An executive summary of social media marketing ROI factors including a 15 step plan. Delivered by Bernie Borges, CEO of Find and Convert.

1. Social Media’s Impact on ROI August 22, 2011

2. Social Media is Still a Frontier

3. 3 Stages of the Social Media ROI Cycle http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106

4. Stage 1: Launch 50% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106

5. Stage 2: Management 40% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106

6. Stage 3: Optimization 10% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106

7. Adopting Social Media Strategies Measuring ROI Fully Developed Strategy Have a Social Media Policy Social Media Championed by Highest Leadership At Least One Full-Time Employee Dedicated To Social-Media Strategy Heidi Cohen | April 18, 2011 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi

8. The Investment-Return Relationship $$$ $$$ Measure ROI here Stefanos Karagos Mar 2011, Explain http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi

9. There Are Many Qualitative Benefits Loyalty Trust Passion Interaction Brand Awareness But…how do they impact the bottom line???

10. Don’t think of Social Media as a Tactic Jay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing

11. Think of Social Media as an Integrated Ingredient Channels Search Social Media Jay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing

12. relationships

13. Must Be Organizationally in DNA

14. Integrate Social Media into Your Cultural DNA

15. A Little History… 2000 to 2010 15 1990 to 1999

16. Social Media Today Publish Publish Share MMO Social Apps / Games Discuss Social Media Virtual Worlds Social Net-works Live Cast Micro-blog Like Stream

17. Traditional vs Internet Outbound Marketing Inbound Marketing 17

18. Buyers Have Many Filters 18

19. Because… 76% of people think advertisers LIE

20. Most Trusted Advertising Recommendations from “friends” Other people’s opinions online Company websites Editorial content Brand Sponsorships

21. New Marketing Paradigm…a Mindset Shift 21 Relationship / Engagement Content Strategy

22. Content Strategy 22

23. What is Content Marketing?http://en.wikipedia.org/wiki/Content_marketing Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1] 23

24. What is Content Marketing? 24

25. What is Content Marketing? 25

26. It is Your Foundation

27. What Is Content Sharing? Wrong kind of lettuce…

28. It Is How Your Content Reach Spreads Across the Web

29. Life Cycle of a Content / Social Media Event http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/

30. And Why an Organized Social Media Strategy is Important…http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/ Unfortunately, as much as 50% of Twitter traffic is still not measureable  and is in direct Over 19% of traffic from social media

31. Facebook twitter Tumblr blog Flickr YouTube LinkedIn FourSquare

32. Focus on the audience

33. Your Content’s Purpose…

34. Understand Your Target Audience Focus your content on “them”

36. Indentify their Wants and Needs

38. 15 Step Plan

39. 39 1. Identify the “personas” of your target audience.

40. 2. Identify the sources of content in your organization. 40

41. 3. Develop content that speaks to the pain points of each of your target personas. 41

42. 4. Develop content for each stage of your customer’s lifecycle. 42

43. 43 5. Create an editorial calendar of your content plan.

44. 44 6. Assign content production responsibilities to as many people as possible. Editorial Customer Service Marketing Sales

45. 7. Marketing department is traffic coordinator, not producer of all content. 45

46. 8. Develop a diversified portfolio of content across different media and formats. 46

47. 9. Leverage social media as communication and engagement channels for your content. 47

48. 10. Define many success metrics and measure them to gauge impact of your content strategy. 48

49. 11. C Level support is a must for resource allocation & alignment on success metrics. 49

50. 12. Produce content that has a measurable impact on sales to gain sales support. 50

51. 13. Focus on educational content, not on sales-centric content. 51

52. 14. Be willing to experiment with content. 52

53. 15. Study content marketing in and outside your industry for new ideas. 53

54. Skills Needed? SME Listening Writing Story-telling Authentic Responsive Analytical 54

55. Define Relevant Success Metrics Quantitative Sales New leads New qualified subscribers Reach Qualitative Sentiment Loyalty Authority Interaction Feedback

56. Reaching Your Audience

57. Content Platforms Search

58. Kinaxis 58

59. Kinaxis 59

60. Kinaxis 60

61. Kinaxis 61

62. Kinaxis 62

63. Kinaxis 63

64. Indium Corp. 64

65. Be A Magnet 65

66. More conversation… Bernie Borges bernie@findandconvert.com 727-234-0952 ext. 1001 Websites: http://www.findandconvert.com http://www.bernieborges.com Blogs: http://www.findandconvert.com/blog http://www.bernieborges.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Marketing 2.0 http://www.amazon.com/exec/obidos/ASIN/1604942886