How can your business maximise their social media activity to deliver a clear ROI

By Anthony RawlinsCEO and Founder, Digital Visitor

Introduction

Social media ROI is difficult to show and many people are pulling their hair out trying to prove how valuable it is.

Here at Digital Visitor we have tried to boil this down to three main benefits.

We will show you how your business can maximise their social media activity to clearly;

1) Increase your online conversions 2) Drive brand new traffic to your website3) Reduce the cost of customer acquisition

About us• Digital Visitor is a strategic social media agency delivering social media marketing services, strategies and solutions.

• Est. 2005.

• We service a range of clients, small to large across many different industries, however the majority are within the travel and leisure industry...

Our philosophy

• We believe to maximize the benefits from social media you need to consider both your ONSITE and ONCHANNEL social media strategy.

• Put another way – you should have an integrated social media strategy looking at both your website and social media channels together.

In this presentation…

I aim to provide a framework for you to explore social media for the next 12 months and start to drive a more measureable ROI from your activities.

Where is social media marketing now?• Importance being realised• Our most common bit of feedback is…• Many companies have a mad rush for Facebook ‘Likes’ • ROI not evident• Questions from senior management• Still potentially a ‘marketing’ spend and in tough times, activities can

get cut.• Its our aim to move this to an E-commerce function.

Source: http://myxqq.blogspot.com/2011/08/evolution-of-social-media-for.html

How is this going to change?

• Budgets tighter• Social media marketing not

a whim anymore• Has to prove itself• Next year a tough year,

ROI is paramount

How can you define ROI for social media marketing?

1) Conversions2) Browsing time3) Net positive sentiment4) Exposure on channels / brand awareness5) Traffic from social media channels6) Organic traffic7) Recruitment fees8) Customer acquisition costs9) Marketing materials cost

We focus on 3…

1) Increasing conversions2) Driving traffic to your website

(organic and from social media channels)3) Reducing customer acquisition cost

How do we do this?

1. Increasing conversions

• Reviews and Ratings application• Reviews increase conversions by 2-18%• People want reviews – 47% want to see on website• Doubles browsing time + reduces time on competitor

sites• Reviews drive repeat visits

2.1 Driving organic traffic

• Reviews and Ratings, content on your OWN website drive organic search engine traffic

• NOT just reviews - Discussions, questions etc…

• 1 review = 1 organic visitor per month = £24p.a

2.2 Generate traffic from social media channels

• Sharing content on your Facebook page – drives 2.5 times community per month

• Share with other social media websites

• Discussions on your website – share with LinkedIn

3. Reducing your customer acquisition costs

• Increasing conversions reduces customer acquisition costs

• Using UGC, reduces marketing spend• Re-use this content on other channels• Communication opportunities – through your own site • Communication through Facebook community• On Facebook – your ‘likes’ are 51% more likely to buy

from you! • Also, you can communicate with their friends –

likeminded people!

How can 1 review do all of this?

1) Post review (with photo / video) on your website = one organic visitors = £24 p.a

2) Increases browse time on your product page3) Increases conversion4) Share the review with your Facebook page – drive traffic

– 2.5 times fans per month5) Share with authors FB profile 6) Visible to their friends with a link BACK to your site

(reduce Customer Acquisition Costs)7) Automatically receive +1 ‘like’ for future communication

opportunities and more…

• This is just using Facebook and one review!

• Ask how else can you integrate activities on YOUR website to your social media channels?

How can one review do all of this?

1. Social media is integrated – embed this Onsite and Onchannel

2. Select your ROI indicators – there are plenty, benchmark and prove success

3. Take ownership of the interaction by driving traffic back to your site

4. One piece of content can go a long way if used correctly

Top Tips

Thank you

For more information, please get in touch...

t: +44 (0)1179 055 195e: anthony@digitalvisitor.com

w: www.digitalvisitor.com