tying tweets to profits: can 140 characters deliver roi? [webinar replay]
DESCRIPTION
Can you leverage the power of a single, well-crafted sentence to earn business from all over the world? Smart businesses are devising ways to reach through Twitter's 500 million registered users and attract new customers by getting to the point, fast. The rewards can be considerable. If your company isn’t profiting from your Twitter presence, what’s stopping you? If you’re a marketer looking to get the most out of Twitter, join our experts as they discuss how to create and distribute tweets that translate into profit. Topics will include: What are Twitter users looking for? What do they not want to see? How to use images and videos, including Instagram and Vine. Are promoted tweets worth their cost? What are companies currently finding most profitable on Twitter today?TRANSCRIPT
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Tying Tweets to Profits: Can 140 Characters Deliver ROI?
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Join the Conversation…
Submit your questions in the GotoWebinar
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Follow along and
share your thoughts
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#SMTlive
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Thanks to Our Sponsor
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Our Speakers
#smtlive
Maggie Fox is the founder, CEO and Chief Marketing Officer of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. She was named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Boards of both GetElevate.com and the Heart and Stroke Foundation of Canada. Follow her on Twitter @maggiefox
Ric Dragon is the author of Social Marketology and the DragonSearch Online Marketing Manual, both published by Mc-Graw Hill. He is the CEO and co-founder of DragonSearch, with more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. As an artist, Ric has been shown in countless group and solo shows. He is a regular guest columnist for Marketing Land, and Social Media Monthly, and a speaker at many marketing and business conferences.
Kemp Edmonds works for Vancouver-based HootSuite as the lead Sales Engineer. Kemp was recently named to the Board of Social Media Club International. His passion for people, technology and education enables his work. He can also be found blogging on kempedmonds.com, chopping wood on small islands in the Howe Sound and documenting life. Kemp was recently named to the Board of Directors for Social Media Club International, the largest professional trade group of it’s kind.
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Tying Tweets to Profits:Can 140 Characters Deliver ROI?
1. Target 2. Interact 3. Sell
$ $ $
Image By: @intersection1 used under creative commons.
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What ‘R’ does social media provide?
DirectIndirect
Note: No real science was used in the creation of this infographic.
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Measurable Direct Return…
Savings Sales
AND
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“It costs less than $1 per interaction [on social media], whereas telephone care is typically at least $6 per call. Even e-mail care costs $2.50 to $5 per interaction.”
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Kemp’s Measurement Philosophy
}BASE
REACH
ENGAGEMENT
CONVERSION
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End-to-End ROI Tracking
{Conversion (On Site)
Visitors
Interest
Conversion
linklink
{{Engagement
(Off Site)
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End-to-End ROI Tracking
Conversion (On Site)
Visitors
Interest
Conversion
linklink
{{Engagement
(Off Site)
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Kemp’s Measurement Philosophy
{BASE
REACH
ENGAGEMENT
CONVERSION
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Email: $ Value of a Subscriber
50 EMAIL SUBSCRIBERS
OPEN RATE
ACTIONS (CLICK THROUGHS / VISITS)
$100 in DONATIONS
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Value of a Subscriber
50 Subscribers
$100 in Donations $2 / Subscriber=
Note: This is an example on an email campaign. This can be done for multiple emails or over a specific time period.
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Social: $ Value of a Follower
100,000 FOLLOWERS
5,000 REACHED
500 CLICKS
$1000 in SALES
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Value of a Follower
100,000 Followers
$1000 in Sales $0.01 / Follower=
Note: This is an example on a single post. This can be done for multiple posts or over a specific time period.
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Value of a Click
500 Clicks
$1000 in Sales$2 / Click=
Note: This is an example on a single post. This can be done for multiple posts or over a specific time period.
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Social Funnel Metrics
BASE = FANS, FOLLOWERS
REACH = AUDIENCE REACHED
ENGAGEMENT = CLICKS, LIKES
CONVERSION=XYZ
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Awareness Value =(Market Size) X (Awareness Change) X (Purchase Intent) X (Sales Conversion) X (Unit Profits)
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Social Media Value Landscape
Market Eco-System
Customer/Brand Eco-System
CustomerMind
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Market Eco-System • Marketing Lift – the increased effectiveness of all marketing activities
• Impact on Search Engine Optimization
• Risk Mitigation
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Customer/Brand Eco-System
• Transaction (the actual purchase or negotiation
• Repeat transactions• Loyalty• Advocacy
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CustomerMind
• Awareness• Recognition• Associations• Perceived Quality• Likeability
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Twitter: @ricdragon
• Tweet Chats• Brand Ambassador
Programs• Special interest affinity
group
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Twitter: @ricdragon
• Digital PR• One-on-one
relationship building with key individuals
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Twitter: @ricdragon
• Reactive • Proactive• “Thought Leadership”
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Bring it offline
Participate in conversations
Really connect with
individuals
Become a part of your communities
Engage in community for ½ every
dayHelp 5
people out per day
Join 3 Twitter Chats each weekHost
Meet-ups
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Join us for our next webinar…
#smtlive
Making Sense of Merging Data: How to Get Insight from Social, Unstructured and Legacy Data
http://socialmediatoday.com/merging-social-data-webinar
9JULY
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