It’s time to turn all the social media marketing talk into business results. In this presentation, you will see in-depth case studies from multiple brands that have successfully leveraged social referral programs to acquire new customers at a lower cost per acquisition (CPA) than any other channel.
Monetizing Social Media: Proven Strategies for Driving Revenue and New Customer Acquisition
1. Monetizing Social Media
November 18, 2009
,
Presenters:
Kara Trivunovic, Sr. Director of Strategic Services, StrongMail
Matt St
M tt Stewart, Marketing Associate, Zecco
t M k ti A i t Z
PROPRIETARY AND CONFIDENTIAL
2. Agenda #SoMe
• Introductions
• How Marketers are Monetizing Social Media
• Case Studies
• Mint.com
• Hyatt Concierge
• CSN Stores
• How Zecco Generated 14% Lift in New Account Acquisition
• Getting Started
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4. Online Marketing Solutions
for Email and Social Media
StrongMail enables marketers to
reach, engage and influence their
target audience.
• Reach audiences with a powerful,
cost-effective email marketing
platform
• Extend the reach of your existing
f
campaigns into social media
• Engage audiences by leveraging
creative services and cutting-edge
strategy
• Identify and Influence your strongest
brand advocates
5. A Few of Our Customers
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6. It’s No Secret… Marketers are Leveraging Social Media
#SoMe
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7. How Can You Monetize It?
#SoMe
•L
Leverage it natural strengths.
its t l t th
• Build awareness with key
influencers, peer influencers
and social influencers.
• Enable your customers to
spend their “social capital” for
you and promote your brand or
offer on your behalf.
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8. The POST Methodology
#SoMe
People
eople. Understand
U d t d your audience and what motivates th
di d h t ti t them.
Obj ti
bjectives. Identify what you are trying to accomplish and why.
Strategy. Define the best approach to meeting and exceed objectives.
Technology. Determine the tools you need to get the job done.
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11. Marketers are… Acquiring New Customers
#SoMe
Streamlined Interface drove higher invites per user.
12. Marketers are… Acquiring New Customers
#SoMe
One mailing drove a 44% lift in New Users versus prior week
Actual
Opened: 48%
Invited Friends: 10%
Average Invites: 5
New Users per Invite:
1: 2.6
Average CPA: $0.50
17. Monetizing Social Media
If you offer a free service, you may monetize your
business by driving site traffic and advertiser #SoMe
impressions – increased subscribers may have a
direct correlation to site traffic allowing you to attribute
a lifetime value to the acquisition of a new customer.
Driving
D i i customer service t
t i type conversations in 140
ti i
characters or less on Twitter may be successfully
measured by reducing call-center traffic which offer
residual savings rather than producing revenue.
g p g
Your primary objective may be to drive subscription or
enrollment but true success is measured by the actual
incremental revenue that’s driven from that referral base.
Not just revenue – but incremental purchase behavior.
18. #SoMe
How Zecco Generated 14% Lift in New Account Acquisition
Matt Stewart
Marketing Associate, Zecco
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19. About Zecco
#SoMe
Zecco.com is a financial portal of Zecco Holdings, Inc., which also provides access to Zecco Trading, Inc.'s trading
service. Zecco Holdings, inc. is not a securities broker/dealer. All securities and investments are offered to self-
directed investors by Zecco Trading, Inc. Member FINRA /SIPC. More information is located on the disclosures page:
http://www.zecco.com/trading/tradingpolicies.aspx
http://www zecco com/trading/tradingpolicies aspx
All material presented is for educational and informational purposes only and should not be construed as
advertisement or an offer for brokerage services. Content may not be presented in its entirety, out of
19 date or time-sensitive. | For more information about Zecco Trading, Inc., please visit www.zecco.com.
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20. Zecco Friends Program: First Generation
#SoMe
Existing referral program designed to drive new customer
acquisition.
• July 2007 to July 2009
Worked well
• Generated 6% of all accounts
• 11% of allocated accounts
Offer history
• $50 with no funding minimum
• $65 with 1¢ minimum
• $75 with $500 minimum
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21. Opportunity to make it better
#SoMe
Previous “Unsocialized” Program Social Opportunity
No social media Expand reach into social media
No ZeccoShare integration Leverage the community
Other Opportunities
No reward choice Improve reward capacity
No A/B testing Test offers, creative and copy
Confusing customer status page Reduce customer service calls
No internal reporting interface Streamline program management
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22. Website Integration www.zecco.com/zeccoshare
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24. Status Page
#SoMe
Old- Misleading
Old Mi l di
New- Clear
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25. Testing
#SoMe
40% of accounts
f t
39% of accounts
21% of accounts
* Test conducted with equal numbers of emails and ad impressions.
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28. The Results: Acquisition Boost
250
Referral Accounts, 2009 #SoMe
200
150
100
50
0
J F M A M J J A S
» 26% week-to-week growth for 1st 7 weeks after launch (184% overall)
» 14% boost in overall acquisition
» One new account for every 2.2 inviters
» Already cost-effective program became lowest CPA channel
cost effective
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29. The Results: Social Leverage
#SoMe
» 9% of visitors to ZeccoShare to become influencers
for the brand
» 85% referred friends via email
» 15% referred via websites and social networks
» While more people shared via email, posting to social
networks generated 2.5 times as many clicks.
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31. Let’s Recap…
#SoMe
DO: identify opportunities to leverage social channels to enhance
your marketing efforts
DON’T: create a reason to use social just to say you
leverage social marketing
l i l k i
DO: get relevant and personal
DON’T: over communicate or be pushy
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32. Let’s Recap…
#SoMe
DO: monetize social marketing through existing metrics and
goals,
goals like:
• Measuring lift in site traffic over a previous time period
• Creating additional advertiser impressions
g p
• Acquiring new customers
• Reducing call center traffic
• Driving incremental revenue for your business
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33. Get Started Today
#SoMe
1. Check out the Zecco case study and others to see how
StrongMail clients are successfully leveraging Social
Influence Marketing.
Marketing
http://strongmail.com/resources/our-customers/case-studies.php
2. Inventory your current programs to identify possible
opportunities for growth. Do you have an existing
referral program that could benefit from social media?
3. Give us a call! We’ll help you build a strategy and
approach for incorporating social marketing efforts in to
your programs – successfully!
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34. Questions?
• Visit www.strongmail.com
• Whitepapers
• Case studies
• Webinars
• Blogs
• Twitter: @strongmail
Kara Trivunovic
219.365.6445
ktrivunovic@strongmail.com
Matt Stewart
650.645.1266
matt.stewart@zecco.com
hello.zecco.com/matt