Social Media ROI - PDF

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					About the speakers who are NOT Jason Weaver




  Erica Conway, C2 Graphics Productivity Solutions

  Steve Glynn, Spreenkler

  Jessie Garfoot, Sway




                                              2009 Sway, Inc | Do Not Duplicate
Social Media ROI
Presented by jason weaver, ceo
About the speakers who are NOT Jason Weaver




  Erica Conway, C2 Graphics Productivity Solutions

  Steve Glynn, Spreenkler

  Jessie Garfoot, Sway




                                              2009 Sway, Inc | Do Not Duplicate
Who are you?




               ?

                   2009 Sway, Inc | Do Not Duplicate
     About Sway

Sway helps its clients leverage social media through targeted research, expert consulting,
and its proprietary social media marketing tool, Shoutlet.




                                                                        2009 Sway, Inc | Do Not Duplicate
Ashley - 19 years old




                        Ashley’s Social Activities
                        • Prefers text messaging over voice calls
                        • LOVES Facebook and uses apps
                        • Wants an iPhone, but can’t afford one




                                                      2009 Sway, Inc | Do Not Duplicate
Jason - 37 years old




                       Jason’s Social Activities
                       • Loves Podcasts since he travels
                       • Is on Facebook, but not deeply
                       • Still prefers email over mobile text messages




                                                      2009 Sway, Inc | Do Not Duplicate
Linda - 55 years old




                       Linda’s Social Activities
                       • Just got on Facebook, but not sure about it
                       • Likes photo sharing sites
                       • Subscribes to RSS news feeds, but has no
                       idea that it’s called “RSS”




                                                      2009 Sway, Inc | Do Not Duplicate
Oliver - 4 years old




                       Oliver’s Social Activities
                       • Knows how to use an iPhone
                       • Plays video games online
                       • Doesn’t understand life without TiVo




                                                    2009 Sway, Inc | Do Not Duplicate
Opportunity for Social Media




                  Source: 2009 Social Media Benchmark Guide, Marketing Sherpa



                                                                                2009 Sway, Inc | Do Not Duplicate
Evolution of Online




      Banner Ads
                                               Semantic Web
    Pay-per-click
                                               Platforms APIs
          SEO
                                                Applications
   Email Marketing
                       User Generated Media   Cloud Computing
  Affiliate Programs
                              Blogs
                             Podcasts
                           Mobile Phone
                               RSS
                           Online Video
                             Widgets




                                                    2009 Sway, Inc | Do Not Duplicate
Web 1.0: Search




                  2009 Sway, Inc | Do Not Duplicate
Web 2.0: Widgets




                   2009 Sway, Inc | Do Not Duplicate
Web 3.0: New Search Technology




                                 2009 Sway, Inc | Do Not Duplicate
Social Commerce




                  2009 Sway, Inc | Do Not Duplicate
Social Commerce




                  2009 Sway, Inc | Do Not Duplicate
Social Commerce




                  Copy goes here
                                   2009 Sway, Inc | Do Not Duplicate
   The Power of Social Media is External




                                     •Social media is the most powerful way to
                                     interact with people online.

                                     •Your audience is already online via external
                                     websites, social networks, and blogs.

                                     •Your audience can be reached through
                                     content that is relevant, engaging, and non-
                                     disruptive to their user experience.




Social Media does not provide web traffic nor is it a tool to help build your email list.




                                                                          2009 Sway, Inc | Do Not Duplicate
Four Ways of Reaching Your Audience




                                                 Blog Outreach


     Your Website




                                                         Open Directories




                                  Media Buying



                                                                 2009 Sway, Inc | Do Not Duplicate
Social Media vs Search




                         2009 Sway, Inc | Do Not Duplicate
     Who should be using social media




Company
Role                            Social
Component



Customer
Service                        Twi6er,
Forums,
Groups



Training/Educa>on                       User
Generated
Videos,
YouTube,
Ar>cles
in
RSS



Human
Resources                         Podcasts,
Emails,
Closed
Communi>es/Wikis



Product
Marke>ng/Research               Online
Polls,
Contests




                                                                            2009 Sway, Inc | Do Not Duplicate
Human Resources




                  2009 Sway, Inc | Do Not Duplicate
Customer Service




                   2009 Sway, Inc | Do Not Duplicate
Direct Sales




               2009 Sway, Inc | Do Not Duplicate
Direct Sales




               2009 Sway, Inc | Do Not Duplicate
Education




            2009 Sway, Inc | Do Not Duplicate
Product Marketing/Research




                poll widget   sign-up widget




                                    2009 Sway, Inc | Do Not Duplicate
Common Mistakes




                  2009 Sway, Inc | Do Not Duplicate
Phases of Social Media




                         2009 Sway, Inc | Do Not Duplicate
Tangible vs. Intangible Measurements




 Tangible:                             Intangible:
 •Direct sales conversions             •Increased brand awareness
 •Number of leads captured             •Positive brand influence
 •Engaging dialog with target          •Residual sales
 audience




                                                        2009 Sway, Inc | Do Not Duplicate
Measuring Awareness




                      Social Media monitoring tools can help you gain
                      a deep understanding on what is already being
                      said about your brand online.




                                                                2009 Sway, Inc | Do Not Duplicate
Free Monitoring Tools




                        2009 Sway, Inc | Do Not Duplicate
Best Practices in Measurement




                                2009 Sway, Inc | Do Not Duplicate
Budget Consideration




      Seldom is there zero cost in a social media campaign. Listed below are
      pieces to consider when creating your social media program:


           • Production costs (video, articles, images, etc)

           • Media buying

           • Hosting fees for serving content

           • Fees from distribution/tracking tools

           • Consulting/agency fees




                                                                      2009 Sway, Inc | Do Not Duplicate
Who should lead the effort?




           • PR, marketing or advertising department or firm

           • SEO or web firm

           • Specialized consultant

           • Full-time dedicated hire

           • YOU




                                                               2009 Sway, Inc | Do Not Duplicate
  Getting Started: Social Media Map™


A Social Media Map™ is a research-based plan for how to most
effectively target your customers in an online environment.

Swayʼs Social Media Map will identify:                         “We have been thrilled with
 • Where your clientʼs customers are spending time online      the quality of data mined
                                                               and the quantity of
today
                                                               discoveries made utilizing
 • How these customers behave online                           the Social Media Mapping
• What motivates them                                          process. We have found
                                                               the research data to be
• What influences them                                         highly accurate and
• How to most effectively target them online                   trustworthy, and have
                                                               already begun the process
• What your competitors are doing with social media            of applying many of the
                                                               insights we uncovered in
Tools used include:                                            our map.”
• Online surveys with the target audience
                                                               Jeb Reid, AmLabs
• Discussion board immersions
• Social media expert opinions and interviews
• Internet trade resources and syndicated research




                                                                       2009 Sway, Inc | Do Not Duplicate
Social Media Policy




                      2009 Sway, Inc | Do Not Duplicate
Resources for Social Media




                             2009 Sway, Inc | Do Not Duplicate
 Client Case Study




Client: International Trucks

Industry: Truck Manufacturer

Objective: Boost brand awareness among truck drivers
online. Encourage meaningful engagements between the
brand and the audience.

Strategies:

Winter Driving Tips RSS: Audience showed high interest in
driving tips specific to inclement weather.

Truck Maintenance Tips: Easy ways for drivers to fix or update
their own truck.

Lifestyle Video: Video podcast containing exercise tips, easy
on-the-road recipes, etc.




                                                                 2009 Sway, Inc | Do Not Duplicate
Millions of Connections via Social Media




                                           2009 Sway, Inc | Do Not Duplicate   42
Shoutlet Social Communication Platform




                                         Distribute your podcasts effortlessly
                                         with Shoutlet. Upload audio or video
                                         files into your podcast feed, and use
                                         Shoutlet’s media player widget to
                                         publish them online.



                                           Shoutlet has entirely changed the way
                                           we work with social media. While saving
                                           both money and time, we now have far
                                           better distributing and control of our
                                           web 2.0 content than ever before!

                                           Fredrik Kjellberg
                                           Online Marketing Manager
                                           Peak Performance




                                                                      2009 Sway, Inc | Do Not Duplicate
  tracking and reporting



e-mail                RSS                  podcast               video                 widgets
impressions           impressions          views                 impressions           impressions
• sent                • by feed            • by geographic       • by geographic       • by geographic
• opened              • by source            location              location              location
• unopened            • by geographic      • by date and time    • by date and time    • by date and time
• undeliverable         location
• unsubscribes        • by date and time   influencers           influencers           influencers
• by date and time                         • impressions by      • impressions by      • impressions by
                      engagements            embedded location     embedded location     embedded location
engagements           • by feed            • e-mail forwards     • e-mail forwards     • e-mail forwards
• links clicked       • by geographic      • social bookmarks    • social bookmarks    • social bookmarks
• forwards              location                                                       • RSS links clicked
• bookmarks           • by date and time                                                 (if not mirrored feed)
• by date and time
• clicks by contact
• social bookmarks
• new subscribers




                                                                                         2009 Sway, Inc | Do Not Duplicate
What Social Media Can Do For Companies




Advanced media placement - Buying media placement strategically will create greater impressions
and promote “viral pass-long” in ways that traditional online buys cannot.




Sustainable engagement - One key benefit of social media is when online influencers continue to
be engaged with your brand after the campaign or media spend has ended.



Non-paid branding opportunities - Since social media provides a level of “viral” engagement via
widgets, web 2.0 email, and RSS readers, it’s possible that companies could receive additional
non-paid impressions that will further their brand.



Feedback loop - Most campaigns involve engaging content that allow companies to continuously
adjust their messaging strategy until they find what works best for communicating with their target
audience.




                                                                                   2009 Sway, Inc | Do Not Duplicate
Free Social Bookmarking Tool




                               2009 Sway, Inc | Do Not Duplicate
Contact Information




                                 Jason Weaver, CEO
                                 Sway, Inc.
                                 +1 (608) 833-0088
                                 jason@swayonline.com
                                 Twitter: @mixdown04
                                 Linkedin: http://www.linkedin.com/in/swayonline




     For a Shoutlet demo, please register at http://www.shoutlet.com




                                                                       2009 Sway, Inc | Do Not Duplicate