Making Dollars and Cents of Social Media: Part 1

Making Dollars and Cents of Social MediaDriving Revenue Growth Through Content Marketing

Session 1: Aligning Your Program

Hosted by: Progress Partner Marketing Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency

Don’t Miss Session 2: Measuring Your Success

Thursday, 10am US ETJuly 31st, 2014

Register: (case sensitive)http://ow.ly/zFsVg

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Session 1: Aligning Your Program

Hosted by: Progress Partner Marketing Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency

Making Dollars and Cents of Social Media

Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency

Your Program Leader

• You’ll have questions, ideas and concerns

• We’ll have a Q&A at the end of this call

• Or you can tweet your questions to me @vanhoosear using the #smprgs hashtag

• Or you can ask them on Thursday’s call

• Or you can email me privately at vanhoosear@hbagency.com

Outcomes: What You’ll Get Out of This Program

You’ll know how to find your current and prospective customers online and build a content marketing program that reaches them

You’ll be familiar with accepted and emerging marketing techniques on the major social media platforms

You’ll know how to measure your success

http://www.flickr.com/photos/tworubies/5212375665/

Agenda – Day 1

1. Social media and the marketing world: What’s new, and why you should care?• Key Question: Where online are your customers, competitors and influencers?

2. The evolution of content marketing: The intersection of stories, search and social• Key Question: Which content forms are resonating with your customers and

influencers?

3. Eyes vs wallets: The two major social marketing strategies• Key Question: Which of the two key strategic marketing approaches will you take?

Agenda – Day 2

4. How to measure your awareness-building campaign• Key Question: Are your marketing efforts reaching the right people? Are they

converting?

5. How to measure your lead generation campaign• Key Question: Which sources, campaigns and nurturing activities generate the

most value?

6. What’s next: Where is this technology and marketing heading?• Key Question: How should you prioritize your marketing efforts in 2015?

What’s New in Social Media, and Why You Should Care

FACT: Just 34% of marketers surveyed say they are seeing ROI from social media marketing, but 52% believe their social media efforts will eventually produce ROI.

- ExactTarget

Who Uses Social Media / What’s New In Social Media?

Social media is more popular than ever

“Social media” may just finally be “media?”

The lines between paid and unpaid media continue to blur

More participants and more content means better filters are needed

Perfect opportunity for curation

More importantly, content marketers need to make better content to break through the better filters

Should We Break Up With Social Media?

Courtesy of Digiday, Eat24.

How People Use Social Media

Are Gallup’s numbers right? Probably not.

But we can still learn from these data

http://www.gallup.com/poll/171785/americans-say-social-media-little-effect-buying-decisions.aspx

The First Question You Must Ask

http://www.ameshistory.org/exhibits/events/gas_milage_ration_windshield_B_stamp_reverse.jpg

Is This Trip Really Necessary? Possibly!

Research from ISM Search & Social found that 97% of people say their buying decisions are influenced by social groups.

Whether you should or not depends on• Your interest, ability & time• Your risk exposure & tolerance• Your clients’ presence online• Your support team• Your budget

The Next Questions You Must Ask

Are your customers online? How about your competitors? Are their influencers online? Two ways to learn about your customers:

• Observe– Easier and easier to do

– Testable (e.g., via A/B Testing)

• Ask– Harder

– Intrusive (when to do it?)

– More subject to bias

– Potentially more rewarding

Tools for Asking and Answering these Questions

Google Search

Twitter & Facebook Search

Mailchimp + SocialPro

SurveyMonkey

The Evolution of Content Marketing

The Intersection of Stories, Search and Social

PR is the combination of the art of storytelling with the science of influence.

What is Content Marketing?

Content marketing was a response to the evolution of search engine technology Since content marketing’s rapid rise to popularity, search engine technology has evolved Content marketing techniques must evolve with it

Content Marketing is Hot

98% of marketers surveyed plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets.

The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).

$135 billion will be spent on new digital marketing collateral (content) in 2014.

Source: ExactTarget, Jeff Bullas

Content Marketing is Hot. BUT…

http://www.flickr.com/photos/22711505@N05/5766880112/

If you build it…

Content Marketing

http://www.flickr.com/photos/jewe/2905913332/

Will they come?

Content Marketing = Search + Social + Media… Only If You Can Be Found

It’s a search game. And a social game. And a media game. All in one.

But Is It Working?

A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

Possible examples of conversions:• Follow / friend / fan a social profile• Like / +1 / favorite a post• Share / re-tweet content• Sign up for mailing list• Open email• Click-through to website• Ask for more information on offering• Purchase / donate• Repurchase• Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

The Best Tools for Measuring Effectiveness

ESSENTIAL Web Analytics (e.g., Google Analytics)

(Behavior -> Site Content -> All Pages)

EVEN BETTER Campaign Codes + Link Shortener (e.g., bitly.com) + Web Analytics (e.g., Google Analytics)

Eyes vs Wallets

The Two Major Social Marketing Strategies

PR is the combination of the art of storytelling with the science of influence.

What Drives You?

AWARENESS Ideal for

• Feeding the top of the sales and marketing funnel

• Influencing the influencers of big ticket or long lead item purchases

• Driving sales of impulse, small ticket or in-store retail items

Top campaign/program priorities• Exposure• Eyeballs• Quick purchases

Pair with• Strong analytics

LEAD GENERATION Ideal for

Going deeper into the sales and marketing funnel

Reaching the buyer of big ticket or long lead items directly

Online sales

Top campaign/program priorities Actions Wallets

Pair with A solid email marketing program Marketing automation

In Our Next Session

We’ll explore how to build and measure both awareness-building and lead-generation campaigns

We’ll look at where marketing technology is evolving

Questions

Todd Van Hoosear: vanhoosear@hbagency.com@vanhoosear

More Demographic Data

Bonus Slides

Profile: LinkedIn

http://www.onlinemba.com/blog/social-media-demographics/

Profile: Google+

Profile: Facebook

Profile: Twitter

Profile: Pinterest

Profile: Reddit

Making Dollars and Cents of Social Media: Part 1

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