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ROI From SOCIAL MEDIA MARKETING

ROI From SOCIAL MEDIA MARKETING. STRATEGY AND EXECUTION. Consumers and Businesses Use SM To Communicate. Marketers Must Use SM (Wisely) To Communicate With Both. CONSUMER PARTICIPATION IN SOCIAL MEDIA. http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png.

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ROI From SOCIAL MEDIA MARKETING

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  1. ROI From SOCIAL MEDIA MARKETING STRATEGY AND EXECUTION

  2. Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both

  3. CONSUMER PARTICIPATION IN SOCIAL MEDIA http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

  4. IS NOW ABOUT 700 MILLION Insidefacebook.com

  5. GLOBAL PATTERNS OF BEHAVIOR http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

  6. BUSINESS PARTICIPATION IN SOCIAL MEDIA http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

  7. SMASH HIT OF THE SEASON METRICS Debuted on Facebook Fans from 1.6m to 3.1m over a weekend http://www.youtube.com/watch?v=idLG6jh23yE 757,678 views “official version” http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

  8. THE MAN IN THE TOWEL http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

  9. A SUCCESS BY ALL MEASURES? • Late July 2010 • 40 m views response videos • Brand views on web – 110 m

  10. CISCO LAUNCHES ROUTER IN SOCIAL MEDIA • Launch Event in Second Life • Video Conferencing for Execs, Customers • “Defend the Network Game” • Facebook, Mobile, Blogs • Social Media Widget http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

  11. METRICS http://www.socialmediaexaminer.com/cisco-social-media-product-launch/ 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000!

  12. DEVELOPING SOCIAL MEDIA STRATEGY

  13. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

  14. MARKETERS USE SM FOR ACQUISITION JULY 15, 2010

  15. MARKETERS USE SM FOR RETENTION SEPTEMBER 20, 2010

  16. NON-PROFITS USING SM TO RAISE $/€ http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter Over $500k ??

  17. WHAT NOKIA SAYS

  18. HAVE INTERNAL GUIDELINES http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

  19. CONTINUOUS ENGAGEMENT! http://conversations.nokia.com/ http://blog.ovi.com/

  20. THE NEW MEDIA http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that  results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on.  Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media. http://www.toprankblog.com/2011/07/online-marketing-media-mix/

  21. EXECUTING SOCIAL MEDIA STRATEGIES

  22. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

  23. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

  24. 8 STAGES OF LISTENING STRATEGY http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

  25. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

  26. WHAT QUESTIONS SHOULD MARKETERS ASK? Charlene Li and Jeremiah Owyang reproduced in http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/ Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products?

  27. SOMETHINGS WE KNOW http://www.powerreviews.com/newsletter-q310-pehr.php

  28. Plateaued Increased http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

  29. FOOD SHOPPERS NEED INFO AT POP

  30. DELL LEARNED TO LISTEN, COMMUNICATE http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx http://www.ideastorm.com/

  31. BRANDED COMMUNITIES IMP. PLATFORMS http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

  32. LEGO IS GOOD AT ENGAGING

  33. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

  34. TRENDING SoLoMo SOCIAL LOCAL MOBILE

  35. GROUPON OFFERS LOCALIZED PROMOS 115 Million Subscribers, 8/5/2011 http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million

  36. SO DO TONS OF OTHERS!

  37. NOT SMOOTH SAILING http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8 http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903 Interesting Reading http://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/ http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html

  38. FACEBOOK OUT, GOOGLE IN

  39. BUT Tag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all. Making It Easier to Share With Who You Want by Chris Cox on Tuesday, August 23, 2011 at 2:00pm https://blog.facebook.com/blog.php?post=10150251867797131

  40. WHO, WHERE, HOW PEOPLE FIND/MOBILE

  41. EXECUTING IS AN ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON

  42. WHY ORGANIZATION, NOT TECHNOLOGY??? • ThereIs Organizational Resistance • Managers Fearful of Direct Public Interaction • Workers Have to • Learn New Skills • Work in (New, Different) Groups • ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE

  43. KEY ISSUES METRICS ROI ORGANIZATION POLICY GUIDELINES

  44. SOCIAL MEDIA STILL SEEKING ACCEPTANCE

  45. THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot

  46. RECOMMENDED

  47. ROI MORE THAN METRICS

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