smps 012011

© 2010 Canyon Communications, Inc. All Rights Reserved

Social Media: Maturing from Explorative Steps to

Lead Generation Engine with ROI

January 20, 2011

© 2010 Canyon Communications, Inc. All Rights Reserved

Digital Marketing

• Web presence +

– E-mail marketing

– Blog

– Social Media

– PR

• Integrated

– branding & messaging

• Relevant

– Personalized & granular

• Engagement

• ROI+ROA

© 2010 Canyon Communications, Inc. All Rights Reserved

• Observation

– Where is our audience?

– What are they saying?

– What elicits response?

• Preparation

– Define value chain

• Participation

– Respond, refine

• Integration

Essential Phases

of Social Media Integration

© 2010 Canyon Communications, Inc. All Rights Reserved

Using specific social media activity, we help primary

audience accomplish social objective “what” and

make specific process or goal better as measured by

relevant metrics and KPIs which is worth bottom-line

business value.

• Brand FIRM as thought leaders in Mission Critical Vertical Market Segment

• Build market awareness for FIRM

• Grow followers of raw leads

• Engage and Convert leads to qualified sales prospects

• Demonstrate ROI in marketing initiative

Value Chain Model

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Social Media

• B2B adoption curve

• 93% of B2B buyers start

with search

• Awareness + engagement

• “Free”…like a dog

• Selective

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Effectiveness

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Business Objectives

• Brand as thought leaders in specific

Market Segment

• Build market awareness

• Grow followers of raw leads

• Engage and Convert leads to

qualified sales prospects

• Demonstrate ROI

© 2010 Canyon Communications, Inc. All Rights Reserved

Set Goals

• Impressions

• People vs. pageviews

• Klout, comScore

• Cost-per-lead

• Conversion metrics

• Predictive modeling

• ROI

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Potential Roadblocks

• Resource limitations

– Time

– Budget

– Participation

– In-house expertise

© 2010 Canyon Communications, Inc. All Rights Reserved

• Start manageable & maintainable

• Optimize your participation

• Grow organically

• Identify your critical mass threshold

• Focus on the “how”

• The “where” is a moving target In 2000

• Yahoo had 67% search market

• MySpace was king

Plan for Success

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• Professional associations

• Trade publications

• Business partners

• Clients & prospects

• Google alerts

• Content aggregator

• Content creation

• Hybrid

Start at Home

Choose an Approach

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• 85 million + global members

• Leading social media tool for professionals

• Optimize your existing presence – Firm

– Personal Profile

– Customize, personalize

– Keyword/phrases

• Engagement Portal – Answers

– Groups

– 2 way communication

© 2010 Canyon Communications, Inc. All Rights Reserved

• Eroding distinction

between email and

social media

• Mobile trend

• Demographics +

adoption curve

• Market validation

• Instantaneous

interaction

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• Terminology

– RT, @, #, DM, Lists

• Tools

– HootSuite, TweetDeck,

CoTweet, BirdHerd

– TweetMeme WP plug in

allows RT „suggestions‟

• Tweet volume peaks

during business hours

and evening

• RTs peak 3pm-midnight

• Promoted tweets

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• Largest search engine

globally

• SEO “mojo”

• Quantity-quality

determinations

• Qualifications-based

selection influence tbd

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• Audience distinctions

• Tailor the message

accordingly

• Value comparison to:

– Email subscriber

– RSS blog feed subscriber

– Twitter follower

– Retweet

– Comment

– Like

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Cross Pollenate

• Leverage for

time savings

• Respect the

channel „rules‟

• Audience

distinction

© 2010 Canyon Communications, Inc. All Rights Reserved

Complementary Tools

© 2010 Canyon Communications, Inc. All Rights Reserved

Introduction to Canyon

• Integrated Marketing

Communications

• Depth and breadth

• Agile and lean

• Proven digital expertise

• National client base

© 2010 Canyon Communications, Inc. All Rights Reserved

let‟s connect

Dara Schulenberg, Digital Strategy Manager

480.213.0482

dschulenberg@canyoncomm.com

http://.b2bfishbowl.com/

http://www.linkedin.com/in/dschulenberg

@dschulenberg