From Community to Commerce: Making the ROI Connection #SMTLive
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From Community to Commerce: Making the ROI Connection
#SMTLive
#SMTLive
Thank You to Our Sponsor
@Wayin
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
GoToWebinarcontrol panel
#SMTLive
Our Speakers Meagan Fish is the Global Social Media Manager at iRobot, managing the company's community engagement strategy and global social platform expansion. Prior to iRobot, Meagan worked agency-side for social media clients including Dove, Heinz Ketchup and Bermuda Tourism. As a passionate digital marketer, she has spent the past decade working with brands to embrace social media in order to grow and nurture fan communities, improve customer relations, and drive qualified sales. @meaganfish
Jordan Slabaugh is the VP of Marketing at Wayin. Jordan has spent the past decade building global brands. In her role as Vice President of Marketing at Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital activation initiatives to further develop the Wayin brand and leadership in the marketing industry. With an extensive leadership track record in corporate marketing, brand communications and creative activation strategy, Jordan has spent her career building industry-leading marketing programs and consulting with the world’s largest brands on social and digital media. @jordanv
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day activities. @AndrewLAshton
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92% of consumers trust other consumers
in making purchasing decisions
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Social must be an integrated part of your marketing mix.
…and not measured in different ways
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Traffic. Subscribers. Conversions. Revenue.
Not “likes” and “engagement”
What should you measure?
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tie fan storytelling to sales
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social trends turn into revenue
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Connect social content to commerce
#SMTLive
iRobot Road to Social ROI
Grow Qualified Fan Base
Content Testing & Refining
Engage Believers to Convert Skeptics
Optimize Advertising with CRM Data
Conversion Tracking & Measurement
#SMTLive
Content Testing & Refining
MAKE CONTENT ACTIONABLE: determine what issue(s) social content can help solve for your business
• For iRobot and a developing industry product believability • Content key for organic + paid: show product working
#SMTLive
Amplify Believers to Convert Skeptics
INFLUENCERS: Social reach, demographic synergy, branded content must be authentic
CUSTOMERS: Hyper-fans, establish ongoing UGC strategy, fan-only programs/sneak peaks
#SMTLive
Connect CRM & Social
CRM DATA + SOCIAL DATA =
• Reduced social fan acquisition costs by 40%
• Drove a significant increase to product registrations
• Enabled segmented advertising for product launches to encourage upgrade messaging to pre-existing owners
By merging social data into CRM we’ll be able to create more contextual and proactive customer engagements
#SMTLive
Navigating Social ROI
• Work back from overall goals to determine your ROI equation:– Sales (social conversions) – Brand awareness (e.g. social post
impressions, traffic driven to .com)– Engagement (e.g. organic/paid engagement
rates, positive sentiment, social customer service volume and reply time)
• It’s a blended balance: social, CRM, website/eComm, analytics all need to be in sync to solve for social ROI
#SMTLive
HOW WE CALCULATE ROI
$
Daily / Window Promotions
Units Sales Lift
Clicks
Brand Awareness Metrics
Social Activations
Related Units SoldReach
Traffic +/-
$
Programmatic Campaigns
Traffic +/-Native Pixel Analytics
Clicks
Community Management / Website Analytics / Social Intelligence
#SMTLive
SOCIAL ADVERTISINGDaily / Window Promotions Programmatic Campaigns
Major national sales liftMajor regional sales lift
Major increase in frequency
#SMTLive
SOCIAL ACTIVATIONS ROIMinimal InvestmentScrappy teamSmart Influencers
=
15 million + impressions40,000 + followers68% brand sentimentMassive website traffic increase
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
GoToWebinarcontrol panel
#SMTLive
Our Speakers Meagan Fish is the Global Social Media Manager at iRobot, managing the company's community engagement strategy and global social platform expansion. Prior to iRobot, Meagan worked agency-side for social media clients including Dove, Heinz Ketchup and Bermuda Tourism. As a passionate digital marketer, she has spent the past decade working with brands to embrace social media in order to grow and nurture fan communities, improve customer relations, and drive qualified sales. @meaganfish
Jordan Slabaugh is the VP of Marketing at Wayin. Jordan has spent the past decade building global brands. In her role as Vice President of Marketing at Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital activation initiatives to further develop the Wayin brand and leadership in the marketing industry. With an extensive leadership track record in corporate marketing, brand communications and creative activation strategy, Jordan has spent her career building industry-leading marketing programs and consulting with the world’s largest brands on social and digital media. @jordanv
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Andrew Ashton leads social and CRM for Pizza Hut Canada, based in Toronto. Andrew previously led the Social Hive, Yum! Brands global social intelligence command center and managed digital marketing for BÀNH SHOP. During his time with Yum! Brands, Andrew developed daily global social reporting, managed a team of 5 analysts to provide global brands 24-hour social listening and helped Yum! Brands global digital marketing teams integrate social insights into their day-to-day activities. @AndrewLAshton
#SMTLive
Thank You to Our Sponsor
@Wayin
#SMTLive
Upcoming Webinar
November 12th
Big Data at The Speed of Business – How Customer Service
Satisfaction & Costs Are Driving the Telecom Business
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