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?

2. Brought to you by
Tying Tweets to Profits:
Can 140 Characters Deliver ROI?

3. Join the Conversation…

4. Thanks to Our Sponsor

5. 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.

6. Tying Tweets to Profits:
Can 140 Characters Deliver ROI?
1. Target 2. Interact 3. Sell
$ $ $
Image By: @intersection1 used under creative commons.

7. What „R‟ does social media provide?
Direct
Indirect
Note: No real science was used in the creation of this infographic.

8. Measurable Direct Return…
Savings Sales
AND

9. “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.”

10. Kemp‟s Measurement Philosophy
BASE
REACH
ENGAGEMENT
CONVERSION

11. End-to-End ROI Tracking
Conversion
(On Site)
Visitors
Interest
Conversion
{
Engagement
(Off Site)

12. End-to-End ROI Tracking
Conversion
(On Site)
Visitors
Interest
Conversion
{
Engagement
(Off Site)

13. Kemp‟s Measurement Philosophy
BASE
REACH
ENGAGEMENT
CONVERSION

14. Email: $ Value of a Subscriber
50 EMAIL SUBSCRIBERS
OPEN RATE
ACTIONS
(CLICK THROUGHS / VISITS)
$100 in
DONATIONS

15. 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.

16. Social: $ Value of a Follower
100,000 FOLLOWERS
5,000 REACHED
500 CLICKS
$1000 in
SALES

17. 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.

18. 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.

19. Social Funnel Metrics
BASE = FANS, FOLLOWERS
REACH = AUDIENCE REACHED
ENGAGEMENT = CLICKS, LIKES
CONVERSION=
XYZ

20. Awareness Value =(Market Size)
X (Awareness Change) X
(Purchase Intent) X (Sales
Conversion) X (Unit Profits)

21. Social Media
Value
Landscape
Market Eco-System
Customer/Brand
Eco-System
Customer
Mind

22. Market Eco-System • Marketing Lift – the
increased
effectiveness of all
marketing activities
• Impact on Search
Engine Optimization
• Risk Mitigation

23. Customer/Brand
Eco-System
• Transaction (the actual
purchase or
negotiation
• Repeat transactions
• Loyalty
• Advocacy

24. Customer
Mind
• Awareness
• Recognition
• Associations
• Perceived Quality
• Likeability

25. Twitter: @ricdragon
• Tweet Chats
• Brand Ambassador
Programs
• Special interest affinity
group

26. Twitter: @ricdragon
• Digital PR
• One-on-one
relationship building
with key individuals

27. Twitter: @ricdragon
• Reactive
• Proactive
• “Thought Leadership”

28. Bring it offline
Participate in
conversations
Really
connect with
individuals
Become a
part of your
communities
Engage in
community
for ½ every
day
Help 5
people out
per day
Join 3
Twitter
Chats
each
week
Host
Meet-
ups

29. 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
9
JULY

30. Liked our webinar? Join us IN PERSON
We're super excited about our first-ever conference, The Social
Shake-Up...and that's due in no small part to the fact that we can't
wait to meet our SMT community (that's you!) face to face. Join us
in Atlanta as we bring together major thought leaders, many of our
bloggers, and community members to find out what they are doing
and how it can impact your business. All webinar attendees get 25%
using code: SMTLIVE
http://socialmediatoday.com/event
#socialshakeup