The Social Media ROI Cycle

Developed by Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Officer of BKV’s 60 Second Marketer

A Note from Jamie Turner

• Not long ago, I wrote an article for Mashable called “Understanding the Social Media ROI Cycle”

• It generated quite a stir, so I created this unbranded PowerPoint so you can use it in your presentations

• Please feel free to share, forward to friends, re-purpose or use as you wish

• All I request is that you provide attribution for the original source (that’d be me, folks)

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.

The Social Media ROI Cycle

• After analyzing various corporations, I realized that the adoption of social media happens in three distinct stages

• Stage 1: Launch• Stage 2: Management• Stage 3: Optimization

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.

• I’ve created two options for you• The first option is a single PowerPoint page that can

explain the Social Media ROI Cycle in one slide• The second option are several PowerPoint pages that

explain the Social Media ROI Cycle in multiple slides

The Social Media ROI Cycle

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.

Option #1

The Social Media ROI Cycle

1

2

3

Launching the Big 4

Big 4 plus More

Creative

Quant.

Qual.

New initiatives

New initiatives

Big 4 plus More

Creative

Quant.Qual.

Conversion/ Optimization

ROI

Stage 1: Launch100% of the efforts are typically focused on launching the Big 4: LinkedIn, Facebook, Twitter and YouTube. (Some companies dive into the Big 4 Plus More which include blogs, SlideShare, e-newsletters, Flickr, etc.)

•Approach: Executional

•Focus: Short-Term

•Objective: To Have a Social Media Presence

•Results: Negligible

Stage 2: ManagementIn Stage 2, approximately 60% of a company’s focus is on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.).

•Approach: Tactical

•Focus: Mid-Term

•Objective: Customer Engagement

•Results: Increased Traffic

Stage 3: OptimizationApproximately 25% of the focus is on the Big 4 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI.

•Approach: Strategic

•Focus: Long-Term

•Objective: Social Media ROI

•Results: Revenue Growth

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.

Option #2

The Social Media ROI Cycle

1

2

3

The 3 Stages of the Social Media ROI Cycle Setting up, running and optimizing an effective social media campaign happens in three stages:

•Stage 1: Launch•Stage 2: Management•Stage 3: Optimization

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.

The Social Media ROI Cycle

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer

Launching the Big 4

Stage 1: Launch100% of the efforts are typically focused on launching the Big 4: LinkedIn, Facebook, Twitter and YouTube. (Some companies dive into the Big 4 Plus More which include blogs, SlideShare, e-newsletters, Flickr, etc.)

•Approach: Executional

•Focus: Short-Term

•Objective: To Have a Social Media Presence

•Results: Negligible

1

2

3

1

2

3

The Social Media ROI Cycle

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer

Stage 2: ManagementIn Stage 2, approximately 60% of a company’s focus is on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.).

•Approach: Tactical

•Focus: Mid-Term

•Objective: Customer Engagement

•Results: Increased Traffic

Big 4 plus More

Creative

Quant.

Qual.

New initiatives

The Social Media ROI Cycle

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer

Stage 3: OptimizationApproximately 25% of the focus is on the Big 4 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI.

•Approach: Strategic

•Focus: Long-Term

•Objective: Social Media ROI

•Results: Revenue Growth1

2

3

New initiatives

Big 4 plus More

Creative

Quant.Qual.

Conversion/ Optimization

ROI

Background InformationJamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. The 60 Second Marketer provides tools, tips and tutorials for marketers around the globe.

Jamie is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques.

He has been profiled in the world’s best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows.

Jamie's book, "How to Make Money with Social Media" is published by the Financial Times Press and is available at Amazon, Barnes & Noble, Borders and 800CEORead.com.

You can follow Jamie on Twitter at 60SecondTweets and via his blog at 60SecondMarketer.com/blog.

He can also be reached at Jamie.Turner@60SecondMarketer.com.