1.
12 Ways to Monetize Social Media
By Paul Dunay
@pauldunay

2.
CMO’s Believe
Social Marketing Will Pay Off. . . Eventually
2 © 2011 Networked Insights

3.
3 © 2011 Networked Insights

4.
Selling Direct with Twitter
CONCEPT
Sell Overstock Merchandise directly
 Traditional approach to a new
channel like Twitter
 Using “coupon codes” and direct
links they are able to generate sales
from this channel
OUTPUT
Produced between $3 - $6 Million Dollars of Sales directly from this
channel
4 © 2011 Networked Insights

5.
5 © 2011 Networked Insights

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Creating Customer and Employee Community
CONCEPT
Collaborate internally and externally
 Jive users generated 32% more ideas,
sent 27% less email and found
answers to questions 32% faster
 Employees spent 42% more time
communicating with customer, which
in turn led to a better retention rate
OUTPUT
Support calls dropped by 28%
and sales to new customers jumped by 27%
6 © 2011 Networked Insights

7.
7 © 2011 Networked Insights

8.
Delivering Social Customer Support
CONCEPT
Use Social Media for Support
 Supporting existing customers rather
than losing them, which is always a
good strategy
 Customer prefer a very good
customer experience over lower
prices
OUTPUT
Saved over 50 customers per year at a replacement cost of
$10,000 each!
8 © 2011 Networked Insights

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9 © 2011 Networked Insights

10.
Leveraging the Long Tail of Conversations
CONCEPT
Focus on Conversations not Publications
 Traditional PR is broken and needs to
refocus on Conversations
 Use social media to reach your exact
target audience with relevant content
in the places buyers hangout
OUTPUT
100s of ads for your brand that are all relevant and in context at a
fraction of the cost of traditional PR
10 © 2011 Networked Insights

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11 © 2011 Networked Insights

12.
Finding Intent to Purchase
CONCEPT
Finding leads using Social Media
 Analyzing social media you can find
leads using a variety of search terms
 Both competitive and non
competitive search teams reveal
buyers
OUTPUT
Example - $250,000 sale consummated in 13 days found using Social Media
12 © 2011 Networked Insights

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13 © 2011 Networked Insights

14.
Activating Brand Advocates
CONCEPT
Harness the Power of your Brand
Advocates
 Find your die hard fans on Twitter
and Facebook and activate them for
your brand
 Get them to make recommendations
and build your brand with the power
of their voice
OUTPUT
Major brands are getting 5 – 9X ROIs by activating their best Brand
Advocates
14 © 2011 Networked Insights

15.
15 © 2011 Networked Insights

16.
Optimizing Media Buys
CONCEPT
Finding diamonds in the rough
 Nielsen defines market value of a
show by gross rating points (GRPs)
and target rating points (TRPs)
 Buying shows where social data
indicates a highly engaged audience
and traditional data indicates low
GRPs/TRPs produces optimized
buys and tremendous value
OUTPUT
Made $700,000 perform like $1,000,000
a 42% Increase In Ad Performance
16 © 2011 Networked Insights

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17 © 2011 Networked Insights

18.
Finding TV shows before they go Mainstream
CONCEPT
Identifying a hit before it goes on air
 Traditional ratings need an audience
to see a show air before they can get
audience reaction
 Social data is predictive: buzz before
the show airs can point the way to a
great buy before the market has
realized the high value
OUTPUT
Spent $65,000 per 30-second spot
rather than spending $220,000 per 30-second spot
18 © 2011 Networked Insights

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19 © 2011 Networked Insights

20.
Improving Audience Segmentation
CONCEPT
Targeting audiences through hyper-
segmentation
 Traditional metrics lead to expensive buys
for shows and other channels that can
deliver along only a few key demographics
 Social data can find audiences through
context and conversation leading to more
efficient buys of hyper-targets — e.g., the
intersection of auto enthusiasts and fans
of a show or a Website
OUTPUT
How to Reach Premium Audience Without Paying Premium Pricing
20 © 2011 Networked Insights

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21 © 2011 Networked Insights

22.
Maximizing Paid, Owned and Earned media
CONCEPT
October 1.2%
Maximizing social lift
September 0.3%
 Sometimes media buys have
Earned
August 2.6% often been run by separate
Media
departments within a brand
Ripple*
July 1.7% or agency; synergies not well
June 0.1% coordinated
May 0.7%
April 0.7%
March 0.2%
 Social data can help sequence
February 0.7% these areas to create synergies
and provide social lift
Earned Impressions Earned Brand Value*
31,383,872 $62,768
OUTPUT
Spent $18 million instead of $30 million on new product launch
22 © 2011 Networked Insights

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23 © 2011 Networked Insights

24.
Finding the right Celebrity
CONCEPT
Find the intersection of Brand X
and Celebrity Y
 Focus groups are slow, biased
and expensive
 Social media analysis can quickly
and efficiently test different
celebrities as candidates for
brand endorsers
OUTPUT
Instead of spending $ on the wrong celeb for your brand,
spend less on the right one
24 © 2011 Networked Insights

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25 © 2011 Networked Insights

26.
Acquiring Media that Fills a Gap
CONCEPT
Brand lock out situation
 Sometimes other brands beat you
to the punch and buy up
an exclusive on TV
 Social data analysis can quickly
identify the same audience online
and show you how to reach the
same impact at a fraction of
the price
OUTPUT
How to make $2 million dollars of ad budget
deliver $42 million dollars of payback
26 © 2011 Networked Insights

27.
Data vs Insights
Strategic
Marketing Messaging/SEO
Customer Segmentation
Campaign Measurement
Market Research
Product Research
Sentiment Analysis
Interactive Buying
Lead Generation
ANALYTICS
MONITORING Product Innovation
Competitive Tracking
Customer Support
Brand Protection
Influencer Marketing
Crisis Management
Tactical
Reactive Graph based on Forrester research. Proactive
27 © 2011 Networked Insights

28.
Key Takeaways
1) Don't Focus on the Tools
2) Do one thing really Well
3) Constantly Experiment
4) Incorporate Social Data
5) Challenge the Norm
28 © 2011 Networked Insights

29.
How to contact me?
Paul Dunay
CMO
Networked Insights
Mobile: 917.306.8440
paul.dunay@networkedinsights.com
Don’t forget to become part of my network!
LinkedIn: linkedin.com/in/pauldunay
Facebook: facebook.com/pauldunay
Twitter: twitter.com/pauldunay
Blog: pauldunay.com
29 © 2011 Networked Insights

30.
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