building a social presence for roi
DESCRIPTION
Presented by Steven Groves and Teddi Davis at the 2011 RetailNow Conference at the Dolphin in Walt Disney World / Orlando Florida. #RetailNOW is presented by the Retail Solutions Providers Association (RSPA).TRANSCRIPT
Building a Social Presence for ROITeddi Davis / VP Marketing
Steven Groves / Online and Social Strategist
is Your Center for Industry Education
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Agenda
• Social Marketing ROI Basics• Strategic Elements of
Marketing in Social Media• Practical Next Steps
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• 900M active Facebook users, – 5B cans of Coke-a-Cola every day (~20%)
• 78% of all Americans use a social network and – Nearly 25% of all online time is spent on social networks
• B2B, B2C, Friends and family– Your customers are there. – They are talking about you
• 73% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2011
Is social relevant?This Social Media thing is
just a fad – no need to really pay attention
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• #1 is – How do I measure the effect SMM
has on my business?• What is the ROI of marketing? • Why SMM held out?
• #2 is– How do I integrate & manage all my
SMM activity?
Top Questions for Online Marketers?
*2011 Social Marketing Industry Study / Social Media Examiner
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Changing Audience
• Transactional– Based on transaction
• Relationship– Based on lifetime
• Conversational– Based on engagement– Not bound to geography or time
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Fail Fast, Fail Often
• Learn your market– Listen • Several levels
• Develop, produce, deploy – Monitor stats
• Evaluate, improve, re-deploy– Monitor again
• Engagement, content and context – The good, the bad and the ugly
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Building ROI into Marketing
• Social or Traditional Marketing– ‘I’ in ROI = Investment – Less than 1% of all
marketing is measured
• Planning to show results– The Purchase Funnel
• What can you expect?• What kind of return are
you looking for?
Awareness
Consideration
Purchase Intent
Purchase
Loyalty
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What’s Measureable
• KPIs– Friends, followers, posts, – Engagement– Traffic to the main site
• Path of engagement• Last Touch Attribution (LTA)
is just one measure
• Focus over time– Awareness to inquiry– Inquiry to interest– Interest to purchase– Purchase to advocacy
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• Paid media– Buy an ad
• Search Engine Marketing (SEM) • Social Network Marketing (SNM)
– Send to O&O
• Earned media– Earn commentary & engagement
• Social Network, blog, micro-blog• Enhance search engine positioning
– Send to O&O
• Owned & Operated (O&O) media– Conversion– Optimizing the relationship
3 Media Networks
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Common Elements
• Content Basics– Eyes, ears constrained– Text, pictures / images, audio / video
• Tactics / Tools– Blog– Micro-blog– Social network
• Supporting Sites– Video streaming– Audio / podcast– Pictures / image hosting
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Call to Actions
• Traditional and Online– Call– Ink on dead trees
• Snail mail = postcard, newsletter
• Digital– Follow– Join– Like– Recommend
• Drive to O&O
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• Plan to track results– ROI = $ or education leading to $$
• Architect Social Presence – Paid, Earned and O&O media– O&O is the destination site
• ‘Call-to-Action’ abundance
• Listen– Conversation Hierarchy
• Industry, Category, Product & Brand• Company, key personnel• Competitors
• Content – Presented in context
Your Takeaways
Questions?
Thank You!
Teddi Davis @TeddiD
Steven Groves
@StevenGroves
+1 303-586-1130www.ProfitStreams.com
Facebook: Facebook.com/ProfitStreamsTwitter: @TheProfitStream #CLM