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Page 1Social Media in Business
Session 9 Agenda
Guest Speaker: Rod Brooks, CMO of PEMCO and President WOMMA
Case Study: Delivera
End of Term Wrap-Up: Social Media Roadmap
Class Project: Complete your term projects
Page 2Social Media in Business
Case Study: Delivra The Challenge
– Outbound Marketing getting too expensive
– Low Budget
– No Agencies
– Create Inbound Marketing to generate leads, increase revenue
– No marketing architecture
Strategy1. Create guidelines for messaging
2. Set up and monitor social media architecture1. Blogs
2. Facebook, Linkedin, Twitter, Smaller Indiana
3. PR
4. High value content to the website1. Premium content behind a form
5. Automation, fast response, integrated with CRM
6. Measure, adjust, prioritize
The Results– 25% - 40% increase in Revenue Quarterly
– 70% increase in Leads
– 20% ncrease in website [email protected]
Page 3Social Media in Business
Social Media Adoption: Phased IntroductionCrawl (Trial) Initial project, no formal processes or guidelines
Walk (Transition) Pilot projects, some formal processes and a few guidelines sporadically performed
Run (Strategic) Formal processes and guidelines routinely performed
Source: MarketingSherpa 2011 Social Marketing Benchmark Report
Page 4Social Media in Business
Social Media Adoption: ROI
Return on Investment (ROI) is the financial value returned on money invested in social media initiatives.Tracking the right metrics for determining the values and costs associated with social media campaigns is necessary though potentially challenging.Qualitative measures (Return on Engagement, Number of Fans, Sentiment, etc) are important KPIs to track, but do not contribute to calculation of ROIQuantiative measures (Actual Sales attributable to social media channels, number of new leads and conversion, reduced cost of customer support) contribute to calculation of ROI.Costs include staff salaries, Agency fees, Paid Advertising, Social CRM, IT infrastructure and integration costs
Page 5Social Media in Business
Social Media Adoption: Formula for Calculating ROI
ROI = Value gained from investment – Cost of investmentCost of Investment
www.kluriganalytics.com for examples and downloadable ROI calculator
Page 9Social Media in Business
Social Media Roadmap
Social Media Goals derived from Business Goals
Objectives to Accomplish each Social Media Goal
Timeframes and Budgets
Social Media Strategy and Tactics
Social Media Return and Return on Investment
Key Performance Indicators for each Tactic
Social Media Core Team & Team Leader
Tools, Processes, Personnel, Training, Policies for Listening Engaging Content Creation, publication and curation Monitoring and Feedback Escalation
Social CRM, IT Infrastructure and Integration
Organizational changes and new job descriptions
