Making the Case for Social Media Marketing
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How to build consensus for social media marketing within your organization. Three simple things that will help you demonstrate the benefits of social media marketing to grow your brand, craft your brand perception online, and increase conversions.
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Making the Case for Social Media Marketing
- 1. How to Build Consensus for Social Media Dave Sattler, Scentsy
- 2. SOCIAL MEDIA & ROI Two Types of ROI - Direct, Brand Sharing ROI - Increase ROI Visibility Long Term Return - Bonds, not day-trading
- 3. How many How do you sales are measure the generated from effectiveness of your efforts? these online relationships?
- 4. TYPES OF ROI Direct Brand Leads Perception Parties Consideration Sales Loyalty Recruits
- 5. SOCIAL MEDIA MARKETER What my boss thinks I do What I think I do
- 6. “In the past few decades there has been a dramatic shift…in what assets create value and growth…”
- 7. “If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you.” John Stuart, Chairman of Quaker, ca. 1900
- 8. RELATIONSHIP ERA People everywhere and all the time spontaneously announce their love/hatred for brands Millions of people talk about your brand, NOT about your last ad Conversations are your brand
- 9. LOVE-HATE TEST 21,100 22,600 LOVE HATE 4,730 14,400 LOVE HATE 3 5 LOVE HATE 7,890 19,400 LOVE HATE
- 10. LOVE-HATE TEST 2,700,000 171,000 LOVE HATE 1,190,000 902LOVE HATE 78,300 206 LOVE HATE
- 12. SHARING ROI CONTENT CONNECT Brand-rich # of new likes WOM-worthy # of new follows Easily Shareable Retweets Right Platform Repins Relevant Comments No Learning Curve Shares Emotion Rich
- 13. SHARING ROI CONSIDER CONVERT # visits to site Referral traffic Length of visit from Locators Content visited Traffic to target Buzz (Radian6) pages % visits from Social Sales, Hosting, Top exit pages Recruiting
- 14. 2011 Valentine’s Day Results 158 fb Likes/Post 497 fb Comments ? Impressions 8,846 YT views 18 YT Likes 7 YT Comments Average 500 fb Likes/Post 480 fb Comments/Post 1,483 Shares 1.1M Impressions
- 15. April 2011 Warmer Results 1,044,975 Impressions 1,627 Likes (84%) 986 Comments 1,152,056 Post Views (4,236%) 1,633 New Page Likes (84%) 97,073 Daily Active Users (4,390%) 120% increase in traffic to page of Consultant websites 97% increase in traffic to PWS from Facebook
- 16. 2011 Father’s Day Cards Results 834,437 Impressions (3 posts) 1,285 Likes (84%) 986 Comments 3,250 New Page Likes (2.6%) 95,615 Daily Active Users (2,684%) Second highest # of visits to the site in history of site 169% increase in traffic to “Fathers Day Cards” page 1,240% increase in traffic to the site from Facebook
- 17. REPORTING 2x/Weekly Consultant Forum Program Monthly Quarterly Program highlights & monthly reporting Annually Total Annual Impact
- 19. REPORT CARD
- 20. LONG TERM RETURN METRICS 2009 2012 Facebook Fans 54,719 576,000 Weekly Impressions 350,000 3 Million Total YT Views 55,000 1 Million+ YT Views Per Day 400 1,410 Twitter Fans 1,258 23,673
- 21. SOCIAL MEDIA & ROI Two Types of ROI - Direct, Brand Sharing ROI - Increase ROI Visibility Long Term Return - Bonds, not day-trading
- 22. David Sattler
Notas del editor
- So we’ll start here with the positive impact of social media marketing on your brand.
- Here’s what my boss thinks I do, (with the math image) and here’s what I think I do…
- In the last quarter century we’ve seen a dramatic shift in our understanding of what assets create value and growth. According to Baruch Lev., Director of Accounting Research at NYU, the shift we are seeing is attributing more and more value to intangibles, and not just those on the Balance Sheet. For most of the century, the balance sheet was the measure of a companies assets with tangible assets considered as the main source of business value.
- Option 1
- The hate/love test
- The hate/love test
- Brand-rich WOM worthy Easily Shareable Right Platform Timely Relevant No-Learning Curve Emotion-rich
- Brand-rich WOM worthy Easily Shareable Right Platform Timely Relevant No-Learning Curve Emotion-rich
- The type of reporting that we were able to capture for this program were mainly content measures.
- The type of reporting that we were able to capture for this program were mainly content measures.
- The type of reporting that we were able to capture for this program were mainly content measures.