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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

ROI From SOCIAL MEDIA MARKETING

STRATEGY AND EXECUTION

slide2

Consumers and Businesses

Use SM To Communicate

Marketers Must Use SM (Wisely)

To Communicate With Both

slide3

CONSUMER PARTICIPATION IN SOCIAL MEDIA

http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

slide4

IS NOW ABOUT 700 MILLION

Insidefacebook.com

slide5

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/

slide6

BUSINESS PARTICIPATION IN SOCIAL MEDIA

http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

slide7

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

slide9

THE MAN IN THE TOWEL

http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

slide10

A SUCCESS BY ALL MEASURES?

  • Late July 2010
  • 40 m views response videos
  • Brand views on web – 110 m
cisco launches router in social media
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/

metrics
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!

slide13

DEVELOPING

SOCIAL MEDIA STRATEGY

slide14

Originally suggested by Jeremiah Owyang

http://www.web-strategist.com/blog/

slide17

NON-PROFITS USING SM TO RAISE $/€

http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter

Over $500k ??

slide19

HAVE INTERNAL GUIDELINES

http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

slide20

CONTINUOUS ENGAGEMENT!

http://conversations.nokia.com/

http://blog.ovi.com/

slide21

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/

slide23

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

slide24

Originally suggested by Jeremiah Owyang

http://www.web-strategist.com/blog/

slide25

8 STAGES OF LISTENING STRATEGY

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

what questions should marketers ask
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?

slide28

SOMETHINGS WE KNOW

http://www.powerreviews.com/newsletter-q310-pehr.php

slide29

Plateaued

Increased

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

slide31

DELL LEARNED TO LISTEN, COMMUNICATE

http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx

http://www.ideastorm.com/

slide32

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

slide36

TRENDING

SoLoMo

SOCIAL LOCAL MOBILE

slide38

GROUPON OFFERS LOCALIZED PROMOS

115 Million Subscribers, 8/5/2011

http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million

not smooth sailing
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

slide42
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

slide44

EXECUTING IS AN

ORGANIZATIONAL ISSUE

EVEN MORE THAN A MARKETING ONE

TECHNOLOGY MINOR IN COMPARISON

slide45

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

slide46

KEY ISSUES

METRICS

ROI

ORGANIZATION

POLICY GUIDELINES

slide48

THE IDEAL – INTEGRATED METRICS

Google Analytics

WebTrends

HubSpot

how to organize forrester
HOW TO ORGANIZE - FORRESTER

Forrester Research Report

“Organizing for Interactive Marketing”

August 2010

how to organize altimeter
HOW TO ORGANIZE - ALTIMETER

http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/

slide54

MANY VARIATIONS

Other Examples

http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly

some examples
SOME EXAMPLES

Corporate Policy – IBM

http://www.ibm.com/blogs/zz/en/guidelines.html

Comment Moderation Policy –HuffPost

http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation

Branded Community

http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9

Cause-Oriented Community

http://push.pickensplan.com/notes/Community_Guidelines

many other issues trends examples
MANY OTHER ISSUES, TRENDS, EXAMPLES

Comment

Communicate

Collaborate