smps012011

© 2010 Canyon Communications, Inc. All Rights Reserved

Social Media: Maturing from Explorative Steps to Lead Generation Engine with ROI

January 20, 2011


Digital Marketing

• Web presence +– E-mail marketing– Blog– Social Media– PR

• Integrated– branding & messaging

• Relevant– Personalized & granular

• Engagement• ROI+ROA


• Observation– Where is our audience?– What are they saying?– What elicits response?

• Preparation– Define value chain

• Participation– Respond, refine

• Integration

Essential Phasesof Social Media Integration


Using specific social media activity, we help primary audience accomplish social objective “what” and make specific process or goal better as measured by relevant metrics and KPIs which is worth bottom-line business value.

Value Chain Model


Business Objectives

• Brand as thought leaders in specific Market Segment

• Build market awareness• Grow followers of raw leads• Engage and Convert leads to

qualified sales prospects• Demonstrate ROI


Social Media

• B2B adoption curve• 93% of B2B buyers start

with search• Awareness + engagement• “Free”…like a dog• Selective


Effectiveness


Set Goals

• Impressions• People vs. pageviews• Klout, comScore• Cost-per-lead• Conversion metrics• Predictive modeling• ROI


Potential Roadblocks

• Resource limitations– Time– Budget– Participation– In-house expertise


• Start manageable & maintainable• Optimize your participation• Grow organically• Identify your critical mass threshold• Focus on the “how”• The “where” is a moving target

In 2000 • Yahoo had 67% search market• MySpace was king

Plan for Success


• Professional associations• Trade publications• Business partners• Clients & prospects• Google alerts

• Content aggregator • Content creation • Hybrid

Start at Home

Choose an Approach


• 85 million + global members• Leading social media tool for professionals• Optimize your existing presence

– Firm– Personal Profile– Customize, personalize– Keyword/phrases

• Engagement Portal– Answers– Groups– 2 way communication


• Eroding distinction between email and social media

• Mobile trend• Demographics +

adoption curve• Market validation• Instantaneous

interaction


• Terminology– RT, @, #, DM, Lists

• Tools– HootSuite, TweetDeck,

CoTweet, BirdHerd– TweetMeme WP plug in

allows RT ‘suggestions’

• Tweet volume peaks during business hours and evening

• RTs peak 3pm-midnight• Promoted tweets


• Largest search engine globally

• SEO “mojo”• Quantity-quality

determinations• Qualifications-based

selection influence tbd


• Audience distinctions• Tailor the message

accordingly• Value comparison to:

– Email subscriber– RSS blog feed subscriber– Twitter follower– Retweet– Comment– Like


Cross Pollenate

• Leverage for time savings

• Respect the channel ‘rules’

• Audience distinction


Complementary Tools


Introduction to Canyon

• Integrated Marketing Communications

• Depth and breadth• Agile and lean• Proven digital expertise• National client base


let’s connect

Dara Schulenberg, Digital Strategy Manager

480.213.0482

[email protected]

http://.b2bfishbowl.com/

http://www.linkedin.com/in/dschulenberg

@dschulenberg

smps012011

Business

social media tool

roi business objectives

value chain participation

search market myspace

business hours

search awareness

value comparison

value chain model