roi from social media marketing
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INTERNET MARKETINGMary Lou Roberts October 2010
ROI From SOCIAL MEDIA MARKETING
STRATEGY AND EXECUTION
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INTERNET MARKETINGMary Lou Roberts October 2010
Consumers and BusinessesUse SM To Communicate
Marketers Must Use SM (Wisely)To Communicate With Both
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png
CONSUMER PARTICIPATION IN SOCIAL MEDIA
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-
networking-13671/comscore-women-world-wide-socnet-july-2010jpg/
GLOBAL PATTERNS OF BEHAVIOR
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INTERNET MARKETINGMary Lou Roberts October 2010
BUSINESS PARTICIPATION IN SOCIAL MEDIA
http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.marketingsherpa.com/article.php?ident=31719
THE PROS AND THE CONS
http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.marketingsherpa.com/article.php?ident=31690
HOW MARKETERS USE SOCIAL MEDIA
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.youtube.com/watch?v=idLG6jh23yE
SMASH HIT OF THE SEASON
http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html
METRICSDebuted on FactbookFans from 1.6m to 3.1m over a weekend
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded
THE MAN IN THE TOWEL
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded
2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL
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INTERNET MARKETINGMary Lou Roberts October 2010
METRICS
• 186 Personalized Videos• Old Spice YouTube Channel Views - almost 8m• Old Spice YouTube Total Upload views - 83m +• Total subscribers on YouTube channel 120K• Total Connections on Facebook 616k
http://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)
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INTERNET MARKETINGMary Lou Roberts October 2010
Late July• 40 m views response videos• Brand views on web – 110 m
A SUCCESS BY ALL MEASURES?
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INTERNET MARKETINGMary Lou Roberts October 2010
CISCO LAUNCHES ROUTER IN SOCIAL MEDIA
• Launch Event in Second Life• Video Conferencing for Execs, Customers• “Defend the Network Game”• Facebook, Mobile, Blogs• Social Media Widget
http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
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INTERNET MARKETINGMary Lou Roberts October 2010
METRICS
• 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)
• Top Execs Spent only 1 Hour Viewing • Media – 3x usual articles, > 1000 blog posts• 40 Million Online Impressions• COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!• SAVED OVER $100,000!
http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
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INTERNET MARKETINGMary Lou Roberts October 2010
DEVELOPING SOCIAL MEDIA STRATEGY
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INTERNET MARKETINGMary Lou Roberts October 2010
Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/
LISTEN COMMUNICATE ENGAGE COLLABORATE
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INTERNET MARKETINGMary Lou Roberts October 2010
JULY 15, 2010
MARKETERS USE SM FOR ACQUISITION
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INTERNET MARKETINGMary Lou Roberts October 2010
SEPTEMBER 20, 2010
MARKETERS USE SM FOR RETENTION
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INTERNET MARKETINGMary Lou Roberts October 2010
NON-PROFITS USING SM TO RAISE $/€
http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter
Over $500k ??
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.youtube.com/tippexperience
MY CONCEPT OF AWARENESS > ACQUISITION
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INTERNET MARKETINGMary Lou Roberts October 2010
WHAT NOKIA SAYS
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference
HAVE INTERNAL GUIDELINES
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INTERNET MARKETINGMary Lou Roberts October 2010
http://conversations.nokia.com/
CONTINUOUS ENGAGEMENT!
http://blog.ovi.com/
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INTERNET MARKETINGMary Lou Roberts October 2010
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
THE NEW MEDIA
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INTERNET MARKETINGMary Lou Roberts October 2010
EXECUTING SOCIAL MEDIA STRATEGIES
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INTERNET MARKETINGMary Lou Roberts October 2010
https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1
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INTERNET MARKETINGMary Lou Roberts October 2010
Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/
LISTEN COMMUNICATE ENGAGE COLLABORATE
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INTERNET MARKETINGMary Lou Roberts October 2010
No Object
ive; Simpl
e Listeni
ng Tools
Track Brand Mentions; Simpl
e Tools
Identify Mkt.
Risks/ Opportunities; Integrat
ed Tools
& Internal Alerts
Improve
Campaigns; Tools
to Monito
r, Correct on the
Fly
Measure
Customer
Satisfaction;
Customer
Experience Pros
Understand Customers; Socialgraphi
cs
Proactively
Anticipating
Customer
Needs; Data
Mining, Predicti
ve Models
8 STAGES OF LISTENING STRATEGY
http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
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INTERNET MARKETINGMary Lou Roberts October 2010
ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
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INTERNET MARKETINGMary Lou Roberts October 2010
WHAT QUESTIONS SHOULD MARKETERS ASK?
• Where Are Your Customers Online?• What Are Their Behaviors Online?• What Social Information or People Do They
Rely On? Who Do They Trust?• What Is Your Customer’s Social Influence?
Who Trusts Them?• How Do Customers Use Social Tech In The
Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/
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INTERNET MARKETINGMary Lou Roberts October 2010
http://www.powerreviews.com/newsletter-q310-pehr.php
SOME THINGS WE KNOW
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INTERNET MARKETINGMary Lou Roberts October 2010
Increased
Plateaued
http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
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INTERNET MARKETINGMary Lou Roberts October 2010
FOOD SHOPPERS NEED INFO AT POP
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INTERNET MARKETINGMary Lou Roberts October 2010
DELL LEARNED TO LISTEN, COMMUNICATE
http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx
http://www.ideastorm.com/
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INTERNET MARKETINGMary Lou Roberts October 2010
http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh
http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600
BRANDED COMMUNITIES IMP. PLATFORMS
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INTERNET MARKETINGMary Lou Roberts October 2010
LEGO IS GOOD AT ENGAGING
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INTERNET MARKETINGMary Lou Roberts October 2010
LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION
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INTERNET MARKETINGMary Lou Roberts October 2010
TRENDING > MOBILE, LOCAL
How many users does foursquare have?As of August 2010, foursquare had close to 3 million users worldwide.How many businesses are offering Specials through foursquare?As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page.http://foursquare.com/ 10/1/10
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INTERNET MARKETINGMary Lou Roberts October 2010
Jan,2010 -- > 2 million web hits per dayhttp://blog.compete.com/2010/03/10/do-you-groupon/
GROUPON OFFERS LOCALIZED PROMOS
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INTERNET MARKETINGMary Lou Roberts October 2010
WHO, WHERE, HOW PEOPLE FIND/MOBILE
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INTERNET MARKETINGMary Lou Roberts October 2010
EXECUTING IS AN ORGANIZATIONAL ISSUE
EVEN MORE THAN A MARKETING ONE
TECHNOLOGY MINOR IN COMPARISON
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INTERNET MARKETINGMary Lou Roberts October 2010
WHY ORGANIZATION, NOT TECHNOLOGY???
• There Is Organizational Resistance– Managers Fearful of Direct Public Interaction– Workers Have to • Learn New Skills• Work in (New, Different) Groups
• ROI Is Not Immediate
A PROCESS OF ORGANIZATIONAL CHANGE
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INTERNET MARKETINGMary Lou Roberts October 2010
THE IMPORTANCE OF MEASURABLESOCIAL MEDIA MARKETING
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INTERNET MARKETINGMary Lou Roberts October 2010
TENDS TO BE SEEN AS BEING FOR FUTURE
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INTERNET MARKETINGMary Lou Roberts October 2010
THE IDEAL – INTEGRATED METRICS
Google AnalyticsWebTrendsHubSpot
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INTERNET MARKETINGMary Lou Roberts October 2010
THE REALITY- PLATFORM METRICS
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INTERNET MARKETINGMary Lou Roberts October 2010
OBJECTIVE METRIC(S)
Increase Average Visits per Day Average Number of Visits per Day from Google Analytics
Number of Comments As long as small, can countMay need comment feed
Number of Emailed or Promoted Posts
Provided by Share This Icon
Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each
MATCH METRICS TO CAMPAIGN OBJECTIVESExample - Blog
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INTERNET MARKETINGMary Lou Roberts October 2010
MY TOP 10 SOCIAL MEDIA MARKETING MYTHS
• It’s Easy.• It’s Free.• It’s About Technology.• Social Media Reaches Mass Audiences.• Marketers Can Talk About Their Products.• All Internet Users Will Participate.• Management Will Understand the Potential.• We’ll See Results Right Away.• Tracking, Measuring is Easy.• We’ll Put It Up and It Will Take Care of Itself.
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