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Social Medias Impact on ROIAugust 22, 2011

Social Media is Still a Frontier 3 Stages of the Social Media ROI Cycle

http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106http://mashable.com/2011/03/03/social-media-roi-cycle/ 3Stage 1: Launch

50% of businesseshttp://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106Stage 2: Management

40% of businesseshttp://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106Stage 3: Optimization

10% of businesseshttp://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106Adopting Social Media StrategiesAt Least One Full-Time Employee Dedicated To Social-Media StrategyMeasuring ROIFully Developed StrategyHave a Social Media PolicySocial Media Championed by Highest Leadership

Heidi Cohen|April 18, 2011 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi http://www.clickz.com/clickz/column/2043696/forget-social-media-roi7The Investment-Return Relationship$$$$$$Measure ROI hereStefanos Karagos Mar 2011, Explain http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roiThere Are Many Qualitative BenefitsLoyaltyTrustPassionInteractionBrand AwarenessButhow do they impact the bottom line???Dont think of Social Media as a TacticJay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing Traditional marketing venue10Think of Social Media as an Integrated IngredientSocial MediaSearch ChannelsJay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing Traditional Marketing Venues11

relationshipsMust Be Organizationally in DNA

Integrate Social Media into Your Cultural DNAA Little History

2000 to 201015

1990 to 1999

Social MediaPublishLike StreamPublishShareSocial Net-worksDiscussMicro-blogMMOSocial Apps / GamesLive CastVirtual Worlds

Social Media Today

Traditional vs InternetOutbound MarketingInbound Marketing17

Buyers Have Many Filters18

Because76% of people think advertisers LIEMost Trusted AdvertisingRecommendations from friendsOther peoples opinions onlineCompany websitesEditorial content Brand SponsorshipsNew Marketing Paradigma Mindset Shift21

Relationship / EngagementContent StrategyContent Strategy22What 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

What is Content Marketing?24

What is Content Marketing?25

It is Your FoundationWhat Is Content Sharing?

Wrong kind of lettuceIt Is How Your Content Reach Spreads Across the WebLife Cycle of a Content / Social Media Event http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/

And Why an Organized Social Media Strategy is Importanthttp://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/

Over 19% of traffic from social mediaUnfortunately, as much as 50% of Twitter traffic is still not measureable and is in direct

blogFlickrtwitterFacebookYouTubeTumblrFourSquareLinkedIn31

Focus on the audienceYour Contents PurposeUnderstand Your Target Audience

Focus your content on themIndentify their Wants and Needs

15 Step Plan

39 1. Identify the personas of your target audience.

2. Identify the sources of content in your organization.

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

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4. Develop content for each stage of your customers lifecycle.42

435. Create an editorial calendar of your content plan.

446. Assign content production responsibilities to as many people as possible.

SalesMarketingCustomer ServiceEditorial

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

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

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

4710. Define many success metrics and measure them to gauge impact of your content strategy.48

11. C Level support is a must for resource allocation & alignment on success metrics.4912. Produce content that has a measurable impact on sales to gain sales support.50

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

14. Be willing to experiment with content.

52

15. Study content marketing in and outside your industry for new ideas. 53Skills Needed?SMEListeningWritingStory-tellingAuthenticResponsiveAnalytical

54Define Relevant Success MetricsQuantitative SalesNew leadsNew qualified subscribersReachQualitative SentimentLoyaltyAuthorityInteractionFeedbackReaching Your AudienceContent Platforms

Search

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Be A Magnet65

More conversationBernie Borgesbernie@findandconvert.com727-234-0952 ext. 1001Websites: http://www.findandconvert.comhttp://www.bernieborges.com Blogs: http://www.findandconvert.com/bloghttp://www.bernieborges.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborgesMarketing 2.0http://www.amazon.com/exec/obidos/ASIN/1604942886

http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880

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