Performance Based Social Media

Senior master instructor Stephen K. Hayesfacebook.com/AnShuStephenKHayes

Performance Based Social Media型

Who am I?

twitter.com/cspenn/favorites

The corporate plug:

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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

Email

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

Google

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!

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