The document summarizes key aspects of social media marketing. It discusses definitions of return on investment and risk of inactivity in social media. It provides statistics on major social media platforms like Facebook, Twitter, and YouTube. The document outlines how social media can be used for B2C, B2B, and P2P engagement. It discusses measuring social media return on investment using a balanced scorecard approach focusing on financial, customer, internal processes, and learning and growth metrics. Examples are given showing how investment in social media of half an hour per day could yield annual billings of $100,000 or $50,000 depending on execution.
1. NSTC Breakfast Program
December 1st
, 2010
The 2 definitions for your Social Media “ROI”…
Return On Investment
and your
Risk Of Inactivity.
www.NSTC.org
2. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content
3. Photo from James Cridland's photostream on Flickr - Creative Commons.
Flickr.com/photos/jamescridland
YOU
8. 8
= 500 million users – Personal, Global
50% daily | 25 Billion pieces of content shared
monthly (web links, news stories, blog posts, notes, photo
albums, “Messaging”, more.)
= 70 million members - Biz Brand/Updating
150 industries | 200 countries | New member
every second
= 55 million daily tweets – Live
pointers 300,000 sign up daily | 180
million unique monthly visitors
= 2 billion viewed daily – Easy Everything
24 hrs worth of video uploaded every minute
SOME NUMBERS
9. 9
SOCIAL MEDIA…
B2C
B2B
P2P
Your Prospects and Influencers
Are ALREADY Talking About You
Listen, Learn, Join, and
Encourage the conversations
Tell Your Real Story
Create Content They Want = “Inbound Marketing”
12. Your Trainers
Todd Van Hoosear
• Professional communicator and
technologist with 20 years in the
technology sector and 10 years of
corporate and agency PR and
marketing
• Founding Member, Board of
Directors, Social Media Club
• Fellow, Society for New
Communications Research
• www.ItsFreshGround.com
13.
14. David Cutler
The Magic is Between Sales and Marketing
• CreativeBusinessDevelopment.com
• Business Development across Media
with 20 years experience increasing
exposure and revenue for corporations
and the startups they fear … and need
• Internet Pioneer and Founder of the
still helpful Webopedia.com
• Fan and critic of all media at
www.EatMedia.com
17. The Social Organization
Fresh Ground, Inc.Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Shared under Creative Commons
Attribution-No Derivative Works 2.0 Generic
License
Share
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License
Listen
Flickr image uploaded by andronicusmax
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Change
Flickr image uploaded by adam*b
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18. The Four Cs
Fresh Ground, Inc.Fresh Ground, Inc.
Content Community Conversation Conversion
Old Newspaper
Flickr image uploaded by ShironenoEuro[busy]
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The Crowd Kiss
Flickr image uploaded by hipposrunsuperfast.com
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Conversation, NYC, 1970
Flickr image uploaded by eye2eye
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Pele Sorg
Flickr image uploaded by CJ Sorg
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19. Good News / Bad News
Risk of Inactivity Examples
Return on Investment Surprises
19
Measurement
Flickr image uploaded by whoswho
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License
http://www.instituteforpr.org/digest_entry/the_barcelona_declarati
on_of_research_principles/amecorg.com
20. ROI: Measuring Return on Investment
20
• Balanced Scorecard Approach
• Financial
• Customer
• Internal Processes
• Learning & Growth
• Forrester’s Approach
• Financial: Has revenue or profit increased or costs decreased?
• Digital: Has the company enhanced its owned and earned digital
assets?
• Brand: Have consumer attitudes about the brand improved?
• Risk Management: Is the organization better prepared to note
and respond to attacks or problems that affect reputation?
21. Investment of one person @ ½ hr day = ($15k/yr)
ROI = $100,000 annual billings
22. Investment of one person @ ½ hr day = ($15k/yr)
ROI = $50,000 annual billings
Follow us
@mfacpa
24. Thank You NSTC Community!
Next Steps:
Find this presentation and
Contact us for a Custom Session,
Evaluation, and Recommendations
at
www.EatMedia.com
Notes de l'éditeur
Name a big, successful brand or an industry, there are LOTS of firms using social media. The number that are doing it successfully are smaller, but they’re out there.
one way … out
They have the power and control now so invite them to come learn/see/engage.
My home page - thanks to Steve Garfield and some other folks with whom I spoke - is a collection of some of the content I create. Two audio podcasts, a video show, 20 blogs, some corporate writing, a bunch of advertising and marketing writing, a published book, and a novel that’s sitting at home in need of editing.
Content is storytelling. To anyone. Friends, neighbors, bartenders, customers, investors.