This is a presentation given to the University of Washington's Master's of Communication in Digital Media class. It covers a progression of personal brand and online identity being applied to the standard ROI funnel, along with discussion points for applying the concepts across organizational silos outside of the marketing channel.

1. Where Social Media MattersAudience Knowledge Leads to Insightful Relationships

2. People find information and each other through connected points of interest. We need to connect those points of interest to business goals. That means we first need to have goals. We need to know where we are… and where we want to go. We also need to understand where the transfer of opinion, need, interest, and loyalty occurs (aka relationships.)

3. UNDERSTANDING WHERE “WE” ARE

4. On Tuesday, I was with my cohorts in Social Media Club at Swedish Medical THIS PHOTO WILL BE FOUND ON “ “ WHETHER I LIKE IT OR NOT.

5. KNOWING I’M ON GOOGLE, I MAY AS WELL MANAGE MY APPEARANCE

6. THIS BRINGS US TO THE QUESTION,WHERE IS EVERYONE ELSE?

7. 82% of U.S. Consumers Search OnlineSOURCE: NIELSEN ONE BILLION local searches occur every monthSOURCE: ComScore 65.4% 17% 3.8% 11.3% *DATA comScore, Feb 2010

9. WHERE DO “WE” WANT TO DRIVE PEOPLE ?

12. Manpower

13. Technology

14. Training

16. Transactions

18. Transactions

20. Organic Traffic

22. Usability Groups

24. Manpower

25. Technology

26. Training

28. Crisis Response

30. Long Term Revenue

32. Network Growth

35. Transactions

37. Organic Traffic

39. Usability Groups

41. Manpower

42. Technology

43. Training

45. Crisis Response

47. Long Term Revenue

49. Network Growth

52. Transactions

54. Organic Traffic

56. Usability Groups

58. Crisis Response

60. Long Term Revenue

62. Network Growth

64. The consumer funnel takes users along a journey—awareness, consideration, search, intent to purchase, and retention. We spend a lot of money getting people into the funnel. THERE ARE INHERENT FLAWS, People escape the funnel…

65. TRADITIONAL FUNNEL

66. SOCIAL MEDIA FUNNEL INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION SOCIAL MEDIA

67. ENTERPRISE EXAMPLE: ONLINE PIPELINE VALUE $30,000 Campaign $3.00 PER VISIT $300 PER INQUIRY $1200 PER LEAD $12000 PER CLIENT

68. ENTERPRISE EXAMPLE: SOCIAL MEDIA VALUE $12000 PER CLIENT $1200 PER LEAD $300 PER INQUIRY $3.00 PER VISIT $30,000 POTENTIAL RETURN

69. Models and tools for improvingthe funnel.

70. Your Brand Keyword AVERAGE PAGE EXPOSURE:36.6 seconds BRAND VISBILITY PAID BRAND VISBILITY 100 90 80 PAID 50 40 30 20 10 10 10 10 CLICK & AUDIENCE SHARE BRAND VISIBILITY 42.4 11.8 8.4 6.2 4.9 4.1 3.4 3.1 2.7 2.9 100 100 100 85 60 50 50 30 30 20 ORGANIC

72. WOULDN’T IT BE NICE TO INCLUDEALL THE INDIVIDUALS, TEAMS, BUDGETS, AND INSIGHTS TO SUPPORT THE END GOAL… OF CREATING A BETTER PROCESS?

75. What about some actionable tools?

76. FireFox - WebMynd

77. Finding Conversations- SocialMention

78. Web Users - Addictomatic

79. Outreach & Profiling - 123people.com

80. This presentation available @ slideshare.net/123socialmedia

81. Thank You, Questions Please. SYNDICATED OPPORTUNITY REACH OWNED BOUGHT EARNED CONTROL RISK Barry Hurd123SocialMedia.comhttp://twitter.com/123socialmedia