Optify presentation buzz to bucks
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Page TM From Buzz to Bucks: Measuring Social Media ROI
Transcript of Optify presentation buzz to bucks
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TM
From Buzz to Bucks:Measuring Social Media ROI
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» Overview
» Challenges
» Opportunities
» Framework Introduction and Discussion
» Wrap Up
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Measuring Social Media ROI
From Buzz to Bucks: Measuring Social Media ROI
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Scott FasserDirector of Customer ExperienceOptify
Todd LeboDirector of Marketing and Business DevelopmentMarketingSherpa
TJ McCueFounderQ4 Sales, Sales Rescue Team
#Buzz2Bucks [email protected] WebEx Chat
Measuring Social Media ROI
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Challenges to SMM Effectiveness
28%
29%
42%
45%
52%
55%
56%
67%
23%
31%
35%
47%
46%
57%
53%
68%
28%
29%
37%
48%
48%
47%
56%
64%
Management resistance to sharing information online
Finding experienced and proficient social media marketers
Getting the budget and resources social media deserves
Measuring and proving the ROI of social media programs
Lack of an effective social media marketing strategy
Converting followers, fans, etc. into paying customers
Finding the time to perform social media programs
Getting target audiences to engage and participate
Businesses (B2B) Consumers (B2C) Both (B2B & B2C)
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
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Sources of Generating Leads
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No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing
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The Social Marketing ROAD Map
Research
Objectives
Actions
Devices
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Monitoring the Impact of Social Marketing
What are you monitoring and measuring to quantify social media impact?
Most monitor easily quantifiable metrics
50% track qualitative metrics like “sentiment”
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What to Monitor During Research (Competitive analysis)
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Monitoring Tools and Solutions
What type of tools or solutions is your organization using to monitor social media?
“Free tools” now loaded with features but…
Enterprise level initiative may require comprehensive or custom solutions
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Targeting and Measuring Objectives
Does your organization target social media marketing objectives and measure progress?
Web site is the hub of the marketing strategy –so traffic most targeted and measured objective
Missed opportunity is targeting cost reductions
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Measuring Social Media ROI
From Buzz to Bucks: Measuring Social Media ROI
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Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
From Buzz to Bucks: Measuring Social Media ROI
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Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
EXAMPLE(dating)
TRACK & MEASURE
REPORTRESULTS
From Buzz to Bucks: Measuring Social Media ROI
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Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
tweets aboutyour brand, sentiment
# offollowers, fans, conversations
# ofdirect/indirectleads from SM
# ofrevisits
close deals withSM contribution
From Buzz to Bucks: Measuring Social Media ROI
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tweets aboutyour brand, sentiment
Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
EXAMPLE(dating)
# offollowers, fans, conversations
# ofdirect/indirectleads from SM
# ofrevisits
close deals withSM contribution
research bars & parties with your
“audience”
# ofdiscussions
# ofphone numbers
# ofdates
thewedding
From Buzz to Bucks: Measuring Social Media ROI
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tweets aboutyour brand, sentiment
Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
EXAMPLE(dating)
TRACK & MEASURE
# offollowers, fans, conversations
# ofdirect/indirectleads from SM
# ofrevisits
close deals withSM contribution
research bars & parties with your
“audience”
# ofdiscussions
# ofphone numbers
# ofdates
thewedding
GA, radiant 6,sentiment
Twitter, FB,LinkedIn
Optify, GA,Omniture
offsite work,onsite tracking
attribution(lead details)
From Buzz to Bucks: Measuring Social Media ROI
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tweets aboutyour brand, sentiment
Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
EXAMPLE(dating)
TRACK & MEASURE
# offollowers, fans, conversations
# ofdirect/indirectleads from SM
# ofrevisits
close deals withSM contribution
research bars & parties with your
“audience”
# ofdiscussions
# ofphone numbers
# ofdates
thewedding
GA, radiant 6,sentiment
Twitter, FB,LinkedIn
Optify, GA,Omniture
offsite work,onsite tracking
attribution(lead details)
REPORTRESULTS
manually,using Excel Tips: owner, time frame, system/process, review, action
From Buzz to Bucks: Measuring Social Media ROI
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Measuring Social Media ROI
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MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLEMETRICS
EXAMPLE(dating)
TRACK & MEASURE
REPORTRESULTS
# offollowers, fans, conversations
# ofdirect/indirectleads from SM
# ofrevisits
close deals withSM contribution
research bars & parties with your
“audience”
# ofdiscussions
# ofphone numbers
# ofdates
thewedding
GA, radiant 6,sentiment
Twitter, FB,LinkedIn
Optify, GA,Omniture
offsite work,onsite tracking
attribution(lead details)
manually,using Excel Tips: owner, time frame, system/process, review, action
From Buzz to Bucks: Measuring Social Media ROI
tweets aboutyour brand, sentiment
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Measuring Social Media ROI
» Thank you for attending!
» Selected Q&A
» Stay tuned! Special offer and resources information next
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Get Your Step-by-Step ROAD Map to Plan and Execute a Successful Social Marketing Strategy.
Social Marketing ROAD Map Handbook includes:• 27 real-world examples of what works• 11 case studies from leading companies• 20 charts and tables• 3 special reports• 9 checklists and worksheets• Social media policy template• Special Section: Search and Social• Special Section: Email and Social
Special Webinar Offer – SAVE $50SocialMarketingHandbookSave50.marketingsherpa.com
From Buzz to Bucks: Measuring Social Media ROI
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B2Bsummitsave700.marketingsherpa.com
From Buzz to Bucks: Measuring Social Media ROI
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Measuring Social Media ROI
» Answers to all the questions, Resources from webinar, including recording will be posted by Thursday morning on http://www.optify.net/webinar/buzz-to-bucks-framework-for-measuring-social-media-roi
» Learn more about Optify, and follow us to get updates on upcoming webinars and our social media webinar series
» Sign-up for a free 30-day trial
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MarketingSherpa Case Study: Integrating Website, Search and Social Media Tactics
Caturano and Company
One of New England’s largest accounting and IT consulting firms
Marketing objective to increase client base during recessionary economy
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Situation Analysis
Traditional outbound marketing methods more expensive / less effective
Growing number of prospective clients are using the web, search and social media to find and assess firms
Challenge to transition from traditional marketing to integrated inbound marketing strategy
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Campaign Tactic –Website MarketingWebsite redesigned as the content hub and conversion point
Recruited partners as subject matter experts and thought-leaders to create relevant content
Added lead conversion capabilities by requiring registration for content
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Campaign Tactic –Search MarketingOptimized website for keywords in copy, titles, metatags and other SEO elements.
Created a partner program to build links
Posted thought-leader articles on blogs creating search engine desirable content, links and listings
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Campaign Tactic –Social MarketingJoined and actively participated in LinkedIn discussion groups on topics of client interest
Facebook brand page to build community of “fans” (clients and prospects)
LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points
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Results
68% increase in unique website visitors
First page SERPs for 25 targeted keywords
10-15 new leads converted per month
Significant % website traffic from social sites
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