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What is the ROI on  social media marketing? Mark Rogers CEO Market Sentinel April 2009
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction
Some Customers
What is “social search” and  why does it matter?
Search is brand ,[object Object],[object Object],[object Object]
 
Social search is not just del.icio.us … it’s Google! ,[object Object],[object Object],[object Object]
Top ten results “top broadband speed” Google UK
How does a brand identify and  join relevant conversations?
Monitor sentiment: because advocacy works …
What does it look like?
Identify influencers: they can teach you about your brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are the characteristics of influencers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It always goes to the product ,[object Object],[object Object],[object Object],[object Object]
Results: Stakeholder Map Hot HatchBack
Strategy: action first, then comms
How does this apply to a campaign? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evidence of ROI: Avis
Flood the network Case study H&R Block: online tax returns
How it was done ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How it was done ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Just listen and act Case study – Cadbury: Wispa
[object Object],[object Object],[object Object],[object Object],Cadbury: Wispa
[object Object],Start a conversation Case study: Cadbury Dairy Milk
[object Object],But beware …
Recap: what are you looking for from social media marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact ,[object Object],[object Object]

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