1. Social Media Measurement – maximising ROI from digital marketing 17th February 2011

2. The brief 4.45pm - New ideas and solutions to your own measurement and ROI challenges - New techniques- Scoring social media leads- Different metrics - Planning future resources and budgeting 2

3. About CleverTouch Rules-based Workflow Intelligent Marketing Technology Marketing Know-how

4. About CleverTouch Our Topic Cloud Rules-based Workflow Intelligent Marketing Technology Marketing Know-how

5. Different things to different people ‘Social Media are Media for Social Interaction, using highly accessible and scalable communication techniques……a group of internet based applications…………creation and exchange of user generated content.’ 5

6. Top reasons to invest in Social Media Customer Support 6

7. Top reasons to invest in Social Media Customer Support (HR) & Recruitment 7 95% of Companies using

8. Top reasons to invest in Social Media Customer Support (HR) & Recruitment PR & Crisis Management 8

9. Top reasons to invest in Social Media Customer Support (HR) & Recruitment PR & Crisis Management MR, Seeding, Beta Testing 9

10. Top reasons to invest in Social Media Customer Support (HR) & Recruitment PR & Crisis Management MR, Seeding, Beta Testing Lead Gen & Sales 10 c.$5bn p.a.

12. Male/Female

13. Uni/Post grad

14. 52% daily use

15. Bigger reach than BW/Economist/WSJ38 Male & White 120 friends 5-10% interaction Dunbar’s Law 11

16. So what does Social Media mean to B2B marketers? Greater reach……possibly vital..…recognised at CXX levels.

17. So what does Social Media mean to B2B marketers? 13 More chaos

18. The Marketers dilemma……….. 14

19. 80% Companies still at Marketing 1.0 Web search & social media has fundamentally changed the Selling/Buying & Customer Service dynamic, Marketers often slow to appreciate full impact.

20. Marketing is all about balance………..………………………………….if you just read 2 books in 2011. 16

21. So what is the perfect Social Media platform? 17

22. 18 Our approach to a predictable pipeline & methodology

23. 19 Our approach to a predictable pipeline- where Social Media reaches

24. So what is the perfect Social Media platform? 20 …………Marketing Automation

25. 21 Marketing 2.0 - brochureware to marketing hub PRE- CAMPAIGN ANALYSIS PRE- CAMPAIGN ANALYSIS POST- CAMPAIGN ANALYSIS

27. A daily communication is generated which updates all platforms simultaneously.

29. Website activity generated from prospect tweet is monitored and tracked page by page.

31. 25 To be really effective, Social Media needs to be innovative and imaginative……..perhaps a little risky too!!

32. 26 ……….slightly less risky Recognised by the Forrester 2010 Groundswell awards 35,000 views & downloads, 12,000 visitors to blogs

33. ………very safe and still get results! #CTtip 1-100 27

34. Recommendations & Conclusions for Social Media Marketing Integrate and streamline channels- ideally one marketing platform Proactive should equal reactive – positive to outweigh negative. Follow and be followed, 1:10 rule. Create champions Facebook, Linked in, Twitter- think approp. segment groups Ask for feedback and content Conduct audit of content and process and audience Use tools to regularly assess, react, engage & review Create co-engagement team for peaks and crisis's Create time to be creative, ‘stop working the list’.

35. THANKS!asharp@clever-touch.comCTMadam 29

36. Social Media Measurement – maximising ROI from digital marketing 17th February 2011