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Chris Selland, CMO

September 8, 2011

optimizing social marketing

Social Media Marketing today

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The Opportunity

•Social Network use exploding

•Customers are conversing, and companies must participate

•New ‘influencers’ drive discussions

The Challenge(s)

•Fuzzy metrics & the ‘ROI’ challenge

•Patchwork of consumer & ‘free'

•Junior-level and/or outsourced staff – little to no control

•Skeptical management

•Social is not 9-5

The ‘Big Data’ Challenge

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“… 90% of the data in the world today has been created in the

last two years alone”

Source: Smarter Computing Builds a Smarter Planet

IBM, 2011

“The killer app of big data is the detailed analysis of customer behaviour, and one of

the richest sources of information about what people really think is to be found in

social media, be that Twitter, Facebook or YouTube etc. ”

Source: IT-Director.comDavid Norris – Bloor Research

August 23, 2011

Influence is Specific, not General

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“Does Ashton Kutcher (7.3M Twitter followers at the time of this writing) influence car buyers? Stroller buyers? Computer

buyers?

Does Lady Gaga influence headache

sufferers?”

Source: A Framework for Social Analytics

Altimeter Group, August 2011 Source: Gillin.com – September 6, 2011

Personal Meets Professional

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Takeaways

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“…Social media isn't simply a sales and marketing channel; it is also a

medium for relationships, reputation, community, service, advice, education,

recruiting and awareness. This puts social media in the same category as other investments that firms typically will make without an eye to financial ROI. For example, customer service,

employee education, hiring, corporate giving, sponsorships and public relations are rarely held to hard

standards of ROI, yet that doesn't prevent businesses from investing as

necessary.”

─ “Five Reasons NOT to Monetize Social Media”

Augie Ray, Experience: The BlogSeptember 2, 2011

Customers are Social• Doing nothing is not an option

Influence is Specific, not General• Find and engage with influencers in your

market

Focus Your Efforts• Don’t micromanage, but focus efforts of

frontline personnel

Analyze, Benchmark, Improve• Set and continuously measure metrics

(including, but not limited to, ROI)

Channel Performance

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Advanced data collection, filtering & scoring

Sentiment, influence & engagement scoring

Unique predictive analysis methodology

Competitive benchmarking & analysis

User Value: Measurement User Value: Measurement

Analytics to Action

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User Value: Execution

Diagnostic assessments driven by measurement analysis

ROI tracking & valuation

Real-time recommendations that drive the best “bang-for-the-buck”

Tweet campaign grader & auto scheduler

“Secret Sauce”

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Social Media Measurement• historical data analysis

• competitive benchmarking• inbound and outbound correlation

• scoring sentiment, engagement, influence

ROI

Real Time Execution & ROI Goal Tracking

Marketing mix modeling & predictive analysisRules-based filtering on real-

time channel data

Free 30 Day Trial

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• For Qualified Marketing Organizations

• All features, No limitations, No obligation

• Apply at http://promos.terametric.com/optimizertrial

Book Giveaway

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Chris SellandCMO

617.500.3465chrisselland@terametric.com@terametric@cselland

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Questions & Answers