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Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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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?

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Page 1: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]
Page 2: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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Tying Tweets to Profits: Can 140 Characters Deliver ROI?

Page 3: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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Follow along and

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Page 4: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Thanks to Our Sponsor

Page 5: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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.

Page 6: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Tying Tweets to Profits:Can 140 Characters Deliver ROI?

1. Target 2. Interact 3. Sell

$ $ $

Image By: @intersection1 used under creative commons.

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What ‘R’ does social media provide?

DirectIndirect

Note: No real science was used in the creation of this infographic.

Page 8: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Measurable Direct Return…

Savings Sales

AND

Page 9: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

“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.”

Page 10: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Kemp’s Measurement Philosophy

}BASE

REACH

ENGAGEMENT

CONVERSION

Page 11: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

End-to-End ROI Tracking

{Conversion (On Site)

Visitors

Interest

Conversion

linklink

{{Engagement

(Off Site)

Page 12: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

End-to-End ROI Tracking

Conversion (On Site)

Visitors

Interest

Conversion

linklink

{{Engagement

(Off Site)

Page 13: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Kemp’s Measurement Philosophy

{BASE

REACH

ENGAGEMENT

CONVERSION

Page 14: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Email: $ Value of a Subscriber

50 EMAIL SUBSCRIBERS

OPEN RATE

ACTIONS (CLICK THROUGHS / VISITS)

$100 in DONATIONS

Page 15: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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.

Page 16: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Social: $ Value of a Follower

100,000 FOLLOWERS

5,000 REACHED

500 CLICKS

$1000 in SALES

Page 17: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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.

Page 18: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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.

Page 19: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Social Funnel Metrics

BASE = FANS, FOLLOWERS

REACH = AUDIENCE REACHED

ENGAGEMENT = CLICKS, LIKES

CONVERSION=XYZ

Page 20: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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

Page 21: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Social Media Value Landscape

Market Eco-System

Customer/Brand Eco-System

CustomerMind

Page 22: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Market Eco-System • Marketing Lift – the increased effectiveness of all marketing activities

• Impact on Search Engine Optimization

• Risk Mitigation

Page 23: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Customer/Brand Eco-System

• Transaction (the actual purchase or negotiation

• Repeat transactions• Loyalty• Advocacy

Page 24: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

CustomerMind

• Awareness• Recognition• Associations• Perceived Quality• Likeability

Page 25: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Twitter: @ricdragon

• Tweet Chats• Brand Ambassador

Programs• Special interest affinity

group

Page 26: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Twitter: @ricdragon

• Digital PR• One-on-one

relationship building with key individuals

Page 27: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Twitter: @ricdragon

• Reactive • Proactive• “Thought Leadership”

Page 28: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

Bring it offline

Participate in conversations

Really connect with

individuals

Become a part of your communities

Engage in community for ½ every

dayHelp 5

people out per day

Join 3 Twitter Chats each weekHost

Meet-ups

Page 29: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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

9JULY

Page 30: Tying Tweets to Profits: Can 140 Characters Deliver ROI? [WEBINAR REPLAY]

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impact your business. All webinar attendees get 25% using code: SMTLIVE

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