1. From Buzz to Bucks:
Measuring Social Media ROI TM
Page

2. Measuring Social Media ROI
» Overview
» Challenges
» Opportunities
» Framework Introduction and Discussion
» Wrap Up
From Buzz to Bucks: Measuring Social Media ROI Page 2

3. Measuring Social Media ROI
Scott Fasser TJ McCue Todd Lebo
Director of Customer Founder Director of Marketing and
Experience Q4 Sales, Sales Rescue Business Development
Optify Team MarketingSherpa
#Buzz2Bucks marketing@optify.net WebEx Chat
From Buzz to Bucks: Measuring Social Media ROI Page 3

4. Challenges to SMM Effectiveness
Businesses (B2B) Consumers (B2C) Both (B2B & B2C)
Getting target audiences to engage 64%
68%
and participate 67%
Finding the time to perform social 56%
53%
media programs 56%
Converting followers, fans, etc. into 47%
57%
paying customers 55%
Lack of an effective social media 48%
46%
marketing strategy 52%
Measuring and proving the ROI of 48%
47%
social media programs 45%
Getting the budget and resources 37%
35%
social media deserves 42%
Finding experienced and proficient 29%
31%
social media marketers 29%
Management resistance to sharing 28%
23%
information online 28%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
From Buzz to Bucks: Measuring Social Media ROI Page 4

5. Sources of Generating Leads
From Buzz to Bucks: Measuring Social Media ROI Page 5

6. No Objectives. No Architecture. No Results.
AKA – Random Acts of Social Marketing
From Buzz to Bucks: Measuring Social Media ROI Page 6

7. The Social Marketing ROAD Map
Research
Devices Objectives
Actions
From Buzz to Bucks: Measuring Social Media ROI Page 7

8. Monitoring the Impact of Social Marketing
What are you monitoring
and measuring to quantify
social media impact?
Most monitor easily
quantifiable metrics
50% track qualitative
metrics like “sentiment”
From Buzz to Bucks: Measuring Social Media ROI Page 8

9. What to Monitor During Research (Competitive analysis)
From Buzz to Bucks: Measuring Social Media ROI Page 9

10. Monitoring Tools and Solutions
What type of tools or
solutions is your
organization using to
monitor social media?
“Free tools” now loaded
with features but…
Enterprise level initiative
may require
comprehensive or custom
solutions
From Buzz to Bucks: Measuring Social Media ROI Page 10

11. Targeting and Measuring Objectives
Does your organization
target social media
marketing objectives
and measure progress?
Web site is the hub of
the marketing strategy –
so traffic most targeted
and measured objective
Missed opportunity is
targeting cost
reductions
From Buzz to Bucks: Measuring Social Media ROI Page 11

12. Measuring Social Media ROI
From Buzz to Bucks: Measuring Social Media ROI Page 12

13. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
From Buzz to Bucks: Measuring Social Media ROI Page 13

14. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
TRACKABLE
METRICS
EXAMPLE
(dating)
TRACK &
MEASURE
REPORT
RESULTS
From Buzz to Bucks: Measuring Social Media ROI Page 14

15. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
tweets about # of # of # of close deals with
TRACKABLE
your brand, followers, fans, direct/indirect revisits SM contribution
METRICS
sentiment conversations leads from SM
From Buzz to Bucks: Measuring Social Media ROI Page 15

16. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
tweets about # of # of # of close deals with
TRACKABLE
your brand, followers, fans, direct/indirect revisits SM contribution
METRICS
sentiment conversations leads from SM
EXAMPLE research bars & # of # of # of the
(dating) parties with your discussions phone numbers dates wedding
“audience”
From Buzz to Bucks: Measuring Social Media ROI Page 16

17. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
tweets about # of # of # of close deals with
TRACKABLE
your brand, followers, fans, direct/indirect revisits SM contribution
METRICS
sentiment conversations leads from SM
EXAMPLE research bars & # of # of # of the
(dating) parties with your discussions phone numbers dates wedding
“audience”
TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attribution
MEASURE sentiment LinkedIn Omniture onsite tracking (lead details)
From Buzz to Bucks: Measuring Social Media ROI Page 17

18. From Buzz to Bucks: Measuring Social Media ROI Page 18

19. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
tweets about # of # of # of close deals with
TRACKABLE
your brand, followers, fans, direct/indirect revisits SM contribution
METRICS
sentiment conversations leads from SM
EXAMPLE research bars & # of # of # of the
(dating) parties with your discussions phone numbers dates wedding
“audience”
TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attribution
MEASURE sentiment LinkedIn Omniture onsite tracking (lead details)
REPORT manually,
Tips: owner, time frame, system/process, review, action
RESULTS using Excel
From Buzz to Bucks: Measuring Social Media ROI Page 19

20. Measuring Social Media ROI
MONITOR ENGAGE PROMOTE NURTURE SELL
tweets about # of # of # of close deals with
TRACKABLE
your brand, followers, fans, direct/indirect revisits SM contribution
METRICS
sentiment conversations leads from SM
EXAMPLE research bars & # of # of # of the
(dating) parties with your discussions phone numbers dates wedding
“audience”
TRACK & GA, radiant 6, Twitter, FB, Optify, GA, offsite work, attribution
MEASURE sentiment LinkedIn Omniture onsite tracking (lead details)
REPORT manually,
Tips: owner, time frame, system/process, review, action
RESULTS using Excel
From Buzz to Bucks: Measuring Social Media ROI Page 20

21. Measuring Social Media ROI
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» Selected Q&A
» Stay tuned! Special offer and resources information next
From Buzz to Bucks: Measuring Social Media ROI Page 21

22. Get Your Step-by-Step ROAD Map to Plan and
Execute a Successful Social Marketing Strategy.
Social Marketing ROAD Map Handbook includes:
• 27 real-world examples of what works
• 11 case studies from leading companies
• 20 charts and tables
• 3 special reports
• 9 checklists and worksheets
• Social media policy template
• Special Section: Search and Social
• Special Section: Email and Social
Special Webinar Offer – SAVE $50
SocialMarketingHandbookSave50.marketingsherpa.com
From Buzz to Bucks: Measuring Social Media ROI Page 22

23. B2Bsummitsave700.marketingsherpa.com
From Buzz to Bucks: Measuring Social Media ROI Page 23

24. Measuring Social Media ROI
» Answers to all the questions, Resources from webinar,
including recording will be posted by Thursday morning on
http://www.optify.net/webinar/buzz-to-bucks-framework-
for-measuring-social-media-roi
» Learn more about Optify, and follow us to get updates on
upcoming webinars and our social media webinar series
» Sign-up for a free 30-day trial
From Buzz to Bucks: Measuring Social Media ROI Page 24

25. MarketingSherpa Case Study:
Integrating Website, Search and Social Media Tactics
Caturano and Company
One of New England’s
largest accounting and
IT consulting firms
Marketing objective to
increase client base
during recessionary
economy
From Buzz to Bucks: Measuring Social Media ROI Page 25

26. Situation Analysis
Traditional outbound
marketing methods more
expensive / less effective
Growing number of
prospective clients are
using the web, search and
social media to find and
assess firms
Challenge to transition
from traditional marketing
to integrated inbound
marketing strategy
From Buzz to Bucks: Measuring Social Media ROI Page 26

27. Campaign Tactic –
Website Marketing
Website redesigned as
the content hub and
conversion point
Recruited partners as
subject matter experts
and thought-leaders to
create relevant content
Added lead conversion
capabilities by requiring
registration for content
From Buzz to Bucks: Measuring Social Media ROI Page 27

28. Campaign Tactic –
Search Marketing
Optimized website for
keywords in copy, titles,
metatags and other SEO
elements.
Created a partner
program to build links
Posted thought-leader
articles on blogs creating
search engine desirable
content, links and listings
From Buzz to Bucks: Measuring Social Media ROI Page 28

29. Campaign Tactic –
Social Marketing
Joined and actively
participated in LinkedIn
discussion groups on
topics of client interest
Facebook brand page to
build community of “fans”
(clients and prospects)
LinkedIn discussions
and Facebook postings
channel members and
fans to website content
and conversion points
From Buzz to Bucks: Measuring Social Media ROI Page 29

30. Results
68% increase in unique
website visitors
First page SERPs for
25 targeted keywords
10-15 new leads
converted per month
Significant % website
traffic from social sites
From Buzz to Bucks: Measuring Social Media ROI Page 30