Social Media ROI Presentation for BLASTT - Business Leaders Amplifying Sales Through Trust

Social Media

ROIFun, Measurement, and More Profit

through Social Media!

Presented by: Elizabeth QuintanillaMarketing Gunslinger

@Equintanilla

Agenda

• Marketing and Social Media Goals

• Old and New Marketing

• Brand Awareness and Klout

• SEO and Social

• Blog Tips

• Social Media Tips

• Website and Blog Social Analysis

• Event Marketing Support

• Sales and CRM

Key Points

• Key Points – Due to Google changes, Social is IMPORTANT!

– Social Interactions are a key measure for Klout

– Social can drive more traffic than PPC.

– Social CRM is a reality today

1. Implement foundational marketing improvements, including branding, messaging, website, content, and search to increase awareness and support future growth.

2. Build AWARENESS of ACME Products and Professional Services, and EDUCATE our Customers and Stakeholders.

3. Strengthen relationship with select partners to improve credibility, expand ACME sales force, and increase leads.

4. Present ACME as an industry thought leader - a proven, credible provider of TNT Products and Professional Services.

Common Marketing Goals

Earned, Owned, & Paid.

Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations. 

Too often, social strategies start in the wrong place--with a focus on a Facebook fan page

or Pinterest board -@augieray

1. Define the People

2. Set the Objectives: What & how will you measure success?

3. Devise the Strategies

4. Determine the Tools, Technology & Tactics

Awareness

Lead Generation

Sales Funnel

LeadNurturing

Marketing Automation

Sales

Marketing Funnel

Marketing Mission

Establish ACME INC.’s Image as THE provider of

TNT Products and Professional Services.

Market and Attract Qualified Potential Customers to

Engage with ACME Sales Team.

Brand Promise

Brand is communicated in three ways:

• Visually

• Verbally

• Experientially

Photo credit: Capitol Dome by Familymwr http://www.flickr.com/photos/familymwr/4930276050/

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What Is Klout? Klout attempts to measure your online clout--that is, your ability to influence people on the Internet. Using data aggregated from social networks, Klout determines how good you are at persuading other people to act. "Klout defines influence as the ability to drive action, we analyze a number of social media engagement variables to measure influence, including Twitter retweets and mentions, Facebook comments and likes, LinkedIn comments and likes, Foursquare tips and to-do's, and Google+ comments and reshares."

Klout's website notes that a Klout score takes three major factors into account: True Reach (how many people you actually influence), Amplification (how much you influence those people), and Network (how influential your network is).

Brand Awareness and Klout

The New Marketing ….

Source: John Jantsch

Don’t expect PRIVACY IN

SOCIAL MEDIA!!!

Penguin and Panda Google Update: Impact on SEO

• Algorithm changed keyword rankings for sites• On-site SEO has changed devaluing Anchor tags• Sources of Backlinks matter• Social Signals (mentions, +1, Likes, and Shares) count

http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/14

All About ….

Researching Keywords

Selecting the Domain

On-site Optimization

Off-Site OptimizationLinkbuilding

Social Media

Content Marketing

SEO and Social

Source: Marketing Sherpa Webinar

Reference

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Blog Elements

19Source: Anue Systems and Hubspot

Tip: Title aka your Headline.

• Blog Title –Headline is “sticky” yet “POSITIVE”!– Actionable, Clear and Direct, and Contains at least 1

Keyword• People search the web by using keywords

– Create a Sense of Urgency or How To (or How Not To!)– Newsworthy .. Or Cautiously Use Controversial

Sensational titles• Make sure you use solid points to back up your opinions

– BRIEF (8-9 words – do not exceed ~60 characters)!• Twitter only allows for 140 character messages.

Title aka your Headline.

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Tip: Use Images Frequently

Images are Important! Tell 1000+ Words at once– Break up text into digestible chunks– Convey post’s message with a helpful image

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Tip: LinkedIn – Overlooked yet Powerful

Tip: What to post ..

Tip: Connect with Objectives

• E - ENTERTAINING• I - INFORMATIONAL• E - EDUCATIONAL• I - INSPIRATIONAL• O – OBJECTIVE:

What was the point of doing all the work?

Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

Content Tip: Bring Offline to Online

Touch Point: interface of a product, a service or a brand with customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase.

Don’t overlook the obvious!

This and That ..

She’ll be coming around the..

This and That ..

Tip: Schedule Posts

# 1: Never the product always the passion!!

• Reframe conversation• Not about the product• Is about the customer• What role does

product play in customer lives?

Website & Blog Social Analysis

• March through June: Website Traffic Due to Social Percentage: 3.19% Note all PPC campaign activity is less than 1%

Social NetworkVisits Pageviews

Avg. Visit Duration

Pages / Visit

LinkedIn 1,057 2,721 0:02:19 2.57Twitter 198 807 0:05:15 4.08StumbleUpon 92 102 0:00:44 1.11Facebook 37 90 0:02:10 2.43HootSuite 20 42 0:02:54 2.1paper.li 20 21 0:00:00 1.05Blogger 8 8 0:00:00 1tinyURL 8 8 0:00:00 1Google+ 6 11 0:00:28 1.83Jigsaw 6 20 0:05:57 3.33Instapaper 3 4 0:00:36 1.33Yahoo! Answers 2 2 0:00:00 1OnSugar 1 1 0:00:00 1TypePad 1 1 0:00:00 1WordPress 1 5 0:04:04 5

1,460 3,843 0:02:33 2.63

Twitter Deep Dive

TOTAL TWEETS: 363 103 109 151

NORMAL REPLY CONFERENCEPERCENTAGE

OF TOTAL: 28.37% 30.03% 41.60%

• Nearly All Event has a Real-Time Social Back-Channel– The Channel doesn’t

stop at Exhibition Hours & most active during keynotes and sessions

– Sales appreciates the foot traffic to booth

– Events bring a targeted list to filter for new influencers

Sales and CRM• Marketing Automation supports Social Integration• Social CRM is supported in Salesforce & Nimble

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Takeaway Tips

1. Calculate Costs

2. Align the social media initiatives with business goals

3. Don’t dismiss “soft metrics”

4. Allow for organic discusion to emerge

5. Have fun!

Questions?

Elizabeth QuintanillaMarketing Gunslinger

@Equintanilla