Performance Based Social Media
Post on 19-Jan-2015
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Senior master instructor Stephen K. Hayesfacebook.com/AnShuStephenKHayes
Performance Based Social Media型
Who am I?
twitter.com/cspenn/favorites
The corporate plug:
WhatCounts will help you find and grow your email marketing ROI.
Learn more at www.WhatCounts.com, visit our table in the hall, or call 866-804-0076.
This presentation is available on our blog right
now
Warnings
Kata型
Outcome成果
法 Process
Story物語
MeasureOutcome
成果
Photo Credit: TheTruthAbout...
Outcomes
R IPhoto credit: AMAgill
Social media ROI
ROI is not necessarily a
helpful number
Webinar
Tweet
PPC Ad
Blog Post
Sponsored
Which caused the sale?
Net Profit
Margin
Volume
Income
Expense
Audience
Action
Net Profit
Margin
Volume
Income
Expense
Audience
Action
Product
Operations
Marketing
Sales
Marketing’s primary output is qualified leads, yes?
EPL
Earned - SpentNumber of Leads
Money Earned:Money Spent:
Hourly Rate:Time Spent:
Time Spent in Money:
Total Spent:
Total Earned-Total SpentLeads
$_______$_______
$_______ _______$_______
$_______
_______ EPL
Worksheet 3
So what?
Last Touch Problem Solved
Yes, but so what?
find the secret phrase on the WhatCounts Facebook Page
facebook.com/whatcountsemail
“Become a data-driven
organization”
Blind faith in data and systems
罠 3 Traps
Selection Bias
Measurement Bias
http://api.klout.com/1/klout.json?users=lizstrauss( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
http://api.klout.com/1/klout.json?users=moriturusthedk( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
Intervention Bias
Beware bad research and worse conclusions!
Who was measured?What was measured?
How was it measured?
The Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.
73% of CEOs Think Marketers Lack Business Credibility: They Can't Prove
They Generate Business Growth
Who was measured?What was measured?
How was it measured?
Edison Research conducted a national telephone survey of 901 people. Interviews for this study of Americans age 12 and older were performed on January 23, 2012. The study asked respondents a series of questions about their previous day’s media usage including listening to any part of the NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from phone numbers provided by Survey Sampling International. The final results of the national sample have been weighted by age, sex, ethnicity and geographic region to match current U.S. Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full sample will differ by three percentage points in either direction from what would have been obtained by attempting to interview all persons age 12 and older.
Nearly 23 Million Tune Into The AFC/NFC 2012 NFL Playoffs On The Radio
法 RefineProcess
Sales
Sales
Qualified Leads
Sales
Qualified Leads
Prequalified Leads
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
25
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
25
50%
50%
50%
50%
50%
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
25
50
100
400
800
12.5
50%
50%
50%
25%
50%
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
25
50
100
400
800
12.5
50%
50%
50%
25%
50%
How can we use social to fix the broken step?
Interested Prospects
Active Audience
100
400
25%
Start with a simple recipe
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
37.5
75
150
400
800
18.75
50%
50%
50%
37.5%
50%
$65 million each
守破離
Path to mastery
守 Preserve the form
破 Vary the form
離 Transcend the form
scrambled eggs
守 Follow best practices
破 Vary the practices
離 Transcend best practices
Tell a Good Story物語
WIN勝
case studies
conflict
state change
Exercise
Kata型
MeasureOutcome
成果
法 RefineProcess
Tell a Good Story物語
Marketing White Belt
cspenn.com/book
初心者市販
Email for Sales
http://ar.gy/socialfresheast
Email For Sales
HOW EMAIL MARKETING CAN CREATE OPPORTUNITIES, CLOSE DEALS AND BOOST YOUR SALES
Visit our tableand
@WhatCounts
Thank You!
cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p
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