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Social Media
          ROI
Fun, Measurement, and More Profit
      through Social Media!

 Presented by: Elizabeth Quintanilla
       Marketing Gunslinger
          @Equintanilla
Agenda
•   Marketing and Social Media Goals
•   Old and New Marketing
•   Brand Awareness and Klout
•   SEO and Social
•   Blog Tips
•   Social Media Tips
•   Website and Blog Social Analysis
•   Event Marketing Support
•   Sales and CRM
Key Points
• Key Points
  –   Due to Google changes, Social is IMPORTANT!
  –   Social Interactions are a key measure for Klout
  –   Social can drive more traffic than PPC.
  –   Social CRM is a reality today
Common Marketing Goals
1.   Implement foundational marketing improvements, including
     branding, messaging, website, content, and search to increase
     awareness and support future growth.

2.   Build AWARENESS of ACME Products and Professional Services,
     and EDUCATE our Customers and Stakeholders.

3.   Strengthen relationship with select partners to improve credibility,
     expand ACME sales force, and increase leads.

4.   Present ACME as an industry thought leader - a proven, credible
     provider of TNT Products and Professional Services.
Social Media ROI Presentation for BLASTT - Business Leaders Amplifying Sales Through Trust
Earned, Owned, & Paid.

Social works best when you use the
classic definition of marketing: that it’s
about relationships with customers
and the actual conversations.
Too often, social strategies
 start in the wrong place--with a
 focus on a Facebook fan page
or Pinterest board -@augieray
 1. Define the People
 2. Set the Objectives: What & how will you
    measure success?
 3. Devise the Strategies
 4. Determine the Tools, Technology & Tactics
Marketing Funnel
Awareness




 Lead Generation




  Marketing         Lead
 Automation        Nurturing




 Sales Funnel        Sales
Marketing Mission
 Establish ACME INC.’s Image as THE provider of
    TNT Products and Professional Services.

Market and Attract Qualified Potential Customers to
         Engage with ACME Sales Team.
Brand Promise

Brand is communicated in three ways:
• Visually
• Verbally
• Experientially




                Photo credit: Capitol Dome by Familymwr http://www.flickr.com/photos/familymwr/4930276050/
Social Media ROI Presentation for BLASTT - Business Leaders Amplifying Sales Through Trust
Brand Awareness and Klout
What Is Klout? Klout attempts to measure
your online clout--that is, your ability to
influence people on the Internet. Using data
aggregated from social networks, Klout
determines how good you are at persuading
other people to act. "Klout defines influence
as the ability to drive action, we analyze a
number of social media engagement
variables to measure influence, including
Twitter retweets and mentions, Facebook
comments and likes, LinkedIn comments and
likes, Foursquare tips and to-do's, and
Google+ comments and reshares."
Klout's website notes that a Klout score takes
three major factors into account: True Reach
(how many people you actually influence),
Amplification (how much you influence those
people), and Network (how influential your
network is).
     12
The New Marketing ….




             Don’t expect
             PRIVACY IN
           SOCIAL MEDIA!!!




               Source: John Jantsch
Penguin and Panda Google
                 Update: Impact on SEO




•   Algorithm changed keyword rankings for sites
•   On-site SEO has changed devaluing Anchor tags
•   Sources of Backlinks matter
•   Social Signals (mentions, +1, Likes, and Shares) count
    14      http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/
All About ….

 Researching Keywords
 Selecting the Domain
 On-site Optimization
 Off-Site Optimization
  Linkbuilding

 Social Media
Content Marketing
SEO and Social




    Source: Marketing Sherpa Webinar
Reference




17
Social Media ROI Presentation for BLASTT - Business Leaders Amplifying Sales Through Trust
Blog Elements




19
        Source: Anue Systems and Hubspot
Tip: Title aka your Headline.
• Blog Title –Headline is “sticky” yet “POSITIVE”!
  – Actionable, Clear and Direct, and Contains at least
    1 Keyword
     • People search the web by using keywords
  – Create a Sense of Urgency or How To (or How Not
    To!)
  – Newsworthy .. Or Cautiously Use Controversial
    Sensational titles
     • Make sure you use solid points to back up your opinions
  – BRIEF (8-9 words – do not exceed ~60 characters)!
     • Twitter only allows for 140 character messages.
Title aka your Headline.




21
Tip: Use Images Frequently
Images are Important! Tell 1000+ Words at once
  – Break up text into digestible chunks
  – Convey post’s message with a helpful image




  22
Tip: LinkedIn – Overlooked
               yet Powerful
Tip: What to post ..
Tip: Connect with Objectives

                                                         •   E - ENTERTAINING
                                                         •   I - INFORMATIONAL
                                                         •   E - EDUCATIONAL
                                                         •   I - INSPIRATIONAL
                                                         •   O – OBJECTIVE:
                                                             What was the point
                                                             of doing all the
                                                             work?



ource: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/
Content Tip: Bring Offline to Online

Touch Point:
interface of a product,
a service or a brand
with customers, non-
customers,
employees and other
stakeholders – before,
during and after a
transaction
respectively a
purchase.
Don’t overlook the
obvious!
This and That ..
She’ll be coming around the..
This and That ..
Tip: Schedule Posts
# 1: Never the product always
                 the passion!!

             •   Reframe conversation
             •   Not about the product
             •   Is about the customer
             •   What role does
                 product play in
                 customer lives?
Website & Blog Social Analysis
• March through June: Website Traffic Due to
  Social Percentage: 3.19% Note all PPC
  campaign activity is less than 1%
                                                          Avg. Visit         Pages /
                     Social Network
                                      Visits    Pageviews Duration           Visit
                     LinkedIn            1,057      2,721            0:02:19 2.57
                     Twitter                198       807            0:05:15 4.08
                     StumbleUpon             92       102            0:00:44 1.11
                     Facebook                37        90            0:02:10 2.43
                     HootSuite               20        42            0:02:54      2.1
                     paper.li                20        21            0:00:00 1.05
                     Blogger                  8         8            0:00:00        1
                     tinyURL                  8         8            0:00:00        1
                     Google+                  6        11            0:00:28 1.83
                     Jigsaw                   6        20            0:05:57 3.33
                     Instapaper               3         4            0:00:36 1.33
                     Yahoo! Answers           2         2            0:00:00        1
                     OnSugar                  1         1            0:00:00        1
                     TypePad                  1         1            0:00:00        1
                     WordPress                1         5            0:04:04        5
                                         1,460      3,843            0:02:33 2.63
Twitter Deep Dive
• Nearly All Event has a Real-
  Time Social Back-Channel
   – The Channel doesn’t
     stop at Exhibition Hours
     & most active during
     keynotes and sessions

   – Sales appreciates the
     foot traffic to booth         TOTAL
                                 TWEETS: 363            103           109           151
                                               NORMAL         REPLY         CONFERENCE
                                 PERCENTAGE
                                  OF TOTAL:       28.37%          30.03%         41.60%
   – Events bring a targeted
     list to filter for new
     influencers
Sales and CRM
• Marketing Automation supports Social Integration
• Social CRM is supported in Salesforce & Nimble




   34
Takeaway Tips

1. Calculate Costs
2. Align the social media initiatives with
   business goals
3. Don’t dismiss “soft metrics”
4. Allow for organic discusion to emerge
5. Have fun!
Questions?




      Elizabeth Quintanilla
      Marketing Gunslinger
             @Equintanilla

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Social Media ROI Presentation for BLASTT - Business Leaders Amplifying Sales Through Trust

  • 1. Social Media ROI Fun, Measurement, and More Profit through Social Media! Presented by: Elizabeth Quintanilla Marketing Gunslinger @Equintanilla
  • 2. Agenda • Marketing and Social Media Goals • Old and New Marketing • Brand Awareness and Klout • SEO and Social • Blog Tips • Social Media Tips • Website and Blog Social Analysis • Event Marketing Support • Sales and CRM
  • 3. Key Points • Key Points – Due to Google changes, Social is IMPORTANT! – Social Interactions are a key measure for Klout – Social can drive more traffic than PPC. – Social CRM is a reality today
  • 4. Common Marketing Goals 1. Implement foundational marketing improvements, including branding, messaging, website, content, and search to increase awareness and support future growth. 2. Build AWARENESS of ACME Products and Professional Services, and EDUCATE our Customers and Stakeholders. 3. Strengthen relationship with select partners to improve credibility, expand ACME sales force, and increase leads. 4. Present ACME as an industry thought leader - a proven, credible provider of TNT Products and Professional Services.
  • 6. Earned, Owned, & Paid. Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations.
  • 7. Too often, social strategies start in the wrong place--with a focus on a Facebook fan page or Pinterest board -@augieray 1. Define the People 2. Set the Objectives: What & how will you measure success? 3. Devise the Strategies 4. Determine the Tools, Technology & Tactics
  • 8. Marketing Funnel Awareness Lead Generation Marketing Lead Automation Nurturing Sales Funnel Sales
  • 9. Marketing Mission Establish ACME INC.’s Image as THE provider of TNT Products and Professional Services. Market and Attract Qualified Potential Customers to Engage with ACME Sales Team.
  • 10. Brand Promise Brand is communicated in three ways: • Visually • Verbally • Experientially Photo credit: Capitol Dome by Familymwr http://www.flickr.com/photos/familymwr/4930276050/
  • 12. Brand Awareness and Klout What Is Klout? Klout attempts to measure your online clout--that is, your ability to influence people on the Internet. Using data aggregated from social networks, Klout determines how good you are at persuading other people to act. "Klout defines influence as the ability to drive action, we analyze a number of social media engagement variables to measure influence, including Twitter retweets and mentions, Facebook comments and likes, LinkedIn comments and likes, Foursquare tips and to-do's, and Google+ comments and reshares." Klout's website notes that a Klout score takes three major factors into account: True Reach (how many people you actually influence), Amplification (how much you influence those people), and Network (how influential your network is). 12
  • 13. The New Marketing …. Don’t expect PRIVACY IN SOCIAL MEDIA!!! Source: John Jantsch
  • 14. Penguin and Panda Google Update: Impact on SEO • Algorithm changed keyword rankings for sites • On-site SEO has changed devaluing Anchor tags • Sources of Backlinks matter • Social Signals (mentions, +1, Likes, and Shares) count 14 http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/
  • 15. All About ….  Researching Keywords  Selecting the Domain  On-site Optimization  Off-Site Optimization Linkbuilding  Social Media Content Marketing
  • 16. SEO and Social Source: Marketing Sherpa Webinar
  • 19. Blog Elements 19 Source: Anue Systems and Hubspot
  • 20. Tip: Title aka your Headline. • Blog Title –Headline is “sticky” yet “POSITIVE”! – Actionable, Clear and Direct, and Contains at least 1 Keyword • People search the web by using keywords – Create a Sense of Urgency or How To (or How Not To!) – Newsworthy .. Or Cautiously Use Controversial Sensational titles • Make sure you use solid points to back up your opinions – BRIEF (8-9 words – do not exceed ~60 characters)! • Twitter only allows for 140 character messages.
  • 21. Title aka your Headline. 21
  • 22. Tip: Use Images Frequently Images are Important! Tell 1000+ Words at once – Break up text into digestible chunks – Convey post’s message with a helpful image 22
  • 23. Tip: LinkedIn – Overlooked yet Powerful
  • 24. Tip: What to post ..
  • 25. Tip: Connect with Objectives • E - ENTERTAINING • I - INFORMATIONAL • E - EDUCATIONAL • I - INSPIRATIONAL • O – OBJECTIVE: What was the point of doing all the work? ource: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/
  • 26. Content Tip: Bring Offline to Online Touch Point: interface of a product, a service or a brand with customers, non- customers, employees and other stakeholders – before, during and after a transaction respectively a purchase. Don’t overlook the obvious!
  • 28. She’ll be coming around the..
  • 31. # 1: Never the product always the passion!! • Reframe conversation • Not about the product • Is about the customer • What role does product play in customer lives?
  • 32. Website & Blog Social Analysis • March through June: Website Traffic Due to Social Percentage: 3.19% Note all PPC campaign activity is less than 1% Avg. Visit Pages / Social Network Visits Pageviews Duration Visit LinkedIn 1,057 2,721 0:02:19 2.57 Twitter 198 807 0:05:15 4.08 StumbleUpon 92 102 0:00:44 1.11 Facebook 37 90 0:02:10 2.43 HootSuite 20 42 0:02:54 2.1 paper.li 20 21 0:00:00 1.05 Blogger 8 8 0:00:00 1 tinyURL 8 8 0:00:00 1 Google+ 6 11 0:00:28 1.83 Jigsaw 6 20 0:05:57 3.33 Instapaper 3 4 0:00:36 1.33 Yahoo! Answers 2 2 0:00:00 1 OnSugar 1 1 0:00:00 1 TypePad 1 1 0:00:00 1 WordPress 1 5 0:04:04 5 1,460 3,843 0:02:33 2.63
  • 33. Twitter Deep Dive • Nearly All Event has a Real- Time Social Back-Channel – The Channel doesn’t stop at Exhibition Hours & most active during keynotes and sessions – Sales appreciates the foot traffic to booth TOTAL TWEETS: 363 103 109 151 NORMAL REPLY CONFERENCE PERCENTAGE OF TOTAL: 28.37% 30.03% 41.60% – Events bring a targeted list to filter for new influencers
  • 34. Sales and CRM • Marketing Automation supports Social Integration • Social CRM is supported in Salesforce & Nimble 34
  • 35. Takeaway Tips 1. Calculate Costs 2. Align the social media initiatives with business goals 3. Don’t dismiss “soft metrics” 4. Allow for organic discusion to emerge 5. Have fun!
  • 36. Questions? Elizabeth Quintanilla Marketing Gunslinger @Equintanilla

Notes de l'éditeur

  1. If the brand promise is not fulfilled, then any marketing effort to promote the brand will fail. Your promise must match the experience.   How do you do this? By discovering your brand promise or value proposition (for products).