1. 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

2. Case Study: Delivra The Challenge Strategy The Results
Outbound Marketing getting too expensive
Low Budget
No Agencies
Create Inbound Marketing to generate leads, increase revenue
No marketing architecture
Strategy
Create guidelines for messaging
Set up and monitor social media architecture
Blogs
Facebook, Linkedin, Twitter, Smaller Indiana PR
High value content to the website
Premium content behind a form
Automation, fast response, integrated with CRM
Measure, adjust, prioritize
The Results
25% - 40% increase in Revenue Quarterly
70% increase in Leads
20% ncrease in website traffic

3. Social Media Adoption: Phased Introduction
Crawl (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

4. 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 ROI
Quantiative 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

5. ROI = Value gained from investment – Cost of investment
Social Media Adoption: Formula for Calculating ROI
ROI = Value gained from investment – Cost of investment
Cost of Investment
for examples and downloadable ROI calculator

6. Social Media Strategy, Tactics, Plan
Investigation
Build list of keywords and search phrases
Listen to find your audience, needs and interests, sentiment
Identify influencers
Create Audience profiles
Audit existing content
Goals and Objectives
Define Business-based social media goals and objectives
Identify associated success measures (KPIs and Metrics)
Align audiences, goals/objectives and success measures
Strategy and Tactics
Develop strategic initiatives & prioritized tactics
Construct social media architecture
Prioritize social media channels
Develop policies and guidelines
Execution and Feedback
Assign tasks, procedures and milestones
Modify workflows as needed
Prioritize social channels and rollout campaign
Monitor, report feedback
Software Solutions and Tools
Listening and Monitoring Tools
Social Platforms
CRM tools

7. Social Media Tactics

8. Feeds & social bookmark Multimedia content sharing
Social Media Architecture
Website
Blogs
Social Network
Feeds & social bookmark
Forums
Multimedia content sharing
Micro-blogging

9. 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