using social media to drive business objectives

DRIVING BUSINESS OBJECTIVES THROUGH SOCIAL MEDIAEric Ellis, Sr. Specialist, Digital & Social Media

@ericjohnellis

How do I fit?

It’s Not All Glamourous

Efficient

Effective

Innovative

Easier

Productive

Powerful

Smarter

And, we have the experience

When It Was Much Easier

Things Have Changed

What’s Changed?

Avg. 10.4 Sources

Previously

Today

E

The Customer Journey

http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

What Does This Mean?

mfgmatters.com

Business Objectives

Business Objectives

hic.ehawaii.gov

Grow Revenue

Business Objectives

www.rochester.edu

Reduce Costs

Business Objectives

www.empowertexans.com

Decrease Risk

Measuring Brand Awareness via Social Media

blog.instant.ly

Measuring Traffic Drivers via Social Media

www.wix.com

What Metrics Matter?

Grow Revenue - Drive to Experience

Click Though Rate (CTR)

Cost Per Click (CPC)

Cost Per Impression (CPM)

razorleaf.com

Reduce Cost – Brand Awareness

Decrease Risk - Brand Awareness

www.linkedin.com

Grow Revenue - Brand Awareness

Driving Business Objectives through Measuring Social KPI’s