83 10 61
Steve Tremblay Steve@ 22 53 7
Brian Zanghi brian@ 38 25 83
Melissa Leffler ML@ 14 73 22
© 2012 Awareness CONFIDENTIAL

54. Connect Questions via Twitter:
REAL LIFE EXAMPLES #StandOut @bostonmike
The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter
TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests

55. Connect Questions via Twitter:
FOILED CUPCAKES #StandOut @bostonmike

56. Connect Questions via Twitter:
SCORING ACTIONS #StandOut @bostonmike
Present list of XXX
leads to sales team
by region
Identify top
influencers and
offer a badge
© 2012 Awareness CONFIDENTIAL

57. Connect Questions via Twitter:
BENEFITS OF SOCIAL SCORING #StandOut @bostonmike
• The social web is becomes your marketing database
> Identify buyers, prospects and leads
> Tier your prospect list and database based on your rules
> Target very specific groups and/or individuals for conversion
• Define influence on your terms!
> Define influence as it pertains to your company
• Understand the customers you have and uncover the
ones you don't
© 2012 Awareness CONFIDENTIAL

58. Connect Questions via Twitter:
#StandOut @bostonmike
SAMPLE
CAMPAIGNS

59. Connect Questions via Twitter:
EXAMPLE > #StandOut @bostonmike
• Jeep Example…
Monitor the social Capture Leads & Score Leads and Convert Social Leads
web for buying intent Social Profiles Target with Offers to Revenue
$
Monitor
conversations Score leads based on
Capture and tag the
occurring across the conversation, engage
profiles of individuals
social web that ment and profile and
engaging in the Tracked detailed
indicate a buying target with marketing
conversations conversion metrics at
intent. offers.
the content and
Pull all related profile level
Jeep looks for implicit Score based on
profiles, store and
& Explicit data; life demographic and
route to dealers
events profile data.
© 2012 Awareness CONFIDENTIAL

60. Connect Questions via Twitter:
INFLUENCER CAMPAIGN> FORD FIESTA #StandOut @bostonmike
• Ford gives 100 Social
Influencers Euro Version of the
Fiesta
• Asked to track Missions via
video and upload
• 6.5 Million views of Missions
result in 10,000+ Cars in first 6
days
© 2012 Awareness CONFIDENTIAL

61. Connect Questions via Twitter:
THE WIZARDING WORLD OF HARRY POTTER #StandOut @bostonmike
7 = 350M
© 2012 Awareness CONFIDENTIAL

62. Connect Questions via Twitter:
#StandOut @bostonmike
MEASURING ROI

63. Connect Questions via Twitter:
8 ROI RELATED METRICS #StandOut @bostonmike
Conversions
Easiest Implementation = Link Append
1. Create appended URL:
http://mycompany.com/?q=LeadSource&fn=Link
2. Mask with vanity or bit/ly
3. Send through appropriate channel
Reach &
• Reach = SUM(Fans, Followers, Subscribers)
Relevance
• Reach Velocity = Social Reach growth Month-Over-Month
Interactions
• Interaction =
SUM(shares, likes, retweets, @replies, comments, favs, etc)
• Interaction Velocity = Social Reach growth Month-Over-Month
See also – Author Int Rate, Content Int Rate, Theme Int Rate
Activity Ratio
• Activity Ratio = # of Interactions / Social Reach
• Active Audience Ratio = # Active Audience Members / Social
Reach
© 2012 Awareness CONFIDENTIAL

64. Connect Questions via Twitter:
8 ROI RELATED METRICS (CONT.) #StandOut @bostonmike
Content Effectiveness
•Comment-to-Content Ratio
•Comment-to-Profile Ratio
•Content-to-Share Ratio
Brand Sentiment
•Audience Sentiment
•Contributor Sentiment
•Content Sentiment
•Author Sentiment
Inbound Links
•Total Number
•Authority Domains
Influence
•Influencer Score
•Influential topics/areas
© 2012 Awareness CONFIDENTIAL

65. Connect Questions via Twitter:
TAKAWAY'S #StandOut @bostonmike
1. Pay Attention
2. Interact & Engage
3. Know your audience, intimately
4. Follow the big 3 of Monetizing Social
5. Optimize & Improve with Social ROMI & Social ROMO
© 2012 Awareness CONFIDENTIAL

66. Connect Questions via Twitter:
#StandOut @bostonmike
Mike Lewis
Author of „Stand Out Social Marketing‟
CMO @Peoplefluent
@bostonmike
mike@standoutsocialmarketing.com