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Leveraging Social Media
Christopher S. Penn, Director of Strategywww.WhatCounts.com
Why WhatCounts?
Flexible Deployment Options
Dedicated Account Model
Campaign Production Services
Video Enhanced Email
Fair Warning
Tomorrow is here!
facebook 600,000,000+ January 2011 8.67%
© 2011 Edison Research/Arbitron Inc.
Social Networking Sees Marked Year-Over-Year Growth Age 35-54% by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
Base: Total Population 12+
12-17 18-24 25-34 35-44 45-54 55-64 65+
15%
31%
45%
63%
68%
80%76%
13%
31%35%
51%
65%
77%78%
3%
10%
22%
32%
44%
64%63%
3%4%
14%17%
34%
54%57%
2008 2009 2010 2011
© 2011 Edison Research/Arbitron Inc.
Number Using Social Networking Sites “Several Times per Day” Now Approximately 46 Million Americans
Americans (in millions) who Use Social Networking Sites/Services “Several Times per Day”
2009 2010 2011
Base: Total Population 12+
18 million
39 Million46 Million
A Quick Definition
Conceptual
Audience
Prospects
Leads
Customers
Evangelists
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Sales
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Commitment
Audience
Prospects
Leads
Customers
Evangelists
Social
Audience
Prospects
Leads
Customers
Evangelists
Audience
Content
80
Audience
Content
80
32,21432,214
32,21432,214
32,214 Audience
Content
80
32,21432,214
32,21432,214
32,214
107
Audience
Content
Metcalfe’s Law
Self-identified audience
Audience
Prospects
Leads
Customers
Evangelists
Listen
Be human.
Provide value.
WIIFM
Cross Promote
Christopher S. PennVP, Strategy and InnovationBlue Sky Factory
http://www.BlueSkyFactoryhttp://twitter.com/blueskyfactoryhttp://facebook.com/blueskyfactory
[email protected]://twitter.com/cspenn
Did you know that email marketing has a $43.62 ROI according to the Direct Marketing Association? Ask us how you can get there.
blend online and offline
incentivize
Audience
Prospects
Leads
Customers
Evangelists
Conversation
Awareness
Need
Lead
Give social folks a place to call home
Every now and again, ASK
Have something shareable!
Audience
Prospects
Leads
Customers
Evangelists
Social proofing for sales
Process > Tools
Audience
Prospects
Leads
Customers
Evangelists
identify evangelists
identify evangelists
determine influence
determine influence
treat your evangelists well
what if you don’t have any influencers?
A brief word or two on metrics and analytics
Track via actions you care about
R IPhoto credit: AMAgill
Earned - SpentSpent
= ROI
Time is money, friend!
Annual Income2,080
=Hourly
Annual Income2,080
=Hourly
Hours x Rate = Time
Spend in Money
$50,0002,080
= $24.04
5 x $24.04 = $120.20
1000 - 620.20620.20
= 61.2%
Money Earned:Money Spent:
Hourly Rate:Time Spent:
Time Spent in Money:
Total Spent:
Total Earned-Total SpentTotal Spent
$_______$_______
$_______ _______$_______
$_______
_______%
Worksheet 1
Worksheet 2 Example
Method PPC Email Twitter
Money Earned $1,000.00 $12,563.00 $750.00
Money Spent $500.00 $5,000.00 $0.00
Hourly Rate $24.04 $24.04 $24.04
Time Spent 5 5 40
Time as Money $120.20 $120.20 $961.60
Total Spent $620.20 $5,120.20 $961.60
Earned - Spent / Spent 61.24% 145.36% -22.00%
... and we haven’t talked about measuring anything yet!
The Summary of Social Media
Where are we going?
Tomorrow is here.
the insider secret!
The Social Habit IIThe Edison Research/Arbitron Internet and Multimedia Study 2011
Tom Webster - Vice President, StrategyEdison Research
http://ar.gy/QHy
Why WhatCounts?
Flexible Deployment Options
Dedicated Account Model
Campaign Production Services
Video Enhanced Email
Christopher [email protected]: @cspennLinkedIn: cspenn.com/lFacebook: cspenn.com/fWeb: christopherspenn.com
